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  1. 1. The Changing Face of Communications Fran Stephenson Director of Communications
  2. 2. Food for Thought <ul><li>“ Think like a publisher, not a marketer.” </li></ul><ul><li>David Meerman Scott </li></ul><ul><li>The New Rules of Marketing and PR </li></ul><ul><li>“ Markets are conversations.” </li></ul><ul><li>The Cluetrain Manifesto </li></ul><ul><li>http://www.cluetrain.com/ </li></ul><ul><li>Social media offers new opportunities to activate…brand enthusiasm .” </li></ul><ul><li>Stacy Debroff, founder of MOM Central </li></ul>
  3. 3. Food for Thought <ul><li>“ New marketing is about the relationships, not the medium.” </li></ul><ul><li> Ben Grossman , founder and chief strategist for BiGMarK </li></ul>
  4. 4. What is Social Media? <ul><li>… aka….new media, social networking… </li></ul><ul><li>Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives. Social media can take many different forms, including text, images, audio, and video. </li></ul><ul><li>Brian Solis, Futureworks PR </li></ul><ul><li>Read the full post: </li></ul><ul><li>http://www.webpronews.com/blogtalk/2007/06/29/the-definition-of-social-media </li></ul>
  5. 5. Examples of Social Media Tools <ul><li>Social Networking Sites </li></ul><ul><ul><li>MySpace, Facebook, LinkedIn </li></ul></ul><ul><li>Content Sharing Sites, also called “UGC” </li></ul><ul><ul><li>Flickr, YouTube, Picasa </li></ul></ul><ul><li>Weblogs and Instant Weblogs </li></ul><ul><ul><li>Blogs, Twitter </li></ul></ul><ul><li>Collaborative Spaces </li></ul><ul><ul><li>Wikis, Delicious, Stumble Upon </li></ul></ul>
  6. 6. Why Social Media? <ul><li>Joining the conversation is the next evolution in communications </li></ul><ul><li>Builds trust among consumers </li></ul><ul><li>Can be tied to measurable business objectives </li></ul><ul><ul><li>JTA Case Study </li></ul></ul><ul><li>Puts a new face(s) on a large organization </li></ul>
  7. 7. Why Communications? <ul><li>Shares the same sensibility as other non-paid media opportunities </li></ul><ul><li>Guidelines can be fashioned in keeping with the philosophy of current media policy </li></ul><ul><li>Involves aspects of positive publicity, issues management and reputation management, three critical areas of our discipline </li></ul>
  8. 8. Why We Got Started <ul><li>Leverage goodwill </li></ul><ul><li>Share knowledge base </li></ul><ul><li>Thought leadership </li></ul><ul><li>De-mystify processes </li></ul><ul><li>Showcase our culture </li></ul>
  9. 9. Turning Point
  10. 10. The Challenge <ul><li>Journey to Atlantis was opening four weeks early </li></ul><ul><li>Traditional media and PR campaigns were already underway </li></ul><ul><li>The DOTCOM site did not allow for depth of info desired by fans </li></ul>
  11. 11. The Solution <ul><li>Social Media Campaign </li></ul><ul><li>Targeting online coaster community </li></ul><ul><li>Measurable objectives </li></ul><ul><li>A chance to “dip our toes in the water” </li></ul>
  12. 17. Measuring Success <ul><li>12 Coaster sites covered ride opening </li></ul><ul><li>50 links from unique web sites, 30 from ACE-related sites </li></ul><ul><li>Internet listed as top source of information for trying Journey to Atlantis on exit surveys </li></ul><ul><li>ROI =$$$$ </li></ul>
  13. 18. Re-Launch <ul><li>Web site and Coaster Challenge kicked off Nov. 1 </li></ul><ul><li>ACE members invited to “test” site </li></ul><ul><li>New objectives included team member initiatives </li></ul><ul><li>Check it out at: </li></ul><ul><ul><li>www.seaworldcoasters.com </li></ul></ul>
  14. 21. What’s New <ul><li>Preparing park-wide blog team for late spring launch </li></ul><ul><li>Determining objectives for larger initiatives to other stakeholders, i.e. campers, event fans </li></ul><ul><li>Exploring Facebook, Twitter and others for business objectives </li></ul><ul><li>Looking at how wikis can help in project management </li></ul>
  15. 22. What is the Future of Social Media? <ul><li>More choices, more opportunity </li></ul><ul><li>Continued emphasis on individuals vs. corporations </li></ul><ul><li>Integration and synchronization </li></ul><ul><li>Groundswell Thinking </li></ul>
  16. 23. The Groundswell <ul><li>A landmark book and way of thinking </li></ul><ul><li>People + Technology+ Economics = Change in balance of power </li></ul><ul><li>Groundswell will transform the way we do business – internally and externally </li></ul>
  17. 24. Effective Public Relations Programs <ul><li>Research </li></ul><ul><li>Planning </li></ul><ul><li>Implementation </li></ul><ul><li>Evaluation </li></ul><ul><ul><li>APR metric </li></ul></ul><ul><ul><li>Silver and Bronze Anvil metric </li></ul></ul>
  18. 25. Using the Groundswell Metrics For Planning Phase <ul><li>People </li></ul><ul><li>Objectives </li></ul><ul><li>Strategy </li></ul><ul><li>Technology </li></ul>
  19. 26. Our People are in the Groundswell <ul><li>Forrester Research – sharing their stuff </li></ul><ul><li>Social Technographics Profile </li></ul><ul><ul><li>http://www.forrester.com/Groundswell/profile_tool.html </li></ul></ul>
  20. 27. We Have Sound Objectives…. <ul><li>Talking WITH our customers </li></ul><ul><li>Listening TO our customers </li></ul><ul><li>Being where our customers are </li></ul>
  21. 28. …And we have a Strategy <ul><li>Develop our fan base in a way not previous available to us </li></ul><ul><li>Evangelize our message to other customers </li></ul>
  22. 29. This helped us to select the Technology <ul><li>Social networking sites </li></ul><ul><li>Blog platform </li></ul><ul><li>Listening in other industry areas </li></ul>
  23. 30. The Future of Social Media <ul><li>The Real Question is: How will our company adapt and adopt? Can we accept the intrinsic value of these technologies? Some places to look </li></ul><ul><li>Blue Shirt Nation </li></ul><ul><li>Microsoft </li></ul><ul><li>Southwest Airlines </li></ul>
  24. 31. The Future of Social Media <ul><li>What are we waiting for? </li></ul><ul><li>We must get over the FUD disorder </li></ul><ul><ul><li>The Pope has a You Tube Channel </li></ul></ul><ul><ul><li>The White House has appointed a Social Media Director </li></ul></ul>
  25. 32. Challenges for Schools <ul><li>Privacy issues must be addressed with sound policy </li></ul><ul><li>School PR Professionals have to look beyond “command and control” methods </li></ul><ul><li>We can be the leaders </li></ul><ul><li>Overcoming systemic barriers </li></ul>
  26. 33. Where to start…..? <ul><li>“ Official” fan pages for High Schools in your district on Facebook </li></ul><ul><ul><li>Empower teams in schools to harness their need for publicity </li></ul></ul><ul><ul><li>Ideal places for Good News! </li></ul></ul><ul><ul><li>Can direct comment on controversial issues </li></ul></ul><ul><ul><li>Showcase student excellence </li></ul></ul>
  27. 34. Where to start? <ul><li>Develop Digital Citizenship guidelines….and use them! </li></ul><ul><li>Guide your Faculty and Admin teams into the technology </li></ul><ul><li>Be the thought leader by starting your own Facebook, LinkedIn and Twitter pages….and share what you’ve learned. </li></ul>
  28. 35. Things to Read <ul><li>Cluetrain Manifesto </li></ul><ul><ul><li>www.cluetrain.com </li></ul></ul><ul><li>Naked Conversations </li></ul><ul><ul><li>Robert Scoble and Shel Israel </li></ul></ul><ul><li>New Rules of Marketing and PR </li></ul><ul><ul><li>David Meerman Scott </li></ul></ul><ul><li>Now is Gone </li></ul><ul><ul><li>Geoff Livingston </li></ul></ul><ul><li>Groundswell </li></ul><ul><ul><li>Charlene Li and Josh Bernoff </li></ul></ul>
  29. 36. Connect with Me! <ul><li>E-Mail: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Twitter name:seaworldcomm </li></ul><ul><li>Find me on Facebook and LinkedIn </li></ul><ul><li>As Comm Chair for PRSA San Antonio chapter: </li></ul><ul><ul><li>[email_address] </li></ul></ul>
  30. 37. Connect with the Presentation <ul><li>You can get this presentation by visiting my LinkedIn page </li></ul>
  31. 38. <ul><li>Thank you! </li></ul>