Communications in an Always-On World Kevin Pedraja Chris Warfield PodCamp Seattle June 21, 2008
Getting to know you
Setting the Stage <ul><li>The “always-on” mentality is changing the marketing and PR landscape </li></ul><ul><li>You have ...
The Always-On World <ul><li>Technology and services are cheap, everywhere, evolving </li></ul><ul><li>Expectation of conti...
The Always-On “Generation” <ul><li>Use social networks, blogs, podcasts, wikis, etc. to get and share information … and  m...
What are they doing online? <ul><li>People now spend twice as much time online vs. watching TV </li></ul><ul><li>Social ne...
Who Do You Trust?  <ul><li>We are our own best sources of info </li></ul><ul><li>No longer just talking at influencers </l...
Reaching The Right Audience <ul><li>Social media is a  tactic , not a  strategy </li></ul><ul><li>Still have to capture in...
Examples <ul><li>Will it Blend </li></ul><ul><li>Dell IdeaStorm </li></ul><ul><li>Starbucks MyStarbucksIdea </li></ul><ul>...
Death of the News Cycle
Always-On PR <ul><li>Objectives are the same: create  </li></ul><ul><li>visibility, awareness, influence,  </li></ul><ul><...
“ Oh look, shiny…” <ul><li>Remember: 1) people are lazy 2) people like shiny things </li></ul><ul><li>Do the work for them...
What’s Next? <ul><li>Who knows? </li></ul><ul><li>Listen and learn </li></ul><ul><li>Keep asking questions </li></ul><ul><...
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Podcamp Seattle Preso - Sterling Communications

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Presentation by Kevin Pedraja and Chris Warfield of Sterling Communications at PodCamp Seattle on June 21, 2008

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  • Podcamp Seattle Preso - Sterling Communications

    1. 1. Communications in an Always-On World Kevin Pedraja Chris Warfield PodCamp Seattle June 21, 2008
    2. 2. Getting to know you
    3. 3. Setting the Stage <ul><li>The “always-on” mentality is changing the marketing and PR landscape </li></ul><ul><li>You have to expand your toolset to reach audiences where they live </li></ul><ul><li>Familiarity and dexterity with social media is a requirement for marketing today </li></ul><ul><li>The only constant is change </li></ul>
    4. 4. The Always-On World <ul><li>Technology and services are cheap, everywhere, evolving </li></ul><ul><li>Expectation of continuous/convenient access to information </li></ul><ul><li>Constant connection with family, friends, interests </li></ul><ul><li>Information overload/signal to noise </li></ul>
    5. 5. The Always-On “Generation” <ul><li>Use social networks, blogs, podcasts, wikis, etc. to get and share information … and make decisions </li></ul><ul><li>Mobile </li></ul><ul><li>Enthusiasts/evangelists/critics </li></ul><ul><li>Fickle </li></ul><ul><li>NOT just young anymore </li></ul>
    6. 6. What are they doing online? <ul><li>People now spend twice as much time online vs. watching TV </li></ul><ul><li>Social networks: MySpace 110 mil. users, Facebook 80 mil., LinkedIn 20 mil. </li></ul><ul><li>Internet Video: 11 B illion views per month </li></ul><ul><li>Blogs: 128 million </li></ul><ul><li>Podcasts: 28 million listeners (est. 2008) </li></ul><ul><li>User reviews: ? (lots and lots…) </li></ul>
    7. 7. Who Do You Trust? <ul><li>We are our own best sources of info </li></ul><ul><li>No longer just talking at influencers </li></ul><ul><li>Real-time conversation </li></ul><ul><li>Affinity/Interest relationships cross subject lines </li></ul><ul><li>Authenticity is essential </li></ul>“ Person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. -Edelman 2006 Trust Barometer
    8. 8. Reaching The Right Audience <ul><li>Social media is a tactic , not a strategy </li></ul><ul><li>Still have to capture interest, tell a compelling story </li></ul><ul><li>Audiences are self-selecting, so don’t waste their time </li></ul><ul><li>Reward enthusiasm with support; don’t hide from criticism </li></ul>
    9. 9. Examples <ul><li>Will it Blend </li></ul><ul><li>Dell IdeaStorm </li></ul><ul><li>Starbucks MyStarbucksIdea </li></ul><ul><li>Urban Spoon </li></ul>
    10. 10. Death of the News Cycle
    11. 11. Always-On PR <ul><li>Objectives are the same: create </li></ul><ul><li>visibility, awareness, influence, </li></ul><ul><li>preference , but… </li></ul><ul><li>New channels for outreach </li></ul><ul><li>Immediacy </li></ul><ul><li>Expectation of 2-way conversation </li></ul><ul><li>Personalization/segmentation/community </li></ul><ul><li>“ Virality” </li></ul><ul><li>Transparency </li></ul><ul><li>Reach </li></ul>
    12. 12. “ Oh look, shiny…” <ul><li>Remember: 1) people are lazy 2) people like shiny things </li></ul><ul><li>Do the work for them and they will love you for it </li></ul><ul><li>Aggregate </li></ul><ul><li>Cheap video is good video </li></ul><ul><li>Free is better </li></ul><ul><li>Go link crazy </li></ul>
    13. 13. What’s Next? <ul><li>Who knows? </li></ul><ul><li>Listen and learn </li></ul><ul><li>Keep asking questions </li></ul><ul><li>Challenge the dominant paradigm </li></ul><ul><li>Eat leafy greens </li></ul>

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