Platform Presentation to Capstone Agency on Social/New Media

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Platform Presentation to Capstone Agency on Social/New Media

  1. 1. Platform Online Magazine The Importance of Social Media in Professional Fields ®Jessica Ayers | Jacob Summers | Molly McPherson
  2. 2. INTRODUCTION ®Jessica Ayers | Jacob Summers | Molly McPherson
  3. 3. DEFINING SOCIAL MEDIA <ul><li>A category of online tools that is based on user participation and user-generated content. </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  4. 4. DEFINING SOCIAL MEDIA <ul><li>Online tools range in size, scope and function, according to target audience. </li></ul><ul><li>Tools </li></ul><ul><li>General Use Web Sites </li></ul><ul><li>Blogs </li></ul><ul><li>Social Bookmarks </li></ul><ul><li>Social Networks </li></ul><ul><li>Newsfeed Generators </li></ul><ul><li>Status Updaters </li></ul><ul><li>Gaming </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  5. 5. DEFINING SOCIAL MEDIA <ul><li>Simplified, most tools fall into one of these categories. </li></ul><ul><li>Categories </li></ul><ul><li>Social Networking </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Social Notification </li></ul><ul><li>Social Event & Planning </li></ul><ul><li>Social Communication </li></ul><ul><li>Social Gaming </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  6. 6. DEFINING SOCIAL MEDIA <ul><li>Examples of Social Media </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  7. 7. DEFINING SOCIAL MEDIA <ul><li>Why social media? </li></ul><ul><li>For Consumers </li></ul><ul><li>To get a large scope of information, such as news </li></ul><ul><li>To reach friends and family large distances away </li></ul><ul><li>For quality diversified entertainment </li></ul><ul><li>To work away from the office </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  8. 8. DEFINING SOCIAL MEDIA <ul><li>Why social media? </li></ul><ul><li>For Producers </li></ul><ul><li>To gather a large scope of information from users </li></ul><ul><li>To gauge perception and popularity </li></ul><ul><li>To correct misconceptions </li></ul><ul><li>To interact with customers </li></ul><ul><li>To reach target audiences otherwise not readily reachable </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  9. 9. DEFINING SOCIAL MEDIA <ul><li>As a business, these sites serve… </li></ul><ul><li>… to add new professional tools. </li></ul><ul><li>… to help you gain a better understanding of the constantly changing national and global environment. </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  10. 10. DEFINING SOCIAL MEDIA <ul><li>As a business, these sites serve… </li></ul><ul><li>… to help you understand your users, consumers and newcomers. </li></ul><ul><li>… to keep your perception fresh and vital to our economy – social media is a rapidly growing, evolving tool built for our rapidly growing, evolving communities. </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  11. 11. DEFINING SOCIAL MEDIA <ul><li>The Beauty to Users </li></ul><ul><li>For any individual need, there is a compliant social media tool – each individual can have their own specialized social tool to sort through information however they want. This eliminates the trouble of matching IM clients, emails and websites. All of these still exist, but the individual – professional or personal – no longer has to deal with the trouble. </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  12. 12. DEFINING SOCIAL MEDIA <ul><li>The Beauty to You </li></ul><ul><li>As a professional, this allows you to develop a tool to your specifications to gain access to thousands of users or more, and directly contact them on their terms and yours. </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  13. 13. THE INDUSTRY ®Jessica Ayers | Jacob Summers | Molly McPherson <ul><li>PR & Media History </li></ul><ul><li>Why Move To Social Media? </li></ul><ul><li>What Does Social Media Do For PR? </li></ul><ul><li>What Are The Dangers Of Not Moving To Social Media? </li></ul><ul><li>Who Is Moving To Social Media? </li></ul>
  14. 14. PR & Media History <ul><li>Pre-18th Century </li></ul><ul><li>1425: Gutenberg printing press </li></ul><ul><li>1620: First newspaper printed in Amsterdam </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  15. 15. PR & Media History <ul><li>Late 1700s </li></ul><ul><li>Books, newspapers and magazines </li></ul><ul><li>Ben Franklin’s “Silence Dogood” letters to achieve social change </li></ul><ul><li>Federalist Papers printed serially in magazines and newspapers </li></ul><ul><li>Media was untimely, inaccessible and effective only in educated circles </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  16. 16. PR & Media History <ul><li>19th Century </li></ul><ul><li>1830: Telegraph </li></ul><ul><li>1852: First compulsory education act in Massachussetts </li></ul><ul><li>1876: Telephone </li></ul><ul><li>1890: Telephone wires installed in Manhattan </li></ul><ul><li>1897: Marconi invents wireless telegraph </li></ul><ul><li>Media moved toward timeliness and accessibility </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  17. 17. PR & Media History <ul><li>20th Century </li></ul><ul><li>1912: Air mail </li></ul><ul><li>1916: Tunable radios </li></ul><ul><li>1920: First commercial radio station in Pittsburgh </li></ul><ul><li>1927: First electronic television </li></ul><ul><li>1933: FM Radio </li></ul><ul><li>1935: First telephone call made around the world </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  18. 18. PR & Media History <ul><li>1938: War of the Worlds radio broadcast causes mass chaos </li></ul><ul><li>1939: Coast-to-coast fax service </li></ul><ul><li>1939: Regular television broadcast begins </li></ul><ul><li>1940: First commercial television station </li></ul><ul><li>1948: Cable television becomes available in the US </li></ul><ul><li>1951: First color televisions go on sale </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  19. 19. PR & Media History <ul><li>1962: Telstar satellite transmits image across the Atlantic </li></ul><ul><li>1963: Audio cassette invented </li></ul><ul><li>1965: Vietnam War first war to be televised </li></ul><ul><li>1967: Newspapers & magazines begin to digitize production </li></ul><ul><li>1970s: ARPANET, precursor to the internet developed </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  20. 20. PR & Media History <ul><li>1973: VCR </li></ul><ul><li>1975: First desktop computer </li></ul><ul><li>1979: First mobile phone service </li></ul><ul><li>1980: New York Times, WSJ and Dow Jones put news databases online </li></ul><ul><li>1985: CD-ROMs and first laptop computer </li></ul><ul><li>1991: World Wide Web </li></ul><ul><li>1993: WWW made available for free, first ads appear on the internet </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  21. 21. PR & Media History <ul><li>1993: Brian Solis coins the term “PR 2.0” to describe the convergence of traditional and social media in PR </li></ul><ul><li>1997: Nokia Communicator smartphone </li></ul><ul><li>1998: First downloadable content for mobile phones </li></ul><ul><li>1999: Napster </li></ul><ul><li>2004: Howard Dean is first presidential candidate to create a blog </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  22. 22. PR & Media History <ul><li>2007-2008: Barack Obama makes history using social media in his presidential campaign </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  23. 23. Why Move to Social Media? <ul><li>Because social media is the current step in the evolution of media and PR will be left behind if the industry does not capitalize on this latest opportunity </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  24. 24. What does social media do for PR? <ul><li>Instant interaction with public </li></ul><ul><li>Public has instant interaction with you </li></ul><ul><li>Low cost media exposure </li></ul><ul><li>With the downturn of economy, companies must rely on brand loyalty - gained through personal relationships with a company - to retain customers </li></ul><ul><li>Monitoring of what is being said about your brand or product </li></ul><ul><li>A way of staying on top of news and consumer trends </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  25. 25. What are the dangers of not moving to social media? <ul><li>Difficulty of monitoring what is being said about your firm </li></ul><ul><li>Loss of competitive edge </li></ul><ul><li>It doesn’t take long for the entire Web to be buzzing about something negative </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  26. 26. Motrin Moms Protest against Motrin ad began with a single “tweet” and escalated into a full scale online riot within hours as Motrin account executives enjoyed their weekend Jessica Ayers | Jacob Summers | Molly McPherson
  27. 27. www.globeandmail.com www.twitter.com/jessicagottlieb Twitter Feed Jessica Ayers | Jacob Summers | Molly McPherson Motrin Moms
  28. 28. Embarrassing Apologies Jessica Ayers | Jacob Summers | Molly McPherson
  29. 29. Who is moving to social media? <ul><li>Most corporations and companies now have blogs posted on their Web site, written by interns, employees and even CEOs </li></ul><ul><li>Many companies also have twitter accounts and MySpace and Facebook pages </li></ul><ul><li>Others are capitalizing on the influence of social media users to gain free exposure for their brand or product </li></ul>Jessica Ayers | Jacob Summers | Molly McPherson
  30. 30. Barack Obama Jessica Ayers | Jacob Summers | Molly McPherson
  31. 31. Barack Obama Jessica Ayers | Jacob Summers | Molly McPherson
  32. 32. Pepsi “ Today, I received three separate shipments, about 20 minutes apart delivered by courier service. I got two cases with empty cans showing off previous Pepsi logos and designs, and then finally I got a case with six full Pepsi cans showing the new design. Pepsi wanted me to know that they were doing something with their branding and their entire approach over the coming years. They even sent me a DVD to show me some history.” “ What’s interesting to me is that they reached out to me as one of 25 people to get this news. They presumed (correctly) that I’d blog about it. They figured I’d say something one way or the other.” Jessica Ayers | Jacob Summers | Molly McPherson Pepsi
  33. 33. Nike Jessica Ayers | Jacob Summers | Molly McPherson
  34. 34. Others Jessica Ayers | Jacob Summers | Molly McPherson
  35. 35. THE SIGNIFICANCE to PR <ul><li>How Social Media Changes PR Practice </li></ul><ul><li>Research </li></ul><ul><ul><li>Reading what people blog about your company </li></ul></ul><ul><ul><li>Your company’s online identity </li></ul></ul><ul><li>Planning </li></ul><ul><ul><li>How to personally reach people with the new market </li></ul></ul><ul><ul><li>How to get people to interact online </li></ul></ul><ul><li>Implementation </li></ul><ul><ul><li>Twitpitch, Social Media Release </li></ul></ul><ul><ul><li>Pitching to bloggers </li></ul></ul><ul><li>Evaluation </li></ul><ul><ul><li>Online surveys, 24/7 reactions, immediate feedback </li></ul></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  36. 36. THE SIGNIFICANCE to PR <ul><li>How PR Students Should Prepare </li></ul><ul><li>Fight fire with fire, do online research </li></ul><ul><ul><li>Webinars, Web conferences, </li></ul></ul><ul><li>Learn from the best </li></ul><ul><ul><li>Keep up with how businesses are adapting </li></ul></ul><ul><li>Read, read, READ! </li></ul><ul><ul><li>Blogs, online newspapers and twitter feeds </li></ul></ul><ul><li>Practice makes perfect </li></ul><ul><ul><li>Create accounts and experience twitter, blogging and virtual life </li></ul></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  37. 37. THE SIGNIFICANCE to PR <ul><li>How Social Media is Taught </li></ul><ul><li>Integrating social media into writing courses </li></ul><ul><li>Encouraging students to participate in PR social networks and blogs </li></ul><ul><li>Conducting research on social media’s effects </li></ul><ul><li>Creating online accounts to connect students and teachers </li></ul><ul><li>Offering classes like Platform Online Magazine </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  38. 38. THE SIGNIFICANCE to PR <ul><li>How does Platform fit in with Social Media? </li></ul><ul><li>We use multiple social media networks </li></ul><ul><li>We cater to an audience adept in social media </li></ul><ul><li>We need to use these cutting-edge resources to promote our publication </li></ul><ul><li>We would like you to help us fill gaps in our social media use, in our social media promotion and in our fund-raising opportunities through completing a situation analysis </li></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  39. 39. THE SIGNIFICANCE to PR <ul><li>Situation Analysis </li></ul><ul><li>A snapshot view of the company </li></ul><ul><li>Elements: </li></ul><ul><ul><li>Mission/Goals of the company </li></ul></ul><ul><ul><li>History/timeline </li></ul></ul><ul><ul><li>Organizational structure </li></ul></ul><ul><ul><li>Past communication efforts </li></ul></ul><ul><ul><li>Priority publics </li></ul></ul><ul><ul><li>Environment the company works in </li></ul></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  40. 40. THE SIGNIFICANCE to PR <ul><li>Situation Analysis </li></ul><ul><ul><li>SWOT analysis </li></ul></ul><ul><ul><ul><li>Strengths & Weaknesses </li></ul></ul></ul><ul><ul><ul><li>Opportunities & Threats </li></ul></ul></ul><ul><ul><li>PR problem/opportunity statement </li></ul></ul><ul><ul><li>Using the problem/opportunity statement, create a plan to implement in response </li></ul></ul><ul><ul><li>Create measurable, time-specific strategies, objectives and tactics for a communication plan for the company </li></ul></ul>®Jessica Ayers | Jacob Summers | Molly McPherson
  41. 41. Thank You. ®Jessica Ayers | Jacob Summers | Molly McPherson

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