Social media & pr3


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  • Make it. Far more niche goods than hits. Amateurs competing with professionals. Get it out there. Cost of reaching niches is falling dramatically. Help me find it. Filters drive demand down the Tail. All those niches add up. The “natural shape of demand” is revealed.
  • Social media & pr3

    1. 1. Social Media & PR Dr. LaRae M. Donnellan, APR, CPRC Florida A&M University September 2010
    2. 2. Why Does It Matter? <ul><li>“ You are the generation that is going to either preside over the beginning of the end of real communication … or be its salvation.” </li></ul><ul><ul><li>(Ron Sachs, President, Ron Sachs Communications, in comments made Sept. 20, 2010, to public relations students at Florida A&M University) </li></ul></ul>(Image from )
    3. 3. The New Influencers <ul><li>We tend to believe “people like us.” </li></ul><ul><li>Traditional media </li></ul><ul><ul><li>Gatekeepers </li></ul></ul><ul><li>Social media </li></ul><ul><ul><li>Everyone can be a publisher (with the right equipment & access). </li></ul></ul><ul><ul><li>We can market directly to our publics. </li></ul></ul><ul><ul><li>(Paul Gillin: “The New Influencers: A Marketer’s Guide to the New Social Media”) </li></ul></ul>
    4. 4. The New Influencers <ul><li>Web 1.0 </li></ul><ul><ul><li>Mostly read-only </li></ul></ul><ul><ul><li>Shopping carts </li></ul></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>Interactive (read/write) Internet </li></ul></ul><ul><ul><li>Blogs, viewer rankings, chat rooms, mashups, microblogging, etc. </li></ul></ul><ul><li>Web 3.0 </li></ul><ul><ul><li>Fast, customizable, pieced-together applications </li></ul></ul><ul><ul><li>Shared virally by computer and phone </li></ul></ul><ul><ul><li>Possible moneymakers </li></ul></ul>
    5. 5. The New Influencers <ul><li>Marketing wisdom </li></ul><ul><ul><li>Conventional: 1 dissatisfied customer can reach 10. </li></ul></ul><ul><ul><li>Social media: 1 dissatistifed customer can reach 10 million . </li></ul></ul><ul><li>Vincent Ferrari & the “blog swarm” </li></ul><ul><ul><li>Tried to cancel AOL account June 13, 2006 </li></ul></ul><ul><ul><li>Posted audio file June 20 on his “Insignificant Thoughts” blog </li></ul></ul><ul><ul><li>Sent e-mail notification to, </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> (Image from </li></ul></ul>
    6. 6. Groundswell <ul><li>Social trend </li></ul><ul><ul><li>People use technologies to get what they need from each other, not from companies </li></ul></ul><ul><ul><li>“ An important, irreversible, completely different way for people to relate to companies and to each other” </li></ul></ul><ul><li>Why is it happening now? Collision of three forces: </li></ul><ul><ul><li>People’s desire to connect </li></ul></ul><ul><ul><li>New interactive technologies </li></ul></ul><ul><ul><li>Economics: On the Internet, traffic = money </li></ul></ul><ul><ul><li>(Charlene Li & Josh Bernoff: “Groundswell: Winning in a World Transformed by Social Technologies”) </li></ul></ul><ul><ul><li> (Image from ) </li></ul></ul>
    7. 7. Crowdsourcing <ul><li>Crowdsourcing: </li></ul><ul><ul><li>Harnessing the skills & enthusiasm of those outside an organization </li></ul></ul><ul><ul><li>Volunteer to contribute content & solve problems online. </li></ul></ul><ul><ul><ul><li>When the new iPhone 4 was released, users turned to crowdsourcing for help, not the company. </li></ul></ul></ul><ul><li>Has crowdsourcing gone too far? </li></ul><ul><ul><li>Who really benefits? </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>(Charlene Li & Josh Bernoff: “Groundswell: </li></ul></ul><ul><ul><li>Winning in a World Transformed by Social </li></ul></ul><ul><ul><li>Technologies”) </li></ul></ul>(Image from
    8. 8. Analyzing Publics <ul><li>Demographics </li></ul><ul><li>Psychographics </li></ul><ul><li>Technology use </li></ul><ul><ul><li>Social Technographics Profile </li></ul></ul>
    9. 9. Social Technographics Profile <ul><ul><ul><li>Social Technographics Profile Calculator </li></ul></ul></ul><ul><ul><li>(Charlene Li & Josh Bernoff: “Groundswell: Winning in a World </li></ul></ul><ul><ul><li>Transformed by Social Technologies”) </li></ul></ul>
    10. 10. The Long Tail <ul><li>Near infinite supply of products </li></ul><ul><li>Demand for just about everything </li></ul><ul><ul><li>We buy hits. </li></ul></ul><ul><ul><li>But we also by “misses.” </li></ul></ul><ul><ul><li>(Chris Anderson, “The Long Tail: Why the </li></ul></ul><ul><ul><li>Future of Business Is Selling Less of More”) </li></ul></ul>(Photo by LaRae Donnellan)
    11. 11. The Long Tail (From
    12. 12. 98% Rule <ul><li>Does the 80/20 Rule apply? </li></ul><ul><ul><li>Not in 24/7 digital world </li></ul></ul><ul><li>98% Rule </li></ul><ul><ul><li>iTunes – Every track sold at least once. </li></ul></ul><ul><ul><li>Netflix – 95% of films rented at least once a quarter. </li></ul></ul><ul><ul><li> – 98% of its top 100,000 books sold at least once a quarter. </li></ul></ul>(Image from
    13. 13. 3 Forces of the Long Tail <ul><li>Make it </li></ul><ul><ul><li>Desktop technologies </li></ul></ul><ul><ul><li>Professionals and amateurs competing </li></ul></ul><ul><li>Get it out there </li></ul><ul><ul><li>24/7 </li></ul></ul><ul><ul><li>Costs falling (clicks, not bricks) </li></ul></ul><ul><li>Help me find it </li></ul><ul><ul><li>Aggregators & filters </li></ul></ul><ul><ul><li>Ratings </li></ul></ul>(Photo by LaRae Donnellan)
    14. 14. Aggregators & Filters <ul><li> </li></ul><ul><li>What Do Customers Buy After Viewing This Item? </li></ul><ul><li>81% buy the item you viewed 7% buy this alternative 4% buy this alternative </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>THE LONG TAIL: WHY THE FUTURE OF... The Long Tail: Why the Future of... Hardcover by Chris Anderson </li></ul><ul><li>MADE TO STICK: WHY SOME IDEAS SURVIVE... Made to Stick: Why Some Ideas Survive... Hardcover by Chip Heath, Dan Heath </li></ul><ul><li>WIKINOMICS: HOW MASS COLLABORATION... Wikinomics: How Mass Collaboration... Hardcover by Don Tapscott, Anthony D... </li></ul>
    15. 15. Importance of Social Media <ul><li>Social Media Revolution 2 </li></ul><ul><ul><li>When are most tweets sent? </li></ul></ul><ul><ul><ul><li>4 p.m., Friday! </li></ul></ul></ul>