CMPRSA The Workshop

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Workshop from November 14, 2008 in East Lansing, MI, for the CMPRSA. Includes Edelman and Central Michigan examples.

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CMPRSA The Workshop

  1. 1. CMPRSA THE WORKSHOP Leah Jones Senior Analyst, Edelman Digital Research & Digital Culture
  2. 2. COMBINE TOOLS TO BUILD PRESENCE AND RELATIONSHIPS
  3. 3. BIGGBY COFFEE: TWITTER, FLICKR, BLOG, GOOGLE MAPS
  4. 4. ENJOY ILLINOIS: TWITTER, FLICKR, BLOGGER EVENTS
  5. 5. THE BITS & PIECES
  6. 6. BLOGS <ul><li>Frequently updated online journals, published in reverse chronological order </li></ul><ul><li>100M tracked by T’rati, 15M of which are active </li></ul><ul><li>Likely tens of millions more in Asian countries </li></ul><ul><li>Good For: </li></ul><ul><li>Personally connecting with communities big and small </li></ul><ul><li>Provides perspective and context to a company </li></ul><ul><li>Delivering insight into influential mindset </li></ul>
  7. 10. MICROBLOGGING <ul><li>Takes short-form inputs (e.g., IM and text message) and serves them up as a blog </li></ul><ul><li>Front page of MSM this year, Twitter takes control </li></ul><ul><li>Messages can be public, private, or privately public </li></ul><ul><li>Good For: </li></ul><ul><li>Delivering minute-by-minute updates from personal perspective </li></ul><ul><li>Following tech conferences through the eyes of enthusiasts </li></ul><ul><li>Building relationships with individuals </li></ul><ul><li>Monitoring for customer service </li></ul>
  8. 15. SOCIAL NETWORKS <ul><li>Connect to people you know and find like-minded groups to join </li></ul><ul><li>Create an online group for an offline group </li></ul><ul><li>Organize events via group </li></ul><ul><li>Share photos of events </li></ul><ul><li>Expand your social circle </li></ul><ul><li>Foster relationships locally and globally </li></ul>
  9. 18. VIDEO SHARING <ul><li>Users upload video, tag it, and share it in a Web-friendly format </li></ul><ul><li>Top sites include YouTube, Revver, and DailyMotion </li></ul><ul><li>Terms of service are starting to relax (a little ) for corporations </li></ul>
  10. 22. PHOTO SHARING <ul><li>A place where users can upload, tag, share, and collaborate around photos </li></ul><ul><li>Flickr is clearly the most popular (and open) photo-sharing community; Google offers Picasa </li></ul><ul><li>Compare to Shutterfly or Kodak/Ofoto </li></ul>
  11. 24. LISTEN, THEN ENGAGE
  12. 25. Establishing an online presence Engaging online influencers Enriching content Embracing community CRAWL WALK RUN FLY Evolution of an Online Engagement Program Online Monitoring

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