New Technologies In
 Communication
   Brian Bloom, Liggett Stashower
      Matt Dickman, DigiKnow




                    ...
Exciting Time To Be in PR
 • Changing consumer habits
 • New techniques
 • Evolving media



                              2
Changing Consumer Habits
  • People still watch TV, listen to the radio and
    read newspapers...sort of
  • Watch YouTub...
New Techniques
• Text messaging
• Webinars
• Blogs
• Podcasts
• Videocasting

                      4
Even Old Tactics Have
            Changed
• News releases
 • Personal email delivery and messaging
 • Still mailing
 • Wir...
Evolving Media
• Further division of mass media
• Netflix on demand programming on the
  Internet
• Cable channels
• Intern...
What is Web2.0
• It’s a mindset, not a piece of technology
• There is no line in the sand
• Social, community-generated co...
Platform Independent




                       8
User Generated
• Citizen journalists
• Amateur paparazzi
• Bloggers
• Podcasters
• Proliferation of connected devices
• Co...
Scope of Social Media
• 60,000 videos uploaded to YouTube daily
• 75,000 blogs created daily
• 1.2 million blog posts each...
www.myspace.com
www.facebook.com
www.xanga.com
360.yahoo.com
www.bebo.com
www.tagged.com
www.classmates.com
spaces.msn.com...
12
Avatar Marketing




                   13
Social Content Tagging
• Digg.com       • Furl
• Flickr.com     • Reddit
• Netscape.com   • Tailrank
• del.icio.us    • Me...
15
16
Avon Heritage Duct
     Tape Festival
• Celebrate duct tape to increase product’s
  awareness
• Follow the product’s cult-...
18
19
Stuck at Prom Contest
• Embrace creativity around the use of
  duct tape
• Stay away from “corporate” program
• Focus on t...
21
22
Loctite Hold’em
• Demonstrate precision of the product
• Tag onto a unique event
• Create application to highlight the
  a...
24
25
Resources
•                               •
    Ad Age Daily                    Online Spin

•                            ...
Thank you
Questions or comments?




                         27
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PRSA Cleveland - New Media's Influence on PR

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Brian Bloom and Matt Dickman present ways in which new media is impacting traditional PR.

Published in: Business, Technology

PRSA Cleveland - New Media's Influence on PR

  1. 1. New Technologies In Communication Brian Bloom, Liggett Stashower Matt Dickman, DigiKnow 1
  2. 2. Exciting Time To Be in PR • Changing consumer habits • New techniques • Evolving media 2
  3. 3. Changing Consumer Habits • People still watch TV, listen to the radio and read newspapers...sort of • Watch YouTube, iFilm, even videos on commercial sites (Doritos) • Listen to downloaded music and podcasts on their iPods and satellite radio • Read the latest news on cnn.com, espn.com 3
  4. 4. New Techniques • Text messaging • Webinars • Blogs • Podcasts • Videocasting 4
  5. 5. Even Old Tactics Have Changed • News releases • Personal email delivery and messaging • Still mailing • Wire service 5
  6. 6. Evolving Media • Further division of mass media • Netflix on demand programming on the Internet • Cable channels • Internet TV - YouTube to CBS programming 6
  7. 7. What is Web2.0 • It’s a mindset, not a piece of technology • There is no line in the sand • Social, community-generated content • Re-think traditional business models 7
  8. 8. Platform Independent 8
  9. 9. User Generated • Citizen journalists • Amateur paparazzi • Bloggers • Podcasters • Proliferation of connected devices • Content syndication through RSS 9
  10. 10. Scope of Social Media • 60,000 videos uploaded to YouTube daily • 75,000 blogs created daily • 1.2 million blog posts each day • 240,000 MySpace users added each day • 75,000,000+ total MySpace members 10
  11. 11. www.myspace.com www.facebook.com www.xanga.com 360.yahoo.com www.bebo.com www.tagged.com www.classmates.com spaces.msn.com www.friendster.com www.orkut.com 11
  12. 12. 12
  13. 13. Avatar Marketing 13
  14. 14. Social Content Tagging • Digg.com • Furl • Flickr.com • Reddit • Netscape.com • Tailrank • del.icio.us • Metafilter • Newsvine 14
  15. 15. 15
  16. 16. 16
  17. 17. Avon Heritage Duct Tape Festival • Celebrate duct tape to increase product’s awareness • Follow the product’s cult-like following • Craft a full circle program that captures the brand • Use PR tactics to drive people to the Web site and event 17
  18. 18. 18
  19. 19. 19
  20. 20. Stuck at Prom Contest • Embrace creativity around the use of duct tape • Stay away from “corporate” program • Focus on teen media to pull them to the website 20
  21. 21. 21
  22. 22. 22
  23. 23. Loctite Hold’em • Demonstrate precision of the product • Tag onto a unique event • Create application to highlight the applicator • Use new media (YouTube/Google Video) 23
  24. 24. 24
  25. 25. 25
  26. 26. Resources • • Ad Age Daily Online Spin • • Center for Media Research Yahoo Alert • • Daily Dog Technorati • • Google Alert Yahoo! Buzz Index • • OMMA Digg Spy • • Online Media Daily Nielsen Buzz Metrics 26
  27. 27. Thank you Questions or comments? 27

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