Lecture1 2013


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  • METRICS --- engagement: count tweets, retweets - dont just count things like numbers of followers, facebook fans, volume of mentions segment audience : define who the audiecnes are - media / employers / active public. what do you care about - what is the key metrics - tone / engagements. focus the report around these audiences. content : define the unit of measurement . youtube comment, facebook. product, aimed at which gender? link, link to video, link to image, link to blog post, link to web page. what is being sage message resonation : repeating messages, quoting your spokes people, sources - present / absent, talking points - mentioned ? mention of wesbite, product, whitepaper, factsheet referred in quote? response, interation, engagement : facebook posting used as unit of analysis, what did the client talk about, what resources offered e.g. link, content, about a product? look over 48 hours .. how have people repsonded .. likes, comments, repeat commentators? tone and sentiment analysis : postitive , negative, neutral. your determination. write a definition tho. support, repeated messages, said something pos. neutral = pos and neg or perhaps provided fact. tweetfeel and others search for automated sentiment tools .. view increases from external links : bit.ly, howe much more traffic? look at bit.ly info bitly/info/linkid url shortners : bit.ly show how many have clicked on link, location, quantity of retweets, facebook, track other bitlys for the same page. competitor analysis : what are people saying about competitors. can trigger ideas if missing an opportunity, repeat the method of analysis for the client but on competitors
  • Lecture1 2013

    1. 1. Introduction to PR and New Media Session 1
    2. 2. Some factoids….It only took the internet 4 years to capture 50 million users:  radio - 38 years,  TV - 18 years,  PCs - 13 yearsMore than 70% of the internet population use social networks1 billion people have a facebook account
    3. 3. Some factoids….Age profiles:• twitter: 35 avg• Linkedin: 40 avg• Facebook: 35-40 biggest demographic• Youtube: 20-55 age rangeThe space changes so fast, these stats are probably not uptodate!
    4. 4. What do you do online ?
    5. 5. New DemographicsTechnographics (groundswell)•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives
    6. 6. What are the ‘New Media’
    7. 7. Types of Social Media• Networking sites• Blogs• Microblogs• Collaborative communities• Forums• Content sharing• LBS• Virtual worlds
    8. 8. Top 10 Characteristics Of New Media1. Two-way communication2. Ease of access to and dissemination of information3. Community4. Social collectivity and cooperation5. Portability and time flexibility (time-shifting), which provide users with freedom over space and time6. Convergence of many different media so that they can carry out more than one function at a time and combine -- as is the case with the cameraphone7. Aggregation of content, which is facilitated by digitization and convergence8. The Long Tail phenomenon9. The closing of the gap between (or the convergence of) producers and consumers of media10. Remix culture which digitization facilitates
    9. 9. The changing / moving conversationWho communicates online?Where and how?How does it change?What are the patterns?
    10. 10. The Difference in Summary• Traditional Media – shared en masse, one-way, passive• ‘New Media’ interactive, intimate and involves IT (information technology)• Audience of New Media: – Active producers of content and information – Email, chat, blogs, podcasting, video etc– People connect, technology facilitates
    11. 11. Impact of New Media on PR
    12. 12. New Media and PR• New Influencers• Conversation• Community• Fewer intermediaries• Measurement
    13. 13. PR + Social Media = ?
    14. 14. A good starting point …“the focus must always be in the communities, whether they are connected through interest groups, trusted friendships or driven by passions…“Tapping into the conversations that are relevant to your stakeholders allows businesses to build relationships, influence communications and ultimately inspire advocacy and trust..
    15. 15. Topics of Interest• Planning• Techniques• Creativity• Guidelines• Monitoring & Measurement
    16. 16. Top 5 Things To Analyse• Engagement• Audience Segmentation• Topics & Content• Resonation• Tone & Sentiment
    17. 17. Top 5 Things To Analyse• Engagement • Retweets, shares, likes • Not just numbers of followers / fans etc
    18. 18. Top 5 Things To Analyse• Audience Segmentation • Who are the primary / secondary audiences • B2b, b2c, consumer, employees, shareholders etc
    19. 19. Top 5 Things To Analyse• Topics & Content • Video, post, image • Links, vertical, horizontal internal, external
    20. 20. Top 5 Things To Analyse• Resonation • Repeating messages, quotes from tweets, mentions • Links
    21. 21. Top 5 Things To Analyse• Tone & Sentiment • Positive, negative, Neutral
    22. 22. Where To AnalyseSearch all social media: Addcitomatic, IceRocket, Yahoo! Pipes, Samepoint, Social MentionTwitter searches and metric tools: tweetgrid, Twazzup, trendistic, twitalyzer, tweeteffect, tweetstats, twitturly, tweetvolume, trendpediaBlogs: blogsearch.google.com, postrankSEO: google.com/insights/searchFacebook: facebook.com/lexicon/Be sure to also consider searching Flickr, YouTube, Vimeo, Viddler and any other social site you can find!