Ntpfw Moran

587 views

Published on

Overall presentation on using the Web in public relations to the National Transportation and Public Affairs Workshop in Nashville,Tenn. Aug. 4, 2008

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
587
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ntpfw Moran

  1. 1. Communicating with your audiences in a Web 2.0 world <ul><li>Melanie Moran </li></ul><ul><li>Vanderbilt University News Service </li></ul><ul><li>August 4, 2008 </li></ul>
  2. 2. Today we’ll talk about: <ul><li>How online communications have changed </li></ul><ul><li>Questions to ask about your Web site </li></ul><ul><li>Definitions of social media </li></ul><ul><li>The importance of conversations </li></ul><ul><li>Audience expectations </li></ul><ul><li>New tools and opportunities </li></ul><ul><li>Tackling a redesign </li></ul>
  3. 3. Then… <ul><li>Press releases (faxed) </li></ul><ul><li>Newsletters (mailed) </li></ul><ul><li>Magazines (print only) </li></ul><ul><li>Mainstream media coverage </li></ul><ul><li>Top down control </li></ul><ul><li>One-way </li></ul>
  4. 4. Now… <ul><li>We still write press releases but… </li></ul><ul><li>24/7 news cycle </li></ul><ul><li>55 percent of Americans have broadband at home </li></ul><ul><li>62 percent of Americans use wireless, mobile devices </li></ul><ul><li>Blogs, Video, Podcasts </li></ul><ul><li>Two-way </li></ul><ul><li>No direct control </li></ul>
  5. 5. Does your Web site... <ul><li>Provide a welcoming, attractive and easy-to-navigate front door to your agency? </li></ul><ul><li>Rank highly in search engines? </li></ul><ul><li>Speak to your different audiences? </li></ul><ul><li>Reflect current expectations? </li></ul><ul><li>Meet accessibility standards? </li></ul><ul><li>Encourage conversations? </li></ul>
  6. 6. Does your Web presence… <ul><li>Feature new content nearly every day? </li></ul><ul><li>Have the ability to be update the site from anywhere? </li></ul><ul><li>Have a ‘dark’ version ready to go in the event of an emergency? </li></ul><ul><li>Have a robust search engine in place? </li></ul><ul><li>List real people to contact for help? With phone numbers? </li></ul><ul><li>Reflect the strategic goals of the agency? </li></ul><ul><li>Two-way </li></ul><ul><li>No direct control </li></ul>
  7. 7. What is social media / Web 2.0? <ul><li>Digital tools and services that allow content creation with little to no technical knowledge </li></ul><ul><li>Consumer-created content </li></ul><ul><li>Personal profiles </li></ul><ul><li>Shared interests / online communities </li></ul><ul><li>Mashing together peoples’ work </li></ul>
  8. 8. Social networks <ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>Blogs </li></ul><ul><li>LinkedIn </li></ul><ul><li>Del.icio.us </li></ul><ul><li>Twitter </li></ul><ul><li>Wikis </li></ul><ul><li>And on and on… </li></ul>
  9. 9. “Join the conversation” <ul><li>Dozens / hundreds / thousands of conversations taking place every day online about your organization </li></ul><ul><li>Who is talking? Who is listening? </li></ul><ul><li>What are they saying? </li></ul><ul><li>What are you saying in response? </li></ul>
  10. 10. Why join the conversation? <ul><li>To correct misconceptions </li></ul><ul><li>To provide less formal interaction with your agency </li></ul><ul><li>To strengthen connection to your agency </li></ul><ul><li>To continue sense of community </li></ul><ul><li>To strengthen your identity </li></ul><ul><li>Your community speaks for you </li></ul><ul><li>Improve search engine rankings </li></ul><ul><li>The media listens, too </li></ul>
  11. 11. But before you start talking… <ul><li>Listen </li></ul><ul><li>Read </li></ul><ul><li>Ask </li></ul><ul><li>Plan </li></ul><ul><li>Implement </li></ul><ul><li>Listen / Monitor </li></ul><ul><li>Regroup </li></ul><ul><li>Revise </li></ul>
  12. 12. Vanderbilt & Podcasts <ul><li>History of online audio </li></ul><ul><li>New “content” generated everyday </li></ul><ul><li>Omnivore approach </li></ul><ul><li>Partnered with the Big Brand </li></ul>
  13. 13. Vanderbilt & Video <ul><li>Identified growth area </li></ul><ul><li>Corralled talent </li></ul><ul><li>Again, leveraged partnerships www.youtube.com/vanderbilt </li></ul><ul><li>Video caveat - Remember, you’re not Spielberg, and you don’t have to be! </li></ul>
  14. 14. Integration
  15. 15. Measuring success <ul><li>Determine who you are reaching and how </li></ul><ul><li>Measurement built into many social media tools </li></ul><ul><li>Google Analytics </li></ul><ul><li>Third party companies exist to help measure your outreach efforts and also your “conversations” </li></ul>
  16. 16. Tips for taking on a redesign <ul><li>Start work 9-12 months before you wish to launch </li></ul><ul><li>Survey colleague’s sites, and others outside of government, for best practices </li></ul><ul><li>Study your Web traffic data </li></ul><ul><li>Survey agency employees </li></ul><ul><li>Survey agency audiences </li></ul><ul><li>Consider using a blog to keep audiences involved in process and to get feedback </li></ul><ul><li>Decide how to incorporate social media - choose what makes sense for your agency </li></ul>
  17. 17. Social media in a crisis <ul><li>Immediate information </li></ul><ul><li>Opportunity for connection </li></ul><ul><li>Rumor control </li></ul><ul><li>Ongoing updates </li></ul><ul><li>Portability </li></ul>
  18. 18. Social media is the crisis <ul><li>Juicy Campus </li></ul><ul><li>Bad Jocks </li></ul><ul><li>CollegeSnafu </li></ul>
  19. 19. Contact <ul><li>Melanie Moran Associate Director, Vanderbilt News Service (615) 322-7970 [email_address] blogvu.wordpress.com twitter.com/melaniemoran </li></ul><ul><li>www.slideshare.net/melaniemoran </li></ul>

×