Cutting Through the Clutter Using "Word of Mouse"


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National School Public Relations presentation for 2010 National Seminar

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Cutting Through the Clutter Using "Word of Mouse"

  1. 1. Cutting Through the Clutter Using <ul><li>NSPRA National Seminar – 2010 </li></ul><ul><li>M. Larry Litwin, APR, Fellow PRSA </li></ul><ul><li>© 2010 </li></ul>“ Word of Mouse”
  2. 2. Web 2.0 <ul><li>Doing what We Do even better …using participatory (social) media. </li></ul>
  3. 3. Taken from…
  4. 5. PR Is... <ul><li>“ This is who we are; </li></ul><ul><li>What we think about ourselves; </li></ul><ul><li>What we want to do; and </li></ul><ul><li>Why we deserve your support.” </li></ul>
  5. 6. PR Practitioners are… Strategic Advisors
  6. 8. You Talk – We Listen <ul><li>Hearing vs. Listening </li></ul><ul><li>There is a reason why we have two ears and one mouth – we must listen twice as </li></ul><ul><li>much as we speak. </li></ul>
  7. 9. First of Many Examples
  8. 10. Discussion Points <ul><li>Social Media via YouTube ® </li></ul><ul><li> </li></ul>
  9. 11. OK!
  10. 12. You just need to...
  11. 13. WHY USE SOCIAL MEDIA ? Drives Authenticity Measures Return of Investment Produces Common Threads Builds Brand Loyalty
  12. 14. Point of Emphasis <ul><li>Today, there are more media channels and content streams competing for your target audiences’ attention than ever before. The key to success is to focus on the appropriate medium that will carry your message to your target audience efficiently and effectively – and – at the right time (aperture). 1-2-1 “marketing” (IMC/ “Word of Mouse” ) ties your communication messages together with a consistent look, feel, tone and message that support your strategic communication efforts and makes your message more effective and efficient. </li></ul>
  13. 15. Another Point of Emphasis <ul><li>Social media IS participatory media and </li></ul><ul><li>“ Word of Mouse ” </li></ul>
  14. 16. The Future is Now
  15. 18. MAC Triad Plus cont. <ul><li>Informization </li></ul><ul><ul><li>Disseminating information ( message ) to target audience through the proper channel at the best possible time . </li></ul></ul>
  16. 19. Audiences (ISPR) <ul><li>Identify </li></ul><ul><li>Segment/Fragment </li></ul><ul><ul><ul><li>Demographically </li></ul></ul></ul><ul><ul><ul><li>Psychographically </li></ul></ul></ul><ul><ul><ul><li>Geodemographically </li></ul></ul></ul><ul><ul><ul><li>Behavioristically </li></ul></ul></ul><ul><ul><ul><li>Benefits </li></ul></ul></ul><ul><li>Profile </li></ul><ul><li>Rank </li></ul><ul><ul><li>Audience Power Structure </li></ul></ul><ul><ul><ul><li>Elite (Key Communicators) </li></ul></ul></ul><ul><ul><ul><li>Pluralistic or Diffused </li></ul></ul></ul><ul><ul><ul><li>Amorphous/Latent </li></ul></ul></ul>
  17. 20. Reaching the Desired Outcome <ul><li>Attitude </li></ul><ul><li>Opinion </li></ul><ul><li>Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome </li></ul>
  18. 21. 1-2-1 achieves Synergy
  19. 22. Synergy <ul><li>The whole is greater than </li></ul><ul><li>the sum of its parts </li></ul><ul><li>or </li></ul><ul><li>The whole works better than </li></ul><ul><li>any one of its parts. </li></ul><ul><li>[ To achieve our goal, we should </li></ul><ul><li>achieve synergy. ] </li></ul>
  20. 23. More Discussion Items <ul><li>YouTube ® </li></ul><ul><li>Blog </li></ul><ul><li>Inline attachments </li></ul><ul><li>Podcasts </li></ul><ul><li>Vcasts </li></ul><ul><li>Twitter ® </li></ul><ul><li>Info Snacking </li></ul><ul><li>Texting/SMS </li></ul><ul><li>BBMing </li></ul><ul><li>Websites (Disadvantages – later) </li></ul>
  21. 24. More Discussion Items <ul><li>Flash mobs </li></ul><ul><li>Cell phone audio tours </li></ul><ul><li>Disruptive technology </li></ul><ul><li>Google Docs </li></ul><ul><li>Blasting </li></ul><ul><li>ListServ </li></ul><ul><li>Ink Jet printing </li></ul><ul><li>Viral marketing </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Podcasts offer flexibility to reach “on-the-go staffers” </li></ul><ul><li>By Lindsey Miller </li></ul><ul><li>PepsiCo’s “Sound Bites” deliver 7-minute updates and interviews of interest to employees. </li></ul>
  22. 25. Two-Way Communication Model <ul><li>Sender >>> Message >>> Receiver </li></ul><ul><li>^ V </li></ul><ul><li> ^ Noise V </li></ul><ul><li> ^ Noise V </li></ul><ul><li> ^ Noise V </li></ul><ul><li> ^ V </li></ul><ul><li> ^ <<<<<<<< Feedback <<<<<<< V </li></ul>
  23. 26. Web 2.0 and Social Networking Strategies <ul><li>Users add value </li></ul><ul><li>Two way communication – participation not publishing </li></ul><ul><li>Technology is used to create and diffuse new knowledge </li></ul><ul><li>Spontaneous collaborative work </li></ul><ul><li>Online content is the start of group-level work </li></ul><ul><li>Perpetual beta </li></ul><ul><li>Online content is generated by many people </li></ul><ul><li>Faith in the community </li></ul><ul><li>Connections are the new king, although content still matters </li></ul><ul><li>Word of Mouse marketing (WOMM) </li></ul><ul><li>Web as platform: anytime, anywhere access </li></ul>
  24. 27. School Blogs <ul><li>Social Media = The use of technology tools for online conversations, information sharing, and community building in text, audio and video. </li></ul><ul><li>Creating a school (district) blog as the centerpiece of social media strategy </li></ul><ul><li>is a strategic investment in stakeholder longevity. </li></ul><ul><li>School blogs help build online communities around issues of interest to </li></ul><ul><li>parents, students, employees, taxpayers and other stakeholders. </li></ul><ul><li>Schools (districts) are discussed online , whether schools participate in </li></ul><ul><li>the conversation or not. To maintain credibility and support their “brand,” </li></ul><ul><li>schools must interact with their audiences – online . </li></ul>
  25. 28. Why Create a School Blog? <ul><li>21 st century credibility is maintained using a 21 st century tactic – online </li></ul><ul><li>communication </li></ul><ul><li>Blogging allows a school to benefit from stakeholders’ praise to the </li></ul><ul><li>“ world.” </li></ul><ul><li>Schools can win over readers’ testimonials that satisfy their need to </li></ul><ul><li>demonstrate they are making a difference </li></ul><ul><li>As people share their experiences with others, it builds a sense of </li></ul><ul><li>community that links value with your blog and brand. </li></ul>
  26. 29. You are the Brand <ul><li>Brand </li></ul><ul><li>Brand Equity </li></ul><ul><li>Brand Extension </li></ul><ul><li>Brand Expansion </li></ul><ul><li>Brand Familiarity </li></ul><ul><li>Brand Favorability </li></ul><ul><li>Brand Identity </li></ul><ul><li>Brand Image </li></ul><ul><li>Brand Insistence </li></ul><ul><li>Brand Loyalty </li></ul><ul><li>Brand Power (Brand Champions) </li></ul>
  27. 30. Are you a brand champion ? <ul><li>Brand champions deliver what they promise – and more. Schools must be brand champions . </li></ul>
  28. 31. Remember… <ul><li>Superior tactics cannot overcome a bad (business) strategy . </li></ul>
  29. 32. And this , too… <ul><li>No Planning = No Plan = </li></ul><ul><li>No Hope </li></ul>
  30. 33. Three-Step vs. Two-Step Flow <ul><li>Three-Step Flow </li></ul><ul><li>1. Credible endorser* </li></ul><ul><li>2. Key communicator </li></ul><ul><li>3. (Targeted) publics </li></ul><ul><li>*Source credibility </li></ul><ul><li>Two-Step Flow </li></ul><ul><li>1. Mass-media </li></ul><ul><li> message carrier </li></ul><ul><li>2. (Targeted) publics </li></ul>
  31. 34. Three-Step vs. Two-Step vs. One-Step Flow <ul><li>or </li></ul><ul><li>1-2-1 </li></ul><ul><li>From organization directly to </li></ul><ul><li>( Targeted ) publics </li></ul>
  32. 35. Power of 1-2-1
  33. 36. Examples start here …
  34. 37. PR News Has Gone Social
  35. 38. 1:1 (or 1-2-1)
  36. 39. There is L.L. – in RED
  37. 40. Inline 1-2-1
  38. 41. Inline (1-2-1) Attachment
  39. 42. Inline 1-2-1
  40. 43. Inline – Less formal
  41. 44. 1-2-1 (1:1) – Inkjet
  42. 45. 1-2-1 (1:1) – Inkjet
  43. 46. 1-2-1 (1:1) – Inkjet
  44. 47. Twitter ® Messages <ul><li>Found this by Googling myself. One never knows what one will find when one does that. Check this out . * </li></ul><ul><li>* </li></ul>
  45. 48. Power of “Word of Mouse”
  46. 49. Found on Google ®
  47. 50. TweetDeck ®
  48. 51. TweetDeck ® – It’s portable
  49. 52. Social Media Rankings
  50. 53. Social Media Specialist: Melissa Jones
  51. 56. NewBalance RUN-dezvous <ul><li>250,000 active users </li></ul><ul><li>86% returned at least once </li></ul><ul><li>57% came back nine times or more </li></ul><ul><li>More than 1 million Acebacks (rewards) earned by consumers playing the game </li></ul><ul><li>The idea behind the </li></ul><ul><li>campaign was: “spend some </li></ul><ul><li>time with us, have fun and </li></ul><ul><li>get the product for free.” </li></ul><ul><li>Lazerow socialized the </li></ul><ul><li>campaign by making </li></ul><ul><li>challenges an important part </li></ul><ul><li>of the game. “Which </li></ul><ul><li>Facebook friend is the best </li></ul><ul><li>runner?” </li></ul>
  52. 57. Info Snack
  53. 58. Info Snack
  54. 59. Full article
  55. 60. Full article – Page 2, etc.
  56. 61. Effective 1-2-1
  57. 62. Keeping Current
  58. 63. The Future is Now
  59. 64. Questions ??? <ul><li>M. Larry Litwin, APR, Fellow PRSA [email_address] </li></ul><ul><li>© 2010 </li></ul>
  60. 65. What’s on YOUR mind??? <ul><li>Understanding the MAC Triad Plus P&T </li></ul><ul><li>Audiences and messaging </li></ul><ul><li>Media challenges </li></ul><ul><li>Reaching Key Communicators and others (niche audiences) </li></ul><ul><li>“ Pitching” </li></ul><ul><li>7 C’s of Communication </li></ul><ul><li>6 C’s of Writing </li></ul><ul><li>Prepping the “C” suite </li></ul>
  61. 66. Website Disadvantages <ul><li>Available only to individuals who have computer access </li></ul><ul><li>Difficulty driving audiences to website </li></ul><ul><li>Looks unprofessional </li></ul><ul><li>Frustration accessing information </li></ul><ul><li>Difficult to navigate </li></ul><ul><li>Keeping information current </li></ul><ul><li>Security </li></ul><ul><li>Broken links </li></ul><ul><li>Typos </li></ul><ul><li>No contact information </li></ul><ul><li>Failure to provide quick responses </li></ul>
  62. 67. Audience Analysis/Worksheet   <ul><li>Identify your audience. </li></ul><ul><li>Analyze your audience demographically. </li></ul><ul><li>How well does your audience understand the issues (or topics) you wish to discuss? </li></ul>
  63. 68. Audience Analysis/Worksheet <ul><li>What is your audience’s attitude toward your agenda? </li></ul><ul><li>What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?) </li></ul><ul><li>6. To what type of arguments is your audience likely to respond? </li></ul>
  64. 69. Alternative Media <ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><li>Internet (and Interactive – Web 2.0/Blogs/Wikis) </li></ul><ul><li>iPod ® (Podcasts, etc.) </li></ul><ul><li>Vcasts ® </li></ul><ul><li>Cell Phone </li></ul><ul><li>iPhone ® </li></ul><ul><li>Digital Signage </li></ul><ul><li>Aroma Marketing </li></ul><ul><li>WOMM </li></ul><ul><li>Silent Publicity </li></ul>
  65. 70. Alternative Media <ul><li>Cross Platform </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Digital Signage </li></ul></ul><ul><ul><li>Wireless </li></ul></ul><ul><ul><li>Broadband </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><li>Convergence of Distribution </li></ul><ul><li>– Multiple Platforms </li></ul>
  66. 71. The Networked Age <ul><li>Cross Platform </li></ul><ul><li>News/Media Convergence </li></ul><ul><ul><li>Print </li></ul></ul><ul><ul><li>Digital Signage* </li></ul></ul><ul><ul><li>Wireless* </li></ul></ul><ul><ul><li>Broadband* </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><li>*Formerly referred to as “Alternative Media” </li></ul>
  67. 73. 7 C’s of Communication <ul><li>Credibility </li></ul><ul><li>Context </li></ul><ul><li>Content </li></ul><ul><li>Clarity </li></ul><ul><li>Continuity and Consistency </li></ul><ul><li>Channels </li></ul><ul><li>Capability </li></ul>
  68. 74. Content is crucial… <ul><li>but the medium is part of the message, too! (Marshal McLuhan) </li></ul>
  69. 75. Persuasion Pointers <ul><li>Know your audience </li></ul><ul><li>Know what you can accomplish </li></ul><ul><li>Anticipate objections/dispel them </li></ul><ul><li>Establish mutual goals/a common ground </li></ul><ul><li>Give options/choices </li></ul><ul><li>Be clear </li></ul><ul><li>Be familiar </li></ul>
  70. 76. Key Communicators <ul><li>Who Needs Key Communicators? </li></ul><ul><li>Who Should be a Key Communicator? </li></ul><ul><li>Starting a Program </li></ul><ul><li>An “Authorized Grapevine” (Consumption Pioneers – Connectors – Leaders of People – WOMMP [Word of Mouth Marketing Program]) </li></ul>
  71. 77. Real Life “Pitching” <ul><li>Evolve your media list. </li></ul><ul><li>Warm your pitch. </li></ul><ul><li>Pitch like a journalist, not a salesman. </li></ul><ul><li>Stay calm and focused. </li></ul><ul><li>Take care with multiple reporters at the same outlet. </li></ul><ul><li>Acknowledge the reporting. </li></ul><ul><li>Learn from failure. </li></ul><ul><li>Wait in the wings. </li></ul><ul><li>Respect all reporters and outlets. </li></ul><ul><li>Make personal contact. </li></ul>