Social Media: They’re Talking About You! <ul><ul><li>Richard Palmer </li></ul></ul><ul><ul><li>Public Information Officer ...
What is Social Media? <ul><li>Often called “new media” social media is defined as: </li></ul><ul><ul><li>Social media is a...
What is Social Media? <ul><ul><li>To put it another way, [social media] is the shift from one-way to two-way conversations...
Who is Social Media? <ul><ul><li>The tools and dynamics are in place for EVERYONE to be part of the new media arena. </li>...
Who is Social Media? <ul><ul><li>...and all other forms of user generated content and the ecosystems that support them are...
PR 1.0 vs. PR 2.0 <ul><ul><li>PR 1.0 was about controlling the message and broadcasting it. </li></ul></ul><ul><ul><li>PR ...
PR 1.0 vs. PR 2.0 <ul><ul><li>PR 2.0 encourages participation  (KEY WORD)  in online networks and communities in order to ...
PR 2.0 <ul><ul><li>Social media is one of the most important ingredients. </li></ul></ul><ul><ul><li>People have new routi...
PR 2.0 <ul><ul><li>Other ingredients for PR 2.0 include: </li></ul></ul><ul><ul><ul><li>Listening </li></ul></ul></ul><ul>...
Communications NOW <ul><ul><li>Communications has evolved more in the last decade than in the ten decades before. </li></u...
Success Story <ul><ul><li>Ike Pigott, Communications Director of the Red Cross Southeast Division </li></ul></ul><ul><ul><...
Success Story <ul><ul><li>Call volume from local media, local individuals, groups seeking to donate items, and clients loo...
Success Story <ul><ul><li>Pigott started to blog, but only some media took to it as a source of information. </li></ul></u...
Success Story <ul><ul><li>Other regional communications directors have embraced the simplicity of blog, podcast, and RSS *...
Success Story <ul><ul><li>“ This success has accelerated our adoption of proactive social media in other venues,” said Ike...
Blogs <ul><li>Livejournal.com </li></ul><ul><li>Blogger.com </li></ul><ul><li>Blogsome.com </li></ul><ul><li>Blogspot.com ...
Social Networks <ul><li>MySpace.com </li></ul><ul><li>Facebook.com </li></ul><ul><li>Bebo.com </li></ul><ul><li>LinkedIn.c...
Social Bookmarks <ul><li>Del.icio.us </li></ul><ul><li>Furl.com </li></ul><ul><li>Diigo.com </li></ul><ul><li>Reddit.com <...
Podcasts <ul><li>Originally “user generated” content </li></ul><ul><li>Now embraced by traditional media outlets </li></ul...
Podcasts <ul><li>“ You don't need an iPod” to listen to or view a “podcast.” </li></ul><ul><ul><li>Podcasts can be deliver...
Livecasts <ul><li>Ustream.tv </li></ul><ul><li>Blogtv.com </li></ul><ul><li>Talkshoe.com </li></ul><ul><li>Qik.com  </li><...
Virtual Worlds <ul><li>Second Life </li></ul><ul><li>There.com </li></ul><ul><li>Kaneva.com </li></ul>
News Aggregators <ul><li>Google Reader </li></ul><ul><li>Bloglines.com </li></ul><ul><li>Newsvine.com </li></ul><ul><li>Fi...
The Micro-Blogs <ul><li>Twitter.com </li></ul><ul><li>Pownce.com </li></ul><ul><li>Jaiku.com </li></ul><ul><li>Plurk.com <...
Micro-Blog Support <ul><li>Hellotxt.com </li></ul><ul><li>Ping.fm </li></ul><ul><li>Twhirl </li></ul><ul><li>PockeTwit  (m...
Micro-Blogs on Steroids <ul><li>Video and enhanced connectivity </li></ul><ul><ul><li>Utterz.com </li></ul></ul><ul><ul><l...
Online Video <ul><li>YouTube.com </li></ul><ul><li>Revver.com </li></ul><ul><li>Blip.tv  [ fire department trench rescue i...
Online Video <ul><li>Vimeo.com </li></ul><ul><li>LiveLeak.com </li></ul><ul><ul><li>Worst Firefighter </li></ul></ul><ul><...
Do we need social media? <ul><li>“ ...heretofore [pr practitioners] could issue whatever content they wanted and it was ta...
Do we need social media? <ul><li>“ Content is now out of control, being created by millions.  And there's very little that...
Do we need social media? <ul><li>“ With each passing day, the gap between outdated tactics and current marketing needs wid...
Will Your Initiative Work? <ul><li>Livingston recommends five steps to embrace: </li></ul><ul><ul><li>Give up control of t...
Will Your Initiative Work? <ul><li>Give up control of the message? </li></ul><ul><ul><li>We cannot control the message in ...
Will Your Initiative Work? <ul><li>Participate in the community? </li></ul><ul><ul><li>You don't own the eyeballs.  You do...
Will Your Initiative Work? <ul><li>Participate in the community? </li></ul><ul><ul><li>“ Community” is the watch word of t...
Will Your Initiative Work? <ul><li>Is community social media savvy? </li></ul><ul><ul><li>8% of internet users keep blogs ...
Will Your Initiative Work? <ul><li>Is community social media savvy? </li></ul><ul><ul><li>If your community is populated h...
Will Your Initiative Work? <ul><li>Dedicating the resources? </li></ul><ul><ul><li>Blogging is most well known form of soc...
Will Your Initiative Work? <ul><li>Dedicating the resources? </li></ul><ul><ul><li>Blogging requires: </li></ul></ul><ul><...
Will Your Initiative Work? <ul><li>Dedicating the resources? </li></ul><ul><ul><li>It may be better not to start at all th...
Will Your Initiative Work? <ul><li>Ethics and transparency? </li></ul><ul><ul><li>An agency must be what it represents its...
Engage in Everything <ul><li>But choose wisely. </li></ul><ul><li>Just because a tool or resource exists doesn't mean your...
Trying it out... <ul><li>Examples: </li></ul><ul><ul><li>Textmarks:  keyword NIOA to 41411 </li></ul></ul><ul><ul><li>Hell...
Trying it out... <ul><li>Examples: </li></ul><ul><ul><li>mDialog.com – new video series being developed.  “Day in the life...
When Social Media Hits “Mainstream” <ul><li>Internet bather video – Xenia OH </li></ul><ul><ul><li>Close to home, affects ...
Accuracy in Reporting <ul><li>@JerseyTodd reply to @breakingnewson in Twitter.  [ link ] [ link ] </li></ul>
<ul><li>Recommended read list: </li></ul><ul><li>now is  gone  –  </li></ul><ul><li>Geoff Livingston with Brian Solis </li...
<ul><li>Find notes and links: </li></ul><ul><li>richpalmer.com/reno </li></ul><ul><li>Available after the conference. </li...
<ul><li>Rich Palmer </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>(937) 671-8157 mobile </li></ul></ul>...
 
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NIOA Conference Presentation - Social Media

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NIOA Conference Presentation - Social Media

  1. 1. Social Media: They’re Talking About You! <ul><ul><li>Richard Palmer </li></ul></ul><ul><ul><li>Public Information Officer </li></ul></ul><ul><ul><li>Washington Township Fire Department </li></ul></ul><ul><ul><li>Montgomery County, OH </li></ul></ul>
  2. 2. What is Social Media? <ul><li>Often called “new media” social media is defined as: </li></ul><ul><ul><li>Social media is a product of Web 1.0 and Web 2.0.* </li></ul></ul><ul><ul><li>It is the democratization and socialization of information as well as the tools to facilitate online conversations. </li></ul></ul><ul><ul><li>* applications that harness network effects to get better, the more people use them. </li></ul></ul>
  3. 3. What is Social Media? <ul><ul><li>To put it another way, [social media] is the shift from one-way to two-way conversations. </li></ul></ul>Geoff Livingston with Brian Solis, now is gone , Bartleby Press (Laurel, MD:2007) p. 9.
  4. 4. Who is Social Media? <ul><ul><li>The tools and dynamics are in place for EVERYONE to be part of the new media arena. </li></ul></ul><ul><ul><li>Social tools such as blogs, social networks, social bookmarks, podcasts, livecasts, virtual worlds, news aggregators, microblogs, online video... </li></ul></ul>
  5. 5. Who is Social Media? <ul><ul><li>...and all other forms of user generated content and the ecosystems that support them are creating a neighborhood of peer-to-peer influence. </li></ul></ul>- Shel Israel, author of Global Neighborhoods blog Tagline: Following Social Media Wherever It Leads
  6. 6. PR 1.0 vs. PR 2.0 <ul><ul><li>PR 1.0 was about controlling the message and broadcasting it. </li></ul></ul><ul><ul><li>PR 2.0 embraces transparency and enables stakeholders in the [organization], its team, and its place in the [community], now and in the future. </li></ul></ul>
  7. 7. PR 1.0 vs. PR 2.0 <ul><ul><li>PR 2.0 encourages participation (KEY WORD) in online networks and communities in order to spark conversations to help people solve problems and discover new solutions. </li></ul></ul>
  8. 8. PR 2.0 <ul><ul><li>Social media is one of the most important ingredients. </li></ul></ul><ul><ul><li>People have new routines for reading, interacting with, and sharing information. </li></ul></ul>
  9. 9. PR 2.0 <ul><ul><li>Other ingredients for PR 2.0 include: </li></ul></ul><ul><ul><ul><li>Listening </li></ul></ul></ul><ul><ul><ul><li>Reading </li></ul></ul></ul><ul><ul><ul><li>Transparency </li></ul></ul></ul><ul><ul><ul><li>Participation </li></ul></ul></ul><ul><ul><ul><li>Understanding people's needs </li></ul></ul></ul><ul><ul><ul><li>Understanding unique channels that reach people (and their needs)‏ </li></ul></ul></ul>
  10. 10. Communications NOW <ul><ul><li>Communications has evolved more in the last decade than in the ten decades before. </li></ul></ul><ul><ul><li>Given the complexity of the situation and the newness of technologies, [organizations] try to get engaged in social media. </li></ul></ul>
  11. 11. Success Story <ul><ul><li>Ike Pigott, Communications Director of the Red Cross Southeast Division </li></ul></ul><ul><ul><li>Previously worked for Birmingham Area Chapter during Hurricane Katrina </li></ul></ul>
  12. 12. Success Story <ul><ul><li>Call volume from local media, local individuals, groups seeking to donate items, and clients looking for service was too high to maintain. </li></ul></ul><ul><ul><li>Red Cross found inability to field calls. Traditional phone, fax and press release system could not scale. </li></ul></ul>
  13. 13. Success Story <ul><ul><li>Pigott started to blog, but only some media took to it as a source of information. </li></ul></ul><ul><ul><li>He added short (30 to 40 second) podcasts that provided audio of news releases. </li></ul></ul><ul><ul><li>Media outlets began to use these in their telecasts and broadcasts. </li></ul></ul>
  14. 14. Success Story <ul><ul><li>Other regional communications directors have embraced the simplicity of blog, podcast, and RSS * feed out-reach within a preexisting, well supported network. </li></ul></ul><ul><ul><ul><li>*RSS: Really Simple Syndication </li></ul></ul></ul>
  15. 15. Success Story <ul><ul><li>“ This success has accelerated our adoption of proactive social media in other venues,” said Ike. “We have [had] several successful incidents where we've spotted a burgeoning complaint on a blog, and have taken the appropriate measures to either correct a wrong impression or repair a relationship with the writer and the Red Cross.” </li></ul></ul>
  16. 16. Blogs <ul><li>Livejournal.com </li></ul><ul><li>Blogger.com </li></ul><ul><li>Blogsome.com </li></ul><ul><li>Blogspot.com </li></ul><ul><li>And every other self-hosted blog supported by frameworks such as Moveable Type, Wordpress and other software. </li></ul>
  17. 17. Social Networks <ul><li>MySpace.com </li></ul><ul><li>Facebook.com </li></ul><ul><li>Bebo.com </li></ul><ul><li>LinkedIn.com </li></ul><ul><li>Plaxo.com </li></ul><ul><li>Hi5.com </li></ul><ul><li>Classmates.com... </li></ul>
  18. 18. Social Bookmarks <ul><li>Del.icio.us </li></ul><ul><li>Furl.com </li></ul><ul><li>Diigo.com </li></ul><ul><li>Reddit.com </li></ul><ul><li>Digg.com </li></ul><ul><li>StumbleUpon.com [ link ] </li></ul>
  19. 19. Podcasts <ul><li>Originally “user generated” content </li></ul><ul><li>Now embraced by traditional media outlets </li></ul><ul><li>NPR and PBS have some of most successful subscription stats </li></ul>
  20. 20. Podcasts <ul><li>“ You don't need an iPod” to listen to or view a “podcast.” </li></ul><ul><ul><li>Podcasts can be delivered into your news aggregators (Google, Newsvine, etc.)‏ </li></ul></ul><ul><ul><li>Podcasts can be brought into iTunes, WinAmp and Windows Media Player </li></ul></ul><ul><ul><li>Podcasts can be downloaded to your computer. </li></ul></ul>
  21. 21. Livecasts <ul><li>Ustream.tv </li></ul><ul><li>Blogtv.com </li></ul><ul><li>Talkshoe.com </li></ul><ul><li>Qik.com </li></ul><ul><ul><li>Rich Palmer [ link ] </li></ul></ul><ul><ul><li>Len Edgerly [ link ] </li></ul></ul>
  22. 22. Virtual Worlds <ul><li>Second Life </li></ul><ul><li>There.com </li></ul><ul><li>Kaneva.com </li></ul>
  23. 23. News Aggregators <ul><li>Google Reader </li></ul><ul><li>Bloglines.com </li></ul><ul><li>Newsvine.com </li></ul><ul><li>Firefox, Opera, Flock browsers </li></ul><ul><li>Numerous proprietary systems </li></ul>
  24. 24. The Micro-Blogs <ul><li>Twitter.com </li></ul><ul><li>Pownce.com </li></ul><ul><li>Jaiku.com </li></ul><ul><li>Plurk.com </li></ul><ul><li>Identi.ca </li></ul><ul><li>& more (& more & more) </li></ul>
  25. 25. Micro-Blog Support <ul><li>Hellotxt.com </li></ul><ul><li>Ping.fm </li></ul><ul><li>Twhirl </li></ul><ul><li>PockeTwit (mobile phone app) </li></ul><ul><li>Tiny Twitter </li></ul><ul><li>Friendfeed.com </li></ul>
  26. 26. Micro-Blogs on Steroids <ul><li>Video and enhanced connectivity </li></ul><ul><ul><li>Utterz.com </li></ul></ul><ul><ul><li>Seesmic.com </li></ul></ul><ul><ul><li>Viddler.com </li></ul></ul><ul><ul><li>12seconds.com </li></ul></ul>
  27. 27. Online Video <ul><li>YouTube.com </li></ul><ul><li>Revver.com </li></ul><ul><li>Blip.tv [ fire department trench rescue interview ] </li></ul><ul><li>Magnify.net </li></ul><ul><li>Viddler.com </li></ul><ul><li>Metacafe.com </li></ul><ul><li>mDialog.com link </li></ul>
  28. 28. Online Video <ul><li>Vimeo.com </li></ul><ul><li>LiveLeak.com </li></ul><ul><ul><li>Worst Firefighter </li></ul></ul><ul><ul><li>Drive-by Shooting </li></ul></ul>
  29. 29. Do we need social media? <ul><li>“ ...heretofore [pr practitioners] could issue whatever content they wanted and it was taken, because there were controlled forms of communication...” </li></ul>
  30. 30. Do we need social media? <ul><li>“ Content is now out of control, being created by millions. And there's very little that traditional marketing and public relations professionals can do about it.” </li></ul>
  31. 31. Do we need social media? <ul><li>“ With each passing day, the gap between outdated tactics and current marketing needs widens. It's incumbent upon communicators to learn new media, not just on a theoretical level, but as practitioners.” </li></ul><ul><ul><li>-Geoff Livingston </li></ul></ul>
  32. 32. Will Your Initiative Work? <ul><li>Livingston recommends five steps to embrace: </li></ul><ul><ul><li>Give up control of the message </li></ul></ul><ul><ul><li>Participate with your community </li></ul></ul><ul><ul><li>Is your community social media savvy? </li></ul></ul><ul><ul><li>Commit to the resources </li></ul></ul><ul><ul><li>Understand transparency and ethics. </li></ul></ul>
  33. 33. Will Your Initiative Work? <ul><li>Give up control of the message? </li></ul><ul><ul><li>We cannot control the message in social networks </li></ul></ul><ul><ul><li>We can become the definitive source of “our” message if engaged. </li></ul></ul><ul><ul><li>We can influence, shape and nurture the message. </li></ul></ul>
  34. 34. Will Your Initiative Work? <ul><li>Participate in the community? </li></ul><ul><ul><li>You don't own the eyeballs. You don't own the press, which is now divided into pro and amateur zones...” </li></ul></ul><ul><ul><ul><li>Jay Rosen, Press Think article: “The People Formerly Know as the Audience.” </li></ul></ul></ul>
  35. 35. Will Your Initiative Work? <ul><li>Participate in the community? </li></ul><ul><ul><li>“ Community” is the watch word of the “new media revolution” </li></ul></ul><ul><ul><li>We are returning to relationships </li></ul></ul><ul><ul><li>Small town feel is a global phenomenon </li></ul></ul><ul><ul><li>Public trust is about accountability </li></ul></ul><ul><ul><ul><li>Business, government, charity all apply </li></ul></ul></ul>
  36. 36. Will Your Initiative Work? <ul><li>Is community social media savvy? </li></ul><ul><ul><li>8% of internet users keep blogs </li></ul></ul><ul><ul><ul><li>12 million American adults </li></ul></ul></ul><ul><ul><li>39% of internet users read blogs </li></ul></ul><ul><ul><ul><li>57 million adults </li></ul></ul></ul><ul><ul><li>More than half (54%) of bloggers are under age 30, evenly divided between men & women. </li></ul></ul>Pew Internet, American Life Project
  37. 37. Will Your Initiative Work? <ul><li>Is community social media savvy? </li></ul><ul><ul><li>If your community is populated heavily by folks over 50, not in communications fields, blogs or social network engagement may not be necessary. </li></ul></ul><ul><ul><li>Monitor behavior through traditional & new media, though. </li></ul></ul>
  38. 38. Will Your Initiative Work? <ul><li>Dedicating the resources? </li></ul><ul><ul><li>Blogging is most well known form of social/new media. </li></ul></ul><ul><ul><li>Most mature, with slowest amount of current growth. </li></ul></ul>
  39. 39. Will Your Initiative Work? <ul><li>Dedicating the resources? </li></ul><ul><ul><li>Blogging requires: </li></ul></ul><ul><ul><ul><li>Financial resources (hosting, labor, maintenance)‏ </li></ul></ul></ul><ul><ul><ul><li>Time – someone should update regularly to allow for content to stay “fresh” </li></ul></ul></ul><ul><ul><ul><li>Thought – Creating valuable content and information for the network needs to be a team approach (not just something dumped on the intern). Include senior leadership. </li></ul></ul></ul>
  40. 40. Will Your Initiative Work? <ul><li>Dedicating the resources? </li></ul><ul><ul><li>It may be better not to start at all than to be seen online with a blog social media effort that disappears or stops with a static or non-participatory presence. </li></ul></ul>
  41. 41. Will Your Initiative Work? <ul><li>Ethics and transparency? </li></ul><ul><ul><li>An agency must be what it represents itself to be. </li></ul></ul><ul><ul><li>New media participants have little tolerance for agencies that are not authentic. </li></ul></ul><ul><ul><ul><li>Examples from p. 59 of now is gone </li></ul></ul></ul>
  42. 42. Engage in Everything <ul><li>But choose wisely. </li></ul><ul><li>Just because a tool or resource exists doesn't mean your agency has to use it. </li></ul><ul><li>However, as a participant in the arena, you will be much more savvy to what has potential. </li></ul>
  43. 43. Trying it out... <ul><li>Examples: </li></ul><ul><ul><li>Textmarks: keyword NIOA to 41411 </li></ul></ul><ul><ul><li>Hellotxt.com: cross post to several micro-blog sites at one time. Catch multiple communities. </li></ul></ul><ul><ul><li>MySpace community presence, allows for new updates, blogging, and video delivery (recruiting, education)‏ </li></ul></ul>
  44. 44. Trying it out... <ul><li>Examples: </li></ul><ul><ul><li>mDialog.com – new video series being developed. “Day in the life” produced in-house with little “gloss” editing. Follow activities of new hires, house shifts, training, and responses (with careful monitoring of legal concerns). </li></ul></ul>
  45. 45. When Social Media Hits “Mainstream” <ul><li>Internet bather video – Xenia OH </li></ul><ul><ul><li>Close to home, affects public opinion </li></ul></ul><ul><ul><li>Affects an industry; affects corporation </li></ul></ul><ul><ul><li>Video has viral fandom and permanence </li></ul></ul><ul><ul><li>link </li></ul></ul>
  46. 46. Accuracy in Reporting <ul><li>@JerseyTodd reply to @breakingnewson in Twitter. [ link ] [ link ] </li></ul>
  47. 47. <ul><li>Recommended read list: </li></ul><ul><li>now is gone – </li></ul><ul><li>Geoff Livingston with Brian Solis </li></ul><ul><li>Occam’s Razor – </li></ul><ul><li>Ike Pigott </li></ul><ul><li>www.occamsrazor.com </li></ul><ul><li>PR 2.0 Essentials – </li></ul><ul><li>Todd Defran (ebook) </li></ul><ul><li>www.pr-squared.com </li></ul><ul><li>wikinomics – </li></ul><ul><li>Don Tapscott and Anthony Williams </li></ul>
  48. 48. <ul><li>Find notes and links: </li></ul><ul><li>richpalmer.com/reno </li></ul><ul><li>Available after the conference. </li></ul>
  49. 49. <ul><li>Rich Palmer </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>(937) 671-8157 mobile </li></ul></ul><ul><ul><li>(937) 433-3083 office </li></ul></ul><ul><ul><li>Twitter.com/richpalmer </li></ul></ul><ul><ul><li>Twitter.com/wtfire </li></ul></ul>

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