How Social Media   Changes PR        &Why That’s Good for     Lawyers
Applicable Experience• 25+ Years Journalism• 25+ Years PR• 10+ Years Social Media
Where PR Started
80-Year Broadcast Era•   Messaging•   Targets•   Top-down•   One-directional•   A day was fast
Decade of Disruption•   Monolog-to-dialogue•   Institutions upended•   Gatekeepers bypassed•   Lost of control
New Conversational Era•   SocNets•   Citizen feedback•   Conversation scales•   Influence change
Changes to PR•   Negative image•   Distrust of marketing messages•   Cheap, scalable new tools•   Direct conversations bec...
PR in Conversation Era• Peer-to-peer nets• Speed of web• Personal credibility• Here to stay
PR’s Changing Role       Broadcast         Conversation•   Send messages        •   Listen & respond•   Control           ...
A Few Good Stories
The Rackspace Weapon
Rob La Gesse‘We essentiallychanged how wemarket. We cutexpenses & tripledrevenue & users.’
From Dell Hellto Listen & Respond
Richard Binhammer‘How can anyorganization notwant to connectmore closelywith itscustomers?’
Ford Gets Social
Scott Monty‘PR peoplemust overcometheir instinctsto send massemails, invites& releases.’
Kevin O’Keefe Lexblog•   17 years of obscure law practice•   ‘96 starts answering q’s online•   ‘99 sells PrairieLaw.com t...
Thought Leaders
Scott Cook‘A brand is nolonger what we tellconsumers it is.It’s what they tellus it is.’
Tom Foremski“Every companyis now a mediacompany.”
Chris Brogan‘Before, it wasonly big business,the media orgovernment whohad a voice. Now,it’s anyone.’   
KD Paine         ‘Social Media       provides an       infinite number of       potential media       outlets.’       .
Takeaways
Takeaways•   Join the conversation. Do it now.•   Begin by listening•   SM is business intelligence•   It’s all media—you ...
Takeaways•   Post interesting or useful content•   Go where customers hang out•   Humanize your brand•   Point to other co...
Parting ThoughtThis is the dawn of the ConversationalAge. Lawyers, like PR professionals, areare great conversationalists....
Shel Israel  shelisrael1@gmail.com        @ShelIsraelblogs.forbes.com/shelisrael  Tweet/FB/LI: shelisrael
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How Social Media Changes PR & Why Lawyers Should Care

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  • 1. People want to be heard 2. People like me are best 3. Trust people over institution 4.Conversations sell goods
  • PPT vs Stories>
  • Riya: I don’t want Mossberg. I want Scoble. Scoble at Microsoft. Scoble at Racksdpace.
  • Dec. 10 22K convos a day Operationalizelistening,” Manish Mehta Distribute by relevancy Trained 5K
  • From FT to SVI; Every company is a media company. So is every person. Trad media & social media is just media. They are how you have conversations that matter.
  • Customer Intelligence results Better products & services Improved loyalty Increased profits Makes managers heroes
  • Customer Intelligence results Better products & services Improved loyalty Increased profits Makes managers heroes
  • Customer Intelligence results Better products & services Improved loyalty Increased profits Makes managers heroes
  • How Social Media Changes PR & Why Lawyers Should Care

    1. 1. How Social Media Changes PR &Why That’s Good for Lawyers
    2. 2. Applicable Experience• 25+ Years Journalism• 25+ Years PR• 10+ Years Social Media
    3. 3. Where PR Started
    4. 4. 80-Year Broadcast Era• Messaging• Targets• Top-down• One-directional• A day was fast
    5. 5. Decade of Disruption• Monolog-to-dialogue• Institutions upended• Gatekeepers bypassed• Lost of control
    6. 6. New Conversational Era• SocNets• Citizen feedback• Conversation scales• Influence change
    7. 7. Changes to PR• Negative image• Distrust of marketing messages• Cheap, scalable new tools• Direct conversations become scalable• We’re all media companies, now
    8. 8. PR in Conversation Era• Peer-to-peer nets• Speed of web• Personal credibility• Here to stay
    9. 9. PR’s Changing Role Broadcast Conversation• Send messages • Listen & respond• Control • Engage• Customer as target • Customer as heart• Make people want • Serve wants
    10. 10. A Few Good Stories
    11. 11. The Rackspace Weapon
    12. 12. Rob La Gesse‘We essentiallychanged how wemarket. We cutexpenses & tripledrevenue & users.’
    13. 13. From Dell Hellto Listen & Respond
    14. 14. Richard Binhammer‘How can anyorganization notwant to connectmore closelywith itscustomers?’
    15. 15. Ford Gets Social
    16. 16. Scott Monty‘PR peoplemust overcometheir instinctsto send massemails, invites& releases.’
    17. 17. Kevin O’Keefe Lexblog• 17 years of obscure law practice• ‘96 starts answering q’s online• ‘99 sells PrairieLaw.com to AOL• ‘03 starts Lexblog. 7000 members• Global reputation thru social
    18. 18. Thought Leaders
    19. 19. Scott Cook‘A brand is nolonger what we tellconsumers it is.It’s what they tellus it is.’
    20. 20. Tom Foremski“Every companyis now a mediacompany.”
    21. 21. Chris Brogan‘Before, it wasonly big business,the media orgovernment whohad a voice. Now,it’s anyone.’   
    22. 22. KD Paine    ‘Social Media provides an infinite number of potential media outlets.’ .
    23. 23. Takeaways
    24. 24. Takeaways• Join the conversation. Do it now.• Begin by listening• SM is business intelligence• It’s all media—you included• Join relevant communities
    25. 25. Takeaways• Post interesting or useful content• Go where customers hang out• Humanize your brand• Point to other content• Tell stories [nonfiction]
    26. 26. Parting ThoughtThis is the dawn of the ConversationalAge. Lawyers, like PR professionals, areare great conversationalists.This is your time. Have fun.
    27. 27. Shel Israel shelisrael1@gmail.com @ShelIsraelblogs.forbes.com/shelisrael Tweet/FB/LI: shelisrael

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