Web 2.0 and social media have changed how trust is built and information is shared. Trust 1.0 relied on centralized authoritative sources while Trust 2.0 is based on personal relationships and decentralized networks. For PR, this means moving from traditional media relations to engaging audiences directly by providing valuable content, building communities, and listening to feedback. Done effectively, PR can adapt to the new media landscape by focusing on participation over broadcasting and dealing with people rather than just media outlets.

1. Web 2.0: Building Consumer
Trust
What should corporate
communications do about the social
media

2. Web 2.0: Building Consumer
Trust
and Killing PR?
What should corporate
communications do about the social
media

3. The Platypus Case
To many people, the platypus is a proof that God
has a sense of humour

4. The Platypus Case
To many people, the platypus is a proof that God
has a sense of humour
To Russian bloggers, it is a second name
for bad PR in the blogosphere

5. The Platypus Case
(continued)
Decemb
er 2008

6. The Platypus Case (still
continuing)
• ‘Utkonos’ (platypus) has become the internet
slang for poorly disguised advertising on the
Russian blogs.
• This ploy has brought the chain under
scrutiny, and all of its drawbacks are
cheerfully discussed on blogs (with its overall
image being quite poor now).

7. Where has it all gone
wrong?

8. What is Web 2.0
from a PR point of view?

9. What essentially is Web 2.0?
• Networking
(vs. broadcasting)
• Users (vs. publishers)
• Collaboration &
participation (vs.
consumption)

10. What does this mean for the
media
• Instant dissemination
of information
• Multiple angles to
every story
• 360° scrutiny on
coverage
• Real competition to
conventional media

11. Enter New Media

12. How does the new media
compare with the old?
Conventional Media New Media
• Big audiences • Segmented audiences
• General topics • Narrow topics
• ‘Industrial scale’ • Customised publishing
publishing • Hobby
• Professional

13. How does the new media
compare with the old?
Conventional Media New Media
• Big audiences • Segmented audiences
• General topics • Narrow topics
• ‘Industrial scale’ • Customised publishing
Sells audiences
publishing • Hobby
to advertisers
• Professional

14. How does the new media
compare with the old?
Conventional Media New Media
• Big audiences • Segmented audiences
• General topics • Narrow topics
• ‘Industrial scale’ • Exchanges
Customised publishing
Sells audiences
publishing • Hobby
content with
to advertisers
• Professional
peers

15. How does new media
compete with the old?
• Hardly any blog can
really compete with
any major traditional
news outlet in the
long run.
• Not that it needs to…
• Aggregation services
and social
bookmarking give
everyone easy access
to audiences bigger
than one would
expect

16. How does new media
compete with the old?
• Hardly any blog can
really compete with
any major traditional
news outlet in the
long run.
• Not that it needs to…
• Aggregation services
and social
bookmarking give
everyone easy access
to audiences bigger
than one would
expect

17. What about trust?
We need to trust our sources of
information to a certain degree
Conventional Media New Media
• Based on our knowledge of • Based on our emotional link
procedures and practices in to the writer
the media. • Inseparable from our trust
Institutional
• Separated from our trust for
particular writer Personal Trust
for personalities
Trust
• Centralised
• Decentralised

18. What about trust?
We need to trust our sources of
information to a certain degree
Conventional Media New Media
• Based on our knowledge of • Based on our emotional link
procedures and practices in to the writer
the media. • Inseparable from our trust
• Separated from our trust for
particular writer Personal Trust
for personalities
• Decentralised
• Centralised

19. What about trust?
We need to trust our sources of
information to a certain degree
Conventional Media New Media
• Based on our knowledge of • Based on our emotional link
procedures and practices in to the writer
the media. • Inseparable from our trust
• Separated from our trust for for personalities
particular writer • Decentralised
• Centralised

20. Trust 2.0
• End of authority,
expertise and certification
• Availability and exposure
to peer opinion
• Small world networks are
becoming ‘big’
• Availability of alternative
sources and background
info

21. Trust 2.0
• End of authority,
expertise and certification
• Availability and exposure
to peer opinion
• Small world networks are
becoming ‘big’
• Availability of alternative
sources and background
info

22. Social Media & Trust
• Utilises existing ties
• Builds new links
• Facilitates exchange
• Creates new
knowledge
• Makes access to
information easy and
efficient

23. Social Media & Trust
• Utilises existing ties
• Builds new links
• Facilitates exchange
• Creates new
knowledge
• Makes access to
information easy and
efficient
Web 2.0 and & the social media generate trust

24. How does Trust 2.0 work?

25. How does Trust 2.0 work?
Shared media,
Hosted media

26. How does Trust 2.0 work?
Shared media,
Hosted media
Joint projects
carried out by
online
communities
(Wikipedia)

27. How does Trust 2.0 work?
Communities &
Social Networks that
plan ‘offline’
activities Shared media,
(charity) Hosted media
Joint projects
carried out by
online
communities
(Wikipedia)

28. What about trust?
Trust 1.0 Trust 2.0
Advertising, product PR, marketing
communications

29. What about trust?
Trust 1.0 Trust 2.0
Advertising, product PR, marketing
communications

30. What about trust?
Trust 1.0 Trust 2.0
Advertising, product PR, marketing
communications

31. Dante’s Inferno
• Dante’s Inferno
distinguishes between
the two types of trust
when punishing the
fraudulent ones.
• So do social media:
hidden advertising
may be a part of the
media, but not of
peer-to-peer relations

32. So what was wrong with
Platypus?
An old-fashioned attempt to ‘exploit’ personal trust
in the way you would use the institutional one

33. Old-school PR
• No trust involved
• Authority assumed
• Audience is passive
• No feedback expected

34. Old-school PR
• No trust involved
• Authority assumed
• Audience is passive
• No feedback expected
Leading the blind

35. Why is new media
‘dangerous’ for PR?

36. The End of Spin
• PR used to rely on a
scarcity of channels and an
ability to impose its own
‘spin’ through these
channels.
• With channels multiplying,
our ability to impose spin
becomes pretty limited.

37. The End of Spin
• PR used to rely on a
scarcity of channels and an
ability to impose its own
‘spin’ through these
channels.
• With channels multiplying,
our ability to impose spin
becomes pretty limited.

38. • Public Relations have
virtually turned into
Media Relations, since
the media used to be
the most obvious and
cost-effective way to
reach your audiences.
• It no longer is…
• PR has to adapt and
meet ‘the public’
Press-relations
Events
Social Media Relations

39. • Public Relations have
virtually turned into
Media Relations, since
the media used to be
the most obvious and
cost-effective way to
reach your audiences.
• It no longer is…
• PR has to adapt and
meet ‘the public’
Press-relations
Events
Social Media Relations

40. What can be done?

41. Web 2.0 ‘Merits’
• Create • Quote
• Share • Link back
• Connect • Comment
• Collaborate • Participate

42. Web 2.0 ‘Merits’
• Create • Quote
• Share • Link back
• Connect • Comment
• Collaborate • Participate
What can we do with them?

43. Public Relations 2.0
• Engage audience
• Build communities
• Expect and inspire
feedback

44. Public Relations 2.0
• Engage audience
• Build communities
• Expect and inspire
feedback
Deal with people, not with the media

45. Social Media Rules

46. Social Media Rules
• Nothing is boring

47. Social Media Rules
• Nothing is boring
• Nobody is unimportant

48. Social Media Rules
• Nothing is boring
• Nobody is unimportant
• Go after your audience

49. Social Media Rules
• Nothing is boring
• Nobody is unimportant
• Go after your audience
• Give them content

50. Social Media Rules
• Nothing is boring
• Nobody is unimportant
• Go after your audience
• Give them content
• Give them voice

51. Social Media Rules
• Nothing is boring
• Nobody is unimportant
• Go after your audience
• Give them content
• Give them voice
• Listen to them

52. In other words
• You can always find an
interested audience
• You never know what
will be BIG tomorrow
• Public services can be
better than your website
• Make sure you
participate
• Make sure you interact,
not broadcast
• Learn from your
audience

53. Bring Wispa back
• Chocolate bars that are no
longer on sale are not a
story
• Even a new chocolate bar is
not a story
BUT
• Every newspaper wrote
about re-launch od Wispa
after thousands of people
demanded Wispa back in
blogs and social networks

54. ZaZhelezo [‘about hardware’]
• Data-centres are boring
• The media does not cover
every step of a project
• IT people don’t trust
advertising
BUT
• A community blog about
the launch of Troyka-
Dialog’s new data-centre
has become one of the
most successful blogging
PR projects.

55. Press Club
• Journalists don’t trust PR
people
• Journalists like to keep
their blogs private
BUT
• The Telecom Press
community, built by
Beeline, has become the
biggest media-club in the
industry.

56. So is Web 2.0 the death of
PR?

57. Yes, if you don’t change

58. No, if you really ‘ride’ the
wave

59. But be careful what you ride

60. Thank you!
arseniy.rastorguev@mmdcee.com
www.mmdcee.com
www.mmdblog.com