What will the future of social media look like? Our world is increasingly digital, and our lives become more connected each day. Advances in areas such as social media and mobile technology are changing the ways we interact with our friends and family, but also with brands and organisations. They’re changing the way we do business too, and that change is accelerating at an ever-increasing rate. As a consequence, riding the wave of change and trends is becoming a critical part of on-going business success. To that end, this document explores some of the key themes that we believe will shape the digital world over the course of the coming months.
What will the future of social media look like? Our world is increasingly digital, and our lives become more connected each day. Advances in areas such as social media and mobile technology are changing the ways we interact with our friends and family, but also with brands and organisations. They’re changing the way we do business too, and that change is accelerating at an ever-increasing rate. As a consequence, riding the wave of change and trends is becoming a critical part of on-going business success. To that end, this document explores some of the key themes that we believe will shape the digital world over the course of the coming months.
Customers with complaints have vastly greater options for making their case today. Social media platforms like Facebook, YouTube and Twitter, combined with community organization services like Change.org, make it possible for one customer with a problem to start a campaign that leads to change across an entire industry. The incidence of these attacks is growing, and large companies a learning to respect and fear the growing power of activist customers.
This presentation, which was prepared for SugarCRM's SugarCon 2012 conference in San Francisco, previews a forthcoming book by the same name by Paul Gillin and Greg Gianforte.
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09Lars Voedisch
Social Media, PR and Internal Communications.
What are the latest trends in this area?
See examples on how Dow Jones helps its customers to understand the complex media landscape and efficiently communicate to its workforce and key external stakeholders.
What are the best strategies and techniques to measure and prove the value of corporate communications?
What do corporate communicators need to know about social media and what does it mean for the business?
How can communicators keep employees informed and engaged in times of continuous change and crisis?
Online Image Management & Positioning Survey: Penn Schoen Berlandpsbsrch123
Penn Schoen Berland survey reveals that you need to leverage the technologies such as Mobile marketing, Search Marketing, Social Media Presence & Blog Marketing for the online image management & positioning of your Company. You will need to bring new ideas and innovative engagement tools to grow your Companies in the digital world
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementPaul Gillin
Organizations are inherently social, and when they enable people to reach out and find each other, connections are formed and discoveries are made that transcend org charts. But Intranet 2.0 isn't a zero-sum game. Open communication challenges traditional lines of authority and may be seen as a threat to those who are invested in existing structures. In fact, the biggest barriers to internal social network adoption are political, not technical. In an economy that demands innovation, resourcefulness and knowledge efficiency, do we really have any choice but to change? This presentation looks at how social networks are transforming the way businesses operate and at the bitter medicine some companies must swallow in order to realize their potential.
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...Digiday
This presentation will illustrate the superior power of experience-driven social marketing, and why more and more marketers are making it a part of their mix. Come hear how putting the consumer front and center is generating the most powerful earned media the marketing industry has seen. You’ll learn how earned media generated by in-person experiences drives deeper engagement, more passionate advocacy and bigger sales lifts.
Presenter: Peter Storck, svp of research, House Party @pstorck
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
An overview of public relations and social media guidelines, suggestions, tips and best practices for sports nonprofit organizations. This was presented at the Up2Us Regional Executive Director's meeting in Los Angeles, CA, on August 26, 2013 by Howard Brodwin, Sports and Social Change.
http://www.sportsandsocialchange.org
Customers with complaints have vastly greater options for making their case today. Social media platforms like Facebook, YouTube and Twitter, combined with community organization services like Change.org, make it possible for one customer with a problem to start a campaign that leads to change across an entire industry. The incidence of these attacks is growing, and large companies a learning to respect and fear the growing power of activist customers.
This presentation, which was prepared for SugarCRM's SugarCon 2012 conference in San Francisco, previews a forthcoming book by the same name by Paul Gillin and Greg Gianforte.
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09Lars Voedisch
Social Media, PR and Internal Communications.
What are the latest trends in this area?
See examples on how Dow Jones helps its customers to understand the complex media landscape and efficiently communicate to its workforce and key external stakeholders.
What are the best strategies and techniques to measure and prove the value of corporate communications?
What do corporate communicators need to know about social media and what does it mean for the business?
How can communicators keep employees informed and engaged in times of continuous change and crisis?
Online Image Management & Positioning Survey: Penn Schoen Berlandpsbsrch123
Penn Schoen Berland survey reveals that you need to leverage the technologies such as Mobile marketing, Search Marketing, Social Media Presence & Blog Marketing for the online image management & positioning of your Company. You will need to bring new ideas and innovative engagement tools to grow your Companies in the digital world
How Social Networks are Delivering on the Failed Promise of Knowledge ManagementPaul Gillin
Organizations are inherently social, and when they enable people to reach out and find each other, connections are formed and discoveries are made that transcend org charts. But Intranet 2.0 isn't a zero-sum game. Open communication challenges traditional lines of authority and may be seen as a threat to those who are invested in existing structures. In fact, the biggest barriers to internal social network adoption are political, not technical. In an economy that demands innovation, resourcefulness and knowledge efficiency, do we really have any choice but to change? This presentation looks at how social networks are transforming the way businesses operate and at the bitter medicine some companies must swallow in order to realize their potential.
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...Digiday
This presentation will illustrate the superior power of experience-driven social marketing, and why more and more marketers are making it a part of their mix. Come hear how putting the consumer front and center is generating the most powerful earned media the marketing industry has seen. You’ll learn how earned media generated by in-person experiences drives deeper engagement, more passionate advocacy and bigger sales lifts.
Presenter: Peter Storck, svp of research, House Party @pstorck
This is the PowerPoint presentation I developed for the SPAA (Screen Producers Association Australia) Fringe event session titled 'Sponsor Generated Programming' (aka Branded Entertainment' which was held on 23 October 2010 in Sydney, Australia.
An overview of public relations and social media guidelines, suggestions, tips and best practices for sports nonprofit organizations. This was presented at the Up2Us Regional Executive Director's meeting in Los Angeles, CA, on August 26, 2013 by Howard Brodwin, Sports and Social Change.
http://www.sportsandsocialchange.org
A foundation course on networked journalism I gave to journalism graduate students from Azerbaijan, Armenia and Georgia at the European Commission, 17 November 2011.
This presentation looks at the changing nature of B2B communications in the context of changes wrought by social media. It was given at BMA Milwaukee on May 12, 2011.
There are 1.5 million non-profits with an estimated $2.6 trillion in assets. Some are huge operations including the United Way, Red Cross, American Cancer Society and the YMCA. Some lobby. Some compete against non-profits. They all compete against each other for donations. All face compassion fatigue, and many run into PR difficulties ... or worse (see Lance Armstrong and Livestrong). They may not be for profit and for the most part they are well respected, but they still need reputation and brand management in our 24-7-365 digital society.
Modern PR professionals: the persuasive storytellersBob Pickard
Creating a winning communications campaign demands that PR professionals master an array of new skills, the most important of which is the art of digital storytelling. It’s not good enough to know how to create a Facebook fan site, drive followers on Twitter, or cobble together conversation communities on different social networks. The key to success isn’t just the technology. Success starts by learning how to master the new narrative approach that digital technology enables. Fundamental to making ‘stories that succeed’ is understanding how to apply ‘the psychology of persuasion’ to planning PR projects so that target audiences do and think what you want them to do or think. By combining the latest marketing theory with practical tips along with a video case study, the presentation will look at how tomorrow’s PR people can start thinking today about the transformative behaviors that will help them master the new media environment.
Paper, plastic, or neither? This ubiquitous question posed at the checkout aisle was recently examined in a comprehensive consumer study by Edelman Berland. Amidst a trend of grocery bag regulations in some cities and states, ‘reusable’ shopping bags which include non-woven polypropylene and low density polyethylene bags, are often emphasized in legislation as an environmentally friendly alternative to paper and plastic bags. The team conducted this consumer survey to determine how often consumers reuse their ‘reusable’ bags and also find out which bag consumers ultimately pick for groceries.
The Edelman Cloverleaf forecast reflects our latest thinking on the digital information ecosystem and the convergence of content publishers and technology platforms.
The research is based on dozens of interviews conducted across six parts of the Edelman Cloverleaf™.
Responsive Marketing in a Real Time World David Armano
It used to be easy. Plan, test and launch marketing campaigns over an ample amount of time. But marketers need to think more like developers who deal in rapidly changing and fast moving environments where technology constantly evolves. Today, brands are both built and preserved in real time and content is the currency of the Web. The modern day imperative for organizations is evolving their marketing machines to operate both at scale and with agility.
JCI London presents IBM Social Media Business (June 2012)
Creating and capturing value through Social Media - a corporate and large organisation perspective
Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.
Social Media Attribution - Havas Digital InsightsHavas Media
This Havas Digital Insights piece outlines Artemis’ methodology for attribution across Display, Search, Video and Social Media, showing real-world examples of applications to the ecommerce world, as well as laying out the framework in which the analysis is being carried out.
A talk provoking forward thinking with regards to social media, mobile, and mobile payments. What are the opportunities for tapping into networks and advancing marketing & PR alongside the rise of mobile payments?
A recent survey explains how companies aiming to reach customers through social media have been successful using three key capabilities. These capabilities help strengthen organizations' social media presence as they move to digitize their brands.
7 effective strategies to use social media for your businessMilena Regos
A road map for businesses of any size to understand the importance of social media and social media marketing and how to approach new media the right way from understanding how to use social media right for their business, identify their audience is, where to find good content, how to listen online, how to engage, how to save time on a daily basis and how to measure social media efforts. I gave this presentation live to Nevada County Online group in Grass Valley, CA on July 24, 2012.
Presentation on social media basics and strategy by Cathy McCall and Bob Kumagai. Presented to Colorado Chamber of Commerce and Industry Chairman's Roundtable Oct 22, 2009
In recent years, Social Media has grown from a simple conversation platform to an essential business tool providing a rich repository of unbiased feedback for organizations throughout the world. It is imperative that insurance leaders tune in, listen and learn to profit from the insights social media can provide regarding their brand, products, customers, services, competitors, and ways to innovate to satisfy the market.In this presentation, you will learn how most successful executives are leveraging this unprecedented tool to acquire and retain new customers and drive growth even in these times
Similar to Public Engagement - Reality and Evolution of Public Relations by Richard Edelman (20)
SXSW is where music, film and tech come together. Every year, it gets bigger and more difficult to navigate. Whether you're a veteran of SXSW newbie, this list should be checked off before you leave the Austin city limits.
From DIY to Social Media, Pinterest is quickly becoming an outlet for a variety of sectors and brands to engage. Before that first pin take a look at our infographic below to make sure you’re taking the necessary steps towards a noticeable presence on the platform. Take a look at Edelman Digital’s Pinterest account as well!
The Creative Newsroom: Real-Time Marketing Driving the Long-Term Brand NarrativeEdelman Digital
In order to break through the clutter, brands must create engaging, visual content that connects with consumers about things they are thinking and talking about in real-time. But transforming a trending conversation into a brand- relevant, audience-resonant visual in hours instead of days is a radical shift in marketing and communications.
More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning.
In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story.
There are 10 social media essentials that can help guide brands to achieve success in 2013. We explore these essentials and case studies of brands in action.
The Edelman Digital Social Intelligence Command Center,
in partnership with MATTER and HootSuite, created
Social Matters - A series of data visualizations highlighting
social conversations around special events.
When considering that more than half of Americans is now carrying a computer in his/her pocket, many technologists and marketers have blindly rushed to address mobility as it leads us to who-knows-where. So much of desktop behavior such as email and the web have followed us here, while incumbent text messaging and a newfound lust for apps is chewing away at time spent on the device. Through all of this prescriptive technology, it is critical to respect and understand that liberation from the desktop carries with it disruptions from the offline world and traditional media. These observances and some telling data are included in this first edition of the Edelman Mobility Quarterly.
Complex organizations must integrate social into how they do business despite the shifts needed to make it happen. Contact David.Armano[at]Edelman.com for more information on Social Business Planning and how it can help your organization integrate social at scale.
Edelman's Social Intelligence Command Center (SICC)Edelman Digital
Edelman's Social Intelligence Command Center or "SICC" is the firm's proprietary system of combining real time analytics with insights, content development, engagement strategies and tactics. SICC's are a combination of people (staffing), process and a variety of tech platforms converged in collaborative physical spaces. This presentation outlines how the space operates in combination with Edelman's distinct SICC approach. For more information please reach out to david(dot)armano(at)edelman(dot)com.
Social media is out of beta. We’re entering the era of validation. In the Validation Era, intimacy is in and publicness may be out - or at least on the decline. Quality is the new black. What this means that both individuals and businesses will need to increasingly work harder to earn their way in and remain in their stakeholders' circle of trust. During this session, Steve Rubel will explain how businesses can activate their domain-level experts to share their knowledge across four spheres of media – traditional, “tradigital,” owned and social.
The Long Road Back: 2011 Edelman Trust in U.S. Financial Services SurveyEdelman Digital
Edelman’s Financial Communications group presents the findings of its second annual Trust in U.S. Financial Services Survey. The questions were fielded in November 2010 to gauge the level of trust individual investors feel in relation to financial services companies, professionals and regulations.
Attentionomics Captivating Attention in the Age of Content DecayEdelman Digital
Attention is linked with economic value creation. However, with infinite content options (space) yet finite attention (time) and personalized social algorithms curating it all for us, it's going to be increasingly challenging to stand out.
In this presentation, Steve Rubel (SVP/Director of Insights), explains the issue in detail along with practical solutions.
Edelman Digital Celebrates Community Manager Appreciation DayEdelman Digital
At Edelman, we have community managers that perform activities on behalf of our clients. We thought we'd turn to these talented individuals for tips and advice for community managers. We also gathered advice from others in the field that either perform community management or champion the profession/activity. Take a look through the advice of our global team and the brand representatives from Boingo, HP (client), Radian6 and many more.
5. PHASE THREE OWNED & SOCIAL MEDIA
Direct Channels
Viewed
by >600,000
in first
24 hrs
RELATIONSHIPS
6. STRATEGIC EQUIVALENCE
“There is now strategic equivalence for the first
time between paid, earned and owned media”
Randall Rothenberg
Interactive Advertising Bureau
7. OPERATING IN A WORLD WITHOUT TRUST
Which stakeholder should be most important to a CEO’s business decisions?
Government
3%
7% Employees
11% Society at
Large
All stakeholders
are equally
important
13% Customers
52%
14%
Shareholders
Source: 2010 Edelman Trust Barometer: When a CEO makes business
decisions for his or her company, which stakeholder SHOULD BE most
important to a CEO‟s business decisions?
8. NEW MANDATE FOR PR
Beyond Communications to Strategy & Policy
Performance Corporate Consumer Green is
Rise of CCO
& Purpose + Brand Justification Green
9. PR IS THE ORGANIZING FORCE
Mainstream New Media
Digital Properties
Print/Broadcast/Radio
Mobile
Public
Engagement
Owned Social
Web Consumer Generated Consumer
Journalism
New Influencers Mobile
Blogging
Employee Content Events
10. I Thesis
II Landscape
III Third Way– Public Engagement
11. MEDIA IS MASS & NICHE
Players differ by country, but trend is consistent
Pre-defined
Long Tail/
Niche Content Mass Appeal
Pre-selected
12. MEDIA CONSUMPTION: PEOPLE NOW MULTI-TASKING
People need info from multiple
Minutes of media consumed by sources, voices and to hear it 3-5
8 –18 year-olds per day times to believe it
700
458
DK: 7% Once: 6%
10+ times: 5%
Twice: 16%
379 6-9 times: 6%
Movies
Print
Video Games
4-5 times: 25% 3 times: 35%
Computer
Music
TV 3-5 times: 60%
0
1999 2009
Source: Kaiser Family Foundation Source: 2010 Edelman Trust Barometer
13. MEDIA ARE SOCIAL & PORTABLE
People now have a portfolio of information sources
37% internet users contribute to news creation
51% social networking users get news from people they follow
61% Americans get their news online vs. 17% from newspapers
46% Americans get their news from 4-6 online media platforms daily
63% Increase in time spent on social networks in
‟08, surpassing e-mail
33% of cell phone owners now access news via
their phones.
Source: PEW/Various
14. SOCIAL MEDIA IS LOCAL
23% Follow Journalists on Social Networking Sites
Social networking surpassed email by time spent.
65% 47M
+100% 471M
+20% 25M
+9% 20M +14% 14M
-7% 120M
+35% 54M
-12% 19M
+1107% 74M 0% 34M
+6% 52M -44% 15M
-22% 47M
15. MEDIA EVOLVES: CONDÉ NAST APPROACH
Consumer Ownership
Integrated
Web Marketing
Properties
Magazines
Exceptional Events
Inception Content
Mobile
Digital Consumer
Magazines Journalism
Digital Blogging
Video
Content Amplification Time
16. “Regular Employee” as Credible as CEO
Spokesperson Credibility
100%
2009 2010
90%
80%
70% 66% 66%
60% 55%
49%
50% 47%
45%
43%
40%
40%
34%
31% 32% 32%
30% 26%
19%
20%
10%
0%
CEO A financial or Government NGO An academic or Regular Person like
industry official representative expert employee yourself
analyst
F99-105. [TRACKING] Now I’m going to read you a list of people. In general, when forming an opinion of a company, if you heard information about a company
from that person, how credible would the information be--extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box: Very + Extremely
Credible) Informed Publics ages 25-64 in 20 countries
16
17. I Thesis
II Landscape
III Third Way– Public Engagement
18. STRATEGIC PIVOT FOR PR
Execution/Vendor Core Strategy & Creative
One-way Communications Dialogue
Pitching Inform the conversation
with compelling content
Earned Media Discussion & Participation
19. THE THIRD WAY
The Evolution of PR
Mainstream
New Media
Media
Public
Engagement
Owned Social
Media Media
20. TENETS OF PUBLIC ENGAGEMENT
Advancing Shared Interests in a World of Inter-dependence
Listen with new intelligence
Participate in the conversation--real time/all the time
Create and co-create content
Socialize media relations
Champion open advocacy
Build active partnerships for common good
Embrace and navigate the complexity
Increased Changed Engaged Commercial
Trust Behaviors Communities Success
21. NEW MANDATE REQUIRES NEW SKILLS
Mainstream New Media
Digital Properties
Public
Print/Broadcast/Radio
Engagement
Mobile
Research
Search
Ideas
Content
Owned Media Social
Web Consumer Generated Consumer
Journalism
New Influencers Mobile
Blogging
Employee Content Events
22. RESEARCH: IDEA STARTERS AND AMPLIFIERS
Identify idea starters Who, in turn, engage
Provide them with relevant content amplifiers to start discussions
New Scientist
Greenpeace
International
Scientific
American Cambridge
University
Press
Print and Environment Division
23. SEARCH IS KING
• All content should be search
optimized
• Social media sites like Twitter and
Orkut are now media companies,
with powerful search and trending
data
• Google Analytics measures impact
of advertising vs. search vs.
referring sites
• Real-time (twitter, facebook etc)
data enables participation in
discussions, as well as
measurement
Google Analytics
24. GALVANIZING IDEAS
Crosses
Stimulates Can Substance
multiple
Action evolve and „legs‟
channels
27. SOCIAL MEDIA: GO WHERE PEOPLE ARE
"We have the most powerful distribution mechanism that has been created in
a generation“ -- Mark Zuckerberg, Facebook
Digital Embassies + Consumer Generated Content
(TWITTER
PORGRAM)
"Companies formerly known as advertisers now have to figure out how to create conversation on
Facebook...that's how the flavor program developed by marketing firm Edelman Digital enabled
Ben and Jerry's to increase its fans from 300,000 to 1 million in just six weeks.“
-- David Kirkpatrick, The Facebook Effect
28. NEW APPROACH TO MEDIA RELATIONS
Popular Voice Requires Video
Aggregating Content Immediacy
29. DIRECT: EVERY COMPANY IS A MEDIA COMPANY
Owned Channels
Viewed by
>300,000
people daily
30. FROM PR TO PUBLIC ENGAGEMENT
PR has become the organizing principle of strategy and communications
We engage stakeholders in long-term social relationships, as all
communications has become public and we’ve moved from a shareholder
to a stakeholder world
We build brands/corporate reputations by starting with research, creating
galvanizing ides and compelling content that engages multiple audiences
through Mainstream, New, Social and Owned media
Tomorrow’s discussion will be about how a social organization
can advance your goals