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The Social Web  Transforming Traditional Outreach
Ubiquitous
What is Social Media? technology -- build shared meaning -- The use of electronic tools for the purpose of sharing and discussing information and experiences with others…  social interaction pictures audio video words
Power of Social Media…
The Evolution of the Web… Web 1.0 get noise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Web 2.0 make noise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Web 3.0 filter noise ,[object Object],[object Object],[object Object],[object Object]
New Buzz… ,[object Object],“ One person can make change – quickly!” “ TV attracts watchers, online video attracts users.” “ Journalism students know more than professors.” “ Anyone CAN become famous now.”
Differs from Traditional Media? Source: Wikipedia … depends on interactions between people as the discussion and integration of words building shared meaning.   … it’s not finite… technology is the conduit
For Brand Survival… Traditional Media Social Media VS Customer Collaborator Talk to Talk with Selling Sharing Voice = Company Voice = Citizen More expensive Less expensive Prof media outlets User generated content Push marketing Pull marketing Broader market Targeted markets Static content Evolving content One-sided Multiple opinions Short lived Long life
Citizen Journalists
Rise of Citizen Journalism ,[object Object],2.4 million search results on Google  (Sept 08) “ citizen journalism ” “ citizen journalist ” 4.9 million  (as of Mar 09)
Citizen Journalism – it’s not new ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Father of the American Revolution Suggestion: “ We The Media ” Gillmor read free: oreilly.com
Citizen Journalism – it’s not new 1963   Abraham Zapruder Assassination of JFK 1991   George Holliday Rodney King Beating
Citizen Marketers
A New Breed of Marketers Citizen Marketers Customer evangelists who generate media (primarily online) on behalf of products, services, companies, or people who generate inspiration.
Embrace the Citizen Journalist/Marketer
Examples of Social Media Tools photo sharing video sharing social networking + microblogging user generated and monitored encyclopedia up-to-date friends/ family activity social news sites blogging tools
Ubiquitous
 
Makes it Easy to Share
Geek Talk Going Mainstream… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Screen Scraping Permalinks Trackbacks  Mash-ups Link Exchange  Lifestreaming JavaScript
Marketing profs must embrace the geek talk!
A closer look
 
A Closer Look… ,[object Object],XML  = Extensible Markup Language | helps information systems share data ,[object Object],[object Object]
Old Way of Getting Info Online… you find it
New Way of Getting Info Online… you subscribe to it
RSS Reader Aggregation : making a collection of feeds available in one spot
The Social Browser
The Social Web Browser Easily integrates social tools into the browser “ for the social media addict”
Data Aggregation
Widgets ,[object Object],[object Object],YouTube’s Video Embedding Widget
Widgets | make money Google’s AdSense Widget
Wikis ,[object Object],Ward Cunningham
Power of wikis 2,581,574 articles and growing every day… 100,000 articles
Why social media is important?
To view this video visit:  http://garyvaynerchuk.com/2008/10/08/you-down-with-roiyeah-you-know-me/
Deepen Brand Relationships Via Social Media ,[object Object],[object Object],[object Object],[object Object],Will Work 4 Free! strategy and communications agency  Sept 08
Why Important? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reach Challenging Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Case Study
Goodwill of Greater Washington
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Goodwill of Greater Washington ,[object Object],[object Object]
Social Media Tools
[object Object],[object Object],[object Object],Traditional Tools
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Early Results (90 days)
Empowering their market
The  Golden  Age  of  PR
A Marriage Made in the Web! PR Professionals Social Media
Why Good For PR and Marketing Professionals? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Give Your Press Release a New Life! Die! Press release! Die! Die! Die!  By Tom Foremski - February 27, 2006   Link multimedia and social media capabilities of the Web to make releases more reader friendly and useful.
Social Media Release Distributor
reader subscribes core facts additional info –  added over time
recent updates photo update video update quotes
suggest tags share addt’l resources join conversation Make it easy to link to other SMNRs
Benefits of SMNR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tracking Ford Focus SMNR Lives on…
How do I measure it?
Free tools for measuring social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Staying connected
Staying Connected Online… ,[object Object],[object Object],[object Object],[object Object],[object Object],www.linkedin.com
Monitoring online… ,[object Object],[object Object],[object Object],[object Object],www.google.com/alerts
Staying Connected to Me… prunderground prundergroundconnect   www.linkedin.com/in/mralexmiranda prunderground.com/blog
Trends…
Media Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Now what ?
Book recommendations… A fascinating, research-based look at the impact of social media on businesses and consumers around the world, and what's in store for the future .  grassroots journalism, but the people, for the people…examining their impact the viral nature of social media and how it’s changing the way people form groups and exist within them.  B. McConnell, J. Huba D. Gillmor C. Shirky
Getting Your Feet Wet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Social Web  transforming traditional outreach   Special Thanks to for a wonderful slideshow she created Caroline Cummings [email_address]

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