1. The document discusses using social media and participatory media to enhance public relations strategies. It emphasizes listening to audiences, two-way communication, and generating user-generated content. 2. Key concepts include using social media like YouTube, blogs, podcasts and Twitter to build brand loyalty and drive authentic engagement. The MAC triad model of message, audience, and channel is expanded to include purpose and timing. 3. Augmented reality, websites, mobile apps, and tools like QR codes and geo-tagging are discussed as new ways to reach audiences on the go and create interactive experiences. Effective social media requires users who add value through participation rather than just publishing content.

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Cutting Through the Clutter
Using
Rowan Intro to PR
BIG L t
“Word of Mouse”
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BIG Lecture
M. Larry Litwin, APR, Fellow PRSA
© 2012
Web 2.0
Doing what We Do even
better…using participatory
(social) media.
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2. 2
Taken from…
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3. 3
PR Is...
• “This is who we are;This is who we are;
• What we think about ourselves;
• What we want to do; and
• Why we deserve your support.”
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PR Practitioners are…
Strategic AdvisorsStrategic Advisors
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4. 4
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You Talk – We Listen
Hearing vs ListeningHearing vs. Listening
There is a reason why we have two ears and
one mouth – we must listen twice as
much as we speak.
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p

5. 5
Discussion Points
• Social Media via YouTube
Social Media Revolution.flv
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• http://www.youtube.com/watch?v=lFZ0z
5Fm-Ng&feature=channel
OK!
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6. 6
You just need to...
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WHY USE SOCIAL MEDIA
Builds Brand
Loyalty
Drives
Authenticity
Measures Return
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of Investment Produces Common
Threads

7. 7
Another Point of Emphasis
• Social media IS participatory• Social media IS participatory
media and
“Word of Mouse”
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MAC Triad
M
+P+T
A C
M=Message A=Audience C=Channel
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g
P=Purpose T=Timing

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MAC Triad Plus
MM
+P+T
A C
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M=Message A=Audience C=Channel
P=Purpose T=Timing
MAC Triad Plus cont.
• InformizationInformization
– Disseminating information (message) to
target audience through the proper channel
at the best possible time.
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9. 9
Augmented Reality
• As stated many times, technology changes rapidly – so rapidly in fact, that
changes will occur during this lecture.
• Augmented reality (AR) is a term for a live direct or indirect view of a physical,
real-world environment whose elements are augmented by computer-
generated sensory input such as sound, video, graphics or GPS data. It is
related to a more general concept called mediated reality, in which a view of
reality is modified (possibly even diminished rather than augmented) by a
computer. As a result, the technology functions by enhancing one’s current
perception of reality. By contrast, virtual reality replaces the real world with a
i l t d
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simulated one.
• http://mashable.com/2009/12/05/augmented-reality-iphone/
Point of Emphasis
• Today, there are more media channels and content
streams competing for your target audiences’
attention than ever before. The key to success is to
focus on the appropriate medium that will carry your
message to your target audience efficiently and
effectively – and – at the right time (aperture). 1-2-1
“marketing” (IMC/ “Word of Mouse”) ties your
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g ( W d f ) y
communication messages together with a consistent
look, feel, tone and message that support your
strategic communication efforts and makes your
message more effective and efficient.

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Website Disadvantages
• Available only to individuals who have computer access
Diffi lt d i i di t b it• Difficulty driving audiences to website
• Looks unprofessional
• Frustration accessing information
• Difficult to navigate
• Keeping information current
• Security
• Broken links
• Typos
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Typos
• No contact information
• Failure to provide quick responses
Web 2.0 and Social
Networking Strategies
• Users add value• Users add value
• Two way communication – participation not publishing
• Technology is used to create and diffuse new knowledge
• Spontaneous collaborative work
• Online content is the start of group-level work
•
• Online content is generated by many people
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Online content is generated by many people
• Faith in the community
• Connections are the new king, although content still matters
• Word of Mouse marketing (WOMM)
• Web as platform: anytime, anywhere access

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The Future is Now
•
The Future is Now
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12. 12
The Future is Now
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More Discussion Items
• YouTube
• Blog
• Inline attachments
• Podcasts
• Vcasts
• Twitter®
• Info Snacking
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Info Snacking
• Texting/SMS
• BBMing
• Websites (Disadvantages – later)

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More Discussion Items
• Podcasts offer flexibility to reach “on-the-Podcasts offer flexibility to reach on the
go staffers”
• By Lindsey Miller
• PepsiCo’s “Sound Bites” deliver 7-minute
updates and interviews of interest to
employees.
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employees.
• Flash mobs
• Cell phone audio tours
• QR Codes
• Disruptive technology
Two-Way Communication Model
Sender>>>Message>>>ReceiverSender Message Receiver
^ V
^ Noise V
^ Noise V
^ Noise V
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Noise V
^ V
^ <<<<<<<<Feedback<<<<<<< V

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Web 2.0 and Social
Networking Strategies
• Users add value
• Two way communication – participation not publishing
• Technology is used to create and diffuse new knowledge
• Spontaneous collaborative work
• Online content is the start of group-level work; perpetual beta
• Online content is generated by many people
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• Faith in the community
• Connections are the new king, although content still matters
• Word of Mouse marketing (WOMM)
• Web as platform: anytime, anywhere access
Reaching the Desired Outcome
• Attitude• Attitude
• Opinion
Education > Knowledge >
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Attitude > Behavioral Change >
Output = Desired Outcome

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Superior tactics cannotSuperior tactics cannot
overcome a bad
(business) strategy.
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Power of 1-2-1
How street vendors are using Twitter to drive offline traffic sales.flv
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Personalization vs.
Customization
• Personalization = Mail merge (namePersonalization Mail merge (name
only)
• Customization = Name (mail merge) –
plus some personal information: “Your
wife, Nancy and teenage children, Julie
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and Adam, would love a free week at
the Marriott here in Hilton Head.”

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PR News Has Gone Social
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Inline (1-2-1) Attachment
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Social Media Specialist: Melissa Jones
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22. 22
Twitter Messages
• Found this by Googling myself OneFound this by Googling myself. One
never knows what one will find when
one does that. Check this out .
http://bit.ly/bByUbh*
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*http://thefirepio.com/2010/05/10/what-is-
public-relations/#more-833
Power of “Word of Mouse”
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Found on Google
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TweetDeck®
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NewBalance RUN-dezvous
•The idea behind the campaign
was: “spend some time with us,
have fun and get the product
• 250 000 active users
have fun, and get the product
for free.”
• Lazerow socialized the
campaign by making
challenges an important part of
the game.” Which Facebook
friend is the best runner?”
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• 250,000 active users
• 86% came back at least
once
• 57% came back nine times
or more
• Over 1 million Acebacks
earned by consumers
playing the game

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Effective 1-2-1
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Questions ???
M. Larry Litwin, APR, Fellow PRSA
larry@larrylitwin.com
www.larrylitwin.com
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© 2012