A presentation on how media habits and the media landscape change how people communicate and define media - and how to get on top of these changes by using social media in campaigns.

1. Walls Coming Down New Strategies…New Tools Kokemus Blogit Twitter Youtube Facebook Havainnot Delicious Osallistaminen Tieto Sosiaalisen median sisällöt/tiedotteiden lähettäminen Uutinen YLE.fi Lapin Kansa The Times HS.fi Facebook Reaali-aikainen Tarina Youtube Blogit Kommentointi Twitter Peter GranatCEO & President, Cision Europe

2. Themes An Attention EconomyChanging communications cyclesIntegrating social media into campaigns

3. An Attention Economy

5. The web is increasing the decline of traditional media 30% of Internet users in G8 countries say they are reading fewer papers, less, since becoming broadband connected Ofcom “Understanding International Communications Behaviour” research Oct 2008

6. New platforms are transforming what media means

7. “Media companies efforts, coupled with the increase in sharing online, have effectively turned social networks into massive engines of recommendation, responsible for directing an ever greater volume of online traffic”

8. If Facebook were a country, it would be the world’s fourth largest Facebook Popularity by Geography Source: Facebook

9. 9

10. SHORT HEAD (mainstream media, key trades, etc.) LONG TAIL (the rest of the web) The “Attention Economy” A T T E N T I O N CHANNEL © Cision 2008

11. MAGIC MIDDLE (key blogs, messageboards, social network spaces…) SHORT HEAD (mainstream media, key trades, etc.) I M P O R T A N C E T o Y O U LONG TAIL (the rest of the web) CHANNEL © Cision 2008

12. Changing Communications Cycles

13. The news cycle

15. Key Social Metrics Inbound links: the currency of the Web Blog comments Total posts: does volume matter? Citations on social news sharing sites Track your results and look for patterns

16. Social media metricsFind patterns across multiple measures of influence

17. Customer Service

20. Be personable yet professional; don’t say anything you don’t want everyone to hear

21. Share links to your own relevant promotional content and other interesting links as well

22. Don’t feel you have to keep up with your Twitter feed. Use TwitterSearch and #hashtags to hone in on interesting discussions.

31. An Attention EconomyChanging communications cyclesIntegrating social media into campaigns

32. Thank youContact DetailsPeter GranatCEO & President, Cision Europepeter.granat@cision.com