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Social Media & PR

Social Media & PR. Dr. LaRae M. Donnellan, APR, CPRC Florida A&M University September 2010. Why Does It Matter?. “You are the generation that is going to either preside over the beginning of the end of real communication … or be its salvation.”

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Social Media & PR

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  1. Social Media & PR Dr. LaRae M. Donnellan, APR, CPRC Florida A&M University September 2010

  2. Why Does It Matter? • “You are the generation that is going to either preside over the beginning of the end of real communication … or be its salvation.” (Ron Sachs, President, Ron Sachs Communications, in comments made Sept. 20, 2010, to public relations students at Florida A&M University) (Image from http://www.ronsachs.com/team2.shtml)

  3. The New Influencers • We tend to believe “people like us.” • Traditional media • Gatekeepers • Social media • Everyone can be a publisher (with the right equipment & access). • We can market directly to our publics. (Paul Gillin: “The New Influencers: A Marketer’s Guide to the New Social Media”)

  4. The New Influencers • Web 1.0 • Mostly read-only • Shopping carts • Web 2.0 • Interactive (read/write) Internet • Blogs, viewer rankings, chat rooms, mashups, microblogging, etc. • Web 3.0 • Fast, customizable, pieced-together applications • Shared virally by computer and phone • Possible moneymakers

  5. The New Influencers • Marketing wisdom • Conventional: 1 dissatisfied customer can reach 10. • Social media: 1 dissatistifed customer can reach 10 million. • Vincent Ferrari & the “blog swarm” • Tried to cancel AOL account June 13, 2006 • Posted audio file June 20 on his “Insignificant Thoughts” blog • Sent e-mail notification to Consumerist.com, digg.com • http://www.youtube.com/watch?v=xmpDSBAh6RY (Image from http://www.pchelpforum.com/tag/aol/)

  6. Groundswell • Social trend • People use technologies to get what they need from each other, not from companies • “An important, irreversible, completely different way for people to relate to companies and to each other” • Why is it happening now? Collision of three forces: • People’s desire to connect • New interactive technologies • Economics: On the Internet, traffic = money (Charlene Li & Josh Bernoff: “Groundswell: Winning in a World Transformed by Social Technologies”) (Image from http://kottke.org/07/01/iphone-running-parallels)

  7. Crowdsourcing • Crowdsourcing: • Harnessing the skills & enthusiasm of those outside an organization • Volunteer to contribute content & solve problems online. • When the new iPhone 4 was released, users turned to crowdsourcing for help, not the company. • Has crowdsourcing gone too far? • Who really benefits? • http://99designs.com/ (Charlene Li & Josh Bernoff: “Groundswell: Winning in a World Transformed by Social Technologies”) (Image from http://www.psfk.com/2009/03/has-crowdsourcing-gone-too-far.html)

  8. Analyzing Publics • Demographics • Psychographics • Technology use • Social Technographics Profile

  9. Social Technographics Profile • Social Technographics Profile Calculator • (Charlene Li & Josh Bernoff: “Groundswell: Winning in a World • Transformed by Social Technologies”)

  10. The Long Tail • Near infinite supply of products • Demand for just about everything • We buy hits. • But we also by “misses.” (Chris Anderson, “The Long Tail: Why the Future of Business Is Selling Less of More”) (Photo by LaRae Donnellan)

  11. The Long Tail (From iaacblog.com)

  12. 98% Rule • Does the 80/20 Rule apply? • Not in 24/7 digital world • 98% Rule • iTunes – Every track sold at least once. • Netflix – 95% of films rented at least once a quarter. • Amazon.com – 98% of its top 100,000 books sold at least once a quarter. (Image from http://technorati.com/blogging/article/want-to-know-why-apple-changed/)

  13. 3 Forces of the Long Tail • Make it • Desktop technologies • Professionals and amateurs competing • Get it out there • 24/7 • Costs falling (clicks, not bricks) • Help me find it • Aggregators & filters • Ratings (Photo by LaRae Donnellan)

  14. Aggregators & Filters Amazon.com What Do Customers Buy After Viewing This Item? 81% buy the item you viewed 7% buy this alternative 4% buy this alternative THE LONG TAIL: WHY THE FUTURE OF... The Long Tail: Why the Future of...Hardcover by Chris Anderson MADE TO STICK: WHY SOME IDEAS SURVIVE... Made to Stick: Why Some Ideas Survive...Hardcover by Chip Heath, Dan Heath WIKINOMICS: HOW MASS COLLABORATION... Wikinomics: How Mass Collaboration...Hardcover by Don Tapscott, Anthony D...

  15. Importance of Social Media • Social Media Revolution 2 • When are most tweets sent? • 4 p.m., Friday!

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