how the game is changing: the intersection of traditional & social media
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How the Game is Changing:
The Intersection of Traditional & Social Media
Christina Klenotic
Dix & Eaton
May 21, 2009
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Agenda
How much traditional media are changing
How to work with them, as that is changing too
New media channels
Case studies
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Anatomy of Traditional Media
Younger and less experienced or “lifers”
May be part-time, freelance, due to budget pressures
Will run a story with or without you – they will not wait because they need to get a story on the Web right nowMight “Tweet” about meeting you, before any storyIncreasing use of social media includingFacebook to create more interest in local broadcasts
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Anatomy of Online and Social Media
Blogs now considered credible sources of information
Social media can be an effective way to communicate about new products and services
Citizen journalists, social media participants frequently serve as “feeder” for stories (e.g. CNN iReport)
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A New and Expanding Vocabulary for “News”
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Impact on Media Relations
Monitoring and insight becomes paramount
– Google alerts, TweetDeck
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Impact on Media Relations
Getting the hit isn’t the end point
– New opportunities to merchandise hits to extend visibility
• Digg.com: rate a story
• Facebook: post a link or video
• Twitter: microblog about/link to a story
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Journalist Usage Stats
Of print, broadcast, and online journalists– 48% use LinkedIn, 45% use Facebook to assist in reporting– 68% use blogs to keep up on issues or topics of interest– 86% use company Web sites, 71% use Wikipedia and 46% use
blogs to research an individual organization • The Society for New Communications Research and
Middleberg Communications (160 sample size)
http://twitter.com/jswartz652
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Don’t Pitch, Participate
Journalist blogs, Twitter accounts provide opportunities for interaction– Establish yourself as a source
• Read and comment, when appropriate
Source: The Bad Pitch Blog
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Case Studies
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Citizen Journalism
Ordinary guy breaks plane crash on the Hudson before traditional media
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Event Promotion Using Twitter/Facebook as media resources
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Social Media Releases
CPI Corp.– Sears Portrait Studio– PictureMe Portrait Studio
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Issues Management
Social media Web site YouTube channel (GrabDemocracy)
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Crisis Response
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Social Media Guidelines
They apply to journalists too…
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The Game is the Same...
…but the rules, and the dynamics (and consequences) are changing rapidly and will continue to do so
“Social media” becomes just another consideration, tool in the overall PR mix
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Resources
Blogs update Altitude Branding - http://
altitudebranding.com/ Global Neighbourhoods - http://
redcouch.typepad.com/weblog/ Convince and Convert - http://
www.convinceandconvert.com/ Shannon Paul’s Very Official Blog -
http://veryofficialblog.com/ Chris Brogan - http://
www.chrisbrogan.com/ The BrandBuilder Blog -
http://thebrandbuilder.wordpress.com/ Smart Blogs -
http://smartblogs.com/socialmedia/
Books Groundswell
Charlene Li & Josh Bernoff
The New Rules of Marketing & PRDavid Meerman Scott
Naked ConversationsRobert Scoble & Shel Israel
Social MediaTrevor Cook & Lee Hopkins
Call to ActionJeffery & Bryan Eisenberg
Buzz Marketing & Blogs for DummiesSusannah Gardner
The Cluetrain ManifestoChristopher Locke, Doc Searls, Rick Levine & David Weinberger
The Long TailChris Anderson
Small is the New BigSeth Godin
Questions?
How the Game is Changing:
The Intersection of Traditional & Social Media
Christina Klenotic
Dix & Eaton
May 21, 2009
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