IMC 462IMC 462Integrated Marketing Communications via Social Integrated Marketing Communications via Social

MediaMediaSummer 2011Summer 2011

Class Session 7Class Session 7Guest Lecturer, and Embracing of the Guest Lecturer, and Embracing of the

GroundswellGroundswellJuly 25th 2011July 25th 2011

Welcome to our guest lecturer,Welcome to our guest lecturer,Bob Crawford!Bob Crawford!

Key TerminologyKey Terminology

Many to Many- Many to Many- concept in the new social journalism- refers to the concept in the new social journalism- refers to the dispersed nature of the blogosphere that each contributor produces and dispersed nature of the blogosphere that each contributor produces and reports on a facet of a storyreports on a facet of a story

Top-Down Journalism- Top-Down Journalism- style of journalism in practice prior to the rise of style of journalism in practice prior to the rise of social media where a few news outlets report, produce, and set the news social media where a few news outlets report, produce, and set the news agendaagenda

Vertical Publications- Vertical Publications- refers to niche, generally industry or topic specific refers to niche, generally industry or topic specific publicationspublications

Opinion Based vs Factual Journalism- Opinion Based vs Factual Journalism- referencing divergent reporting referencing divergent reporting styles- bloggers more properly suited to be opinion based- but should be styles- bloggers more properly suited to be opinion based- but should be clear on their views and affiliations etcclear on their views and affiliations etc

Premium Content- Premium Content- website content assets that are available for website content assets that are available for registered and/or paid users- this can include webinars, eBooks, white registered and/or paid users- this can include webinars, eBooks, white papers, and special editorial sections papers, and special editorial sections

Crowdsourcing- are we clear on this concept?are we clear on this concept?

Social Media Transforms JournalismSocial Media Transforms Journalism

Vivian Schiller notes that NPR is a lifestyle. Do you think Vivian Schiller notes that NPR is a lifestyle. Do you think this is accurate? Is this something you can incorporate in this is accurate? Is this something you can incorporate in your communities?your communities?

Is there a hybrid future for journalism? As we’ve discussed in Is there a hybrid future for journalism? As we’ve discussed in social communications, credibility is key. If media operations are social communications, credibility is key. If media operations are not trusted, that’s a huge problem. Let’s view the following video not trusted, that’s a huge problem. Let’s view the following video from from Aspen Ideas Festival:

Businesses Engaging with the GroundswellBusinesses Engaging with the Groundswell

Final Final GroundswellGroundswell related topics! Businesses that are related topics! Businesses that are succeeding in this new environment finds themselves in step succeeding in this new environment finds themselves in step with their customers. In essence they create their own internal with their customers. In essence they create their own internal groundswell. How do leading organizations do this? groundswell. How do leading organizations do this?

Incrementally- Incrementally- to build a repertoire of shared, to build a repertoire of shared, measurable successesmeasurable successesSet Direction- Set Direction- each steps leads to the nexteach steps leads to the nextSolicit and Build Support- Solicit and Build Support- executive buy-in is crucialexecutive buy-in is crucial

Do we know of organizations that have done this?Do we know of organizations that have done this?

Preparing for the TransformationPreparing for the Transformation

How can leading organizations prepare to transform How can leading organizations prepare to transform themselves to meet the demands of the themselves to meet the demands of the Groundswell? Groundswell? Like with Like with most of what we’ve studied, it requires planning. Let’s review a most of what we’ve studied, it requires planning. Let’s review a few of the steps:few of the steps:

Start smallStart small Educate the organizationEducate the organization Get the right people to run strategyGet the right people to run strategy Align external partners (agencies, technology etc)Align external partners (agencies, technology etc) Plan for the long run Plan for the long run

Can you share examples of this from your professional Can you share examples of this from your professional lives?lives?

Klout-Klout-It’s Your Influence!It’s Your Influence!

Klout is a measure of your social network’s influence. You may look to an individual’s Klout score as you seek people to invite to join a community, retweet their comments, or ask them to retweet yours.

Here’s the measurements that supposedly go into Here’s the measurements that supposedly go into creating the algorithm. Note this is based on a scale of 1-creating the algorithm. Note this is based on a scale of 1-100, and the exact measurements are not disclosed.100, and the exact measurements are not disclosed.

Twitter:Twitter:• Following countFollowing count• Follower countFollower count• RetweetsRetweets• List membershipsList memberships• Spam accounts followingSpam accounts following• Klout of retweetersKlout of retweeters• Unique mentionsUnique mentions

Facebook:Facebook:• CommentsComments• LikesLikes• FriendsFriends

Klout Klout Score!Score!

Let’s sign up to get a score and Let’s sign up to get a score and see where you are influentialsee where you are influential

Putting Your Custom Communities Putting Your Custom Communities to Workto Work

Now that you’ve done the hard work of outlining a community for Now that you’ve done the hard work of outlining a community for your client, it is now time to consider putting that community to your client, it is now time to consider putting that community to work for your clients’ brands. In your handouts you’ll find an work for your clients’ brands. In your handouts you’ll find an example of a proposal for putting a branded community to work. example of a proposal for putting a branded community to work. Let’s consider a few key points:Let’s consider a few key points:

TacticsTactics • How do these meet your How do these meet your clients’ objectives?clients’ objectives?

• How do these meet your How do these meet your users’ needs?users’ needs?

ExecutionExecution• What resources will you What resources will you need?need?

• How will they build on and How will they build on and support one another?support one another?

Planning- Planning- make a plan and make a plan and stick with it!stick with it!