social media & pr
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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.” - PowerPoint PPT PresentationTRANSCRIPT
Social Media & PR
Dr. LaRae M. Donnellan, APR, CPRC
Florida A&M UniversitySeptember 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.”(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)
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”)
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
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/)
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)
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)
Analyzing Publics Demographics Psychographics Technology use
Social Technographics Profile
Social Technographics Profile•Social Technographics Profile Calculator
(Charlene Li & Josh Bernoff: “Groundswell: Winning in a World Transformed by Social Technologies”)
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)
The Long Tail
(From iaacblog.com)
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/)
3 Forces of the Long Tail
1. Make it• Desktop technologies• Professionals and amateurs competing
2. Get it out there • 24/7• Costs falling (clicks,
not bricks)
3. Help me find it• Aggregators & filters• Ratings
(Photo by LaRae Donnellan)
Aggregators & Filters
Amazon.comWhat 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...
Importance of Social Media
Social Media Revolution 2 When are most tweets sent?
4 p.m., Friday!