emerging infotech congress [freberg]
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THE PAST, PRESENT, & FUTURE OF STRATEGIC COMMUNICATIONS:Best practices and implications
Karen Freberg, Ph.D.
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L O U I S V I L L E . E D U
Agenda for Presentation
• The field of strategic communications continues to play an essential and changing role in society, requiring the regular reassessment of the education of future practitioners.
• The demands of the current economy and the ever-changing digital environment are challenging practitioners and scholars to constantly evolve their research and practices in the discipline to meet the expectations of their stakeholders.
• This presentation will discuss the past, present, and future practices involving social media and emerging technologies for strategic communicators.
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L O U I S V I L L E . E D U
Status of Strategic Communication
• Real-time communication and interaction• Mobile poly social realities across multiple
platforms• Age cohort differences among channels• Brand & individual storytelling• 24/7 connected and digital global society• More memes & trends emerge every day on
social media• Brands jump on board with these trends to
be competitive• Harder to engage audiences, capture
attention, and create memorable content in real-time.
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L O U I S V I L L E . E D U
reporters technology
1750s
1920s
1960s
public
advertising
word of mouth
pr
“Old” Strategic Comm practices
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L O U I S V I L L E . E D U
“New” StratComm practices
reporters pr, advertising, social insiders social public
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L O U I S V I L L E . E D U
Where we are now in 2013
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L O U I S V I L L E . E D U
From Edelman Digital
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L O U I S V I L L E . E D U
What continues to be the same• Objectives• Environmental Scanning• Audiences• Influence and Persuasive Messages• Integrated and Interactive Conversations• Multiplatform and multimedia • Measurement and evaluation
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L O U I S V I L L E . E D U
Moving forward• The fundamental challenge for most organizations is that
social media is one environment where – messages work on a one-to-many, one-to-some, and one-
to-one scale across multiple technologies at the same time in real time,
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L O U I S V I L L E . E D U
• Emergence of social engagement– Continuous set of exchanges where each party is the
participant in the conversation and relationship.– Helps build trust, credibility, and establishes a positive
reputation on the behalf of the brand or organization in question.
– Engagements have to be relevant, timely, and be personable for audience & community
Attention [short-term] + Sustainable storytelling practices [long-term] =SUCCESS
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BRAND REPUTATION
LOYALTY
ENGAGEMENT
STORY
INNOVATION
RELATIONSHIPCOMMUNITY:
AMBASSADORS & EMBASSIES
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L O U I S V I L L E . E D U
Key opportunity
STRATEGIC STORYTELLING IS AN ART & A SCIENCE
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Digital stories are shaping audience behavior
Audience behavior is creatingDigital stories
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L O U I S V I L L E . E D U
Points to consider
• Real time strategic communications focuses on – Speed & Agility– Compressing time to tie in brand with
news (newsjacking)– Growing need to understand power of
real-time information (ex. monitoring trends, issues, conversations, mentions, etc)
– Engaging participation from spectators & translate them into supporters.
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Real time marketing
Engagement
Customer Service
Storytelling
Product Development
Social Media Platform
Reputation
Training
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L O U I S V I L L E . E D U
Real-time marketing
• Real-time marketing means reacting in real, or near-real time.
• It’s about relevant messaging in the right platform at the right time.– This can be achieved in
social media by listening and anticipating customer needs.
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VISUAL+
REAL-TIME+
MEMORABLE+
COMMUNITY+
STORY
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L O U I S V I L L E . E D U
Best practices• Determine if audiences want
information in visual and multimedia formats.
• Engage with community and share options through other social media platforms and communities
• Be consistent and timely with updates in multimedia – as well as measurement.
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L O U I S V I L L E . E D U
• Consider building and managing communities in real time, focus on analytics, and create/curate creative content that’s relevant and relatable to audiences.
• Consider multimedia outlets an extension to online reputation for brand or individual
• Keep future trends in mind and determine what is the next step for social media.
• Engage, Inform, Inspire, and be relevant.