open road social media
DESCRIPTION
Introduction into social media for public policy PR agency - Open Road - by RAAKTRANSCRIPT
Social media a quick overview
The Trafigura incident“The Guardian has been prevented from reporting parliamentary proceedings on legal grounds which appear to call into question privileges guaranteeing free speech established under the 1688 Bill of Rights.Today’s published Commons order papers contain a question to be answered by a minister later this week. The Guardian is prevented from identifying the MP who has asked the question, what the question is, which minister might answer it, or where the question is to be found.”
(The Streisand effect)
Print circulation is down 30% from 1956 to 2006
TV viewing also under pressure
New channels
New channels
Advertising is moving from off to onlineAdvertising is moving from off to online
AND thereAND there’’s even trouble online in brand advertisings even trouble online in brand advertising
Brand advertising isrelatively small online,and there is no indicationyet that it will manage toclose the gap with onlinedirect response.
Unlike offline, paid forsearch and classifieds(both form of directresponse) dominatesonline.
Online revenue UK Q1 & Q2 percentages
58%20%
22%
Paid for search
Internet display(Brand)Classifieds
Social Media Social Media is on the marchis on the march
“But by using interactive Web 2.0 tools, Mr.Obama’s campaign changed the waypoliticians organize supporters, advertise tovoters, defend against attacks andcommunicate with constituents.”
Definition of Social Media
Definition of Social Media
Is it HYPE ?
Definition of Social Media
Is it HYPE
technologyIs it
?
?
“Facebook more popular
than porn” Oct 2007
It’s not HYPE
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó
Is it new TECHNOLOGY?
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó
Is it new TECHNOLOGY?
‣One-way & two-way media have always co-existed
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó
Is it new TECHNOLOGY?
‣One-way & two-way media have always co-existed
‣What about the so-called killer apps of Web 1.0?
JerryYang’s
guide to the
World Wide Web
Source: Jacob Nielsen - useit.com
Jerry’s guide - April 1994 (1000 websites)
April 1996 Page & Brin starts working on the Google search engine (100,000 websites)
Google launches (9 million sites)
The exponential growth of the WWW
What was different?
‣ Traditional scarcity => Spectacular growthof media ‘outlets’
What was different?
‣ Traditional scarcity => Spectacular growthof media ‘outlets’
‣ Professionalism => Amateur
The Magna Carta of the web
PR(U) = (1-d) + d * sumV(PR(V)/N(V))
How is search social?
How is search social?
‘PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value.
In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “Important”.’
Tom Anderson founder of MySpace
“Andy Warhol said everybody is famous for 15 minutes. Social Networking changed that to everyone is famous for 15 people. If you have a million friends, you’re broadcasting. You’re an entertainer”
Social Media is participation
Social Media is participation
No longer a one-way hierarchy...
Social Media is participation
...but an interactive process.
Ordinary human needs have found a home in social media.
‣Altruism
‣Socialising
‣Self-actualisation
‣Networking
Social Media is participation
Implications
Jeff Jarvis talks of things organisations should consider
‣ New relationships
- Give the peoplecontrol: we will use it
- Your customer is your partner or advertiser
- Your product is your advertising (The rise of content)
Implications
‣ New architecture
- Do what you do best and link to the rest
- Join a network or be a platform
- Think distributed
‣ New publicness
- If you’re not searchable, you won’t be found
- Everybody needs a little SEO
- Journalism & objectivity? (Washington
Implications
‣ New society
- “Elegant organization”, Mark Zuckerberg, founder of Facebook
Implications
‣ New economy
- Manage abundance, not scarcity (In media)
- Join the open-source, gift economy
- The mass market is dead - long live themass of niches
Implications
Implications
‣ New attitude
- “There is an inverse relationship between control and trust”, David Weinberger
- The art of listening
- Make mistakes well
- Be transparent
- Be honest & authentic
- Collaborate
Implications
‣ New ethic
Implications
‣ Content
UK Media Guardian editorial September 2008
“Is nothing sacred?
Even the term "advertising" might soon be defunct. Agencies operating in the digital world prefer the word "content", suggesting all sorts of lovely free entertainment and added value rather than shameless selling.
The old, interruptive model of advertising is changing in favour of a highly-targeted approach where consumers almost welcome the messages rather than get beaten into submission.”
How organisations can use Social Media
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
‣ TalkingTo partake in the conversation
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
‣ TalkingTo partake in the conversation
‣ EmbracingIntegrate your members in the way your business works
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
‣ TalkingTo partake in the conversation
‣ EmbracingIntegrate your members in the way your business works
‣ EnergizingLet members evangelize to others about you
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
‣ TalkingTo partake in the conversation
‣ EmbracingIntegrate your members in the way your business works
‣ EnergizingLet members evangelize to others about you
‣ HelpingLet customers help each other
Your demographicprofile
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish your own Web pagesUpload video you created
Post ratings/reviews of products/servicesComment on someone else’s blog
Use RSS feedsAdd “tags” to Web pages or photos
Maintain profile on a social networking
Read blogsWatch video from other usersListen to podcasts
None of the above
Social Technographics ™ Ladder by Forrester
How organisations can use Social Media
Your communications problem
Blogs Social Network Viral video Micro blogging Communities
Complexity
Awareness
Word of Mouth
Accessibility
Best
Also good Best Also good
Also good Best Also good
Best
How organisations can use Social Media
Blogs
Companies with a complexity problem stand to benefit from using blogs.
How organisations can use Social Media
Video
“Viral videos are best for punching through the noise – the awareness problem.”- Li and Bernoff (Forrester)
How organisations can use Social Media
“If you want to be hot and have people talking about how hot you are then Facebook and
MySpace are for you.”- Li and Bernoff (Forrester)
Social Networks
How organisations can use Social Media
‣ An option for those who have difficulty get their messages to their customers
‣ Need strong identities
Communities
How organisations can use Social Media
Micro Blogging & Status updates
‣ Good for listening
‣ Networking and building relationships
‣ Announcing things & self promotion
‣ Customer relations
How organisations can use Social Media
‣ MTV was tasked by the European Union (EU) to increase awareness about the upcoming EU elections amongst young people. And energise them to take part.
‣ EU wanted to build a bespoke social network where young people could interact around a common European-ness.
Case study: canEUhearme
Case study: canEUhearme
Case study: canEUhearme
‣ Facebook Connect
on Shout Box
Case study: canEUhearme
‣ Shout archive
Case study: canEUhearme
‣ Facebook Connect
on Polls
Case study: canEUhearme
‣ TwitterIntegration
Case study: canEUhearme
‣ TwitterIntegration
Case study: canEUhearme
‣ PictureCompetition
Case study: canEUhearme
‣ Comments
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
‣ TalkingTo partake in the conversation
‣ EmbracingIntegrate your members in the way your business works.
‣ EnergizingLet members evangelize to others about you
‣ HelpingLet customers help each other