Helsingborg Apr 2010 Notes
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This document discusses how social media is changing public relations and communication. It notes that privacy is a thing of the past online and that organizations must monitor social media for conversations about themselves. It also recommends that organizations identify and engage key influencers using social media and understand that the new forms of online content are linked, aggregated, consumer generated and peer influenced rather than corporate messages. The document emphasizes that social media requires transparency, reach, and porous boundaries between organizations and their audiences.
Helsingborg Apr 2010 Notes
- 1. Building Bridges with Social Media Helsingborg, April 2010philip.young@sunderland.ac.uk@mediations
- 2. Travelling from Sweden to DenmarkWanting an iPad to owning an iPadMeeting someone to marrying someoneGetting from A to B
- 3. Plus ca change…..Everything ChangesNothing Changes
- 4. Where does social media fit into our business world?Who is using social media – and how does it affect you?How do we identify key influencers and how do we engage with them?Three Questions
- 5. What is PR?What is PR?Information + Publicity + PromotionReputation managementRelationship managementHow does Social Media change this?
- 6. Do you come here often?Information + Publicity + Promotion
- 7. What’s your name?What do you do?Are you married?
- 8. Here’s what they say...
- 9. But here’s another view...1 million subscribers can’t be wrong.... Can they?
- 10. What is social software?Social networksFacebook, My Space, BeboPicture sharing + Video sharingYouTube, FlickrWeblogs (blogs)TwitterPodcastingDownload Mp3s/ soundfilesWikisCollaborative working
- 12. Markets are conversationsCommand control comms is deadCustomers are shaping your (online) reputation right nowThey are using social media – but how?We are all connected, whenever we want and wherever we areEveryone of us has an online reputationThe new (PR) reality
- 13. Two types of conversationThe messages that you want to put out …The conversation around your organisation.... whether you like it or not!
- 14. The Old PR
- 15. The Old PR
- 16. The New PR
- 17. The new content is….LinkedAggregatedConsumer-generatedInfluenced by experience and peer valuesAverse to corporate messages
- 18. Key conceptsSocial media makes PR think about...ReachTransparencyPorosity
- 19. The media has changedWe are all content creatorsOnline thought leaders will spot your problem before you doPeople demand content and engagement (pull)Even your most loyal users/supporters scarcely think about youThe new (PR) reality
- 20. User posts 142 character updates that can contain pictures and weblinksFollow other users (read their Tweets)ReTweet things you like – cascade messagesSend messages publicly @mediations or privately DM – direct messageHow does Twitter work
- 21. As a news feed – tell people what is happeningAs your ears: Follow opinion leaders/ stakeholdersAs a search tool (trending etc)Be disciplined, be systematicUse a client service such as TweetdeckHow to use Twitter
- 22. It’s about User Generated Content: Others are doing the work for you – whether you like it or not!!!Understand YouTubeUse Flickr (photo-sharing)Upload your materialUse what is already out thereSocial Media is visual
- 23. What does the Bridge look like?
- 24. News: Texts, tweets, iPhone appsRelationshipBlog, video, storytelling, maps, ideasEngagementBe there: give – and respondThe Bridge must talk
- 25. Who is talking about you and what are they saying?Identifying trends, engaging in conversations. Hearing the important voices amidst the noise.It’s about listening
- 26. You might try...Google ReaderBloglinesNetvibesFriend FeedNews Reader
- 27. Who’s saying what, where?
- 28. Who’s talking about you NOW?
- 29. Privacy is in the past. It’s gone. It’s history (18)In the internet age, your personal brand or identity is never off duty and your reputation is always switched on. (17)Imagine a scenario where every bad decision you made or every indiscretion was opened up for all to see. Scary thought.Welcome to the very connected world we now live in. (19) The stakes are high
- 30. “Privacy is dead. Get over it.”Do your staff know what they can and can’t do with social media?Do your managers?Do you?Where are the boundaries?Where should they look?So is yours...
- 31. PR can be principally about saying the RIGHT things (message) To the RIGHT people (audience)In the RIGHT ways (channel/ tone)(But don’t forget to listen!!!!)The are Three Rs in PR...
- 32. Influencing and controlling the flow of information around an organisation, product or serviceForming and maintaining a relationship between an organisation and its stakeholders(Arguably) enabling conversations between an organisation and its stakeholders(Ideally) Public Relations
- 33. Delivering the New PRMarkets are conversationsWe are seeing the end of ‘command and control’ model of PR
- 34. The new content is….LinkedAggregatedConsumer-generatedInfluenced by experience and peer valuesAverse to corporate messages
- 35. Porosity means...Fewer secretsCultural changeDialogue and collaborationNeed for guidelinesPR has to rethink notions of employee privacySocial Media is a journalistic sourceWhat is private and what is organisational?
- 36. 1. Social Media matters – use it, understand it2. Social Media is a communications issue3. Think big – audit your social media presence (think from an outsider’s perspective)4. Think small – use individual projects to their full potential 5. Allocate time for social media – tools are cheap, time commitment isn’t!!!!Takeways
- 37. Brown, B (2009) Public Relations and the Social Web London: Kogan Page Halpern, L & Murphy, R (2009) Personal Reputation Management: Making the Internet Work for YouLondon:Halpern Cowan Phillips, D and Young, P (2009) Online Public Relations2nd Ed London: Kogan PageFurther Reading