Integrating media platforms for success
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David Bloom's presentation to Kate Flynn Jacobs' Intro to PR class emphasizes the importance of integrating traditional and social media to effectively meet client goals. Key points include understanding audience repetition needs, the evolving role of PR professionals as journalists, and the necessity of providing valuable content rather than excessive marketing. The presentation also highlights the significance of an integrated approach, utilizing various media platforms, and continually adapting to new tools and trends.
Integrating media platforms for success
- 1. Integrating traditional, social and other media for successPresentation to Kate Flynn Jacobs’ Intro to PR classApril, 2011By David Bloom
- 2. Where I startFirst PrinciplesMy mindset when I sit down with a client
- 3. What’s a win? What is your client hoping to achieve?Create goals that align with their business prioritiesBuild metrics that can quantify progress toward those goals
- 4. Story is EverythingLocate a Pole Star, and head there. Once you know what direction you’re heading, build a narrative that can take you thereEverything you create, everything you say should help build that narrative Evaluate how your presence on any platform – traditional, social or otherwise – advances your narrative and supports your company/client goals
- 5. Big PictureKey Recent TrendsWhy writing a textbook about public relations that isn’t out of date in six months is really difficult
- 6. Peeling the OnionPR more complex, more nuanced than everYour messages must wade through filters upon filters to reach usersU.S., U.K. audiences must hear message 8 to 9 times before it connects. Other audiences only need 3 to 5 repetitions. Source: Brian Solis
- 7. The Big SmearEvery company is a media companyPR people increasingly are like journalists Journalists are increasingly promotional, even advocacy-drivenSteve Rubel: “This is all getting mushy.”Lots of ethical questions still being hashed through
- 8. Who do we listen to? In 2006 it was “a person like myself” whose opinion we trusted most. That era is ending, overwhelmed by data. Social networking has devalued “friendship”So what still matters: Online search engines Online news sources Smart, quasi-journalist curators who find the best stuff Your people can be these peopleSource: Steve Rubel
- 9. Privacy Still a Big ConcernTo ease consumer issues about privacy invasion:Tell consumers what you’re collecting and what you’re doing with itWrite that privacy policy for humans, not lawyersCreate simple opt-out provisionsOpt-outs may have to pay instead. Source: Jeffrey Cole
- 10. Mobile is Global5.7 billion people don’t have cellphones...yetEventuallywe will have more than 1 phone for every person on the planetMost will access Internet ONLY through their phoneHow are you reaching them?Source: Jeffrey Cole
- 11. The iPadA “transformational” device likely to dominate market for yearsMobileoperating systemFew people now need a laptop or desktop PCEmpowers “lean back” magazine/newspaper reading Endangers the mouseApps can be highly targeted, compelling Owned MediaWon’t use Flash format, so base sites, video on HTML5Source: Jeffrey Cole
- 12. Video Gets More PowerfulMore screen time than ever (rising to 50 hours a week, even more for USC students)More interactive, flexibleUbiquitous Live televised events routinely setting recordsVirtual water cooler: Many watch, blog/tweet simultaneously. Where are your clients?Source: Jeffrey Cole
- 13. On Being LikedPeople follow brands for very different reasons than brands believe:Consumers pragmatic about why they follow brands They want discounts, special offersThey want information, but not just about your company and its productsYou must consistently provide valueDon’t bury them in marketing come-onsNo. 1 reason to unlike a brand: Too many messagesSource: Brian Solis
- 14. IntegrationBringing It TogetherAn integrated approach reaches audiences where they are, repeatedly connecting them to your message
- 15. Find Your ExpertsEvery company/client has internal experts. Find them, make them starsCurate external experts on your sites. Free, authoritative content that draws in targeted audiences makes your sites and brands trusted voices in the din.
- 16. Transmedia StorytellingCan mean slightly different things at USC Annenberg versus USC School of Cinematic Arts, but…At Annenberg, and in the PR/marketing business, it means providing target audiences a variety of ways to access your messagesBrian Solis: “It’s about opening entry points that allow people to become immersed in your story”
- 18. The Big Circle Pull your experts through all four cloverleaf quadrants to build visibility and authoritativeness.Doesn’t matter where you start, as long as you take them through all four quadrants regularly.
- 19. Brian Solis’ “Fifth P”
- 20. CurationIs Hot NowFinding and packaging good, pertinent content essential for audiences overwhelmed by the flood It’s not all about you. The best blogs are curational. Links on Twitter are hugeMicrosites can become the crossroads for an event (e.g., Qualcomm news site for Mobile World Congress)Source: Steve Rubel
- 21. Brief is Good; Visual is GreatPeople like infographics, images. Quick data sips, attractive, enticingOn most topics, people read only a few seconds and no more than 20 percent of a page before moving on. The K.I.S.S. principle: Keep It Simple, StupidSource: Steve Rubel
- 22. Brian Solis’ New K.I.S.S.“Keep It Significant and Shareable”Use widgets, other tools to make it easy for others to share your releases, video, blogs, other contentTargeted campaigns with incentives can entice even the most skeptical followers to participateRelevance, Resonance, Significance
- 23. Dive Deep Online users will dive deep on topics they care passionately about. Give immersive fans lots of deep information:PDFs on Scribd.comPowerPoint presentations on SlideshareLots of curated material on the company blog, Facebook Page, Twitter feed Source: Steve Rubel
- 24. A New Source for News Traditional Media routinely troll web for ideas, sources, quotes. Social media should be 1 percent of 100 people’s jobs, not 100 percent of 1 person’s job. “Increase the surface area” for news generation
- 25. Your RoleTrain employees/clients in best practicesMonitor the webKeep company/client up to date on new sites/technologiesCreate some contentAdvise on policy and crisis response
- 26. Tools The Social Media ToolboxSites that help you tell your story and measure its reach and impact
- 27. First, you must listenFree: Google News Alerts, Google Analytics, Facebook Pages analytics, GistCheap: HootSuite, WordPress plug-insHigh-end: Tynt, Vocus, Buddy Media, Factiva, BusinessWire, Radian 6, lots more
- 28. Influencer toolsTry to measure online users with the most influenceKlout tracks Tweeters, integrated with HootSuite. Businesses give deals to high-scoring influencers.Ad.ly sends targeted, sponsored tweets through most influential Tweeters.Technorati tracks, rates bloggers
- 29. Integrator ToolsOnce set up, they simplify posting across multiple sites, and from multiple platformsSame message across all sites isn’t always good. Pick the right message for a given site. Most notable include: HootSuiteTweetDeckPingAmplifySummify
- 30. Social BookmarkingBuild an echo chamber for your posts, reposting through these sites:Stumble.Upon (red hot)AddThisDigg (in trouble)Delicious (uncertain future)
- 31. Online VideoMost compelling, but also most complex to create, distributeYouTube, YouTube, YouTube:Embedded on your site or othersSubscriptionsBranded channels New emphasis on high-quality materialiTunes, especially for ongoing subscription-based (free) programming feeds. Download model Frequency, for monitoring, curating LOTS of high-end video streamsVimeo for high-end contentVevo for music videos
- 32. Online Photos Great for connecting userswith live events, especially when they attendFlickrGood for sharing packages of photosFacebookphotos, big audience, tagging capabilitiesInstagramHot site integrates with Twitter, Facebook from your smartphone
- 33. BlogsOld School New Media but still best for deep engagementJournalistic/quasi-journalistic sites:Tech blogs – Engadget, Gizmodo, GigaOMPolitics – Politico.com, Daily Kos, The Drudge ReportMommy bloggersEntertainment – Perez Hilton, TheWrap, Hero Complex, Deadline Hollywood, TheEnvelopeDistribution sites:Huffington PostDaily BeastTheWrapCreation Tools:Tumblr (hot tool, great for sharing across platforms)WordPress (huge community, lots of plug-ins)Others: Blogger, LiveJournal, Movable Type
- 34. TwitterOne-to-many, “broadcast-style” approach closest to what PR traditionalists understandGreat for messaging by high-profile tweeters, but…Messages have very short life spanYounger audiences don’t like it as muchTiny slice of 100 million users create most contentNO control over your client’s foot-in-mouth issuesAlternatives: Salesforce.com’sChatter.com, Yammer
- 35. FacebookThe dominant social media site worldwideNearly 600 million users Can target material by language or home countryClock ticking before “uncool” factor turns it into MySpace or Friendster (Jeff Cole says a few years off)Likely no monolithic successor but a fracturing into many highly targeted social-media tools
- 36. Facebook PagesDesigned for brands, entertainers, products, etc.No 5,000-friend capNo reciprocityFacebook has created business Pages already. Claim yoursFacebook closes companies on profiles. Get to a Page.
- 37. Facebook GroupsAllows communities to grow up around a passion, including for a brand or productIf a group gets big enough, founder loses control to “the community”Should still participate and monitor, but expect to have no control
- 38. Professional ExpertiseLinkedInBest source of competitor intelligenceMake your company’s pages accurate, compelling. Great for HR/recruiting, media backgroundEnsure experts have strong pages. Integrate with Twitter, SlideShare, other widgetsQuora- the hottest Q&A sites. Your experts should be hereSlideShare- great for recycling (edited) PowerPointsScribd, for long-form .PDF files. Again, great place to recycle content
- 39. Location-Based ServicesSmartphone-based services that connect people, places and communities, often with a “gamified” check-in functionAugmented Reality sites overlay more information on a given location. Can annotate the world, provide deals, messagesMay not be sustainable stand-alone sites, but features on bigger platforms (i.e., Facebook Places)Foursquare is leader, can do localized “special deals.” Others: Gowalla, WhrrlFoodspotting for restaurants, Instagram for event photos
- 40. Special-purpose sitesMySpace: bands sharing music and tour info Orkut: still No. 1 in Brazil, TurkeyChina market huge, but Google, Facebook and other Western powers largely blocked. RenRen is the powerhouseYelp: big for small business, restaurants, but controversial. Must engage for these clients
- 41. Timing Is EverythingWhen to send? People pay a lot of attention to Facebook in the late morning on MondayFriday afternoon/the weekend traditionally bad for news releases (except very bad news). Can be very good for some tweets. Few tweets get re-tweeted. Of those that do, 92 percent are re-tweeted in the first hour.
- 42. Don’t Stop Learning, EvolvingCheck out every hot new service Learn as much about it as possible, as quickly as possibleTake your time actually using it for your company/clientsJeffrey Cole: “Your learning curve should be rapid. Your adoption curve less so.”
- 43. Thanks for listeningI can be reached at:davidbloom@earthlink.net@davidbloom on Twitterwww.facebook.com/davidlbloomBloom’s Day at www.dbloom.tumblr.com