pr opportunities in the web 2.0 brave new world of social media
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PR Opportunities In the Web 2.0 Brave New World of Social Media. Messages/ Website. Company. Reporters / Editors for Media Placement. Target Audience. PR 1.0. The Internet – Web 1.0. Networked Generation Driving a Radical Shift In Media Consumption. - PowerPoint PPT PresentationTRANSCRIPT
PR Opportunities In the
Web 2.0 Brave New World of Social Media
PR 1.0
Company
Messages/Website
Reporters / Editors for Media Placement
Target Audience
The Internet – Web 1.0
Networked Generation Driving a Radical Shift In Media Consumption
• Sixteen to 24 year olds are spurning television, radio and newspapers in favor of online services
• 70% use social networking sites
Source: 2006 Ofcom Report
Traditional Media Losing Market Share
• Box Office: down by 7% this year (tickets per capita have fallen every year since 2001)
• Newspapers: circulation, which peaked in 1987, is declining faster than ever and is down another 2.6% so far this year
• Radio: down 4% this year alone, continuing a multi-decade decline
• Magazines: Ad revenues are up a bit although the number of ad pages is flat (they're charging more per page). Circulation is also flat, while newsstand sales are at an all-time low
TV: As channels proliferate and the audience fragments the rating of the average show continues to decline.
What’s Next Online?
Social networkers are increasingly turning away from traditional media and toward their peers for information and product recommendations.
This sea change provides marketers with a new and exciting opportunity to reach consumers by initiatives that weave best practices from social networks and online commerce.
By welcoming consumer participation throughout the marketing process, companies can engage consumers at deeper level and achieve their sales and marketing goals.
Source: s-commerce: beyond MySpace and YouTube
Web 2.0
Web 1.0 Web 2.0
domain name speculation search engine optimizationDoubleClick Google AdSenseOfoto Flickrmp3.com NapsterBritannica Online Wikipediapersonal websites bloggingpublishing participationcontent management systems wikisdirectories (taxonomy) tagging ("folksonomy")stickiness syndication
Source: O’Reilly
Source: O’Reilly
Markets are Conversations
Consumer visits to social networking sites have increased 109 percent since 2004
“It’s stupid to just advertise on MySpace and assume you are a social marketer. You need to get your customers involved and associated with your brand.”Source: Beyond MySpace and YouTube
Marketers having the most success are using a combination of
• branded micro-sites
• customer reviews
• forums
• peer-to-peer transactions
• product blogs
• user-generated content projects
Graying of MySpace
46% of MySpace's
US-based visitors
are now 35 and older
The New PR Approach
The LDMI
Model
1. ListenUse syndication technologies and processes to listen to the
market and online conversations
2. DeliverWin attention by crafting high-impact syndication content and delivering it using syndication
tools
3. MeasureMeasure your impact using online
measurement tools and then optimize your activities
4. InteractFacilitate and join onlineconversations, directly
interact with your audiencesusing syndication
principles
Participation and conversation are the key
• Online News• Educational Articles• Syndication with RSS Feeds• Add comments and reviews• Blogs• Images• Podcasts• Videocasts
Listen
Reading News Online
Blog Posts About Shielding Lotion last 6 months
Content Syndication
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Add Social Media Elements
Make It Easy to Subscribe
Tagging
Syndication Gets Your News Out Across the Web
US Olympic Committee
Due to lower TV viewership, they are looking to online social media for Beijing and Vancouver
JuiceCaster Media Box
Other Resources
Sally’s Bloghttp://falkow.blogsite.com
Internet Marketing Newshttp://www.expansionplus.com/news/index.php
Six Part Series:RSS Strategy, Search and Social Media http://www.press-feed.com/results/adoption/index.php
Whitepapers, tutorials, case studyhttp://www.press-feed.com/conference