the changing face of communications infrastructure
DESCRIPTION
A presentation for a Communications Class at The University of Technology, Sydney on the role of Social Media within a Communications Strategy.TRANSCRIPT
University of Technology, SydneySocial Media – An Introduction
The Changing Face of Communications Infrastructure 1994-2011
Gareth LlewellynSenior PR Manager, ANZ
A Career in Technology PR
1994 – Agency-side British Telecom & Avery.
1996 – In House America Online (AOL)
1997 – Freelance Dot Com Boom
2001 – Agency-side Consumer Hardware & Business Software
2006 – In house Oracle Corporation
2010 – In house Salesforce.com
Communications High Technology c. 1994
The Mailshot
“The Ring Around”
“Have you got two minutes…?”
Faxing Hell
The Interwebs
The More Things Changed…
Still based on mass-distribution. Direct Mail maxim -
3% success rate.
Still only about the message, and persuading the
medium to run with that message. The more email and
the internet changed PR, the more it remained about
distribution.
Today - RIGHT NOW - a far bigger revolution is taking
place: as well as developing the message:
YOU CAN BECOME THE MEDIUM!
Webs One, Two and Three
1995: Web 1.0 - Linking pages. The Hyper-text
link. Focus on attracting "HITS" (how idiots track
success). Emphasis on making web sites "sticky". PR
not greatly different. Online Publishing. Online press
releases vs mail/fax.
2005: Web 2.0 - Linking people. The social
revolution. The power of social networks. Facebook
blah blah blah.
2010: Web 3.0 - Linking words. The Semantic
Web. Adwords, SEO, Tags. = Relevance
Social Networking Surpasses Email
Source: Comscore, 2010
July ’09!
Social Statistics
• 43% = Percentage of companies using blogs for marketing by 2012
• 59% = Percentage of companies using Twitter today
• 1 in 4 = Proportion of Americans who watch a You Tube video every single day
• 252% = Growth in number of Tweets per day – 2011 over 2010 (to 200 million in June)
• 86% = Percentage of Americans aged 18-29 using social networking sites
Source – Search Engine Journal Infographic
A Game of Two Halves
The Art Leveraging the Social Web (Manual). Collate your
network, comprehend your network. Contribute
content to your network based on relevance. Micro-
blogging, video, infographics, podcasts -
BLOGGING.
The Science Leveraging the Semantic web (Automatic).
Tagging, RSS feeds, SEO, Adwords, Word Clouds
(Radian6). Seed blog post with proven relevant
language.
Part A – Let’s get Social
Curate
Map
Monitor
Categorize
Collate
Keywords
Topics
#Tags
Cultivate
Inform
Educate
Engage
Part B – WordPower (SEO)
#HashTags
Tags
RSS
“Google Juice”
Google Processes 1,000,000,000 search queries every day (March 2011)
Content 2.0
Old School New School
Newsworthy Relevant
Controversial Authoritative
Tailored Opinion
Exclusive Experience
Blogs/articlesWhite papers
Videos
Podcasts
Slideshows
Media
The “Hub & Spoke” Blueprint
Blog
Media Assets
Semantic Web
Goal
Social Web
What’s the point?
Multiplier
Reading List?
The Message?
Be the Medium!
Built it…and they will come!