Martin Waxman Loyalist PR Social Media presentation march 2011
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Martin Waxman presented to Loyalist College in March 2011 on how social media is changing communications. He discussed how social media has disrupted traditional assumptions about how information and communication works. It has become a democratic, transparent, and conversational way for organizations to build relationships. Waxman outlined several social media platforms like blogs, podcasts, Facebook, Twitter, YouTube and mobile and provided tips for how PR professionals can engage with and leverage these channels as part of an overall social media strategy. He emphasized the importance of listening, conversing, engaging and developing relationships across social media to help build brands.
Martin Waxman Loyalist PR Social Media presentation march 2011
- 1. The New PR:How Social Media are Changing the Communications EnvironmentMartin Waxmanenergi PR, Communications, DigitalPresented to Loyalist College March 2011© 2011 energi PR Inc. All Rights Reserved.
- 2. The blogosphere – a view from above
- 3. “I’m old enough to know a lot of things, just from life experience. I know that newspapers are where you get your political news and how you look for a job. I know that music comes from stores. I know that if you want to have a conversation with someone, you call them on the phone. I know that complicated things like software or encyclopedias have to be created by professionals. In the last 15 years, I’ve had to unlearn every one of those things and a million others, because those things have stopped being true.” -Clay Shirky, Here Comes Everybody
- 4. What is PR?
- 5. An industry definitionAccording to the Canadian Public Relations Society: Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals, and serve the public interest.(Flynn, Gregory & Valin, 2008)
- 6. It’s all about relationships!
- 7. We are also…StorytellersPersonal trainersTrends expertsGuardians of reputation Trusted counselors
- 8. What is social media?
- 9. My erstwhile attempt at a definitionSocial media is a democratic, transparent and conversational way for people and organizations to interact and build relationships and communities of mutual benefit - usually online. (from my(PR)Palette)
- 10. It’s all about relationships!
- 11. What else?It’s similar to MSM (mainstream media)Influencers spread stories to an audience you want to reachIt’s different from MSM in that there are even less checks and balances and anyone can do itFacts? What facts?It can leap across traditional country borders in a single boundLink to MW article for International Public Relations Association
- 12. And…Social media uses many of the same tools as MSM, except it’s mostly DIY (Giovanni Rodriguez)Cost of entry low, or practically non-existentTwo-way, more conversational, long-term commitmentWord spreads fast online; need to stay connectedTag to be search-engine-relevant
- 13. Why is social media important?Listen: monitor what’s being said and decide on responseConverse: adds human element to companies and helps develop credibility and trustEngage: develop relationships with influencers/customers across a variety of platforms to help build your brand
- 15. A few considerationsIntersection of personal and professional (Joseph Jaffe) Need to establish parameters; social media policyNew tools, old rulesEthicsProfessionalismTransparencyProduction values/writing/style
- 16. Develop a planStart with strategy and goalsAsk questions:Who?Why?Who are the influencers?Do you have a strong relationship them?Are you in it for the long haul?What’s your budget, staffing?Which of your partners can best help you bring it to life?
- 17. Then pick the tools
- 18. The glueReal Simple SyndicationRSS = subscribing
- 19. Now vs. Then
- 20. Reaching bloggersTodd DefrenAll about relationships (like PR)Join the community, listen and then participate Important to be transparent, honest, credible and conversational Disclosure – new FTC rules in U.S.Never, ever spam a blogger – or journalist – or ANYBODYJay BaerGini DietrichJoseph Thornley
- 21. Reaching bloggersUse Social Media News Release to distribute informationSimilar to traditional news release but with added features – links, visuals, video, audio, quotesConsider social media newsroom with RSS feed on your website as useful media resource
- 22. PodcastsPre-recorded, downloadable audio showsSelf-produced using free softwareLike blogs, can cover virtually any topicEducationPRPoliticsBeauty/fashionCarsSportsEntertainmentCookingShopping You name itPR industry examples: Inside PRFor Immediate Release
- 23. Five years old April 23, 2010, the day the first video was uploaded!
- 24. 2nd most popular search engine
- 25. 24 Hours of video uploaded to YouTube each minute
- 26. Three times as many unique monthly viewers than its second-place competitor (Yahoo)Tips for creating and distributing online videos from my(PR)palette:Content, content, content!
- 27. Production values should match
- 28. Promote on multiple platforms
- 29. Sponsorship is OK as long as it’s not a commercialAge of Facebook600+ million users; 15.6 million Canadians ; reach 10 to 11 million Canadians every dayFastest-growing demo? Your mom!Personalized web enables people to ‘like’ products on other sites; shows up in a news feed and friends see itPrivacy concerns:new social tools mean more data is being shared. Canada’s Privacy Commissioner is monitoring.
- 30. 190 million subscribers; Toronto 6th largest Twitter community
- 31. @anywhere new function that lets you build in Twitter apps into your website
- 32. Promoted tweets, new ad platform lets businesses pay for tweets
- 33. 65 million tweets per day; Twitter donated archive of public tweets to the Library of Congress
- 34. Search.twitter.com – monitor what’s being saidMobileOptimize website for mobile devices?Design, compatibility, image size, ease of use iPhone users spend 65 per cent of on-device time NOT making calls Video accounts for 69 per cent of mobile data trafficPeople who use FB on smartphones are twice as active on FB than regular usersLocation, location, location and the rise of FoursquareJohn Doerr, Kleiner Perkins
- 35. ROIHow do you determine whether or not you’ve been successful at reaching your goals?Have you reached your influencers and had an impact on perceptions, behaviour (outcome vs. output)?No definitive measurement tool… yetNew definition of ROI: ‘Risk of Ignorance’ (Todd Defren)
- 37. PR studentsThink about your online footprintHave you built a relationship with us?New skill set required: telling stories visually and not just with words, understanding of and comfort with the tools Some things don’t change: judgment, morals, strong writing, creativity, smart business thinking
- 38. Jumping inDevelop a social media strategy and then use the right tools that help achieve your objectiveNot everyone needs to be a blogger, video producer, podcasterDon’t get caught up in the shiny, pretty thingsWho do you call for help?Become part of a community that means something to youTry it outAsk questionsAll it takes is a bit of clicking, patience and timeTest and learn, repeatDon’t get lost in the traffic jamif your head is swimming, you’re probably headed in the right direction; you will get there
- 39. ResourcesAnd…Suggested reading:The Tipping Point by Malcolm GladwellSix Pixels of Separation by Mitch JoelGroundswell by Charlene Li & Josh BernoffSocialCorp by Joel PostmanNaked Conversations by Robert Scoble and Shel IsraelHere Comes Everybody by Clay ShirkyContent Rules by Ann Handley & CC ChapmanThe Long Tail by Chris Anderson
- 40. Questions?Contact: Martin Waxman [email protected]:my(PR)palettewww.energipr.comTwitter: @martinwaxmanwww.facebook.com/energipr