This presentation to to provide an overview of how traditional outreach on the Web is shifting due to social media/new media. It shows how traditional media is experiencing a paradigm shift and how we must change with the times if we want to reach challenging markets and participate in the online conversation.

1. The Social Web transforming traditional outreach Caroline Cummings [email_address]

2. Ubiquitous

3. What is Social Media? technology -- build shared meaning -- The use of electronic tools for the purpose of sharing and discussing information and experiences with others… social interaction pictures audio video words

4. Power of Social Media…

7. Differs from Traditional Media? Source: Wikipedia … depends on interactions between people as the discussion and integration of words building shared meaning. … it’s not finite… technology is the conduit

8. For Brand Survival… Traditional Media Social Media VS Customer Collaborator Talk to Talk with Selling Sharing Voice = Company Voice = Citizen More expensive Less expensive Prof media outlets User generated content Push marketing Pull marketing Broader market Targeted markets Static content Evolving content One-sided Multiple opinions Short lived Long life

9. Citizen Journalists

12. Citizen Journalism – it’s not new 1963 Abraham Zapruder Assassination of JFK 1991 George Holliday Rodney King Beating

13. Citizen Marketers

14. A New Breed of Marketers Citizen Marketers Customer evangelists who generate media (primarily online) on behalf of products, services, companies, or people who generate inspiration.

15. Embrace the Citizen Journalist/Marketer

16. Examples of Social Media Tools photo sharing video sharing social networking + microblogging user generated and monitored encyclopedia up-to-date friends/ family activity social news sites blogging tools

17. Ubiquitous

19. Makes it Easy to Share

21. Marketing profs must embrace the geek talk!

22. A closer look

25. Old Way of Getting Info Online… you find it

26. New Way of Getting Info Online… you subscribe to it

27. RSS Reader Aggregation : making a collection of feeds available in one spot

28. The Social Browser

29. The Social Web Browser Easily integrates social tools into the browser “ for the social media addict”

30. Data Aggregation

32. Widgets | make money Google’s AdSense Widget

34. Power of wikis 2,581,574 articles and growing every day… 100,000 articles

35. Why social media is important?

36. To view this video visit: http://garyvaynerchuk.com/2008/10/08/you-down-with-roiyeah-you-know-me/

40. Social Media Case Study

41. Goodwill of Greater Washington

43. Social Media Tools

46. Empowering their market

47. The Golden Age of PR

48. A Marriage Made in the Web! PR Professionals Social Media

51. pr-squared.com get template for free!

52. reader subscribes core facts additional info – added over time

53. recent updates photo update video update quotes

54. suggest tags share addt’l resources join conversation Make it easy to link to other SMNRs

56. Tracking Ford Focus SMNR Lives on…

57. How do I measure it?

59. Staying connected

62. Staying Connected to Me… iamcarolina caroline cummings eugene linkedin.com/in/carolinecummings carolinecummings.wordpress.com Things that make ya go hmmm

63. Trends…

65. Now what ?

66. Book recommendations… positioning, message delivery and reputation management are in the hands of the people - where anyone can be a publisher or broadcaster. grassroots journalism, but the people, for the people…examining their impact the viral nature of social media and how it’s changing the way people form groups and exist within them. B. McConnell, J. Huba D. Gillmor C. Shirky

68. The Social Web transforming traditional outreach Caroline Cummings [email_address]