Technology changes as we speak. This presentation covers much of the latest to the moment for professional communicators.

1. Cutting Through the Clutter
Using
“Word of Mouse”
Rowan Intro to PR
BIG Lecture
L t
M. Larry Litwin, APR, Fellow PRSA
© 2012
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Web 2.0
Doing what We Do even
better…using participatory
(social) media.
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2. Taken from…
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3. PR Is...
• “This is who we are;
This
• What we think about ourselves;
• What we want to do; and
• Why we deserve your support.”
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PR Practitioners are…
Strategic Advisors
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4. 7
You Talk – We Listen
Hearing vs Listening
vs.
There is a reason why we have two ears and
one mouth – we must listen twice as
p
much as we speak.
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5. Discussion Points
Social Media Revolution.flv
• Social Media via YouTube
• http://www.youtube.com/watch?v=lFZ0z
5Fm-Ng&feature=channel
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OK!
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6. You just need to...
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WHY USE SOCIAL MEDIA
Builds Brand
Loyalty
Drives
Authenticity
Measures Return
of Investment Produces Common
Threads
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7. Another Point of Emphasis
• Social media IS participatory
media and
“Word of Mouse”
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MAC Triad
M
+P+T
A C
M=Message A=Audience C=Channel
g
P=Purpose T=Timing
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8. MAC Triad Plus
M
+P+T
A C
M=Message A=Audience C=Channel
P=Purpose T=Timing
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MAC Triad Plus cont.
• Informization
– Disseminating information (message) to
target audience through the proper channel
at the best possible time.
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9. Augmented Reality
• As stated many times, technology changes rapidly – so rapidly in fact, that
changes will occur during this lecture.
• Augmented reality (AR) is a term for a live direct or indirect view of a physical,
real-world environment whose elements are augmented by computer-
generated sensory input such as sound, video, graphics or GPS data. It is
related to a more general concept called mediated reality, in which a view of
reality is modified (possibly even diminished rather than augmented) by a
computer. As a result, the technology functions by enhancing one’s current
perception of reality. By contrast, virtual reality replaces the real world with a
simulated one.
i l t d
• http://mashable.com/2009/12/05/augmented-reality-iphone/
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Point of Emphasis
• Today, there are more media channels and content
streams competing for your target audiences’
attention than ever before. The key to success is to
focus on the appropriate medium that will carry your
message to your target audience efficiently and
effectively – and – at the right time (aperture). 1-2-1
“marketing” (IMC/ “Word of Mouse”) ties your
g ( W d f ) y
communication messages together with a consistent
look, feel, tone and message that support your
strategic communication efforts and makes your
message more effective and efficient.
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10. Website Disadvantages
• Available only to individuals who have computer access
• Difficulty driving di
Diffi lt d i i audiences t website
to b it
• Looks unprofessional
• Frustration accessing information
• Difficult to navigate
• Keeping information current
• Security
• Broken links
• Typos
• No contact information
• Failure to provide quick responses
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Web 2.0 and Social
Networking Strategies
• Users add value
• Two way communication – participation not publishing
• Technology is used to create and diffuse new knowledge
• Spontaneous collaborative work
• Online content is the start of group-level work
•
• Online content is generated by many people
• Faith in the community
• Connections are the new king, although content still matters
• Word of Mouse marketing (WOMM)
• Web as platform: anytime, anywhere access
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11. The Future is Now
•
The Future is Now
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12. The Future is Now
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More Discussion Items
• YouTube
• Blog
• Inline attachments
• Podcasts
• Vcasts
• Twitter®
• Info Snacking
• Texting/SMS
• BBMing
• Websites (Disadvantages – later)
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13. More Discussion Items
• Podcasts offer flexibility to reach “on-the-
on the
go staffers”
• By Lindsey Miller
• PepsiCo’s “Sound Bites” deliver 7-minute
updates and interviews of interest to
employees.
• Flash mobs
• Cell phone audio tours
• QR Codes
• Disruptive technology 25
Two-Way Communication Model
Sender
Sender>>>Message>>>Receiver
Message Receiver
^ V
^ Noise V
^ Noise V
^ Noise V
^ V
^ <<<<<<<<Feedback<<<<<<< V
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14. Web 2.0 and Social
Networking Strategies
• Users add value
• Two way communication – participation not publishing
• Technology is used to create and diffuse new knowledge
• Spontaneous collaborative work
• Online content is the start of group-level work; perpetual beta
• Online content is generated by many people
• Faith in the community
• Connections are the new king, although content still matters
• Word of Mouse marketing (WOMM)
• Web as platform: anytime, anywhere access
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Reaching the Desired Outcome
• Attitude
• Opinion
Education > Knowledge >
Attitude > Behavioral Change >
Output = Desired Outcome
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15. Superior tactics cannot
overcome a bad
(business) strategy.
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Power of 1-2-1
How street vendors are using Twitter to drive offline traffic sales.flv
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Personalization vs.
Customization
• Personalization = Mail merge (name
only)
• Customization = Name (mail merge) –
plus some personal information: “Your
wife, Nancy and teenage children, Julie
and Adam, would love a free week at
the Marriott here in Hilton Head.”
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17. PR News Has Gone Social
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Inline (1-2-1) Attachment
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20. Social Media Specialist: Melissa Jones
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22. Twitter Messages
• Found this by Googling myself. One
myself
never knows what one will find when
one does that. Check this out .
http://bit.ly/bByUbh*
*http://thefirepio.com/2010/05/10/what-is-
public-relations/#more-833
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Power of “Word of Mouse”
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23. Found on Google
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TweetDeck®
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NewBalance RUN-dezvous
•The idea behind the campaign
was: “spend some time with us,
have fun, and get the product
fun
for free.”
• Lazerow socialized the
campaign by making
challenges an important part of
the game.” Which Facebook
friend is the best runner?”
• 250 000 active users
250,000
• 86% came back at least
once
• 57% came back nine times
or more
• Over 1 million Acebacks
earned by consumers
playing the game 48
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25. Effective 1-2-1
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Questions ???
M. Larry Litwin, APR, Fellow PRSA
larry@larrylitwin.com
www.larrylitwin.com
© 2012
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