Presentation on Social Media/Web PR for the UCT Graduate School of Business Nomadic Marketing Course.

1. 20 November 2008 Presentation to PR Success Strategies Conference SOCIAL MEDIA/WEB PR PRESENTATION TO THE UCT GSB NOMADIC MARKETING PROGRAMME 8 SEPTEMBER 2009 Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue Presentation runs automatically up to the title slide Thereafter press the spacebar or mouse click to proceed Catherine Lückhoff

2. 8 September 2009 Presentation to Old Mutual Nomadic Marketing Programme TRADITIONAL DEFINITION OF PUBLIC RELATIONS “ Public Relations practice is the art and social science of analysing trends, predicting their consequences, counseling organisations’ leaders and implementing planned programmes of action which will serve both the organisation and the public interest.” – Handbook of Public Relations, Fifth Edition by Chris Skinner & Llew von Essen

3. DISRUPTIVE MARKETS, CHANGING WORLDS “ The impact of social media upon corporate communications is changing the role of the public relations practitioner. In short, the world has changed, and the dynamics of PR have changed with it. Disruptions in global economics and the rise of social media have presented the world of corporate communications with a new paradigm. Drastic changes in general media are changing how PR practitioners address content, the media and representation of their clients. At the heart of the evolution is content, and the PRO's role in its generation, aggregation and resulting conversations.” – Craig Rodney, Emerging Media

4. CHANGING FACE OF MEDIA

5. CHANGING FACE OF MEDIA

6. SOCIAL MEDIA ALLOWS FOR MULTIDIRECTIONAL COMMUNICATION BRAND MSG

7. MATCH MAKING Social media enables the PR industry to fulfill its original mission: FACILITATE RELATIONSHIPS SPREAD THE MESSAGE Except now it’s out in the open.

8. AT THEIR MERCY NO MORE Spreading a message and building a community is no longer: time consuming difficult to measure dependent on a lengthy feedback process unpredictable at the discretion of the editor

9. BIGGER RESPONSIBILITY Utilising social media to implement PR campaigns does however mean that we are now responsible for: conceptualising and creating the content pitching it self-publishing it marketing and spreading it tracking it responding to it

12. YOUR AUDIENCE IS… MEDIA SAVVY. NOT PASSIVE . CRITICAL. ACTIVE. VOCAL . INFORMED. HUNGRY . YOUR BEST FRIEND. Rules of engagement: KNOW YOUR AUDIENCE KNOW YOUR PLATFORM

13. INFLUENCE AND WOM… 300 vs 3000 who yields the most influence? and THE POWER OF WORD OF MOUTH feeds likes status updates diggs votes highlights etc .

14. SAY WHAT YOU MEAN AND MEAN WHAT YOU SAY Don’t manipulate. Seed yes (where appropriate). But don’t try to control the message. Create it. Spread it. Track it. Gauge it. Be aware of it. Anticipate it. Be aware of the impact and implications and respond if the need arises. YOUR ROLE IS TO LISTEN AND FACILITATE.

15. ONLINE PLATFORMS http://www.writetech.net/2008/08/the-social-medi.html

23. THE RTD WEBSITE

26. MORE FACEBOOK STATS

28. TWITTER STREAM

29. Muti

30. YouTube

31. FLICKR

33. RTD 2008 BLOGGING COMPETITION

35. RTD RED BULL RADAR PROJECT

37. ADDITIONAL RTD COLABS IN 2009

38. DON’T FORGET THE OFFLINE MEDIA Convergence is key. Find the touch points and engage consistently on all levels.

43. 20 November 2008 Presentation to PR Success Strategies Conference THANK YOU Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue