The Changing face of Communications Infrastructure
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A presentation for a Communications Class at The University of Technology, Sydney on the role of Social Media within a Communications Strategy.
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The Changing face of Communications Infrastructure
- 1. University of Technology, SydneySocial Media – An IntroductionThe Changing Face of Communications Infrastructure 1994-2011 Gareth Llewellyn Senior PR Manager, ANZ
- 2. 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 ConsumerHardware & Business Software 2006 – In house Oracle Corporation 2010 – In house Salesforce.com
- 3. Communications High Technology c. 1994 The Mailshot
- 4. “The Ring Around” “Have you got two minutes…?”
- 5. Faxing Hell
- 7. 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!
- 8. 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
- 9. Social Networking Surpasses Email July ’09! Source: Comscore, 2010
- 11. 59% = Percentage of companies using Twitter today
- 12. 1 in 4= Proportion of Americans who watch a You Tube video every single day
- 13. 252% = Growth in number of Tweets per day – 2011 over 2010 (to 200 million in June)
- 14. 86% = Percentage of Americans aged 18-29 using social networking sitesSource – Search Engine Journal Infographic
- 15. 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.
- 16. Part A – Let’s get Social
- 17. Part B – WordPower (SEO) #HashTags Tags RSS “Google Juice” Google Processes 1,000,000,000 search queries every day (March 2011)
- 18. Content 2.0 Blogs/articles White papers Podcasts Media Slideshows Videos
- 19. The “Hub & Spoke” Blueprint Multiplier What’s the point?
- 20. Reading List?
- 21. The Message? Be the Medium! Built it…and they will come!
Notes de l'éditeur
- Wide ranging career that has mirrored the very developments I’m about to talk about.
- Don’t have a “Communications Degree”. Business Card annecdote.Brief history of Communications Infrastructure.First job 1994. Day’s work began the evening before – stuffing press releases into envelopes. Franking. PR agencies were direct mail houses for journalists.
- “The ring around”. Pre the internet, pre-email and pre-mobile phones, you had to actually ring up the journalists and pitch them.Had to get them at their desk. Actually did need to check it had arrived.1-2 minutes to articulate story. Feedback often brutal. A lot of voicemail.Only 1-2-1 channel – the deskphone.
- I hate fax. Bermuda Triangle of communications.Guardian anncecdoteNever worked. Served ok for urgent and 1-2-1. Never good for mass-distribution…Until the Fax Gateway. Send to print on fax machines all over the country. Again overnight. Old woman annecdote.Irony – I was working for the world’s largest internet company at the time!
- 1996. About the same time I remember the first PC linked up to the Internet. Only one in the office. First website – Guinness, downloaded a screen saver. Great.Dial-up. Gimmick. “won’t catch on”. For geeks. Online press offices. Giant business cards in the sky.
- 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 also.
- 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. Web 2.0 - Linking people. The social revolution. The power of social networks. Facebook blah blah blah.Web 3.0 - Linking words. The Semantic Web. Adwords, SEO, Tags. = RelevanceNo longer about influence as much as relevance – being of value
- In 2009, we witnessed a seminal moment in a shift to social networking. In July, 2009, according to this Morgan Stanley report you see here, social networking users surpassed email users. \\Today’s generation uses facebook, twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter.“Email is how you talk to old people”.
- By the time you graduate, blogs – not press releases – will be the core communications device. Google “spiders” – not journalists – will be your core target audience.Furthermore, 54% of CIOs said real-time comms will surpass email in next 5 years.
- The Science and the Art. Good SEO expertise is essential – as essential as having a good writer in your team. Not having at least a rudimentary understanding of how Search works would be like not really understanding your audience.
- In 2008 at Oracle I was given the heads up – go social. Go PR 2.0.Looking at listening, mapping and curating groups and networks. What were they talking about? Who were they talking to?Engage. Contribute. They responded.
- Get a blog. Experiment with postings. Different time zones. Different networks. Different tags.Tags = meta data for an online asset. Its what Google looks for.My own blog – networks were helpful but took effort. But a period of sustained, consistent and regular posting on one subject and very soon traffic took off. 20,000 in two months. Google is lazy.Seed your blogs and press releases with keywords taken from analysis. Get a word cloud.
- Changing nature of content. PR is about relationships, but its also about content.Old school saw the crafting of content for journalists, not the punter. What was the “news hook”?Now, create content that matches your analysis. By-pass the media. Go direct. Put the “public” back in public relations.Continue to create press, but only as one form of asset. Shoot your own videos, produce your own podcasts etc.
- The Blueprint.
- Naked Conversations – Shel Israel and Robert Scoble (Twitterville)Groundswell – Charlene LiThe Clutrain Manifesto – Rick Levine33 million people in the room – Juliette PowellThe World is flat – Thomas FriedmanPutting the public back in Public Relations – Brian Solis