5. TRADITIONAL
MEDIA
VS ONLINE
The US newspaper industry has
shrunk by 43 per cent since
2000
Network TV
news
consumption
up 4.5 % in US
Many TV travel
programmes
axed
6. TRADITIONAL
MEDIA
VS ONLINE National news
publications going
global
1. MailOnline
2. New York
Times
3. HuffPo
MailOnline nearing
the 100m user
mark
TV has become
“socialized”
#
7. TRADITIONAL VS ONLINE MEDIA
KENYA AIRWAYS NEW ROUTE
• Circulation: approx 1m • Johnny Jet travels around
150000 miles and visits 20
• Travel Editor: Christine Walker countries each year
• Copy deadline: Thursday 3pm • 22,465 followers on Twitter
• Host of the Travel Channel's
Hot Spots 2012
8. Customer service
Blog communities
Virtual Discussion forums
worlds Microblogs
Social networks
Blog
Platforms
Niche
networks
Blogs
Groups
Wikis Video
Search Widgets
Tagging Audio
Lifestreams Music
Livecasting
Social bookmarks
Location
Documents
Comment and reputation Events
Pictures Mobile
Slideshows
Crowd-sourced
9. HOW TO WIN FRIENDS & INFLUENCE
PEOPLE IN 140 CHARACTERS
• Start following journalists/bloggers
• Listen…then interact
• Be a good citizen in the Twitterverse
• Show personality
• Host a tweet-up
• Twitter special offer/flash sale
More than 60 per cent of
journalists have a Twitter
profile
12. BLOGGERS:
THE RULES OF
ENGAGEMENT
• Read their blog. Then read • Be honest
it again
• Remember: you're • Be responsive
developing a genuine • Be respectful
relationship
• Comment, share some 'link • Be transparent
love'
• Don't try to spin your news • Be even-handed
- let them decide if it's • Don't market. Listen and
important
• Surprise and delight them converse
• If something isn't
clear, make it so
• Only engage when you
have the 'right' to do so -
don't shoehorn
Former Head of International PR at VisitBritainPR agency background
Country boundaries are blurred.Media convergence.
http://www.economist.com/node/21550262
Case studies: Sweden, VisitBritain value tour?, UK businesses who use online media effectively… Hyatt concierge on Twitter, VisitBritain blogger trips, Yahoo Top Tens, video examples…
*Edelman’s Trust Barometer 2012– global survey in 30 countriesFourth base: the similarities between social media and teenage sex; everyone's talking about it, very few are doing it and almost none are doing it well
How to manage your reputation online: dealing with the speed of information circulating on social mediaThe dos and don’ts of how to use social media to react and respond when a crisis does occur