PRSA Cleveland - New Media's Influence on PR
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Brian Bloom and Matt Dickman present ways in which new media is impacting traditional PR.
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PRSA Cleveland - New Media's Influence on PR
- 1. New Technologies In Communication Brian Bloom, Liggett Stashower Matt Dickman, DigiKnow 1
- 2. Exciting Time To Be in PR • Changing consumer habits • New techniques • Evolving media 2
- 3. Changing Consumer Habits • People still watch TV, listen to the radio and read newspapers...sort of • Watch YouTube, iFilm, even videos on commercial sites (Doritos) • Listen to downloaded music and podcasts on their iPods and satellite radio • Read the latest news on cnn.com, espn.com 3
- 4. New Techniques • Text messaging • Webinars • Blogs • Podcasts • Videocasting 4
- 5. Even Old Tactics Have Changed • News releases • Personal email delivery and messaging • Still mailing • Wire service 5
- 6. Evolving Media • Further division of mass media • Netflix on demand programming on the Internet • Cable channels • Internet TV - YouTube to CBS programming 6
- 7. What is Web2.0 • It’s a mindset, not a piece of technology • There is no line in the sand • Social, community-generated content • Re-think traditional business models 7
- 8. Platform Independent 8
- 9. User Generated • Citizen journalists • Amateur paparazzi • Bloggers • Podcasters • Proliferation of connected devices • Content syndication through RSS 9
- 10. Scope of Social Media • 60,000 videos uploaded to YouTube daily • 75,000 blogs created daily • 1.2 million blog posts each day • 240,000 MySpace users added each day • 75,000,000+ total MySpace members 10
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- 13. Avatar Marketing 13
- 14. Social Content Tagging • Digg.com • Furl • Flickr.com • Reddit • Netscape.com • Tailrank • del.icio.us • Metafilter • Newsvine 14
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- 17. Avon Heritage Duct Tape Festival • Celebrate duct tape to increase product’s awareness • Follow the product’s cult-like following • Craft a full circle program that captures the brand • Use PR tactics to drive people to the Web site and event 17
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- 20. Stuck at Prom Contest • Embrace creativity around the use of duct tape • Stay away from “corporate” program • Focus on teen media to pull them to the website 20
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- 23. Loctite Hold’em • Demonstrate precision of the product • Tag onto a unique event • Create application to highlight the applicator • Use new media (YouTube/Google Video) 23
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- 26. Resources • • Ad Age Daily Online Spin • • Center for Media Research Yahoo Alert • • Daily Dog Technorati • • Google Alert Yahoo! Buzz Index • • OMMA Digg Spy • • Online Media Daily Nielsen Buzz Metrics 26
- 27. Thank you Questions or comments? 27