Communications in an Communications in an Always-On WorldAlways-On World

Kevin PedrajaChris WarfieldPodCamp SeattleJune 21, 2008

Getting to know you

Setting the Stage

• The “always-on” mentality is changing the marketing and PR landscape

• You have to expand your toolset to reach audiences where they live

• Familiarity and dexterity with social media is a requirement for marketing today

• The only constant is change

• The “always-on” mentality is changing the marketing and PR landscape

• You have to expand your toolset to reach audiences where they live

• Familiarity and dexterity with social media is a requirement for marketing today

• The only constant is change

The Always-On World

• Technology and services are cheap, everywhere, evolving

• Expectation of continuous/convenient access to information

• Constant connection with family, friends, interests

• Information overload/signal to noise

The Always-On “Generation”

• Use social networks, blogs, podcasts, wikis, etc. to get and share information … and make decisions

• Mobile

• Enthusiasts/evangelists/Enthusiasts/evangelists/criticscritics

• Fickle

• NOT just young anymore

What are they doing online?

People now spend twice as much time online vs. watching TV•Social networks: MySpace 110 mil. users, Facebook 80 mil., LinkedIn 20 mil.•Internet Video: 11 Billion views per month•Blogs: 128 million•Podcasts: 28 million listeners (est. 2008)•User reviews: ? (lots and lots…)

Who Do You Trust?

• We are our own best sources of info

• No longer just talking at influencers

• Real-time conversation

• Affinity/Interest relationships cross subject lines

• Authenticity is essential

“Person like Person like yourself or your yourself or your peer” is seen as peer” is seen as

the most credible the most credible spokesperson spokesperson

about a company about a company and among the top and among the top three spokespeople three spokespeople

in every country in every country surveyed.surveyed.

-Edelman 2006 Trust -Edelman 2006 Trust BarometerBarometer

“Person like Person like yourself or your yourself or your peer” is seen as peer” is seen as

the most credible the most credible spokesperson spokesperson

about a company about a company and among the top and among the top three spokespeople three spokespeople

in every country in every country surveyed.surveyed.

-Edelman 2006 Trust -Edelman 2006 Trust BarometerBarometer

Reaching The Right Audience

• Social media is a Social media is a tactictactic, not a , not a strategystrategy

• Still have to capture interest, tell a Still have to capture interest, tell a compelling storycompelling story

• Audiences are self-selecting, so Audiences are self-selecting, so don’t waste their timedon’t waste their time

• Reward enthusiasm with support; Reward enthusiasm with support; don’t hide from criticismdon’t hide from criticism

Examples

• Will it Blend

• Dell IdeaStorm

• Starbucks MyStarbucksIdea

• Urban Spoon

Death of the News Cycle

Always-On PR

• Objectives are the same: create

visibility, awareness, influence,

preference, but…• New channels for outreach• Immediacy• Expectation of 2-way conversation• Personalization/segmentation/community• “Virality”• Transparency• Reach

“Oh look, shiny…”

• Remember: 1) people are lazy 2) people like shiny things

• Do the work for them and they will love you for it

• Aggregate

• Cheap video is good video

• Free is better

• Go link crazy

What’s Next?

• Who knows?

• Listen and learn

• Keep asking questions

• Challenge the dominant paradigm

• Eat leafy greens