101005 cipr

Digital Channels – the basics

Ged Carroll director – digital strategies Ruder Finn | RFI Studios http://ruderfinn.co.uk

Who on earth am I?

Slide deck available for download from:

http://renaissancechambara.jp

In this session

  Why digital?

  Some numbers

  Intent

  Audiences

  Channels

  Some examples

  Questions

Why?

  Over 5 billion   Over 500M   8 million   350,000+   3.8 million   85

consumer created images on flickr people on Facebook alone new fans a day active applications on Facebook unique users on Twitter in UK accounts followed on average

Because it is part of modern business life

  Online banking   Online billing   E-government   E-tickets   Electronically

organised social lives

  Google as a reputation engine

  Google as an oracle

Because media relations is a wrapper around the media industry

…and the media industry isn’t doing too well   Following @themediaisdying

is like reading a litany of the dead

  Guardian Media Group turnover down 9.9% year on year ABC - August 2010

Public relations as a business is at risk

  Marketing singularity   TribalDDB (media buying)   wearesocial (WOM)   1000Heads (WOM)   Brew Digital (WOM)   Mindshare (media buying)   Ogilvy (advertising)   VCCP (integrated marketing)   Techlightenment (CRM | digital

creative)   Wieden + Kennedy

(advertising)   Dentsu (advertising)   Poke London (digital creative)   iCrossing (Search marketing)   LBi (digital creative | search)

  Thought leadership   IPA   WOMMA   IAB   Grassroots

  measurementcamp   London Bloggers Meetup

  CIPR fightback started this year   http://ciprsm.wikispaces.com

  Regulation   ASA

  Few if any of the clients I work with are PR professionals

Why? Because you don’t have a choice

Determined communities will engage with your brand regardless of what you do.

Advertising Public Relations Social Media Push Messaging

driven by

age gender

race income

geography

User query driven by

need desire

passion whim

curiosity

Content-driven via intermediary

news trends

information education

entertainment

Controlled message

Content driven Intent driven

Open conversation

Intent is the new demographic

Intent into interaction Intent

- Search - Share - Communicate - Be entertained - Be creative - Influence others

Query Filtered through: - Trusted web - Google | Bing-Yahoo! | Naver | Baidu - Vertical search - Site search

Destination User chooses destination based on: - Content - Credibility - Trust

Interaction - With other users - Brands - Organisations

No longer about message broadcast, but dialogue and intent interception

Social services online gender split

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them

Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki

Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online

Maintain profile on a social networking site Visit social networking sites

Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews

None of the above

Audiences

Groups include people participating in at least one of the activities monthly.

© Forrester Research

Social Technographics™ profilel model

Social technographics profiling tool

Google Adplanner

Hierarchy of Brand Values

Being useful

Being human

Being nice

Channels (or where can I be useful?)

  Image library   Archives   Location details   Advice   Research   Local or expert

knowledge   Entertainment

  Search   Social bookmarks   RSS feeds   Flickr   Video   Blogs   Social networks   Forums   Twitter   Google Maps   Where 2.0

Text versus audio versus video

Video

Audio

Text I image Bra

nd p

rom

ise

| tou

ch p

oint

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vel a

gree

men

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onte

nt im

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opp

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uper

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xper

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e.

Non

-del

iver

y is

a n

egat

ive

bran

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Customer communications

Customer service

Customer self-service

Engaging a new sector

Internal communications

Community building

Corporate communications

Pre | soft-selling

HR | talent acquisition

Where do I start?

  Social media guidelines   Register and park

appropriate identities   http://knowem.com   http://godaddy.com

  Personal use (if your organisation allows it)   Experiment

  Look at your current web presence   How can you facilitate

sharing of existing content   RSS feeds   http://addthis.com

  Think about search   Monitoring the online

environment   http://www.google.com/alerts   http://twitterfall.com/   http://socialmention.com

  Rules of engagement   Reactive engagement by being

useful

  Planning   Proactive engagement

Final bits of advice

Utility is your new watch-word


People matter, objects don’t that’s all you need to know about social media – Hugh MacLeod


Never write an advertisement which you wouldn’t want your own family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.

Do as you would be done by – David Ogilvy


All of us who professionally use the mass media are the shapers of society. We can vulgarise society. We can brutalise it.

Or we can help lift it onto a higher level. – Bill Bernbach

Questions?

Links

Planning Tools   http://www.forrester.com/empowered/tools.html   http://www.google.com/adplanner   http://www.klout.com   http://www.compete.com   http://www.socialmention.com Research information   http://pewresearch.org/   http://pewinternet.org/   http://www.ofcom.org.uk/cmr   http://royal.pingdom.com Reading   http://www.out-law.com   http://econsultancy.com/blog   http://www.crowdsurfing.net/   http://www.wikinomics.com/blog/   http://www.micropersuasion.com/   http://renaissancechambara.jp/   http://mashable.com/   http://www.speedcommunications.com/blogs/wadds/

Academic Research

  Meeyoung Cha – The million follower fallacy: http://an.kaist.ac.kr/~mycha/docs/icwsm2010_cha.pdf

  danah boyd’s publications: http://www.danah.org/papers/

  Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi (Notre Dame University): http://www.nd.edu/~networks/HumanDynamics_20Oct05/0505087.pdf

  Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School: http://www.digitalnative.org/

Professional Bodies   IPA: http://www.ipa.co.uk   WOMMA: http://www.wommauk.org   IAB: http://www.iabuk.net Legal + Regulatory   ASA: http://asa.org.uk/   Consumer Protection from Unfair Trading Regulations

2008: http://www.legislation.gov.uk/uksi/2008/1277/pdfs/uksi_20081277_en.pdf

The stuff your boss doesn’t want me to tell you

Where should I be looking for my next role (outside the usual suspects)?   TribalDDB: http://tribalddb.co.uk   wearesocial: http://www.wearesocial.net   1000Heads: http://www.1000heads.com   Brew Digital: http://brewdigital.com   Mindshare: http://www.mindshareworld.com   Ogilvy: http://www.ogilvy.com   VCCP: http://www.vccp.com   Techlightenment: http://techlighenment.com   Wieden + Kennedy: http://www.wklondon.com   Dentsu: http://www.dentsulondon.com   Poke London: http://www.pokelondon.com   iCrossing: http://www.icrossing.co.uk   LBI: http://www.lbi.com   Dare Digital: http://www.daredigital.com

How can I find out what a new employer is like to work for or get the lowdown on interview questions?   http://www.glassdoor.com How do I maximise my chances of getting employed?   http://renaissancechambara.jp/2009/10/22/29-things-

for-pr-people/   http://www.speedcommunications.com/blogs/earl/

2010/09/07/30-ways-to-survive-and-thrive-in-pr-today/   http://meandmywebshadow.com   http://www.speedcommunications.com/blogs/wadds/

2010/09/17/getting-ahead-on-linkedin-and-building-your-personal-reputation/

101005 cipr

Business

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