Introduction to PR and New Media

Session 1

Some factoids….

It only took the internet 4 years to capture 50 million users: radio - 38 years, TV - 18 years, PCs - 13 years

More than 70% of the internet population use social networks

1 billion people have a facebook account

Age profiles:• twitter: 35 avg• Linkedin: 40 avg• Facebook: 35-40 biggest

demographic• Youtube: 20-55 age range

The space changes so fast, these stats are probably not

uptodate!

Some factoids….

What do you do online ?

Technographics (groundswell)•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives

New Demographics

What are the ‘New Media’

• Networking sites• Blogs• Microblogs• Collaborative communities• Forums• Content sharing• LBS• Virtual worlds

Types of Social Media

Top 10 Characteristics Of New Media

1. Two-way communication2. Ease of access to and dissemination of information3. Community4. Social collectivity and cooperation5. Portability and time flexibility (time-shifting), which provide

users with freedom over space and time6. Convergence of many different media so that they can carry

out more than one function at a time and combine -- as is the case with the cameraphone

7. Aggregation of content, which is facilitated by digitization and convergence

8. The Long Tail phenomenon9. The closing of the gap between (or the convergence of)

producers and consumers of media10. Remix culture which digitization facilitates

The changing / moving conversation

Who communicates online?Where and how?How does it change?What are the patterns?

The Difference in Summary

• Traditional Media – shared en masse, one-way, passive

• ‘New Media’ interactive, intimate and involves IT (information technology)

• Audience of New Media:– Active producers of content and information– Email, chat, blogs, podcasting, video etc

– People connect, technology facilitates

Impact of New Media on PR

New Media and PR

• New Influencers• Conversation• Community• Fewer intermediaries• Measurement

PR + Social Media = ?

“the focus must always be in the communities, whether they are connected through interest groups, trusted friendships or driven by passions…

“Tapping into the conversations that are relevant to your stakeholders allows businesses to build relationships, influence communications and ultimately inspire advocacy and trust..

A good starting point …

• Planning• Techniques• Creativity• Guidelines• Monitoring & Measurement

Topics of Interest

Top 5 Things To Analyse

• Engagement• Audience Segmentation • Topics & Content• Resonation• Tone & Sentiment

Top 5 Things To Analyse

• Engagement•Retweets, shares, likes•Not just numbers of followers /

fans etc

Top 5 Things To Analyse

• Audience Segmentation •Who are the primary / secondary

audiences•B2b, b2c, consumer, employees,

shareholders etc

Top 5 Things To Analyse

• Topics & Content•Video, post, image•Links, vertical, horizontal

internal, external

Top 5 Things To Analyse

• Resonation•Repeating messages, quotes

from tweets, mentions•Links

Top 5 Things To Analyse

• Tone & Sentiment•Positive, negative, Neutral

Search all social media: Addcitomatic, IceRocket, Yahoo! Pipes, Samepoint, Social Mention

Twitter searches and metric tools: tweetgrid, Twazzup, trendistic, twitalyzer, tweeteffect, tweetstats, twitturly, tweetvolume, trendpedia

Blogs: blogsearch.google.com, postrank

SEO: google.com/insights/search

Facebook: facebook.com/lexicon/

Be sure to also consider searching Flickr, YouTube, Vimeo, Viddler and any other social site you can find!

Where To Analyse