Technology,  New  Media  &    Social  Networking:  

Trends,  New  Facts,  Approaches  

NESSC  communica-ons  directors  

February  7,  2011  

The  Media  Environment  in  2011  

Media  Environment:  Rise  of  the  Internet  

Source:  Pew  Research  Center  

Media  Environment:  Rise  of  the  Internet  

Media  Environment:  US  Email/Mail  2009  

Sources:  USPS,  Pew,  Radica-  Group,  Newdream.org    

Media  Environment:  US  Email/Mail  2009  

Sources:  USPS,  Pew,  Radica-  Group,  Newdream.org    

Media  Environment:    Decline  of  Broadcast  TV  

Media  Environment:  Channel  Proliferation  

•  1965  -­‐  reach  80%  of  adults  with  three  60-­‐second  adver-sing  spots  on  the  major  television  networks  –  ABC,  CBS  and  NBC  

•  2011  -­‐  117  prime  -me  commercials  to  produce  the  same  result.    

Source:  “The  Convergence  of  Marke-ng  &  PR  in  a  Digital  Age,”  PR  Newswire  

Media  Environment:  News  Sources  

Source:  Pew  Research  Center  

Media  Environment:  News  Sources  

Source:  Pew  Research  Center  

Media  Environment:  News  Sources  

Source:  Pew  Research  Center  

Media  Environment:  News  Sources  

Source:  Pew  Research  Center  

Media  Environment:  News  Sources  

Source:  Pew  Research  Center  

Media  Environment:  Local  TV  News  

Source:  Pew  Research  Center  

Media  Environment:  Local  Newspaper  

Source:  Pew  Research  Center  

Media  Environment:  Use  of  Web  Tools  

Source:  Pew  Research  Center  

Media  Environment:  Web  Tool  Trends  

Source:  Pew  Research  Center  

Media  Environment:    Individual  Empowerment  

•  Broadcast  anything  – Website  

–  E-­‐NewsleXer  –  Blog  –  YouTube  

Media  Environment:  Empowerment  

•  Find  anything  –  Google  –  Government    data  

–  Video  clips  

Media  Environment:  Empowerment  

•  Share  anything  –  Facebook  –  TwiXer  –  Flickr  –  LinkedIn  

Media  Environment:  Empowerment  

•  Be  anywhere  –  Devices  – WiFi  

–  3/4G  

The  New  Facts  of  Life  for  Communicators  

New  Facts:  Monologue  to  Conversation  

•  Old  model:  inform  -­‐>  digest  –  Facts,  implica-ons  

–  Individual  decisions  

•  New  model:  share  -­‐>  scan  –  Opinions,  impressions  

–  Group  processing  

New  Facts:  Monologue  to  Conversation  

•  Audience  par-cipa-on  –  Comments  

–  Ra-ngs  –  Blog  –  Organize  

New  Facts:  On-­Demand  Audience  

•  “Cap-ve”  audience  is  history  –  Extremely  fickle  

–  No  such  thing    as  brand  loyalty  

New  Facts:  Segmentation  

•  More,  smaller,  homogeneous  audiences  

New  Facts:  Segmentation  

•  More,  smaller,  homogeneous  audiences  –  Less  inclined  to  hear  alternate  viewpoints  –  Can  lead  to  myopia,  even  hos-lity  

New  Facts:  Sheer  Mass  &  Speed  

•  Overload,  overwhelming  –  Audience  has  liXle  -me  to  digest  

–  “Fact  free”  news  cycle  

70%  agree  with  the  statement:    “The  amount  of  news  and  informa:on  available  from    

different  sources  today  is  overwhelming”  

New  Facts:  Sheer  Mass  &  Speed  

•  Humanity  is  forgeeng  its  past  faster  with  each  passing  year.  The  Harvard-­‐Google  team  tracked  the  frequency  with  which  each  year  from  1875  to  1975  appeared,  finding  that  references  to  the  past  decrease  much  more  rapidly  now  than  in  the  19th  century.    

Succeeding  in  the  New  Environment:  Consistency,  Collaboration,  Commitment  

Consistency  

•  Stand  for  something  &  be  clear  about  it  –  Helps  break  through  noise  –  Earns  trust  

Consistency  

•  Stand  for  something  &  be  clear  about  it  –  AXracts  your  “tribe”  –  Creates  plaiorm  for  the  discussion  you  want  to  have  

–  Start  quality  conversa-on  &  build    

Collaboration  

•  Work  together  to  reach  dispersed  audiences  –  Geographic  networks  –  Professional  networks  –  Interest  networks  

Collaboration  

•  Vouch  for  each  other  –  Open  doors  into  new  networks  –  Underscore  sense  of  importance  and  momentum  

Commitment  

•  It  takes  -me  &  energy  – More  frequent  communica-ons  with  less  content  

–  Lots  of  repe--on  – More  media  outlets  to  manage  

Commitment  

•  If  you  really  care,  it  shows  –  Listen  and  respond  –  Be  open  –  OK  to  share  emo-on  appropriately  

Consistency,  Collaboration,  Commitment  

“The  real  asset  most  organiza-ons  can  build    isn't  an  amorphous  brand  but  is  in  fact    the  privilege  of  delivering  an-cipated,    

personal  and  relevant  messages    to  people  who  want  to  get  them.”  

                                                                           -­‐  Seth  Godin  

Thank  you.  Let’s  discuss.  

NESSC  communica-ons  directors  

February  7,  2011