Pr 2 presentation

transcript

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THE FUTURE OF THE WEB

JUSTIN DAVIES

WITH THANKS TO KMP.CO.UK FOR THEIR CONTRIBUTION TO THIS PRESENTATION

Clever viral marketing to encourage 18+ to enrol to vote

http://www.youtube.com/watch?v=d1e20tS6jAY• http://www.youtube.com/watch?

v=d1e20tS6jAY

Political leaders embrace social media

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SCENARIO JUNE 2008

• AS COMMUNICATIONS ADVISOR TO APACHE ENERGY, YOU HAVE PREPARED THEM FOR PR RESPONSE IN CASE OF DISASTER

• AND THEN THE GAS PLANT EXPLODES….

• YOU SWING INTO ACTION, ASSEMBLE THE FACTS, CALL A PRESS CONFERENCE AND ISSUE YOUR MEDIA RELEASES PAYING CLOSE ATTENTION TO PRESS AND TV COVERAGE....

Subject: negligenceDate: Fri, 13 Jun 2008 20:04:51 +0800

how did the big bang occur?the pipe that feeds west oz burst, due to it corroding down to the thickness of a match stick.Too much pressure, too many idiots, and money money money.could ofbeen prevented!!!! We had 166 people on the island, and lucky enough not 1 wasinjured.but fark, we ran for our lives, really really really scary.Does not feel good to be back here so soon (5 days later) The place is quiet, no noise, nothing. Just us hitting spanners ect Here are some pix of the area.Bloody tossers, this could of been prevented if they inspected the pipe like they should do.Hope the state of WA sues these seppos (apache is a USA company) ass off. Not sure if I really wanna be here when its up and running, which willbe months away, a lot of damage.

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“OH NO....”THE EMAIL WENT VIRAL - CLEARLY A PERSONAL, ON THE

GROUND AND CREDIBLE EXPERIENCE....

PR 2.0PR 2.Oh my God !

Web 2.0 doesn't refer to a change in technical spec, but changes in the ways software developers and end-

users use the web

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WEB 1.0 VS WEB 2.0

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WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

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WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

emergination

WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

SCREEN SCRAPING

emergination

WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

SCREEN SCRAPING

PUBLISHING

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WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

SCREEN SCRAPING

PUBLISHING

STICKINESS

emergination

WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

SCREEN SCRAPING

PUBLISHING

STICKINESS

DIRECTORIES (TAXONOMY)

emergination

WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

SCREEN SCRAPING

PUBLISHING

STICKINESS

= BLOGGING

emergination

WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

SCREEN SCRAPING

PUBLISHING

STICKINESS

= BLOGGING

= ADSENSE

emergination

WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

SCREEN SCRAPING

PUBLISHING

STICKINESS

= BLOGGING

= ADSENSE

= WEB SERVICES

emergination

WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

SCREEN SCRAPING

PUBLISHING

STICKINESS

= BLOGGING

= ADSENSE

= WEB SERVICES

= PARTICIPATION

emergination

WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

SCREEN SCRAPING

PUBLISHING

STICKINESS

= BLOGGING

= ADSENSE

= WEB SERVICES

= PARTICIPATION

= SYNDICATION

emergination

WEB 1.0 VS WEB 2.0

PERSONAL WEBSITES

DOUBLECLICK

SCREEN SCRAPING

PUBLISHING

STICKINESS

= BLOGGING

= ADSENSE

= WEB SERVICES

= PARTICIPATION

= SYNDICATION

= TAGGING (“FOLKSONOMY”)

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SO WHAT IS PR 2.0?

Semantic web

News aggregators

Social bookmarks

Social Networks Search optimised releases

Social Media Release

Buzz monitoring

PodcastingVideo sharing

Photo sharing

Live casting

Virtual worlds

User Generated Content

Microblogging (Twitter)

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PR 1.0 IS ALL ABOUT CONTROLLING THE MESSAGE AND THEN

BROADCASTING IT

PR 2.0 ENCOURAGES TRANSPARENT PARTICIPATION IN NETWORKS AND

COMMUNITIES TO SPARK CONVERSATIONS

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THE IMPORTANCE OF BLOGS

Journalists use blogs

• Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue.

• 21% of reporters spend over an hour per day reading blogs.

• 57% of reporters read blogs at least two to three times a week. Source : Brodeur/Marketwire-

Jan 2008

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PR 2.0 CASE STUDIES

#bushfires

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#BUSHFIRES

DURING THE AUSTRALIAN BUSHFIRE DISASTER IN VICTORIA I STAYED UP TO DATE ON WHAT WAS HAPPENING ON THE GROUND USING THE HASHTAG #BUSHFIRES ON TWITTER

THE INFORMATION THAT WAS COMING THROUGH WAS ON THE SCENE AND INSTANTANEOUS

A FRIEND’S SISTER RANG TO SAY BURNING TREES WERE FLYING OVER HER HOUSE - SO I ADDED HER DETAILS AND LOCATION TO THE CONVERSATION

“LIVE” TV NEWS REPORTS WERE ABOUT 8 HOURS BEHIND WHAT WAS ACTUALLY HAPPENING

ABC LOCAL RADIO USED TWITTER TO ALSO PROVIDE UPDATES - IT BECAME A HUGE CATALYST FOR ABC TO FURTHER EMBRACE SOCIAL MEDIA

Twitter is a free micro-blogging service that allows users to send "tweets"; of up to 140

characters long to the Twitter website, via mobile phone (SMS), instant messaging, or a third-party

application such as Tweetdeck, Facebook or Linked in.

Special Twitter-only offers directs followers to a web page www.delloutlet.com/twitter.The promotion will appear only for the offer time - typically until 11:59pm that evening. After that point, visitors are invited to become followers of Dell Outlet on Twitter.

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GETTING THE NEWS THROUGH

The importance of Google Juice

"Brands, or organisations or individuals have to be useful to people. If you're useful, you get attention in the form of links, which creates traffic which translates into Google juice. It's not about tricking search engines any more."

Search optimised news release

MetadataRdf Metafiles, Semantic mark up,

Technorati tags

PhraseologySearch is Brand. We need to

own the phrase(s)

Technorati tags

own the phrase(s)

Technorati tags

own the phrase(s)

MicroformatshAtom, hCard, tags

Technorati tags

News aggregators, technorati, blogs, social

networks, social bookmarks, media sharing sites (flickr/

youtube)

own the phrase(s)

MicroformatshAtom, hCard, tags

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JUSTIN DAVIES

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JUSTIN DAVIES

WITH THANKS TO KMP.CO.UK FOR THEIR CONTRIBUTION TO THIS PRESENTATION

Pr 2 presentation

Business