The More Things Change…

The More They Stay the Same(or do they…?)

Convergence

• Old and the new– Need for great planning doesn’t change– Traditional media is changing though– Social media offers new tools in the tool box• Facebook, Twitter, LinkedIn• But is has to be part of the strategy

– Relationships changing too• Face to face; more online

Times they are a-changin’

Change

Twitter Trending Topics

• Might not be what you consider news but…

How Much are We Online?

• Average Internet user (>80% adults) – 68 hours/month online

• Visited 87 different domains• More than 2,600 different Web pages

viewed

Nielsen report, October 2009

Changing Habits

• Where do you get your news– Online, newspaper, television– Twitter, Facebook, etc

• No longer command, control– Today facilitation leads to engagement

What’s New …

• New ways to find information, exchange ideas. – Changes in traditional media

• Decision making is changing– Personal recommendation– Word of mouth

• Participation is not influence– But it’s a start

What is “social media”?

• Social media is not Twitter, Facebook, Bing, etc.

• It’s listening• It’s engaging• It’s conversing• It really is the new world

10 Risks of Engagement

From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4

Cost of Doing Nothing

• Competitive Disadvantage– Profit, positioning, insights

• People Talk– Employees, customers, competitors, detractors, drive-by onlookers

• No Platform or Early Warning– SEO, silence is guilt, no direct channels

• Lost Opportunities– Evangelists, feedback, reviews, ratings, loyalty

From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5

Engagement Ladder

What Happens to Your Message

Connected Organizations

From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxs

Just Do It

• Listen• Join• Comment• Build relationships• Find your community

So, What Next?

• Listen– To whom, why?– Using which tools• Who’s on which sites?

– Learn– Engage• Send a comment, write a post• Create

– Draft your own messagesViral press releases

Twitter

• Who’s on• Not “what are you doing”• Should you?– Depends on why you think you should– What you want to achieve

Resources

Mashable.com

My Delicious bookmarks -- http://delicious.com/barbergp/

Put the Relationships back in Public Relations, Brian Solis

Trust Agents, Chris BroganTwitterville (How Businesses Can Thrive in the

New Global Neighborhoods), Shel IsraelThe Twitter Book, Tim O’Reilly & Sarah MilsteinPut the Public Back in Public Relations, Brian

Solis & Deirdre Breakenridge

Contact

Mary Deming Barber, APR, Fellow PRSAThe Barber Group, Inc.7242 Hunter Circle; Anchorage, AK 99502

Phone: 907/529-2391Email: mary@barbergp.comTwitter: mdbarberWeb: barbergp.com