University of Technology, SydneySocial Media – An Introduction

The Changing Face of Communications Infrastructure 1994-2011

Gareth LlewellynSenior PR Manager, ANZ

A Career in Technology PR

1994 – Agency-side British Telecom & Avery.

1996 – In House America Online (AOL)

1997 – Freelance Dot Com Boom

2001 – Agency-side Consumer Hardware & Business Software

2006 – In house Oracle Corporation

2010 – In house Salesforce.com

Communications High Technology c. 1994

The Mailshot

“The Ring Around”

“Have you got two minutes…?”

Faxing Hell

The Interwebs

The More Things Changed…

Still based on mass-distribution.  Direct Mail maxim -

3% success rate.

Still only about the message, and persuading the

medium to run with that message. The more email and

the internet changed PR, the more it remained about

distribution.

Today - RIGHT NOW - a far bigger revolution is taking

place: as well as developing the message:

YOU CAN BECOME THE MEDIUM!

Webs One, Two and Three

1995: Web 1.0 - Linking pages.  The Hyper-text

link.  Focus on attracting "HITS" (how idiots track

success).  Emphasis on making web sites "sticky".  PR

not greatly different.  Online Publishing. Online press

releases vs mail/fax.  

2005: Web 2.0 - Linking people.  The social

revolution.  The power of social networks. Facebook

blah blah blah.

2010: Web 3.0 - Linking words.  The Semantic

Web.  Adwords, SEO, Tags.  = Relevance

Social Networking Surpasses Email

Source: Comscore, 2010

July ’09!

Social Statistics

• 43% = Percentage of companies using blogs for marketing by 2012

• 59% = Percentage of companies using Twitter today

• 1 in 4 = Proportion of Americans who watch a You Tube video every single day

• 252% = Growth in number of Tweets per day – 2011 over 2010 (to 200 million in June)

• 86% = Percentage of Americans aged 18-29 using social networking sites

Source – Search Engine Journal Infographic

A Game of Two Halves

The Art Leveraging the Social Web (Manual).  Collate your

network, comprehend your network.  Contribute

content to your network based on relevance.  Micro-

blogging, video, infographics, podcasts -

BLOGGING.

The Science Leveraging the Semantic web (Automatic).

 Tagging, RSS feeds, SEO, Adwords, Word Clouds

(Radian6).  Seed blog post with proven relevant

language.

Part A – Let’s get Social

Curate

Map

Monitor

Categorize

Collate

Keywords

Topics

#Tags

Cultivate

Inform

Educate

Engage

Part B – WordPower (SEO)

#HashTags

Tags

RSS

“Google Juice”

Google Processes 1,000,000,000 search queries every day (March 2011)

Content 2.0

Old School New School

Newsworthy Relevant

Controversial Authoritative

Tailored Opinion

Exclusive Experience

Blogs/articlesWhite papers

Videos

Podcasts

Slideshows

Media

The “Hub & Spoke” Blueprint

Blog

Media Assets

Semantic Web

Goal

Social Web

What’s the point?

Multiplier

Reading List?

The Message?

Be the Medium!

Built it…and they will come!