My PR & New Media Class Presentation (Part 1)

CM443 B1 Fall 2012

New Media and Public Relations

Explores the effects of new media on the fundamental theories, models, and practices of public relations. Studies how websites, blogs, citizen journalism, social media, direct-to-consumer communication, podcasting, viral marketing, and other technology-enabled changes are affecting interpersonal, small group, and mass media relationships. Also covers and uses the interactive tools that are re-defining the practice of public relations. The course combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media.

Who am I?

Who are you?It was either this,

crisis communications, or ethics

“To be honest”

Used under Creative Commons licensing.http://www.flickr.com/photos/phoenixreguy/4809292076/

Pet Peeve #1

“Who gives a ____ about an Oxford comma?”

Pet Peeve #2

Writing Feedback1. You are writing for business, not academic! AP Stylebook is our textbook.2. Proof it! Read it aloud before you print and submit it. 3. Prove it! Back up any bold claims with data or citations. "People say?" Which people?4. Structure your work! Use section headers and typographic techniques to organize your thoughts.5. Remember the Rule of Three:

1. Tell 'em what you're gonna tell 'em2. Tell 'em3. Tell 'em what you told 'em

6. Less is more (to a certain point)!

"I would have written a shorter letter, but I did not have the time." - Blaise Pascal

I delete a lot of uses of "to be" and "to have" -- is and has are weak words, and often (though not always) passive.

7. That said, beware of pronouns. What is it? Who are they? If there's any chance of confusion, use the noun, not the pronoun.

8. Agreement is imperative:1. Tenses2. Plurality3. Subject/object/pronoun4. Parallel construction of sentences and vertical lists5. Grammatical person / narrative mode

9. Periods vs commas vs semicolons vs dashes10. Companies are singular 11. Data and media are plural

Pet Peeve #3: Crappy Writing

FRAMEWORK DISCUSSIONCM443 B1 Fall 2012 – Week 2

Frameworks of Understanding

– Historical: How new media has evolved from old media– Organizational: How companies traditionally organize

communication efforts– Philosophical: The founding principles of social media– Procedural: The process of how organizations can

become social– Functional: The key tactics and functions of new media – Technological: The kinds and categories of social media

tools– Analytical: Ways to justify your existence and measure

your effectiveness

HISTORICAL FRAMEWORKCM443 B1 Fall 2012 – Week 3

Todd’s 5 Eras of Communication

1. Spoken Word

2. Written Word

3. Printed Word

4. Mass Media

5. Social Media

http://www.flickr.com/photos/darwinbell/155183682/

http://www.flickr.com/photos/burwash_calligrapher/6478042809/

http://www.flickr.com/photos/queen_of_subtle/4462520710/

http://www.flickr.com/photos/videocrab/116136642/

http://www.flickr.com/photos/aslanmedia_official/6292167103/

Used under Creative Commons licensing.

History of PR

• Ivy Lee – From progressive, idealistic journalist, inventor of the

press release and author of PR’s “Declaration of Principles”…

– To “Poison Ivy,” the mouthpiece for Rockefeller and attacker of Mother Jones

• Eddy Bernays– WWI Committee on Public Information– Perfector of the press release– Author of Propaganda, The Engineering of Consent and

Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)

– First to call himself a PR counselorhttp://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733

PR’s Roots

• Dig deep into the technology, culture and mindset of mass media and the one-to-many broadcast model that prevailed for most of the 20th Century.

• PR is deeply flawed because of this…

• But we’ll wait to the “Organization Framework” to talk about it…

http://www.flickr.com/photos/makasu/397792717/

Tomi Ahonen’s Seven Mass Media

1. Print2. Recordings3. Film4. Radio5. Television6. Internet7. Mobile

http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media: augmented reality.

http://www.flickr.com/photos/tncountryfan/6176358339/

Steve Case’s History of the Internet

1. Research (1970s)2. Pioneering (80s to Early 90s)3. Growth (Mid-90s)4. Hype (Late 90s)5. Despair (Early 2000s)6. Recovery (Mid-2000s)7. Boom (Late 2000s – Early 2010s)8. Rinse, Repeat

http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase

ORGANIZATIONAL FRAMEWORK

CM443 B1 Fall 2012 – Week 3

Kinds of Organizations• Government

– Steve Goldsmith’s Three Problems1. Responsiveness2. Efficacy3. Opacity

• Non-Profit– Most potential for real impact,

growth– Four key roles

1. Spokespeople2. Social media team3. Media relations team4. Media advocacy (public affairs)

• Private– Biggest budgets for real impact, growth– Not just the marketing / corp comms team, please!

http://significa.edelman.dev.auctollo.net/government-and-new-media-2/

http://www.flickr.com/photos/36498826@N02/4324885147

Organizational Infrastructure

• Management• Internal Communications & HR• Sales, Marketing and Corporate

Comm.• Customer Support• Product Development and

Engineering

Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588

The Anti-Social Organization

Fresh Ground, Inc.

The old model, or one reason why PR is flawed

MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA

The Risk of Over-Organization

We’ll tackle how to overcome these silos in the Procedural Framework discussion

The Risk of Silos

TALKING HEAD SYNDROME

Social media practitioners fall victim to three key ailments. This is one of them…

• If your public presence is disconnected from your business and unable to satisfy the demands of your community, you’re probably suffering from…

Fresh Ground, Inc.

The RealityThe Social Organization

Fresh Ground, Inc.

The Social OrganizationThe Reality

Fresh Ground, Inc.

The Social Organization

Fresh Ground, Inc.

A New Model

IdeateFlickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense

ShareFlickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

ListenFlickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense

ChangeFlickr image uploaded by adam*bShared under Creative CommonsAttribution 2.0 GenericLicense

The Social Organization

• Empowers, trains and engages all relevant departments in social, not just “marcomms” people…

http://www.rackspace.com/blog/social-marketing-strategy/

THE PHILOSOPHICAL FRAMEWORK

We Just

• Talked About Old School vs New School

The Cluetrain Manifesto

http://www.cluetrain.com/book/95-theses.html

The Four Ts

Organizations need to understand and respect these four fundamental social media philosophical tenets:

• Technology• Time• Transparency• Trust

Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/ilmatte/1891092762/

Trust is Critical

Code of Ethics

http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/

5 Deadly Sins of Social Media

1. Unreported endorsements2. Improper anonymity3. Compromising consumer privacy4. Overly enthusiastic employees5. Using online community to get free

http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/

What is Social Media?

• Social media is a set of channels, tools, philosophies and channels for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”

• Social media is not just a new way to communicate: it’s a new way to do business

• Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.

“Ultimately social media is not about the tools, technology and whiz-bang things. It’s

about culture and culture change.” - @ScottMonty

THE ANALYTICAL FRAMEWORK

The Three Os of Measurement

1. Outputs – Results of publicity efforts

2. Outtakes – How people think as a result of these outputs

3. Outcomes – How their behavior changes as a result of these outtakes

OKatie Paine, via

“Secrets of Social Media Marketing” Chapter 15

Seven Steps of Building a Measurement Program

1. Identify the community– Who do you have relationships with?– Who do you want relationships with?– Who are you reaching with this program

2. Define objectives for each community– At a high level, what are you trying to achieve?

3. Define measurement criteria– Create specific goals, or “conversion goals”, measured by real performance

numbers, percentage growth, share of revenue/voice, etc.– You must be able to tie these to your high-level objectives

4. Define your benchmark– Where are you starting from? Baseline metrics are critical!

5. Select a measurement tool– Both traditional and new media

6. Analyze, create action items & recommendations– Focus on what you can change

7. Make changes and measure again

Examples of High-Level Goals

• Learn something about customers we’ve never known before

• Tell our story to customers and have them share it

• Have more comments than posts• Get our customers to help each other• Create a new revenue channel• Improve our reputation online

Jeremiah Owyang, via“Secrets of Social Media Marketing” Chapter 15

Sample Basic Metrics

• Get on page one of SERPs for key industry term• Grow RSS or email subscriptions by 100%• Have an average of 3 comments per post• Increase the number of Facebook users “talking about”

our page by 75• Grow inbound links by 50• Have at least two blog and media mentions per week• Grow our Alexa ranking by 500 places by n date• Improve the sentiment so there are more positive

mentions than negative ones• Grow web traffic by 200%• Grow downloads or sales by 50% over next four months

Where Measurement Starts

SMART Goals–Specific

–Measurable

–Attainable

–Results-Oriented

–Time Bound

Slide courtesy of Kami Huyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives

Example Report

Example Report (Continued)

The Best Social Media Metrics*

1. Conversation Index – Ratio of posts to comments or replies

2. Amplification Rate – How many people share each post/update/tweet/etc.

3. Applause Rate – How many people “like,” “+1” or “favorite” each piece of content

4. Economic Value – Sum of short- and long-term revenue and cost savingshttp://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Paul’s Favorite Metrics

• Page Views – Simple but easy, as long as you understand difference between views (or visits) and visitors

• Returning Visitors – How sticky is your site? Over time this becomes more important

• Pages Per Visit – Keep it trending upward; it’s another measurement of stickiness

• RSS Subscriptions – How many people read your blog on a regular basis (in theory)

• Referring Sites – Who’s sending you the most traffic, to where, and why?

• SERP – Where do you rank?• Search Terms – Use these to optimize your site content

Three Metrics In The News

1. Return On Investment2. Net Promoter Score3. Ad Value Equivalency3

Return On Investment• According to Wikipedia, ROI is “the ratio of money

gained or lost (whether realized or unrealized) on an investment relative to the amount of money invested.”

• There are two important variables in this equation:– Return – Investment

• There’s also a third vital term: Money.• Return is payoff as measured in revenue

generated or costs avoided

http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/

Net Promoter Score

http://www.netpromoter.com/np/calculate.jsphttp://en.wikipedia.org/wiki/Net_Promoter

Ad Value Equivalency

• The calculation of space or time used for earned media (publicity or news content) by comparing it to the cost of that same space or time if purchased as advertising

http://www.crttbuzzbin.com/2012/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/

THE FUNCTIONAL PERSPECTIVE

The Five Functions of Social Marketing

1. Listen2. Analyze3. Engage4. Influence5. Measure

http://www.rackspace.com/blog/social-marketing-strategy/

McKinsey’s Four Functions

• Monitor social channels for trends, insights– Brand monitoring

• Respond to consumers’ comments– Crisis management– Customer service

• Amplify current positive activity/tone– Referrals and recommendations– Fostering communities– Brand advocacy

• Lead changes in sentiment or behavior– Brand content awareness– Product launches– Targeted deals, offers– Customer input

http://www.mckinseyquarterly.com/Demystifying_social_media_2958

We’ll come back to these and drop them in a matrix for a deeper discussion of the process of social media.

The Groundswell LadderThe Psychographic / Personal Side of Social Media:

(How People Use Social Media)

http://forrester.typepad.com/groundswell/2012/01/the-global-social-takeover.html

THE PROCEDURAL PERSPECTIVE

The Basic Questions

How do we start?

http://www.flickr.com/photos/npobre/2601582256/

The Basic QuestionsWhere are we going?

http://www.flickr.com/photos/tunruh/233316674/

The Basic Questions

How do we know when we get there?

http://www.flickr.com/photos/chokola/1229450683/

My PR & New Media Class Presentation (Part 1)

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