Technology,+New+Media+&++ Social+Networking:+ Trends,+New ...€¦ · Technology,+New+Media+&++ Social+Networking:+ Trends,+New+Facts,+Approaches NESSC%communicaons%directors% February%7,%2011%

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










Media Environment: Local TV News


Media Environment: Local Newspaper


Media Environment: Use of Web Tools


Media Environment: Web Tool Trends


Media Environment: Individual Empowerment

•  Broadcast anything – Website

–  E-‐NewsleXer –  Blog –  YouTube

Media Environment: Empowerment

•  Find anything –  Google –  Government data

–  Video clips


•  Share anything –  Facebook –  TwiXer –  Flickr –  LinkedIn


•  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

Technology,+New+Media+&++ Social+Networking:+ Trends,+New ...€¦ · Technology,+New+Media+&++ Social+Networking:+ Trends,+New+Facts,+Approaches NESSC%communicaons%directors% February%7,%2011%

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