Wilmington U Intro to PR -- Second Half -- Word of Mouse
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The document discusses using social media and participatory media, known as "Word of Mouse", to better communicate messages to target audiences. It emphasizes focusing communications on the appropriate channels to efficiently and effectively reach audiences at the right time. Social media allows for two-way communication and participation from audiences. Examples of social media tools discussed include YouTube, blogs, podcasts, Twitter, and mobile apps. The document advocates for a one-to-one or 1-2-1 communication model of engaging with audiences directly through social media.
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Wilmington U Intro to PR -- Second Half -- Word of Mouse
- 1. Cutting Through the Clutter Using “Word of Mouse” NSPRA National Seminar – 2014 M. Larry Litwin, APR, Fellow PRSA © 2010 1
- 2. Web 2.0 Doing what We Do even better…using participatory (social) media. 2
- 3. 3
- 4. First of Many Examples 4
- 5. Discussion Points Social Media Revolution.flv • Social Media via YouTube® • http://www.youtube.com/watch?v=lFZ0z 5Fm-Ng&feature=channel 5
- 6. OK! 6
- 7. You just need to... 7
- 8. WHY USE SOCIAL MEDIA ? Builds Brand Loyalty Drives Authenticity Measures Return of Investment Produces Common Threads 8
- 9. Point of Emphasis • Today, there are more media channels and content streams competing for your target audiences’ attention than ever before. The key to success is to focus on the appropriate medium that will carry your message to your target audience efficiently and effectively – and – at the right time (aperture). 1-2-1 “marketing” (IMC/ “Word of Mouse”) ties your communication messages together with a consistent look, feel, tone and message that support your strategic communication efforts and makes your message more effective and efficient. 9
- 11. Another Point of Emphasis • Social media IS participatory media and “Word of Mouse” 11
- 12. The Social Landscape The future is NOW! 12
- 13. The Future is Now 13
- 14. The Future is Now •
- 15. The Future is Now 15
- 16. More Discussion Items • • • • • • • • • • YouTube® Blog Inline attachments Podcasts Vcasts Twitter® Info Snacking Texting/SMS BBMing Websites (Disadvantages – later) 16
- 17. More Discussion Items • • • • • • • • • Flash mobs Cell phone audio tours Disruptive technology Google Docs Blasting ListServ Ink Jet printing Viral marketing RSS Feeds • • • Podcasts offer flexibility to reach “on-the-go staffers” By Lindsey Miller PepsiCo’s “Sound Bites” deliver 7-minute updates and interviews of interest to employees. 17
- 18. Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V Noise V ^ Noise V ^ ^ V ^ <<<<<<<<Feedback<<<<<<< V 18
- 19. Web 2.0 and Social Networking Strategies • • • • • • • • • • • Users add value Two way communication – participation not publishing Technology is used to create and diffuse new knowledge Spontaneous collaborative work Online content is the start of group-level work Perpetual beta Online content is generated by many people Faith in the community Connections are the new king, although content still matters Word of Mouse marketing (WOMM) Web as platform: anytime, anywhere access 19
- 20. Three-Step vs. Two-Step Flow Three-Step Flow Two-Step Flow 1. Credible endorser* 1. Mass-media 2. Key communicator message carrier 3. (Targeted) publics 2. (Targeted) publics *Source credibility 20
- 21. Three-Step vs. Two-Step vs. One-Step Flow or 1-2-1 From organization directly to (Targeted) publics 21
- 22. Power of 1-2-1 How street vendors are using Twitter to drive offline traffic sales.flv 22
- 23. Power of 1-2-1 How street vendors are using Twitter to drive offline traffic sales.flv 23
- 26. Personalization vs. Customization • Personalization = Mail merge (name only) • Customization = Name (mail merge) – plus some some personal information: “Your wife, Nancy and teenage children, Julie and Adam, would love a week at the Marriott here in Hilton Head.” 26
- 27. PR News Has Gone Social 27
- 29. There is L.L. – in RED 29
- 30. Inline 1-2-1 30
- 32. Inline 1-2-1 32
- 33. Inline – Less formal 33
- 34. 1-2-1 (1:1) – Inkjet 34
- 35. 1-2-1 (1:1) – Inkjet 35
- 36. 1-2-1 (1:1) – Inkjet 36
- 37. Twitter® Messages • Found this by Googling myself. One never knows what one will find when one does that. Check this out . http://bit.ly/bByUbh* *http://thefirepio.com/2010/05/10/what-ispublic-relations/#more-833 37
- 38. Power of “Word of Mouse” 38
- 40. TweetDeck® 40
- 41. TweetDeck® – It’s portable 41
- 43. Social Media Specialist: Melissa Jones Package 43
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- 45. 45
- 46. NewBalance RUN-dezvous • The idea behind the campaign was: “spend some time with us, have fun and get the product for free.” • Lazerow socialized the campaign by making challenges an important part of the game. “Which Facebook friend is the best runner?” • 250,000 active users • 86% returned at least once • 57% came back nine times or more • More than 1 million Acebacks (rewards) earned by consumers playing the game 46
- 47. Info Snack 47
- 48. Info Snack 48
- 49. Full article 49
- 50. Full article – Page 2, etc. 50
- 53. The Future is Now 53
- 54. What’s on YOUR mind??? • • • • • • • • Understanding the MAC Triad Plus P&T Audiences and messaging Media challenges Reaching Key Communicators and others (niche audiences) “Pitching” 7 C’s of Communication 6 C’s of Writing Prepping the “C” suite 54
- 55. Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2014 55