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NASCAR Summit
1. Changing Relationships with Audiences:
Social Media & Two-Way Conversations
Prepared for PR group and its partners
By: Jason Silverstein / Jan. 23, 2009
2. Presentation Notes
• Many ideas build on others; I have
learned from many
• Photographs mine unless noted in
appendix (Creative Commons)
• Presentation to be posted on
jasonsilverstein.com and
observerinteractive.com
3. intro: information & trust
First, put yourself in your audiences’ shoes. Then act.
4. Theme: Pace of Change
The pace of change in
information and supporting
technologies today -- across
industries and geographies --
is nothing short of an
industrial revolution.
8. Implications
• Pace favors nimble & technical
• Customers favor openness
• Costs of business / real & imagined
• Information increases competition
• New biz models must occur
9. Theme: Online Communities are People
Social and online media best
practices are built on familiar
offline principles of basic
human interactions.
13. Today’s Speaker: Jason Silverstein
• VP, Interactive Media
largest news organization in the Carolinas
• Seven years at
One of internet’s top brands
• Formerly at &
• Constant knowledge seeker - started
businesses and has three degrees
• E-mail: jason@jasonsilverstein.com or
jsilverstein@observerinteractive.com
14. What Changed?
• Different information & presentation
• Known Associations
• Context understood
• Appears more credible (trust?)
• Contact information available
17. “Social media are primarily
Internet- and mobile-based
tools for sharing and discussing
information among human
beings...” - Wikipedia
18. Additional Qualifiers
• Can be product or feature
• Anonymous vs. Verifiable
• General and/or Targeted
• Business and/or Consumer
• Typically “unicast” vs. “broadcast”
19. Categories of Social Media Users*
• Creators - the publishers
• Critics - commenters
• Collectors - RSS, taggers
• Joiners - network joiners
• Spectators - readers/watchers
• Inactives - online, not social
* Via BusinessWeek, as is graphic on following page: http://www.businessweek.com/
magazine/content/07_24/b4038405.htm
27. Success for Today’s Discussion
• Each person/company must define success
• Influence (one measure)
• Can you shape the thinking of your
customers / fans / audience?
• Engagement (one measure)
• Can you be a “real” person? (accountability)
• Are you increasing customer interaction(s)?
Sales? Etc.?
28. Success for the big players *
• 100M videos/day on YouTube (!)
• 346M people reading blogs/day
• 3M “tweets”/day
• 150M users total on Facebook
• 63% twitter users are male
* Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-s
29. A Note of Caution (!)
• None of the big sites are profitable
• Gathering audience
• YouTube bandwidth/day - estimated
$1,000,000
• Twitter just hired its first product
manager
• flickr a loss leader for Yahoo!
31. New Audience, New Attitudes
“If the news is that
important, it will find me.”
“Finding Political News Online, the Young Pass It On”
- New York Times.
(Emphasis above on “find me” is mine.)
36. Trusted Brands
• “Short” window of opportunity - TBD time
• Still needed (remember “verification”?)
• Brand affinity not what it used to be;
accelerating with web / “pace of change”
• Some making great investments; other
struggling with culture
38. Changing Web is Changing Entertainment
• Phases of Engagement
• Walled Garden (CompuServe)
• Portal
• Search
• Community
• Economies of Scale / Distribution
44. Forget What You Know About Media
• Broadcasting is moving toward live
events quickly
• HD/digital changes TV
• If it’s able to be digitized, it will be
• Time shifting
• Two-way is the new “normal”
• Net changes all paths (next slide)
47. The Aftermath
• Immediate and swift reaction
• Demands from users
• Commercial removed
• Main website taken down
• Apology
• Lesson learned about online responses
48. FedEx/Memphis & Ketchum
• PR rep on way to FedEx visit
• Updates Twitter with Memphis remark
• FedEx finds, takes offense to update
• Irony: PR rep to discuss social media
• Lessons: 1) It’s easy to listen/be heard
& 2) Professional / Personal
49. AdAge’s Marketer of the Year
iPhone screenshot courtesy
http://dogearnation.com/
50. LASIK
• Our dev manager updated status
• Included LASIK
• Replies back from unconnected
people
• Lesson: Mine data for your use, add
value
52. Internally
• Identify who and what
• How will you use your brand?
• Separate personal from professional
where possible (execs can not)
• Be ready to see the bad, the worse,
and the ugly
• Be cool
54. Externally
• Don’t react (aka “Be Cool,” again)
• Pace is the trick
• Find your friends, connect
• Super friends take up for you
• “You can’t win them all.”
60. • Pace of Change
• Social media = offline mirror
• Audiences choose convenience over
quality most of the time
• Media world dictated by users
• Step out there!
64. Credits
• Image with Wikipedia definition - kara by john
curley - http://flickr.com/photos/jay_que/
2501197232/
• Image for “Automobiles” - IMG_7055 by
i_am_lee_sam - http://flickr.com/photos/leesam/
3207747285/
• Book covers from Amazon.com.
• All other images (c) Jason Silverstein.
• Other sources cited throughout.