Brief notes of a presentation to Helsingborg Marknadsföreningen, April 9, 2010

1. Building Bridges with Social Media Helsingborg, April 2010 philip.young@sunderland.ac.uk @mediations

2. Travelling from Sweden to Denmark Wanting an iPad to owning an iPad Meeting someone to marrying someone Getting from A to B

3. Plus ca change….. Everything Changes Nothing Changes

4. Where does social media fit into our business world? Who is using social media – and how does it affect you? How do we identify key influencers and how do we engage with them? Three Questions

5. What is PR? What is PR? Information + Publicity + Promotion Reputation management Relationship management How does Social Media change this?

6. Do you come here often? Information + Publicity + Promotion

7. What’s your name?What do you do?Are you married?

8. Here’s what they say...

9. But here’s another view... 1 million subscribers can’t be wrong.... Can they?

10. What is social software? Social networks Facebook, My Space, Bebo Picture sharing + Video sharing YouTube, Flickr Weblogs (blogs) Twitter Podcasting Download Mp3s/ soundfiles Wikis Collaborative working

12. Markets are conversations Command control comms is dead Customers are shaping your (online) reputation right now They are using social media – but how? We are all connected, whenever we want and wherever we are Everyone of us has an online reputation The new (PR) reality

13. Two types of conversation The messages that you want to put out … The conversation around your organisation.... whether you like it or not!

14. The Old PR

15. The Old PR

16. The New PR

17. The new content is…. Linked Aggregated Consumer-generated Influenced by experience and peer values Averse to corporate messages

18. Key concepts Social media makes PR think about... Reach Transparency Porosity

19. The media has changed We are all content creators Online thought leaders will spot your problem before you do People demand content and engagement (pull) Even your most loyal users/supporters scarcely think about you The new (PR) reality

20. User posts 142 character updates that can contain pictures and weblinks Follow other users (read their Tweets) ReTweet things you like – cascade messages Send messages publicly @mediations or privately DM – direct message How does Twitter work

21. As a news feed – tell people what is happening As your ears: Follow opinion leaders/ stakeholders As a search tool (trending etc) Be disciplined, be systematic Use a client service such as Tweetdeck How to use Twitter

22. It’s about User Generated Content: Others are doing the work for you – whether you like it or not!!! Understand YouTube Use Flickr (photo-sharing) Upload your material Use what is already out there Social Media is visual

23. What does the Bridge look like?

24. News: Texts, tweets, iPhone apps Relationship Blog, video, storytelling, maps, ideas Engagement Be there: give – and respond The Bridge must talk

25. Who is talking about you and what are they saying? Identifying trends, engaging in conversations. Hearing the important voices amidst the noise. It’s about listening

26. You might try... Google Reader Bloglines Netvibes Friend Feed News Reader

27. Who’s saying what, where?

28. Who’s talking about you NOW?

29. Privacy is in the past. It’s gone. It’s history (18) In the internet age, your personal brand or identity is never off duty and your reputation is always switched on. (17) Imagine a scenario where every bad decision you made or every indiscretion was opened up for all to see. Scary thought. Welcome to the very connected world we now live in. (19) The stakes are high

30. “Privacy is dead. Get over it.” Do your staff know what they can and can’t do with social media? Do your managers? Do you? Where are the boundaries? Where should they look? So is yours...

31. PR can be principally about saying the RIGHT things (message) To the RIGHT people (audience) In the RIGHT ways (channel/ tone) (But don’t forget to listen!!!!) The are Three Rs in PR...

32. Influencing and controlling the flow of information around an organisation, product or service Forming and maintaining a relationship between an organisation and its stakeholders (Arguably) enabling conversations between an organisation and its stakeholders (Ideally) Public Relations

33. Delivering the New PR Markets are conversations We are seeing the end of ‘command and control’ model of PR

34. The new content is…. Linked Aggregated Consumer-generated Influenced by experience and peer values Averse to corporate messages

35. Porosity means... Fewer secrets Cultural change Dialogue and collaboration Need for guidelines PR has to rethink notions of employee privacy Social Media is a journalistic source What is private and what is organisational?

36. 1. Social Media matters – use it, understand it 2. Social Media is a communications issue 3. Think big – audit your social media presence (think from an outsider’s perspective) 4. Think small – use individual projects to their full potential 5. Allocate time for social media – tools are cheap, time commitment isn’t!!!! Takeways

37. Brown, B (2009) Public Relations and the Social Web London: Kogan Page Halpern, L & Murphy, R (2009) Personal Reputation Management: Making the Internet Work for YouLondon:Halpern Cowan Phillips, D and Young, P (2009) Online Public Relations2nd Ed London: Kogan Page Further Reading