A presentation I made to a USC intro to PR class on integrating social, traditional and other media platforms in April 2011. It's a result of my own strategy, further crystallized from cogitating about current trends and techniques. Major inspiration came at ad:tech conference and other presentations by some leading thinkers, such as Brian Solis, Steve Rubel and Jeffrey Cole, who are credited, appropriately, in here quite liberally.

1. Integrating traditional, social and other media for success Presentation to Kate Flynn Jacobs’ Intro to PR class April, 2011 By David Bloom

2. Where I start First Principles My mindset when I sit down with a client

3. What’s a win? What is your client hoping to achieve? Create goals that align with their business priorities Build metrics that can quantify progress toward those goals

4. Story is Everything Locate a Pole Star, and head there. Once you know what direction you’re heading, build a narrative that can take you there Everything you create, everything you say should help build that narrative Evaluate how your presence on any platform – traditional, social or otherwise – advances your narrative and supports your company/client goals

5. Big Picture Key Recent Trends Why writing a textbook about public relations that isn’t out of date in six months is really difficult

6. Peeling the Onion PR more complex, more nuanced than ever Your messages must wade through filters upon filters to reach users U.S., U.K. audiences must hear message 8 to 9 times before it connects. Other audiences only need 3 to 5 repetitions. Source: Brian Solis

7. The Big Smear Every company is a media company PR people increasingly are like journalists Journalists are increasingly promotional, even advocacy-driven Steve Rubel: “This is all getting mushy.” Lots of ethical questions still being hashed through

8. Who do we listen to? In 2006 it was “a person like myself” whose opinion we trusted most. That era is ending, overwhelmed by data. Social networking has devalued “friendship” So what still matters: Online search engines Online news sources Smart, quasi-journalist curators who find the best stuff Your people can be these people Source: Steve Rubel

9. Privacy Still a Big Concern To ease consumer issues about privacy invasion: Tell consumers what you’re collecting and what you’re doing with it Write that privacy policy for humans, not lawyers Create simple opt-out provisions Opt-outs may have to pay instead. Source: Jeffrey Cole

10. Mobile is Global 5.7 billion people don’t have cellphones...yet Eventuallywe will have more than 1 phone for every person on the planet Most will access Internet ONLY through their phone How are you reaching them? Source: Jeffrey Cole

11. The iPad A “transformational” device likely to dominate market for years Mobileoperating system Few people now need a laptop or desktop PC Empowers “lean back” magazine/newspaper reading Endangers the mouse Apps can be highly targeted, compelling Owned Media Won’t use Flash format, so base sites, video on HTML5 Source: Jeffrey Cole

12. Video Gets More Powerful More screen time than ever (rising to 50 hours a week, even more for USC students) More interactive, flexible Ubiquitous Live televised events routinely setting records Virtual water cooler: Many watch, blog/tweet simultaneously. Where are your clients? Source: Jeffrey Cole

13. On Being Liked People follow brands for very different reasons than brands believe: Consumers pragmatic about why they follow brands They want discounts, special offers They want information, but not just about your company and its products You must consistently provide value Don’t bury them in marketing come-ons No. 1 reason to unlike a brand: Too many messages Source: Brian Solis

14. Integration Bringing It Together An integrated approach reaches audiences where they are, repeatedly connecting them to your message

15. Find Your Experts Every company/client has internal experts. Find them, make them stars Curate external experts on your sites. Free, authoritative content that draws in targeted audiences makes your sites and brands trusted voices in the din.

16. Transmedia Storytelling Can mean slightly different things at USC Annenberg versus USC School of Cinematic Arts, but… At Annenberg, and in the PR/marketing business, it means providing target audiences a variety of ways to access your messages Brian Solis: “It’s about opening entry points that allow people to become immersed in your story”

17. Steve Rubel’sCloverleaf

18. The Big Circle Pull your experts through all four cloverleaf quadrants to build visibility and authoritativeness. Doesn’t matter where you start, as long as you take them through all four quadrants regularly.

19. Brian Solis’ “Fifth P”

20. CurationIs Hot Now Finding and packaging good, pertinent content essential for audiences overwhelmed by the flood It’s not all about you. The best blogs are curational. Links on Twitter are huge Microsites can become the crossroads for an event (e.g., Qualcomm news site for Mobile World Congress) Source: Steve Rubel

21. Brief is Good; Visual is Great People like infographics, images. Quick data sips, attractive, enticing On most topics, people read only a few seconds and no more than 20 percent of a page before moving on. The K.I.S.S. principle: Keep It Simple, Stupid Source: Steve Rubel

22. Brian Solis’ New K.I.S.S. “Keep It Significant and Shareable” Use widgets, other tools to make it easy for others to share your releases, video, blogs, other content Targeted campaigns with incentives can entice even the most skeptical followers to participate Relevance, Resonance, Significance

23. Dive Deep Online users will dive deep on topics they care passionately about. Give immersive fans lots of deep information: PDFs on Scribd.com PowerPoint presentations on Slideshare Lots of curated material on the company blog, Facebook Page, Twitter feed Source: Steve Rubel

24. A New Source for News Traditional Media routinely troll web for ideas, sources, quotes. Social media should be 1 percent of 100 people’s jobs, not 100 percent of 1 person’s job. “Increase the surface area” for news generation

25. Your Role Train employees/clients in best practices Monitor the web Keep company/client up to date on new sites/technologies Create some content Advise on policy and crisis response

26. Tools The Social Media Toolbox Sites that help you tell your story and measure its reach and impact

27. First, you must listen Free: Google News Alerts, Google Analytics, Facebook Pages analytics, Gist Cheap: HootSuite, WordPress plug-ins High-end: Tynt, Vocus, Buddy Media, Factiva, BusinessWire, Radian 6, lots more

28. Influencer tools Try to measure online users with the most influence Klout tracks Tweeters, integrated with HootSuite. Businesses give deals to high-scoring influencers. Ad.ly sends targeted, sponsored tweets through most influential Tweeters. Technorati tracks, rates bloggers

29. Integrator Tools Once set up, they simplify posting across multiple sites, and from multiple platforms Same message across all sites isn’t always good. Pick the right message for a given site. Most notable include: HootSuite TweetDeck Ping Amplify Summify

30. Social Bookmarking Build an echo chamber for your posts, reposting through these sites: Stumble.Upon (red hot) AddThis Digg (in trouble) Delicious (uncertain future)

31. Online Video Most compelling, but also most complex to create, distribute YouTube, YouTube, YouTube: Embedded on your site or others Subscriptions Branded channels New emphasis on high-quality material iTunes, especially for ongoing subscription-based (free) programming feeds. Download model Frequency, for monitoring, curating LOTS of high-end video streams Vimeo for high-end content Vevo for music videos

32. Online Photos Great for connecting userswith live events, especially when they attend Flickr Good for sharing packages of photos Facebookphotos, big audience, tagging capabilities Instagram Hot site integrates with Twitter, Facebook from your smartphone

33. Blogs Old School New Media but still best for deep engagement Journalistic/quasi-journalistic sites: Tech blogs – Engadget, Gizmodo, GigaOM Politics – Politico.com, Daily Kos, The Drudge Report Mommy bloggers Entertainment – Perez Hilton, TheWrap, Hero Complex, Deadline Hollywood, TheEnvelope Distribution sites: Huffington Post Daily Beast TheWrap Creation Tools: Tumblr (hot tool, great for sharing across platforms) WordPress (huge community, lots of plug-ins) Others: Blogger, LiveJournal, Movable Type

34. Twitter One-to-many, “broadcast-style” approach closest to what PR traditionalists understand Great for messaging by high-profile tweeters, but… Messages have very short life span Younger audiences don’t like it as much Tiny slice of 100 million users create most content NO control over your client’s foot-in-mouth issues Alternatives: Salesforce.com’sChatter.com, Yammer

35. Facebook The dominant social media site worldwide Nearly 600 million users Can target material by language or home country Clock ticking before “uncool” factor turns it into MySpace or Friendster (Jeff Cole says a few years off) Likely no monolithic successor but a fracturing into many highly targeted social-media tools

36. Facebook Pages Designed for brands, entertainers, products, etc. No 5,000-friend cap No reciprocity Facebook has created business Pages already. Claim yours Facebook closes companies on profiles. Get to a Page.

37. Facebook Groups Allows communities to grow up around a passion, including for a brand or product If a group gets big enough, founder loses control to “the community” Should still participate and monitor, but expect to have no control

38. Professional Expertise LinkedIn Best source of competitor intelligence Make your company’s pages accurate, compelling. Great for HR/recruiting, media background Ensure experts have strong pages. Integrate with Twitter, SlideShare, other widgets Quora- the hottest Q&A sites. Your experts should be here SlideShare- great for recycling (edited) PowerPoints Scribd, for long-form .PDF files. Again, great place to recycle content

39. Location-Based Services Smartphone-based services that connect people, places and communities, often with a “gamified” check-in function Augmented Reality sites overlay more information on a given location. Can annotate the world, provide deals, messages May not be sustainable stand-alone sites, but features on bigger platforms (i.e., Facebook Places) Foursquare is leader, can do localized “special deals.” Others: Gowalla, Whrrl Foodspotting for restaurants, Instagram for event photos

40. Special-purpose sites MySpace: bands sharing music and tour info Orkut: still No. 1 in Brazil, Turkey China market huge, but Google, Facebook and other Western powers largely blocked. RenRen is the powerhouse Yelp: big for small business, restaurants, but controversial. Must engage for these clients

41. Timing Is Everything When to send? People pay a lot of attention to Facebook in the late morning on Monday Friday afternoon/the weekend traditionally bad for news releases (except very bad news). Can be very good for some tweets. Few tweets get re-tweeted. Of those that do, 92 percent are re-tweeted in the first hour.

42. Don’t Stop Learning, Evolving Check out every hot new service Learn as much about it as possible, as quickly as possible Take your time actually using it for your company/clients Jeffrey Cole: “Your learning curve should be rapid. Your adoption curve less so.”

43. Thanks for listening I can be reached at: davidbloom@earthlink.net @davidbloom on Twitter www.facebook.com/davidlbloom Bloom’s Day at www.dbloom.tumblr.com