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Integrating traditional, social and other media for success<br />Presentation to Kate Flynn Jacobs’ Intro to PR class<br />April, 2011<br />By David Bloom<br />

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Where I start<br />First Principles<br />My mindset when I sit down with a client<br />

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

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

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Why writing a textbook about public relations that isn’t out of date in six months is really difficult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

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

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

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

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

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

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

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

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

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Integration<br />Bringing It Together<br />An integrated approach reaches audiences where they are, repeatedly connecting them to your message<br />

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

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

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Steve Rubel’sCloverleaf<br />

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

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Brian Solis’ “Fifth P”<br />

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

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

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

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

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

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

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Tools <br />The Social Media Toolbox<br />Sites that help you tell your story and measure its reach and impact<br />

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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