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Integrated Social Media Campaigns
         Kami Watson Huyse, APR

                                  “Strategy” by Joey Gangoza, Flickr
The More Things Change
 Social Media and Networking
 Powerful tools + Easy to use =
  Everyone can create content
The More They Stay the Same
The Strategist and Social Media
The Image of Public Relations




                    “I am in public relations…We’re
                       image consultants who change
                       the way people see products,
                       companies, people, etc.”

Ray Embry (Jason Batman) explains his profession to John Hancock (Will Smith) in the movie Hancock
No Strategy, No Dice
• Hancock Movie, PR Man Ray Embry pitches
  without a business strategy (6:40)
  http://tinyurl.com/6xw4v4
The Big Picture
• Strategy drives all corporate communications
  – What are the objectives?
  – How can the company achieve its objectives?
  – Which tools will best address those needs?
  – Does social media fit into the plan?
Corporate Control is a Myth

“You can’t take something off of the Internet.
  That’s like trying to take pee out of a swimming
  pool.”
              - Joe Ragan, Newsradio
        As quoted in “Groundswell” by Charlene Li and Josh Bernoff
09 f9 11 02




 Song by Keith Burgmun, www.dinosaurlightning.com
Liscense: http://www.archive.org/details/OhNineEffNine
The Strategist and Social Media
The Strategist and Social Media
10 Risks of Engagement
•   Negative Comments. LIKELY
•   Loss of Control Over the Message. LIKELY
•   Neglect. LIKELY
•   Misunderstanding the Culture of the
•   Blogosphere. LIKELY
•   Unprepared or Loose-Cannon Employees. POSSIBLE
•   Fueling a Firememe of Criticism. POSSIBLE
•   Legal Liabilities. UNLIKELY
•   Losing the Farm. UNLIKELY
•   Negative Impact on Stock Price. UNLIKELY
•   Tort Lawsuits. UNLIKELY
The Strategist and Social Media
“This Target ad is senselessly subversive on so many
  levels that it begs pointing out this article in the
  U.K. Telegraph headlined, Girls Being
  Brainwashed to Be Promiscuous featuring Carol
  Platt Liebau’s new book about how our sex-
  obsessed culture damages girls.”
Amy Jussel, Founder Executive Director,
  Shaping Youth
Off Target
Target’s e-mail response:

“Unfortunately we are unable to respond to your
  inquiry because Target does not participate
  with nontraditional media outlets. This practice
  is in place to allow us to focus on publications
  that reach our core guest.”
The Strategist and Social Media
Off Target
Target’s response to the New York Times:

“We do not work with bloggers currently,”
said a company spokeswoman, Amy von
Walter, who agreed to speak with this
traditional media outlet. “But we have
made exceptions,” Ms. von Walter said.
“And we are reviewing the policy and may
adjust it.”
On Lawyers…
“The Best Way to Deal with
   Lawyers is to simply say to
   them: ‘This is what I want
   to do. Now keep us out of
   jail as we do it.”
- Guy Kawaski, “The Art of
   Partnering”
Internal Fears to Change
•    Success
•    Uncertainty
•    Tradition
•    Precedent



    From Personality Not Included, by Rohit Bhargava
Changing Face of
    Communications
          •    Flattened Hierarchy
          •    Time Shifting
          •    Virtual Connections
          •    Digital Tools
          •    Convergence


Institute of Public Relations, paper (pdf) by John V. Pavlik, Ph.D., chair of the Department of Journalism and Media
Studies, Rutgers, N.J.
People Are Talking




                     Photo by Chen, Flickr
Are You Listening?




                     Photo by Niclas Lindh, Flickr
Social Anthropology
Social Media Process
Then Measure
RSS in Plain English




http://www.youtube.com/watch?v=0klgLsSxGsU
Manage Web Content
• Google Reader http://www.google.com/reader
• Bloglines http://www.bloglines.com
• FeedDemon with NewsGator
Listen   (Research)




  • Free tools:
    Technorati, Google Blogs,
    RSS feeds loaded into
    Google Reader,
    FeedDemon, etc.
  • Paid Tools:
    Radian 6, DIY Dashboard
    and others
5 Competencies
• In The Loop: listen and respond
• Nimble: Incrementally release information
• Responsive: Accelerate solutions
• Organized: Internal collaboration bypasses
  bureaucracy
• Accountable: To business objectives and
  stakeholders
Participate      (Planning)




 •   Join
 •   Comment
 •   Cross link
 •   Build relationships
The Strategist and Social Media
Social Etiquette
1. Transparency
2. Privacy
3. Disclosure
4. Truthfulness
5. Credit




                       David Scott Meerman, The New Rules of Marketing and PR
On Junior Staff…
agilliam Says: October 12, 2008 at 9:33 am

“I find it interesting that social media is something our
   generation is assumed to know everything about. Since
   it is new, and hip, and somewhat started by myspace,
   it seems taken for granted that we know how to work
   it professionally. For most of the students in class,
   however, this is the first experience actively engaging
   in social media professionally (it is for me).”
The Strategist and Social Media
One Bloggers View
Some Advice
“To his credit one of the PR dudes came up to me after
the session and asked ‘How should we pitch to mommy
bloggers?’ And I said, quot;Tell me you looked up my stats
on Alexa. Tell me you picked me because you *think* I
may be influential. Tell me that you know mombloggers
get pitched to all the time but that you'd *pretty please*
like me to listen to you. Just don't bullshit me by telling
me 'you read my blog.' I know you don't.”
 - Stefania Pomponi Butler, founder and owner of the CityMama™
and Kimchi Mamas
Crisis Communication Model
Respond…
• Quickly
• Authoritatively
• Truthfully
• Strategically
• Authentically
Accidental Spokespersons
•    Employees (Robert Scoble)
•    Enthusiasts (Moleskine)
•    Creatives (Eepy Bird)
•    Determined Detractors (??)



    From Personality Not Included, by Rohit Bhargava
Tie In: Mentos and Diet Coke




http://www.eepybird.com/dcm1.html


                                    Photos by Robert Price and Gizmodo
The Results

“ Who would have guessed that Mentos sales would go
  up 15 to 20%, that traffic to Coke.com would double,
  and that we'd be doing Diet Coke & Mentos twenty-
  four hours a day, seven days a week! Now the friendly
  folks at Coke and Mentos provide us with the soda and
  candy for our new projects, which is great since we've
  been through almost 4,000 bottles of Diet Coke and
  over 24,000 Mentos so far.” – Eppy Bird
Contribute      (Implement)




 •   Content
 •   Values/Culture
 •   Experiences
 •   Resources
People




         Image by Samantha Campbell, Flickr
Technographics




          Technographics, from Groundswell, http://tinyurl.com/2vv3dv
Objectives
Measureable Objectives

• Interest
• Attitudes
• Actions
Strategies
The Strategist and Social Media
Common Strategies

•   Thought leadership
•   Find-ability
•   Exclusive Access
•   Provide Resources
•   Entertain
The Backstory Arc
•    Characters
•    Challenge
•    Vision
•    Conflict
•    Triumph


    From Personality Not Included, by Rohit Bhargava



                                                       Photo by Rudy Alfaro Films, Flickr
Corporate Backstories
•    The Passionate Enthusiast
•    The Inspired Inventor
•    The Smart Listener
•    The Likeable Hero
•    The Underdog


    From Personality Not Included, by Rohit Bhargava
The Blog
The Strategist and Social Media
The Strategist and Social Media
Tactics and Tools




              Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
Communities
•   Facebook
•   Twitter
•   LinkedIn
•   Forums
•   Ning
•   BlogHer
•   Specialized
Tactical Ethics
• Astroturfing
• Misrepresentation
• Intellectual Property
Common Tactics
•   Viral video http://www.willitblend.com
•   Specialized communities http://www.ning.com
•   Advisory groups
•   Ratings tools
•   Existing communities
•   The tie in
•   The event
Measurement   (Evaluation)
The Strategist and Social Media
Objectives
 Launch of roller coaster/water ride,
  Journey to Atlantis
 Build relationships with the online coaster
  community
 Build awareness for the early opening of
  Journey to Atlantis
 Drive visitation to SeaWorld San Antonio
  by pass holders to try Journey to Atlantis
JTA Strategies
• Provide information
• Make assests available to coaster enthusiasts
• Build long-term relationships with coaster
  enthusiast influentials
JTA Tactics
• Launch a purpose-built, multi-media web site
  to highlight the coaster
• Outreach through Flickr, YouTube and Veoh to
  provide assets to coaster enthusiasts
• Build relationships with a short list of coaster
  enthusiasts with influential web sites, blogs,
  podcasts and videocasts
• Invite the American Coaster Enthusiasts to be
  VIP partners in opening the ride
JTA Results: Interest
• The Website received 78,264 visits and 170,644 page
  views from May through August 2007.
• The YouTube videos have received 165,335 to date with
  the favorite being the virtual ride video with 74,748
  views to date.
• Flickr photos have been viewed 102,101 times to date.
• Of the initial 22 sites identified, 12 covered the ride,
  including, which was a high-value since its reach was
  target audience Theme Park Insider.
• The campaign received 50 links from unique Web sites,
  30 of which were from coaster enthusiast sites.
JTA Results: Attitudes
• The coverage was largely positive in tone, with some
  expected negativity about ride intensity
• The American Coaster Enthusiasts group brought 30 of
  its members to ride Journey to Atlantis on media day.
• These riders later left positive comments on YouTube
  videos
• ACE invited SeaWorld San Antonio to attend its annual
  meeting in 2008
• Robert Niles, Theme Park Insider
JTA Results: Actions
• In guest exit surveys, more said they were made
  aware of the new coaster from the Internet than from
  television.
• With a budget of $44,000, the overall cost per
  impression for the social media campaign was $0.22
  versus $1.00 for television.
• Using the survey to determine who came to ride
  Journey to Atlantis and also heard about it on the
  Internet, it was estimated that the visitors who were
  impacted by the project represented over $2.6 million
  in revenue.
                   Link to Full Case Study: http://tinyurl.com/JTAROI
The Strategist and Social Media
NetSol Goals
– Address and improve Network Solutions negative
  online reputation
– Improving and building lasting relationships with
  the developer and design communities
– Better serve unhappy customers that choose to
  vent online with the goal of retaining them as
  customers when possible, and if not, leaving them
  with a positive impression
– Enhancing and develop the new Network Solutions
  brand in online communities
NetSol People
• Web-savvy developers and designers who
  serve primarily small businesses
NetSol Objectives
• To reduce negative tone of comments and
  increase positive comments by more than 10
  percent by the end of 2008
NetSol Strategies
• To listen and respond to customer complaints
• To reach out to critics of the company
• To contribute to the community with value-
  added services and resources
NetSol Tactics
• Solutions are Power: Network Solutions official blog
• Twitter: netsolcares team listens and responds to
  customers backed up by a customer service SWOT
  team.
• Ideas are Power: Allow customers to submit, vote and
  talk about their ideas.
• My Solution Spot: MySolutionSpot is a Facebook-like
  professional networking Web site.
• Facebook
• Solutions Stars Video Conference –October 29, 2008.
NetSol Evaluation
• Since June 2008, there has been a 10 percent
  drop in negative comments and posts
• Since June 2008, there has been a 22 percent
  increase in positive mentions
• 32 influential web design and social media
  stars participated in the professional
  development video
• A advisory board of web designers and
  developers is currently being recruited
Free Measurement Tools
•   Technorati (number of links, “authority”)
•   Del.icio.us (quality and type of coverage)
•   Google Analytics (site statistics)
•   Veoh (video views on all platforms)
•   Flickr (photo views)
•   Feedburner (subscribers)
•   Google Blog Search (Poor man’s clipping service)
•   Yahoo Pipes (manage RSS)
•   Compete, Alexa (traffic)
•   Quantcast (ratings and demographics)
Paid Measurement Tools
1.   The DIY Dashboard (link)
2.   Radian6 (link)
3.   BuzzLogic (link)
4.   Jeremiah’s List (link)
More Measurement Resources
•   Kami’s Measurement Tag
•   Jeremiah’s list of monitoring tools
•   Free and Low-Cost Ways to Measure
•   Book: Measuring Public Relationships, Katie Paine
•   Calculating the ROI of Blogging, Charlene Li
•   Constantin Basturea’s ROI tag
•   Jeremiah Owyang’s Social Media Tag
•   Trinity of Analytics, Avinash Kaushik
•   Institute for Public Relations, Measurement
BIBLIOGRAPHY
– Naked Conversations, Robert Scoble and Shel Israel
– The New Rules of Marketing and PR, David Scott
  Meerman
– Now is Gone, Geoff Livingston
– Measuring Public Relationships: The Data-Driven
  Communicators Guide to Success, KD Paine (purchase at
  www.measureofsuccess.com)
– Personality Not Included: Why Companies Lose Their
  Authenticity and How Great Brands Get it Back, Rohit
  Bhargava
– Groundswell, Charlene Li and Josh Bernoff
Resources
http://del.icio.us/kamichat/PRSAStrategy
Kami Watson Huyse, APR
     Phone: (713) 568-5750
  E-mail: kami@myprpro.com
Blog: Communication Overtones
 Web site: www.myprpro.com

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The Strategist and Social Media

  • 1. Integrated Social Media Campaigns Kami Watson Huyse, APR “Strategy” by Joey Gangoza, Flickr
  • 2. The More Things Change Social Media and Networking Powerful tools + Easy to use = Everyone can create content
  • 3. The More They Stay the Same
  • 5. The Image of Public Relations “I am in public relations…We’re image consultants who change the way people see products, companies, people, etc.” Ray Embry (Jason Batman) explains his profession to John Hancock (Will Smith) in the movie Hancock
  • 6. No Strategy, No Dice • Hancock Movie, PR Man Ray Embry pitches without a business strategy (6:40) http://tinyurl.com/6xw4v4
  • 7. The Big Picture • Strategy drives all corporate communications – What are the objectives? – How can the company achieve its objectives? – Which tools will best address those needs? – Does social media fit into the plan?
  • 8. Corporate Control is a Myth “You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” - Joe Ragan, Newsradio As quoted in “Groundswell” by Charlene Li and Josh Bernoff
  • 9. 09 f9 11 02 Song by Keith Burgmun, www.dinosaurlightning.com Liscense: http://www.archive.org/details/OhNineEffNine
  • 12. 10 Risks of Engagement • Negative Comments. LIKELY • Loss of Control Over the Message. LIKELY • Neglect. LIKELY • Misunderstanding the Culture of the • Blogosphere. LIKELY • Unprepared or Loose-Cannon Employees. POSSIBLE • Fueling a Firememe of Criticism. POSSIBLE • Legal Liabilities. UNLIKELY • Losing the Farm. UNLIKELY • Negative Impact on Stock Price. UNLIKELY • Tort Lawsuits. UNLIKELY
  • 14. “This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex- obsessed culture damages girls.” Amy Jussel, Founder Executive Director, Shaping Youth
  • 15. Off Target Target’s e-mail response: “Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”
  • 17. Off Target Target’s response to the New York Times: “We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
  • 18. On Lawyers… “The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.” - Guy Kawaski, “The Art of Partnering”
  • 19. Internal Fears to Change • Success • Uncertainty • Tradition • Precedent From Personality Not Included, by Rohit Bhargava
  • 20. Changing Face of Communications • Flattened Hierarchy • Time Shifting • Virtual Connections • Digital Tools • Convergence Institute of Public Relations, paper (pdf) by John V. Pavlik, Ph.D., chair of the Department of Journalism and Media Studies, Rutgers, N.J.
  • 21. People Are Talking Photo by Chen, Flickr
  • 22. Are You Listening? Photo by Niclas Lindh, Flickr
  • 25. RSS in Plain English http://www.youtube.com/watch?v=0klgLsSxGsU
  • 26. Manage Web Content • Google Reader http://www.google.com/reader • Bloglines http://www.bloglines.com • FeedDemon with NewsGator
  • 27. Listen (Research) • Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc. • Paid Tools: Radian 6, DIY Dashboard and others
  • 28. 5 Competencies • In The Loop: listen and respond • Nimble: Incrementally release information • Responsive: Accelerate solutions • Organized: Internal collaboration bypasses bureaucracy • Accountable: To business objectives and stakeholders
  • 29. Participate (Planning) • Join • Comment • Cross link • Build relationships
  • 31. Social Etiquette 1. Transparency 2. Privacy 3. Disclosure 4. Truthfulness 5. Credit David Scott Meerman, The New Rules of Marketing and PR
  • 32. On Junior Staff… agilliam Says: October 12, 2008 at 9:33 am “I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by myspace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”
  • 35. Some Advice “To his credit one of the PR dudes came up to me after the session and asked ‘How should we pitch to mommy bloggers?’ And I said, quot;Tell me you looked up my stats on Alexa. Tell me you picked me because you *think* I may be influential. Tell me that you know mombloggers get pitched to all the time but that you'd *pretty please* like me to listen to you. Just don't bullshit me by telling me 'you read my blog.' I know you don't.” - Stefania Pomponi Butler, founder and owner of the CityMama™ and Kimchi Mamas
  • 36. Crisis Communication Model Respond… • Quickly • Authoritatively • Truthfully • Strategically • Authentically
  • 37. Accidental Spokespersons • Employees (Robert Scoble) • Enthusiasts (Moleskine) • Creatives (Eepy Bird) • Determined Detractors (??) From Personality Not Included, by Rohit Bhargava
  • 38. Tie In: Mentos and Diet Coke http://www.eepybird.com/dcm1.html Photos by Robert Price and Gizmodo
  • 39. The Results “ Who would have guessed that Mentos sales would go up 15 to 20%, that traffic to Coke.com would double, and that we'd be doing Diet Coke & Mentos twenty- four hours a day, seven days a week! Now the friendly folks at Coke and Mentos provide us with the soda and candy for our new projects, which is great since we've been through almost 4,000 bottles of Diet Coke and over 24,000 Mentos so far.” – Eppy Bird
  • 40. Contribute (Implement) • Content • Values/Culture • Experiences • Resources
  • 41. People Image by Samantha Campbell, Flickr
  • 42. Technographics Technographics, from Groundswell, http://tinyurl.com/2vv3dv
  • 47. Common Strategies • Thought leadership • Find-ability • Exclusive Access • Provide Resources • Entertain
  • 48. The Backstory Arc • Characters • Challenge • Vision • Conflict • Triumph From Personality Not Included, by Rohit Bhargava Photo by Rudy Alfaro Films, Flickr
  • 49. Corporate Backstories • The Passionate Enthusiast • The Inspired Inventor • The Smart Listener • The Likeable Hero • The Underdog From Personality Not Included, by Rohit Bhargava
  • 53. Tactics and Tools Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
  • 54. Communities • Facebook • Twitter • LinkedIn • Forums • Ning • BlogHer • Specialized
  • 55. Tactical Ethics • Astroturfing • Misrepresentation • Intellectual Property
  • 56. Common Tactics • Viral video http://www.willitblend.com • Specialized communities http://www.ning.com • Advisory groups • Ratings tools • Existing communities • The tie in • The event
  • 57. Measurement (Evaluation)
  • 59. Objectives  Launch of roller coaster/water ride, Journey to Atlantis  Build relationships with the online coaster community  Build awareness for the early opening of Journey to Atlantis  Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis
  • 60. JTA Strategies • Provide information • Make assests available to coaster enthusiasts • Build long-term relationships with coaster enthusiast influentials
  • 61. JTA Tactics • Launch a purpose-built, multi-media web site to highlight the coaster • Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts • Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts • Invite the American Coaster Enthusiasts to be VIP partners in opening the ride
  • 62. JTA Results: Interest • The Website received 78,264 visits and 170,644 page views from May through August 2007. • The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. • Flickr photos have been viewed 102,101 times to date. • Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider. • The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.
  • 63. JTA Results: Attitudes • The coverage was largely positive in tone, with some expected negativity about ride intensity • The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. • These riders later left positive comments on YouTube videos • ACE invited SeaWorld San Antonio to attend its annual meeting in 2008 • Robert Niles, Theme Park Insider
  • 64. JTA Results: Actions • In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. • With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. • Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. Link to Full Case Study: http://tinyurl.com/JTAROI
  • 66. NetSol Goals – Address and improve Network Solutions negative online reputation – Improving and building lasting relationships with the developer and design communities – Better serve unhappy customers that choose to vent online with the goal of retaining them as customers when possible, and if not, leaving them with a positive impression – Enhancing and develop the new Network Solutions brand in online communities
  • 67. NetSol People • Web-savvy developers and designers who serve primarily small businesses
  • 68. NetSol Objectives • To reduce negative tone of comments and increase positive comments by more than 10 percent by the end of 2008
  • 69. NetSol Strategies • To listen and respond to customer complaints • To reach out to critics of the company • To contribute to the community with value- added services and resources
  • 70. NetSol Tactics • Solutions are Power: Network Solutions official blog • Twitter: netsolcares team listens and responds to customers backed up by a customer service SWOT team. • Ideas are Power: Allow customers to submit, vote and talk about their ideas. • My Solution Spot: MySolutionSpot is a Facebook-like professional networking Web site. • Facebook • Solutions Stars Video Conference –October 29, 2008.
  • 71. NetSol Evaluation • Since June 2008, there has been a 10 percent drop in negative comments and posts • Since June 2008, there has been a 22 percent increase in positive mentions • 32 influential web design and social media stars participated in the professional development video • A advisory board of web designers and developers is currently being recruited
  • 72. Free Measurement Tools • Technorati (number of links, “authority”) • Del.icio.us (quality and type of coverage) • Google Analytics (site statistics) • Veoh (video views on all platforms) • Flickr (photo views) • Feedburner (subscribers) • Google Blog Search (Poor man’s clipping service) • Yahoo Pipes (manage RSS) • Compete, Alexa (traffic) • Quantcast (ratings and demographics)
  • 73. Paid Measurement Tools 1. The DIY Dashboard (link) 2. Radian6 (link) 3. BuzzLogic (link) 4. Jeremiah’s List (link)
  • 74. More Measurement Resources • Kami’s Measurement Tag • Jeremiah’s list of monitoring tools • Free and Low-Cost Ways to Measure • Book: Measuring Public Relationships, Katie Paine • Calculating the ROI of Blogging, Charlene Li • Constantin Basturea’s ROI tag • Jeremiah Owyang’s Social Media Tag • Trinity of Analytics, Avinash Kaushik • Institute for Public Relations, Measurement
  • 75. BIBLIOGRAPHY – Naked Conversations, Robert Scoble and Shel Israel – The New Rules of Marketing and PR, David Scott Meerman – Now is Gone, Geoff Livingston – Measuring Public Relationships: The Data-Driven Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com) – Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, Rohit Bhargava – Groundswell, Charlene Li and Josh Bernoff
  • 77. Kami Watson Huyse, APR Phone: (713) 568-5750 E-mail: kami@myprpro.com Blog: Communication Overtones Web site: www.myprpro.com

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  20. Democratization of information and decision making based on input/outcryTime and geography no longer matter, the world is flatteningOrganizational structure is becoming more virtual with technology (WebEx, Facebook, Second Life) Digital communications make possible the cost-effective advent of two-way symmetrical communications. (Many free and almost free services, such as blogs, forums, Skype) There is a convergence between the expectation for immediate communication and information and the tools to deliver on such expectations
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  39. Ask not what the community can do for you, but what you can do for the community, my apologies to JFK
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  53. We’ll Cover each of these in detail and the tools you can use to get at each oneTraffic, downloads, views, mentionsConversation index, tonality, relationship measurementFinancial cost analysis to other tools, revenue, subscribers, funds raised, books sold, click throughs
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