National School Public Relations presentation for 2010 National Seminar

1. Cutting Through the Clutter
Using
“Word of Mouse”
NSPRA National Seminar – 2010
M. Larry Litwin, APR, Fellow PRSA
© 2010
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Web 2.0
Doing what We Do even
better…using participatory
(social) media.
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Taken from…
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2. 4
PR Is...
• “This is who we are;
• What we think about ourselves;
• What we want to do; and
• Why we deserve your support.”
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PR Practitioners are…
Strategic Advisors
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3. 7
You Talk – We Listen
Hearing vs. Listening
There is a reason why we have two ears and
one mouth – we must listen twice as
much as we speak.
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Discussion Points
Social Media Revolution.flv
• Social Media via YouTube®
• http://www.youtube.com/watch?v=lFZ0z
5Fm-Ng&feature=channel
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3

4. OK!
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You just need to...
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WHY USE SOCIAL MEDIA ?
Builds Brand
Loyalty
Drives
Authenticity
Measures Return
of Investment Produces Common
Threads
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5. Point of Emphasis
• Today, there are more media channels and content
streams competing for your target audiences’
attention than ever before. The key to success is to
focus on the appropriate medium that will carry your
message to your target audience efficiently and
effectively – and – at the right time (aperture). 1-2-1
“marketing” (IMC/ “Word of Mouse”) ties your
communication messages together with a consistent
look, feel, tone and message that support your
strategic communication efforts and makes your
message more effective and efficient.
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Another Point of Emphasis
• Social media IS participatory
media and
“Word of Mouse”
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The Future is Now
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6. MAC Triad
M
+P+T
A C
M=Message A=Audience C=Channel
P=Purpose T=Timing
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MAC Triad Plus cont.
• Informization
– Disseminating information (message) to
target audience through the proper channel
at the best possible time.
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Audiences (ISPR)
• Identify
• Segment/Fragment
• Demographically
• Psychographically
• Geodemographically
• Behavioristically
• Benefits
• Profile
• Rank
– Audience Power Structure
• Elite (Key Communicators)
• Pluralistic or Diffused
• Amorphous/Latent
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7. Reaching the Desired Outcome
• Attitude
• Opinion
Education > Knowledge >
Attitude > Behavioral Change >
Output = Desired Outcome
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1-2-1 achieves Synergy
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Synergy
The whole is greater than
the sum of its parts
or
The whole works better than
any one of its parts.
[To achieve our goal, we should
achieve synergy.]
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8. More Discussion Items
• YouTube®
• Blog
• Inline attachments
• Podcasts
• Vcasts
• Twitter®
• Info Snacking
• Texting/SMS
• BBMing
• Websites (Disadvantages – later)
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More Discussion Items
• Flash mobs
• Cell phone audio tours
• Disruptive technology
• Google Docs
• Blasting
• ListServ
• Ink Jet printing
• Viral marketing
• RSS Feeds
• Podcasts offer flexibility to reach “on-the-go staffers”
• By Lindsey Miller
• PepsiCo’s “Sound Bites” deliver 7-minute updates and
interviews of interest to employees.
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Two-Way Communication Model
Sender>>>Message>>>Receiver
^ V
^ Noise V
^ Noise V
^ Noise V
^ V
^ <<<<<<<<Feedback<<<<<<< V
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9. Web 2.0 and Social
Networking Strategies
• Users add value
• Two way communication – participation not publishing
• Technology is used to create and diffuse new knowledge
• Spontaneous collaborative work
• Online content is the start of group-level work
• Perpetual beta
• Online content is generated by many people
• Faith in the community
• Connections are the new king, although content still matters
• Word of Mouse marketing (WOMM)
• Web as platform: anytime, anywhere access
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School Blogs
Social Media = The use of technology tools for online conversations,
information sharing, and community building in text, audio and video.
• Creating a school (district) blog as the centerpiece of social media strategy
is a strategic investment in stakeholder longevity.
• School blogs help build online communities around issues of interest to
parents, students, employees, taxpayers and other stakeholders.
• Schools (districts) are discussed online, whether schools participate in
the conversation or not. To maintain credibility and support their “brand,”
schools must interact with their audiences – online.
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Why Create a School Blog?
• 21st century credibility is maintained using a 21st century tactic – online
communication
• Blogging allows a school to benefit from stakeholders’ praise to the
“world.”
• Schools can win over readers’ testimonials that satisfy their need to
demonstrate they are making a difference
• As people share their experiences with others, it builds a sense of
community that links value with your blog and brand.
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10. You are the Brand
• Brand
• Brand Equity
• Brand Extension
• Brand Expansion
• Brand Familiarity
• Brand Favorability
• Brand Identity
• Brand Image
• Brand Insistence
• Brand Loyalty
• Brand Power (Brand Champions)
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Are you a brand champion?
• Brand champions deliver what they
promise – and more. Schools must be
brand champions.
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Remember…
Superior tactics cannot
overcome a bad
(business) strategy.
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11. And this, too…
No Planning = No Plan =
No Hope
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Three-Step vs. Two-Step Flow
Three-Step Flow Two-Step Flow
1. Credible endorser* 1. Mass-media
2. Key communicator message carrier
3. (Targeted) publics 2. (Targeted) publics
*Source credibility
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Three-Step vs. Two-Step vs.
One-Step Flow
or
1-2-1
From organization directly to
(Targeted) publics
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12. Power of 1-2-1
How street vendors are using Twitter to drive offline traffic sales.flv
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Examples start here…
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PR News Has Gone Social
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13. 1:1 (or 1-2-1)
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There is L.L. – in RED
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Inline 1-2-1
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14. Inline (1-2-1) Attachment
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Inline 1-2-1
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Inline – Less formal
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15. 1-2-1 (1:1) – Inkjet
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1-2-1 (1:1) – Inkjet
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1-2-1 (1:1) – Inkjet
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16. Twitter® Messages
• Found this by Googling myself. One
never knows what one will find when
one does that. Check this out .
http://bit.ly/bByUbh*
*http://thefirepio.com/2010/05/10/what-is-
public-relations/#more-833
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Power of “Word of Mouse”
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Found on Google®
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17. TweetDeck®
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TweetDeck® – It’s portable
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Social Media Rankings
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18. Social Media Specialist: Melissa Jones
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01 - Track 1.mp3
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19. NewBalance RUN-dezvous
• The idea behind the
campaign was: “spend some
time with us, have fun and
get the product for free.”
• Lazerow socialized the
campaign by making
challenges an important part
of the game. “Which
Facebook friend is the best
runner?”
• 250,000 active users
• 86% returned at least once
• 57% came back nine times or
more
• More than 1 million Acebacks
(rewards) earned by
consumers playing the game 55
Info Snack
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Info Snack
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20. Full article
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Full article – Page 2, etc.
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Effective 1-2-1
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21. Keeping Current
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The Future is Now
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Questions ???
M. Larry Litwin, APR, Fellow PRSA
larry@larrylitwin.com
www.larrylitwin.com
© 2010
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22. Website Disadvantages
• Available only to individuals who have computer access
• Difficulty driving audiences to website
• Looks unprofessional
• Frustration accessing information
• Difficult to navigate
• Keeping information current
• Security
• Broken links
• Typos
• No contact information
• Failure to provide quick responses
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Audience Analysis/Worksheet
1. Identify your audience.
2. Analyze your audience demographically.
3. How well does your audience understand
the issues (or topics) you wish to discuss?
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Audience Analysis/Worksheet
4. What is your audience’s attitude toward
your agenda?
5. What does your audience need to know or
believe in before you can change its
behavior? (What’s in it for them?)
6. To what type of arguments is your audience
likely to respond?
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23. Alternative Media
• Radio
• Television
• Internet (and Interactive – Web 2.0/Blogs/Wikis)
• iPod® (Podcasts, etc.)
• Vcasts®
• Cell Phone
• iPhone®
• Digital Signage
• Aroma Marketing
• WOMM
• Silent Publicity
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Alternative Media
• Cross Platform
– Print
– Digital Signage
– Wireless
– Broadband
– TV
• Convergence of Distribution
– Multiple Platforms
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The Networked Age
• Cross Platform
• News/Media Convergence
– Print
– Digital Signage*
– Wireless*
– Broadband*
– TV
*Formerly referred to as “Alternative Media” 69
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24. 7 C’s of Communication
• Credibility
• Context
• Content
• Clarity
• Continuity and Consistency
• Channels
• Capability
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Content is crucial…
but the medium is part of the
message, too!
(Marshal McLuhan)
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Persuasion Pointers
• Know your audience
• Know what you can accomplish
• Anticipate objections/dispel them
• Establish mutual goals/a common ground
• Give options/choices
• Be clear
• Be familiar
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25. Key Communicators
• Who Needs Key Communicators?
• Who Should be a Key Communicator?
• Starting a Program
• An “Authorized Grapevine”
(Consumption Pioneers – Connectors –
Leaders of People – WOMMP [Word of
Mouth Marketing Program])
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