Introduction into social media for public policy PR agency - Open Road - by RAAK

1. Social media a quick overview

2. The Trafigura incident
“The Guardian has been prevented from reporting
parliamentary proceedings on legal grounds which
appear to call into question privileges guaranteeing free
speech established under the 1688 Bill of Rights.
Today’s published Commons order papers contain a
question to be answered by a minister later this week.
The Guardian is prevented from identifying the MP who
has asked the question, what the question is, which
minister might answer it, or where the question is to be
found.”
(The Streisand effect)

3. Print circulation is down 30% from 1956 to 2006

4. TV viewing also under pressure

5. New channels

6. New channels

8. Advertising is moving from off to online

9. AND there’s even trouble online in brand advertising
Online revenue UK Q1 & Q2 percentages Brand advertising is
relatively small online,
and there is no indication
22% yet that it will manage to
close the gap with online
Paid for search direct response.
Internet display
(Brand) Unlike offline, paid for
58% Classifieds search and classifieds
20%
(both form of direct
response) dominates
online.

10. Social Media is on the march
“But by using interactive Web 2.0 tools, Mr.
Obama’s campaign changed the way
politicians organize supporters, advertise to
voters, defend against attacks and
communicate with constituents.”

11. Definition of Social Media

12. Definition of Social Media
Is it HYPE ?

13. Definition of Social Media
Is it HYPE ?
Is it technology ?

14. It’s not HYPE
“Facebook
more popular
than porn”
Oct 2007

15. Is it new TECHNOLOGY?
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone
broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó

16. Is it new TECHNOLOGY?
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone
broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó
‣ One-way & two-way media
have always co-existed

17. Is it new TECHNOLOGY?
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone
broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó
‣ One-way & two-way media
have always co-existed
‣ What about the so-called
killer apps of Web 1.0?

18. Jerry
Yang’s
guide to
the
World
Wide
Web

19. The exponential growth of the WWW
Google launches (9 million sites)
April 1996 Page & Brin starts working
on the Google search engine
(100,000 websites)
Jerry’s guide - April 1994 (1000 websites)
Source: Jacob Nielsen - useit.com

20. What was different?
‣ Traditional scarcity =>
Spectacular growth
of media ‘outlets’

21. What was different?
‣ Traditional scarcity =>
Spectacular growth
of media ‘outlets’
‣ Professionalism
=> Amateur

22. How is search social?
The Magna Carta of the web
PR(U) = (1-d) + d * sumV(PR(V)/N(V))

23. How is search social?
‘PageRank relies on the uniquely democratic nature of the web by using its vast link
structure as an indicator of an individual page’s value.
In essence, Google interprets a link from page A to page B as a vote, by page A, for page
B. But, Google looks at more than the sheer volume of votes, or links a page receives; it
also analyzes the page that casts the vote. Votes cast by pages that are themselves
“important” weigh more heavily and help to make other pages “Important”.’
Google

24. Social Media is participation
“Andy Warhol said everybody is famous for 15 minutes.
Social Networking changed that to everyone is famous
for 15 people.
If you have a million friends, you’re broadcasting. You’re
an entertainer”
Tom Anderson founder of MySpace

25. Social Media is participation
No longer a one-way hierarchy...

26. Social Media is participation
...but an interactive process.

27. Social Media is participation
Ordinary human needs
have found a home in
social media.
‣ Altruism
‣ Socialising
‣ Self-actualisation
‣ Networking

28. Implications
Jeff Jarvis talks of
things organisations
should consider
‣ New relationships
- Give the people
control: we will use it
- Your customer is your
partner or advertiser
- Your product is your
advertising (The
rise of content)

29. Implications
‣ New architecture
- Do what you do best and link to the rest
- Join a network or be a platform
- Think distributed

30. Implications
‣ New publicness
- If you’re not searchable, you won’t
be found
- Everybody needs a little SEO
- Journalism & objectivity? (Washington

31. Implications
‣ New society
- “Elegant organization”, Mark Zuckerberg, founder of Facebook

32. Implications
‣ New economy
- Manage abundance, not scarcity (In
media)
- Join the open-source, gift economy
- The mass market is dead - long live the
mass of niches

33. Implications
‣ New attitude
- “There is an inverse relationship between control and trust”, David Weinberger
- The art of listening

34. Implications
‣ New ethic
- Make mistakes well - Be honest & authentic
- Be transparent - Collaborate

35. Implications
‣ Content
UK Media Guardian editorial September 2008
“Is nothing sacred?
Even the term "advertising" might soon be defunct. Agencies operating in the digital
world prefer the word "content", suggesting all sorts of lovely free entertainment and
added value rather than shameless selling.
The old, interruptive model of advertising is changing in favour of a highly-targeted
approach where consumers almost welcome the messages rather than get beaten
into submission.”

36. How organisations can use Social Media

37. How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization

38. How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization
‣ Talking
To partake in the conversation

39. How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization
‣ Talking
To partake in the conversation
‣ Embracing
Integrate your members in the way
your business works

40. How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization
‣ Talking
To partake in the conversation
‣ Embracing
Integrate your members in the way
your business works
‣ Energizing
Let members evangelize to others
about you

41. How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization
‣ Talking
To partake in the conversation
‣ Embracing
Integrate your members in the way
your business works
‣ Energizing
Let members evangelize to others
about you
‣ Helping
Let customers help each other

42. How organisations can use Social Media
Your demographic Creators
Publish a blog
Publish your own Web pages
Upload video you created
profile
Post ratings/reviews of products/services
Critics Comment on someone else’s blog
Use RSS feeds
Collectors Add “tags” to Web pages or photos
Joiners Maintain profile on a social networking
Read blogs
Spectators Watch video from other users
Listen to podcasts
Inactives None of the above
Social Technographics ™ Ladder by Forrester

43. How organisations can use Social Media
Your communications problem
Blogs Social Network Viral video Micro blogging Communities
Complexity Best
Awareness Also good Best Also good
Word of Mouth Also good Best Also good
Accessibility Best

44. How organisations can use Social Media
Blogs
Companies with a
complexity problem
stand to benefit from
using blogs.

45. How organisations can use Social Media
Video
“Viral videos are best
for punching through
the noise – the
awareness problem.”
- Li and Bernoff (Forrester)

46. How organisations can use Social Media
Social Networks
“If you want to be hot and have people talking
about how hot you are then Facebook and
MySpace are for you.”
- Li and Bernoff (Forrester)

47. How organisations can use Social Media
Communities
‣ An option for those who have difficulty get their messages to their customers
‣ Need strong identities

48. How organisations can use Social Media
Micro Blogging & Status updates
‣ Good for listening
‣ Networking and building relationships
‣ Announcing things & self promotion
‣ Customer relations

49. How organisations can use Social Media
Multi-platform

50. Case study: canEUhearme
‣ MTV was tasked by the European
Union (EU) to increase awareness
about the upcoming EU elections
amongst young people. And energise
them to take part.
‣ EU wanted to build a bespoke social
network where young people could
interact around a common European-
ness.

51. Case study: canEUhearme

52. Case study: canEUhearme
‣ Facebook Connect
on Shout Box

53. Case study: canEUhearme
‣ Shout archive

54. Case study: canEUhearme
‣ Facebook Connect
on Polls

55. Case study: canEUhearme
‣ Twitter
Integration

56. Case study: canEUhearme
‣ Twitter
Integration

57. Case study: canEUhearme
‣ Picture
Competition

58. Case study: canEUhearme
‣ Comments

59. How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization
‣ Talking
To partake in the conversation
‣ Embracing
Integrate your members in the way
your business works.
‣ Energizing
Let members evangelize to others
about you
‣ Helping
Let customers help each other