Platform Presentation to Capstone Agency on Social/New Media

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Information about Platform Presentation to Capstone Agency on Social/New Media
Business & Mgmt

Published on December 4, 2008

Author: jacobsummers

Source: slideshare.net

Platform Online Magazine The Importance of Social Media in Professional Fields ®Jessica Ayers | Jacob Summers | Molly McPherson

INTRODUCTION ®Jessica Ayers | Jacob Summers | Molly McPherson

DEFINING SOCIAL MEDIA A category of online tools that is based on user participation and user-generated content. ®Jessica Ayers | Jacob Summers | Molly McPherson

A category of online tools that is based on user participation and user-generated content.

DEFINING SOCIAL MEDIA Online tools range in size, scope and function, according to target audience. Tools General Use Web Sites Blogs Social Bookmarks Social Networks Newsfeed Generators Status Updaters Gaming ®Jessica Ayers | Jacob Summers | Molly McPherson

Online tools range in size, scope and function, according to target audience.

Tools

General Use Web Sites

Blogs

Social Bookmarks

Social Networks

Newsfeed Generators

Status Updaters

Gaming

DEFINING SOCIAL MEDIA Simplified, most tools fall into one of these categories. Categories Social Networking Social Bookmarking Social Notification Social Event & Planning Social Communication Social Gaming ®Jessica Ayers | Jacob Summers | Molly McPherson

Simplified, most tools fall into one of these categories.

Categories

Social Networking

Social Bookmarking

Social Notification

Social Event & Planning

Social Communication

Social Gaming

DEFINING SOCIAL MEDIA Examples of Social Media ®Jessica Ayers | Jacob Summers | Molly McPherson

Examples of Social Media

DEFINING SOCIAL MEDIA Why social media? For Consumers To get a large scope of information, such as news To reach friends and family large distances away For quality diversified entertainment To work away from the office ®Jessica Ayers | Jacob Summers | Molly McPherson

Why social media?

For Consumers

To get a large scope of information, such as news

To reach friends and family large distances away

For quality diversified entertainment

To work away from the office

DEFINING SOCIAL MEDIA Why social media? For Producers To gather a large scope of information from users To gauge perception and popularity To correct misconceptions To interact with customers To reach target audiences otherwise not readily reachable ®Jessica Ayers | Jacob Summers | Molly McPherson

Why social media?

For Producers

To gather a large scope of information from users

To gauge perception and popularity

To correct misconceptions

To interact with customers

To reach target audiences otherwise not readily reachable

DEFINING SOCIAL MEDIA As a business, these sites serve… … to add new professional tools. … to help you gain a better understanding of the constantly changing national and global environment. ®Jessica Ayers | Jacob Summers | Molly McPherson

As a business, these sites serve…

… to add new professional tools.

… to help you gain a better understanding of the constantly changing national and global environment.

DEFINING SOCIAL MEDIA As a business, these sites serve… … to help you understand your users, consumers and newcomers. … to keep your perception fresh and vital to our economy – social media is a rapidly growing, evolving tool built for our rapidly growing, evolving communities. ®Jessica Ayers | Jacob Summers | Molly McPherson

As a business, these sites serve…

… to help you understand your users, consumers and newcomers.

… to keep your perception fresh and vital to our economy – social media is a rapidly growing, evolving tool built for our rapidly growing, evolving communities.

DEFINING SOCIAL MEDIA The Beauty to Users For any individual need, there is a compliant social media tool – each individual can have their own specialized social tool to sort through information however they want. This eliminates the trouble of matching IM clients, emails and websites. All of these still exist, but the individual – professional or personal – no longer has to deal with the trouble. ®Jessica Ayers | Jacob Summers | Molly McPherson

The Beauty to Users

For any individual need, there is a compliant social media tool – each individual can have their own specialized social tool to sort through information however they want. This eliminates the trouble of matching IM clients, emails and websites. All of these still exist, but the individual – professional or personal – no longer has to deal with the trouble.

DEFINING SOCIAL MEDIA The Beauty to You As a professional, this allows you to develop a tool to your specifications to gain access to thousands of users or more, and directly contact them on their terms and yours. ®Jessica Ayers | Jacob Summers | Molly McPherson

The Beauty to You

As a professional, this allows you to develop a tool to your specifications to gain access to thousands of users or more, and directly contact them on their terms and yours.

THE INDUSTRY ®Jessica Ayers | Jacob Summers | Molly McPherson PR & Media History Why Move To Social Media? What Does Social Media Do For PR? What Are The Dangers Of Not Moving To Social Media? Who Is Moving To Social Media?

PR & Media History

Why Move To Social Media?

What Does Social Media Do For PR?

What Are The Dangers Of Not Moving To Social Media?

Who Is Moving To Social Media?

PR & Media History Pre-18th Century 1425: Gutenberg printing press 1620: First newspaper printed in Amsterdam Jessica Ayers | Jacob Summers | Molly McPherson

Pre-18th Century

1425: Gutenberg printing press

1620: First newspaper printed in Amsterdam

PR & Media History Late 1700s Books, newspapers and magazines Ben Franklin’s “Silence Dogood” letters to achieve social change Federalist Papers printed serially in magazines and newspapers Media was untimely, inaccessible and effective only in educated circles Jessica Ayers | Jacob Summers | Molly McPherson

Late 1700s

Books, newspapers and magazines

Ben Franklin’s “Silence Dogood” letters to achieve social change

Federalist Papers printed serially in magazines and newspapers

Media was untimely, inaccessible and effective only in educated circles

PR & Media History 19th Century 1830: Telegraph 1852: First compulsory education act in Massachussetts 1876: Telephone 1890: Telephone wires installed in Manhattan 1897: Marconi invents wireless telegraph Media moved toward timeliness and accessibility Jessica Ayers | Jacob Summers | Molly McPherson

19th Century

1830: Telegraph

1852: First compulsory education act in Massachussetts

1876: Telephone

1890: Telephone wires installed in Manhattan

1897: Marconi invents wireless telegraph

Media moved toward timeliness and accessibility

PR & Media History 20th Century 1912: Air mail 1916: Tunable radios 1920: First commercial radio station in Pittsburgh 1927: First electronic television 1933: FM Radio 1935: First telephone call made around the world Jessica Ayers | Jacob Summers | Molly McPherson

20th Century

1912: Air mail

1916: Tunable radios

1920: First commercial radio station in Pittsburgh

1927: First electronic television

1933: FM Radio

1935: First telephone call made around the world

PR & Media History 1938: War of the Worlds radio broadcast causes mass chaos 1939: Coast-to-coast fax service 1939: Regular television broadcast begins 1940: First commercial television station 1948: Cable television becomes available in the US 1951: First color televisions go on sale Jessica Ayers | Jacob Summers | Molly McPherson

1938: War of the Worlds radio broadcast causes mass chaos

1939: Coast-to-coast fax service

1939: Regular television broadcast begins

1940: First commercial television station

1948: Cable television becomes available in the US

1951: First color televisions go on sale

PR & Media History 1962: Telstar satellite transmits image across the Atlantic 1963: Audio cassette invented 1965: Vietnam War first war to be televised 1967: Newspapers & magazines begin to digitize production 1970s: ARPANET, precursor to the internet developed Jessica Ayers | Jacob Summers | Molly McPherson

1962: Telstar satellite transmits image across the Atlantic

1963: Audio cassette invented

1965: Vietnam War first war to be televised

1967: Newspapers & magazines begin to digitize production

1970s: ARPANET, precursor to the internet developed

PR & Media History 1973: VCR 1975: First desktop computer 1979: First mobile phone service 1980: New York Times, WSJ and Dow Jones put news databases online 1985: CD-ROMs and first laptop computer 1991: World Wide Web 1993: WWW made available for free, first ads appear on the internet Jessica Ayers | Jacob Summers | Molly McPherson

1973: VCR

1975: First desktop computer

1979: First mobile phone service

1980: New York Times, WSJ and Dow Jones put news databases online

1985: CD-ROMs and first laptop computer

1991: World Wide Web

1993: WWW made available for free, first ads appear on the internet

PR & Media History 1993: Brian Solis coins the term “PR 2.0” to describe the convergence of traditional and social media in PR 1997: Nokia Communicator smartphone 1998: First downloadable content for mobile phones 1999: Napster 2004: Howard Dean is first presidential candidate to create a blog Jessica Ayers | Jacob Summers | Molly McPherson

1993: Brian Solis coins the term “PR 2.0” to describe the convergence of traditional and social media in PR

1997: Nokia Communicator smartphone

1998: First downloadable content for mobile phones

1999: Napster

2004: Howard Dean is first presidential candidate to create a blog

PR & Media History 2007-2008: Barack Obama makes history using social media in his presidential campaign Jessica Ayers | Jacob Summers | Molly McPherson

2007-2008: Barack Obama makes history using social media in his presidential campaign

Why Move to Social Media? Because social media is the current step in the evolution of media and PR will be left behind if the industry does not capitalize on this latest opportunity Jessica Ayers | Jacob Summers | Molly McPherson

Because social media is the current step in the evolution of media and PR will be left behind if the industry does not capitalize on this latest opportunity

What does social media do for PR? Instant interaction with public Public has instant interaction with you Low cost media exposure With the downturn of economy, companies must rely on brand loyalty - gained through personal relationships with a company - to retain customers Monitoring of what is being said about your brand or product A way of staying on top of news and consumer trends Jessica Ayers | Jacob Summers | Molly McPherson

Instant interaction with public

Public has instant interaction with you

Low cost media exposure

With the downturn of economy, companies must rely on brand loyalty - gained through personal relationships with a company - to retain customers

Monitoring of what is being said about your brand or product

A way of staying on top of news and consumer trends

What are the dangers of not moving to social media? Difficulty of monitoring what is being said about your firm Loss of competitive edge It doesn’t take long for the entire Web to be buzzing about something negative Jessica Ayers | Jacob Summers | Molly McPherson

Difficulty of monitoring what is being said about your firm

Loss of competitive edge

It doesn’t take long for the entire Web to be buzzing about something negative

Motrin Moms Protest against Motrin ad began with a single “tweet” and escalated into a full scale online riot within hours as Motrin account executives enjoyed their weekend Jessica Ayers | Jacob Summers | Molly McPherson

www.globeandmail.com www.twitter.com/jessicagottlieb Twitter Feed Jessica Ayers | Jacob Summers | Molly McPherson Motrin Moms

Embarrassing Apologies Jessica Ayers | Jacob Summers | Molly McPherson

Who is moving to social media? Most corporations and companies now have blogs posted on their Web site, written by interns, employees and even CEOs Many companies also have twitter accounts and MySpace and Facebook pages Others are capitalizing on the influence of social media users to gain free exposure for their brand or product Jessica Ayers | Jacob Summers | Molly McPherson

Most corporations and companies now have blogs posted on their Web site, written by interns, employees and even CEOs

Many companies also have twitter accounts and MySpace and Facebook pages

Others are capitalizing on the influence of social media users to gain free exposure for their brand or product

Barack Obama Jessica Ayers | Jacob Summers | Molly McPherson

Barack Obama Jessica Ayers | Jacob Summers | Molly McPherson

Pepsi “ Today, I received three separate shipments, about 20 minutes apart delivered by courier service. I got two cases with empty cans showing off previous Pepsi logos and designs, and then finally I got a case with six full Pepsi cans showing the new design. Pepsi wanted me to know that they were doing something with their branding and their entire approach over the coming years. They even sent me a DVD to show me some history.” “ What’s interesting to me is that they reached out to me as one of 25 people to get this news. They presumed (correctly) that I’d blog about it. They figured I’d say something one way or the other.” Jessica Ayers | Jacob Summers | Molly McPherson Pepsi

Nike Jessica Ayers | Jacob Summers | Molly McPherson

Others Jessica Ayers | Jacob Summers | Molly McPherson

THE SIGNIFICANCE to PR How Social Media Changes PR Practice Research Reading what people blog about your company Your company’s online identity Planning How to personally reach people with the new market How to get people to interact online Implementation Twitpitch, Social Media Release Pitching to bloggers Evaluation Online surveys, 24/7 reactions, immediate feedback ®Jessica Ayers | Jacob Summers | Molly McPherson

How Social Media Changes PR Practice

Research

Reading what people blog about your company

Your company’s online identity

Planning

How to personally reach people with the new market

How to get people to interact online

Implementation

Twitpitch, Social Media Release

Pitching to bloggers

Evaluation

Online surveys, 24/7 reactions, immediate feedback

THE SIGNIFICANCE to PR How PR Students Should Prepare Fight fire with fire, do online research Webinars, Web conferences, Learn from the best Keep up with how businesses are adapting Read, read, READ! Blogs, online newspapers and twitter feeds Practice makes perfect Create accounts and experience twitter, blogging and virtual life ®Jessica Ayers | Jacob Summers | Molly McPherson

How PR Students Should Prepare

Fight fire with fire, do online research

Webinars, Web conferences,

Learn from the best

Keep up with how businesses are adapting

Read, read, READ!

Blogs, online newspapers and twitter feeds

Practice makes perfect

Create accounts and experience twitter, blogging and virtual life

THE SIGNIFICANCE to PR How Social Media is Taught Integrating social media into writing courses Encouraging students to participate in PR social networks and blogs Conducting research on social media’s effects Creating online accounts to connect students and teachers Offering classes like Platform Online Magazine ®Jessica Ayers | Jacob Summers | Molly McPherson

How Social Media is Taught

Integrating social media into writing courses

Encouraging students to participate in PR social networks and blogs

Conducting research on social media’s effects

Creating online accounts to connect students and teachers

Offering classes like Platform Online Magazine

THE SIGNIFICANCE to PR How does Platform fit in with Social Media? We use multiple social media networks We cater to an audience adept in social media We need to use these cutting-edge resources to promote our publication We would like you to help us fill gaps in our social media use, in our social media promotion and in our fund-raising opportunities through completing a situation analysis ®Jessica Ayers | Jacob Summers | Molly McPherson

How does Platform fit in with Social Media?

We use multiple social media networks

We cater to an audience adept in social media

We need to use these cutting-edge resources to promote our publication

We would like you to help us fill gaps in our social media use, in our social media promotion and in our fund-raising opportunities through completing a situation analysis

THE SIGNIFICANCE to PR Situation Analysis A snapshot view of the company Elements: Mission/Goals of the company History/timeline Organizational structure Past communication efforts Priority publics Environment the company works in ®Jessica Ayers | Jacob Summers | Molly McPherson

Situation Analysis

A snapshot view of the company

Elements:

Mission/Goals of the company

History/timeline

Organizational structure

Past communication efforts

Priority publics

Environment the company works in

THE SIGNIFICANCE to PR Situation Analysis SWOT analysis Strengths & Weaknesses Opportunities & Threats PR problem/opportunity statement Using the problem/opportunity statement, create a plan to implement in response Create measurable, time-specific strategies, objectives and tactics for a communication plan for the company ®Jessica Ayers | Jacob Summers | Molly McPherson

Situation Analysis

SWOT analysis

Strengths & Weaknesses

Opportunities & Threats

PR problem/opportunity statement

Using the problem/opportunity statement, create a plan to implement in response

Create measurable, time-specific strategies, objectives and tactics for a communication plan for the company

Thank You. ®Jessica Ayers | Jacob Summers | Molly McPherson

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