Wilmington U Intro to PR -- Second Half -- Word of Mouse

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Cutting Through the Clutter

Using

NSPRA National Seminar – 2014M. Larry Litwin, APR, Fellow PRSA

© 2010

“Word of Mouse”

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Web 2.0

Doing what We Do evenbetter…using participatory

(social) media.

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First of Many Examples

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Discussion Points

• Social Media via YouTube®

• http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=channel

Social Media Revolution.flv

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OK!

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You just need to...

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WHY USE SOCIAL MEDIA ?

Drives Authenticity

Measures Return of Investment Produces Common

Threads

Builds Brand Loyalty

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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 yourmessage 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 consistentlook, feel, tone and message that support your strategic communication efforts and makes your message more effective and efficient.

Electronic Release Template

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Another Point of Emphasis

• Social media IS participatory media and

“Word of Mouse”

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The Social Landscape

The future is NOW!

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The Future is Now

The Future is Now

•

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The Future is Now

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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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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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Three-Step vs. Two-Step Flow

Three-Step Flow1. Credible endorser*2. Key communicator3. (Targeted) publics

*Source credibility

Two-Step Flow1. Mass-media

message carrier2. (Targeted) publics

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Three-Step vs. Two-Step vs.

One-Step Flow

or

1-2-1From organization directly to

(Targeted) publics

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Power of 1-2-1

How street vendors are using Twitter to drive offline traffic sales.flvHow street vendors are using Twitter to drive offline traffic sales.flv

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Power of 1-2-1

How street vendors are using Twitter to drive offline traffic sales.flvHow street vendors are using Twitter to drive offline traffic sales.flv

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Apps

• http://www.youtube.com/watch?v=kkcJvKt-zbA&feature=related

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Examples start here…

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Personalization vs. Customization

• Personalization = Mail merge (name only)

• Customization = Name (mail merge) –plus some some personal information: “Your wife, Nancy and teenage children, Julie and Adam, would love a week at the Marriott here in Hilton Head.”

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PR News Has Gone Social

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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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Inline (1-2-1) Attachment

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Inline 1-2-1

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Inline – Less formal

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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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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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TweetDeck®

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TweetDeck® – It’s portable

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Social Media Rankings

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Social Media Specialist: Melissa Jones

Package

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NewBalance RUN-dezvous

• 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

• 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?”

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Info Snack

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Info Snack

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Full article

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Full article – Page 2, etc.

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Effective 1-2-1

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Keeping Current

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The Future is Now

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What’s on YOUR mind???

• Understanding the MAC Triad Plus P&T• Audiences and messaging• Media challenges• Reaching Key Communicators and others

(niche audiences)• “Pitching”• 7 C’s of Communication• 6 C’s of Writing• Prepping the “C” suite

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Questions ???

M. Larry Litwin, APR, Fellow PRSAlarry@larrylitwin.comwww.larrylitwin.com

© 2014