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The Public in the Machine Using the Latest Online Tools That Put PR in the Driver’s Seat Ed Schipul Schipul - The Web Marketing Company www.schipul.com

Online trends for communicators and PR professional

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Page 1: Online trends for communicators and PR professional

The Public in the Machine

Using the Latest Online Tools That Put PR in the Driver’s Seat

Ed SchipulSchipul - The Web Marketing Company

www.schipul.com

Page 2: Online trends for communicators and PR professional

A virtual conference on the RPG Second Life

Page 3: Online trends for communicators and PR professional

Humans in the Machine

Page 4: Online trends for communicators and PR professional

How’d They Get In There?

‣User-generated content rules

‣Why do these new PR trends matter?

‣Naked Conversations - the new PR

Page 5: Online trends for communicators and PR professional

The Internet as a Conversation

Source: http://www.sifry.com/alerts/archives/000493.html

Page 6: Online trends for communicators and PR professional

Yes, and ...

Page 7: Online trends for communicators and PR professional

User-generated content

‣ USERS add and edit content

‣ Relinquishing control

‣ Joining the conversation

Distributed authoring means:

Source: http://www.sifry.com/alerts/archives/000493.html

2. Engadget (www.engadget.com)

2. BoingBoing (www.boingboing.net)

3. Gizmodo (www.gizmodo.com)

4. LifeHacker (www.lifehacker.com)

Page 8: Online trends for communicators and PR professional

Levi commercials put your face on it!

Levi’s allowed users to create their own videos with their faces and alternate endings

- Funniest videos won $100 gift cards

Watch an ad: http://www.youtube.com/watch?v=SPNPYkl20mc

Page 9: Online trends for communicators and PR professional

ThreadlessThousands of users create, vote on and buy

the t-shirts they like best!

www.threadless.com

Page 10: Online trends for communicators and PR professional

Lather up!Dove gets user-submitted commercials to air

during 2007 Academy Awards

http://www.dovecreamoil.com/

Page 11: Online trends for communicators and PR professional

Welcome to the Blogosphere

•How do Blogs make good PR sense?

‣Interactive

‣Conversational

‣Cost-effective

‣Powerful connectors

http://www.blogmaverick.com/

Page 12: Online trends for communicators and PR professional

Walmarting Across America

Disclosure is key!

Lessons learned:

• Blog integrity matters• Don’t be a flogger• Transparency!www.walmartingacrossamerica.com

Page 13: Online trends for communicators and PR professional

What does the Blogosphere say about

you?

Technorati search: www.technorati.com

Google Trends search: http://www.google.com/trends

Page 14: Online trends for communicators and PR professional

Podcasting makes for good PR

‣Go beyond the press release

‣Get creative with ‘Golden Tickets’ to encourage regular listeners

http://www.forimmediaterelease.biz/ http://www.podshow.com/

Page 15: Online trends for communicators and PR professional

Supreme efficiency with RSS

Page 16: Online trends for communicators and PR professional

Opportunities in the New PR

•Focus on strategy

•It is a conversation - you have a voice

•PR is truly PUBLIC relations

Page 17: Online trends for communicators and PR professional

Recommended• Micropersuasion Blog (

www.micropersuasion.com)

• IdeaGrove Blog (www.ideagrove.com/blog)

• Richard Edelman 6 A.M. Blog(http://www.edelman.com/speak_up/blog/)

• Naked Conversations book

• The World is Flat book

Page 18: Online trends for communicators and PR professional

Opportunities in the New PR

•Humans in the Machine - think Strategy

•It is a conversation - “yes, and”

•PR is truly PUBLIC relations

Page 19: Online trends for communicators and PR professional

Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company

www.schipul.comwww.brandtobedetermined.com

v. (281) 497.6567