© 2009 | New Media Strategies AN INDUSTRY IN FLUX, AMIDST A SHIFTING MEDIA LANDSCAPE

© 2009 | New Media Strategies

AN INDUSTRY IN FLUX, AMIDST A SHIFTING MEDIA LANDSCAPEAN INDUSTRY IN FLUX, AMIDST A SHIFTING MEDIA LANDSCAPE


NMS is the industry pioneer and market leader in social media marketing & measurement

Founded in 1999 by former political pollster and current CEO, Pete Snyder

Acquired by Meredith Integrated Marketing in 2007

10+10+Of innovation and defining social media marketing, metrics and best practices

PUBLIC AFFAIRSTEN YEARS

FIFTEEN HUNDRED CAMPAIGNS

Executed by NMS’ subject-matter experts across more than 60 industries

1,500+1,500+

90+90+Arlington, Los Angeles, New York, Chicago, North Carolina and San Francisco

NINETY EMPLOYEES

“New Media Strategies has changed the jargon of Web 2.0”

- wired magazine

NMS > Big Picture > Right Now > Best Practices > Closing NEW MEDIA STRATEGIES


OUR CLIENTS

Corporate

Entertainment

Public Affairs

Telecommunications

Intellectual Property

Automotive

Energy

Corporate Legislation

Media/Entertainment

Electoral Politics

Labor

Reputation Management

Mergers/Acquisitions

Environment

Non-Profit

NMSNMS > Big Picture > Right Now > Best Practices > Closing > Big Picture > Right Now > Best Practices > Closing


Skim Paper during News

Media Time Out

Morning Lunch Midday Commute Evening

Undivided Attention

Sta

te o

f M

ind

MorningTalk

Shows Check Headline

s

TV on in background

AM Radio

Radio During

ride home

Background TV during

dinner

* Source: National Journal Group, Washington in the Information Age

NMS > Big Picture > Right Now > Best Practices > Closing MEDIA CONSUMPTION IN 2003


Glance at magazine

s

Search the Web

Radio durin

g drive

Weather

Online

Undivided Attention

Sta

te o

f M

ind

Media Time Out

Morning Lunch Midday Commute Evening

Morning TV

Scan Late-Night emails

Skim email &

Facebook

Watch TV in office lobby

Watch YouTube or Hulu

Email & social

networking

Skim blogs at

lunch

Check email

Radio during

commute

News and sitcoms during dinner

Emails before bed

Read before

bedMobile

at stopligh

ts


NMS > Big Picture > Right Now > Best Practices > Closing MEDIA CONSUMPTION TODAY


WHY SOCIAL MEDIA MATTERS

• Blogs dictate MSM agenda

• Self selective nature of social media engages people at their

point of research

• The web is the world’s largest focus group – effective for

message testing and development

• 9 out of 10 Hill offices read blogs to prioritize issues for

their members – National Journal Group

“The netroots have been a tremendous

help to my campaign and a

huge inspiration to me personally.

I am where I am in large part because of their support.”-Daily Kos, Jim Webb

“The Web is about more than just

raising money. In many ways, it has

become a force multiplier.”-

Washington Post, February 3, 2008

“Voters are discounting advertising. They may be blocking out ads, relying more on personal exposure, information from social networks, alternative information sources like talk radio and the Internet,… It is the age of the Internet, cable TV,

YouTube, multiple news cycles in one day, and the need for really instantaneous response”- Karl Rove

NMS > Big Picture > Right Now > Best Practices > Closing


BLOG READING HABITS OF CAPITOL HILL

Communications Directors/ Press Secretaries

68%

70%Chiefs of Staff/Deputy Chiefs of Staff/Directors

47%

47%

42%

Legislative Directors/Senior Policy Advisors/Counsel

Legislative Assistants

Legislative Correspondents/Other




AN INDUSTRY IN FLUX, AMIDST A SHIFTING MEDIA LANDSCAPE

Adult consumers, legislators, activists and the media are utilizing new tools to impact the debate with respect to the tobacco industry

150 followers

1524 followers

123 followers

Small blog written by free- lance journalist

What started as a blog post to a limited audience and a tweet to 150 people, has already been broadcast to 10X that many people in less than a day



A quick glance online shows that the tobacco control movement has begun organizing online to various degrees of success and professionalism

TOBACCO CONTROL MOVEMENT WITHIN SOCIAL MEDIANMS > Big Picture > Right Now > Best Practices > Closing


SOCIAL MEDIA AMPLIFICATION OF TRADITIONAL MEDIA

Over a dozen tobacco control organizations used Twitter to distribute the Washington Post Article “Chances Bright for Legislation Seeking FDA Regulation of Tobacco” reaching over 12,000 of their supporters



CALLS TO ACTION

Activists are promoting calls to action with regards to tobacco legislation Social Media can help you identify new calls to action, track their support, and help mobilize support for your position



Harm Reduction awareness among adult tobacco consumers has increased nearly 200% over the past three months. This spike is driven primarily by Snus and E-Cigarett dialogue, rather than pending FDA legislation

HARM REDUCTION AWARENESS INCREASINGNMS > Big Picture > Right Now > Best Practices > Closing


Right Now – pockets of advocates are utilizing social media to influence FDA legislation (using social media to engage with Joel Nitzkin and Bill Godshall) and spread calls to action

SOCIAL MEDIA IS EMPOWERING ADVOCATESNMS > Big Picture > Right Now > Best Practices > Closing

ISSUES AND BRANDS DEFINED AT THE POINT OF RESEARCH

• Proactively monitor• Respect the

community when making edits

• Follow all standards and practices

• Understand reference policy

• Not a marketing venue



HOW SOCIAL MEDIA CAN HELP

•Listen and Learn• Identify opportunities to unify supporters• Inform communication strategies• Prepare for online and offline attacks• Identify shifts in political narratives

•Proactive Engagement and Organization• Frame issues and narratives before the opposition can put you on the

defensive• Organize supporters to strengthen their reach and impact – arm with

information and calls to action• Utilize known advantages to gain support within libertarian leaning

blogosphere (e.g., nanny state, aversion to tax increases, etc.)• Provide a rapid response capability


“ 85% of Americans using social media think companies should have an active presence in the social media environment. What’s even more interesting is that those users actually want the companies to interact with them while they are there”- coneinc.com


WHERE WE GO FROM HERERight Now > NMS > The Big Picture > Best Practices > Closing

LISTEN, ENGAGE AND RESPOND

DEVELOP A CONVERSATIONAL STRATEGY

BUILD RELATIONSHIPS

• Social media is creating direct and human connections between, activists, legislators, suppliers and the people who buy your products

• Communicate with all levels of the supply and sales chain to ensure full compliance

• Understand underage tobacco dialogue online before such behavior is used against you

• It takes time, dedication and mutual respect to build a lasting relationship• Despite the buzz, it is less about the technology and the platforms, and more about

the people


THANK YOU. QUESTIONS?

Pete SnyderWeb: www.newmediastrategies.net

Blog: www.newmediastrategies.net/blog

Twitter: www.twitter.com/PeteSnyder

Email: [email protected]

Phone: (703) 253-0050 x 111

Pres DavenportWeb: www.newmediastrategies.net

Blog: http://newmediastrategies.net/blog

Twitter: www.twitter.com/pdavenport

Email: [email protected]

Phone: (910) 679-4200


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© 2009 | New Media Strategies AN INDUSTRY IN FLUX, AMIDST A SHIFTING MEDIA LANDSCAPE