PR Opportunities In the

Web 2.0 Brave New World of Social Media

PR 1.0

Company

Messages/Website

Reporters / Editors for Media Placement

Target Audience

The Internet – Web 1.0

Networked Generation Driving a Radical Shift In Media Consumption

• Sixteen to 24 year olds are spurning television, radio and newspapers in favor of online services

• 70% use social networking sites

Source: 2006 Ofcom Report

Traditional Media Losing Market Share

• Box Office: down by 7% this year (tickets per capita have fallen every year since 2001)

 

• Newspapers: circulation, which peaked in 1987, is declining faster than ever and is down another 2.6% so far this year 

• Radio: down 4% this year alone, continuing a multi-decade decline

• Magazines: Ad revenues are up a bit although the number of ad pages is flat (they're charging more per page). Circulation is also flat, while newsstand sales are at an all-time low 

TV: As channels proliferate and the audience fragments the rating of the average show continues to decline.

What’s Next Online?

Social networkers are increasingly turning away from traditional media and toward their peers for information and product recommendations. 

This sea change provides marketers with a new and exciting opportunity to reach consumers by initiatives that weave best practices from social networks and online commerce.

By welcoming consumer participation throughout the marketing process, companies can engage consumers at deeper level and achieve their sales and marketing goals. 

Source: s-commerce: beyond MySpace and YouTube

Web 2.0

Web 1.0  Web 2.0

domain name speculation search engine optimizationDoubleClick Google AdSenseOfoto Flickrmp3.com NapsterBritannica Online Wikipediapersonal websites bloggingpublishing participationcontent management systems wikisdirectories (taxonomy) tagging ("folksonomy")stickiness syndication

Source: O’Reilly

Source: O’Reilly

Markets are Conversations

Consumer visits to social networking sites have increased 109 percent since 2004

“It’s stupid to just advertise on MySpace and assume you are a social marketer. You need to get your customers involved and associated with your brand.”Source: Beyond MySpace and YouTube

Marketers having the most success are using a combination of

• branded micro-sites

• customer reviews

• forums

• peer-to-peer transactions

• product blogs

• user-generated content projects

Graying of MySpace

46% of MySpace's

US-based visitors

are now 35 and older

The New PR Approach

The LDMI

Model

1. ListenUse syndication technologies and processes to listen to the

market and online conversations

2. DeliverWin attention by crafting high-impact syndication content and delivering it using syndication

tools

3. MeasureMeasure your impact using online

measurement tools and then optimize your activities

4. InteractFacilitate and join onlineconversations, directly

interact with your audiencesusing syndication

principles

Participation and conversation are the key

• Online News• Educational Articles• Syndication with RSS Feeds• Add comments and reviews• Blogs• Images• Podcasts• Videocasts

Listen

Reading News Online

Blog Posts About Shielding Lotion last 6 months

Content Syndication

Publisher creates the RSS file and places it online

Internet end-users

Other sites and systems

Search engines and directories

Content consumers subscribe to the feed and retrieve its content whenever they want

Add Social Media Elements

Make It Easy to Subscribe

Tagging

Syndication Gets Your News Out Across the Web

US Olympic Committee

Due to lower TV viewership, they are looking to online social media for Beijing and Vancouver

JuiceCaster Media Box

Other Resources

Sally’s Bloghttp://falkow.blogsite.com

Internet Marketing Newshttp://www.expansionplus.com/news/index.php

Six Part Series:RSS Strategy, Search and Social Media http://www.press-feed.com/results/adoption/index.php

Whitepapers, tutorials, case studyhttp://www.press-feed.com/conference