Embed Size (px)
DESCRIPTION
In this presentation to PR practitioners, I talk about the importance of listening in an increasing loud social web. By sharing the Michael Phelps vs. Kelloggs meme, I’ll demonstrate the basics of using social media search tools to give practitioners the ability to be omnipresent online as a brand, and gain leverage by responding to community issues in a timely and personal manner.
Citation preview
If only you listened...How to thrive in our attention-strapped reality
kevin lim // cyberculturalist // 11th feb 2009
Getting started on the social web?
Figuring out how to make sense of EVERYTHING?
http
://w
ww.
bria
nsol
is.co
m/2
008/
08/i
ntro
duci
ng-c
onve
rsat
ion-
prism
.htm
l
OH-BOY!!
There’s a $@#*load of stuff out there...
Why are we blogging, tweeting, youtubing,
facebooking, blah-blah-ing?
Individual
Emotion
Others
Feedbackself-awareness
personality
communicate
communicate
Individual
Emotion
Others
Feedbackself-awareness
personality
communicate
communicate
Social Web = PUBLIC
INTIMACY
Individual
Emotion
Others
Feedbackself-awareness
personality
communicate
communicate
Closest thing toMIND READING!
Let’s look at someone we know about...
Who’s this guy? (1993)http://www.flickr.com/photos/23816756@N05/2763448273/
Michael Phelps (2008) via Linnette Alissahttp://www.flickr.com/photos/linnettealissa/2781087749/
Phelps on Kelloggs via Cranky Media Guyhttp://www.flickr.com/photos/crankymediaguy/3266421434/
Infamous Phelps Bong Hit Photo (2009)http://www.huffingtonpost.com/michael-shaw/reading-the-pictures-emth_b_163393.html
Phelps Kelloggs Remixed (2009)http://www.flickr.com/photos/siys/3257198119/
“breakfast of flakes” by Archer773 (2009)http://www.flickr.com/photos/45936529@N00/3255942817/
http://www.youtube.com/watch?v=ezVQr6p01dU
http://www.someecards.com/upload/sports/you_finally_have.html
“It's Tony the Orange Female Lion!” by USB Cablehttp://www.flickr.com/photos/usb_cable/3261592087/
“Kelloggs Boycott” by momishere91910http://www.flickr.com/photos/12526698@N03/3259417693/
http://www.huffingtonpost.com/cenk-uygur/kellogg-should-not-have-f_b_165091.html
Stock Drop
Twitter Spike
Kelloggs vs. Phelps meme-quake (Feb 2009)
TwitterSpike
TwitterSpike
Stock Drop
Stock Drop
Where does Public Relations come in?
Phases of Community Involvement
http://www.useit.com/alertbox/participation_inequality.html
Designing for the Social Web: The Usage Lifecyclehttp://bokardo.com/archives/designing-for-the-social-web-the-book/
Groundswell, Forrester Research, 2008
Social Technographics Ladder from Groundswell, Forrester Research, 2008
Social Technographics Ladder from Groundswell, Forrester Research, 2008
Basic Level of Online Engagement
Listen.
1. watch what people say about your brand
2. engage influencers
SocialMention.com
search.twitter.com
Reader.google.com
tweetgrid.com
TweetDeck desktop app
Graze... don’t consume everything!
"Like most Americans, and like Michael Phelps himself, we were disappointed in his behavior"
"Also like most Americans, we accept his apology. Moving forward, he remains in our plans."- Subway, 6th Feb 2009
Guess who this is. Clue: Occidental College freshman (Lisa Jack, 1980)
Thank youReach me via twitter at @brainopera
