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Pr 2.0

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The communicator's role must evolve to a more open structure in support of the public's abilities enabled through Web 2.0 technologies - the new 'YOU'ser model must be embraced!

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Pr 2.0

  1. 1. We will share . . . Information regarding some of the technologies characteristic of Web 2.0 & (hopefully) inspire . . . Some food for thought on how to incorporate Some of them Disclaimer . . . Jargon will be used Web 2.0 can transform how we participate with our audience - that is, if we are willing to listen!
  2. 2. Defining Web 2.0 http://www.knowledgeinfusion.com:8080/coe/blogs/infuser/2007/10/15/what-is-web-20
  3. 3. Google Maps – A Web 2.0 Poster Child <ul><li>Accessible Information through web browser applications (use on computer, PDA or other). </li></ul><ul><li>Users can manage their own information by adding waypoint, mapping directions, etc. </li></ul><ul><li>Users participate and add value for others by adding elements such as 3D visual effects or other </li></ul><ul><li>It’s easy to use – even for the least tech savvy user. </li></ul>
  4. 4. AUDIENCE & CONTEXT <ul><li>Tweens and Nex Gen </li></ul><ul><li>- the most connected generations ever </li></ul>Video games Social Networks Internet Mobile Devices
  5. 5. <ul><li>Can older audiences be far behind? </li></ul><ul><li>It’s easier to use, and </li></ul><ul><li>Convenience driven </li></ul>Internet Mobile Devices Video games Social Networks
  6. 7. Web 2.0 has changed the rules of engagement for communicators – truly embracing the ‘public’ of public relations!
  7. 8. The Web 2.0 ‘You’ser Model <ul><li>Online user roles are now more diverse and complex </li></ul><ul><li>Users have been provided new tools to extend their online identify </li></ul>
  8. 9. The structure remains intact Goal States Structure & Process External Inputs & Outputs Internal to Organization (adaptable to stimuli) <ul><li>Environmental Variations </li></ul><ul><li>Research & Analysis </li></ul><ul><li>Public Desire & Needs </li></ul>
  9. 10. The rules have changed! Communicators must shift from an “us vs. them” to a “we” mentality. Traditional communications is being eclipsed by communications 2.0. As guardians of organizations, we need to moderate & co-create the overall business experience.
  10. 11. <ul><li>Web 2.0 is driving a </li></ul><ul><li>revol-YOU-sion! </li></ul>
  11. 12. The lure of the web is compelling… beckoning us to Communicate, Collaborate & Commemorate!
  12. 13. Providing a Sense of Belonging…
  13. 14. <ul><li>Connecting us … </li></ul>
  14. 15. What are these new tools? <ul><li>Social Tagging – or Folksonomy is becoming an alternative method of search and cross-linking </li></ul><ul><ul><li>del.icio.us – browser bookmarks </li></ul></ul><ul><ul><li>Flickr.com – photo sharing </li></ul></ul><ul><ul><li>Digg.com – news ranking </li></ul></ul><ul><li>User driven and defined – community benefit is only derived with participation </li></ul>
  15. 16. Del.icio.us
  16. 17. Digg (crowdcasting) <ul><li>You submit news </li></ul><ul><li>Others read it and vote on it </li></ul><ul><li>Popular news gets to the top of the pile </li></ul>
  17. 18. Google Docs (collaborative writing)
  18. 19. Syndication (RSS)
  19. 21. Benefits of Syndication? <ul><ul><li>Outbound </li></ul></ul><ul><ul><ul><li>Communicate & keep other up-to-date </li></ul></ul></ul><ul><ul><ul><ul><li>Syndicate your communications </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Aggregate content sources into your site </li></ul></ul></ul></ul><ul><ul><li>Inbound </li></ul></ul><ul><ul><ul><li>Watch-lists </li></ul></ul></ul><ul><ul><ul><li>Competitor/customer intelligence </li></ul></ul></ul><ul><ul><ul><li>Audience opinions and interests </li></ul></ul></ul><ul><ul><ul><li>Trend tracking </li></ul></ul></ul>
  20. 22. Newsroom and Service Bureau
  21. 24. Blog vs Website Website Blog Style Interactivity Connect post-Browser Diary Editorial Style Trackback Or Comment Syndication “ Deeplinking” RSS Readers (email, iTunes) Corporate Writing Style Discussion Forums Linking/SEO Mobile web
  22. 25. <ul><li>Forrester Research indicates that </li></ul><ul><li>Blog readership in the United States </li></ul><ul><li>has dramatically increased from </li></ul><ul><li>4% in 2004 to </li></ul><ul><li>29% in 2006. </li></ul>
  23. 26. User Driven and Sustaining <ul><li>Pervasiveness of Blogs and Wikis are based on grass roots publishing of content </li></ul><ul><li>Mirrors the early days of the internet – newsgroups, and ego sites, incorrect information </li></ul><ul><li>Connectedness of content and users - not search engines - determines the potential audience </li></ul>
  24. 27. Blogs
  25. 28. Do we really want to hear it? <ul><li>Listening can help us increase our brand by: </li></ul><ul><li>Getting to know our audiences & their desires (market research) </li></ul><ul><li>Collaborating ideas with our audiences </li></ul><ul><li>Modifying our structure and processes to ensure we reach our goal states (Morphogenisis) </li></ul><ul><li>Applying what we learn to start predicting outcomes & developing responsive strategic plans to address them (plus we catch problems early enough to respond) </li></ul><ul><li>How we engage the conversations will determine the outcome… </li></ul>
  26. 29. CASE STUDY – PR/Marketing 2.0
  27. 30. Collaborate and Belong
  28. 31. What does Grilling have to do with a Wiki?
  29. 32. What else is going on? http://weber.com/bbq/ http://www.jnj.com/index.jsp http://www.pg.com/en_US/index.jhtml
  30. 33. Inspiration for you?
  31. 34. <ul><li>Get familiar (play personally or professionally) </li></ul><ul><ul><ul><li>Review big brand sites </li></ul></ul></ul><ul><ul><ul><li>Find others to muse with </li></ul></ul></ul><ul><ul><ul><li>Create a google doc with your colleagues as an experiment </li></ul></ul></ul><ul><ul><ul><li>Create a sandbox to play in </li></ul></ul></ul><ul><ul><ul><li>Become a part of a group </li></ul></ul></ul><ul><ul><ul><li>Sign up for a news reader account </li></ul></ul></ul><ul><ul><ul><li>Create a blog </li></ul></ul></ul><ul><ul><ul><li>Learning 2.0 - the ‘23 Things’ program </li></ul></ul></ul><ul><ul><li>I NEED ONE VOLUNTEER TODAY </li></ul></ul>
  32. 35. <ul><li>A Provocative Moment: </li></ul><ul><li>Where will these folks be in 5 years? </li></ul><ul><li>How will business address their needs? </li></ul><ul><li>http://www.youtube.com/watch?v=dGCJ46vyR9o </li></ul>
  33. 36. <ul><li>“ If you don't like change , you're going to like irrelevance </li></ul><ul><li>even less” </li></ul><ul><li>General Eric Shinseki, Retired Chief of Staff, US Army </li></ul>
  34. 37. Coordinates <ul><li>Tracy Annicchiarico </li></ul><ul><li>Communications Manager & </li></ul><ul><li>Senior Online Research Specialist </li></ul><ul><li>[email_address] </li></ul><ul><li>780.413-8288 ext. 126 </li></ul><ul><li>1.877.837.5087 </li></ul>

Editor's Notes

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