Platform Presentation to Capstone Agency on Social/New Media

Platform Online MagazineThe Importance of Social Media in Professional Fields

®Jessica Ayers | Jacob Summers | Molly McPherson

INTRODUCTION


DEFINING SOCIAL MEDIA


A category of online tools that is based on user participation and user-generated content.


Online tools range in size, scope and function,

according to target audience.

Tools General Use Web Sites

Blogs

Social Bookmarks

Social Networks

Newsfeed Generators

Status Updaters

Gaming



Simplified, most tools fall into one of these

categories.

Categories Social Networking

Social Bookmarking

Social Notification

Social Event & Planning

Social Communication

Social Gaming


DEFINING SOCIAL MEDIAExamples of Social Media


DEFINING SOCIAL MEDIAWhy social media?


For Consumers

To get a large scope of information, such as news

To reach friends and family large distances away

For quality diversified entertainment

To work away from the office

DEFINING SOCIAL MEDIAWhy social media?


For Producers

To gather a large scope of information from users

To gauge perception and popularity

To correct misconceptions

To interact with customers

To reach target audiences otherwise not readily reachable



As a business, these sites serve…

…to add new professional tools.

…to help you gain a better understanding of the constantly changing national and global environment.



As a business, these sites serve…

…to help you understand your users, consumers and newcomers.

…to keep your perception fresh and vital to our economy – social media is a rapidly growing, evolving tool built for our rapidly growing, evolving communities.



The Beauty to Users

For any individual need, there is a compliant social media tool – each individual can have their own

specialized social tool to sort through information however they want. This eliminates the trouble of

matching IM clients, emails and websites. All of these still exist, but the individual – professional or personal –

no longer has to deal with the trouble.



The Beauty to You

As a professional, this allows you to develop a tool to your specifications to gain access to thousands of users or more, and directly contact them on their terms and

yours.

THE INDUSTRY


• PR & Media History

• Why Move To Social Media?

• What Does Social Media Do For PR?

• What Are The Dangers Of Not Moving To Social Media?

• Who Is Moving To Social Media?

PR & Media HistoryPre-18th Century

1425: Gutenberg printing press

1620: First newspaper printed in Amsterdam

Jessica Ayers | Jacob Summers | Molly McPherson

PR & Media HistoryLate 1700s

Books, newspapers and magazines

Ben Franklin’s “Silence Dogood” letters to achieve social change

Federalist Papers printed serially in magazines and newspapers

Media was untimely, inaccessible and effective only in educated circles


PR & Media History19th Century

1830: Telegraph

1852: First compulsory education act in Massachussetts

1876: Telephone

1890: Telephone wires installed in Manhattan

1897: Marconi invents wireless telegraph

Media moved toward timeliness and accessibility


PR & Media History20th Century

1912: Air mail

1916: Tunable radios

1920: First commercial radio station in Pittsburgh

1927: First electronic television

1933: FM Radio

1935: First telephone call made around the world


PR & Media History 1938: War of the Worlds radio broadcast causes mass chaos

1939: Coast-to-coast fax service

1939: Regular television broadcast begins

1940: First commercial television station

1948: Cable television becomes available in the US

1951: First color televisions go on sale


PR & Media History 1962: Telstar satellite transmits image across the Atlantic

1963: Audio cassette invented

1965: Vietnam War first war to be televised

1967: Newspapers & magazines begin to digitize production

1970s: ARPANET, precursor to the internet developed


PR & Media History 1973: VCR

1975: First desktop computer

1979: First mobile phone service

1980: New York Times, WSJ and Dow Jones put news databases online

1985: CD-ROMs and first laptop computer

1991: World Wide Web

1993: WWW made available for free, first ads appear on the internet


PR & Media History 1993: Brian Solis coins the term “PR 2.0” to describe the convergence of traditional

and social media in PR

1997: Nokia Communicator smartphone

1998: First downloadable content for mobile phones

1999: Napster

2004: Howard Dean is first presidential candidate to create a blog


PR & Media History 2007-2008: Barack Obama makes history using social media in his presidential

campaign


Why Move to Social Media?

Because social media is the current step in the evolution of media and PR will be left behind if the industry does

not capitalize on this latest opportunity


What does social media do for PR? Instant interaction with public

Public has instant interaction with you

Low cost media exposure

With the downturn of economy, companies must rely on brand loyalty - gained through personal relationships with a company - to retain customers

Monitoring of what is being said about your brand or product

A way of staying on top of news and consumer trends


What are the dangers of not moving to social media? Difficulty of monitoring what is being said about your firm

Loss of competitive edge

It doesn’t take long for the entire Web to be buzzing about something negative


Motrin Moms

Protest against Motrin ad began with a single “tweet” and escalated into a full scale online riot within hours as Motrin account executives enjoyed their weekend


www.globeandmail.com

www.twitter.com/jessicagottlieb

Twitter Feed


Motrin Moms

Embarrassing Apologies


Who is moving to social media? Most corporations and companies now have blogs posted on their Web site, written

by interns, employees and even CEOs

Many companies also have twitter accounts and MySpace and Facebook pages

Others are capitalizing on the influence of social media users to gain free exposure for their brand or product


Barack Obama


Barack Obama


Pepsi

“Today, I received three separate shipments, about 20 minutes apart delivered by courier service. I got two cases with empty cans showing off previous Pepsi logos and designs, and then finally I got a case with six full Pepsi cans showing the new design. Pepsi wanted me to know that they were doing something with their branding and their entire approach over the coming years. They even sent me a DVD to show me some history.”

“What’s interesting to me is that they reached out to me as one of 25 people to get this news. They presumed (correctly) that I’d blog about it. They figured I’d say something one way or the other.”


Pepsi

Nike


Others


THE SIGNIFICANCE to PRHow Social Media Changes PR Practice

• Research– Reading what people blog about your company– Your company’s online identity

• Planning– How to personally reach people with the new market– How to get people to interact online

• Implementation– Twitpitch, Social Media Release– Pitching to bloggers

• Evaluation– Online surveys, 24/7 reactions, immediate feedback


THE SIGNIFICANCE to PRHow PR Students Should Prepare

Fight fire with fire, do online research Webinars, Web conferences,

Learn from the best Keep up with how businesses are adapting

Read, read, READ! Blogs, online newspapers and twitter feeds

Practice makes perfect Create accounts and experience twitter, blogging and virtual life


THE SIGNIFICANCE to PRHow Social Media is Taught

Integrating social media into writing courses

Encouraging students to participate in PR social networks and blogs

Conducting research on social media’s effects

Creating online accounts to connect students and teachers

Offering classes like Platform Online Magazine


THE SIGNIFICANCE to PRHow does Platform fit in with Social Media?

We use multiple social media networks

We cater to an audience adept in social media

We need to use these cutting-edge resources to promote our publication

We would like you to help us fill gaps in our social media use, in our social media promotion and in our fund-raising opportunities through completing a situation analysis


THE SIGNIFICANCE to PRSituation Analysis

A snapshot view of the company

Elements: Mission/Goals of the company History/timeline Organizational structure Past communication efforts Priority publics Environment the company works in


THE SIGNIFICANCE to PRSituation Analysis

SWOT analysis Strengths & Weaknesses Opportunities & Threats

PR problem/opportunity statement Using the problem/opportunity statement, create a plan to implement in response Create measurable, time-specific strategies, objectives and tactics for a

communication plan for the company


Thank You.


Business

Platform Presentation to Capstone Agency on Social/New Media