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CM443 B1 Spring 2013
New Media and Public Relations
Explores the effects of new media on the fundamental theories, models, and practices of public relations. Studies how websites, blogs, citizen journalism, social media, direct-to-consumer communication, podcasting, viral marketing, and other technology-enabled changes are affecting interpersonal, small group, and mass media relationships. Also covers and uses the interactive tools that are re-defining the practice of public relations. The course combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media.
Who am I?
Who are you?It was either this,
crisis communications, or ethics
“To be honest”
Used under Creative Commons licensing.http://www.flickr.com/photos/phoenixreguy/4809292076/
Pet Peeve #1
“Who gives a ____ about an Oxford comma?”
Pet Peeve #2
Writing Feedback1. You are writing for business, not academic! AP Stylebook is our textbook.2. Proof it! Read it aloud before you print and submit it. 3. Prove it! Back up any bold claims with data or citations. "People say?" Which people?4. Structure your work! Use section headers and typographic techniques to organize your thoughts.5. Remember the Rule of Three:
1. Tell 'em what you're gonna tell 'em2. Tell 'em3. Tell 'em what you told 'em
6. Less is more (to a certain point)!
"I would have written a shorter letter, but I did not have the time." - Blaise Pascal
I delete a lot of uses of "to be" and "to have" -- is and has are weak words, and often (though not always) passive.
7. That said, beware of pronouns. What is it? Who are they? If there's any chance of confusion, use the noun, not the pronoun.
8. Agreement is imperative:1. Tenses2. Plurality3. Subject/object/pronoun4. Parallel construction of sentences and vertical lists5. Grammatical person / narrative mode
9. Periods vs commas vs semicolons vs dashes10. Companies are singular 11. Data and media are plural
Pet Peeve #3: Crappy Writing
COURSE OVERVIEWCM443 B1 Spring 2013 – Week 1
Pet Peeve #4: Tweet, take notes – that’s fine. But pay attention. Your time, your dime…
http://www.gocomics.com/frogapplause/2012/01/16/
GradesComponent Points
Participation 15
Homework 20
Project 25
Midterm Exam 20
Final Exam 20
Score Grade
93-100 A
90-92 A-
88-89 B+
83-87 B
80-82 B-
78-79 C+
73-77 C
70-72 C-
68-69 D+
63-67 D
60-62 D-
Below 60 F
Participation & Homework
• Participation (15 points)– 7: Knowledge of readings and participation in class– 8: Interaction online via #bunewmedia hashtag
(curved) averaged with the change in your Klout score (kurved)
• Homework– 5 or 6 Homework assignments will be given out, each
worth 20 points– Can be re-submitted for up to two additional points
(not to exceed 20)– Will be averaged and rounded to generate point score– Grading is explained in each assignment
#bunewmedia
• Read articles sent around, especially those by me and Professor Quigley, but also by classmates
• Suggest your own readings / listenings
• Reply to or retweet thoughts that resonate or otherwise impact you (from both classes)
Required Reading
• Required: Subscribe to and read daily alerts:– RSS: http://feeds.feedburner.com/bunewmedia – Email: http://bit.ly/bunewmediasubscribe
• Required: Read the “Reading Assignment” emails/board and be prepared to speak in class!
• Required: Share links, content and thoughts using the #bunewmedia hashtag
• No textbooks, but…• AP Stylebook highly recommended – your writing
will be judged against it• Social Media Marketing by Dave Evans is also top
on the recommended reading list
Course Schedule
Course Schedule
Course Project
• Create an “online presence”– Blog– Podcast/videocast– Other platform
• Preliminary Project plan due 9/19• Mid-Semester Check in due 10/24• Final project due 12/5
Homework #1
In Week 2 of our class, we will explore ways of understanding new media from a number of different perspectives, or frameworks. Those frameworks include:
• Historical: How new media has evolved from old media• Organizational: How companies traditionally organize
communication efforts• Philosophical: The founding principles of social media• Procedural: The process of how organizations can become
social• Technological: The kinds and categories of social media tools• Functional: The key tactics and functions of new media • Analytical: Ways to justify your existence and measure your
effectiveness
Homework #1
• Select from among the list above your top three choices for frameworks you would like to research further. Send an email to [email protected] by the end of day on Thursday, September 6th, with your rank-ordered list of top-three preferred framework topics. For example:– Technological– Analytical– Functional
Homework #1
• I will review your preferences in light of other students and choose for you one topic. I will post the list of framework assignments by Noon on Friday, September 7th. I’ll do my best to give you your first preference, but if everybody avoids a particular topic I’ll have to assign it to someone. It’s not personal…
FRAMEWORK DISCUSSIONCM443 B1 Spring 2013 – Week 1
Frameworks of Understanding
– Historical: How new media has evolved from old media– Organizational: How companies traditionally organize
communication efforts– Philosophical: The founding principles of social media– Procedural: The process of how organizations can
become social– Functional: The key tactics and functions of new media – Technological: The kinds and categories of social media
tools– Analytical: Ways to justify your existence and measure
your effectiveness
HISTORICAL FRAMEWORKCM443 B1 Spring 2013 – Week 2
Homework Assignment #2
• Find and subscribe to at least 6 blogs relevant to new media, PR and, when possible, your own interests
• Write up a description of 3 of them (10 pts.)
• Choose one new media platform, tool, technology or network closest to your own interests and summarize it (10 pts.)
• Due next Tuesday!
Todd’s 5 Eras of Communication
1. Spoken Word
2. Written Word
3. Printed Word
4. Mass Media
5. Social Media
http://www.flickr.com/photos/darwinbell/155183682/
http://www.flickr.com/photos/burwash_calligrapher/6478042809/
http://www.flickr.com/photos/queen_of_subtle/4462520710/
http://www.flickr.com/photos/videocrab/116136642/
http://www.flickr.com/photos/aslanmedia_official/6292167103/
Used under Creative Commons licensing.
History of PR
• Ivy Lee – From progressive, idealistic journalist, inventor of the
press release and author of PR’s “Declaration of Principles”…
– To “Poison Ivy,” the mouthpiece for Rockefeller and attacker of Mother Jones
• Eddy Bernays– WWI Committee on Public Information– Perfector of the press release– Author of Propaganda, The Engineering of Consent and
Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)
– First to call himself a PR counselorhttp://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733
PR’s Roots
• Dig deep into the technology, culture and mindset of mass media and the one-to-many broadcast model that prevailed for most of the 20th Century.
• PR is deeply flawed because of this…
• But we’ll wait to the “Organization Framework” to talk about it…
http://www.flickr.com/photos/makasu/397792717/
Tomi Ahonen’s Seven Mass Media
1. Print2. Recordings3. Film4. Radio5. Television6. Internet7. Mobile
http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media: augmented reality.
http://www.flickr.com/photos/tncountryfan/6176358339/
Steve Case’s History of the Internet
1. Research (1970s)2. Pioneering (80s to Early 90s)3. Growth (Mid-90s)4. Hype (Late 90s)5. Despair (Early 2000s)6. Recovery (Mid-2000s)7. Boom (Late 2000s – Early 2010s)8. Rinse, Repeat
http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase
ORGANIZATIONAL FRAMEWORK
CM443 B1 Spring 2013 – Week 3
Kinds of Organizations• Government
– Steve Goldsmith’s Three Problems1. Responsiveness2. Efficacy3. Opacity
• Non-Profit– Most potential for real impact,
growth– Four key roles
1. Spokespeople2. Social media team3. Media relations team4. Media advocacy (public affairs)
team
• Private– Biggest budgets for real impact, growth– Not just the marketing / corp comms team, please!
http://significa.edelman.dev.auctollo.net/government-and-new-media-2/
http://www.flickr.com/photos/36498826@N02/4324885147
Organizational Infrastructure
• Management• Internal Communications & HR• Sales, Marketing and Corporate
Comm.• Customer Support• Product Development and
Engineering
Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588
The Anti-Social Organization
Fresh Ground, Inc.
The old model, or one reason why PR is flawed
MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense
The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA
The Risk of Over-Organization
We’ll tackle how to overcome these silos in the Procedural Framework discussion
The Risk of Silos
TALKING HEAD SYNDROME
Social media practitioners fall victim to three key ailments. This is one of them…
• If your public presence is disconnected from your business and unable to satisfy the demands of your community, you’re probably suffering from…
Fresh Ground, Inc.
The RealityThe Social Organization
Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
The Social OrganizationThe Reality
Fresh Ground, Inc.
The Social Organization
Fresh Ground, Inc.
A New Model
IdeateFlickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense
ShareFlickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense
ListenFlickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense
ChangeFlickr image uploaded by adam*bShared under Creative CommonsAttribution 2.0 GenericLicense
The Social Organization
• Empowers, trains and engages all relevant departments in social, not just “marcomms” people…
http://www.rackspace.com/blog/social-marketing-strategy/
THE PHILOSOPHICAL FRAMEWORK
CM443 B1 Spring 2013 – Week 3
We Just
• Talked About Old School vs New School
The Cluetrain Manifesto
http://www.cluetrain.com/book/95-theses.html
The Four Ts
Organizations need to understand and respect these four fundamental social media philosophical tenets:
• Technology• Time• Transparency• Trust
Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/ilmatte/1891092762/
Trust is Critical
Code of Ethics
http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/
5 Deadly Sins of Social Media
1. Unreported endorsements2. Improper anonymity3. Compromising consumer privacy4. Overly enthusiastic employees5. Using online community to get free
work
http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
What is Social Media?
• Social media is a set of channels, tools, philosophies and channels for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”
• Social media is not just a new way to communicate: it’s a new way to do business
• Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.
50
“Ultimately social media is not about the tools, technology and whiz-bang things. It’s
about culture and culture change.” - @ScottMonty
THE ANALYTICAL FRAMEWORK
CM443 B1 Spring 2013 – Week 4
The Three Os of Measurement
1. Outputs – Results of publicity efforts
2. Outtakes – How people think as a result of these outputs
3. Outcomes – How their behavior changes as a result of these outtakes
OKatie Paine, via
“Secrets of Social Media Marketing” Chapter 15
Seven Steps of Building a Measurement Program
1. Identify the community– Who do you have relationships with?– Who do you want relationships with?– Who are you reaching with this program
2. Define objectives for each community– At a high level, what are you trying to achieve?
3. Define measurement criteria– Create specific goals, or “conversion goals”, measured by real performance
numbers, percentage growth, share of revenue/voice, etc.– You must be able to tie these to your high-level objectives
4. Define your benchmark– Where are you starting from? Baseline metrics are critical!
5. Select a measurement tool– Both traditional and new media
6. Analyze, create action items & recommendations– Focus on what you can change
7. Make changes and measure again
“Secrets of Social Media Marketing” Chapter 15
Examples of High-Level Goals
• Learn something about customers we’ve never known before
• Tell our story to customers and have them share it
• Have more comments than posts• Get our customers to help each other• Create a new revenue channel• Improve our reputation online
Jeremiah Owyang, via“Secrets of Social Media Marketing” Chapter 15
Sample Basic Metrics
• Get on page one of SERPs for key industry term• Grow RSS or email subscriptions by 100%• Have an average of 3 comments per post• Increase the number of Facebook users “talking about”
our page by 75• Grow inbound links by 50• Have at least two blog and media mentions per week• Grow our Alexa ranking by 500 places by n date• Improve the sentiment so there are more positive
mentions than negative ones• Grow web traffic by 200%• Grow downloads or sales by 50% over next four months
“Secrets of Social Media Marketing” Chapter 15
Where Measurement Starts
SMART Goals–Specific
–Measurable
–Attainable
–Results-Oriented
–Time Bound
Slide courtesy of Kami Huyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives
Example Report
Example Report (Continued)
The Best Social Media Metrics*
1. Conversation Index – Ratio of posts to comments or replies
2. Amplification Rate – How many people share each post/update/tweet/etc.
3. Applause Rate – How many people “like,” “+1” or “favorite” each piece of content
4. Economic Value – Sum of short- and long-term revenue and cost savingshttp://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
Paul’s Favorite Metrics
• Page Views – Simple but easy, as long as you understand difference between views (or visits) and visitors
• Returning Visitors – How sticky is your site? Over time this becomes more important
• Pages Per Visit – Keep it trending upward; it’s another measurement of stickiness
• RSS Subscriptions – How many people read your blog on a regular basis (in theory)
• Referring Sites – Who’s sending you the most traffic, to where, and why?
• SERP – Where do you rank?• Search Terms – Use these to optimize your site content
Three Metrics In The News
1. Return On Investment2. Net Promoter Score3. Ad Value Equivalency3
Return On Investment• According to Wikipedia, ROI is “the ratio of money
gained or lost (whether realized or unrealized) on an investment relative to the amount of money invested.”
• There are two important variables in this equation:– Return – Investment
• There’s also a third vital term: Money.• Return is payoff as measured in revenue
generated or costs avoided
http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
Net Promoter Score
http://www.netpromoter.com/np/calculate.jsphttp://en.wikipedia.org/wiki/Net_Promoter
Ad Value Equivalency
• The calculation of space or time used for earned media (publicity or news content) by comparing it to the cost of that same space or time if purchased as advertising
http://www.crttbuzzbin.com/2012/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/
The Problem with AVE
1. AVEs do not measure outcomes
2. AVEs reduce public relations to media relations
3. AVEs fly in the face of integrated measurement
4. AVEs provide no diagnostic value
http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
Alternatives to AVE
1. Reach: the number of people exposed to coverage
2. Opportunities to See (OTS): Similar to reach, but counts multiple articles from single pub
3. Frequency: Average number of times a person has seen coverage
4. ROE: Return on Engagement?
http://www.prweek.com/uk/news/903837/AVE-debate-Measuring-value-PR/http://www.catherinelane.com/ave-is-a-dying-breed-but-what%E2%80%99s-the-alternative/
http://www.instituteforpr.org/2010/06/the-barcelona-declaration-of-research-principles/
http://www.flickr.com/photos/dougtone/4466249877/
The Barcelona Principles1. Goal setting and measurement are
important2. Media measurement requires quantity
and quality3. AVEs are not the value of public relations4. Social media can and should be
measured5. Measuring outcomes is preferred to
measuring media results (outputs)6. Organizational results and outcomes
should be measured whenever possible7. Transparency and replicability are
paramount to sound measurement
http://www.cipr.co.uk/content/news-opinion/presidents-blog/4912/barcelona-principles-the-end-of-ave-http://www.pr-media-blog.co.uk/measuring-pr-barcelona-style/
Homework Assignment #3
• Convince your boss that you need a social media presence
• Write a two-page memorandum that will be incorporated into the larger plan that the VP of marketing is assembling, containing:
1. One primary S.M.A.R.T.* goal for the business’s social media efforts2. A definition of your community (a.k.a., “target audience”) in terms
of 1-3 “buyer personas” (more on buyer personas here: http://bit.ly/BuyerPersonas )
3. The Content and Channel4. The Message5. The KPIs (for a little more on KPIs, visit
http://www.refresher.com/alrpmkpi2011.html )
• Each section is worth 4 points• Due next Tuesday!
THE FUNCTIONAL PERSPECTIVE
CM443 B1 Spring 2013 – Week 5
The Five Functions of Social Marketing
1. Listen2. Analyze3. Engage4. Influence5. Measure
http://www.rackspace.com/blog/social-marketing-strategy/
McKinsey’s Four Functions
• Monitor social channels for trends, insights– Brand monitoring
• Respond to consumers’ comments– Crisis management– Customer service
• Amplify current positive activity/tone– Referrals and recommendations– Fostering communities– Brand advocacy
• Lead changes in sentiment or behavior– Brand content awareness– Product launches– Targeted deals, offers– Customer input
http://www.mckinseyquarterly.com/Demystifying_social_media_2958
We’ll come back to these and drop them in a matrix for a deeper discussion of the process of social media.
The Groundswell LadderThe Psychographic / Personal Side of Social Media:
(How People Use Social Media)
2011
http://forrester.typepad.com/groundswell/2012/01/the-global-social-takeover.html
THE PROCEDURAL PERSPECTIVE
CM443 B1 Spring 2013 – Week 6
The Basic Questions
How do we start?
http://www.flickr.com/photos/npobre/2601582256/
The Basic QuestionsWhere are we going?
http://www.flickr.com/photos/tunruh/233316674/
The Basic Questions
How do we know when we get there?
http://www.flickr.com/photos/chokola/1229450683/
More Fundamental Questions
IS THIS TRIP REALLY NECESSARY?
or,
WHY SHOULD I CARE ABOUT NEW MEDIA AT ALL?
or,
HOW DO I SELL SOCIAL MEDIA TO MY BOSS?
We’ll revisit these questions later…
Diffusion of Innovations Theory
(or, the New Media Adoption Process)
Five Stages of Tech Adoption
The Marketer’s Arrow
The Sales Funnel
The Integrated Approach
http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel
The “New Marketing” Funnel
The McKinsey MatrixSocial media enables targeted marketing responses
at individual touch points along the consumer decision journey.
http://www.mckinseyquarterly.com/Demystifying_social_media_2958
THE TECHNOLOGICAL PERSPECTIVE + GETTING STARTED WITH CONTENT
CM443 B1 Fall 2012 – Week 6
The Risk of Embracing Tech
Social media practitioners fall victim to three key ailments. This is the second of them…
• If you are quick to adopt and embrace new tools, technologies and networks, you’re being smart, but, make sure you can explain why, or you might suffer from… SHINY OBJECT
SYNDROME
(Some) Content Rules
• Start with the why• Reuse• Define success• Speak human (but read tech)• Reimagine (but don’t recycle)• Share, solve, but don’t shill• Listen and learn
http://www.contentrulesbook.com/
I do some pretty egregious
paraphrasing here – the book
is better
Why is G+ On Top?
http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
Twitter Rules
http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
Twitter Rules
http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
Twitter Rules
http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx
Facebook Still Has the Edge
http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
Age Matters
http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
Different Age = Different Behavior
http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
Gender Matters…
http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
…Especially on Pinterest
http://mashable.com/2012/02/28/the-marketers-guide-to-pinterest-infographic/
But Men Are Coming Around
http://www.mediabistro.com/alltwitter/pinterest-twitter-facebook_b21888
Income & Education Differences
http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites
Google+
http://www.chrisbrogan.com/gplusinfographic/
