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Power to the People: How Social Media Tactics Shape
Global Public Relations Strategies
Katerina Tsetsura, Ph.D.Gaylord College of Journalism and Mass Communication
University of Oklahoma, USA
2009 European Public Relations Congress, Kiev, Ukraine
CRISIS… NOW WHAT?
(Re)Building Trust
Treat employees well Produce quality products/services Have transparent business practices Communicate frequently and honestly
Trust is Crucial BUT What about transparency?
Every company is a media company BUT Who has a voice?
Everyone says something BUT Who is heard?
Everyone uses social media BUT What is professional? ethical? legal?
ПР-и-знание Новых Правил
Everyone Talks
Over 25 million regular blogs in the USA in 2008 Projected over 38 million by 2013
Over 5 million tweets posted each day Over 4 billion SMS sent daily
Social Network Eco-System
8
NEED STATS
Twitter: a Cinderella Story
March, 2006 Twitter was created March 2007 From 20,000 to 60,000 uses per day March, 2009 Monthly growth is 1,382 % April, 2009 Ashton Kutcher hits 1 million July, 2009 First lawsuit filed over a tweet October, 2009 Liz Taylor, 77, announces her heart
surgery, asks for prayers @DameElizabeth
Shaping Strategies: Using Social Media For Engaging publics Uniting for a common cause Mobilizing activists quickly and efficiently Influencing policies Demanding social change Dealing with customer complains
Пример: Отказ от контроля иприглашение к сотрудничеству
С новыми силамипотребители могут сэнтузиазмом говоритьо компании, услугах ипродукции
Пример: Слушаем общественныепроблемы
Активное участие вглобальном проекте. Форум дляпотребителей икритиков.
Пример: Быстрая мобилизацияактивистов
Пример: Найти и объединитьэнтузиастов
Пример: Как решитьщекотливый вопрос
CUSTOMER COMPLAINS FOR DUMMIES
Post a Bad Review
Get Creative! And Get Famous!
Complain on Twitter –but Be Careful Complained at 6:22 AM Jul 14th from web “Travelzoo @tsetsura So sorry to hear you
had a bad experience! Please DM us detailing your complaint and we'll address it with the hotel.8:38 AM Jul 14th
Public Engagement
Trust is crucial Transparency is a must
Getting me on board…
Blogs vs. Flogs
Technorati survey 2008
Latest U.S. developments
FTC Seeks to Restrict Gifts to Bloggers Celeb endorsements should be clear Law suits over Twitter posts
Social Media First?
How do we learn about all these success stories? When traditional media cover them!
How do they learn? Do they learn? Who are they? Do we care?
Billion-гри́вна questions!
WATCH OUT FOR…
Know your APIs
Know your Apps Tylenol sleep tracker Branded Tylenol application
Know one-stop shops Helloflight. com
Raveable.com
Tweetgrade.com
Global Revolution in China235 million Chinese Internet Users
• 75% are urban, educated
• 80+% are 15 – 35 years old
60+ million active blogs
• 80+ million active BBSers
• 80% of Chinese sites have BBS sections
• 3 billion registered BBS users
• 1.6 billion daily page views; 10 million daily posts
600 million mobile subscribers
• 5 – 10 million new subscribers a month
Premier Wan Jiabao on Facebook
For more information,visit www.instituteforpr.orgorcontact Dr. Katerina Tsetsuraemail: [email protected]
THANK YOU!
Extra Slides (not for show)
2009 Edelman Midyear Trust BarometerMOST TRUSTED INSTITUTIONS: NGOs USA, UK, Germany, France
Business India
Government China
PR professionals“I think it can be a fuzzy line. It's hard to know if
they do or they don't [pay] unless you are with the company working with the magazine or newspaper to advertise in a unique way. Sometimes it's just a matter of reading the small print - although sometimes - it's VERY small for a reason.”
“This happens with increasing frequency because so many media outlets face greater competitive and profit pressures than ever. However, such a model of pay for play is not sustainable - without sacrificing credibility.”
Latest trends in the U.S.A.?
2009 Edelman Midyear Trust Barometer
Technology is the most trusted industry
in the USA, UK, Germany, India, China
