Transcript Box Office

PR Opportunities
In the
Web 2.0
Brave New World of Social Media
PR 1.0
Messages/
Website
Company
Reporters /
Editors for
Media Placement
Target Audience
The Internet – Web 1.0
Networked Generation
Driving a Radical Shift
In Media Consumption
• Sixteen to 24 year olds are spurning
television, radio and newspapers in favor
of online services
• 70% use social networking sites
Source: 2006 Ofcom Report
Traditional Media Losing Market
Share
• Box Office: down by 7% this year (tickets per capita have
fallen every year since 2001)
• Newspapers: circulation, which peaked in 1987, is
declining faster than ever and is down another 2.6% so far this year
• Radio: down 4% this year alone, continuing a multi-decade
decline
• Magazines: Ad revenues are up a bit although the number
of ad pages is flat (they're charging more per page). Circulation is
also flat, while newsstand sales are at an all-time low
TV: As channels proliferate and the audience fragments the rating
of the average show continues to decline.
What’s Next Online?
Social networkers are increasingly turning away
from traditional media and toward their peers for
information and product recommendations.
This sea change provides marketers with a new and
exciting opportunity to reach consumers by
initiatives that weave best practices from social
networks and online commerce.
By welcoming consumer participation throughout
the marketing process, companies can engage
consumers at deeper level and achieve their sales
and marketing goals.
Source: s-commerce: beyond MySpace and YouTube
Web 2.0
Web 1.0
Web 2.0
domain name speculation
DoubleClick
Ofoto
mp3.com
Britannica Online
personal websites
publishing
content management systems
directories (taxonomy)
stickiness
search engine optimization
Google AdSense
Flickr
Napster
Wikipedia
blogging
participation
wikis
tagging ("folksonomy")
syndication
Source: O’Reilly
Source: O’Reilly
Markets are Conversations
Consumer visits to social networking sites
have increased 109 percent since 2004
“It’s stupid to just advertise on MySpace
and assume you are a social marketer.
You need to get your customers involved
and associated with your brand.”
Source: Beyond MySpace and YouTube
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Marketers having the most success are
using a combination of
branded micro-sites
customer reviews
forums
peer-to-peer transactions
product blogs
user-generated content projects
Graying of MySpace
46% of MySpace's
US-based visitors
are now 35 and older
The New PR Approach
1. Listen
Use syndication technologies
and processes to listen to the
market and online conversations
4. Interact
Facilitate and join online
conversations, directly
interact with your audiences
using syndication
principles
The
LDMI
Model
3. Measure
Measure your impact using online
measurement tools and then
optimize your activities
2. Deliver
Win attention by crafting highimpact syndication content and
delivering it using syndication
tools
Participation and conversation are
the key
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Online News
Educational Articles
Syndication with RSS Feeds
Add comments and reviews
Blogs
Images
Podcasts
Videocasts
Listen
Reading News Online
Blog Posts About Shielding Lotion
last 6 months
Content Syndication
Internet end-users
Publisher creates the RSS file
and places it online
Content consumers
subscribe to the feed and
retrieve its content
whenever they want
Other sites and systems
Search engines and directories
Add Social Media Elements
Make It Easy to Subscribe
Tagging
Syndication Gets Your News Out
Across the Web
US Olympic Committee
Due to lower TV viewership, they are
looking to online social media for Beijing
and Vancouver
JuiceCaster Media Box
Other Resources
Sally’s Blog
http://falkow.blogsite.com
Internet Marketing News
http://www.expansionplus.com/news/index.php
Six Part Series:
RSS Strategy, Search and Social Media
http://www.press-feed.com/results/adoption/index.php
Whitepapers, tutorials, case study
http://www.press-feed.com/conference