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Navigating the Social Media Maze. IABC/Houston ESIG June 12, 2008. Today’s Panel. Pam McConathy Principal Foresight Communications Group Alan Deeter Account Director Spur Digital Christy Lee Account Manager Storyteller Communications. Program Outline. Introductions

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Navigating the Social Media Maze

IABC/Houston ESIG

June 12, 2008


Today’s Panel

  • Pam McConathy

    Principal

    Foresight Communications Group

  • Alan Deeter

    Account Director

    Spur Digital

  • Christy Lee

    Account Manager

    Storyteller Communications


Program Outline

  • Introductions

  • Background/History Social Media

  • Some Social Media Tools

  • Changing Communications Landscape

  • Context for Communicators

  • Examples and Case Studies

  • Takeaways


The times, they are a changin’


We are living in a digital world!


Themes for Corp. Comm. Next Five Years


Themes for PR Next Five Years


The Changing Media Landscape

  • Declining print readership

  • Shifting focus of broadcast outlets

  • Audiences moving to online information sources

  • Emergence of mobile and global media market

  • Outlets are sharing stories = fewer story slots

  • Smaller, overworked, confused staffs

  • The age of “infotainment”

  • Growth of Social Media – blogging, shared information sites, online communities


Today, messages are born and disseminated without controls.


Social Media is about connection, not content.


Audiences are shaping brands.


Audiences are converging.


Communicators are just nowramping-upon social media.


We are all on the same team.


IBM’s Social Media Lab

Studying social networking in-house (2 yrs):

  • Dogear (like Del.icio.us) social bookmarking

  • Blue Twit (like Twitter) microblogging

  • Beehive (like Facebook) 30,000 users and top executives

    Drivers:

  • Global company; 400,000 employees

  • Social tools enable personal connections

  • Help strengthen far-flung teams

  • Recruiting and retention

  • Competition

  • Leadership positioning

    Goal: Boost sharing of knowledge and expertise, and ultimately innovation


More Examples

Best Buy

  • Blue Shirt Nation (employee social networking)

    British Telecom

    • Wikis (Wikipedia technology)

      • Write software, map cell-phone base stations, launch branding campaigns

      • Company spots teams that form organically, find idea generators


Recap: Takeaway Tips

  • Assess needs/preferences of your audiences; organization temperature

  • Experiment yourself and learn

  • Work within client/company limitations

  • Accept transition (it’s messy)

  • Align efforts with organizational goals

  • Use the right tools for the job

  • Champion effective communications first; social media tools, second


Self-Branding/Marketing

  • LinkedIn

  • Twitter

  • Facebook

  • MySpace


“It is not the strongest of the species

that survives, nor the most intelligent,

but the one most responsive to change.

— Charles Darwin


BusinessWeek.com (June 2, 2008 issue)

prfirms.org

ragan.com

wikipedia.com

wired.com

many-eyes.com

Blog and Be Heard

“Bayou City ESIGGER;” Post Your “Top Three”

http://houstonesig.x.iabc.com

Sources


Q & As


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