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Navigating the Social Media Maze

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

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  1. Navigating the Social Media Maze IABC/Houston ESIG June 12, 2008

  2. Today’s Panel • Pam McConathy Principal Foresight Communications Group • Alan Deeter Account Director Spur Digital • Christy Lee Account Manager Storyteller Communications

  3. Program Outline • Introductions • Background/History Social Media • Some Social Media Tools • Changing Communications Landscape • Context for Communicators • Examples and Case Studies • Takeaways

  4. The times, they are a changin’

  5. We are living in a digital world!

  6. Themes for Corp. Comm. Next Five Years

  7. Themes for PR Next Five Years

  8. 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

  9. Today, messages are born and disseminated without controls.

  10. Social Media is about connection, not content.

  11. Audiences are shaping brands.

  12. Audiences are converging.

  13. Communicators are just nowramping-upon social media.

  14. We are all on the same team.

  15. 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

  16. 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

  17. 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

  18. Self-Branding/Marketing • LinkedIn • Twitter • Facebook • MySpace

  19. “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. — Charles Darwin

  20. 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

  21. Q & As

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