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Ispra tel aviv

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  1. Ispra tel aviv How Social Media Changes PR Tel Aviv Nov. 28, 2011

  2. 60 Years of Broadcast <ul><li>Messaging </li></ul><ul><li>Targets </li></ul><ul><li>Top-down </li></ul><ul><li>One-directional </li></ul><ul><li>A day was fast </li></ul> 60 Years of Broadcast <ul><li>Messaging </li></ul><ul><li>Targets </li></ul><ul><li>Top-down </li></ul><ul><li>One-directional </li></ul><ul><li>A day was fast </li></ul>

  3. Why Change? <ul><li>Distrust of institutions </li></ul><ul><li>Negative image of PR </li></ul><ul><li>Distrust of marketing messages </li></ul><ul><li>Cheap, scalable new tools </li></ul> Why Change? <ul><li>Distrust of institutions </li></ul><ul><li>Negative image of PR </li></ul><ul><li>Distrust of marketing messages </li></ul><ul><li>Cheap, scalable new tools </li></ul>

  4. Decade of Disruption <ul><li>Monolog-to-dialogue </li></ul><ul><li>All institutions upended </li></ul><ul><li>Real-time news </li></ul> Decade of Disruption <ul><li>Monolog-to-dialogue </li></ul><ul><li>All institutions upended </li></ul><ul><li>Real-time news </li></ul>

  5. New Conversational Era <ul><li>Peer-to-peer nets </li></ul><ul><li>Speed of web </li></ul><ul><li>Filters decline </li></ul><ul><li>Here to stay </li></ul> New Conversational Era <ul><li>Peer-to-peer nets </li></ul><ul><li>Speed of web </li></ul><ul><li>Filters decline </li></ul><ul><li>Here to stay </li></ul>

  6. PR’s Changing Role <ul><li>Broadcast </li></ul><ul><li>Send messages </li></ul><ul><li>Control </li></ul><ul><li>Customer as target </li></ul><ul><li>Make people want </li></ul><ul><li>Conversation </li></ul><ul><li>Listen & respond </li></ul><ul><li>Engage </li></ul><ul><li>Customer as heart </li></ul><ul><li>Serve wants </li></ul> PR’s Changing Role <ul><li>Broadcast </li></ul><ul><li>Send messages </li></ul><ul><li>Control </li></ul><ul><li>Customer as target </li></ul><ul><li>Make people want </li></ul><ul><li>Conversation </li></ul><ul><li>Listen & respond </li></ul><ul><li>Engage </li></ul><ul><li>Customer as heart </li></ul><ul><li>Serve wants </li></ul>

  7. A Few Good Stories

  8. The Rackspace Weapon

  9. Rob La Gesse <ul><li>‘ We essentially changed how we market. We cut expenses & tripled revenue & users. ’ </li></ul> Rob La Gesse <ul><li>‘ We essentially changed how we market. We cut expenses & tripled revenue & users. ’ </li></ul>

  10. . From Dell Hell to Listen & Respond

  11. . Richard Binhammer ‘ How can any organization not want to connect more closely with its customers?’

  12. . Ford Gets Social

  13. . Scott Monty <ul><li>‘ PR people must overcome their instincts to send mass emails, invites & releases. ’ </li></ul>

  14. . SAP: ‘We’re Staying’

  15. . Thought Leaders

  16. . Scott Cook <ul><ul><li>‘ A brand is no longer what we tell consumers it is. It’s what they tell us it is.’ </li></ul></ul>

  17. . Tom Foremski “ Every company is now a media company. So is every person”

  18. . Chris Brogan ‘ Before, it was only big business, the media or government who had a voice. Now, it’s anyone. ’

  19. . KD Paine       ‘ Social Media provides an infinite number of potential media outlets.’ .

  20. . Takeaways

  21. . Takeaways <ul><li>Join the conversation. Do it now . </li></ul><ul><li>Begin by listening </li></ul><ul><li>SM is business intelligence </li></ul><ul><li>It’s all media—you included </li></ul><ul><li>Join relevant communities </li></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc.

  22. . Takeaways <ul><li>Begin by listening </li></ul><ul><li>Post interesting or useful content </li></ul><ul><li>Go where customers hang out </li></ul><ul><li>Be a human not a brand </li></ul><ul><li>Tell stories [nonfiction] </li></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc.

  23. . More Takeaways <ul><li>Share. It’s the network </li></ul><ul><li>Understand your business goal </li></ul>Confidential and Proprietary. © 2010 Bazaarvoice, Inc.

  24. . Results <ul><li>Happier customers/ lowered support costs </li></ul><ul><li>Reduced time-to-market </li></ul><ul><li>Lower marketing & ad costs </li></ul><ul><li>Elevated PR investment </li></ul><ul><li>Customer at the center </li></ul><ul><li>Higher revenue </li></ul><ul><li>Quality employees </li></ul>

  25. . Last Thought <ul><li>You’re a communications pro. </li></ul><ul><li>This is the Age of Conversation. </li></ul><ul><li>This is your time. Rock on. </li></ul>

  26. . Shel Israel [email_address] @ShelIsrael GlobalNeighbourhoods.net