usc emerging technologies and public relations

Public RelationsEmerging Technology, Content, Audiences

PR professionals as content producers

• Mobile strategies

• Tablet content

• Social Media / participatory campaigns

• Community / channels / niches

The digital age• Lead, evolve,

adapt, innovate,experiment

• Technology

• Audience

• Media

Themes

• Personalized

• On demand

• Seamless screens

• Examples: [Amazon, Netflix, Hulu, Pandora, iTunes, etc.]

Personalization

• Social Media

• Facebook Twitterhashtags Flipboard FB Paper

On Demand• Searchable by hashtag/tags

• Archived so content is available on demand

• Channels created to organize content

• Aggregation (content from all three campuses)

Seamless Screens

• Web

• Mobile

• Tablet

• Apps

• Traditional media

Seamless Screens?• Whether you are pursuing

communications/PR, the concept of seamless screens is important (for now).

• Wearable technology, other advancements are now available and being developed

• Blog/website: Responsive site/App development/Social Media presence

Think Mobile

Video from ONA

By the numbers• As of January 2014:

• 90% of American adults have a cell phone

• 58% of American adults have a smartphone

• 32% of American adults own an e-reader

• 42% of American adults own a tablet computer

—PEW Research

What does this mean for communications/PR?

Mobile strategy• Responsive

design

• App development

• Mobile-specific projects

• Mobile application development/design

Mobile Curriculum• Understand User Experience

• Mobile Media Explorations (survey course)

• Programming Fundamentals

• Vector Graphics

• Interactive Media Design

• Mobile Design Studio I /Mobile Design Studio II

• Mobile Game Design

• Business of Mobile Media

Mobile App Design• I’m so glad someone is creating this program. I get

asked all the time about people looking for app developers with a background in design and this is exactly what is needed. —Apple Rep

• Input from developers, community, game developers/designers, designers, local development companies, journalists, etc.

Business of Mobile

• Experimental ad models

• Streamlining ads

• Ads as content? (BuzzFeed)

• Course covers legal, ethical issues relating to mobile

Mobile Content Producers

• VJ class

• Tools

• Quick turnaround

• Content for Social Media

• Experimenting

• Field assignments

Deadline Assignment• Midterm: DSLRs took much longer to finish the

assignment

• Quick turnaround and quality pieces with solid j-skills, proper equipment, tech skills

• It’s about GOOD STORYTELLING, first and foremost; accuracy; strong characters

• Know your AUDIENCE

• Diversity of community/diversity in tech

Mobile content• User-generated campaign:

Burberry “Art of the Trench”• “In addition to the professional photographs, Burberry fans were

asked to upload photos to the site, and all viewers of the website could comment on and share the photos. Users were also able to browse trenches according to weather, color, style, gender, popularity, or collaborations. Within the first six months, the Art of the Trench site generated 7 million views and is still active today. The campaign re-established Burberry as the "it" brand in the fickle world of fashion.” —imediaconnection.com

Dunkin’ Donuts• Coolatta

campaign• Dunkin’ Donuts

came up with an engaging campaign to promote the launch of their #Coolatta beverages. Dunkin’ Donuts encouraged their #Facebookfans to upload a photo of themselves with a Coolatta beverage. By doing, they would be automatically entered into a daily giveaway. —www.postano.com

Tablet• Tablet Content

Development

• Buffalo Bills App

• Design, User Experience

• Students gain experience developing their “article” from content to design, testing and launch.

Tablet development• Variety of tools

• Coding your own app

• Other services:

• Adobe Digital Publishing

• Mag+

• Example: Buffalo Billshttp://tv.adobe.com/watch/digital-publishing-customer-showcase/buffalo-bills-tapping-into-a-greater-fan-experience/

DPS• Puts interactive design in

the hands of designers

• The majority of the major magazine market uses DPS

• Buffalo Bills, Sotheby’s, National Geographic, Wired Magazine

• Uses tools designers are already familiar with

• Cost, turnaround time

iPad Demo

• Sotheby’s:http://www.adobe.com/products/digital-publishing-suite-enterprise/use-cases.html?promoid=KKSDG

• Buffalo Bills Gameday App

Social Media• How to make

your content social

• Many times, you are not competing with other news sites, you are competing with Grumpy Cat.

Social Media• Social Media is a conversation

• Did you see that selfie from the Oscars last night?

• Did you hear the latest news on Flight 370?

• Did you see that Doritos Superbowl commercial?

Social Media

• Social content is sharable, talked about.

• Have a plan.

• Know your audience.

• What is your goal?

Possible goals

• Share info

• Create awareness

• Take action

• Buy a product, take a quiz, volunteer, etc.

Think about engagement

Know your audience

• Demographics for Twitter, Facebook, Pinterest, Instagram vary.

• Example: Pinterest• “According to full service agency Modea, the

majority are female mothers — 28 percent have a household income of $100k+.” —Mashable

Measure success

• Hootsuite

• TweetReach

• Klout

• Social Mention

• Twazzup

Provide your social media team with content

• Quotes

• Images (always try to have images/visuals with social content)

• Video

• Interesting factoids/engaging questions/surveys

Social Media Campaign

• Gillette

• #howdoesheshave• “The campaign content also accounted for 15%

of the company’s total YouTube views. Media coverage ran the gamut from The New York Times to Late Night with Jimmy Fallon, while sales generated included a double-digit percentage increase at a leading retailer during the Father’s Day period.” —PR Week

• Mayim’s theory: http://www.youtube.com/watch?v=-5_WgGFPIWc

Be carefully spontaneous

Be strategically spontaneous, but also be careful!

Community First• KPCRadio.com: Everyone has a story. Broadcast it.

• Public radio model / Diversity is important

• Although we will focus on the local community, we will keep in mind the broad audience to which the Internet allows us to reach. We will think, first and foremost, of our most local public. We will uphold journalistic and professional standards. We will strive to maintain fair and balanced programming. We act as a community billboard of sorts that allows an open forum on campus and in the community.

KPCRadio.com• As a body of students in an educational setting, we

will endeavor to be innovative and experimental. We will take full advantage of our creative license and realize that we have an incredible opportunity to change the future of our industry. This is the culmination of everything we have learned and will be a platform for multimedia.

• Site: www.KPCRadio.com

• Mobile App / TuneIn App / iTunes / searchable podcasts / categorized and archived

Create your own channels

• SoundCloud

• YouTube

• Twitter

• FB

• Participatory Content

Social Media Campaign

• Involve your community

• Lays “Do Us a Flavor” campaign

• “A Facebook app enabled fans to create their own flavors and featured videos with different pairings for inspiration.”—PR Week

Big Picture• Live as your audience does

• ENGAGE /KNOW YOUR AUDIENCE

• ADAPT / INNOVATE / EMBRACE TECH

• EXPERIMENT / INSPIRE / failure = growth

• REMEMBER the foundations your craft &good storytelling

• Think about your community

Try it out!

• Mobile equipment

• iPad apps / testing center