cmprsa the workshop
DESCRIPTION
Workshop from November 14, 2008 in East Lansing, MI, for the CMPRSA. Includes Edelman and Central Michigan examples.TRANSCRIPT
CMPRSATHE WORKSHOPLeah Jones
Senior Analyst, Edelman Digital
Research & Digital Culture
COMBINE TOOLS TO BUILD PRESENCE AND RELATIONSHIPS
BIGGBY COFFEE: TWITTER, FLICKR, BLOG, GOOGLE MAPS
ENJOY ILLINOIS: TWITTER, FLICKR, BLOGGER EVENTS
THE BITS & PIECES
BLOGS
Frequently updated online journals, published in reverse chronological order
100M tracked by T’rati, 15M of which are active
Likely tens of millions more in Asian countries
Good For:• Personally
connecting with communities big and small
• Provides perspective and context to a company
• Delivering insight into influential mindset
Good For:• Personally
connecting with communities big and small
• Provides perspective and context to a company
• Delivering insight into influential mindset
MICROBLOGGING
Takes short-form inputs (e.g., IM and text message) and serves them up as a blog
Front page of MSM this year, Twitter takes control
Messages can be public, private, or privately public
Good For:• Delivering minute-
by-minute updates from personal perspective
• Following tech conferences through the eyes of enthusiasts
• Building relationships with individuals
• Monitoring for customer service
Good For:• Delivering minute-
by-minute updates from personal perspective
• Following tech conferences through the eyes of enthusiasts
• Building relationships with individuals
• Monitoring for customer service
SOCIAL NETWORKS
Connect to people you know and find like-minded groups to join
Create an online group for an offline group
Organize events via group
Share photos of events Expand your social
circle Foster relationships
locally and globally
VIDEO SHARING
Users upload video, tag it, and share it in a Web-friendly format
Top sites include YouTube, Revver, and DailyMotion
Terms of service are starting to relax (a little) for corporations
PHOTO SHARING
A place where users can upload, tag, share, and collaborate around photos
Flickr is clearly the most popular (and open) photo-sharing community; Google offers Picasa
Compare to Shutterfly or Kodak/Ofoto
LISTEN, THEN ENGAGE
Establishing an online presence
Engaging online influencers
Enriching content
Embracing community
CRAWL WALK RUN FLY
Evolution of an Online Engagement Program
Online Monitoring