You’re Gonna Need A Bigger Boat. A Short Homily For Trad PR In 20 Slides (Maybe Less)
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June 2009 Don’t Panic! 1 ‘Social Media’ Media Relations: You’re Gonna Need a Bigger Boat. A Short Homily for Trad PR in 20 Slides (Maybe Less…) Roger Warner, C&M* June 2009 roger@contentandmotion .com http://twitter.com/rogerwarner http://twitter.com/contentmotion http://www.contentandmotion.co.uk
description
Traditional media relations is a broken science. If your goal is to influence people through the media then you’re going to need a bigger boat.
You need to be active where they’re most active - in their Social spaces - as well as in traditional media.
(In fact, the media itself also needs to borrow this boat because the point of this little slide show is that they’re share of attention is f****d.)
Transcript of You’re Gonna Need A Bigger Boat. A Short Homily For Trad PR In 20 Slides (Maybe Less)
June 2009 Don’t Panic! 1
‘Social Media’ Media Relations:You’re Gonna Need a BiggerBoat. A Short Homily for TradPR in 20 Slides (Maybe Less…)
Roger Warner, C&M*June 2009
[email protected]://twitter.com/rogerwarnerhttp://twitter.com/contentmotionhttp://www.contentandmotion.co.uk
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You can spend lots of time andmoney trying to get a reporterto write a story, BUT…
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Field of dreams this isn’t.
Even if you can convince press man thatyour story is more important than the 100+other stories competing for the same x2column inches, then there’s still everychance that your audience won’t show up…
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Without Ray Liota & Hollywood, KevinCostner is just another nutter spending allhis hard earned on a feel good movieinside his own head…
(Much like Waterworld). This could beyou...
ie: you can build it but they may not come.
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Why is this so…?
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How We Use the Web Today…
Alexa Global Top 500
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Here’s the freaky bit…
There are *ZERO* traditional media siteswithin the Alexa global top 40.
The world’s most visited/used sites are alltools, services and/or shops.
(ie: Google, FaceBook, YouTube, Twitter,eBay, Wikipedia, Yahoo!, Amazon, etc, etc)
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So what?
That’s not your target audience, right…?
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Wrong…
Chart from iCrossing (a group of very smart SEO people)
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Eeeek!
Did we just become a bunch of Tweens..?
Is Paris more interesting than Tehran..?
Not exactly, but here’s a question for you…
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Where do you get your web steers from..?
(Who has most influence on your reading,research, buying preferences and wotnot?)
Is it…
People (friends, family, colleagues)??Advertising (TV, radio, banners)??Editorial (magazines, online, blogs)??
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We get reco’s from people.
They help us to filter the crap.
And we reciprocate.
This a prime function of Social Media.
Think: Twitter, delicious, Stumbleupon,Facebook stories, blogs, LinkedIn, etc…
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BBC News
Porn!
Kittens
Importantstuff
The Interwebs
Much Like This…
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Or, Here’s That in Bullets…
Our Interweb is a series of filters and tools We do searches and we get alerts We get reco’s from social sources Bookmarking: Delicious Microblogging: Twitter Social Networking: LinkedIn/Facebook Blogging: Wordpress Social Media: YouTube Social Sharing: Stumbleupon
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BBC News
Porn!
Kittens
Importantstuff
The Interwebs
And Yet…
Some people *still* spend all their time, money and effort on this bit only…
(This seems a bit Costner-esque to us at C&M.)
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If your goal is to influence people throughthe media then you’re going to need abigger boat.
You need to be active where they’re mostactive - in their Social spaces - as well asin traditional media.
(In fact, the media itself also needs toborrow this boat because the point of thislittle slide show is that they’re share ofattention is f****d.)
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What a Big Boat Looks Like…
SEO, Analytics &
Optimisation
SocialMedia &
Online PR
PressRelations
SocialContent
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That’s it. I did it in 17 slides…
The next two are padding, plus my contactdetails should you wish to get in touch…
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*padding*
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Don’t Panic!!Get in Touch…
Roger Warner, C&M*June [email protected]://twitter.com/rogerwarnerhttp://twitter.com/contentmotionhttp://www.contentandmotion.co.uk
