presentation for sahid university
Post on 12-Jan-2015
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Intro to: Digital Public Relations
Nivell Rayda
Chief Viral Communicator
Interactive Digital Public Relations
ComparisonWith
Traditional Media
Type
• Signage• Billboard• Newspaper• Magazine• Radio• Television
• Activation• Ambience• Sponsorship• Ad placement• Media relations
But here’s the
problem!!
We are bombarded with them
everyday
Zip Zap
Headline Reading
TiVo
How do we communicate?
Internet
The World is ChangingThe World is Changing
• The way we work• The way we shop• The way we think• The way we view the world• The way communicate• The way we get information• The way we share information• The way we interact
• Democratizing Geography• No hierarchy: one to many and many to many• Unfiltered message• Interactive: instant feedback, response, debate• Virtually unlimited by space or time• Anyone can participate• Low cost• Customized• Non-linear navigation• Decentralized• Multimedia
All thanks to the internetAll thanks to the internet
Even the internet is
Changing
• Internet is for the technologically savvy• Dominated by web designers and developers• Websites are static• Numbers are still limited• Communication is one-way• Users are low• Contents are monotonous• Connection slow• Storage capacity limited
Web 1.0Web 1.0
• Explosion in internet usage• More connection, more speed, more
storage• Affordable and accessible• Anyone can build a site/blog• People actively participate• User generated content• Websites became dynamic• People can openly discuss and comment• People can share and make it viral• Communications became two-way
Web 2.0Web 2.0
As of May/07
• 43 million websites• 6.6 million blogs• 7.18 million social networking users• 4.72 million online community/groups• 20 million internet users (8.4%) 2008• 40 million estimated by the end of 2009
Sourcehttp://www.internetworldstats.com/asia.htm#id
How Digital is IndonesiaHow Digital is Indonesia
1998
512,000 internet users
2008
24 million internet users, or 4587% increase
Source
http://www.internetworldstats.com/asia.htm#id
How Digital is IndonesiaHow Digital is Indonesia
• Employees• Managers• Customers• Investors• Suppliers• Retailers• Distributors• Regulating bodies• Activists• Guild associations• Communities• Unions• Opinion leaders• Experts• Media• Public at large
Who are these usersWho are these users
Communication
is changing
Communications as we know itCommunications as we know it
Company Company Company
Public Public Public
Media
Media
Influencers
How comm has transformedHow comm has transformed
Value creation+ Spreading of corporate message
Posses a threat+ Spreading of rumors and negative comments
How do we use
the internet?
• Thought leadership on industry related issues
• Online community building• Communication intelligence• Advocacy• Viral communication• Online competition
How do we use it?How do we use it?
Thought LeadershipThought Leadership• Someone with a high knowledge about an issue• Insight about the industry• Willing to shed light to others
Application:• Explaining what you are all about• Explaining the industry• Giving advice to people• Industry perspective on current issues
Impact:• Credibility• Reputation in the industry• Regarded as the key player• Top of mind awareness• Influence to traditional
Online CommunityOnline Community• People who share the same views, interests and opinion interact with one another
Application:•Hobby•Interest•View•Profession
Impact:•Gaining public insight•Idea generation•Customer participation•Expanding database•Brand loyalty•Providing added value
Communication IntelligenceCommunication Intelligence• Scanning for issues regarding your company, brand, industry and competitor
Application:•Customer satisfaction•Complaints•Issue management•Development in the industry•Competitor activity•What employees are saying
Impact:•Be the first to know•Address the issue before they escalate•Probing public opinion
AdvocacyAdvocacy• Advocating product related issues
Application:•Facts•Figures•Events•Activities•Expert analysis•Compelling stories•Testimonials
Impact:•Change in perception•Change in attitude•Change in behavior•Change in value
Viral CommunicationsViral Communications• Allowing users to spread your communication
Application:•Videos•Audios•Images•Texts•Games•Applications•Bookmark•Syndication
Impact:•Awareness•Spreading company’s message
Online competitionOnline competition• Online based competition
Application:•Video•Photography•Design
Impact:•Awareness•Spreading company’s message•Active participation•Content generation
[E.g]
Obama on Facebook
Obama on Twitter
How does it work
??
Other people talking about
company activities
Existing Photos on
FlickrFacebook
Existing Videos on
YouTubeFacebook
Fresh Content
Blog Walking
Chat
Comment
Link love
Content
Search Engines
Public
Share with note
Blog
Share
Corporate blogging
ScreeningBlogger
InviteCome to
event
WriteTake pictureTake video
You Tube
blog Flickr
Blogger engagement
InvitationExisting
database
Members
Membergenerateddiscussion
Membergenerated
photo
Membergenerated
video
CommentsReplies
Comments Replies
Comments Replies
Interaction Interaction Interaction
Value
FeedbackInsight
Content For blog
Online community
How companies are changing
CompanyIgnorant company
(no communication)
CompanyInforming company
(one way communication)
CompanyCommunicating company
(two ways communications)
Engaging company
(common value)
Company
Who do you want them to be?
Passive consumers?
Active participants?
From
PassiveMacroFixedStatic
MessagesFormal
DictationFinite
StagedFacelessPromises
To
ActiveMicro
PortableLively
InteractionsInformal
ConversationInfinite
ImprovisedPersonalities
Actions
Getting from point A to point B requiresGetting from point A to point B requires
Point AYour Situation
Point BYour Objectives
StrategyStrategy
ContentContent
ConnectionConnection
InteractionInteraction
IntegrationIntegration
ToolsTools
?
?
Competition ?
Exercise
/nivellism
http://slideshare.net/nivellism
http://twitter.com/nivellism
Thank You!
Interactive Digital Public RelationsJalan Tanah Kusir IV no.61 Jakarta 12240 IndonesiaT: 021 997 46141nivell@indipr.comhttp://indipr.com
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