prsa int'l. conf. 2010: pr & the web 3.0 revolution

in 1950

The changing media landscape

Remember Usenet?

30,000 Usenet articles per day in 2001.

Remember Usenet?Less than one minute ago via web

4 million Tweets per hour in 2010.

30,000 Usenet articles per day in 2001.Less than one minute ago via web

Remember Usenet?Less than one minute ago via web

Every 2 days we create

more informationthan we did from the dawn

of civilization to 2003.

New voices of authority

24press releases in 2009

24press releases in 2009

25,000social media mentions this week

Lady Gaga has6.5 million

followers

3.4 millionsubscribers

2.3 millionviewers

Top 10 newspapers had declines in readership of 10% or more last year

During primetime, the average network seriesis watched by only 8%of available viewers

Among the affluent, magazine circulations are down 16% in the last year

17% of householdshave DVRs…

Guess how many are skipping the commercials?

1 million journalists using traditional media

35 milliondigital influencers using new media

Facebook now drives more web traffic than Google

The changing face of influence

1 Trillionproduct & services impressions

generated by advertisers

500 Billionproduct & services impressions

generated on social media

Direct-to-consumer has a new meaning

What’s a journalist? …I don’t really care. I can decide for my self whether a source of information is reliable.

Rob Hyndman

Now we seek the “news” that we want…

From the sources and perspectives that we want…

We literally

filterour view of the world.

Social platforms get specializedSocial platforms get specialized

2009

“Listening platforms” emerge

2009Your company or client was everywhere in social media

2009You knew you had to monitor what

was being said

2009As the volume of content increased,

the cost to monitor it decreased

2009But how do you know what’s important and

what’s just noise?

2010

“Listening platforms” evolve

2010Only some social media activity

really matters to your company or client

2010The key is to identify and monitor

the important influencers

2010Now platforms let you

separate the signals from the noise.

Technology Advancements Bigger, better and more complete contact databases Real-time monitoring, text analysis, sentiment & reactions Measurement and analysis—in real time

Tomorrow: a better way to do your jobGet Ready for the Semantic Web

• Search engines get better at giving you what you want• Open & closed systems• Contextual search• Natural language search

• You get smarter, faster• Better sources• Better background• Quicker access to people

1. Know your influencers

2. Cultivate relationshipsget your story out

3. Embrace tools and technologies

4. Learn to be fast

5. Facilitate collaborationamong all participants

6. Accept the blurring lines

Conclusion