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New Media Habits and New Technology Affecting the Practice of PR

Not so much of a tech savvy geek anymore. More of your man or woman in the street. High ... Online shopping 69% 50% Groceries 12% 14% Sites Most Visited by SA Users. Google.co.za ...

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New Media Habits and New Technology Affecting the Practice of PR

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    Slide 1: New Media Habits and New Technology Affecting the Practice of PR

    Slide 2:The Net Effect

    The shift of power is more dramatic in the media than in any other industry. The reader/viewer is overpowering the media Source: ITWeb Online Industry Summit 2007

    Slide 3:Trust Barometer

    Business and NGOs are more trusted than media and government in every region of the globe Source: Edelman Trust Barometer 2007

    Slide 5:A person like me

    A person like me is the most trusted spokesperson for a company or an organization

    Slide 6:Growth and Influence of Search

    People trust natural or organic search results more than paid search Source: Search Engine watch

    Slide 7:A Radical Shift in Media Consumption

    The "networked generation" is driving a radical shift in media consumption Source: UK telecoms regulator Ofcom

    Slide 8:Online News

    Slide 9:Online Ad Spend

    Online Advertising in Britain is expected to overtake the TV market by the end of this decade Internet advertising spend is now half that of the television advertising market, which had a 22.7 per cent market share, down from 23.3 per cent in the first half of 2005. Source: Internet Advertising Bureau/Price Waterhouse coopers

    Slide 10: Online advertising in the UK is now worth 2X posters and billboards market 2X consumer magazine advertising 3X radio advertising

    Slide 12:Does This Apply to the SA Market?

    Emphatically, YES

    Slide 13:Online Ad Spend in SA

    Online ad spend is only 1% of the total

    Slide 14:Who is the average SA Internet User?

    Not so much of a tech savvy geek anymore More of your man or woman in the street High income, good education Influencers

    Slide 15:Internet Growth in SA

    423.9 % growth in Internet use 2000 2005 Internet connectivity in Africa is growing at a faster pace than any other region worldwide Source: All Africa Global Media

    Slide 16:Internet Users in SA

    2000 2 416 000 2001 2 886 000 2002 3 098 000 2003 3 283 000 2004 3 500 000 2005 3 600 000 2006 3 700 000 2007 3 750 000

    Slide 17:Only 7% of the population

    But it is a slice of the population that is economically active and upwardly mobile It is the slice that influences trends and brands

    Slide 18:Who Are They?

    Experienced net users Male Female split is even Half are 25 44 Over 50 growing Mostly white Black Diamonds black middle class who are credit worthy

    Slide 19:Broadband subscribers

    2003 15 667 2004 51 124 2005 147 532 2006 277 000 2007 405 000

    Slide 20:Key Driver is Broadband

    South Africa's broadband internet population is set to almost double in the next year Source: World Wide Worx

    Slide 21:3G

    This has moved from being seen as emergent (22% importance rating in 2005) to pervasive (73% importance rating in 2006) in just 24 months

    Slide 22:Cheaper Broadband in Near Future

    SA consumers should soon see a healthy decrease in broadband prices in metro areas Source: Mail and Guardian

    Slide 23:SA Internet Users Fit the Global Pattern

    US SA Email 91% 90% Search 91% 89% Online Banking 44% 49% Online shopping 69% 50% Groceries 12% 14%

    Slide 24:Sites Most Visited by SA Users

    Google.co.za Yahoo! Google.com MSN MySpace Wikipedia YouTube Blogs.com MWeb News24.com Source: alexa.com Search Web 2.0 News

    Slide 26:Journalists Are No Different

    98% of journalists go online daily 92% for article research 76% to find new sources/experts 73% to find press releases

    Slide 27:Online News

    Slide 28:Top Five US News Sites

    Yahoo News 23.9 million CNN.com 21.0 AOL News 15.4 New York Times 9.7 Google News 7.8

    Slide 29:18 34 year olds

    Reading news online Reading Blogs MySpace.com Podcasts Video Blogging

    Slide 31:The Power of Voice

    The fastest-growing media is what consumers create and share among themselves. Blogs, Podcasts, Videocasts all powered by RSS Feeds Source: Neilsen Buzz Metrics

    Slide 32:

    Slide 33:What is a Blog?

    Web Log shortened to Blog An online journal of posts in date order One persons viewpoint with comments creating a conversation around a topic

    Slide 39:The Good

    Blogging has done more for our image than all the money we have spent on PR

    Slide 40: The revitalization of our brand is attributable directly to blogging Source: Jonathan Schwartz CEO Sun Microsystems Keynote interview at the Syndicate Conference

    Slide 41: Blogging reached their target audience of strong women, active in the community who believe in the organic lifestyle. Blogging built them into a large, loyal following.

    Slide 42: Blogging has created a connection between the top execs and GM users. They have generated a vigorous conversation and are getting input and insights they could not have accessed any other way.

    Slide 43:Stormhoek Wines

    Slide 45:The Bad

    Slide 46:The Ugly

    Slide 48:Who Are You Targeting?

    Blog creators more likely to be: Men: 57% are male Young: 48% are under age 30 Broadband users: 70% have broadband at home Internet veterans: 82% have been online for six years or more Relatively well off financially: 42% live in households earning over $50,000 Well educated: 39% have college or graduate degrees They have characteristics of opinion leaders Source: Pew Internet & American Life Project,

    Slide 49:Who Reads Blogs?

    30 percent are between 31 and 40 37 percent are 41 to 60 12 percent of blog readers fall between 25 and 30 years 24 percent are 18 to 24-years old.

    Slide 50:Blog visitors are 11 percent more likely than the average Internet user to have incomes of $75,000 or more. Blog visitors are 30 percent more likely than the average Internet user to live in households where the household head is 18 to 34 years old. Blog visitors are 11 percent more likely to access the Internet (from either home or work) using a broadband connection. Source: comScore Media Metrix

    Slide 51:Why Do They Read Blogs?

    Find news I cant get elsewhere Find it faster or first Get a trusted viewpoint Source: eMarketer

    Slide 52:Set Goals For Your Blog

    Build community Give a human voice to the company Make the company more accessible Be a thought leader Become an industry news source Media coverage Search visibility Brand lift Web Traffic Leads/Sales

    Slide 53: Good SEO rankings means better visibility and more traffic

    Blogs Are Google Food

    Slide 54:Search Visibility and Brand Awareness

    Search engine listings stimulate brand recall by a 3-to-1 margin over banner advertising and other online marketing methods. Source: Search Engine Visibility Study Enquiro Research

    Slide 55:Brand Value and Search Results

    The NPD Group study reported that search listings were better at branding and produced more sales than banner ads. The IAB study also reported brand lift from SERPs, especially for prominent listings.

    Slide 56:Other Social Media Tools

    Podcast An audio blog can be just one person, a conversation or interviews Must be syndicated in an RSS media feed so it can be played on other devices

    Slide 57:Wiki

    A wiki is a website that allows the visitors themselves to easily add, remove, and otherwise edit and change available content, typically without the need for registration. This ease of interaction and operation makes a wiki an effective tool for mass collaborative authoring.

    Slide 58:Wikipedia

    Wikipedia has become very influential Gets high search ranking Make sure the facts of any Wikipedia entry are correct

    Slide 59:Consumer Generated Video

    Slide 61:Travel and Video

    Concentrate on video, image and audio search Google is (and we believe Yahoo and MSN will be) offering big incentives to move into these areas, provided you can utilize this according to your demographics and product or service. Source: PublicTechnology.net

    Slide 62:Not Quite Ready to Blog?

    Slide 63:RSS enable your web content

    Seen by Google as a blog You can use news/educational content Can include images, audio and video

    Slide 67:Search Results

    Dry skin care MSN Yahoo Google SkinMD 2 8 12

    Slide 69:Consumer Recommendations

    Slide 70:Challenges

    Get acceptance and buy in from the top Have clear goals for the blog/podcast/video Make sure the execs understands what social media does and what it doesnt do Set up measurement parameters If lead generation is the goal, make sure you have a way to capture the leads from the traffic to the blog/podcast/video and the website

    Slide 71:Resources

    Expansion Plus http://www.expansionplus.com My blog: pro active http://falkow.blogsite.com PRESSfeed http://www.press-feed.com/

    Slide 72:Contact Details

    Sally Falkow sallyf@expansionplus.com Sarah Rice Sentient Communications www.sentientcommunications.com

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