Yesterday I attended Frocomm's Digital PR and Corporate Communication conference. It was a great day that focused on social media and how a number of organisations and PR Agencies are getting the most out of these new and emerging technologies. I was probably the odd one out at the conference, with the room filled with corporate in-house and agency PRs, however there were a couple of attendees from government and NFP organisations as well.
Key Learnings--->
I'm using this is blog entry as a summary sheet of what I picked up from the conference. I've included a few key points from each speaker. In subsequent blog entries I'll attempt to link alot of the content to possible uses in the education sector.
From Nick Baker's pres. (Executive General Manager, Tourism Australia)
70% of people trust recomendations from unkown users - 90% of poeple trust recommendations when they come from someone they know.
Tourism Australia is not just relying on big print media. They shifted from power of advocacy of one person 'Paul Hogan' to power of many eg recent "My Australia" campaign. Through this they are building atmosphere and anticipation surrouding teh 'adventure' aspect of travel to Australia.
Harnessing the power of other people's messages about your brand is key. This is also the concept behind the most recent TA campaign.
Bought/Owned/Earned: Nick introduced the concept of Bought, owned and earned media. Bought media includes things like advertising, Owned includes things such as a compnay website, while Earned Media is the most recent form of media through online social media and enables consumers to create and share their experiences.
From Kristen Boschma's pres. (Head of Online Communicaitons and Social Media, telstra) @Kristen_Boschma
Who are your industry's super-influencers?
Emerging media focuses on reaching key influencers immediately and letting the 'cascade effect' take hold until teh message is distributed. This is different to Traditional media (TV, Print) that focuses on reaching a huge number of people immediately.
Honesty and transparency were key to Telstra's HTC Desire compeition and this would also be true for any online competition you were running.
From Greg Savage's pres. (CEO Firebrand Recruitment) @Greg_Savage
You cannot isolate blogging from other media. An integrated approach w other media is required.
Subscribers are much different to other mailing lists. "Please send me stuff I love you," is what a subscriber is telling you.
Make the most of blog mailing lists - Greg nominated MailChimp and Add to Any as great plug-ins.
From Scott Rhodie's pres. (VP Digital Media, Fleishman - Hillard) @ScottRhodie
'You are the publisher, Google is the editor'
Australia's use of social media reaches 90% o population, with social media being used as a shopping tool for both utilities and entertainment.
Australians are commentators AND Creators - we have high involvment in social media.
Social media is not 'free' it requires time, a team and tech. know how.
It is important to listen to social media before taking the plunge. Target influencers, not just consumers and build a presence before you can drive a return (ROI)
Twitter is the 3rd largest search tool after Google and YouTube
From Matthew Gain's pres. (Head of Digital, Edelman) @matthewgain
Edelman likens social media 'spaces' such as twitter, facebook, YouTube to embassies. The spaces are not 'owned' in much the same way a country's embassy in another country is not 'owned' and there are rules to their use provided by the 'host country'.
online community managers either on-staff of througha partnership must be articulate, social, professional, adaptable, enthusiastic, connected and organised.
if value is being provided consistently and authentically, it doesn't matter whether your commuity manager is on staff or is workign through a partnership.
location based social media eg 4Square, must add value or will quickly become redundant/obsolete/boring
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