Innovation and Evolution of Media

Innovation and Evolution of Media

How To Embrace Changes In Media

PR Week Lab Findings

Don’t Fight Change

Embrace new media - Include

hyperlinks, images, and videos in

newsletters

Not just distribution

Audiences outside the target can get

involved

The Global Social Media Check-up

Every Company Is Now A Media Company

The Global Social Media Check-up

Twitter

Average number of followers per account -

1,489

Average number of new posts per week - 27

42% Global Fortune 100 being Tweeted

(Past Week) 82% Tweeting company news,

38% responding to Tweets, 32% re-Tweeting

The Global Social Media Check-up

Facebook

Average number of new posts per week -

3.6

Average number of fans per account -

40,884

(Past Week) 59% pages with posts from

the company, 43% pages with posts from

fans, 47% posts with comments from fans

The Global Social Media Check-up

YouTube

Average number of new videos per

month - 10

Average number of subscribers - 452

Average number of views - 38,958

(Past Month) 68% channels with new

video from the company, 76% channels

with new comments from subscribersThe Global Social Media Check-up

Blog

Average number of posts per

month - 7

(Past Month) 36% company blogs

with new posts, 54% posts with

viewer comments

The Global Social Media Check-up

Era of Broadcasting To Era of Engagement

Your audience is being splintered

Drive results across all channels

Content is no longer king...Context

Is King

Social Media still needs manual

engagement

The Conversation

Influencers

Influencer - A digital “tastemaker” that

sparks interest within their realm both

online and off

Influence by taking time to develop

relationships that show expertise

“Sweat-Equity”

Internal Communication

An acceleration in trust creates an acceleration in action

Trust in employees is the only way external communication can be productive

Provide internal guidelines to help

employees become experts, then allow

external communication

Conclusion“An essential way [to] accelerate change and innovation is...consistent [not just repetitive]

communications.” - Ben Edwards

Acknowledgements

Brian Solis, Principal at FutureWork

Ben Edwards, VP, Digital Strategy and

Development at IBM

Tom Foremski, Technology and Media

Business Reporter at Silicon Valley

Watcher

PR Week