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Web 2.0: Building Consumer Trust
What should corporate communications do about the social
media
Web 2.0: Building Consumer Trust
What should corporate communications do about the social
media
and Killing PR?
The Platypus CaseTo many people, the platypus is a proof that God
has a sense of humour
The Platypus CaseTo many people, the platypus is a proof that God
has a sense of humour
To Russian bloggers, it is a second name for bad PR in the blogosphere
The Platypus Case (continued)
December 2008
The Platypus Case (still continuing)
• ‘Utkonos’ (platypus) has become the internet slang for poorly disguised advertising on the Russian blogs.
• This ploy has brought the chain under scrutiny, and all of its drawbacks are cheerfully discussed on blogs (with its overall image being quite poor now).
Where has it all gone wrong?
What is Web 2.0 from a PR point of view?
What essentially is Web 2.0?• Networking
(vs. broadcasting)• Users (vs. publishers)• Collaboration &
participation (vs. consumption)
What does this mean for the media
• Instant dissemination of information
• Multiple angles to every story
• 360° scrutiny on coverage
• Real competition to conventional media
Enter New Media
How does the new media compare with the old?
• Big audiences• General topics• ‘Industrial scale’
publishing• Professional
• Segmented audiences• Narrow topics• Customised publishing• Hobby
Conventional Media New Media
How does the new media compare with the old?
• Big audiences• General topics• ‘Industrial scale’
publishing• Professional
• Segmented audiences• Narrow topics• Customised publishing• Hobby
Conventional Media New Media
Sells audiences to advertisers
How does the new media compare with the old?
• Big audiences• General topics• ‘Industrial scale’
publishing• Professional
• Segmented audiences• Narrow topics• Customised publishing• Hobby
Conventional Media New Media
Sells audiences to advertisers
Exchanges content with
peers
How does new media compete with the old?
• Hardly any blog can really compete with any major traditional news outlet in the long run.
• Not that it needs to…• Aggregation services
and social bookmarking give everyone easy access to audiences bigger than one would expect
How does new media compete with the old?
• Hardly any blog can really compete with any major traditional news outlet in the long run.
• Not that it needs to…• Aggregation services
and social bookmarking give everyone easy access to audiences bigger than one would expect
• Based on our emotional link to the writer• Inseparable from our trust
for personalities• Decentralised
What about trust?
Conventional Media New Media
Personal Trust
• Based on our knowledge of procedures and practices in the media.• Separated from our trust for
particular writer• Centralised
Institutional Trust
We need to trust our sources of information to a certain degree
• Based on our emotional link to the writer• Inseparable from our trust
for personalities• Decentralised
What about trust?
Conventional Media New Media
Personal Trust
• Based on our knowledge of procedures and practices in the media.• Separated from our trust for
particular writer• Centralised
We need to trust our sources of information to a certain degree
• Based on our emotional link to the writer• Inseparable from our trust
for personalities• Decentralised
What about trust?
Conventional Media New Media
• Based on our knowledge of procedures and practices in the media.• Separated from our trust for
particular writer• Centralised
We need to trust our sources of information to a certain degree
Trust 2.0• End of authority,
expertise and certification• Availability and exposure
to peer opinion• Small world networks are
becoming ‘big’• Availability of alternative
sources and background info
Trust 2.0• End of authority,
expertise and certification• Availability and exposure
to peer opinion• Small world networks are
becoming ‘big’• Availability of alternative
sources and background info
Social Media & Trust• Utilises existing ties• Builds new links• Facilitates exchange• Creates new
knowledge• Makes access to
information easy and efficient
Social Media & Trust• Utilises existing ties• Builds new links• Facilitates exchange• Creates new
knowledge• Makes access to
information easy and efficient
Web 2.0 and & the social media generate trust
How does Trust 2.0 work?
How does Trust 2.0 work?
Shared media, Hosted media
How does Trust 2.0 work?
Joint projects carried out by
online communities (Wikipedia)
Shared media, Hosted media
How does Trust 2.0 work?
Joint projects carried out by
online communities (Wikipedia)
Communities & Social Networks that
plan ‘offline’ activities(charity)
Shared media, Hosted media
What about trust?
Trust 2.0Trust 1.0
Advertising, product PR, marketing communications
What about trust?
Trust 2.0Trust 1.0
Advertising, product PR, marketing communications
What about trust?
Trust 2.0Trust 1.0
Advertising, product PR, marketing communications
Dante’s Inferno• Dante’s Inferno
distinguishes between the two types of trust when punishing the fraudulent ones.
• So do social media: hidden advertising may be a part of the media, but not of peer-to-peer relations
So what was wrong with Platypus?
An old-fashioned attempt to ‘exploit’ personal trust in the way you would use the institutional one
Old-school PR• No trust involved• Authority assumed• Audience is passive• No feedback expected
Old-school PR• No trust involved• Authority assumed• Audience is passive• No feedback expected
Leading the blind
Why is new media ‘dangerous’ for PR?
The End of Spin• PR used to rely on a
scarcity of channels and an ability to impose its own ‘spin’ through these channels.
• With channels multiplying, our ability to impose spin becomes pretty limited.
The End of Spin• PR used to rely on a
scarcity of channels and an ability to impose its own ‘spin’ through these channels.
• With channels multiplying, our ability to impose spin becomes pretty limited.
• Public Relations have virtually turned into Media Relations, since the media used to be the most obvious and cost-effective way to reach your audiences.
• It no longer is…• PR has to adapt and
meet ‘the public’
Press-relationsEventsSocial Media Relations
• Public Relations have virtually turned into Media Relations, since the media used to be the most obvious and cost-effective way to reach your audiences.
• It no longer is…• PR has to adapt and
meet ‘the public’
Press-relationsEventsSocial Media Relations
What can be done?
Web 2.0 ‘Merits’• Create• Share• Connect• Collaborate
• Quote• Link back• Comment• Participate
Web 2.0 ‘Merits’• Create• Share• Connect• Collaborate
• Quote• Link back• Comment• Participate
What can we do with them?
Public Relations 2.0• Engage audience• Build communities• Expect and inspire
feedback
Public Relations 2.0• Engage audience• Build communities• Expect and inspire
feedback
Deal with people, not with the media
Social Media Rules
Social Media Rules• Nothing is boring
Social Media Rules• Nothing is boring • Nobody is unimportant
Social Media Rules• Nothing is boring • Nobody is unimportant• Go after your audience
Social Media Rules• Nothing is boring • Nobody is unimportant• Go after your audience• Give them content
Social Media Rules• Nothing is boring • Nobody is unimportant• Go after your audience• Give them content• Give them voice
Social Media Rules• Nothing is boring • Nobody is unimportant• Go after your audience• Give them content• Give them voice• Listen to them
In other words• You can always find an
interested audience• You never know what
will be BIG tomorrow• Public services can be
better than your website• Make sure you
participate • Make sure you interact,
not broadcast• Learn from your
audience
Bring Wispa back• Chocolate bars that are no
longer on sale are not a story
• Even a new chocolate bar is not a story
BUT• Every newspaper wrote
about re-launch od Wispa after thousands of people demanded Wispa back in blogs and social networks
ZaZhelezo [‘about hardware’]• Data-centres are boring• The media does not cover
every step of a project• IT people don’t trust
advertisingBUT• A community blog about
the launch of Troyka-Dialog’s new data-centre has become one of the most successful blogging PR projects.
Press Club• Journalists don’t trust PR
people• Journalists like to keep
their blogs privateBUT• The Telecom Press
community, built by Beeline, has become the biggest media-club in the industry.
So is Web 2.0 the death of PR?
Yes, if you don’t change
No, if you really ‘ride’ the wave
But be careful what you ride
Thank you!
arseniy.rastorguev@mmdcee.comwww.mmdcee.comwww.mmdblog.com
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