CMPRSA The Workshop

CMPRSATHE WORKSHOPLeah Jones

Senior Analyst, Edelman Digital

Research & Digital Culture

COMBINE TOOLS TO BUILD PRESENCE AND RELATIONSHIPS

BIGGBY COFFEE: TWITTER, FLICKR, BLOG, GOOGLE MAPS

ENJOY ILLINOIS: TWITTER, FLICKR, BLOGGER EVENTS

THE BITS & PIECES

BLOGS

Frequently updated online journals, published in reverse chronological order

100M tracked by T’rati, 15M of which are active

Likely tens of millions more in Asian countries

Good For:• Personally

connecting with communities big and small

• Provides perspective and context to a company

• Delivering insight into influential mindset

Good For:• Personally

connecting with communities big and small

• Provides perspective and context to a company

• Delivering insight into influential mindset

MICROBLOGGING

Takes short-form inputs (e.g., IM and text message) and serves them up as a blog

Front page of MSM this year, Twitter takes control

Messages can be public, private, or privately public

Good For:• Delivering minute-

by-minute updates from personal perspective

• Following tech conferences through the eyes of enthusiasts

• Building relationships with individuals

• Monitoring for customer service

Good For:• Delivering minute-

by-minute updates from personal perspective

• Following tech conferences through the eyes of enthusiasts

• Building relationships with individuals

• Monitoring for customer service

SOCIAL NETWORKS

Connect to people you know and find like-minded groups to join

Create an online group for an offline group

Organize events via group

Share photos of events Expand your social

circle Foster relationships

locally and globally

VIDEO SHARING

Users upload video, tag it, and share it in a Web-friendly format

Top sites include YouTube, Revver, and DailyMotion

Terms of service are starting to relax (a little) for corporations

PHOTO SHARING

A place where users can upload, tag, share, and collaborate around photos

Flickr is clearly the most popular (and open) photo-sharing community; Google offers Picasa

Compare to Shutterfly or Kodak/Ofoto

LISTEN, THEN ENGAGE

Establishing an online presence

Engaging online influencers

Enriching content

Embracing community

CRAWL WALK RUN FLY

Evolution of an Online Engagement Program

Online Monitoring