In this presentation to PR practitioners, I talk about the importance of listening in an increasing loud social web. By sharing the Michael Phelps vs. Kelloggs meme, I’ll demonstrate the basics of using social media search tools to give practitioners the ability to be omnipresent online as a brand, and gain leverage by responding to community issues in a timely and personal manner.

1. If only you listened...
How to thrive in our attention-strapped reality
kevin lim / cyberculturalist / 11th feb 2009
/ /

2. Getting started on
the social web?

3. Figuring out how to
make sense of
EVERYTHING?

4. http://www.briansolis.com/2008/08/introducing-conversation-prism.html

5. OH-BOY!!

6. There’s a $@#*load of
stuff out there...

7. Why are we
blogging,
t weeting,
youtubing,
facebooking,
blah-blah-ing?

8. co
ty mm
i Emotion
al un
n
so ic a
er te
p
Individual Others
se lf te
ca
-a w ni
a re mu
Feedback
ne s m
co
s

9. Social Web = co
ty mm
i Emotion
al un
n
so ic a
er te
PUBLIC
p
Individual Others
se lf te
ca
-a w
INTIMACY
ni
a re mu
Feedback
ne s m
co
s

10. co
ty mm
i Emotion
al un
n
Closest thing to
so ic a
er te
p
Individual Others
MIND READING!
se lf te
ca
-a w ni
a re mu
Feedback
ne s m
co
s

11. Let’s look at someone
we know about...

12. Who’s this guy? (1993)
http://www.flickr.com/photos/23816756@N05/2763448273/

13. Michael Phelps (2008) via Linnette Alissa
http://www.flickr.com/photos/linnettealissa/2781087749/

14. Phelps on Kelloggs via Cranky Media Guy
http://www.flickr.com/photos/crankymediaguy/3266421434/

15. Infamous Phelps Bong Hit Photo (2009)
http://www.huffingtonpost.com/michael-shaw/reading-the-pictures-emth_b_163393.html

16. Phelps Kelloggs Remixed (2009)
http://www.flickr.com/photos/siys/3257198119/

17. “breakfast of flakes” by Archer773 (2009)
http://www.flickr.com/photos/45936529@N00/3255942817/

18. http://www.youtube.com/watch?v=ezVQr6p01dU

19. http://www.someecards.com/upload/sports/you_finally_have.html

20. “It's Tony the Orange Female Lion!” by USB Cable
http://www.flickr.com/photos/usb_cable/3261592087/

21. “Kelloggs Boycott” by momishere91910
http://www.flickr.com/photos/12526698@N03/3259417693/

24. http://www.huffingtonpost.com/cenk-uygur/kellogg-should-not-have-f_b_165091.html

26. http:/ wist.flaptor.com
/t

28. Stock Stock Twitter
Drop Drop Spike
Stock
Twitter Twitter
Drop
Spike Spike
Kelloggs vs. Phelps meme-quake (Feb 2009)

29. Where does Public
Relations come in?

30. Phases of
Community
Involvement

31. http://www.useit.com/alertbox/participation_inequality.html

32. Designing for the Social Web: The Usage Lifecycle
http://bokardo.com/archives/designing-for-the-social-web-the-book/

33. Groundswell, Forrester Research, 2008

34. Social Technographics Ladder from Groundswell, Forrester Research, 2008

35. Social Technographics Ladder from Groundswell, Forrester Research, 2008

37. Basic Level of
Online Engagement

38. Listen.

39. 1. watch what people
say about your brand
2. engage influencers

40. google.com/alerts

41. SocialMention.com

42. search.t witter.com

43. Reader.google.com

44. t weetgrid.com

45. TweetDeck desktop app

46. Graze... don’t consume everything!

47. quot;Like most Americans, and like Michael Phelps
himself, we were disappointed in his behaviorquot;
quot;Also like most Americans, we accept his apology.
Moving for ward, he remains in our plans.quot;
- Subway, 6th Feb 2009

48. Guess who this is. Clue: Occidental College freshman (Lisa Jack, 1980)

49. Thank you
Reach me via twitter at @brainopera