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Cipr social summer_social media and journalism

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CIPR SOCIAL SUMMER 2012 #ciprsm – social media and journalism Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
ADVERTISING DIES … JOURNALISM SUFFERS Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
OECD report into newspaper publishing industry Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
MEDIA LANDSCAPE, IT HAS CHANGED! • News outlets are “abandoning attempts to be first for breaking news, focusing instead on being the best for verifying and curating it.” • Publishers have realised that “social media, blogs and user generated content are … creating an important extra layer of information and diverse opinion.” • We’ve entered the era of ‘social recommendation,’ which is playing a significant role to driving traffic to traditional content. • News organisations are devoting significant resources to exploit social networks to drive search. Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
INFORMATION EVERYWHERE Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
ORIELLA PR NETWORK GLOBAL DIGITAL JOURNALISM STUDY 2012 Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
ORIELLA PR NETWORK GLOBAL DIGITAL JOURNALISM STUDY 2012 Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
ORIELLA PR NETWORK GLOBAL DIGITAL JOURNALISM STUDY 2012 Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
INFORMATION EVERYWHERE 1. Check emails 2. Check Twitter and associated sites – followers, mentions, dm’s, searches, hashtags 3. Check blogs – individuals, bloggers and corporates 4. Check forums – posts and comments 5. Analyse and asses any data 6. Follow up with PRs as well as influencers 7. Monitor Facebook pages for comments Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
AN INTERVIEW … ON TWITTER? Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
CURATE, FILTER AND VERIFY … THEN PUBLISH! • Source news – Twitter, Facebook, blog posts, forums, data, pictures, video, etc. – Have searches set up in Twitter/TweetDeck – Subscribe to blogs, online influencers – RSS! – Track sentiment, find influencers • Verify content – Time stamps, exif files, etc. – Follow the digital footprint – Twitter, Facebook, LinkedIn, Forums – Speak to people – find witnesses and commentators! • Publish! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
SECURITY! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
WHAT ABOUT PRs? • Listen to your community – journalists and other influencers are doing so. – Have searches and lists set up in Twitter/TweetDeck – Subscribe to blogs, online influencers – RSS! – Track sentiment, find influencers • Learn about your community – Tone, language, area of interests. – Customise your content – you are speaking to more than one audience! – Churnalism will kill your reputation! • LISTEN! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
FIND JOURNALISTS … THEY’RE THERE! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
FIND JOURNALISTS … THEY’RE THERE! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
TIME YOUR PR TEAM ADAPTED • Your audience doesn’t stop talking during the weekend. – Duty press office, also listen and engage on social networks! – Don’t just monitor the media – monitor the conversations. – Engage with journalists, bloggers and other influencers • Empower your comms team – iPad’s, tablets, mobiles – if you are on call, be on call! – Don’t think of holding statements – think of holding Tweets! – Be active and rebute in real-time! • LISTEN! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
THANK YOU … ANY QUESTIONS? Stay in touch… Julio Romo Web: www.twofourseven.co.uk Email: julio@twofourseven.co.uk Twitter: @twofourseven Facebook: facebook.com/JulioRomoPR LinkedIn: http://uk.linkedin.com/in/twofourseven Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk

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Cipr social summer_social media and journalism

  • 1. CIPR SOCIAL SUMMER 2012 #ciprsm – social media and journalism Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 2. Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 3. Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 4. ADVERTISING DIES … JOURNALISM SUFFERS Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 5. OECD report into newspaper publishing industry Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 6. Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 7. MEDIA LANDSCAPE, IT HAS CHANGED! • News outlets are “abandoning attempts to be first for breaking news, focusing instead on being the best for verifying and curating it.” • Publishers have realised that “social media, blogs and user generated content are … creating an important extra layer of information and diverse opinion.” • We’ve entered the era of ‘social recommendation,’ which is playing a significant role to driving traffic to traditional content. • News organisations are devoting significant resources to exploit social networks to drive search. Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 8. INFORMATION EVERYWHERE Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 9. ORIELLA PR NETWORK GLOBAL DIGITAL JOURNALISM STUDY 2012 Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 10. ORIELLA PR NETWORK GLOBAL DIGITAL JOURNALISM STUDY 2012 Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 11. ORIELLA PR NETWORK GLOBAL DIGITAL JOURNALISM STUDY 2012 Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 12. INFORMATION EVERYWHERE 1. Check emails 2. Check Twitter and associated sites – followers, mentions, dm’s, searches, hashtags 3. Check blogs – individuals, bloggers and corporates 4. Check forums – posts and comments 5. Analyse and asses any data 6. Follow up with PRs as well as influencers 7. Monitor Facebook pages for comments Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 13. Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 14. AN INTERVIEW … ON TWITTER? Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 15. CURATE, FILTER AND VERIFY … THEN PUBLISH! • Source news – Twitter, Facebook, blog posts, forums, data, pictures, video, etc. – Have searches set up in Twitter/TweetDeck – Subscribe to blogs, online influencers – RSS! – Track sentiment, find influencers • Verify content – Time stamps, exif files, etc. – Follow the digital footprint – Twitter, Facebook, LinkedIn, Forums – Speak to people – find witnesses and commentators! • Publish! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 16. SECURITY! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 17. WHAT ABOUT PRs? • Listen to your community – journalists and other influencers are doing so. – Have searches and lists set up in Twitter/TweetDeck – Subscribe to blogs, online influencers – RSS! – Track sentiment, find influencers • Learn about your community – Tone, language, area of interests. – Customise your content – you are speaking to more than one audience! – Churnalism will kill your reputation! • LISTEN! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 18. FIND JOURNALISTS … THEY’RE THERE! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 19. FIND JOURNALISTS … THEY’RE THERE! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 20. TIME YOUR PR TEAM ADAPTED • Your audience doesn’t stop talking during the weekend. – Duty press office, also listen and engage on social networks! – Don’t just monitor the media – monitor the conversations. – Engage with journalists, bloggers and other influencers • Empower your comms team – iPad’s, tablets, mobiles – if you are on call, be on call! – Don’t think of holding statements – think of holding Tweets! – Be active and rebute in real-time! • LISTEN! Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk
  • 21. THANK YOU … ANY QUESTIONS? Stay in touch… Julio Romo Web: www.twofourseven.co.uk Email: julio@twofourseven.co.uk Twitter: @twofourseven Facebook: facebook.com/JulioRomoPR LinkedIn: http://uk.linkedin.com/in/twofourseven Julio Romo Communications Consultant & Digital Strategist | @twofourseven | www.twofourseven.co.uk