The document discusses the evolution of media from 30 years ago to today. It notes the rise of internet and mobile usage, with people now spending much more time online. It also discusses how consumers now trust peer recommendations more than brands and marketing. The document advocates for brands to engage consumers in open and transparent conversations online rather than one-way advertising messages. It provides some examples of both brands getting social media wrong and right.

1. The importance of online PR

2. UK media 30 years ago… Sources: OfCom 3 TV channels 6 radio stations 3,500 magazine titles

3. UK media today... Sources: OfCom, Wikipedia 250+ TV channels 500+ radio stations 10,000+ magazine titles +

4. 39.1m internet users (64.2%) But not just penetration… broadband drives interactivity & engagement Average amount of time spent online increased x4 in last 4 years (20hrs pm) 110% mobile phone penetration 1 billion text messages sent weekly 38% mobile internet usage by 2012 UK media today... Sources: Yahoo! 2006, eMarketer 2007 & OfCom Q1 2006, International Telecommunications Union and Veronis Suhler Stevenson, Economist 2004, Forrester

5. 3,000 Source: Advertising: It's Everywhere, Media Awareness Network, 2005.

6. Always on culture… today’s consumer mashes 44hrs into 24hr day Source: Yahoo!/OMD

7. There are 3.5 billion online conversations every day Peer reviews are a significant driver of brand trust and product selection Sources: Keller Fay Group, Bazaarvoice/izu Answers online market research May 16, 2007 to June 6, 2007

8. Consumers trust their peers more than they trust marketers 90% 70% 45% Recommendations from other consumers Brand websites TV ads Sources: Forrester/Intelliseek Research 2006, Yankelovich Monitor 2004/05 Not as overwhelmed by information as they used to be 58% 1999 “ I’m overwhelmed by all the sources of information avail;able today.” 45% 2004 Want to try before they buy More and more watching film trailer online before buying tickets iTunes have shifted record buying. Sample the singles then buy the album. Pride themselves on seeing through the marketing speak & spin 58% 2005 “ It’s important to be seen as somebody who can see through the exaggeration & the hype.” 38% 2002

9. The atomisation of the web has made these complexities harder to overcome Brand “ownership” has fundamentally shifted. Consumers expect to be involved, engaged and invited to collaborate Sources: David Armano, http://darmano.typepad.com/logic_emotion

10. From SHOUTING to conversations web 1.0 / mass media web 2.0

12. The consumer has evolved… They have on demand expectations They want real-time dialogue They want personal experiences Sources: Greg Verdino, http://gregverdino.typepad.com/

14. How can your brand engage in this world? Be: Open Authentic Transparent Sources: Greg Verdino, http://gregverdino.typepad.com/

15. Find your risk threshold The comfort point between “ policing the brand” and “releasing the brand” Sources: Greg Verdino, http://gregverdino.typepad.com/

16. The most important thing you can do? listen Sources: Greg Verdino, http://gregverdino.typepad.com/

17. Getting it wrong is easier than getting it right

19. “ I want to acknowledge our error in failing to be transparent about the identity of the two bloggers from the outset.” Edelman PR

20. But have learned from mistakes

21. Hasbro tried to shutdown Facebook’s Scrabulous app Source: Fallon Brainfood

22. Agencies not immune

26. Some examples of getting it right

28. Southwest airlines setting the record straight

29. Coke Facts http://www.cokefacts.org/

30. 5 principles

31. VALUE EXCHANGE Interaction that benefits the individual EXPERIENCES, NOT MESSAGES Engagement, not advertising. Co-creation, comment. DETACH & DISTRIBUTE Content that does not exist in one silo. Allow good content to spread & allow consumers to build on it. Infectious content will spread faster. BRAND EXPERIENCE Ensure consistency of messages across all platforms and channels. Allow consumer to choose channel for them: do not dictate. OPTIMISE Continually assess. Do and learn. Build on what works, stop what doesn’t.

32. How we do it

33. Online media relations Reputation management Brand assets Video/pod casting Viral e-communications Managing online relationships Editorial placement Online promotions Corporate partnerships Auditing Consulting Blogs Landscaping Monitoring Interaction Street teams Grassroots communication

34. And we do it for…