Hot off the press – web 1.0 vs web 2.0!

The Straits Times today carries two articles on Social Media and PR Campaigns which I found was immensely relevant to our class. The first was on:

PR Campaigns need mix of new and traditional media (ST H19, May 13 2008 )

With the advent of new media (i.e. Web 2.0), PR campaigns tend to lean towards using online products, hence rendering traditional media obsolete. By traditional forms, we mean magazines, televisions and the newspapers. However, President and Chief Executive Fred Cook of GolinHarris asserts that traditional media still has its role to play in PR.

He gives the example of Yahoo, a company with strong online presence, which still relies largely on traditional outlets for publicity as this directly leads to a large jump in its online traffic. In addition, though the younger generation is proficient with the internet, we must not forget the older generation, who still rely on the newspapers, televisions, magazines and radio for information.

GolinHarris, a leading international PR firm, states that they have a special service called Dialogue to help clients reach out with integrated media campaigns. They focus on both digital and traditional media to create campaigns for their clients.

Something worth noting is a comment made by Mr Cook – that there is an escalating consumer demand for authenticity in PR Campaigns. And this is because consumers/netizens are growing so much more savvy and astute, with their frequent interaction with the WWW. They’d be able to tell immediately if a company, or campaign, lacks genuinity. But this could be useful as well – companies can now use the internet to share stories and experiences which they never could before – an edge for any company searching to connect in an authentic manner with its clients.

Web 2.0 means Business! (ST Digital Life, May 13 2008 )

Aha! We are not the only ones catching on. Soon, I believe, the rest of the world will discover the advantages of using social software like blogs, wikis and even facebook, in the corporate world.

This story features, in a nutshell, what we’ve been learning in class the past 2.5 weeks. So, according to Larry Oglesby, Sales Manager for IBM’s Lotus Connections Social Software Business, the focus today, is “on being innovative in order to differentiate yourself from your competitors.” AND, such social software helps companies to gain feedback and ideas from employees, partners and customers; basically, their stakeholders.

Other interesting facts:

1. IBM uses a section on their Lotus Connections, “Profiles” to make it look like Facebook or MySpace. Workers now in different locations can connect with each other if they have similar interests. This reminds me of my internship last summer – I note that Bloomberg has that same function too!

2. The ‘Cool’ Factor – they are trying to appeal to the younger generation! Us! By keeping up with the times, this would help them attract and retain new talent. NOW we know.

3. Benefits: It connects businesses to the grassroots level, enable CEOS to gain feedback from an untapped audience.

4. Detriments: info put up on the web is confidential – there could be potential security issues. (Importance of firewalls so that only authenticated users can get access to these shared services). Guidelines should be set in place to prevent the abuse of social software, and disciplinary action put in place should these guidelines be breached.

5. A challenge for business – to implement Web 2.0 applications by activating huge depositories of information like inventory trends. Their large archives could be made user organisable and searchable, and this could lead to a community being built around it.

Some success stories: Amazon Online, and eBay.

Lee Kwee Heng, Country Brand Manager of IBM promises that social software will have a trajectory akin to that of the Email service. “People were saying, we havea phone, why don’t we just make a call? Why do we need email? Social software is following the same trend. Things will not change overnight. It’s not a destination, but a journey.”


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2 Responses to “Hot off the press – web 1.0 vs web 2.0!”

  1. oldskoolmark Says:

    Haha, i love the convergence of using social media to build a stornger brand, its a proccess and i think Dell has done a great job doing that. I reccomended the pet retial industryin Singapore to do the same, its a better way of differentiating themselves rather than price cuts.

    On a lighter note, Marley and Me is gonna have a movie, OMG!!! Check my blog for more details!

  2. Yihan Says:

    Very interesting comments about Web 2.0.

    I find the section about being real in PR campaigns very insightful because the comments made by Mr Cook makes sense indeed.

    Keep blogging!=)

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