Proceedings from the 2008 SNCR Research Symposium
November 18, 2008 | 6 Comments
Presentations
Preliminary Findings from the Middleberg/SNCR Survey of Media in the Wired World
Presented by Don Middleberg & SNCR Executive Director Jen McClure
About the Speakers:
Jen McClure is the executive director of the Society for New Communications Research. She is a communications professional with more than 20 years of experience in all facets of media and communications. She is a graduate of Sarah Lawrence College, and earned a certificate in nonprofit management from California State University, a graduate certificate in History & Politics from Oxford University, and a master’s degree from Stanford University.
Don Middleberg has more than 30 years in the communications business. Don’s first firm, Middleberg & Associates, started in 1989. In 2000, the agency became Euro RSCG Middleberg when it was acquired by Euro RSCG, the largest communications division within Havas. In the 1990s, his firm’s technology practice gave Don an early window to the Internet and led him to become one of the first communications practitioners to understand the web’s long-range impact on public relations and corporate communications. With Professor Steven Ross, formerly of the Columbia University Graduate School of Journalism, Don initiated “The Middleberg/Ross Media Survey.” Don’s book, Winning PR in the Wired World, was published by McGraw Hill in 2001 and remains required reading for communications majors at major universities and professionals at Fortune 500 companies. Don has lectured on PR for the American Advertising Federation, the Arthur Page Society, the Financial Communications Society, the PRSA, Boston University, Cornell, NYU and the Newhouse School. Don holds a bachelor’s degree in economics and a master’s of business administration in marketing.
Findings from the First Longitudinal Study of Social Media Adoption by the Inc. 500
Presented by Dr. Nora Ganim Barnes, PhD, University of Massachusetts and SNCR Senior Fellow & Research Chair
About the Speaker:
Dr. Nora Ganim Barnes, Ph.D. is a Senior Fellow and Research Chair of the Society for New Communications Research. Dr. Barnes is Chancellor Professor of Marketing and Information Systems. She earned a Ph.D. in Consumer Behavior from the University of Connecticut and is a Chancellor Professor of Marketing and Director of the UMASS Center for Marketing Research. She has been the recipient of the Leo Sullivan Excellence in Teaching Award (1993), the Distinguished Alumni Award (1996), Scholar of the Year at UMass Dartmouth (1999) and the Massachusetts President’s Community Service Award. Dr. Barnes has worked as a consultant for many national and international firms. She also works closely with businesses in the Southern New England area, providing marketing research assistance to small businesses. Dr. Barnes has authored more than 90 articles published in academic and professional journals, has contributed chapters to books, and has been awarded numerous research grants.
Analyzing Social Media in the 2008 Presidential Election
Presented by SNCR Fellows Emily Metzgar, Ph.D. & Albert Maruggi
Emily Metzgar, PhD is a 2008 Fellow of the Society for New Communications Research and Emily Metzgar is assistant professor at Indiana University’s School of Journalism. She completed her PhD in media and public affairs at Louisiana State University’s Manship School of Mass Communication in May. Her research focuses on the disruptive impact of interactive technology on established media and political institutions. Emily has a bachelor’s degree from the University of Michigan and a master’s degree from The George Washington University. She is a former U.S. diplomat with additional professional experience at the National Defense University and the United States Institute of Peace. She also has extensive writing and editing experience. In addition to academic and professional publications, she also served as a community columnist for the Shreveport (LA) Times from 2003 through spring 2007. Emily’s work has appeared in Christian Science Monitor, LA Times, and International Herald Tribune. She has been named a Graduate Fellow of the American Academy of Political and Social Science.
Albert Maruggi is a Senior Fellow of the Society for New Communications Research, president of Provident Partners and host of the Marketing Edge podcast. He has spent his 25-year career in communications ranging from broadcast journalism, politics, marketing, and technology. In the 1980s Maruggi worked as a radio and television journalist in markets across the Midwest. He moved to politics when he became a press secretary for a Congressman from Nebraska and then the press secretary for the Republican National Committee during the 1988 president election cycle. He served as a communications senior staff member for presidential cabinet members in the Bush ’41 Administration. He’s also held several upper-level corporate marketing and communications positions. Maruggi is a well-rounded and knowledgeable resource on new media and consumer engagement. Maruggi launched Provident Partners’ own podcast, the Marketing Edge, in February 2005. He has been covered in many publications including BrandWeek, Sales and Marketing Management, and the Business Journal.
An Overview of the Veteran Support Ad Council Campaign
Presented by Trace Della Torre, Campaign Manager, The Ad Council
About the Speaker
Trace Della Torre is responsible for overseeing the development, implementation, and evaluation of several Ad Council campaigns, including Obesity Prevention and Veteran Support. In her position, she works with the campaign team to guide strategic and creative development and the day-to-day management of each campaign.
Trace joined the Ad Council in May 2004, after working at the Office of President William Jefferson Clinton as a fact checker on his bestselling memoir My Life. Prior to working at the Office of the President, she interned at NBC Sports in the Press and Media Relations Department. Trace received her BA in International Communications from Franklin College in Switzerland.
Socialtext Demo
Presented by Alan Lepofsky, Socialtext, SNCR Vendor Council Member
Socialtext recently launched Socialtext 3.0, a trio of applications including Socialtext People and Socialtext Dashboard, and Socialtext Signals, as well as a major upgrade to its enterprise wiki offering. The SNCR Fellows have been using the “SNCR Wiki” provided by Socialtext since the Society’s inception in 2005 to collaborate on research studies and other Society initiatives. In addition, we offer a wiki version of our Journal of New Communications Research to allow authors and subscribers to engage in discussion, debate, research paper updates, etc. Socialtext 3.0 will enable SNCR to foster an even greater level of online collaboration, networking, discussion, relationship-building and knowledge-sharing between the Society’s Fellows and our members, serving as the platform for our new members-only site.
Results from the 2008 Tribalization of Business Study
Presented by SNCR Senior Fellow Francois Gossieaux & Ed Moran, Deloitte, SNCR Research Partner
Ed Moran is Director of Product Innovation, Deloitte Services LP. He is a Global Deloitte Technology, Media and Telecommunications (TMT) subject matter specialist and leads the team that explores digital convergence, social networking and Web 2.0, and he leads Deloitte’s State of the Media Democracy Survey. He has served for a number of years as a member of the World Economic Forum’s Technology Pioneer Selection Advisory Committee, has conducted workshops at the annual meeting in Davos, and was a member of the National Academies’ National Nanotech Initiative (NNI) Review Committee, which was chartered by Congress to evaluate the National Nanotechnology Initiative program. Ed writes, speaks and lectures on digital convergence, community, Gen X/Y marketing principles, changing TMT business models, technology commercialization, technology trends, product innovation, business strategy, intellectual property and piracy, nanotechnology, technology transfer and the financing of technology companies. He is frequently quoted in the media, including Advertising Age, B2B, BusinessWeek, Chemical and Engineering News, CNBC’s “Closing Bell,” CNNfn, Computer Power User, Entrepreneur, Forbes.com, Informationweek, Nanotech Planet, NBC’s Nightly News, the New York Law Journal, The New York Times, PharmaVoice, PRNews, SmallTimes and Wired. Prior to joining Deloitte Services, Ed was managing partner of a Manhattan law firm, where he served a number of technology and entertainment clients. Ed holds a law degree from New York Law School and a MBA in IS and Management from NYU.
Insights from “The ROI of Online Press Releases” study
Presented by SNCR Fellows Shel Holtz and Mihaela Vorvoreanu, Ph.D. and Jiyan Wei, Vocus, SNCR Vendor Council member
Shel Holtz, ABC is a Founding Fellow of the Society for New Communications Research. Mr. Holtz is principal of Holtz Communication + Technology. He has been advising companies on how to use online tools for public relations and corporate communications since 1996. Before that, he was a communications consultant and practice leader for Alexander & Alexander Consulting Group. He has also been director of corporate communications at two Fortune 500 companies, Mattel and Allergan. He is the author of several books and is on the Web at www.holtz.com and blogs at blog.holtz.com.
Dr. Mihaela Vorvoreanu is a 2008 Fellow of the Society for New Communications Research and an Assistant Professor in the Department of Communication Studies at Clemson University. Her research and teaching interest is public relations and new Internet technologies. Dr. Vorvoreanu teaches PR as well as communication theory. She has published research articles in Public Relations Review and the Journal of Website Promotion and will soon publish a book on the website experience analysis. Originally from Bucharest, Romania, Dr. Vorvoreanu earned both her M.A. and Ph.D. degrees from Purdue University. Before joining Clemson in January 2007, she was on the faculty at the University of Dayton (Dayton, Ohio) where she taught PR and advised the university’s PRSSA chapter. Dr. Vorvoreanu blogs at http://www.prconnections.net. For more information, visit http://www.clemson.edu/~mihaela.
Jiyan Wei is Vocus’ product manager responsible for the leading online newswire PRWeb. He is responsible for product development and integration, strategic business planning, partnerships, and marketing/sales of PRWeb. Prior to Vocus, Jiyan served as Vice President of Online Services for v-Fluence Public Relations where he was responsible for defining and developing processes and technologies to better serve clients. He completed his undergraduate studies in English and music at Georgetown University and graduate studies in media and communications at the London School of Economics. Jiyan maintains a blog New Influencer (www.newinfluencer.com) where he writes about media and technology.
Economic Decentralization & the Growth of the Small Business
Presented by SNCR Founding Fellow Steve King, Emergent Research, a SNCR Research Partner
Steve King is a Founding Fellow and a member of the board of directors of the Society for New Communications Research. Mr. King is a partner of Emergent Research, and Senior Advisor to the Institute for the Future (IFTF). His current research is focused on understanding how the Internet, new media and social networks are impacting marketing and communications. Steve has more than 25 years of industry and consulting experience. He has held a number of corporate executive, general management, and marketing positions including vice president of corporate marketing for Macromedia, vice president and general manager Asia-Pacific for Lotus Development Corporation, and vice president of marketing for Isys Corporation. Steve has served on the fiduciary or advisory boards of more than a dozen companies, and has served as interim CEO for five early stage technology firms. Steve King holds an MBA from Northwestern’s Kellogg School of Business and a BS from the University of Richmond.
Middleberg/Society for New Communications Research Survey of Media Reveals Journalists’ Generational Gap
November 18, 2008 | 1 Comment
Other Key Preliminary Results…
* New Generation of Journalists Rapidly Adopting Social Media/Online Communications
* Social Media Tools Going Mainstream in the Newsroom
* Online Media Gaining Credibility
* Key Implications for Communicators – Adopt or Fade Away
NEW YORK- NOV.18,2008 (BUSINESS WIRE)–While journalists across all age groups and beat assignments are rapidly adopting social media tools into their everyday work, the greatest usage is shown by young “Millennial Generation” journalists. The disparity in usage between younger versus older journalists is striking and holds important implications for journalists and communicators.
These and other important findings were revealed at the 3rd Annual Society for New Communications Research Symposium, which was held Friday, November 14th, at the Hotel Marlowe in Cambridge, MA, (http://sncr.org/symposium08/). The survey findings were presented by Don Middleberg, CEO of the independent public relations agency, Middleberg Communications, and Jen McClure, executive director, Society for New Communications Research.
This new study is the successor to the highly regarded journalist survey conducted from 1994 – 2004 by
Don Middleberg and Steven Ross, formerly Associate Professor of the Columbia Graduate School of Journalism.
“The most dramatic and significant finding of this new survey,” stated Middleberg, “is the rapid adoption of new media and online communication among all journalists. The disparity in usage and perceived value of these new tools and technologies to the future of journalism is particularly striking among the youngest demographic versus the oldest.”
Key findings among youngest versus older journalists:
* 100% of Millennial respondents (i.e., 18-29 year-olds) believe new media and communications tools are enhancing journalism, versus 40% in the 50-64 demographic
* 87% of 18-29 year-olds believe bloggers have become important opinion-shapers, versus 60% of 50-64 year-olds
* 87% of 18-29 year-olds confirm that new media and communications enhances the relationship with their audience, versus 42% of 50-64 year-olds
Key findings among all journalists:
* 48% of all respondents use LinkedIn, and 45% use Facebook to assist in reporting
* 68% of all respondents use blogs to keep up on issues or topics of interest
* 86% of all respondents use company websites, 71% use Wikipedia, and 46% use blogs to research an individual organization
“The exciting news,” said Middleberg, “is that we have new ways to reach and communicate with a whole new generation of journalists. The communications professionals who embrace these changes will be far more effective and successful.”
Stated McClure, “What is striking about this survey is that it is very clear that the ‘Millennials’ – the younger journalists entering the workforce – are adopting new media and social tools more readily and seeing their value, especially in terms of collaborating with their peers and strengthening their relationships with their audiences and the people in the areas they cover. While it’s not entirely surprising that this younger generation of journalists are users of these new communications tools, it’s interesting that they understand how to use them effectively in their work, and are pushing the journalism profession as a whole to create a more collaborative, reciprocal, interactive, and fluid form of journalism.”
Implications For Public Relations Practitioners
* Public relations must connect the dots between public relations and social media
* Managing social media belongs with public relations practitioners since PR professionals are story tellers who understand how to build relationships, collaborate, engage in conversations, understand changing influence patterns, and how to communicate with journalists in the channel of their choice
* Personal contacts and relationships continue to be critical. Journalists still want old fashioned face-to-face meetings and phone calls
Survey Methodology
The survey questionnaire was developed by SNCR’s Research Fellows in conjunction with TWI Surveys and informed by discussions with those Fellows who are journalists and communications professors. It was launched in September 2008 and is still in progress. All data was tested for significant differences. All journalists are invited to participate in the survey at: http://www.surveytracker.net/scripts/survey.dll?AHID=03100D
Respondents to date include 160 editors and reporters from print, broadcast, and online news organizations. Final results will be published in the SNCR’s Journal of New Communications Research and presented at the New Communications Forum in Spring 2009. The full study will include in-depth case studies with journalists.
About the Society for New Communications Research
The Society for New Communications Research is a global nonprofit think tank dedicated to the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. SNCR creates a bridge between the academic community and practitioners using these new tools and methodologies, and is focused on research, education and best practices. For more information about the Society for New Communications Research, visit http://www.sncr.org or call +1 (650) 331-0083.
About Middleberg Communications
Middleberg Communications is a full-service, independently owned public relations agency with specialized expertise in corporate and financial services, marketing and media, technology and sustainability. The agency places a major emphasis on achieving real, tangible goals that are designed to help our clients grow their businesses. Hallmarks of the firm are: smart, creative strategic thinking; in-depth media relations; and unbridled enthusiasm for achieving clients’ business goals – all supported by good old fashioned hard work. Visit Middleberg Communications at www.middlebergcommunications.com
Contacts
Middleberg Communications
Don Middleberg, 212-812-5664
don@middlebergcommunications.com
or
Society for New Communications Research
Jen McClure, 650-331-0083
jmcclure@sncr.org
Society for New Communications Research Honors Award Winners
November 16, 2008 | 8 Comments
Winning Social Media Case Studies Now Published on NewCommReview.com
Palo Alto, Calif. – November 17, 2008 – The Society for New Communications Research (http://www.sncr.org), a global nonprofit think tank focused on the latest developments in new media and communications, announced the winners of the 2008 SNCR Excellence in New Communications Awards at the 3rd Annual SNCR Research Symposium & Awards Gala held at the Hotel Marlowe in Cambridge Mass. on Friday, November 14th.
The Society’s prestigious awards program honors individuals, corporations, nonprofit organizations, educational institutions, and media outlets that are pioneering the use of social media, ICT, mobile media, online communities, virtual worlds, and collaborative technologies in the areas of business, media, journalism and professional communications, entertainment, education, social initiatives, government and politics. This year the Society’s Fellows reviewed nearly 100 case study submissions.
Awards were granted in six divisions: Corporate, Government, Media, Nonprofit/NGO, Academic, and Technology Innovation, and in seven categories: Behind the Firewall; Blogger Relations; Collaboration and Co-creation; External Communications and Communities; New Media Creation; Mobile Media and Online Reputation Management. The winners include:
• “Behind the Firewall” (Internal Communications/Corporate Division: Dell, Inc.
• Blogger Relations/Corporate Division: Molson with Hill & Knowlton
• Collaboration & Co-creation/Corporate Division: Dell’s IdeaStorm Team with Salesforce.com
• Collaboration & Co-creation/Academic Division: United Nations University
with the WHO Centre for Health Development
• External Communications & Communities/Government Division: State Bar of Texas
• External Communications & Communities/Nonprofit Division: Couchsurfing, International
• External Communications & Communities/Corporate Division: SAP
• New Media Creation/Social Media Production/Nonprofit Division: Homeless Nation
• New Media Creation/Social Media Production/Academic Division: Lynn University
• New Media Creation/Social Media Production/Corporate Division: The Washington Capitals with Brand Thunder
• New Media Creation/Social Media Production/Media Division: Revision3
• Mobile Media/Corporate Division: Unilever with Edelman Mobile for the Dove campaign
• Online Reputation Management/Academic Division: University of Illinois at Springfield
• Online Reputation Management/Corporate Division: Network Solutions with Livingston Communications
• Technology Innovation: Mobility Public Relations, Vizu, Inc., and Zannel
The Society’s Fellows also honored Charlene Li and Josh Bernoff, co-authors of Groundswell as the 2008 SNCR Visionaries of the Year, Twitter as the Innovation of the Year, and Dell, Inc. as the Brand of the Year. SNCR recognized Dell with three awards in all – honoring Dell’s excellence in using social media tools and technologies to improve the company’s internal communications, collaboration initiatives, and brand image.
In addition to the top award winners in each division and category, Commendations of Merit and Commendations of Excellence were presented to more than 35 other organizations that submitted case studies in the awards program. More than 50 of these winning case studies have been published in New Communications Review at http://www.newcommreview.com/index.php?s=awards/.
About the Society for New Communications Research
The Society for New Communications Research is a nonprofit global think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business, and society. For more information, visit http://www.sncr.org or call (650) 331-0083.
SNCR Media Contact Jen McClure Executive Director Society for New Communications Research (650) 331-0083 jmcclure@sncr.org Skype: jenmcclure http://www.sncr.org
Society for New Communications Research Joins with Iraq and Afghanistan Veterans of America and the Ad Council on Social Networking and Online Community Initiative for Iraq and Afghanistan War Veterans
November 11, 2008 | 1 Comment
November 11, 2008 – Palo Alto, Calif. - The Society for New Communications Research today announced that it will work with Iraq and Afghanistan Veterans of America (IAVA) and the Ad Council on a special pro bono project designed to address the readjustment challenges facing Iraq and Afghanistan veterans. Created by BBDO New York, the campaign seeks to raise awareness and increase the number of Iraq and Afghanistan veterans who seek treatment for mental health issues by connecting them with other veterans online with whom they can discuss the issues they face as they readjust to civilian life.
The 1.7 million men and women who have served in Iraq and Afghanistan are at an increased risk for mental health issues. Nearly 300,000 of returning veterans (20 percent) report symptoms of post traumatic stress disorder (PTSD) or major depression, yet only half have sought treatment, according to a RAND Corporation study conducted in April 2008. Untreated PTSD can aggravate other serious problems , including unemployment, homelessness, substance abuse, divorce, child abuse, and suicide. Many veterans avoid seeking help because of a perceived stigma around mental illness. Those who have received help often cite their family as the catalyst. However, most families don’t know how to broach the subject constructively.
To address this problem, IAVA joined with the Ad Council to develop a national multimedia campaign launching this Veterans Day The campaign directs veterans to www.CommunityofVeterans.org, the first and only social networking site designed exclusively for Iraq and Afghanistan veterans. Iraq and Afghanistan veterans can use this private online community to share their experiences and access resources, including a searchable database of national and local resources for jobs, education, health, and mental health care. This online community will foster connections among veterans and allow them to communicate with each other. In addition, public service announcements (PSAs) will direct audiences to a second website, designed for families and loved ones who want learn how to better support the needs of the veterans in their lives and start a constructive dialogue with them. The website and communities were developed by BarkleyREI. An integrated social media program will help raise awareness of this initiative and drive veterans to the website through outreach conducted on popular social networking sites and blogs targeted to service members and their families.
The Society for New Communications Research is lending its resources to this unique initiative. SNCR Senior Fellows Adrian Chan and Katie Paine and SNCR Vendor Council member Visible Technologies are donating their time, expertise and technology to analyze and measure the effectiveness of the campaign and its online components.
“The Ad Council is proud to join with IAVA to launch such a historic campaign to help ease the readjustment for Iraq and Afghanistan veterans, and we are very grateful to SNCR for its participation in this project,” said Tony Foleno, senior vice president of research for the Ad Council. “As we increasingly incorporate social media and interactive components into our campaigns, it is vital that we do all we can to measure their effectiveness. SNCR’s expertise will be an extremely valuable addition to this effort.”
“We are very proud and honored to be a part of this critical campaign designed to support the men and women who have served our country in Iraq and Afghanistan,” said Jen McClure, executive director, SNCR. “We thank our Fellows, Katie Paine and Adrian Chan, and Visible Technologies for donating their time and expertise to this important project.”
“Visible Technologies is extremely proud to participate in this project and have the Ad Council and SNCR utilize our technologies for measuring participation and the effectiveness of social media conversations for the Veteran’s initiative,” said Blake Cahill, senior vice president, marketing, Visible Technologies.
“Working with IAVA, the Ad Council and Visible Technologies gives us the opportunity to make a difference on an issue that deserves national attention, and it is a privilege to be able to do so,” added Adrian Chan, a senior fellow of the Society for New Communications Research.
Tracy Della Torre, campaign manager for the Ad Council will present an overview of the campaign at the upcoming Society for New Communications Research Symposium on Friday, November 14th. The event will be held at the Hotel Marlowe in Cambridge, Mass. Information and online registration is available at http://sncr.org/symposium08/.
About the Society for New Communications Research
The Society for New Communications Research is a nonprofit global think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business and society. For more information, visit http://sncr.org.
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Media Contacts:
Jen McClure
SNCR
+1 (650) 331-0083
jmcclure@sncr.org
Chrissy Stevens
IAVA
212-982-9699
chrissy@iava.org
Ellyn Fisher
The Ad Council
(212) 984-1964
efisher@adcouncil.org
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