Field Notes Inside an Integrated Communications Agency

• Karly Hand - Karly Hand
  
• Erin Portman - Erin Portman PR
• Brian Solis - PR 2.0
  
• Peter Shankman - HARO

In a world riddled with ADD, where TMI blogging and DIY reporting are the norm, are PR agencies still relevant? All sides will discuss the Pros & Cons of public relations in the digital age. - SXSW 2009

I was particularly interested in this as Capstrat is always billed as a PR agency - though we consider ourselves a communications agency. Three other colleagues were interested in this conversation for the exact same reason.

I cannot speak for them, but I found the conversation dissappointing. The conversation was not as challenging as I wanted it to be and focused mainly on Twitter. In fact, the audience was so fond of Twitter that the session ended up being one of the most popular terms on Twitter. There are 61 pages of results on Twitter Search for #PR2. Most popular tweet: "PR is getting people to do your job for you."

One of the panelists suggested that every brand should be on Twitter. Does every brand need to be tweeting? Absolutely not. Does every brand need to pay attention to what people are saying about them on Twitter? Absolutely.

To stay relevant, PR agencies need to have online specialties that expand beyond Twitter. You don't need to create Web sites, but you need to be able to engage in the social media world as necessary.

When you are tweeting, you have to decide if your tweet is yogurt or informational yogurt. The fact that you are eating yogurt is not informational, but the fact that you got a discount on the Pinkberry yogurt is relevant.

If you are a PR person that is trying to figure out how to navigate the social media world, consider reading Brian Solis' blog PR 2.0. If you are a client looking to navigate the social media world, contact us.

On the Love. Die. Submit blog:

1. Capstrat Meet-up: March 10, 2009 6-9 PM at Capstrat

2. Margot asks if commitment the same in real life and online

3. Todd M talks about the complications of being married in real life and on Second Life - and no the experience is not first hand.

4. With the help of some Koala bears, Todd gives some advice on long-distance hugging.

5. Margot talks about trust issues in online relationships.   She is not the first of us to consider online-only marriages a modern day twist on 1940's War Brides.

 

The Love. Die. Submit. Blog is a playground for people to talk about digital love and the afterlife - two topics we are interested in, and conversing about at SXSW this year. 

Two of Capstrat's ideas were selected for the SXSW Interactive conference this year. The SXSW interactive festival celebrates the creativity and passion behind the coolest new media technologies. There are hundreds of panel sessions that cover everything from Web design to development to social networks to starting your own Web-based start-up. The newest element of the event is ScreenBurn at SXSW, which adds specific gaming industry programming as well as a three-day Arcade to the mix.
 
Todd Moy and Laura Bryant are interested in love in the clouds – wondering specifically of marriage could exist online only. Could two people really share a life without ever meeting in meatspace? We discuss how online-only marriages could work. What current assumptions and apprehensions will seem quaint tomorrow? What are the barriers, and what answers will technology provide? In a world that’s redefining marriage, is this the next logical step? Margot C Lester is co-presenting with us. Margot lives in the Triangle and has a recurring column on MSN / Match.com. She has a unique and personal perspective on online dating, having met her husband online.
 
Evan Carroll and John Romano are interested in finding out who will check their email after they die. Ever wondered what will happen to your digital existence after you die? E-mail, domain names, social networking content – do you want to leave it behind, "bequeath" it, or delete it? This in-depth discussion will provide technical, philosophical and legal insights on how to articulate your final online wishes. Matt Ludwig is co-presenting with us. We met Matt in late 2008 after a discussion about the digital afterlife came up on the IxDA (Interaction Design Association) listserv. He is working on a project that addressed exactly these issues.
 
To start discussions around these topics, we have created a blog that focuses on submitting to love and death. Check out posts from John, Laura, Evan and Todd as well as our two co-panelists. The blog is interesting whether you are interested in Digital Love or Digital Death.
 

SXSW is one of the very best interactive conferences in the world. We've sent individuals in the past and we've always been HUGE advocates for the conference. This year we decided to submit some ideas. The people at SXSW have created a panel picker so attendees can select what they want to see at the conference. With 1200+ ideas submitted, we want your help! It will be hard to find our ideas with all the others. 

Follow this link to see the 4 Capstrat ideas.  (or read below) You must register to vote. Consider doing so. There are a lot of great ideas out there.

Vote for our friends at Campfire, too. 

For more information about the conference, visit the SXSW site .  

Here's what we submitted: 

Microsites. Macro Risks and Rewards.
Microsites can boost you or burn you. Extend your brand, or dilute it. How can you tame them to serve your needs? Come hear what our marketing, branding and technical experts are reporting from the front lines - and learn how to laser-focus your messaging without getting scorched.

1. What exactly is a microsite and how does it differ from other sites?
   
2. What are 4 good reasons to build one?
   
3. How do you navigate the opportunities and dangers of microsites?
   
4. Does using microsites as part of a broader campaign lead to brand dilution or brand extension?
   
5. When implementing a microsite, how do you reconcile rigid IT process with the need for speed, agility and flexibility?
   
6. What kind of interactions and experiences make a great microsite?
   
7. How are microsites like the replicants in Blade Runner?
   
8. How do you define your audience, message and success for your microsite?
   
9. How do you craft rules to guide microsite projects without stifling creativity?
   
10. What will microsites look like a year from now?

 

Who Will Check My Email After I Die?
Ever wondered what will happen to your digital existence after you die? E-mail, domain names, social networking content - do you want to leave it behind, -bequeath- it, or delete it? This in-depth discussion will provide technical, philosophical and legal insights on how to articulate your final online wishes.

1. How can I decide what should be done with my social network profiles and other digital assets?
2. How can I ensure sensitive information is deleted or transferred to the correct person?
3. Can I leave my domain name in my will?
4. Whom should I select to execute my digital estate?
5. How can I inform my online friends of my death and share with them my final messages?
6. Can I protect my digital identity from destruction by my descendants or others?
7. Can I transfer my iTunes purchases to somebody else?
8. How can I keep my dirty laundry out of my obituary?
9. Is there a service that can help with this?
10. How can I be sure that big companies (like Google, Facebook, Yahoo and Microsoft) will respect my wishes?
    

 

Physical Computing: from I get it to Sold!
The learning curve is steep, but it's over in a flash. Our panelists bring word from the other side: Physical computing works. And sells. Participants in this session will build and keep their own devices from simple chips and inexpensive parts.

1. What is physical computing?
2. Why is it important to me?
3. How do I set up my Wiring or Processing environment?
4. Can artists, architects, designers, etc., benefit from physical computing?
5. Will my clients be interested in physical computing?
6. How can I build my own computer-controlled device?
7. How can I progress from simple devices to really cool gadgets?
8. What are some good resources on the web?
9. What are some good resources that are not on the web?
10. What are some larger applications for this knowledge?

 

Love in the Cloud: Online-Only Marriages
Could two people really share a life without ever meeting in meatspace? We discuss how online-only marriages could work. What current assumptions and apprehensions will seem quaint tomorrow? What are the barriers, and what answers will technology provide? In a world that's redefining marriage, is this the next logical step?

1. What variables must be in place to have an online only marriage?
2. What new technologies might make this possible?
3. Is anyone doing anything similar to this?
4. What variables constitute a romantic relationship?
5. Is presence or physical interaction a requirement for a fulfilling relationship?
6. Assuming we make a prediction for this, when do we see it happening in the future?
7. What populations could benefit from this ability to have this type of relationship?
8. What are the implications of this for society?
9. What would your mother say? :)
10. What are the detractions for this? - (For example, some inhibitors are: Legal implications, Death - transferable implications, taxes)