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Web PR Techniques
 

Web PR Techniques

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This slideshow focuses on public relations techniques for the Web.

This slideshow focuses on public relations techniques for the Web.

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    Web PR Techniques Web PR Techniques Presentation Transcript

    • Web PR Techniques Brett Atwood
    • Web Distribution
      • Web news sites
      • “ Viral marketing”
      • Direct-to-consumer marketing
      • Blogs and social networking sites
    • “ Viral” Marketing
      • One of the most effective “new” marketing strategies uses “viral” techniques that spreads through “word-of-mouth” among “infected” audience members
    • Goals of Viral Marketing
      • Get people talking about your product, service or campaign
      • Let “word-of-mouth” spread your message
      • Build trust and awareness through low-key product/message placement
    • Viral Marketing: Pros
      • Inexpensive
        • Others do the distribution
      • Increased Credibility
        • The audience is more likely to believe something from their peers over something originating directly from a sales person
    • Viral Marketing for “Unconventional” Products
      • Viral marketing can be used to promote unconventional products and ideas
      • Example: Philips “Bodygroom”
        • Shaver for body hair
        • Embarrassing topic for many
        • Too “explicit” for mainstream media
    • Success of Shaveseverywhere.com
      • Philips launched the site shaveeverywhere.com
      • Uses humor and even explicit language to pitch product
      • Small marketing budget
      • Sales increases
      • Mentioned in over 1,000 blogs
    • Success of “Fred”
      • Fred is a character created by a teenager on YouTube
      • Attracted the attention of a sponsor for product placement
        • Zip-It
      • # 1 – Most Subscribed (All Time) on YouTube (as of 11/08)
    • Viral Marketing: Cons
      • Control
        • You don’t control the distribution
        • Randomness to who gets the message
      • Context
        • The context of the message can be distorted since others are distributing it
    • Example: GM “Chevy Tahoe”
      • General Motors invited Internet users to create or remix their own “advertisement” for the SUV truck “Chevy Tahoe”
    • Viral Marketing Campaign Misfires
      • A Web site was created with various elements of video that the user could use to arrange the commercial
      • The user could also add their own “text” over the video
    • Goal of the GM Viral Campaign
      • The goal was to let users interact with the product in a fun, unique way
      • They would then distribute their creation and the message to friends and via their blogs
      • GM hoped to build brand awareness of the new truck
    • Success? Or Not?
      • 21,000 user-created ads were submitted
      • 2.4 million page views
      • 80% of the ads were positive
      • However, 20% of ads were critical
        • The media coverage focused on the negative
    • Lack of Control and Context
      • Many Internet users decided to create commercials that complained about the environmental impact of the gas-hungry truck
      • A negative association between the truck and the environment was created
    •  
    • Backlash?
      • In early 2007, Boston officials mistook “real world” viral campaign materials for terrorist-planted bombs!
    • Effective Ways to Use Viral Marketing
      • To increase brand awareness without selling anything.
      • To sell products and services that usually include discounts, giveaways or other incentives
      • To communicate simple messages that share positive or negative experiences or interesting thoughts, jokes, funny videos and other observations.
    • Effective Ways to Use Viral Marketing
      • Embed messages with programs such as games that entice the user to get involved
      • Entice individuals to get involved in recruiting others in return for incentives.
      • Recruit others as new customers to share products
    • Successful Delivery of Viral Marketing
      • The message should be credible
        • Credibility increases when the message is delivered by a known friend or associate
      • The message should be compelling
        • The content must be interesting enough for someone to want to pass on word about it
      • Timeliness is key
        • Viral messages have a limited life span
        • Interest will decrease quickly after an initial burst
    • “ Online Street Teams”
      • Boston-based Alt Terrain arranges “alternative media” marketing campaigns
      • “ Online street teams” infiltrate chat rooms, bulletin boards and blogs to post positive information on clients
      • They pose as fans expressing spontaneous opinions, but they are really paid promoters
    • “ Astro-turfing”
      • Use caution in executing this technique
      • The online community is skeptical of obvious and aggressive sales techniques
      • The process of online eavesdropping has been given the nickname “astro-turfing”
        • The name refers to a brand of artificial grass
        • This is because this form of marketing is an artificial attempt at gaining “grassroots” support
    • “ Astro-turfing”
      • “ Astro-turfing” techniques have been used beyond marketing attempts to sell a product
        • They have been used to simulate “grassroots” political momentum
    • Dangers of Viral Marketing
      • Consumers will get upset if they discover that they have been manipulated
      • A backlash could occur toward your campaign
    • Example: “Lonelygirl15”
      • In the U.S., there was a scandal involving an actress who was paid to keep a video journal online
        • “ Lonelygirl15” gained millions of followers
        • She was exposed as a fake
        • Aspiring filmmakers developed her “character” to build interest in their movie
    • Blogging and Marketing
      • Many companies are adding blogs to their Web sites to communicate directly with their customers
    • Example:
      • Retailer Wal-Mart has been criticized by the media for the way it treats employees
        • Low wages
        • Poor medical benefits
      • In the past, Wal-Mart would offer a “no comment” to many journalists
      • The company suffered negative media exposure
    • Wal-Mart Woes
      • Wal-Mart decided to go directly to the public with its own Web site: WalMartFacts.com
      • The site is used to post responses to media attacks and to tell its side of the story
    • Corporate Blogs
      • Even McDonalds has a blog
      • The company is responding to criticism over the healthiness of fast food
    • Open Issues?
      • As more corporate blogs open, there is a question about how “open” they should be for public feedback
      • Should they allow for bulletin boards?
        • Lack of control = negative comments
        • Censorship = criticism from opponents
    • Marketing to Social Networking Sites
      • Social networking sites are growing
      • “ Circle of friends” concept
      • Examples:
        • MySpace.com
        • Facebook.com
    • Marketing to Social Networking Sites
      • Companies are using these sites to build communities around their products
        • Example:
          • Entertainment companies are opening MySpace pages for their movies and music products
          • Interested users can be added as “friends” and make comments on these pages
    • Other Examples
      • Jeep
        • Customers added as “friends” forming a community around Jeep brand
      • Wendy’s fast food
        • “ Squarehead” cartoon character interacts with other MySpace users about the square-shaped hamburgers
    • Trends in Social Networking
      • “ Viral” trends and marketing
        • These techniques are effective because they come from trusted sources
        • Customers “let in” the company and interact with them