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20  November  2008 Presentation to PR Success Strategies Conference SOCIAL MEDIA/WEB PR PRESENTATION TO THE UCT GSB NOMADI...
8 September 2009 Presentation to Old Mutual Nomadic Marketing Programme TRADITIONAL DEFINITION  OF PUBLIC RELATIONS “ Publ...
DISRUPTIVE MARKETS,  CHANGING WORLDS “ The impact of social media upon corporate communications is changing the role of th...
CHANGING FACE  OF MEDIA
CHANGING FACE  OF MEDIA
SOCIAL MEDIA  ALLOWS FOR  MULTIDIRECTIONAL  COMMUNICATION BRAND MSG
MATCH MAKING Social media enables the PR industry to fulfill its original mission: FACILITATE RELATIONSHIPS SPREAD THE MES...
AT THEIR  MERCY NO MORE Spreading a message and building a community is no longer: time consuming difficult to measure dep...
BIGGER  RESPONSIBILITY Utilising social media to implement PR campaigns does however mean that we are now responsible for:...
ALL THE WHILE… ANTICIPATING IT AND PLANNING FOR IT  <ul><li>Examples of content: </li></ul><ul><li>Video clips </li></ul><...
CONTENT  MUST BE: <ul><li>Relevant </li></ul><ul><li>Concise </li></ul><ul><li>Optimised </li></ul><ul><li>Substantial </l...
YOUR  AUDIENCE  IS… MEDIA SAVVY.  NOT PASSIVE . CRITICAL. ACTIVE.  VOCAL . INFORMED.  HUNGRY .  YOUR  BEST  FRIEND. Rules ...
INFLUENCE  AND WOM… 300 vs 3000 who yields the most influence? and THE POWER OF WORD OF MOUTH feeds likes status updates d...
SAY WHAT YOU MEAN  AND MEAN WHAT YOU SAY Don’t manipulate.  Seed yes  (where appropriate).  But don’t try to control the m...
ONLINE  PLATFORMS http://www.writetech.net/2008/08/the-social-medi.html
TRICKS  OF THE TRADE <ul><li>Online article syndication </li></ul><ul><li>Involves writing articles that are in no way a d...
<ul><li>2. Optimised press releases  </li></ul><ul><li>Aimed at newswires and websites. </li></ul><ul><li>Intended to driv...
<ul><li>3. Think like a blogger </li></ul><ul><li>The Quirk e-marketing textbook sums the essence of blogger relations up ...
TOOLS  OF THE TRADE <ul><li>4. Social media press releases </li></ul><ul><li>Aimed at bloggers and citizen journalists. </...
TOOLS  OF THE TRADE <ul><li>5. Online press room  </li></ul>
ENGAGE  IN THE  CONVERSATION <ul><li>WebPR is about engaging in the conversation. In order to do so you should be tracking...
 
THE RTD  WEBSITE
THE FACEBOOK  GROUP <ul><li>members </li></ul>
THE FACEBOOK  EVENT <ul><li>3442 confirmed guests </li></ul><ul><li>1758 maybe attending  </li></ul>
MORE  FACEBOOK  STATS
FACEBOOK  CONTINUE… <ul><li>To initiate WOM/viral campaigns </li></ul><ul><li>To communicate with key target markets </li>...
TWITTER  STREAM
Muti
YouTube
FLICKR
RTD  WAP  SITE <ul><li>SMS ‘ DAISIES ’ to  32424  (SMS cost R1)   to receive the link to the Rocking the Daisies WAP site ...
RTD  2008  BLOGGING  COMPETITION
BLOG  POWER <ul><li>Competition results: </li></ul><ul><li>33 dedicated posts </li></ul><ul><li>1381 page views </li></ul>...
RTD RED BULL  RADAR  PROJECT
POWER OF  COMMUNITY <ul><li>RADAR 2008 competition results: </li></ul><ul><li>28 000 votes </li></ul><ul><li>15 000 unique...
ADDITIONAL  RTD  COLABS  IN 2009
DON’T FORGET THE  OFFLINE MEDIA Convergence is key. Find the touch points and engage consistently on all levels.
ENGAGEMENT = RESULTS <ul><li>Online articles = 86 (Excl online media partner coverage) </li></ul><ul><li>Relevant online m...
REMEMBER,  REMEMBER … <ul><li>Choose your tools wisely </li></ul><ul><li>T-E-A-M </li></ul><ul><li>Think like Joe Soap </l...
SOURCES AND  RESOURCES <ul><li>Wobble.co.za  - http://www.wobble.co.za/social-media-pr.html </li></ul><ul><li>Mashable.com...
PING  ME <ul><li>Catherine Lückhoff </li></ul><ul><li>Joint-owner of MANGO-OMC </li></ul><ul><li>www.mango-omc.com </li></...
20  November  2008 Presentation to PR Success Strategies Conference THANK YOU Arrow back to return to previous slide Arrow...
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Social Media PR

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Presentation on Social Media/Web PR for the UCT Graduate School of Business Nomadic Marketing Course.

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  1. 1. 20 November 2008 Presentation to PR Success Strategies Conference SOCIAL MEDIA/WEB PR PRESENTATION TO THE UCT GSB NOMADIC MARKETING PROGRAMME 8 SEPTEMBER 2009 Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue Presentation runs automatically up to the title slide Thereafter press the spacebar or mouse click to proceed Catherine Lückhoff
  2. 2. 8 September 2009 Presentation to Old Mutual Nomadic Marketing Programme TRADITIONAL DEFINITION OF PUBLIC RELATIONS “ Public Relations practice is the art and social science of analysing trends, predicting their consequences, counseling organisations’ leaders and implementing planned programmes of action which will serve both the organisation and the public interest.” – Handbook of Public Relations, Fifth Edition by Chris Skinner & Llew von Essen
  3. 3. DISRUPTIVE MARKETS, CHANGING WORLDS “ The impact of social media upon corporate communications is changing the role of the public relations practitioner. In short, the world has changed, and the dynamics of PR have changed with it. Disruptions in global economics and the rise of social media have presented the world of corporate communications with a new paradigm. Drastic changes in general media are changing how PR practitioners address content, the media and representation of their clients. At the heart of the evolution is content, and the PRO's role in its generation, aggregation and resulting conversations.” – Craig Rodney, Emerging Media
  4. 4. CHANGING FACE OF MEDIA
  5. 5. CHANGING FACE OF MEDIA
  6. 6. SOCIAL MEDIA ALLOWS FOR MULTIDIRECTIONAL COMMUNICATION BRAND MSG
  7. 7. MATCH MAKING Social media enables the PR industry to fulfill its original mission: FACILITATE RELATIONSHIPS SPREAD THE MESSAGE Except now it’s out in the open.
  8. 8. AT THEIR MERCY NO MORE Spreading a message and building a community is no longer: time consuming difficult to measure dependent on a lengthy feedback process unpredictable at the discretion of the editor
  9. 9. BIGGER RESPONSIBILITY Utilising social media to implement PR campaigns does however mean that we are now responsible for: conceptualising and creating the content pitching it self-publishing it marketing and spreading it tracking it responding to it
  10. 10. ALL THE WHILE… ANTICIPATING IT AND PLANNING FOR IT <ul><li>Examples of content: </li></ul><ul><li>Video clips </li></ul><ul><li>Music </li></ul><ul><li>Visuals </li></ul><ul><li>Copy </li></ul><ul><li>Graphics </li></ul><ul><li>Podcast </li></ul><ul><li>Vodcast </li></ul>
  11. 11. CONTENT MUST BE: <ul><li>Relevant </li></ul><ul><li>Concise </li></ul><ul><li>Optimised </li></ul><ul><li>Substantial </li></ul><ul><li>Must now, more than ever, add value </li></ul><ul><li>Break the filter barrier </li></ul>Info overload Short attention spans Seek out the tribe
  12. 12. YOUR AUDIENCE IS… MEDIA SAVVY. NOT PASSIVE . CRITICAL. ACTIVE. VOCAL . INFORMED. HUNGRY . YOUR BEST FRIEND. Rules of engagement: KNOW YOUR AUDIENCE KNOW YOUR PLATFORM
  13. 13. INFLUENCE AND WOM… 300 vs 3000 who yields the most influence? and THE POWER OF WORD OF MOUTH feeds likes status updates diggs votes highlights etc .
  14. 14. SAY WHAT YOU MEAN AND MEAN WHAT YOU SAY Don’t manipulate. Seed yes (where appropriate). But don’t try to control the message. Create it. Spread it. Track it. Gauge it. Be aware of it. Anticipate it. Be aware of the impact and implications and respond if the need arises. YOUR ROLE IS TO LISTEN AND FACILITATE.
  15. 15. ONLINE PLATFORMS http://www.writetech.net/2008/08/the-social-medi.html
  16. 16. TRICKS OF THE TRADE <ul><li>Online article syndication </li></ul><ul><li>Involves writing articles that are in no way a direct promotion of your brand. </li></ul><ul><li>They are written to provide info and valuable content. </li></ul><ul><li>Submitted to online article directories, from where they are picked up and republished. </li></ul><ul><li>Contain links and keywords relevant to your brand and website. </li></ul><ul><li>Great for SEO. </li></ul><ul><li>Ensure it’s content that people want. </li></ul><ul><li>Directories: </li></ul><ul><ul><li>www.ezinearticles.com </li></ul></ul><ul><ul><li>www.goarticles.com </li></ul></ul><ul><ul><li>www.postarticles.com </li></ul></ul><ul><ul><li>www.uberarticles.com </li></ul></ul>
  17. 17. <ul><li>2. Optimised press releases </li></ul><ul><li>Aimed at newswires and websites. </li></ul><ul><li>Intended to drive traffic to your site. </li></ul><ul><li>Copy should contain keywords, phrases and links. </li></ul><ul><li>Free options and paid for options – paid for is usually syndicated. </li></ul><ul><li>Always publish your release on your own site first. </li></ul><ul><li>Remember your boilerplate and contact information. </li></ul><ul><li>Examples of submission sites: </li></ul><ul><ul><li>www.prweb.com </li></ul></ul><ul><ul><li>www.i-newswire.com </li></ul></ul><ul><ul><li>www.pr.com </li></ul></ul><ul><ul><li>www.pressbuzz.com </li></ul></ul>TRICKS OF THE TRADE
  18. 18. <ul><li>3. Think like a blogger </li></ul><ul><li>The Quirk e-marketing textbook sums the essence of blogger relations up well: </li></ul><ul><li>Read their blogs and engage. </li></ul><ul><li>Make pitches personal and relevant. </li></ul><ul><li>Provide accurate key information. Be descriptive but concise. </li></ul><ul><li>Do not try to spin a story. </li></ul><ul><li>Show you are aware of who is talking about you, and who is talking about their blog. </li></ul><ul><li>Be transparent. </li></ul><ul><li>Provide links to images, logos and press releases. Never send large attachments. </li></ul>TRICKS OF THE TRADE
  19. 19. TOOLS OF THE TRADE <ul><li>4. Social media press releases </li></ul><ul><li>Aimed at bloggers and citizen journalists. </li></ul><ul><li>Communicates facts more clearly and concisely. </li></ul><ul><li>Template created by SHIFT Communications. </li></ul><ul><li>Not used very often in SA as yet . </li></ul>
  20. 20. TOOLS OF THE TRADE <ul><li>5. Online press room </li></ul>
  21. 21. ENGAGE IN THE CONVERSATION <ul><li>WebPR is about engaging in the conversation. In order to do so you should be tracking the conversation . </li></ul><ul><li>Tools include: </li></ul><ul><li>Brandseye.com </li></ul><ul><li>Tweetscan </li></ul><ul><li>Google Alerts </li></ul><ul><li>Media monitoring companies e.g. MSA, Newsclip </li></ul><ul><li>RSS feeds </li></ul>
  22. 23. THE RTD WEBSITE
  23. 24. THE FACEBOOK GROUP <ul><li>members </li></ul>
  24. 25. THE FACEBOOK EVENT <ul><li>3442 confirmed guests </li></ul><ul><li>1758 maybe attending </li></ul>
  25. 26. MORE FACEBOOK STATS
  26. 27. FACEBOOK CONTINUE… <ul><li>To initiate WOM/viral campaigns </li></ul><ul><li>To communicate with key target markets </li></ul><ul><li>To offer sponsor and media partners branding opportunities </li></ul><ul><li>To communicate with members directly </li></ul><ul><li>To upload rich media content (videos, pictures, mp3’s) </li></ul><ul><li>To drive competitions </li></ul><ul><li>To initiate conversations </li></ul><ul><li>To include your audience in a meaningful way </li></ul>FB is a great platform through which:
  27. 28. TWITTER STREAM
  28. 29. Muti
  29. 30. YouTube
  30. 31. FLICKR
  31. 32. RTD WAP SITE <ul><li>SMS ‘ DAISIES ’ to 32424 (SMS cost R1) to receive the link to the Rocking the Daisies WAP site which includes the festival line-up, tracks, videos and wallpaper downloads, a map to the event, ticket information and much, much more! </li></ul>
  32. 33. RTD 2008 BLOGGING COMPETITION
  33. 34. BLOG POWER <ul><li>Competition results: </li></ul><ul><li>33 dedicated posts </li></ul><ul><li>1381 page views </li></ul><ul><li>771 visits </li></ul><ul><li>95 tags linking back to RTD and Digicape websites </li></ul><ul><li>Exponential readership from each individual blog </li></ul>
  34. 35. RTD RED BULL RADAR PROJECT
  35. 36. POWER OF COMMUNITY <ul><li>RADAR 2008 competition results: </li></ul><ul><li>28 000 votes </li></ul><ul><li>15 000 unique voters </li></ul><ul><li>35 bands signed up </li></ul><ul><li>Top 5 music judges in the country </li></ul><ul><li>First campaign of its kind in SA </li></ul><ul><li>1 winner </li></ul>
  36. 37. ADDITIONAL RTD COLABS IN 2009
  37. 38. DON’T FORGET THE OFFLINE MEDIA Convergence is key. Find the touch points and engage consistently on all levels.
  38. 39. ENGAGEMENT = RESULTS <ul><li>Online articles = 86 (Excl online media partner coverage) </li></ul><ul><li>Relevant online mentions tracked by Brandseye = 476 (1 Aug - 13 Nov) </li></ul><ul><li>Blog posts = 54+ </li></ul><ul><li>Magazine articles = 80 </li></ul><ul><li>Newspaper articles = 68 </li></ul><ul><li>Radio interviews = 36 (Excl. radio media partner coverage) </li></ul><ul><li>TV interviews = 7 (Excl. TV media partner) </li></ul><ul><li>Offline media campaign worth R13 million (Online AVE not measured) </li></ul><ul><li>Overall: </li></ul><ul><li>Ticket sales up from 5000 to 10 300 (sales also affected by marketing elements such as posters, flyers, outdoor advertising etc.) </li></ul>Results from RTD 2008 media campaign (for a regional Western Cape event):
  39. 40. REMEMBER, REMEMBER … <ul><li>Choose your tools wisely </li></ul><ul><li>T-E-A-M </li></ul><ul><li>Think like Joe Soap </li></ul><ul><li>Never pull favours </li></ul><ul><li>Budget for the unknown </li></ul><ul><li>Ubuntu </li></ul><ul><li>Collaboration, celebration </li></ul><ul><li>Doh, re, me spells strategy </li></ul><ul><li>Content is KING </li></ul><ul><li>Give as good as you get </li></ul><ul><li>Track and evaluate </li></ul><ul><li>Be wise, condomise </li></ul>
  40. 41. SOURCES AND RESOURCES <ul><li>Wobble.co.za - http://www.wobble.co.za/social-media-pr.html </li></ul><ul><li>Mashable.com - http://mashable.com/2008/10/30/best-social-media-tools-for-pr-professionals-and-journalists/ </li></ul><ul><li>Quirk e-Marketing - http://www.quirk.biz/emarketingtextbook </li></ul><ul><li>Shift Communications - www. shift comm.com/downloads/ smpr template.pdf </li></ul><ul><li>Google Images - http://images.google.co.za/imghp?hl=en&tab=wi </li></ul><ul><li>THE INTERNET. </li></ul>
  41. 42. PING ME <ul><li>Catherine Lückhoff </li></ul><ul><li>Joint-owner of MANGO-OMC </li></ul><ul><li>www.mango-omc.com </li></ul><ul><li>Blog: http://cluckhoff.com/ </li></ul><ul><li>Skype: Cluckhoff </li></ul><ul><li>Twitter: http://twitter.com/cluckhoff </li></ul><ul><li>Linkedin - http://www.linkedin.com/in/catherineluckhoff </li></ul><ul><li>Landline +27 21 461 9244 or mobile +27 82 440 7116 </li></ul><ul><li>[email_address] </li></ul>
  42. 43. 20 November 2008 Presentation to PR Success Strategies Conference THANK YOU Arrow back to return to previous slide Arrow forward to proceed to next slide Spacebar to pause or continue
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