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e!PR By David Phillips

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Internet public relations for Estonia. Shared at this event http://www.altex-marketing.com/epr-pr-internetis-internet-pr-seminar …

Internet public relations for Estonia. Shared at this event http://www.altex-marketing.com/epr-pr-internetis-internet-pr-seminar

David Phillips is Professor of Internet Public Relations http://www.linkedin.com/in/davidghphillips and part of the altex team http://www.altex.ee/altex-people

Published in Business , News & Politics
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  • 1. Making Online Public Relations Work David Phillips Innovative Internet Marketing TM Internet Marketing
  • 2. Online PR – way to go
    • Some thoughts
    • The five elements
    • Some examples
    • Mashing it up
    Innovative Internet Marketing TM Internet Marketing
  • 3. Estonia and Europe Web 2.0
    • With 64% households online (against 49% average across Europe), SIM card penetration among the highest and broadband adoption in the top quartile, Estonia has great for PR opportunities.
    • Not either/or its both
    • Online PR is developing fast and has four big features
      • Many channels for communication – and growing
      • Many platforms for communication – and growing
      • Not many true experts
      • Huge demand for strategic and tactical skills - worldwide
    Innovative Internet Marketing TM Internet Marketing
  • 4. Estonia is very switched on
    • Estonia
      • 100 megabit internet access covering the whole of Estonia by the year 2015 – well ahead of rest of EU
      • Estonia is 18 th most connected in the World
      • Skype is the largest provider of international calls.
    • We know this....
      • Estonia is a small country – so mass market theory is not so relevant
      • Estonia has masses of media but no mass media and they are under pressure
    Innovative Internet Marketing TM Internet Marketing
  • 5. The opportunity beckons
    • Viviane Reding Member of the European Commission
    • responsible for Information Society and Media says:
      • “ Web 2.0 and social networks are growing at viral rates . Popular social sites attract more than 120 million regular users. This is only the beginning as web 2.0 applications will be more and more used by businesses
      • “ The emergence of 'enterprise 2.0' will bring about huge benefits to European companies and SMEs in particular.
    Innovative Internet Marketing TM Internet Marketing
  • 6. People buy stuff online Innovative Internet Marketing TM Internet Marketing
  • 7. The predictions all go one way Innovative Internet Marketing TM Internet Marketing
  • 8. Taking another perspective Innovative Internet Marketing TM Internet Marketing
  • 9. Differences and changes
    • Estonia Online retail is up 6.3% this year – welcome to my world
    • http://xrl.in/2g65
    • Domestically and across the EU Online PR now needs to develop and become more pro-active in the domestic market.
    Innovative Internet Marketing TM Internet Marketing
  • 10. The high theory
    • Traditional PR is still important
    • Basic PR skills remain critical
      • Identifying publics
      • Relationship management
      • Communication skills
    • Online needs these skills but on steroids
      • User generated ‘publics’
      • User generated brand ‘values’
      • User mediated publishing
    Innovative Internet Marketing TM Internet Marketing
  • 11. No one can be the complete expert Innovative Internet Marketing TM Internet Marketing
  • 12. So, where to start?
    • What agencies can offer
      • Strategy (integrated with other PR)
      • Rules of engagement
      • Auditing (important platforms and channels, audience profile, how to engage, when to engage – what are the UG ‘market’ segments and UG ‘key’ messages)
      • Content provision and authoring
      • Monitoring services
    • Attention
      • Devote time to understanding
        • Listen to FIR
        • Monitor top sector bloggers
        • Try things out
    • Make or buy
      • You can’t do it all
      • Use service providers
      • Use specialists
      • Be transparent (I am far to busy to want to have your clients as well)
    Innovative Internet Marketing TM Internet Marketing
  • 13. A simple (dynamic) audit makes the point about the range of expertise you need http://www.netvibes.com/lindtonline#Lindt_in_Social_Media Innovative Internet Marketing TM Internet Marketing
  • 14. What does this mean for you?
    • Areas of expertise to develop
    • Knowledge of the most significant (and relevant) and fast developing platforms and channels for communication
    • Knowledge of, and a relationship with, specialists – you can’t know everything.
    • Strategy capability to identify best channels and platforms for client’s use and application
    • Skill sets in the application of channels/platforms
    • Capability to sell effective solution to a client base desperate for good advice
    Innovative Internet Marketing TM Internet Marketing
  • 15. Knowledge platforms and channels for communication
    • Follow the best in the business to see what they think and do.
      • Altex
      • eConsultancy - http://econsultancy.com/
      • For Immediate Release podcast http://forimmediaterelease.biz/
    Innovative Internet Marketing TM Internet Marketing
  • 16. Five principles
    • Richness
    • Reach
    • Transparency
    • Porosity
    • Internet Agency
    Innovative Internet Marketing TM Internet Marketing
  • 17. Rich content
    • Get the basics right
      • Good website design
      • Good interactive content
      • More content
    Innovative Internet Marketing TM Internet Marketing
  • 18. Reach
    • Getting the right audience
      • At the right time
      • In the right context
      • To be involved through your service and products
    • Achieved by
      • Clear view of community (which is your audience)
      • Good content for the community
      • Good SEO -
      • Effective interaction
      • ‘ fess up if it goes pear shaped
      • Monitor web traffic like a hawk – where do you send visitors when they have finished with your site?
      • Link juice magnets
      • Reasons to link to your site (e.g. Content like words, images, videos, interactions)
    • Join YOUR/YOUR ORGANISATION’S communities with something it needs or wants to know
    Innovative Internet Marketing TM Internet Marketing
  • 19. Transparency
    • If you hide it, they will find it elsewhere
    • BUT – you share it with stakeholders AND competition.
    • You thought it was confidential, behind the firewall, subscription only? Think again – someone blogged it somewhere and added their own spin too.
    • Need good (social media) policies for employees (they are Bloggers, Twitterers and Facebook fans too) – see IBM, BBC policies
    Innovative Internet Marketing TM Internet Marketing
  • 20. Porosity
    • Organisations are porous
    • Information leaks out
      • Employees
      • Contractors
      • Commercial partners
    • Mostly not malicious
    • Needs risk assessment
    • Needs contingency planning
    • Its good PR anyway
    Innovative Internet Marketing TM Internet Marketing
  • 21. Agency
    • The internet acts as an agent
    • It can change content
      • Because of what people do
      • Because of what technologies do
    • When the message is out there it WILL be changed
    Innovative Internet Marketing TM Internet Marketing
  • 22. Reach is in the long tail
    • 20 th century mass marketing is a mind set – challenge it!
    • A small active online community will be the focus of 90% of sales because they act like a magnet to consumers.
    • Unlike old media relations, ALL the content that goes online is there (in effect) forever – with added opinions and information.
    Innovative Internet Marketing TM Internet Marketing
  • 23. Why PR has to adopt online PR
    • It is now a high proportion of social interactions
    • Offline media is loosing its reach and power
      • Not the death of traditional PR – yet!
    • Offline content is ‘Googled’ so has to be supported
    • Not instead or but in addition to
    Innovative Internet Marketing TM Internet Marketing
  • 24. What you have to do
    • Research and monitor current developments from experts (and they are not all American)
    • Try stuff out on yourself
    • Get close to experienced practitioners – mostly they share their knowledge
    • Think about audiences beyond borders
    Innovative Internet Marketing TM Internet Marketing
  • 25. What is the opportunity
    • For best practice PR folk, it takes very little time to get really good – From a standing start 18 months ago Publicasity got clients like Yahoo! and United Biscuits – you can too.
    • This form of PR practice is not free it takes up a lot of (chargeable) time
    • We are all learning, there are no experts, it keeps changing, being aware of developments means you are worth more!
    • Its global – your expertise, the tools you create, your methodologies can be exported to partners worldwide
    Innovative Internet Marketing TM Internet Marketing
  • 26. Where will it all end?
    • Bad luck – it won’t!
    • It will evolve – faster and faster
    • Of 1.5 billion internet users worldwide 70% add attention, content and interactivity. 1% add new technologies (hacks, programmes, software, facilities etc.)
    • Stop the world, I want to get on.
    • A future view for FIR 2007
    Innovative Internet Marketing TM Internet Marketing
  • 27. Future PR – a contribution to FIR Innovative Internet Marketing TM Internet Marketing
  • 28. The Advert Phillips, D & Young, P (2009) Online Public Relations 2ed Kogan Page London Part of the CIPR PR in Practice series Innovative Internet Marketing TM Internet Marketing
  • 29. Thank You
    • Conversations?
    • Email: [email_address]
    • Blog: leverwealth.blogspot.com
    Innovative Internet Marketing TM Internet Marketing