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e!PR By David Phillips
 

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

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    e!PR By David Phillips e!PR By David Phillips Presentation Transcript

    • Making Online Public Relations Work David Phillips Innovative Internet Marketing TM Internet Marketing
    • Online PR – way to go
      • Some thoughts
      • The five elements
      • Some examples
      • Mashing it up
      Innovative Internet Marketing TM Internet Marketing
    • 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
    • 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
    • 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
    • People buy stuff online Innovative Internet Marketing TM Internet Marketing
    • The predictions all go one way Innovative Internet Marketing TM Internet Marketing
    • Taking another perspective Innovative Internet Marketing TM Internet Marketing
    • 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
    • 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
    • No one can be the complete expert Innovative Internet Marketing TM Internet Marketing
    • 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
    • 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
    • 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
    • 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
    • Five principles
      • Richness
      • Reach
      • Transparency
      • Porosity
      • Internet Agency
      Innovative Internet Marketing TM Internet Marketing
    • Rich content
      • Get the basics right
        • Good website design
        • Good interactive content
        • More content
      Innovative Internet Marketing TM Internet Marketing
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Future PR – a contribution to FIR Innovative Internet Marketing TM Internet Marketing
    • 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
    • Thank You
      • Conversations?
      • Email: [email_address]
      • Blog: leverwealth.blogspot.com
      Innovative Internet Marketing TM Internet Marketing