Social media from a PR perspective

Blogs in Romania

Blogs in Romania
11.436 active blogs (at least 1 article in october) from 35.611 monitored
3327 active sites registered with trafic.ro/bloguri
Source: www.zelist.ro
Top 50 reach bloguri

Website vs blog Credits: www.converstations.com Cobweb Photo at Flickr by florriebassingbourn Crowd Photo at Flickr by kyrielle
Different mindset
Different approach
Different tools
Different metrics
Different results

Blogs aren’t just websites!
Websites/classic media tools/metrics:
New metrics for blogs & all social media
Starting conversations
Engagement
Involving bloggers, their readers, and social media users in campaigns
OTHER? (Spread value, engagement value, influence value)
Authentical content/reviews
News coverage
Reach/eyeballs
Media relations
Press releases
“ PRESS”
“ RELEASES”
Media advertising value
“ Testimonials”

& bloggers aren’t journalists
Bloggers don’t
Publish press releases
Limit themselves with journalism rules and methods
Need to be objective/impartial
Need to be right
Need to obtain approval for anything
Answer any invitation of the tens they receive daily
Bloggers do
Talk about what they like
Talk about what their readers like
Criticize everything
Opinionize & take sides
Appreciate fun & witty online campaigns
Appreciate common sense, good humor, and good grammar & writing skills

Practices
Sites and classic media
Selection by reach and TG
Sending out press releases
Nurturing relationships with key journalists
Press conferences
Events
Spreading “testimonials”
Blogs and social media
Selection by reach, interaction potential and blog personality
Creating social media actions
Using key bloggers to generate followship
Integrated marketing communications
Dedicated content and interaction plan and resources

Were this a press release…

Puma sponsorship of Squadra Azzura
Puma discussed on top Romanian blogs about sponsoring the national team of Italy and engaged users in the conversation
On 5 of the top 10 Romanian blogs
Users were asked to tell their most beautiful memories of the national team of Italy creating an excellent context for Puma
Puma offered several Puma products as prizes

Blog readers in Romania
Key findings:
Young people, mostly 20 – 35 years-old (73,7%), revenues and studies above the Romanian average internet user
Are loyal to their favourite blogs (most read 2-5 blogs almost daily)
Interact with their favourite blogs (44,7% commented at least onace) and 6.6% are active commenters that do it often or with almost each new article
Are influenced by these : 68,9 % have confirmed or changed their opinions based on reading blogs 59,9% many times.

Thx.
Ionut Oprea
www.clickio.ro
www.standout.ro

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Social media from a PR perspective

by Ionut Oprea on Nov 30, 2009

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Social media from a PR perspective — Presentation Transcript