Online PR: Making part of your strategy

Online PR making it a part of your strategy by Emily Tully

The Main Tools • Social Media • Blogging • Video • Audio (podcasts)

Social Media

So why use it?

• to communicate with your market/ audience • to increase your visibility • to build loyalty • to make you more accessible • to learn from your customers

hmm I don’t know...

hmm I don’t know... isn’t facebook etc. just for kids and messers?

★ Irish facebook users: 1 411 200

★ Irish facebook users: 1 411 200 ★ 55% of Irish users are female, 44% male

★ Irish facebook users: 1 411 200 ★ 55% of Irish users are female, 44% male ★ 34.4% of Irish users are between 25 and 34 years of age

★ Irish facebook users: 1 411 200 ★ 55% of Irish users are female, 44% male ★ 34.4% of Irish users are between 25 and 34 years of age ★ 17.2% of Irish users are aged between 35 and 44 years of age (Stats from facebakers.com)

Things to remember...

Things to remember... • this is not a tick the boxes exercise - make sure you have interesting content and a dedication to updating it

Things to remember... • this is not a tick the boxes exercise - make sure you have interesting content and a dedication to updating it • some social media platforms will suit you more then others and will beneﬁt you more too. If time is tight prioritise!

Things to remember... • this is not a tick the boxes exercise - make sure you have interesting content and a dedication to updating it • some social media platforms will suit you more then others and will beneﬁt you more too. If time is tight prioritise! • be careful with your social media tone of voice (we’ll see why later!)

Business Blogging

why blog? ★ great way of adding a bit of detail if your product/service is a little complicated ★ it gives your business a personality ★ builds loyalty through understanding ★ handy for announcements ★ allows you to be the expert

Wait...I’ve deﬁnitely heard this is dangerous...

Its safe as long as you • watch your tone (I have a really good example coming up!) • pay attention to blogging etiquette • keep updating with interesting, relevant content • moderate, don’t censor

IIA SMWG guide to business blogging www.iia.ie/resources

Video & Audio

some audio/video examples • http://www.youtube.com/watch? v=xrClbNNm5LU • http://www.curiouswines.ie/blog/ category/curious-videos/ • http://blog.iia.ie/2007/iia-national- congress-2007-podcast/

Case Studies Some people who do this really well...

All Rounders...

Facebook

Twitter

Myspace

YouTube

What do they get out of it? " I would go so far as to say that without social media, LadyUmberella would not be where it is today. We can now advertise to and connect with almost 10,000 people via our social media pages and this number is growing daily. We’ve spent pretty much nothing on advertising. The only input required is connecting with people, listening to people and actually caring about what they say." Rob Ryan, Co-founder of LadyUmberella Ltd.

• Our facebook fanpage launched on the 8th of August 2009 and we now have just shy of 3,800 fans. • We have over 5,000 twitter followers between two accounts though we never used twitter before August 15th 2009. • - Our website is now in the top million most visited websites on the internet based on its Alexa ranking. The majority of this trafﬁc has been via facebook and twitter.

• On youtube our videos have been viewed over 2,500 times which has also generated some buzz and hype about the brand. • From twitter and facebook we have connected with numerous bloggers and have gotten over 50 blog posts about our brand which has led to more trafﬁc/sales.. • - All the online buzz has reverberated into national newspapers and we have been mentioned in the Star, the Mail on Sunday and the Irish Daily Mail.

Case Study Some people who got it horribly wrong...

Nestlé...

So,somebody decided to post this

and they went on...

and still it went on... Until it developed into a full scale attack on Nestlé’s use of Palm Oil. The company has since announced that it’s to curtail the use of palm oil.

And this is how their google news headlines look...

So what can we learn from the Nestle example? • Tone is extremely important. Social Media users do not appreciate authoritative, scolding, sarcastic tones. The best online discussions are respectful of all opinions whether both sides agree or not.

• If you know a negative opinion exists about you, or there are unresolved controversies surrounding you - don’t expect wine and roses from social media users!

• Be careful what platform you use - maybe you need one with tighter moderation controls

• Web 2.0 is all about freedom of expression and sharing - that means your logos etc are fair game.

• Online PR and Social Media are now informing traditional media - always be aware that any content/comments you put up today could be in tomorrows newspapers

Thanks for listening Now its your turn!

www.emilytully.com emily@emilytully.com Twitter: @emilytully Skype: emilytully (I use facebook for my personal life but you’re welcome to peek at www.facebook.com/ emilytully)

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Online PR: Making part of your strategy

by Emily Tully on Mar 23, 2010

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Online PR: Making part of your strategy — Presentation Transcript