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IIA Diploma in Digital Marketing - Online PR
 

IIA Diploma in Digital Marketing - Online PR

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Presentation given on Online PR as part of the IIA Diploma in Digital Marketing on December 6th.

Presentation given on Online PR as part of the IIA Diploma in Digital Marketing on December 6th.

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  • What type of campaign are you going to run?
  • Kevin Smith: 1.6 million twitter followers Kicked off south west air flight… They dealt with it very well. Turned 1.6 millon angry folk into 1.6 million people thinking they were doing a good job.
  • Bp made a hames of their online and offline press. This is a fake photoshoped shot they released showing how they were dealing with the crisis. It was torn apart online.
  • OPTA stats: good use of their stats
  • March 23 rd 2010. Free pastry with every coffee before 10.30am – surge in custom and Buzz online.

IIA Diploma in Digital Marketing - Online PR IIA Diploma in Digital Marketing - Online PR Presentation Transcript

  • Online PR – IIA Diploma in Digital Marketing 6th December 2010 Prepared by
  • Agenda Social Media Policy Crisis Management Toolkit Online PR Strategy Landscape Mapping Changing Media
  • Slattery Communications – Where to find us.
  • Introductions
    • Yourself
    • Experience with Online PR/Social Media.
    • What you want from today .
  • The Battle Ground
  • Who scores well.
    • Well optimised Hybrid sites.
    • UK Consultancies.
    • Articles.
    • Courses.
    • Social Media Experts.
    • SEO Companies.
    • Some PR Agencies.
    • Suppliers – Distribution companies.
  • PR Toolbox Press releases Media Relations Investor relations Guerrilla Activity Internal Communications Interviews Brand ambassador activity Press Briefings Investor Relations Conferences Crisis Management Brand Publications Events Whitepapers Product Launches Audio Features VNR Press Trips Brand Publications Corporate Videos Advertorials
  • Our Clients The Online Explosion WIKIs Press release distribution Online Monitoring Social Networks Internal Blogs Forums Widgets Virtual World Events Social Book Marking Online Reputation Mgm Social Search Dark Blogs Skypecasts Webcasts Webchats Internet Radio Blogger Relations RSS Feeds Forums/Boards Twitter SEO Press Releases Mashups Social Media Releases Folksonomies Online Media competitions Online Surveys Infographics Tagged Photos Social Bookmarking Online Video
  • Traditional PR Vs. Online PR
    • Traditional PR
    • Catch-all materials.
    • Structured.
    • Media vehicles required.
    • Producer driven.
    • Pagination restrictions.
    • Influencers = journalists.
    • Manageable networks.
    • ROI difficult to measure.
    • Online PR
    • Tailored material.
    • Conversational.
    • Conumer owned media.
    • Consumer driven.
    • No pagination issues.
    • Key influencers?.
    • Huge networks.
    • ROI easier to measure.
  • Online PR Themes
    • Advertiser does not control the message.
    • Democratisation of communications.
    • Blurring of Content producers/Consumer = Prosumers.
    • Things happen fast.
    • Online content is resilient.
    • Online PR happen in an open environment.
  • Media Consumption.
    • Radio .
    • 88% (1991) 85% (2008).
    • Daily Newspaper Readership
    • 1993 65% - 2008 (64%-56%)
    • TV RTE 2002
    • (2002) 54.5 minutes – (2008) 50.4 minutes
    Source: JNRS/Landsdowne Market Research
  • Traditional News Cycle
    • Proactive
    • Sources
    • Research
    • Interviews
    • Reactive
    • PR news releases
    • Events
    • Agenda
    • Other news media
    • News is
    • Controlled
    • Follows a procedure
    • Limited Audience response
    Journalist The Story Your Audience
  • Current News Cycle
    • Proactive
    • Sources
    • Research
    • Interviews
    • Reactive
    • PR news releases
    • Events
    • Agenda
    • Other news media
    Blogs Twitter SMS Video SM
    • News is :
    • Immediate
    • Conversational
    • Less controlled
    • Wide Sources
    • Engaged
    Search Tools Google (Web)/ Technotrati /Icerocket (blogs)/RSS feeds Social Networks Journalist The Story Your Audience Blogs/Twitter/YouTube/Pix.ie
  • Journalist Changing Habits
    • Substantiate leads via web
    • Go online before contacting press office
    • Write headlines optimised for the web
    • 98% of journalists go online daily
      • 92% for article research
      • 76% to find new sources/experts
      • 73% to find press releases
      • 51% use blogs regularly
      • 33% to uncover breakings news or scandal
    Source: Middleberg/Ross Survey of the Media. Image www.journalism.com.np/
  • Irish Times Analysis Twitter
    • 33 +
    • 152 K Tweets
    • 46 K Followers
    • 12 K Following
    • 2.5 K Listed
    • 25 K Tweets
    Blogs
    • 12+ blogs
    • Fashion to Technology
    • Low interaction
    Pod Casts
  • Irish Times iTunes Social Buttons
  • Irish Times Facebook Linked In
    • Not just a newspaper.
    • Multiple channels.
    • New content forms.
    • Open contact.
    • Engagement.
    • Monitoring.
  • They are not alone
  • New kids on the block
    • Emergence of community based and aggregator news sites.
    • Rapid content
  • Insights
    • Monitoring essential
    • Research esp Boards.ie.
    • Looking for leads and spokespeople.
    • Pushing and discussing the story.
    • Taking Twitter comments on air.
    • Use as basis for breaking stories.
    • Personal insight.
    • Splintering of relationships.
  • Top 12 Things to do!
    • Follow journalists in your area.
    • Create lists.
    • Track interests.
    • Watch for opportunities.
    • Start to engage/conversation (twitter to email to phone).
    • Utilise multiple channels.
    • Create multi media content. SMPR.
    • Utilise PR material in SM.
    • Respond to media shows via Twitter.
    • Provide expert commentary (LinkedIn, blog to twitter).
    • Utilise bloggers. Guest blog to blogger relations.
    • # Campaigns
  • Giving new life to the press release.
  • Skills .
    • Video.
    • Audio.
    • Blogging.
    • Social Media.
  • New Value Proposition?
    • Know how?
    • Technical skills?
    • Networking?
  • Networking. Online Offline
  • Where is it all going?
  • Building a Strategy Internal
    • Overall business objectives.
    • Social and Online PR objectives.
    • Describe success.
    • What you need to succeed.
    • How to mitigate the risks.
    • Timings and budgets.
    • Credibility
    • Brand perception
    • New products
    • Generate sales
    • Negative commentary
    • Measureable, results, timely
    • Link back to business objectives
    • Behaviours
    • Demographics
    • Psychographics
    • Goals and messages per different audience
    • Length
    • Term
  • What’s next!
    • Evaluate
    • Metrics
    • Agile
    • Map and share
    • Plan
    • Communication
    • Listen/Engage/Monitor
    • Content Streams
    • Channels, Assets, Tactics
    • Review tools/Tactics
    • Social Currency
    • Conversationalists
    • Asset creation
    • Integrate
    • Mapping
    • Competitors
    • Keywords/Key phrases
    • ID commentators
    • Key SM
    • Reporting
    • Teams and Collateral
    • Multi agency
    • Multi Department
    • Crisis Plans
    • SM Guidelines
    • Content
    • Capability
  • Social Media Monitoring
    • Who you should monitor
    • How to do it
    • The tools to use
    • What do do with the data
  • Why Monitor? Find online stakeholders & influencers Identify where online conversations about you occur Find existing/emerging trends relevant to your brand Identify competitors Identify themes, stories, content for proactive PR and social media strategy Start to take part in the conversation & represent yourself to interested parties. Represent yourself to people giving out about you.
  • Monitoring tools? Take your pick.
  • Who to Monitor? The most important person to monitor is yourself
  • Google Analytics
    • Code you add to your site, allows you to:
    • Measure visits
    • What they look at & for how long
    • Where they are coming from
    • How they are finding you
    • Bounce rate:
    • Measures visit quality. A high Bounce Rate indicates that visitors aren’t sticking around
  • Clicky - www.getclicky.com Subscription service - with Free Trial Real time monitoring (Google claims 3 hours lag on Analytics) More customisable than google analytics Track specific actions visitors take Twitter Keyword monitoring
  • Google Keyword Tool Part of Adwords Not really a monitoring tool But gives you a sense of the lay of the land; online competitor analysis. Shows local & global searches New Insight for search function http://www.google.com/insights/search/#
  • Google Alerts Get an RSS feeder & sign up for Google Alerts. Any mentions will pop into your inbox Specify how often: as it happens, once a day, etc.
    • Free
    • Easy to use
    • Not very accurate
    • Monitor yourself & the competition
  • Searches Message boards Only use advanced search Get an RSS feeder & sign up for Google Alerts
  • Social Mention socialmention.com Real time social media monitoring; offers alerts - like google’s, but just for social media Offers topline figures on sentiment, Keywords, etc. Good for the bigger
  • Klout - Klout.com Shows influence of individual tweeters Level of activity & Connections Great way of sussing out online personas
  • Boxcar Push Social media monitoring for iPhone Twitter, Facebook & Email
  • Digg & Stumbleupon Topic based Bookmarking & Recommendation sites Allow you to find popular sites & articles according to topic Identify influential bloggers in your field Also allow you to push out your content
  • Paid Services Radian 6 Blog & Social media monitoring service Offers multiple data displays Row feeder One term for free, exports reports in Excel O’Leary Analytics Bespoke online monitoring & IRISH
  • Most importantly: The social networks themselves
    • Look for people & terms on Facebook
    • Use Twitter clients to monitor who’s DM & RTing you.
  • Use the data to decide: Who your audience is How they find you Who your key influencers are Who are your competitors & what are they doing What content attracts interaction & engagement What you want to say & how you can make it uniquely yours How you can insert your content into existing online conversations What to do with the data?
  • Top Ten pointers to setting up a Social Media Campaign.
  • 1. Research & Monitor
    • Monitoring we’ve covered….
    • You need to know your customers.
    • Are your customers using social media?
    • Which platforms are they using?
    • How do they use them?
    • How can you join their conversation?
    • What are your competitors doing online?
  • 2. The Big question
    • Decide what you want to achieve:
    • What are you aiming for?
    • Raising awareness?
    • Winning new customers?
    • Retaining existing ones?
    • How are you going to measure the success of your social media strategy?
  • 3. Create Guidelines
    • You’re doing away with the media middleman. Therefore, you need rules & guidelines to ensure you stay on the right tracks.
    • Tone of Voice
    • How to handle interaction
    • How to deal with criticism
    • http://socialmediagovernance.com/policies.php
  • 4. Ensure Adequate Resources
    • Social media needs to be someone’s responsibility. Not the IT guy. Not an intern. It should be someone with front of house or marketing experience.
    • Who’s going to be responsible for your social media campaign?
    • Who will create content?
    • Who will interact with customers?
    • How much time are you going to devote to social media?
  • 5. Internal engagement Going social means that your company needs to embrace “social” inside and out. Every single employee of yours represents your company. Whether it’s actively or passively. Inform them about your social media strategy. They can be advocates, active recruiters, brand ambassadors, etc.
  • 6. External Advocates Your employees aren’t your best supporters - your customers are. Engage & incentivise them to become advocates, write reviews, get involved... Not a Brand economy – It’s a Fan economy
  • 7. Interaction If people get in touch with you via social media you must respond. If you are faced with complaints, deal with them honestly. But remember you are doing so publicly. So BE NICE. Whether responding to positive or negative comments, try to give the customer what they want.
  • 8. Contingency Know what you’re going to do if something goes wrong. Nothing travels faster online than news of a screw up Manage your reputation by knowing the risks, being prepared and nipping any bad press in the bud.
  • 9. Content is King Your business has interesting and valuable information. Use it IMAGINATIVELY to create content around issues that your customers will respond to & pass on to their peers.
  • 10. Patience
    • Social media takes:
    • Time
    • Commitment to your strategy
    • Honesty & Fidelity to your customers
    • & more time
      • People are bombarded with messages from media outlets, friends, brands & businesses.
      • How can you stand out?
  • The Power of Social Platforms
  • Platforms: Facebook
  • Overview
    • 500 Million Active Users worldwide
    • 1,451,160 in ireland
    • 791,060 of those are Women
    • Only 6 years old
  • How do businesses use Facebook?
    • 55% awareness/reputation
    • 47% marketing channel
    • 37% brand monitoring
    • 32% customer feedback
    • 25% customer service
    • 16% sales channel
  • Facebook Analytics Great ability to track users User trends; time of visit Demographics Weekly update of user activity on page
  • Case study: Bacardi Ireland
    • 16,351 Likes
    • Targeted for 18 -30 year olds
    • Driven by online promotion
    • & Real world Interaction
    • Content that interests target audience; eg. 7k entries for Electric Picnic Comp
    • On Brand messages
    • Inline with fan usage of Facebook, re. Music, photos, video, etc.
    • Targeted advertising
  • Promotions
    • Facebook has recently changed how it runs promotions
    • Monetising promotions through third party applications
    • No native fuctionality to enter
    • No guns, dairy or alcohol as prizes
    • No sweepstakes in India or Sweden
  • Twitter
  • Some (oldish) figures 75% of twitter users joined in 2009 10,000 new accounts opened per day 35% of Twitter users have 10 followers or less 9% of Twitter users follow no one at all 10 billion tweets
  • Best Practice
    • Interact with your influencers
    • Interact with your customers
    • Promote your content
    • Spread relevant information
    • Create your own format
    • Crowdsource - ie. ask for help
    • Use a Twitter client;
    • Eg. Tweetdeck, Brizzly or Hootsuite
  • Blog
    • Your own online presence
    • Free software & hosting makes it easy to set up and manage
    • Wordpress
    • Blogger
    • Tumblr
    • Posterous
  • LinkedIn " LinkedIn is the office, Facebook is the barbecue in the backyard, and MySpace is the bar”, Reid Hoffman, CEO, LinkedIn
    • 65+ million users worldwide
    • Average household income $109,000 USD
    • 85,000 new sign ups every day
    • 100,000 Irish members
    • Trusted as B2B platform
    • Professionals use LinkedIn to build networks
    • Connect with business owners locally and internationally
    • Share insight, answer questions, become a resource
    • Self-Promotion & recommendation
    • Advertising also offered
  • Flickr & Pix.ie Photosharing sites Great for broadening your digital footprint Don’t tell. Show. Great for user generated content which can be reintegrated into your website. Eg. Guinness Storehouse
  • YouTube Second biggest Search engine Video content is growing Integration into website and Facebook pages Annotations allow for SEO of video content Video press release Think how you can make sticky video content, eg. Bacardi Ireland
  • Foursquare & Location Great scope for promotions Reward regular customers Users recommend according to location Facebook Places on the way (supposed to be working now)
  • Postling
    • Postling is a one stop shop
    • A dashboard that monitors all social media presences
    • Reports on mentions
    • Freemium & Premium offerings
  • Types of Social Media campaigns
  • Customer relations
    • Social media is ideal for keeping in contact with your customers:
    • Dealing with issues
    • Answering questions
    • Informing about new products, services, etc.
    • Meteor is a great example.
  • Sales
    • Social Media lends itself to tactical campaigns to specific groups:
    • Dell on Twitter
    • Albion Bakery
  • Brand Engagement
    • Use social media platforms’ functionality to get your audience doing something
    • Orange’s Glastophoto
  • Virtual Tours
    • Use social media to show your audience around a particular place
    • Ferris Bueller badge in Chicago
    • Dublin City iPhone app
    • Augmented reality app
    • on iPhone and Android
    • Tourism providers can add their own content & details
    • 100,000 downloads expected
  • Group Buying
    • Use social media to gather a critical mass. customers get cut price deals, brands and businesses get guaranteed footfall.
    • Boardsdeals.ie
    • Gap
    • Gap teamed up with Groupon in August, offering $50 worth of apparel for just $25 in the US. In one day, 441,000 groupons were sold.
    • Resulting revenue = over $11 million.
  • Word of Mouth advertising
    • Generate Buzz and a groundswell of interest
    • Blair Witch Project
    • Starbucks Free Pastry Day.
  • Crowdsourcing
    • Use your audience as a research group:
    • Doritos Attack on Westminster
    • Mountain Dew Dewmocracy
      • Forest Whittaker asked for the next flavour. The winner (called Voltage was unveiled in 2008.
  • What does a campaign look like? Ongoing Activity for a typical engagement campaign: Monitoring 2 or 3 times per day across all your online properties. Responding to any pressing comments as they arise/as you notice them. Twitter is an ongoing conversation React in real time if you can. Posting on blog according to your schedule. Eg. Once per day/twice per week. Analysing Data once per week. Looking for trends in how people find, use and interact with your site & social media properties. Analysing Content once per week to see how ads, content, etc. are performing
  • Crisis Management
    • Not so good
    • Still page one.
    • News site focused.
    • Lack of department title tags.
    • Lack of initial response page
    • Need to build future articles. “recall”
    • Good
    • Fast open response. FAQs
    • Technical experts.
    • Utilised community.
    • Post event speaking.
    • Established.
  • Before you get there.
    • Online Crisis Plan.
    • Integrate with established plans.
    • Escalation procedures.
    • Protocols.
    • Legal team.
    • Be part of the community.
    • Establish SEO flow.
    • Early warning monitoring.
    • Staff communications.
  • What can you do.
    • Aggressive SEO.
    • Paid search listings.
    • Create response page.
    • Use similar language/Keywords.
    • Respond on same platform/media.
    • Link build.
    • Build positive stories pipeline.
    • Leverage advocates.
    • Contact Author.
    • Integrate traditional PR.
    • Complain to Google.
    • Universal search.
    • Utilise staff and links
    • Be honest.
    • Be candid.
    • Declare interest.
    • Be brief.
    • Avoid emotional, heavy handed, impolite or incorrect.
    • Collaborate with credible sources.
    • Know when to stop.
  • Social Media Guidelines
    • Designed to
    • Avoid legal exposure through accidental or deliberate abuse
    • Set ground rules of what is desired of employers/employees online
    • Guide to good etiquette on Social Media
    • Sets out key steps for crises and when to escalate
    • Advisory to avoid miscommunication and infamy
    • Helps brands and companies open and maintain dialogue
  • Types of Policy Guidelines
    • These are common sense
    • If you participate in social media (anything from Facebook to Twitter), please follow these guiding principles:
    • Be nice
    • Never Tweet or communicate in haste or in anger
    • Humour is subjective
    • Stick to your area of expertise and provide unique, individual perspectives on what's going on at your company, your life, and in the world.
    • Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or offensive.
    • Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.
    • Respect proprietary information and content, and confidentiality.
    • When disagreeing with others' opinions, keep it appropriate and polite.
    • Our rules of engagement for employees and associates
    • 1. Transparency
    • 2. Protection
    • 3. Apply common sense
    • 4. Be nice and treat everyone with respect
    • 5. Write what you know – stick to your area of expertise
    • 6. Responsibility
    • 7. If you make a mistake –
    • 8. When in doubt, do not post or Tweet
    • 9. Flag to the comany
    • 10. You are responsible for your own actions online
    • 11. Give credit when it is due
    • 12. Whatever you post is permanent
    • 13. You represent your company
    No
  • Thank you for your time. Eoin Kennedy, Slattery Communications, +353 86 8339540, + 353 1 6614055 [email_address] www.twitter.com/eoink www.slatterycommunications.ie www.eoinkennedy.ie/blog http://www.linkedin.com/in/eoinkennedy Steve Dempsey, Slattery Communications, +353 86 8099317, +353 1 6614055 [email_address] www.twitter.com/slattcomms www.slatterycommunications.ie http://www.facebook.com/SlatteryComms