Traditional News Cycle
Journalist The Story
•PR news releases
•Other news media
•Follows a procedure
•Limited Audience response
Current News Cycle
Journalist The Story
•PR news releases
•Other news media
News is :
Google (Web)/ Technotrati /Icerocket (blogs)/RSS feeds
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
• 33 +
•152 K Tweets
• 46 K Followers
• 12 K Following
• 2.5 K Listed
•25 K Tweets
• 12+ blogs
• Fashion to Technology
• Low interaction
New kids on the block
•Emergence of community based and aggregator news sites.
•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.
•Splintering of relationships.
•Need to follow, monitor and engage.
The Online Explosion
Press release distribution
Virtual World Events
Social Book Marking
Online Reputation Mgm
SEO Press Releases
Social Media Releases
Online Media competitions
Traditional PR Vs. Online PR
•Media vehicles required.
•Influencers = journalists.
•ROI difficult to measure.
•Conumer owned media.
•No pagination issues.
•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.
Building a Strategy
•Overall business objectives.
•Social and Online PR objectives.
•What you need to succeed.
•How to mitigate the risks.
•Timings and budgets.
•Measureable, results, timely
•Link back to business objectives
• Goals and messages
per different audience
Channels, Assets, Tactics
Teams and Collateral
•Map and share
Social Media Monitoring
• Who you should monitor
• How to do it
• The tools to use
• What do do with the data
Find online stakeholders & influencers
Identify where online conversations about you occur
Find existing/emerging trends relevant to your brand
Identify themes, stories, content for proactive PR and social
Start to take part in the conversation & represent yourself to
Represent yourself to people giving out about you.
Who to Monitor?
The most important person to monitor
Code you add to your site, allows you to:
•What they look at & for how long
•Where they are coming from
•How they are finding you
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
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,
• Easy to use
• Not very accurate
• Monitor yourself & the
Searches Message boards
Only use advanced search
Get an RSS feeder & sign up for Google
Real time social media monitoring;
offers alerts - like google‘s, but just for social
Offers topline figures on sentiment,
Good for the bigger
Klout - Klout.com
Shows influence of individual tweeters
Level of activity & Connections
Great way of sussing out online personas
Push Social media monitoring for iPhone
Twitter, Facebook & Email
Digg & Stumbleupon
Topic based Bookmarking & Recommendation
Allow you to find popular sites & articles
according to topic
Identify influential bloggers in your field
Also allow you to push out your content
Blog & Social media monitoring service
Offers multiple data displays
One term for free, exports reports in Excel
Bespoke online monitoring & IRISH
Most importantly: The social
• 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
What content attracts interaction & engagement
What you want to say & how you can make it
How you can insert your content into existing
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
• Which platforms are they using?
• How do they use them?
• How can you join their
What are your competitors doing
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
• Tone of Voice
• How to handle interaction
• How to deal with criticism
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
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
If people get in touch with you via social media you
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.
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
Use it IMAGINATIVELY to create
content around issues that your
customers will respond to & pass
on to their peers.
Social media takes:
• 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?
• 500 Million Active Users
• 1,451,160 in ireland
• 791,060 of those are Women
• Only 6 years old
How do businesses use
• 55% awareness/reputation
• 47% marketing channel
• 37% brand monitoring
• 32% customer feedback
• 25% customer service
• 16% sales channel
Great ability to track users
User trends; time of visit
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
• Facebook has recently changed how it
• Monetising promotions through third
• No native fuctionality to enter
• No guns, dairy or alcohol as prizes
• No sweepstakes in India or Sweden
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
9% of Twitter users follow no one at all
10 billion tweets
• 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
Your own online presence
Free software & hosting makes it
easy to set up and manage
"LinkedIn is the office,
Facebook is the barbecue
in the backyard, and
MySpace is the bar‖, Reid
Hoffman, CEO, LinkedIn
• 65+ million users
• Average household
income $109,000 USD
• 85,000 new sign ups
• 100,000 Irish members
• Trusted as B2B platform
• Professionals use LinkedIn to
• Connect with business owners
locally and internationally
• Share insight, answer questions,
become a resource
• Self-Promotion &
• Advertising also offered
Flickr & Pix.ie
Great for broadening
your digital footprint
Don‘t tell. Show.
Great for user generated content
which can be reintegrated into
your website. Eg. Guinness
Second biggest Search engine
Video content is growing
Integration into website and
Annotations allow for SEO of video
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
Facebook Places on the way
(supposed to be working now)
Postling is a one stop shop
• A dashboard that monitors all social media
• Reports on mentions
• Freemium & Premium offerings
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.
Social Media lends itself to tactical
campaigns to specific groups:
• Dell on Twitter
• Albion Bakery
Use social media platforms‘ functionality to
get your audience doing something
• Orange‘s Glastophoto
Use social media to show your audience around a particular
• 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
Use social media to gather a critical mass. customers get
cut price deals, brands and businesses get guaranteed
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.
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
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
Not so good
•Still page one.
•News site focused.
•Lack of department title tags.
•Lack of initial response page
•Need to build future articles.
•Fast open response. FAQs
•Post event speaking.
Before you get there.
•Online Crisis Plan.
•Integrate with established plans.
•Be part of the community.
•Establish SEO flow.
•Early warning monitoring.
What can you do.•Aggressive SEO.
•Paid search listings.
•Create response page.
•Use similar language/Keywords.
•Respond on same platform/media.
•Build positive stories pipeline.
•Integrate traditional PR.
•Complain to Google.
•Utilise staff and links
•Avoid emotional, heavy
handed, impolite or incorrect.
•Collaborate with credible
•Know when to stop.
Social Media Guidelines
•Avoid legal exposure through accidental or deliberate
•Set ground rules of what is desired of
•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
Types of Policy Guidelines
These are common sense
If you participate in social media (anything from Facebook to Twitter), please follow these guiding
•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
•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
3. Apply common sense
4. Be nice and treat everyone with respect
5. Write what you know – stick to your area of expertise
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
Thank you for your time.
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