PR In Internet (Russian experience)


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Summary of the Second "PR in Internet" conference in Moscow, April 2009

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PR In Internet (Russian experience)

  1. 1. PR in Internet
  2. 2. <ul><li>Worldwide </li></ul><ul><li>73% read blogs </li></ul><ul><li>45% own a blog </li></ul><ul><li>39% use RSS </li></ul><ul><li>57% use social nets </li></ul><ul><li>55% post photos </li></ul><ul><li>83% watch online videos </li></ul>Internet Users Today
  3. 3. Internet Users Today <ul><li>Russia </li></ul><ul><li>70 000 000 able to work people </li></ul><ul><li>40 000 000 of them use Internet </li></ul><ul><li>8 500 000 blogs </li></ul><ul><li>90 000 000 social nets profiles </li></ul><ul><li>20 316 twitter blogs (+133% in 2008) </li></ul>
  4. 4. Internet User Today <ul><li>14% trust advertisement vs. 78% trust friends </li></ul><ul><li>recommendations </li></ul><ul><li>34% post their opinion on brands and products </li></ul><ul><li>in their blogs </li></ul><ul><li>36% think better of a company which has blog </li></ul><ul><li>32% trust bloggers opinion on brands and </li></ul><ul><li>products </li></ul><ul><li>96% of the generation 1980-90 use social nets </li></ul>
  5. 5. Internet Reality Monolog Dialog Mass Individual
  6. 6. Internet Rules <ul><li>Honesty </li></ul><ul><ul><li>Dialog </li></ul></ul><ul><ul><ul><li>Regularity </li></ul></ul></ul>
  7. 7. What Can We Use? <ul><li>Corporate site </li></ul><ul><li>Blog </li></ul><ul><li>Microblog (twitter) </li></ul><ul><li>Chat </li></ul><ul><li>RSS </li></ul><ul><li>Vidget </li></ul><ul><li>Social net </li></ul><ul><li>Social favourites </li></ul><ul><li>Forum </li></ul><ul><li>Podcast (audio/video) </li></ul><ul><li>Photo </li></ul><ul><li>Virtual world </li></ul><ul><li>Wiki </li></ul>
  8. 8. How To Use <ul><li>Listen </li></ul><ul><li>Participate </li></ul><ul><li>Do not control </li></ul><ul><li>Engage </li></ul>
  9. 9. Web Site <ul><li>40-90% users go away from the site after 2 seconds if nothing caught their attention </li></ul><ul><li>Develop the site for your TA </li></ul><ul><li>One site – one subject, definite </li></ul><ul><li>TA, one certain goal </li></ul><ul><li>Motivate users to visit your site </li></ul><ul><li>Concentrate user's attention </li></ul><ul><li>Make user act </li></ul>
  10. 10. The Power of Dreams How to kill good text? Remove all photos and add useless design
  11. 11. What will you see?
  12. 12. What was the idea?
  13. 13. Internet is not a printed text page – pay attention to all elements, not only letters
  14. 14. Corporate Site/Blog <ul><li>Create press-room filled with relevant information </li></ul><ul><li>Always create an e-mail/RSS subscribtion option </li></ul><ul><li>Try to register in Yandex.News or other news agregators </li></ul><ul><li>Register in sites/blogs catalogues </li></ul><ul><li>Always use cross-lincs in your texts </li></ul><ul><li>2-3 news/posts per week are optimal </li></ul><ul><li>Fix the most important news/posts on top or in </li></ul><ul><li>special section </li></ul><ul><li>Make your site/blog official source of information </li></ul><ul><li>for journalists </li></ul><ul><li>Teach journalists to seek information on your </li></ul><ul><li>site/blog </li></ul><ul><li>Provide exclusive content (e.g. top-manager </li></ul><ul><li>interviews on the blog) </li></ul><ul><li>Always search and answer questions/comments/critics </li></ul><ul><li>Create your blog only if you have what to say regularly </li></ul>
  15. 15. <ul><li>ONEKSIM group's blog </li></ul><ul><li>exclusive interviews with top-managers </li></ul><ul><li>special posts about interesting technologies etc </li></ul><ul><li>Journalists use ONEKSIM blog as official source of information and quotes </li></ul>
  16. 16. <ul><li>Internet becomes trustful source of information not only for users but even for media </li></ul>
  17. 17. Social Nets <ul><li>Agents of influence are relic of the past </li></ul><ul><li>Sites/nets supported by brand + good content = up-to-date effective instrument </li></ul><ul><li>Post/make profiles of brand or real brand related person </li></ul>
  18. 19. Beware Be where consumers are Be everywhere
  19. 20. Twitter
  20. 24. Quick request + Quick response = What business needs
  21. 25. Advertising <ul><li>Direct advertising doesn't work so effective as it is meant to </li></ul><ul><li>Contextual ads are more targeted and effective </li></ul><ul><li>Advertorials in blogs – bloggers are payed for posts </li></ul>
  22. 26. SEO <ul><li>Monitor what people say about the brand/product (, Google Alerts) </li></ul><ul><li>SEO control of what people get when they search for you </li></ul><ul><li>Quick response to negative comments </li></ul>
  23. 27. Mems, Viruses <ul><li>People like when they can “privatize” and alter information or its part </li></ul><ul><li>Good virus always has parodies </li></ul><ul><li>Viruses have to combine min 2 from the below (Scott Adams formula): </li></ul><ul><li>Smth cute </li></ul><ul><li>Smth naughty) </li></ul><ul><li>Smth bizarre </li></ul><ul><li>Smthclever </li></ul><ul><li>Smth familiar (You’ve been there)‏ </li></ul><ul><li>Smth cruel </li></ul><ul><li>Useful resources </li></ul><ul><li>Netlore.Ru </li></ul><ul><li>Virusvideo.Ru </li></ul>
  24. 28. Internet gives users integralpresentation of brands and products. Advertising, PR, sites, promo – everything works for positive perception of brand/product. PR doesn't need only media any more. It can build reputation and access consumers directly Public Relations – not only Media Relations Public Relations = Relations with the Public PR is everywhere!
  25. 29. <ul><li>This presentation contains: </li></ul><ul><li>Information from Internet </li></ul><ul><li>2d “PR in Internet” conference participants' materials </li></ul><ul><li>My own thoughts & experience </li></ul>