ONLINE PR

2-way communications enables people to have "human to human" conversations

95 theses

faster globalised equalized personal accessible unmediated non-elitist conversational technological human connected communal anything is possible, it’s just

step 1. what you say… content analysis language choice mean what you say

content analysis

language choice

mean what you say

wordclouds http://tagcrowd.com/ http://www.wordle.net

monitor news and blog updates RSS feeds – www.google.com/reader

key words eg press releases Google alerts – www.google.com/alerts

step 2. what others say about you…

http://twitpic.com/

http://www.twitscoop.com/

Google alerts - www.google.com/alerts Google reader - www.google.com/reader Yahoo pipes - http://pipes.yahoo.com Keotag - http://www.keotag.com/ Commentful - http://commentful.blogflux.com/ Boardreader - http://boardreader.com/ Google Trends - http://www.google.com/trends Compete – http://www.compete.com Alexa – http://alexa.com Yahoo Site Explorer - https://siteexplorer.search.yahoo.com/mysites HowSociable – http://www.howsociable.com Addictomatic – http://www.addictomatic.com Techrigy - http://www.techrigy.com Nielsen BlogPulse - http://www.blogpulse.com Technorati - http://technorati.com Trendr - http://www.trendrr.com Facebook Lexicon - http://www.facebook.com/lexicon Digg Search – http://www.digg.com StumbleUpon Reviews - http://reviews.stumbleupon.com Twitter Twitscoop - http://www.twitscoop.com Twitter Search – http://search.twitter.com free tools

The future…???? scaling one-to-one communications!! because everyone is communicating…

who’s doing what social media now more popular than porn

where we’re going http://www.alexa.com Google UK - google.co.uk/google.com Facebook - facebook.com Yahoo! - yahoo.com YouTube - youtube.com Windows Live - live.com BBC Newsline Ticker - bbc.co.uk eBay UK - ebay.co.uk Microsoft Network (MSN) - msn.com Wikipedia - wikipedia.org www.bebo.com - bebo.com Blogger.com - blogger.com Myspace - myspace.com Amazon.co.uk - amazon.co.uk Microsoft Corporation - microsoft.com Flickr - flickr.com The Internet Movie Database - imdb.com BSkyB Ltd - sky.com WordPress.com - wordpress.com Double Click - doubleclick.com 62.4% of online US searches = 6,113,906,000 a year

what are we doing http://www.alexa.com #23 = 1 st porn site #25 = Twitter #28 = HSBC #33 = Argos #37 = Autotrader #40 = Apple #49 = Rightmove #51 = Directgov #59 = Tesco #66 = LinkedIn #71 = JobCentre Plus #82 = Transport for London stuff

demographics 1,596,270,108 – worldwide (23.8% population) [360,985,492 at 31.12.2000] 393,373,398 – Europe (48.9% population) 43,221,464 – UK (70.9% population) http://www.internetworldstats.com/

have you got Facebook friends? 17 million unique UK users every month (10m  in 6 months) Avg 21 mins per visit Largest segment: 18-24 year olds (53.8%) Fastest growing demographic: 35-54 year olds segment doubling every two months http://connect.icrossing.co.uk http://www.istrategylabs.com/

are you Tweeting? unique visitors to Twitter  1,382 percent: 475,000 – Feb 2008 7 million – Feb 2009 9.3 million visitors in March 2009 (  131% in one month) http://blog.nielsen.com/nielsenwire/ online_mobile/ twitters-tweet-smell-of-success http://www.comscore.com/blog/

it ain’t just Twits… Twitter users are news junkies 62% access at work 52% aged over 35 1% of users are addicts = 35% of visits January 2009, 735,000 unique visitors accessed the Twitter via mobile phones http://blog.nielsen.com/nielsenwire/ online_mobile/ twitters-tweet-smell-of-success http://www.comscore.com/blog/ http://www.quantcast.com/ twitter.com#demographics

who’s got Followers CNN and Ashton Kutcher fought for 1 million Coldplay = 14 th (541,289 followers) Stephen Fry = 33 rd (417,540 followers) http://twitter.com/Brill_Mentor = 582,107th http://twitter.com/greenbanana = 151,226th http://twitterholic.com/

power is online and offline 10.5 million view on ITV top news story Over 100 million hits on YouTube top 5 Twitter topic

diffusion of innovation why YouTube, Twitter & Facebook are popular Rogers, 1962

online brands www.immediatefuture.co.uk/

getting it right

getting it right

getting it right

getting it right

writing online SEO rich content micro-writing (140 characters) images links authentic voice comments legals

SEO rich content

micro-writing (140 characters)

images

links

authentic voice

comments

legals

images Social photography sites eg Flickr or Photobucket Microsoft free images Google images – careful Release forms Children online Upload or link

hyperlinks credit sources build connections get deeper into sites build into emails add evidence enable easy contact verify and update

authentic voice ghosting – honesty better than pretending sharing personal human

comments encouraging responding moderating spamming policy

legals avoid digital dirt libel protect your rights personal is corporate

wordpress site free and easy to use adaptable learn concepts apply to corporate public or private other blog software is available…

free and easy to use

adaptable

learn concepts

apply to corporate

public or private

other blog software is available…

reasons to engage cannot afford to ignore it opportunity to increase profile, reputation, etc ease of reaching a direct audience builds connections and relationships create positive advocacy

cannot afford to ignore it

opportunity to increase profile, reputation, etc

ease of reaching a direct audience

builds connections and relationships

create positive advocacy

reasons against takes huge amount of time to do well easy to get data, but no clear measure of ROI danger of getting it wrong online overload negative animosity

takes huge amount of time to do well

easy to get data, but no clear measure of ROI

danger of getting it wrong

online overload

negative animosity

strategy have a clear purpose develop a plan monitor and adapt integrate with offline co-ordinate all communications anticipate issues add authentic voices

getting started learn the tools build a network own some space be generous and open don’t be afraid commit time monitor

what not to do don’t just do it because it’s there don’t cheat, lie or game don’t think you can hide problems don’t use your space just to pitch at others don’t be rude or ignorant don’t leave legacy issues

top tips understand arguments for and against online – bosses tend to be over-enthusiastic or cynical Own the data – review, monitor, listen to understand what’s going on – but don’t try to fake it Build relationships don’t just transmit information Be human – reflect the brand personality through real people Remember online doesn’t work alone – integrate and build into what you do well already

understand arguments for and against online – bosses tend to be over-enthusiastic or cynical

Own the data – review, monitor, listen to understand what’s going on – but don’t try to fake it

Build relationships don’t just transmit information

Be human – reflect the brand personality through real people

Remember online doesn’t work alone – integrate and build into what you do well already

ONLINE PR