Web 2.0 doesn't refer to a change in technical spec, but changes in the ways software developers and end-users use the Web
Web 1.0 vs Web 2.0
= Web services
= Tagging (“Folksonomy”)
So what is PR 2.0?
Semantic web News aggregators Social bookmarks Social Networks Search optimised releases Social Media Release Blogs Buzz monitoring Podcasting Video sharing Photo sharing Live casting Virtual worlds User Generated Content Microblogging (Twitter)
PR 1.0 is all about controlling the message and then broadcasting it PR 2.0 embraces transparency and encourages participation in networks and communities to spark conversations
Journalists use blogs
Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue.
70% of reporters check a blog list on a regular basis.
21% of reporters spend over an hour per day reading blogs.
57% of reporters read blogs at least two to three times a week.
Source : Brodeur/Marketwire- Jan 2008
Hurricanes and disasters
Hurricane Katrina 2005 Traditional communication sources stalled American Red Cross started a blog 30-40 sec podcasts taken up by local radio Disaster pages placed on social sites ARC recruited volunteer bloggers
Twitter is a free micro-blogging service that allows users to send "tweets"; of up to 140 characters long to the Twitter website, via mobile phone (SMS), instant messaging, or a third-party application such as Twitterrific or Facebook .
Special Twitter-only offers directs followers to a web page www.delloutlet.com/twitter. The promotion will appear only for the offer time - typically until 11:59pm that evening. After that point, visitors are invited to become followers of Dell Outlet on Twitter.
The God Delusion story Second Life
Random House purchased an island on Second life Lunched Richard Dawkins – The God Delusion At first not much happened… But on the fourth day God arrived with a band of angels Six major national newspapers covered the story
Online discussions were analysed identifying key authorities and topics of conversation. Research highlighted specific customer demands: • A clearer contract • Satnav/GPS • Enhancements to the loyalty programme
What happened next? A clearer contract Satellite Navigation Aston Martin loyalty incentive
Since launching its blog in January 2007, Avis’s approval rating has increased by 200% eclipsing that of Hertz, one of its main competitors. In a sector growing at 1% p.a. Avis UK is achieving growth of more than 10%.
Mapping online conversations
Gordon Brown and the budget
Links to BBC website
Web sites which aggregate news items in a single location for search and viewing
There are many aggregators e.g., Google news, Yahoo news, Topix.net
Because they aggregate news they will have access to more individual users than the individual content providers
News aggregators create links to web sites for improved search
News delivered to aggregators via RSS feeds
Is your content getting through? Content User Aggregator Search Not Relevant
The importance of Google Juice "Brands, or organisations or individuals have to be useful to people. If you're useful, you get attention in the form of links, which creates traffic which translates into Google juice. It's not about tricking search engines any more."
News aggregators, technorati, blogs, social networks, social bookmarks, media sharing sites (flickr/youtube)
Links Phraseology Brand is search. We need to own the phrase(s) Microformats hAtom, hCard, tags
The semantic web Title: Widgets and API's Image: http://www.kmp.co.uk/image.jpg Text: With the growth of the Social Networking sites and the opening up of their API's to developers, there has been an explosion in the development of "widgets" - specific applications which appear on a site to deliver information, capture data or effect transactions from within the target networked community…. Semantic markup is probably the simplest way to create portable, machine-readable web content. A web page
Non semantic content <font size="24px“ color="blue"> Title </font> <br><br> <b> The first paragraph </b> <br><br> The second Paragraph The User Sees Title The first paragraph The second paragraph The Software Sees Title The first paragraph The second paragraph
Semantic content <h1> Title </h1> <p id=“preamble”> The first paragraph </p> <p> The second paragraph </p> Title The first paragraph The second paragraph The User Sees Heading: Title Paragraph - “preamble”: The first paragraph Paragraph: The second paragraph The Software Sees
KMP’s Digital Marketing Suite A range of web tools to get the job done
PressRoom A Social Media Release template
A Social Media Release template
Allows you to write a search and semantic optimised news releases for distribution to news aggregators, social media, social bookmarks, technorati and via e mail
PR Agencies can run a stable of PressRooms for their clients
Semantic and search optimised content
Semantic and search optimised News Media sharing Company info Contacts info Archive news Downloads
Semantic and search optimised News Media sharing Company info Contacts info Archive news Downloads RSS E mail Aggregators Social sites Bookmarks Technorati
E mail targets Social links Social Bookmarks News aggregators Social Media Release Media sharing
Social Media Release Email Person receives/finds release Person uses SMR content to start conversations PressRoom Search Engines / News Aggregators Social Media Spaces Tracking