Online / Digital PR WHAT IS DIGITAL PR? SOCIAL MEDIA MARKETING MEASURING DIGITAL PR CROWD SOURCING AND VIRALS Alex Sass, Renegade Media
Alex Sass Head of digital – Renegade Media Ltd [email_address] Twitter.com/ADSass +44(0)7891 386496
Good times for online spend Jeff Levick, AOL President, global advertising and strategy-- “ Brands are steadily running out of places to control their brand”, he said and referenced a quote from a senior marketer at P&G, who told him that more than ‘60% of network programming will be reality television and I can’t put my brand there’. Niche is the new mass media.
Everyone wants a piece Brands want to be a part of our social dialogue, position themselves within a new market where the consumer is trusted more than marketing. Digital PR is ‘ conversation management ’
You can manage what the media perceives and reports
PRs and journalists are not involved in an exercise in social harmony – the media’s role is to uncover the truth and report it
Every organisation depends on its reputation for survival and success Customers, suppliers, employees, investors, journalists and regulators have an opinion about your industry and your brand, whether good or bad, right or wrong. In today’s competitive market, reputation can be a company’s biggest asset – the difference that makes you stand out and gives you a competitive edge. Effective PR can help manage reputation by communicating and building positive relationships.
Inventing your industry BRAND ADVOCACY EVEN MORE IMPORTANT THAN BRAND IMAGE OR BRAND SATISFACTION
Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, and the web.
It’s Walkers’ biggest ever campaign in their 60-year history , with a spend of £10m across PoS, radio, online, and television. The prizes are massive. All five runners-up get £10,000, and the winner gets a one-off prize of £50,000, as well as 1% of all subsequent sales of their flavour .
Community is not a tool that connects people who already know each other, that's just 'interface'
It's not a one off discussion or forum where people take on a selected identity and exist only in cyberspace.
It's not 1 million people watching a YouTube video or playing with a viral application, that's just marketing.
Facebook – it's a reflection, only More Facebook messages are now sent than emails, but they tend to go to people who already interact in the real world. Those are relationships that won't be swayed by a new 'buddy' very easily. To change behaviour you need to offer social reward, recognition or status. You can't do that in networks with existing leaders, subordinates and promises made.
Facebook – it's a reflection, only. It's reflected in CTR and CPC- Facebook-- typically 0.1% click through On/Offline networks-- typically 2-5% click through It's cheap, but it's only broadcasting. The majority of ad spend is based on direct response rather than building a brand. Once you turn that off, it just stops, they move on.
Being fake in any way isn’t good on the social web
Not listening . How can you learn anything if information is only flowing one way?
Being oblivious to formal & unwritten social rule s. It pays to lurk a bit. Aspire to “ speak like a native ”
Being pushy or overtly salesy in communications and expecting traditional marketing outcomes
Approaching social media channels as silos – too many approach it via individual web sites. It’s a collaborative effort
Not staffing appropriately – it’s a full time job
Not having a mechanism to assess ROI – include mechanisms to assess business value. It might be a value placed on increased awareness, more visitors, downloads. ROI is easier to obtain if there is a stated goal
Start with a plan, not tactics . Research & build roadmap: audience, objectives, s trategy , tactics, tools, technology and metrics
“ Give to get” – Successful programmes involve listening and participation. Participation centres around giving value before expecting anything in return. This is not “sales” it’s influence
Commit resources & time to be successful or you may well fail. It’s important to forecast hours, who, what, when, how and where with the intention of succeeding, not just experimenting
Be transparent with intentions & your identity or you may alienate the very audiences you’re trying to connect with. Do your homework and it should be obvious what commercial messages are appropriate
Understand, you do not control the message . Old habits die hard and there’s a tendency to want to control messaging
Welcome participation, feedback and co-creation . Encourage participation with communications, especially with brand evangelists.
Metrics should roll up to objectives and objectives should be relevant to the channel.
Simple tips Twitter – state your intention, host a hub page and set a policy Facebook – Go Micro, be specific, increase your CTR, drive to the real world. Invest in media events that naturally move online, source the crowd. The technology is a given, invest in sociology.