Online PR In Practice

Online PR in Practice: Examining how to get the most out of social networking and Web 2.0 Jude Brooks

Definitions
What’s the big deal?
What are the opportunities?
What are the risks?
Top 5 DO’s and DON’Ts
Case Study: Lights out London
Agenda

Definitions:
What is PR?

Public Relations
“ Public relations is about reputation - the result of what you do , what you say and what others say about you .” Chartered Institute of Public Relations
A management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organisation and its publics. Wikipedia

Definitions:
What is Web 2.0?

Web 2.0
“ It’s the web, my way”

Web 2.0
Wikis, blogs & other collaborative content sites
User review portals
Peer to Peer file sharing & mash-ups
Personalisation
Uploading and downloading
RSS
Podcasting
User generated content
Tagging
Social Networking sites

Definitions:
What is ‘social networking’?

Social Networking
“Social networking websites are online communities of people who share interests and activities by building online profiles and sharing media such as photos, videos and music.”

Why are they so important?

Why are they so important?
Because everyone’s using them
25.9 million users in the UK*
Because they’ve become part of our lives
15% of users use social networking sites every day**
* Comscore 2008 ** Forrester UKIUM Study Q4 2007

Who are the key players?

Opportunities vs Risks

Huge audiences:
80% of online users use social networking sites (25.9m users)
Facebook has 12.4m UK users
Source: ComScore 2008

Engage your audience:
Open a dialogue
Learn about yourselves
Spread the word virally

Add value to the relationship:
Useful or entertaining applications add value & deliver a message
Provide social currency – skins, badges, unique content
Social networking is about self-expression so find a way to embrace this

Drive traffic to your website:
Teaser content
RSS updates
Engaging widgets

What are the risks?
User generated defamation
Learn to let go of complete control
Open-minded & forward-thinking vs control
Users can be forgiving – many brands have made mistakes, admitted it & been forgiven

What are the risks?
Losing traffic from your own site
Will anyone still visit yours?
Revenue / page impressions vs reputation / message
Offer headlines not full story

What are the risks?
Waste resources & sacrifice quality
Not an appropriate route for all brands
Lots of social networks – which is the best one?

How & when to get involved?

NOW!

Add web 2.0 tools onto your site
Familiarise yourself with relevant social networks
Friends vs Fans
Identify the opinion formers
Appropriate, engaging content or widgets

Top 5 DOs and DON’Ts
DO respond
DO use the medium’s strengths
DO target your messages appropriately
DO try to be useful & engaging
DO focus on the opinion-formers

Top 5 DOs and DON’Ts
DON’T pretend to be something you’re not
DON’T try to control the dialogue
DON’T jump straight in
DON’T hesitate to seek advice
DON’T delay

Case Study: Lights Out London

Lights Out London
When? June 21 2007
What? Encourage Londoners to switch off non-essential lights for one hour
Why? Promote behavioural change, alter perceptions of Capital & drive tune-in & web traffic

Lights Out London: Launch

Lights Out London: Launch
Registration / Sign-up
Member-get-member
Event submissions
Quizzes
Digital badges
Collateral
RSS (news)
Photo upload

Lights Out London: Promotion
Targeted emails
Text alerts
SEO techniques
Badging
Online advertising
Online PR
Radio
Facebook

Lights Out London: Results

10,000 registrations
Estimated 2 million light bulbs switched off
2% energy saved
User-generated content
Online coverage

Facebook group: 1000+ members

75,000 unique users
315,000 page impressions
On the night, seven times normal visitor numbers
6,000 views of special video
Event submissions
Photo uploads
Messages of support

Lights Out London: You Tube

Lights Out London: Flickr

Lights Out London: Online PR

Thank you [email_address] 0777 167 4422

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Online PR In Practice

by Jude Brooks on Feb 08, 2009

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Online PR In Practice — Presentation Transcript