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’s the big deal?

What are the opportunities?

What are the risks?

Top 5 DO’s and DON’Ts

Case Study: Lights out London

Definitions: What is PR?

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

“ 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?

Definitions:

What is Web 2.0?

Web 2.0 “ It’s the web, my way”

“ 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

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’?

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.”

“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?

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

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**

Who are the key players?

Opportunities vs Risks

Opportunities vs Risks

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

Huge audiences:

80% of online users use social networking sites (25.9m users)

Facebook has 12.4m UK users

What are the opportunities? Engage your audience: Open a dialogue Learn about yourselves Spread the word virally

Engage your audience:

Open a dialogue

Learn about yourselves

Spread the word virally

What are the opportunities? 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

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

What are the opportunities? Drive traffic to your website: Teaser content RSS updates Engaging widgets

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

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

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?

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! How & when to get involved?

NOW!

How & when to get involved? 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

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

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

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

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

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

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

Targeted emails

Text alerts

SEO techniques

Badging

Online advertising

Online PR

Radio

Facebook

Lights Out London: Results

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

10,000 registrations

Estimated 2 million light bulbs switched off

2% energy saved

User-generated content

Online coverage

Lights Out London: Results Facebook group: 1000+ members

Facebook group: 1000+ members

Lights Out London: Results 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

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: You Tube

Lights Out London: You Tube

Lights Out London: You Tube

Lights Out London: Flickr

Lights Out London: Flickr

Lights Out London: Flickr

Lights Out London: Flickr

Lights Out London: Online PR

Lights Out London: Online PR

Lights Out London: Online PR

Lights Out London: Online PR

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