Online PR In Practice

3,897
-1

Published on

Presentation given in March 2008 at a PR Week conference in London entitled ‘The Role of Web 2.0 & social networking in online PR’.
It went down rather well - my ratings for this presentation we 97% 'Excellent' or 'Good', and the Global Communications Manager at Millward Brown said: “Probably the most useful of all the conference”.

Published in: Business
1 Comment
7 Likes
Statistics
Notes
No Downloads
Views
Total Views
3,897
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
118
Comments
1
Likes
7
Embeds 0
No embeds

No notes for slide
  • Thank you. You need to consider Social Networking sites and Web 2.0 techniques as part of your PR strategy. Over the next 30 minutes, I’m going to explain what Social Networking and Web 2.0 mean, and specifically to shed some light on how you can best use this phenomenon to generate online PR.
  • Online PR In Practice

    1. 1. Online PR in Practice: Examining how to get the most out of social networking and Web 2.0 Jude Brooks
    2. 2. <ul><li>Definitions </li></ul><ul><li>What’s the big deal? </li></ul><ul><li>What are the opportunities? </li></ul><ul><li>What are the risks? </li></ul><ul><li>Top 5 DO’s and DON’Ts </li></ul><ul><li>Case Study: Lights out London </li></ul>Agenda
    3. 3. <ul><li>Definitions: </li></ul><ul><li>What is PR? </li></ul>
    4. 4. Public Relations <ul><li>“ 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 </li></ul><ul><li>A management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organisation and its publics. Wikipedia </li></ul>
    5. 5. <ul><li>Definitions: </li></ul><ul><li>What is Web 2.0? </li></ul>
    6. 7. Web 2.0 <ul><li>“ It’s the web, my way” </li></ul>
    7. 8. Web 2.0 <ul><li>Wikis, blogs & other collaborative content sites </li></ul><ul><li>User review portals </li></ul><ul><li>Peer to Peer file sharing & mash-ups </li></ul><ul><li>Personalisation </li></ul><ul><li>Uploading and downloading </li></ul><ul><li>RSS </li></ul><ul><li>Podcasting </li></ul><ul><li>User generated content </li></ul><ul><li>Tagging </li></ul><ul><li>Social Networking sites </li></ul>
    8. 9. <ul><li>Definitions: </li></ul><ul><li>What is ‘social networking’? </li></ul>
    9. 10. Social Networking <ul><li>“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.” </li></ul>
    10. 11. <ul><li>Why are they so important? </li></ul>
    11. 12. Why are they so important? <ul><li>Because everyone’s using them </li></ul><ul><ul><li>25.9 million users in the UK* </li></ul></ul><ul><li>Because they’ve become part of our lives </li></ul><ul><ul><li>15% of users use social networking sites every day** </li></ul></ul>* Comscore 2008 ** Forrester UKIUM Study Q4 2007
    12. 13. Who are the key players?
    13. 14. <ul><li>Opportunities vs Risks </li></ul>
    14. 15. What are the opportunities? <ul><li>Huge audiences: </li></ul><ul><ul><li>80% of online users use social networking sites (25.9m users) </li></ul></ul><ul><ul><li>Facebook has 12.4m UK users </li></ul></ul>Source: ComScore 2008
    15. 16. What are the opportunities? <ul><li>Engage your audience: </li></ul><ul><ul><li>Open a dialogue </li></ul></ul><ul><ul><li>Learn about yourselves </li></ul></ul><ul><ul><li>Spread the word virally </li></ul></ul>
    16. 17. What are the opportunities? <ul><li>Add value to the relationship: </li></ul><ul><ul><li>Useful or entertaining applications add value & deliver a message </li></ul></ul><ul><ul><li>Provide social currency – skins, badges, unique content </li></ul></ul><ul><ul><li>Social networking is about self-expression so find a way to embrace this </li></ul></ul>
    17. 18. What are the opportunities? <ul><li>Drive traffic to your website: </li></ul><ul><ul><li>Teaser content </li></ul></ul><ul><ul><li>RSS updates </li></ul></ul><ul><ul><li>Engaging widgets </li></ul></ul>
    18. 19. What are the risks? <ul><li>User generated defamation </li></ul><ul><li>Learn to let go of complete control </li></ul><ul><li>Open-minded & forward-thinking vs control </li></ul><ul><li>Users can be forgiving – many brands have made mistakes, admitted it & been forgiven </li></ul>
    19. 20. What are the risks? <ul><li>Losing traffic from your own site </li></ul><ul><li>Will anyone still visit yours? </li></ul><ul><li>Revenue / page impressions vs reputation / message </li></ul><ul><li>Offer headlines not full story </li></ul>
    20. 21. What are the risks? <ul><li>Waste resources & sacrifice quality </li></ul><ul><li>Not an appropriate route for all brands </li></ul><ul><li>Lots of social networks – which is the best one? </li></ul>
    21. 22. How & when to get involved?
    22. 23. <ul><li>NOW! </li></ul>How & when to get involved?
    23. 24. How & when to get involved? <ul><li>Add web 2.0 tools onto your site </li></ul><ul><li>Familiarise yourself with relevant social networks </li></ul><ul><li>Friends vs Fans </li></ul><ul><li>Identify the opinion formers </li></ul><ul><li>Appropriate, engaging content or widgets </li></ul>
    24. 25. Top 5 DOs and DON’Ts <ul><li>DO respond </li></ul><ul><li>DO use the medium’s strengths </li></ul><ul><li>DO target your messages appropriately </li></ul><ul><li>DO try to be useful & engaging </li></ul><ul><li>DO focus on the opinion-formers </li></ul>
    25. 26. Top 5 DOs and DON’Ts <ul><li>DON’T pretend to be something you’re not </li></ul><ul><li>DON’T try to control the dialogue </li></ul><ul><li>DON’T jump straight in </li></ul><ul><li>DON’T hesitate to seek advice </li></ul><ul><li>DON’T delay </li></ul>
    26. 27. <ul><li>Case Study: Lights Out London </li></ul>
    27. 28. Lights Out London <ul><li>When? June 21 2007 </li></ul><ul><li>What? Encourage Londoners to switch off non-essential lights for one hour </li></ul><ul><li>Why? Promote behavioural change, alter perceptions of Capital & drive tune-in & web traffic </li></ul>
    28. 29. Lights Out London: Launch
    29. 30. Lights Out London: Launch <ul><li>Registration / Sign-up </li></ul><ul><li>Member-get-member </li></ul><ul><li>Event submissions </li></ul><ul><li>Quizzes </li></ul><ul><li>Digital badges </li></ul><ul><li>Collateral </li></ul><ul><li>RSS (news) </li></ul><ul><li>Photo upload </li></ul>
    30. 31. Lights Out London: Promotion <ul><li>Targeted emails </li></ul><ul><li>Text alerts </li></ul><ul><li>SEO techniques </li></ul><ul><li>Badging </li></ul><ul><li>Online advertising </li></ul><ul><li>Online PR </li></ul><ul><li>Radio </li></ul><ul><li>Facebook </li></ul>
    31. 32. Lights Out London: Results
    32. 33. Lights Out London: Results <ul><li>10,000 registrations </li></ul><ul><li>Estimated 2 million light bulbs switched off </li></ul><ul><li>2% energy saved </li></ul><ul><li>User-generated content </li></ul><ul><li>Online coverage </li></ul>
    33. 34. Lights Out London: Results <ul><li>Facebook group: 1000+ members </li></ul>
    34. 35. Lights Out London: Results <ul><li>75,000 unique users </li></ul><ul><li>315,000 page impressions </li></ul><ul><li>On the night, seven times normal visitor numbers </li></ul><ul><li>6,000 views of special video </li></ul><ul><li>Event submissions </li></ul><ul><li>Photo uploads </li></ul><ul><li>Messages of support </li></ul>
    35. 36. Lights Out London: You Tube
    36. 37. Lights Out London: You Tube
    37. 38. Lights Out London: You Tube
    38. 39. Lights Out London: You Tube
    39. 40. Lights Out London: Flickr
    40. 41. Lights Out London: Flickr
    41. 42. Lights Out London: Flickr
    42. 43. Lights Out London: Flickr
    43. 44. Lights Out London: Online PR
    44. 45. Lights Out London: Online PR
    45. 46. Lights Out London: Online PR
    46. 47. Lights Out London: Online PR
    47. 48. Thank you [email_address] 0777 167 4422
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×