New media marketing
Social Media
Public Relations Search Engines Viral Marketing Mobile Marketing
Optimization
(SMO)
traditional Internet Search Engine Search Engine Facebook Groups, word of mouth
opinions blogs SMS
PR Marketing (SEM) Optimization (SEO) Brands marketing
press releases public forums personal blogs sponsoring results on page YouTube Channels video (audio) spots MMS
context
internet media blog comments employee´s blogs off page MySpace profiles funny adverts mobile themes
advertisement
LinkedIn
official company
sponsoring FAQ servers PPC campaigns microsites games ringing
professional
blog
profiles
blog of specific customer behavior
Second Life virtual
URL submitting cartoons cell phone games
project (event, analysis, visitors
identity
product) trending
fiction blog Twitter Quick Response
maps pointing trials, demos…
(mascot) communication Code readers
fake blog /
Astroturfing – Wag
the dog movie

Online PR = extended traditional PR
 Interaction (in time)
 Relationships with „individual customers“
 Unlimited territorially (your site, other sites, abroad…)
 Unlimited by space (newspaper limited by space, radio by time...)
 Information on the Web is „forever“ – positive but negative too
How and where?
 On-line event (videoconference, on-line tutorial, workshop, reality
show, chat with the management / movie star / author / sportsman /
ambassador of charity project)
 Discussions and comments (your site X other sites = anonymity
without control! ! !)
 Webzins, blogs – interesting articles, don‘t forget backlink
 Podcasts (audio, video) – sharing
 Case studies, e-books…

blog.company.com or
www.company.com/blog
www.juliablog.com

Authentic, credible
blog.company.com or
www.company.com/blog
www.juliablog.com
Humanize company
website

Successful PR blog
 high information value
 understandability
 actuality, urgency
 quick and suitable responses (comments)
 can show duality of product/project/brand
 interactivity
Forrester Research: only 16% readers believe what is written at official
company blog ( => more about people, company life, less about company)
 company blog is not for publishing of press releases, its about communication!
 is addressed to right target group and speak their language.
 show company life “under the pot-lid” without marketing or lawyer censorship
 author (blogger) must be inflamed for topic
 usually people, who write blog don´t believe to product or company - they are
unconvincing, no passion = no faith

CEO blogs (Sun Microsystems with Blogging Heads, Ivo Lukacevic…)
- show, that company is full of real peoples, sometime about company,
about plans.
Experts blogs
- when Robert Scoble retired from Microsoft, The Economist write, that's
bigger problem for MS then retirement of Bill Gates...
- persistence + passion for your topic = reputation => credibility => loyal
community
Ghost writing blogs
- authenticity problem
- professional access

Post regularly
If it’s a news oriented blog, 3 - 5 times per day.
If it’s an authoritative blog, 2 - 5 times per week, each post must be unique
and high value.
Distribute your content
Submit RSS feed and article URLs to the prominent RSS
and bookmarks services.
Be interactive
Open possibility to comment all posts and always respond to comments.
Be friendly to other bloggers/sites
When making blog posts always cite the source with a link.

Wal-Mart travelers
 Couple travel across USA and visit every Wal-Mart Stores on the way
 Sponsored by WM
PaySec
 4 fake reader’s blogs
 4 fake identities
 stolen photo
 monothematic a reproduced articles (http://koudelkova.blog.idnes.cz/)
 same IP address of authors, one of IP addresses was by PR agency
 attack to direct competitor of PR’s client – mBank
Finlandia Vodka & Midnight Sun
 use open blog system (http://midnightsun.bloguje.cz/)
 live for 3 months
 topics about Finland, lifestyle in Finland and Midnight Sun event

Google Official blog
 http://googleblog.blogspot.com/
 very popular source of information about Google Engine
 related – key employees blog (Mat Cutts…)
mBank Czech
 http://www.mbank.cz/blog/
 youngest bank in CZ (originally from Poland) bet on interactive
communication though blog and open non-censored forum
 since start they show excellent communication with customers.
Now, they did big mistake: mark up services and don’t explain it BEFORE.
Evangelist by Microsoft
 http://barborazychova.com/
 Barbora is officially employed as Entusiast Evangelist at Microsoft for
Central Europe
 she publish videos with Xbox console, interview with VIP about their
relationship with technologies and news form Microsoft of course…

Social Media Optimization (SMO)
Community marketing
Step 1: Find your target group
Facebook Group „Water“
(http://www.facebook.com/pages/Water/8518082731) has 600.000 members.
Group „Veolia“ 600 fans, group „Bottled Water: An environmental absurdity!“
has 6.000 members…
Step 2: Create space for these people
Don't open new Group „Water2“ – find something other, what will connect this
people. Try something like „I don't like drink water from a PET bottle“.
Step 3: Wait for faith
Attract new members. Don’t send them advertisement of your company, just
invite them to join your new group. Be nice and polite. Listen to the member´s
demands and try to help them. Be active. Your goal now is: get as many loyal
members as possible. Community marketing is long term. Don't expect results
in days or weeks.

Social Media Optimization (SMO)
 Increase your linkability - http://www.veoliawater.com/water-cycle/ is better then
www.sciencedaily.com/releases/2008/10/081013143031.htm or
player.discoveryeducation.com/views/hhView.cfm?guidAssetId=087777c8-4ff0-45d2-878f
 Make tagging and bookmarking
easy.
 Help your content travel –
sharing, downloading, XML, RSS…
 Encourage the mashup. Let others
use your content or tools to produce
something a bit different or outside of
the box with your stuff, even RSS.
 Be a User Resource, even if it
doesn’t help you. Add value and
outbound links, even if it doesn’t help
in the short term, it will in the long.
 Reward helpful and valuable
users: Give your contributors and
readers the recognition they deserve.
 Be real - no one likes a fake…

Viral Marketing & Word of Mouth
Video spots
Funny
Demos…
adverts
Trials Games
Songs Cartoons
Jokes

Mobile Marketing
SMS, MMS, mobile themes, ringing, cell phone games
QR (Quick Response) Code mobile readershot

…?...
Ďakujem vám.
Thank you.
Grazie. Gracias.
Merci.
Dziękuję.
Köszönöm.
Obrigado.
Děkuji vám.
Michal Kubicek
kubicek@pnm.cz
+420 603 48 78 48
www.pronetmedia.cz
www.michalkubicek.cz