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Social Software and PR

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Presentation about tools of PR in Social Media

Presentation about tools of PR in Social Media

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Social Software and PR Social Software and PR Presentation Transcript

  • Online Conversations
  • Online Conversations Wolfgang Lünenbürger-Reidenbach Chief Blogging Officer 6:15 get up 6:25 open the laptop, updating feeds, what‘s up in US- blogs? quick chat with Phil in the LA office, first blog post 6:50 prepare the kids for school 7:50 unplug the iPod, take the little son to the kindergarten 8:05 on the bike, heading for the office, listening to the podcasts and newsshows 8:45 plug the laptop into the network in the office, too many mails, coffee 8:55 check monitoring feeds,inform client via email. how is Lila in Israel and Karen in Turku? 9:15 conference call, IM with Guillaume in the Paris Office 10:00 blogging 10:10 brainstorming, shit, 10 min late 11:00 Instant Coaching with the client 11:25 great, Nico is online in Köln, ask some questions via skype 11:35 some newsfeeds that had to wait until now 12:00 already 12? 12:10 go for a Döner
  • The Goal Bildquelle (cc-Lizenz): Nathan Schock, http://www.slideshare.net/nschock/web-20-and-the-online-conversation/10
  • The Goal Pay for Pray for Conversation Space Space
  • Influencer Talk, Engage Global Trust Influencer Audiences Segmented by Brand Trust Actions and Communication Styles Public Activists 27% Brand Brand Passive Active Social Networkers 28% Solo Actors 15% Listen, Watch Uninvolved 30%
  • Influencer Uninvolved Public Activists Social Networkers Solo Actors 27% 28% 15% 30% Globally Trust Builders Quality Products/Services Social Responsibility Financial Performance Quality Products/Services Trust Busters Accounting scandal Unethical labor practices Large-scale layoffs Defective Products Credible “People Like Me,” Peers, own CEO, doctors Peers, friends, “People Like Me,” doctors employees, experts experts, corporate Spokespersons TV news, business Business magazines, TV news Analyst reports, Media magazines, conversations, brand advertising, business magazines business magazines entertainment analyst reports Corporate Sound business Listen, engage Be visible in community Mass market management Implications
  • Elements of Participation Vertical Channels Inside Out The Long Tail
  • Elements of Participation HostedConversations A „Hub“ with the client‘s topic in the web Widgets Enable consumers to enrich their websites Video Original content and user generated videos FAQ Engage visitors both in answers and questions ContentAds New way of online advertising StoryCrafter Social Media News Release
  • HostedConversations Semi-automated syndication of content Blogs, news, photos, videos Based on RSS Why? Content and information Link outside to get links inside Be the # 1 for conversations on your topic One stop shop for information and rich media
  • Widgets Little content containers for other websites Easy to embed in blogs, homepages, MySpace-profiles etc. javascript, flash, ajax... Why? Widgets are the hot topic in 2007 and pretty cool Widgets enrich websites Widgets drive traffic Widgets are easy to create and very easy to embed
  • Video Original content: Interviews, education User generated content: Users put their own videos online Users ask for advice via video Why? Video drives traffic more than any other media Web quality video is easy to produce Video can easily be syndicated
  • FAQ Consumers ask - an Expert answers, e.g. in vertical channels Users discuss answers and endorse/ complete Open platform for conversations - with an educating topic Why? Engage customers Share their and your insights Build trust by opening the platform Build and share knowledge
  • Advertisment ContentAds Content driven ads via RSS Content changes, when client‘s site changes Why? Spread the conversation into the web Bring back users, who want to participate in the conversation Bring real value to websites Really pioneering
  • StoryCrafter Break down the News Release Core facts, quotes, rich media Add Social Media tools Allow stakeholders to interact Why? Move from vertical to horizontal communications Make it easy to grab information Get feedback right away Clear language, transparency
  • From Control to Conversation Established Approach The Edelman Approach PR 2.0 The Push Model Moving Towards Pull PR that relies solely on the press release to disseminate In addition to employing traditional tools, we can set up RSS feeds information to the broadest possible group of reporters packaged so that bloggers, journalists and others will access our clients’ material, then followed up on relentlessly to arrange interviews or content regularly. promote use of the content. In the many cases, e-mails are deleted and press releases are thrown into the garbage. The Tightly Controlled Message Move from Control to Conversation The best preparation for spokespeople has been a “message Every consumer can tell the difference between an over-scripted triangle” in which all questions can be worked back to a set of spokesperson and one who is speaking from the heart. Empower mutually supporting concepts, vetted in advance through focus companies to be human, which often means admitting error. Local groups or field research. This type of disciplined approach executive teams should have more leeway to speak freely, without minimizes the chance of error. The tightly controlled approach is having to check every action with headquarters. Interaction should also based on periodic interaction with stakeholders, which caters be continuous and conversation conducted according to to a company’s need to determine when that interaction begins stakeholder needs. and ends. A Single Authoritative Voice in a Crisis Engage at Multiple Levels PR practice suggests that a company is best served by By engaging at multiple levels companies can cultivate centralizing its contact with the media. This is especially true in a relationships by presenting all sides of an argument or discussion. crisis. The CEO is naturally put forward as the primary and often For instance, companies earn trust by recognizing the strengths sole spokesman. The “spin patrol,” or the next level of and weaknesses of their products. Recognizing dissident voices in executives, can be deployed later to reach specific geographic or a public fashion only enhances credibility. We have to move stakeholder groups. This process allows for controlled release of beyond crafted messages to a process of open debate. Instead of information in a carefully monitored manner. controlling message and speaking with only a few elites companies will be perceived more favorably if they divulge news-whether good or bad -- as promptly and completely as possible, and if they disclose the steps they are taking to respond to a current crisis or challenge.
  • From Control to Conversation Established Approach The Edelman Approach PR 2.0 Elites Get Top Billing Empower Employees and Allow Consumers to Co-create Messages are directed first to serious stakeholders, such as According to several studies, the most credible voice in a investors, top echelon media, regulators and elected officials, and corporation belongs to the average employee. One Edelman client frequently quoted experts (academics). Other groups, such as recently demonstrated the power of co-creating with its audience: communities, employees, local and trade media, and consumers GE’s Ecoimagination program launch was powerful because are informed later on in the process, after they have been customers were able to tell stories about how they had provided influenced by opinion leaders. input into GE’s product strategy. Speak at – Not with – the Audience Apply the Paradox of Transparency Relying on a one-way communications to build brands based on Instead of controlling message and speaking with only a few elites the belief that a passive viewer or reader would believe a companies will be perceived more favorably if they divulge news- message because of the inherent influential power of the media whether good or bad -- as promptly and completely as possible, and the brand. Products, services and the campaigns that and if they disclose the steps they are taking to respond to a marketed brands are sent from “on high” and delivered to current crisis or challenge. masses, this approach is the basis for celebrity endorsements. The Tail on the Dog A Seat at the Table There should be a unified communications strategy, naturally led PR is a management discipline. Our job comprises both strategy by advertising, which has the dominant share of the total and execution. In today’s world, reality, not spin, rules the day. marketing budget. PR is a support element, managing the media Public relations should offer advice based on insight from relations so that the advertising can do its job. communities and discussions with a broad range of stakeholders. We are the bridge to help build relationships between companies and their stakeholders. The Company Knows Best Wisdom of Crowds The company is the best source of information because the The networked communications model will see a company’s company largely controls the information flow. Indeed, much stakeholders collaborating with or without input from the company. corporate information is seen as proprietary, thereby owned by This community will become knowledgeable by talking and the company. The company introduces information and experimenting together. The opportunity for companies comes messages as appropriate. from listening, learning and participating.
  • Contact Wolfgang Lünenbürger-Reidenbach Director Online Conversations/ Chief Blogging Officer Edelman GmbH Medienpark Kampnagel Barmbeker Straße 4 22303 Hamburg line: +49 (0) 40 37 47 98-16 mobile: +49 (0) 172 10 10 609 mail: wolfgang.luenenbuerger@edelman.com skype, msn, mabber, plazes, qype: luebue icq: 229707685, aim, yahoo: wolfgang22145 blog: http://haltungsturnen.de http://edelman.com/landingblog http://przweinull.de
  • It’s your move…