PR 2.0


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PR 2.0

  2. 2. Situation Analysis <ul><li>The world is clearly tuning in to web “2.0” which defines the new evolved internet and since then every upgrade has to be 2.0. </li></ul><ul><li>PR 2.0 – The practice of Public Relations in the dynamic 2.0 world </li></ul>
  3. 3. What’s been happening <ul><li>Boom of new and interactive media </li></ul><ul><li>Free and unlimited access to IT and ICT and personal communication technology </li></ul><ul><li>Companies have woken up to build brand using new media </li></ul><ul><li>Blogs, social communities, games and video / photo sharing sites </li></ul><ul><li>Hand held devises with interactive features </li></ul>
  4. 4. Why it all started – Viral revolution <ul><li>Today’s media is cluttered </li></ul><ul><li>Advertisers have loads of options but fail to choose the best media vehicle </li></ul><ul><li>Spends on traditional marketing techniques have resulted in less or no results </li></ul><ul><li>TG has grown up and has started accessing latest technology </li></ul><ul><li>Time and space Gap between the TG presence and product advertised – traditional marketing techniques was not able catch the TG where they are present </li></ul>Marketing Campaign Target Audience Time and space gap
  5. 5. Where we stand today <ul><li>The traditional Marketing model we all grew up with is obsolete </li></ul><ul><li>Mass Marketing is a mass mistake </li></ul><ul><li>“ Word of mouth” has made a strong comeback </li></ul><ul><li>Internet PR is an integral part of Viral Marketing or Online Marketing as it’s commonly known as </li></ul><ul><li>Viral, Buzz and word of mouth is the latest mantra in PR </li></ul><ul><li>Blogspot, flicker, Youtube, Orkut, Myspace are the latest virtual brands and are the right PR tools </li></ul>
  6. 6. Height of Internet
  7. 7. PR 2.0 <ul><li>What is it? </li></ul><ul><li>Why are we talking about it? </li></ul>
  8. 8. What is PR 2.0 or online PR <ul><li>PR 2.0 can be defined as PR techniques used to spread word of mouth publicity using new media. </li></ul>
  9. 9. Why PR 2.0 ? <ul><li>Interactive nature of internet helps in determining the result of a PR campaign </li></ul><ul><li>Direct interaction with the TG </li></ul><ul><li>Immediate response and feedback </li></ul>
  10. 10. Why PR 2.0 : Example Instant response to a topic helps measuring the success rate of awareness created through PR 2.0
  11. 11. Why PR 2.0 : Example A classic example of direct interaction with the TG TG Topics Discussed
  12. 12. How <ul><li>How to effectively use PR 2.0 keeping </li></ul><ul><li>“ word of mouth” </li></ul><ul><li>as constant phenomenon </li></ul>
  13. 13. Methods for successful implementation of PR 2.0 <ul><li>Beta testing using opinion leaders </li></ul><ul><li>Live Buzz / Gossip </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Brand Advocates </li></ul><ul><li>Hawthorne effect </li></ul>
  14. 14. Beta testing thru Opinion leaders <ul><li>Beta trial is nothing but seeding information. </li></ul><ul><li>Opinion leader are those target buyers who are likely to frequently offer to be elicited for category related advice. </li></ul><ul><li>In simple terms they are leaders of a particular group whose opinion is always accepted by their followers </li></ul>
  15. 15. How does it work
  16. 16. Case Study <ul><li>When Google launched its mail service “Gmail” in 2004 it sent invitation to 1000 opinion leaders to sample their beta version. To spread word of mouth publicity it enabled the opinion leaders to invite their friends to register with Gmail. This triggered active word of mouth advocacy. This seeding of information resulted in 3 million Gmail adaptors in just 3 months with zero monies spent on advertising. Indeed the seeding trial created so much demand that participants started selling Gmail accounts and a black market emerged on internet with each account sold up to US$ 200. </li></ul>
  17. 17. A typical Opinion Leader Opinion leader The above person is a powerful opinion leader who works as a journalist. Its easy to find opinion leaders online
  18. 18. Buzz PR <ul><li>Buzz PR happens when ordinary person / trained professional becomes brand ambassador and spreads word of mouth publicity about the product to a particular group which they belong to. </li></ul><ul><li>Types of Buzz PR: </li></ul><ul><li>Peer to Peer – use of ordinary people who become brand ambassador </li></ul><ul><li>Performer to Peer – use of professionals </li></ul><ul><li>Suspense element is crucial in Buzz PR </li></ul>
  19. 19. Case Study <ul><li>We our self form the right case study for Buzz PR. Lets ask our self as to how many times we have talked about our shopping experience, favorite restaurant etc with our friends and advocated them to try it out. </li></ul><ul><li>We know different forums and networks where we can interact with our peer groups and subtly advocate about the product. </li></ul>
  20. 20. Buzz PR and suspense element Suspense element Response to Suspense element Thru Buzz PR one can create suspense element and finally reveal the detail of the product or straight away give details about the product and their experience.
  21. 21. Viral Marketing <ul><li>Definition – Viral marketing describes any strategy that encourages individuals to pass on a mkt msg to others creating the potential for exponential growth in the message’s exposure and influence </li></ul><ul><li>Example: </li></ul><ul><li>Sending out sms / e-mails etc to a particular group. </li></ul><ul><li>Mail and sms forwards form part of viral marketing </li></ul><ul><li>Using social community to spread message </li></ul>
  22. 22. Case Study <ul><li>Agent Provocateur </li></ul><ul><li>A digital video clip of a sexy advertisement featuring pop icon Kylie Minogue dressed in Agent Provocateur lingerie and riding a bronco machine was placed online. This online file was copied downloaded and forwarded an estimated 100 million times creating a lot of word of mouth publicity for a small boutique shop </li></ul><ul><li>http:// =Pj049hVtz6A </li></ul>* Adult content Hint: 1. try a Google search on agent provocateur and you will understand the amount of publicity it has created. 2. Lets create an controversial video of our Rjs
  23. 23. Viral Marketing examples Viral marketing using social network
  24. 24. More example Viral e - mail
  25. 25. Brand Advocates <ul><li>Brand advocates are regular clients, customers with no special opinion leading powers but who likes your brand so much that they recommend it to others. </li></ul><ul><li>Brand advocates are different from opinion leaders as they are highly satisfied brand adaptors and their enthusiasm endorses your brand </li></ul>
  26. 26. Brand Advocacy Pyramid
  27. 27. Advocacy using ICECARDS <ul><li>Icecards are privilege cards or membership cards. </li></ul><ul><li>These cards were effectively used by credit card / financial service / airline companies to provide preferential service to the card holders </li></ul>
  28. 28. Case study <ul><li>Kingfisher King club : </li></ul><ul><li>An privilege card issued by Kingfisher airline which offers royal treatment to the kingfisher guests. King club is highly promoted thru brand advocates and frequent flyers end up becoming the king club member </li></ul>
  29. 29. Example King card Brand advocates push their contacts to become a part of King club
  30. 30. Hawthorne effect <ul><li>This is psychological </li></ul><ul><li>If you want something from someone start asking for their advise on any irrelevant issues and appreciate their advise. After sometime ask for what you want and they would not be in a position to say no. </li></ul><ul><li>By asking them their advise you have flattered their ego and at the subconscious level they are indebted to you </li></ul><ul><li>It’s a very powerful influence technique </li></ul><ul><li>We all have done this some point of time </li></ul>
  31. 31. Example Seeking advise, there by starting a Hawthorne effect Responses Post this if the person had asked people to send her the music album she would have received a positive response
  32. 32. Tools for Implementing PR 2.0 <ul><li>Various tools available to implement PR 2.0 based on the methods described in the above slides </li></ul>
  33. 33. Tools <ul><li>E-Mail – forwards </li></ul><ul><li>Networking sites </li></ul><ul><li>Video uploads </li></ul><ul><li>Podcasting </li></ul><ul><li>Video Podcasting </li></ul><ul><li>Blogs </li></ul><ul><li>BIG FM Website </li></ul><ul><li>Rss feeds </li></ul><ul><li>Chats </li></ul><ul><li>Communities and groups </li></ul>
  34. 34. Ideas <ul><li>Few ideas as to how the method and tools can be synchronized </li></ul>
  35. 35. Case Study for example <ul><li>RJ Sunayana helped police in nabbing a truck driver who was involved in hit and run away case. Sunayana in her OB van chased the truck driver and made him surrender. She was honored by local authorities </li></ul><ul><li>We will use the above case study and try to fit it in various internet PR methods and tools </li></ul>
  36. 36. E-Mail <ul><li>Chain e-mail describing the bravery act </li></ul><ul><li>Use of buzz agents and opinion leader to send the emails and keep forwarding them </li></ul><ul><li>Asking people to give their opinion thru reverse e-mail triggering Hawthorne effect and creating interactive element </li></ul><ul><li>a viral e-mail with some catchy headline which will make people open it for sure </li></ul>
  37. 37. Example Catchy subject
  38. 38. Networking sites <ul><li>Creating a community for the RJ </li></ul><ul><li>Starting topics of discussion </li></ul><ul><li>Starting a online poll </li></ul><ul><li>Spreading viral message in other communities </li></ul>
  39. 39. Example Chennai community Viral message A perfect example of a viral message posted on a general community Check out the number of members in the community
  40. 40. Video <ul><li>Video of Sunayana getting honored </li></ul><ul><li>Link it to blogs and community site </li></ul><ul><li>Mail the video to others </li></ul><ul><li>Use buzz agents to spread the message </li></ul><ul><li>upload the video in our website </li></ul><ul><li>Video Podcast it </li></ul>
  41. 41. Example <ul><li>CNN IBN story on Rajinikant's Sivaji movie </li></ul><ul><li>http:// =fiK88K0FMTU </li></ul><ul><li>this video has been watched 6148 times. </li></ul>
  42. 42. Podcasting <ul><li>Podcast the audio links </li></ul><ul><li>Can be Podcasted on BIG FM website </li></ul>
  43. 43. Blogs / Rss feed <ul><li>The whole story can be blogged </li></ul><ul><li>Response can be obtained by posing questions on the topic create Hawthorne effect </li></ul><ul><li>Blogs can be promoted using buzz agents </li></ul><ul><li>Blogs can be linked to networking sites </li></ul><ul><li>RJ can write response herself </li></ul><ul><li>Rss feed of the RJ’s webpage in BIG FM to any particular blog </li></ul><ul><li>Rss feed of one blog to another </li></ul><ul><li>RJ pics can be uploaded on to photoblog </li></ul><ul><li>Mobile blogging option cud be sought </li></ul>
  44. 44. Chats and groups <ul><li>Creating a chat room for the RJ (RJ Sunayana chat room) </li></ul><ul><li>BIG FM Chat room in Yahoo </li></ul><ul><li>Yahoo/ rediff / big adda groups </li></ul>
  45. 45. Example Sample group