PR 2.0 WELCOME TO THE WORLD OF INTERATIVE, ONLINE AND CONNECTED PR

Situation Analysis 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. PR 2.0 – The practice of Public Relations in the dynamic 2.0 world

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.

PR 2.0 – The practice of Public Relations in the dynamic 2.0 world

What’s been happening Boom of new and interactive media Free and unlimited access to IT and ICT and personal communication technology Companies have woken up to build brand using new media Blogs, social communities, games and video / photo sharing sites Hand held devises with interactive features

Boom of new and interactive media

Free and unlimited access to IT and ICT and personal communication technology

Companies have woken up to build brand using new media

Blogs, social communities, games and video / photo sharing sites

Hand held devises with interactive features

Why it all started – Viral revolution Today’s media is cluttered Advertisers have loads of options but fail to choose the best media vehicle Spends on traditional marketing techniques have resulted in less or no results TG has grown up and has started accessing latest technology Time and space Gap between the TG presence and product advertised – traditional marketing techniques was not able catch the TG where they are present Marketing Campaign Target Audience Time and space gap

Today’s media is cluttered

Advertisers have loads of options but fail to choose the best media vehicle

Spends on traditional marketing techniques have resulted in less or no results

TG has grown up and has started accessing latest technology

Time and space Gap between the TG presence and product advertised – traditional marketing techniques was not able catch the TG where they are present

Where we stand today The traditional Marketing model we all grew up with is obsolete Mass Marketing is a mass mistake “ Word of mouth” has made a strong comeback Internet PR is an integral part of Viral Marketing or Online Marketing as it’s commonly known as Viral, Buzz and word of mouth is the latest mantra in PR Blogspot, flicker, Youtube, Orkut, Myspace are the latest virtual brands and are the right PR tools

The traditional Marketing model we all grew up with is obsolete

Mass Marketing is a mass mistake

“ Word of mouth” has made a strong comeback

Internet PR is an integral part of Viral Marketing or Online Marketing as it’s commonly known as

Viral, Buzz and word of mouth is the latest mantra in PR

Blogspot, flicker, Youtube, Orkut, Myspace are the latest virtual brands and are the right PR tools

Height of Internet

PR 2.0 What is it? Why are we talking about it?

What is it?

Why are we talking about it?

What is PR 2.0 or online PR PR 2.0 can be defined as PR techniques used to spread word of mouth publicity using new media.

PR 2.0 can be defined as PR techniques used to spread word of mouth publicity using new media.

Why PR 2.0 ? Interactive nature of internet helps in determining the result of a PR campaign Direct interaction with the TG Immediate response and feedback

Interactive nature of internet helps in determining the result of a PR campaign

Direct interaction with the TG

Immediate response and feedback

Why PR 2.0 : Example Instant response to a topic helps measuring the success rate of awareness created through PR 2.0

Why PR 2.0 : Example A classic example of direct interaction with the TG TG Topics Discussed

How How to effectively use PR 2.0 keeping “ word of mouth” as constant phenomenon

How to effectively use PR 2.0 keeping

“ word of mouth”

as constant phenomenon

Methods for successful implementation of PR 2.0 Beta testing using opinion leaders Live Buzz / Gossip Viral Marketing Brand Advocates Hawthorne effect

Beta testing using opinion leaders

Live Buzz / Gossip

Viral Marketing

Brand Advocates

Hawthorne effect

Beta testing thru Opinion leaders Beta trial is nothing but seeding information. Opinion leader are those target buyers who are likely to frequently offer to be elicited for category related advice. In simple terms they are leaders of a particular group whose opinion is always accepted by their followers

Beta trial is nothing but seeding information.

Opinion leader are those target buyers who are likely to frequently offer to be elicited for category related advice.

In simple terms they are leaders of a particular group whose opinion is always accepted by their followers

How does it work

Case Study 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.

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.

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

Buzz PR 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. Types of Buzz PR: Peer to Peer – use of ordinary people who become brand ambassador Performer to Peer – use of professionals Suspense element is crucial in Buzz PR

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.

Types of Buzz PR:

Peer to Peer – use of ordinary people who become brand ambassador

Performer to Peer – use of professionals

Suspense element is crucial in Buzz PR

Case Study 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. We know different forums and networks where we can interact with our peer groups and subtly advocate about the product.

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.

We know different forums and networks where we can interact with our peer groups and subtly advocate about the product.

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.

Viral Marketing 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 Example: Sending out sms / e-mails etc to a particular group. Mail and sms forwards form part of viral marketing Using social community to spread message

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

Example:

Sending out sms / e-mails etc to a particular group.

Mail and sms forwards form part of viral marketing

Using social community to spread message

Case Study Agent Provocateur 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 http:// www.youtube.com/watch?v =Pj049hVtz6A * 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

Agent Provocateur

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

http:// www.youtube.com/watch?v =Pj049hVtz6A

Viral Marketing examples Viral marketing using social network

More example Viral e - mail

Brand Advocates 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. Brand advocates are different from opinion leaders as they are highly satisfied brand adaptors and their enthusiasm endorses your brand

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.

Brand advocates are different from opinion leaders as they are highly satisfied brand adaptors and their enthusiasm endorses your brand

Brand Advocacy Pyramid

Advocacy using ICECARDS Icecards are privilege cards or membership cards. These cards were effectively used by credit card / financial service / airline companies to provide preferential service to the card holders

Icecards are privilege cards or membership cards.

These cards were effectively used by credit card / financial service / airline companies to provide preferential service to the card holders

Case study Kingfisher King club : 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

Kingfisher King club :

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

Example King card Brand advocates push their contacts to become a part of King club

Hawthorne effect This is psychological 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. By asking them their advise you have flattered their ego and at the subconscious level they are indebted to you It’s a very powerful influence technique We all have done this some point of time

This is psychological

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.

By asking them their advise you have flattered their ego and at the subconscious level they are indebted to you

It’s a very powerful influence technique

We all have done this some point of time

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

Tools for Implementing PR 2.0 Various tools available to implement PR 2.0 based on the methods described in the above slides

Various tools available to implement PR 2.0 based on the methods described in the above slides

Tools E-Mail – forwards Networking sites Video uploads Podcasting Video Podcasting Blogs BIG FM Website Rss feeds Chats Communities and groups

E-Mail – forwards

Networking sites

Video uploads

Podcasting

Video Podcasting

Blogs

BIG FM Website

Rss feeds

Chats

Communities and groups

Ideas Few ideas as to how the method and tools can be synchronized

Few ideas as to how the method and tools can be synchronized

Case Study for example 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 We will use the above case study and try to fit it in various internet PR methods and tools

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

We will use the above case study and try to fit it in various internet PR methods and tools

E-Mail Chain e-mail describing the bravery act Use of buzz agents and opinion leader to send the emails and keep forwarding them Asking people to give their opinion thru reverse e-mail triggering Hawthorne effect and creating interactive element a viral e-mail with some catchy headline which will make people open it for sure

Chain e-mail describing the bravery act

Use of buzz agents and opinion leader to send the emails and keep forwarding them

Asking people to give their opinion thru reverse e-mail triggering Hawthorne effect and creating interactive element

a viral e-mail with some catchy headline which will make people open it for sure

Example Catchy subject

Networking sites Creating a community for the RJ Starting topics of discussion Starting a online poll Spreading viral message in other communities

Creating a community for the RJ

Starting topics of discussion

Starting a online poll

Spreading viral message in other communities

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

Video Video of Sunayana getting honored Link it to blogs and community site Mail the video to others Use buzz agents to spread the message upload the video in our website Video Podcast it

Video of Sunayana getting honored

Link it to blogs and community site

Mail the video to others

Use buzz agents to spread the message

upload the video in our website

Video Podcast it

Example CNN IBN story on Rajinikant's Sivaji movie http:// www.youtube.com/watch?v =fiK88K0FMTU this video has been watched 6148 times.

CNN IBN story on Rajinikant's Sivaji movie

http:// www.youtube.com/watch?v =fiK88K0FMTU

this video has been watched 6148 times.

Podcasting Podcast the audio links Can be Podcasted on BIG FM website

Podcast the audio links

Can be Podcasted on BIG FM website

Blogs / Rss feed The whole story can be blogged Response can be obtained by posing questions on the topic create Hawthorne effect Blogs can be promoted using buzz agents Blogs can be linked to networking sites RJ can write response herself Rss feed of the RJ’s webpage in BIG FM to any particular blog Rss feed of one blog to another RJ pics can be uploaded on to photoblog Mobile blogging option cud be sought

The whole story can be blogged

Response can be obtained by posing questions on the topic create Hawthorne effect

Blogs can be promoted using buzz agents

Blogs can be linked to networking sites

RJ can write response herself

Rss feed of the RJ’s webpage in BIG FM to any particular blog

Rss feed of one blog to another

RJ pics can be uploaded on to photoblog

Mobile blogging option cud be sought

Chats and groups Creating a chat room for the RJ (RJ Sunayana chat room) BIG FM Chat room in Yahoo Yahoo/ rediff / big adda groups

Creating a chat room for the RJ (RJ Sunayana chat room)

BIG FM Chat room in Yahoo

Yahoo/ rediff / big adda groups

Example Sample group