PR 2.0: How Brands are Harnessing Participatory Media in Public Relations

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    PR 2.0: How Brands are Harnessing Participatory Media in Public Relations - Presentation Transcript

    1. PR 2.0 How Brands are Harnessing Participatory Media in Public Relations Course document by paul.marsden@clickadvisor.com clickadvisor
    2. PR 2.0 WHAT WE’LL COVER TODAY WEB 2.0 TOOLS FOR PR COMMUNICATION (AKA PR 2.0) http://www.flickr.com/photos/briansolis/2735401175/
    3. YOUR FACILITATOR: DR PAUL MARSDEN - DIRECTOR CLICKADVISOR.COM, AUTHOR CONNECTED MARKETING, 10 YEARS EXPERIENCE ONLINE COMMS.
    4. Participatory Media Corporate Blogs Expert Blogs Web Apps Changing Media Landscape Idea Blogs Blogger Outreach Mobile Micro Blogs Web 2.0: A Primer for PR Execs Blogs & RSS: The Web 2.0 News Release & Wire Read/Write True Multimedia Livecasting Video Blogs User Generated Content Lifesteaming Flogs Wikis PR 2.0 Social bookmarking Social networks Social Media News Release Applications e-Commerce Slide sharing Social tagging Mobile Crowdsourcing Social Media & Social Networking: PR 2.0: The Future The Web 2.0 Press Pack & Contact Book ARGs Video Video sharing Document sharing Communities Social News Photo sharing Open Innovation
    5. WEB 2.0 10 SLIDE PRIMER FOR PR EXECS clickadvisor
    6. CONGRATULATIONS! YOU ARE PERSON OF THE YEAR
    7. MEDIA: THE USER IS IN CONTROL YOU CONTROL WHAT, HOW, WHEN, AND WHERE YOU SEE IT
    8. MEDIA: THE USER IS IN CONTROL YOU CONTROL THE CONTENT: 50% OF TOP SITES DRIVEN BY USER CONTENT
    9. SOCIAL NETWORKING SITES ARE OFFICIALLY MORE >100,000,000 NUMBER OF VIDEOS ON YOUTUBE POPULAR THAN PORN SITES Guardian Oct 23 2008 >16 HOURS/WEEK >70,000,000 ONLINE FOR GEN Y ONLINE IS #1 SOURCE NUMBER OF BLOGS OF NEWS IN EU 83% Jupiter 78% BLOGS CONTAINING TRUST PEER REVIEWS ONLINE REVIEWS (VS 18% TRUST IN ADS) 36% THINK MORE POSITIVELY 55% ABOUT ORGS WITH BLOGS 34% INTERNET USERS WO HAVE INTERNET USERS WHO UPLOADED PHOTOS HAVE POSTED A REVIEW ONLINE MEDIA: A FEW FACTS AND FIGURES
    10. WHERE’S THE MOUSE? THE ALLEGORY FOR MEDIA TODAY (CLAY SHIRKY)
    11. Would YOU recommend? 0 1 2 3 4 5 6 7 8 9 10 Detractor Passive Promoter MEDIA: THE USER IS IN CONTROL YOU CONTROL REPUTATION OF COMPANIES, BRANDS AND ORGANISATIONS
    12. MEDIA: THE USER IS IN CONTROL THE ONE NUMBER YOU NEED TO GROW: USER ADVOCACY
    13. “To find something comparable you have to go back 500 years to the printing press, the birth of mass media. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” Rubert Murdoch MEDIA: THE USER IS IN CONTROL
    14. THIS IS WEB 2.0: PARTICIPATORY MEDIA - YOU MEDIA
    15. WEB 2.0: THE SCIENCE BIT THE DATABASE-BACKED WEB MAKES THE PARTICIPATORY WEB POSSIBLE
    16. ...journalists ...experts ...DJs ...broadcasters ...publishers ...critics ...editors ...archivists ...network owners WEB 2.0 TRANSFORMS THE USER INTO...
    17. Livecasting Blogs PR 1.0 PR 2.0 IM Texting Lifestreaming News Releases Blogs Podcasting Wire Services RSS RSS PR 2.0 Social media Text Press Packs Multimedia Social Media Communities Address Books Social Networks Social networks Messaging Conversations Wikis Scheduled On-Demand PR 2.0 USING WEB 2.0 TOOLS TO COMMUNICATE MORE EFFECTIVELY
    18. “The future’s already here, it’s just unevenly distributed” William Gibson SO WHAT FOR PR? (GLASS HALF FULL) WE HAVE EXCITING NEW TOOLS FOR MORE EFFECTIVE COMMUNICATION
    19. “Anything invented before you were 18 has been there forever, anything that turns up before you're 30 is new and exciting, and anything after that is a threat to the world and must be destroyed.” Jim Griffin SO WHAT FOR PR? (GLASS HALF EMPTY) IF WE CLOSE OUR EYES MAYBE THE WEB WILL GO AWAY
    20. HOW HAS WEB 2.0 ALREADY HAD AN IMPACT ON HOW YOU DO PR? SPEED BRAINSTORMING
    21. Now RSS, wit h added , podcasts s lifestream ts & livecas PR 2.0 BLOGS - THE NEWS RELEASE FOR A WEB 2.0 WORLD clickadvisor
    22. BLOG http://uk.youtube.com/watch?v=NN2I1pWXjXI • Online interactive news page (“web log”) • Today’s news release • Personal and/or professional news • Personal perspective (editorial style) • Easy to set up and use (70 million+) • Readers can comment on stories (“posts”) • Readers can subscribe to updates • Organised, searchable and archived by story • Supports multimedia content • Linked together into communities • Google loves them BLOG PRIMER
    23. THE BLOG: PR EXAMPLES CORPORATE BLOGS - IDEA BLOGS - EXPERT BLOGS
    24. PR USES FOR BLOGS • Communicating news online • Establishing expertise in your field • Demonstrating thought leadership • Engaging fans • Interacting with stakeholders • Putting a human face on organisation • Engaging blogger community • Managing crises TECH RESOURCES • Wordpress / Blogger (www.wordpress.org / www.blogger.com) • MovableType (www.movabletype.com) • Google Blog Search (www.blogsearch.google.com) • Google PageRank (www.toolbar.google.com) • Technorati (www.technorati.com) THE BLOG - PR USES & TECH RESOURCES
    25. 1. Get a blog - and post your story to it 2. Use Google Blog Search/Google PageRank to identify influential blogs around your keywords 3. Contact bloggers directly by email (use IM/blog contact form to make first contact) with link and short summary of your post, referring to one of their posts relevant to your story 4. Offer a new angle to your post and include multimedia/social media links (Don’t send/attach PR SPAM (aka a Press Release)) - offering incentives is ok 5. If you don’t get a reply, post a public comment to a relevant post on their blog with a link to your story PITCHING BLOGGERS - A SIMPLE FIVE POINT PLAN THAT WORKS
    26. ASTROTURFING • Manufactured grassroots PR using deceptive techniques FLOGS • Fake blogs/posts of imaginary people typically used for promotional PR purposes ASTROTURFING AND FLOGS - KNOW THE RISKS
    27. http://uk.youtube.com/watch?v=y-MSL42NV3c PODCAST • Video/Audio blog content • Downloadable • Syndicated • Subscriptions • Open format • Device-agnostic • Alternative to broadcasting • Livecasting (live podcast) PODCAST PRIMER
    28. PODCASTING: PR EXAMPLES
    29. PR USES FOR PODCASTS • Communicating news online in multimedia format • Establishing expertise in your field • Adding value to your offer • Event coverage • Branded entertainment • Contemporary alternative to White Paper TECH RESOURCES • iTunes (podcatching client) (www.itunes.com) Wordpress (www.wordpress.org) • Feedburner (podcast feed) (www.feedburner.com) THE PODCAST: PR USES & TECH RESOURCES
    30. http://uk.youtube.com/watch?v=0klgLsSxGsU RSS • Really Simple Syndication • The Web’s newswire solution • New fast way to get web content • Subscribe to news updates (feeds) • Receive all site updates in single place • Offer news updates from your site • Email client / browser based news reader RSS PRIMER
    31. http://www.shiftcomm.com/downloads/smprtemplate.pdf RSS: PR EXAMPLES
    32. PR USES FOR RSS • Tracking news efficiently and conveniently • Offering (custom) news feeds to stakeholders and journalists TECH RESOURCES • Feedburner (podcast feed) (www.feedburner.com) • Wordpress (www.wordpress.org) RSS: PR USES & TECH RESOURCES
    33. http://uk.youtube.com/watch?v=ddO9idmax0o Lifestreaming • Micro-blogging • Short SMS style news (text) updates (tweets) • Mobile/RSS/IM to Mobile/RSS/IM • “Mass” short messaging • Subscription-based MICRO-BLOGGING/LIFESTREAMING PRIMER
    34. MICRO-BLOGGING/LIFESTREAMING: PR EXAMPLES
    35. PR USES FOR LIFESTREAMING • Live coverage of events • Announcements • Crisis management • Calls to action TECH RESOURCES • Twitter (www.twitter.com) • Friendfeed (feed aggregator/reader) (www.friendfeed.com) MICRO-BLOGGING/LIFESTREAMING: PR USES & TECH RESOURCES
    36. OUTLINE A PR CAMPAIGN FOR ONE OF YOUR CLIENTS USING BLOGS AND RELATED TECHNOLOGY (RSS, PODCASTING, LIFESTREAMING/ MICROBLOGGING) WHO YOU’D TARGET HOW YOU’D ENGAGE THEM HOW YOU’D MEASURE SUCCESS SPEED BRAINSTORMING
    37. ial s, Soc g, Wiki arkin m B ook haring, -s g M edia tworkin Ne So cial ore an dm PR 2.0 SOCIAL MEDIA & SOCIAL NETWORKING PRESS PACK AND CONTACT BOOK FOR A WEB 2.0 WORLD clickadvisor
    38. http://uk.youtube.com/watch?v=MpIOClX1jPE Social Media • Umbrella term “Participatory Media” • Blogs, wikis, media and idea sharing • User generated content • User editing • User contributions • User voting/rating • User commenting • Collaborative media • Re-branded “viral” SOCIAL MEDIA PRIMER
    39. SOCIAL MEDIA: PR EXAMPLES
    40. SOCIAL MEDIA: SPEED BRAINSTORM
    41. Mentos: \"We are tickled pink by it,\" says Pete Healy, vice president of Coke: \"We would hope people marketing for the company's U.S. want to drink [Diet Coke] more division. The company spends less than try experiments with it,\" than $20 million on U.S. advertising says Coke spokeswoman Susan annually and estimates the value of McDermott. She adds that the online buzz to be \"over $10 \"craziness with Mentos ... doesn't million.” [Mentos capitalised on this fit with the brand personality\" of by sponsoring a “Mentos geyser” Diet Coke video competition] SOCIAL MEDIA MEANS UPDATING COMMAND-AND-CONTROL COMMUNICATION TO A NEW CONNECT-AND-COLLABORATE MODEL
    42. SOCIAL MEDIA: PR EXAMPLES
    43. SOCIAL MEDIA: PR EXAMPLES
    44. SOCIAL MEDIA: BUZZ MONITORING
    45. PR USES FOR SOCIAL MEDIA • Establishing Thought Leaderhship • Delivering Stakeholder Value • Stakeholder Engagement • Innovation & Planning TECH RESOURCES • Opinion sharing (www.wordpress.com / www.blogger.com) • Video sharing (www.YouTube.com) • Image sharing (www.Flickr.com) • Bookmark sharing (www.Delicious.com) • News sharing (www.digg.com) • Document sharing (www.Issuu.com / www.Scribd.com) • Knowledge sharing (www.wikipedia.com / www.wetpaint.com) • Presentation sharing (www.slideshare.net) • Radian6 (www.radian6.com) / Polldaddy (www.polldaddy.com) SOCIAL MEDIA: PR USES & TECH RESOURCES
    46. http://uk.youtube.com/watch?v=vPU4awtuTsk http://uk.youtube.com/watch?v=x66lV7GOcNU SOCIAL MEDIA PRIMER (PHOTO SHARING/SOCIAL BOOKMARKING)
    47. http://uk.youtube.com/watch?v=-dnL00TdmLY Wiki (“wiki” means fast in Hawaiian) • Social media knowledge hub • Collaborative document/site creation • Multiple contributors • Users can edit, write and save changes • Also create new pages and link them • Harnesses collective intelligence • Super-charged user forum • Supports multimedia content • No software needed, just a browser WIKI PRIMER
    48. WIKIS: PR EXAMPLES
    49. PR USES FOR WIKIS • Establishing expertise • Stakeholder engagement • Project management/coordination • Value delivery TECH RESOURCES • Wikipedia (www.wikipedia.com) • Wetpaint (custom wikis) (www.wetpaint.com) WIKIS: PR USES & TECH RESOURCES
    50. http://uk.youtube.com/watch?v=6a_KF7TYKVc Social Networking • Web 2.0 Contact Book • Online “people” networks • Professional networks • Personal networks • Passion networks • Manage current contacts • Help find new contacts • Communicate with contacts SOCIAL NETWORKING PRIMER
    51. SOCIAL NETWORKING: PR EXAMPLES
    52. PR USES FOR SOCIAL NETWORKING • Contact management • Sponsoring affinity groups • Sponsoring widgets (value delivery) TECH RESOURCES • Facebook (www.facebook.com) • LinkedIn (www.linkedin.com) • Ning (www.ning.com) SOCIAL NETWORKING: PR USES & TECH RESOURCES
    53. OUTLINE A PR CAMPAIGN FOR ONE OF YOUR CLIENTS USING SOCIAL MEDIA AND/OR SOCIAL NETWORKING TOOLS WHO YOU’D TARGET HOW YOU’D ENGAGE THEM HOW YOU’D MEASURE SUCCESS SPEED BRAINSTORMING
    54. s, App deo i ile, V ing, Mob sourc d g, C row mputin Co C loud merce Com PR 2.0 EMERGING TRENDS AND A FIVE POINT PR 2.0 PLAN clickadvisor
    55. 1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN PULLING IT ALL TOGETHER - A FIVE POINT PR 2.0 PLAN
    56. 1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN Would YOU recommend? 0 1 2 3 4 5 6 7 8 9 10 Detractor Passive Promoter + What’s the one thing we could do to improve? PUT IN PLACE A LISTENING STRATEGY TO TRACK WHAT PEOPLE ARE SAYING ABOUT YOU AND YOUR CATEGORY
    57. 1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN ENGAGE WITH THE CONVERSATION JOIN IN AND PARTICIPATE IN CONVERSATIONS WHERE THEY HAPPEN
    58. 1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN SHARE CONTENT UNLEASH YOUR NEWS AND ASSETS BY SHARING FREELY
    59. 1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN BUILD COMMUNITY HELP STAKEHOLDERS CONNECT, CONVERSE AND COLLABORATE
    60. 1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN LEARN FROM YOUR AUDIENCE USE PR AS A STRATEGIC FEEDBACK LOOP
    61. AND FINALLY - THREE EMERGING TRENDS IN PR
    62. THE FUTURE OF PR IS MOBILE (VIDEO) MOBILE NEWS AND INFORMATION SERVICES
    63. THE FUTURE OF PR IS IN THE CLOUD CLOUD COMPUTING APPLICATIONS AND SERVICES THAT ADD VALUE
    64. THE FUTURE OF PR IS CROWDSOURCING HARNESSING COLLECTIVE INTELLIGENCE OF STAKEHOLDERS
    65. THE FUTURE OF PR IS CROWDSOURCING CROWDSOURCING SOLUTIONS WITH IDEA CHALLENGES
    66. THE FUTURE OF PR IS CROWDSOURCING CROWDSOURCING SOLUTIONS WITH IDEA CHALLENGES
    67. THE FUTURE OF PR IS CROWDSOURCING CROWDSOURCING SOLUTIONS WITH IDEA COMMUNITIES
    68. THE FUTURE OF PR IS CROWDSOURCING CROWDSOURCING SOLUTIONS WITH IDEA BLOGS
    69. THE FUTURE OF PR IS CROWDSOURCING CROWDSOURCING SOLUTIONS WITH IDEA MARKET PLACES
    70. THE FUTURE OF PR IS YOU
    71. Thank you For copies please email paul.marsden@clickadvisor.com clickadvisor
    72. Hello, we’re clickadvisor, a new digital insight agency that runs crowdsourcing contests to help brands and organisations innovate clickadvisor

    + Paul MarsdenPaul Marsden, 11 months ago

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