Public Relations In The New World Of Distributed Influence


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This session will focus on the new realities of public relations in the emerging bottom-up world. The assumption is that influence patterns are changing and that individual experts, using various online tools of expression, are increasingly defining the business agenda and the priorities for mainstream media. We look at how to interact with these people - most of whom who don't meet the traditional media profile - how to optimize their influence and audiences and how to measure results.

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  • Great slide capture of some of the key players so far
  • By committing to the program for one year, the Insiders agreed to: Participate in Intel-focused events throughout the year for education purposes Provide feedback on Intel’s social media activities so that Intel could develop best practices In return, the Insiders would receive special “inside” access to Intel embargoed news, executive dialogues, exclusive events and visibility on Intel social web properties. We continuously engaged them with the brand by publicly disclosing that we were seeding them the latest Intel-powered devices on the market, consulting them for advice and feedback prior to most major online community engagements, and integrating them into Intel campaigns.
  • The Gurus are the cornerstone of Clickable’s marketing strategy. Clickable charged the Gurus with patrolling online search-marketing communities like Google AdWords, WebMasterWorld, and Microsoft adCenter. In addition, the Gurus submitted a weekly cutting-edge lesson to the Official Clickable Blog, and answered customer questions in Clickable Forums. After a year of service and evangelism, the Gurus have made a measurable impact on Clickable’s bottom line: The program drove a 400% increase in new monthly ad spend on the Clickable Platform versus the previous year. This is significant because Clickable’s business model is to charge 5% of total spend managed. The company’s board of directors has committed to indefinite investment and continuation of the program.
  • Public Relations In The New World Of Distributed Influence

    1. 1. Public Relations In The New World Of Distributed Influence Paul Gillin QUALCOMM November 9, 2009
    2. 2. <ul><li>Discussion Forums – Tactical but impersonal </li></ul><ul><li>Blogs – The online equivalent to speaking </li></ul><ul><li>Microblogs – Short, fast and shallow </li></ul><ul><li>Podcasts – Depth but no interactivity </li></ul><ul><li>Social Networks – Listening posts </li></ul><ul><li>Social Bookmarking – Human-powered search </li></ul><ul><li>Online Video – Be remarkable, be quick </li></ul><ul><li>Search Engines – Optimize for them </li></ul>
    3. 3. Choosing Tools Blog Podcast Video Social Network Private community Review engine Virtual world Build community ☻ ☻ ☻ ☻ ☻ ☻ Counter negativity ☻ ☻ ☻ ☻ Crisis management ☻ ☻ ☻ ☻ ☻ ☻ Customer conversation ☻ ☻ ☻ ☻ Expose employee talent ☻ ☻ ☻ ☻ ☻ Generate web traffic ☻ ☻ ☻ Humanize the company ☻ ☻ ☻ ☻ ☻ Market research ☻ ☻ ☻ ☻ ☻ Media relations ☻ ☻ ☻ ☻ ☻ Generate new product ideas ☻ ☻ ☻ ☻ ☻ Product promotion ☻ ☻ ☻ ☻ ☻ ☻ Customer service ☻ ☻ ☻ ☻ Customer feedback ☻ ☻ ☻ Frand advocates ☻ ☻ ☻ ☻ ☻ Sales leads ☻ ☻ ☻ ☻ ☻ ☻
    4. 4. Source: Brian Solis
    5. 5. Start by Listening
    6. 8. Bookmarking and RSS Social Media Search Professional networks
    7. 9. Influencer Relations
    8. 10. Source: Barbara French
    9. 11. Look for authority and fans This one looks promising
    10. 12. Fans share passion Tag cloud shows interests
    11. 13. Blogroll leads to relevant sites So does commentary
    12. 14. And on her blogroll we find… Which takes us to…
    13. 15. Among its active contributors is Reba Haas Who turns out to be quite active…
    14. 16. Reba is an influencer!
    15. 17. Tags voip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone
    16. 19. “ Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.” <ul><li>10 Influential bloggers tapped for one-year campaign </li></ul><ul><li>Participate in events and provide feedback on Intel’s marketing activities </li></ul><ul><li>Rewarded with access to key Intel information and executives </li></ul>
    17. 20. Blog: The Swiss Army Knife of Social Media
    18. 21. <ul><li>Cheap and easy to create and update </li></ul><ul><li>Have distinct personal voice </li></ul><ul><li>Can quickly build traffic through reciprocal links </li></ul><ul><li>Excellent search engine performance </li></ul><ul><li>Modest revenue opportunity </li></ul><ul><li>Simple way to keep notes </li></ul>
    19. 22. <ul><li>CEO </li></ul>
    20. 23. <ul><li>Employee </li></ul>
    21. 24. Group
    22. 25. <ul><li>Advocacy </li></ul>
    23. 26. <ul><li>Promotional </li></ul>
    24. 27. <ul><li>Advisory </li></ul>
    25. 28. <ul><li>A clear, preferably narrow focus </li></ul><ul><li>Frequent updates </li></ul><ul><li>Mix of short, long, light, heavy content </li></ul><ul><li>Aggressive links to other bloggers </li></ul><ul><li>Comments and trackbacks </li></ul><ul><li>Mixed media </li></ul><ul><li>Educate and discover </li></ul><ul><li>Personality </li></ul><ul><li>Prompt for comments </li></ul>
    26. 29. <ul><li>Read mainstream media and other bloggers and comment upon them </li></ul><ul><li>Frame events in a new context that reflects your analysis </li></ul><ul><li>Be offbeat and original </li></ul><ul><li>Packaging works: top 10 lists, predictions, best & worst, quick hits </li></ul>
    27. 30. Bill Hill, Microsoft
    28. 31. “ The Gurus are the cornerstone of Clickable’s marketing strategy. Clickable's community program, led by the Gurus, now directly generates at least 50% of all new leads and customers and 400% more in new monthly advertising spend versus a year ago.”
    29. 33. Microblogging
    30. 35. 1.7 million followers 1.2 million followers 1.1 million followers 980,000 followers 473,000 followers
    31. 36. <ul><li>Twitter can promote all your other SM activities </li></ul><ul><li>Share broad range of information </li></ul><ul><li>Make it personal </li></ul><ul><li>Be remarkable </li></ul><ul><li>Mix it up </li></ul><ul><li>Respond and retweet </li></ul><ul><li>Coordinate with others in your organization </li></ul><ul><li>Repeat important messages </li></ul><ul><li>Link! </li></ul>
    32. 37. Promoting Your Content
    33. 38. Begins as a tweet Becomes a blog entry Feeds a podcast Stokes a white paper That gets tweeted!
    34. 39. 32 million members 300 million members 44 million members 1 billion daily views 6 million daily visitors 50 million members 10 million members 1 million daily visitors 1.5 million daily visitors
    35. 41. Then RSS enables automatic syndication to any computer that accepts RSS feeds. It’s free, automatic distribution. Now Server User Search
    36. 42. Facebook & LinkedIn
    37. 43. Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
    38. 44. Tweets Blog entries Conversation
    39. 45. <ul><li>Great way to connect enthusiasts to each other </li></ul><ul><li>Can be about any topic </li></ul><ul><li>99% are dead; they require care and feeding </li></ul><ul><li>Can be restricted or open </li></ul><ul><li>Can be visible or invisible to search engines </li></ul><ul><li>Admins have permission to message members </li></ul>
    40. 46. Facebook Fans Announcements Mailing List Repurpose media Feedback/testing
    41. 47. Profiles are essential Efficient contact management Recommendations cement relationships
    42. 48. Advice is social capital Company research Six degrees of connection
    43. 49. Research Groups Expertise Syndication
    44. 51. <ul><li>Traffic – unique visitors vs. page views </li></ul><ul><li>Technorati rankings </li></ul><ul><li>RSS subscriptions </li></ul><ul><li>Google linkto: and allinanchor: </li></ul><ul><li> and Technorati tags </li></ul><ul><li>Trackbacks </li></ul><ul><li>, Xinu, Compete, Alexa, etc. </li></ul><ul><li>Not to mention… </li></ul><ul><li>Search engine rank </li></ul><ul><li>Social bookmark activity </li></ul><ul><li>Comments on your site and others </li></ul><ul><li>Inbound links </li></ul><ul><li>Blog mentions </li></ul><ul><li>Discussion group posts </li></ul><ul><li>Social network membership </li></ul><ul><li>Bloglines or Blogpulse rankings </li></ul><ul><li>Mainstream media references </li></ul><ul><li>Referral links </li></ul><ul><li>Search engine results </li></ul><ul><li>Positive/negative sentiment analysis </li></ul><ul><li>Video viewership </li></ul><ul><li>Mashups </li></ul><ul><li>Copycat or parody videos </li></ul><ul><li>Contest entries </li></ul>
    45. 52. Paul Gillin 508-656-0734 [email_address] Twitter: pgillin Available on Amazon or from Available on Amazon or from Subscribe to my free weekly newsletter at