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Online PR & Online Reputation Management

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Social Media Kitchen presentation on 25 october

Social Media Kitchen presentation on 25 october

Published in: Marketing, Business, Technology
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  • 1. vrijdag 25 oktober 13
  • 2. defining online pr vrijdag 25 oktober 13
  • 3. online reputation perception of your brand based on your digital footprint content you created and shared customer feedback content created about your brand vrijdag 25 oktober 13
  • 4. online PR optimise the perception of your brand by managing your digital footprint online reputation management vrijdag 25 oktober 13
  • 5. online PR techniques PR social media monitoring community building online PR storytelling content marketing vrijdag 25 oktober 13 search marketing
  • 6. influence who? customers job searchers prospects online PR journalists, influencers investors & stake holders coworkers vrijdag 25 oktober 13
  • 7. influence where? blogs search engines social media online PR online media review sites fora vrijdag 25 oktober 13
  • 8. marketing funnel Newsletter Social Ads PPC Email Reviews Community Forum Blog Media Online Ads awareness consideration Website purchase Direct Mail Email Worth of Mouth Store PR Ecommerce Radio TV Print vrijdag 25 oktober 13 Social Networks Blog retention FAQ Knowledge Base advocacy Promotions
  • 9. linkman model MARKETING VEHICLES EARNED MARKETING & SALES FUNNELS Different Measures Used Brand Strength OWNED PAID PR Radio TV Print Online Ads Emai PPC Social Ads Reviews Worth of Mouth Direct Mail Media Blog Ecommerce Website Store Community Forum FAQ Knowledge Base Promotions Social Networks Newsletter Marketing Actions 93% AWARENESS 87% UNDERSTANDING CONSIDERATION 63% Acquisition PREFERENCE TRIAL 10% OCCASIONAL BUYER 8% REGULAR 1% AMBASSADORS Reach Frequency Exposures Gross Rating Points - GRPs Cost/GRP Share of Voice Relative attendance percentage Sampling population percentage Cost/sample Direct marketing response ratios Click-throughs Preference ratios Share of promotions Percent of visits Number of visitors Number of page views Time spent per page Number of completed transactions Discovery Interruption Expert Engagement Reviews Word of Mouth Occasional-user ratio Share of requirements Redemption percentage Deal-closing rates Relative attendance percentage Cost/attendee Brand opinions PR share of voice Share of buyers Occasional-user ratio Usual-buyer ratio Cost/incremental unit Incremental promoted volume Loyalty ratios Churn ratios Retention ratios Introduction Sentiment Validation Post-purchase research Advocate Sentiment Commitment Retention 7% CHURN Experimentation Interruption Reconsidarationt vrijdag 25 oktober 13
  • 10. MARKETING VEHICLES EARNED OWNED PAID PR Radio TV Print Online Ads Emai PPC Social Ads Reviews Worth of Mouth Direct Mail Media Blog Ecommerce Website Store Community Forum FAQ Knowledge Base Promotions Social Networks Newsletter vrijdag 25 oktober 13 MARKETING & SALES FUNNELS 93% AWARENESS 87% UNDERSTANDING CONSIDERATION 63% Acquisition PREFERENCE TRIAL 10% OCCASIONAL BUYER 8% REGULAR 1% AMBASSADORS Retention 7% CHURN
  • 11. MARKETING & SALES FUNNELS 93% AWARENESS 87% UNDERSTANDING CONSIDERATION 63% Acquisition PREFERENCE TRIAL 10% OCCASIONAL BUYER 8% REGULAR 1% AMBASSADORS Retention 7% vrijdag 25 oktober 13 CHURN Different Measures Used Reach Frequency Exposures Gross Rating Points - GRPs Cost/GRP Share of Voice Relative attendance percentage Sampling population percentage Cost/sample Direct marketing response ratios Click-throughs Preference ratios Share of promotions Percent of visits Number of visitors Number of page views Time spent per page Number of completed transactions Occasional-user ratio Share of requirements Redemption percentage Deal-closing rates Relative attendance percentage Cost/attendee Brand opinions PR share of voice Share of buyers Occasional-user ratio Usual-buyer ratio Cost/incremental unit Incremental promoted volume Loyalty ratios Churn ratios Retention ratios
  • 12. MARKETING & SALES FUNNELS Marketing Actions Brand Strength Discovery 93% AWARENESS 87% Interruption UNDERSTANDING CONSIDERATION 63% Acquisition PREFERENCE Expert Engagement OCCASIONAL BUYER 8% Reviews Word of Mouth TRIAL 10% Introduction Sentiment Validation Post-purchase research REGULAR Advocate 1% AMBASSADORS Sentiment Commitment Retention 7% CHURN Experimentation Interruption Reconsidarationt vrijdag 25 oktober 13
  • 13. influence timeline Involvement of decision maker(s) HIGH decide what to do The Authority The Analyst The Journalist The Personal Brand LOW vrijdag 25 oktober 13 decide to do something The Connector The Insider The Expert The Agitator The Activist The Celebrity Timescale for decision-making process
  • 14. risk of non investing negative perception of your brand not reacting to online complaints absent in discussions about your brand negative content that stays online forever misunderstanding customer expectations generation disconnect vrijdag 25 oktober 13
  • 15. step 1.claim your accounts vrijdag 25 oktober 13
  • 16. claim accounts & venues check & register available domain names social accounts , tip: www.knowem.com claim & optimise all your venues on: google places foursquare facebook vrijdag 25 oktober 13
  • 17. step 2. set up Social media monitoring vrijdag 25 oktober 13
  • 18. monitoring tools free search: google, technorati, topsy, twitter free alerts: google alerts, topsy paying monitoring software: engagor, Radion6, Brandwatch, topsy pro, social star, ... analytics: google analytics, sprout social, social bakers, ... ifttt vrijdag 25 oktober 13
  • 19. measure influence on facebook vrijdag 25 oktober 13
  • 20. ZEB: comparison Facebook engagement vrijdag 25 oktober 13
  • 21. cafe costume: comparison Facebook engagement vrijdag 25 oktober 13
  • 22. pronails: comparison Facebook engagement vrijdag 25 oktober 13
  • 23. Acerta: comparison Facebook engagement vrijdag 25 oktober 13
  • 24. step 3:content marketing vrijdag 25 oktober 13
  • 25. CONTENT MARKETING APPROACH vrijdag 25 oktober 13
  • 26. content marketing matrix vrijdag 25 oktober 13
  • 27. what content source has more influence? vrijdag 25 oktober 13
  • 28. stimulate user generated content with hashtag contests vrijdag 25 oktober 13
  • 29. promote your hashtags on POS vrijdag 25 oktober 13
  • 30. share fan stories with your community vrijdag 25 oktober 13
  • 31. reward clients that share original content vrijdag 25 oktober 13
  • 32. user generated content is an asset in other communications vrijdag 25 oktober 13
  • 33. promote online reviews vrijdag 25 oktober 13
  • 34. vrijdag 25 oktober 13
  • 35. why infographics? infographics: make press releases more interesting spread easily on social media make complex topics easy to understand helps you claim opinion leadership vrijdag 25 oktober 13
  • 36. case attentia vrijdag 25 oktober 13
  • 37. step 4:online pr campaigns vrijdag 25 oktober 13

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