BizDay - Bucharest, Romania

BizDay - Bucharest, Romania - Presentation Transcript

WEB2.0 & PR

THE OLD WORLD Then something happened…

1980 - Tim Berners-Lee invented a way to link database pages using hypertext

1989 - Berners-Lee wrote a proposal for ‘a large hypertext database with type links’

1990 – Berners-Lee built the first web browser and web page

THE OLD MEDIA WORLD FAST FORWARD 17 YEARS

THE NEW WORLD

Some stats

World broadband penetration = 291.5 million (as of Q4 2006)

MySpace has 200 million members

Facebook has 60 million members

Technorati tracking over 100 million blogs

100 million videos watched every day on YouTube

8.29 million Wikipedia articles written in 253 languages

2.2 billion mobile phones in the world

THE NEW WORLD

SHARE OF WORLD BROADBAND Source: Point Topic

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 editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control. “ ” Rupert Murdoch, Wired Magazine, July 2006

Source: Edelman

TRUST

THE DIGITAL NATIVES

DIGITAL NATIVES/IMMIGRANTS LAGGARDS LATE MAJORITY EARLY MAJORITY EARLY ADOPTERS INNOVATORS IMMIGRANTS NATIVES

SECOND CHANCE TREES PROJECT

SECOND CHANCE TREES PROJECT APPROACH

Became active Second Life residents in early 2006

- Five residents

Actively understood the norms and ethos of the community

- Reviewed most popular venues, talked with a wide range of avatars

Established relationships with influential early residents/community members

- Identified influentials through word of mouth

Identified a theme that resonated with the community

Visitors can choose between 10 different realistic “sims” of endangered trees and purchase using “Linden” currency. Visitors can then plant the tree within designated Second Life environs. SECOND CHANCE TREES PROJECT

13,700 results for “second chance trees” search

Over 8,000 views to date

Ranked ahead of official American Express Members project commercial in Google

Comment: “What a beautiful idea, and how wonderful to see all available medias being used for this important issue”

O2 COCOON BLOGGER OUTREACH

Web Mapping identifies the key influential UK blogging voices

In the areas of

Style & design

Music

Technology

Thought leadership

Relationships built with key influential Bloggers - all individually approached Phones sent out SIM activation Management of O2 Cocoon blog Bloggers feed back Content creation Regular email contact Answering blogger questions On-going daily monitoring Daily web maps Qualitative analysis Quant evaluation Identify Engage Seed In Field Evaluate

Success Metrics

Engagement – depth of engagement with UK influential bloggers

Digital conversations – dialogue generated

Brand Perceptions – shift in perceptions of O2

SUCCESS METRICS

If you Google the term “O2 Cocoon” O2 Cocoon blog appears on the 1 st page Consumers who are researching O2 Cocoon have the opportunity to view and interact with the O2 Cocoon blog GOOGLE POWER

1 st listing when searching for O2 Cocoon Blog on page 1 of Google Seeded bloggers are listed on pages 1,2 and 3 High visibility for the O2 Cocoon blog

12 video posts 39,316 views Video reviews commercial and user generated Ministry of Sound TV and virals TV ad CGM VIDEOS

24 HOUR NEWS CYCLE

+ 1 second to press ‘publish’ + 2 seconds for a blog to refresh + 5 seconds to email, link or tag +15 seconds for readers to form an opinion and/or leave a comment +60 seconds for a blog search engine to crawl and index the blog post + 4 seconds for the blog post to plateau, amplify or disappear + 2 seconds for this cycle to repeat from the beginning + 1 second to realise the world is changing 90 SECOND NEWS CYCLE Source: Mike Manuel

“ By mid-day, my website stats showed tens of thousands of hits on the videos and I was moving gigabytes of data every hour. “ I received calls from an Associated Press reporter and a day later, the NY Times, Daily News, a variety of bicycle and security trade magazines, a number of local New York talk radio stations, and smaller publications from across the country were all asking me for interviews.”

+ =

“ I’m just a citizen, a consumer, a guy who has my own printing press – my weblog, Buzzmachine.com – and I get to use it however I want. In June, I used it to whine about the lemon of a computer Dell sold me and the customer service I didn’t get.” Jeff Jarvis, Guardian, August 2005

CORPORATE BLOGGING

Two way communication

Show expertise/thought leadership

To be seen as open and transparent

Announcements

Bypass the media (gatekeepers)

Crisis communications

USES

WHO SHOULD BLOG?

Those who have got nothing to say should NOT blog

Employees

- Different skills

Business owners

Management

Junior staff

Find someone internally who really ‘gets’ blogging

3 TYPES OF BLOGGERS

Thinkers

- Sharing thoughts. Creative thoughts that weren’t there before.

- Usually long posts

Linkers

- Act as filters. Send their readers away so they return for more.

- Usually short posts

Stinkers

- Don’t have an interest (because it’s fashionable)

- Don’t have much to say

“ Well, until the blog was brought in to support the other sites (a bit like a web gusset if you will), not one penny had been earned from our web presence. Since the blog, exactly a year ago, we’re talking between 35-40% of last year’s turnover. It really isn’t that difficult a thing to track.” Paul Woodhouse – Butler Sheetmetal Ltd

PR’S BLINDSPOT – THE WEB “ I get 900,000+ visitors a week to whatcar.com and 127,000 readers a month to the magazine. But people still think that the magazine is much more valuable to be in.” Steve Fowler, Group Editor, What Car “ A third of our traffic on Guardian Unlimited comes from stories more than a month old. ” Emily Bell, Editor, Guardian Unlimited Source: Antony Mayfield