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080715 Online Pr

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Presentation that I gave on behalf of e-consultancy on online PR

Presentation that I gave on behalf of e-consultancy on online PR

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  • 1. Online Public Relations July 15, 2008 Trainer – Ged Carroll May 2008 - © e-Consultancy
  • 2.
    • What we will cover today
    • Online PR – definition
    • Impact of Web 2.0 on PR – consumers, media and stakeholders
    • How to develop an online PR strategy:
      • Auditing and monitoring the online environment
      • Tools, tactics, targets and teams
      • Measurement
    • Detailed review of the Online PR toolbox
    • Online reputation management
  • 3. Who On Earth Am I?
  • 4. Or….
  • 5.
    • Introductions
    • Who you are
    • What do want to take away from our session
  • 6.
    • Online Public Relations – why the big fuss?
    • Broadcast PR? Will we call it online PR next year?
    • Specialists, web agencies sense a specialism
    • Importance of search marketing in marketing mix
    • Search and role it plays in online reputation
    • The rise and rise of social media and UGC
  • 7.
    • Online Public Relations – the reality
    • It doesn’t require a big step change
    • Just understanding of basic principles
    • Knowing who can support you internally and externally (sense check tools, select external technology providers, metrics etc)
    • ID’ing your/your clients’ comfort zones
    • Small steps to achieve your/their PR objectives
    • Selecting correct tools and techniques for the job
    • Testing, measuring and refining
  • 8.
    • Online Public Relations ownership
    • Currently falls between digital marketing, SEO and PR for most orgs, why?
    • Technology and jargon
    • But PROs who don’t get it and do it will suffer
    • PRO senior level skills v junior ‘digital natives’
    • Lack of resources, support and training from CIPR/PRCA etc
    • Other digital marketing disciplines filling online PR skills chasm
    • They u nderstand metrics and tools beyond online media coverage
    • Have ‘brand permission’ in the online space
  • 9. What is Online Public Relations? “ Communicating over the web and using new technology to effectively communicate with stakeholders” Source: CIPR website 2007
  • 10. And a bit extra from me.... The opportunity to: LISTEN to your publics, in a way we could never have imagined IDENTIFY influencers/issues related to your brand, organisation and industry ENGAGE with multiple stakeholders in relevant and exciting ways MEASURE outputs, outtakes and outcomes of your engagements
  • 11. There are 3 categories of Online PR Monitor/ Map/ Research Defensive Promotional Transparency Honesty Process Rapid response Flexibility Integration Underpinned by
  • 12. Your PR Toolbox….. VNR Competitions Advertorials Stunts Surveys Interviews Press briefings Conferences Product launches Events Press trips Photography Radio interviews Audio features White papers Newsletters Brand publications Internal communications Stakeholder relations Stunts Guerrilla activity Brand ambassador activity Reputation Management Press releases Crisis Management Media relations Investor relations TV interviews
  • 13. Has got even bigger….. VNR Competitions Advertorials Stunts Surveys Interviews Press briefings Conferences Product launches Events Press trips Photography Radio interviews Audio features White papers Newsletters Brand publications Internal communications Stakeholder relations Stunts Guerrilla activity Brand ambassador activity Reputation Management Press releases Crisis Management Media relations Investor relations Online media centres Online media relations TV interviews Online monitoring Stakeholder mapping Social media releases Search Engine Optimised Releases Search Engine Optimised brand publications Podcasts/Vodcasts Social Search Social Tagging Social Networking Virtual World events Social Networking events Folksonomies Online surveys Blogger relations Corporate/Brand blogs Internal blogs WIKI’s Crowdsourcing Internet radio RSS feeds Widgets Social network APIs Webchats Webcasts Skypecasts Tagged photography Mashups Dark blogs Viral Press release distribution Forums/Boards/Comments Social Bookmarking Infographics Microblogs Online surveytorials Online Reputation Management P2P
  • 14. It’s A World Of Change, Isn’t It?
    • Some things haven’t changed:
    • The tenets of strategy are the same as they have been for the past 3,000 years
    • Clients are still ultimately measured on the performance of their business
    • We still communicate with people ultimately in mind to be influenced
    • Channels and media may change but the need for good PR remains constant
    • Some things have changed
    • It has never been cheaper or easier to produce content
    • Clients can disintermediate the media and communicate directly with their audiences
    • Audiences can easily communicate with each other on a large scale
    • We have new media vehicles
    • The news cycle lasts longer – online news sources act like an echo chamber
    • We have analogues for all this things based on past experiences because ultimately its how people chose to use them that we need to most understand
  • 15.
    • A change in emphasis….
    • Traditional PR Online PR
    • Core contacts and networks Larger networks changing rapidly
    • Catch-all media materials Tailored materials
    • Structured Conversational
    • Media vehicles required Yes, but opportunity to DIY
    • Pagination restrictions No pagination
    • Key influencers= journalists, analysts etc Key influencers=???
    • ROI difficult to measure ROI easier to measure
  • 16.
    • … ..means PR models need to adapt
    • Problem Solution
    • Sheer volume of online info/noise Tools to help filter out what’s useful
    • Wider range of media New coverage/monitoring models
    • Influencers changing More effective audience/message auditing required
    • Speed messages spread through networks Adaptable crisis teams/procedures
    • Brand/corporate ‘attack’ ‘Early Warning’ systems and use of web 2.0 technology and tools
  • 17.
    • Fundamentals of Online PR
    • Understand how networked audiences work
    • Map online environment to gain intelligence before planning begins
    • Flexible and tailored communications
    • Integrate with other marketing disciplines and other PR channels
    • Be meaningful – messages with intent and purpose, not spin
    • Measure and learn
    • Agree organisational ownership and chain of command – Internal PR teams, digital , external agencies/specialists, combination?
  • 18. Changing behaviours - media and consumers
  • 19. Fragmented media landscape
  • 20. From industrial media…
  • 21. To an age of networks
  • 22. The media landscape - UK consumer media consumption Source: BMRB Internet Monitor Share of media time % of media time for all internet users Weekdays Saturdays Sundays Base: All Internet users aged 15+
    • 37.2 million UK internet users
    • 61% population
    • 54.6% of UK households have broadband
  • 23. Social Networks e.g. Facebook, LinkedIn, MySpace, Bebo, Twitter, Jaiku Internet Service Providers and Portals AOL, MSN, Tiscali, Orange, Yahoo News sites and Wires e.g. Guardian Reuters, icWales, PA, PRNewswire Search Engines e.g. Ask, Google, Yahoo, MSN, Dogpile, Omgili, Technorati, Icerocket Virtual Worlds e.g World of Warcraft, Second Life, Habbo Hotel, Cyworld User Generated Content (UGC) Blogs, Video and Photo Sharing, Forums, Bulletin Boards, Newsgroups, Review and Rating sites, Wikis, Social Tagging sites, Hate sites, Q&A Online Media e.g. Magazine sites, Broadcast sites, Internet TV and radio, Trade publications Other Company sites, E-commerce, Aggregators, Affiliates, IM WAP, P2P The many sub-groups of the Internet
  • 24. Ever changing jargon…… Twitter Microblogging Widgets RSS UGC Blogrolls Podcasts SEO PR Moblogs Skypecast Poke Dark Sites Social tagging P2P Authority ranking Citation analysis IM Mashups
  • 25.
    • Web 2.0
    • Catch-all term for the growth of a more democratic, networked web
    • Technology easy to use, free or low cost - barriers to entry low
    • Enables ANYONE to have a voice online
    • Users create content, tag, share and collaborate with others
    • It’s all about connections , linking with others and creating networks
    • Defined best by the web sites that are ‘web 2.0’
  • 26.
    • UK consumers - Social media and User Generated Content (UGC)
    • 47% of UK web users belong to an online social network*
    • 15.3 million Britons visited at least one social network in Aug 2007 **
    • 71% of 18-24s in social networks, 52% belong to more than one*
    • 1 in 5 of the UK’s 16-24 year olds have their own blog**
    • 86% of 16-19 year olds in social networks***
    10 million unique visitors in the UK** 7 million unique users in the UK 63% of Facebook users also have a MySpace page** YouTube delivers more than 100 million video views every day with 65,000 new videos uploaded daily 11 million unique users in the UK** Sources: * YouGov Mar 2007 ** Comscore Nov 07 *** Key Note Jan 08
  • 27. The User Generated Content pyramid Source : Yahoo Feb 2006 1% Creators – initiate conversation 10% Synthesisers – respond/filter 89% Consumers – read/recommend and use other WOM channels
  • 28.
    • Networked individuals and ‘publics’
    • Co-dependent
    • Not linked by geography but opinions
    • Diverse backgrounds
    • Sharing/collaborating
    • Sourcing and linking
    • ‘ echo chamber’ for traditional media
    YouTube MySpace Facebook Wikipedia LinkedIn Second life Chinwag VBMA Gumtree E-consultancy Flickr My Blog Amazon Ciao Mumsnet Badmothersclub Social Media Club
  • 29. Media 2.0
    • Changing timing – daily, weekly, monthly? More like hourly...
    • Declining national newspaper consumption matched by increase in online national news consumption – 15-44 year olds 45% read online news daily V 38% reading national newspapers – source: Spectrum Consulting Feb 2007
    • Declining TV news consumption down 59% since 1973
    • Telegraph: online page impressions affect print front page decisions
    • Digital channel integration - C4’s ‘Skins’ website, IPTV, Mobile, MySpace, UGC
  • 30. Media 2.0
    • ‘ Blogified Media’ – FT, Guardian, Times, Telegraph, BBC, Sun etc
    • Social news tags
    • Comments sections below stories and features
  • 31. Media 2.0
    • Rich media content – video and audio
    • UGC commercial relationship with readers, e.g. Metro MeView and Scoopt.com
    • Non-commercial UGC – e.g. BBC Your News, Your Pictures
  • 32. Media 2.0
    • Collaborative blogs journalists and readers, e.g. Guardian’s Comment is free
    • Developing own niche social networks, e.g. FT Executive Membership Forum
  • 33.
    • Journalists 2.0
    • 98% of journalists go online daily
    • 92% for article research
    • 76% to find new sources, experts
    • 73% to find press releases
    • 51% use blogs regularly
    • 33% to uncover breaking news or scandal
    • Often use search before online press office or call
    • Write headlines and articles optimised for search
    • Create podcast materials, star in online TV e.g. TelegraphTV, The Argus
    • Look to UGC for viewpoints, opinions and interesting counter-spokespeople
    (Statistic source: Middleberg/Ross Survey of the Media in the Wire World)
  • 34.
    • News sites - reach
    • One in 24 UK internet visits went to a news and media site. BBC accounted for 15.45% of these visits Source: Hitwise May 2007
    • UK Guardian 19.7m unique users Source: ABCe Feb 2008
    • 17.9m for Daily Mail (2.3m for paper) Source: ABCe Feb 2008
    • 15m for Times Online Source: ABCe Feb 2008
    • 13.3m for The Sun (<3 million for paper) Source: ABCe Feb 2008
    • 12.4m for The Telegraph Source: ABCe Feb 2008
    • 6.25m for FT.com Source: ABCe Feb 2008
    • 160 branded quality news sites in UK alone
    • 50+ respected newswires
  • 35. Beyond the obvious news sites….. Videojug.com – 2.3 million Tiscali.co.uk – 6.7 million Sky.com – 19.9 million Thefirstpost.co.uk – 1.34 million Source: abce.org.uk
  • 36. Beyond the obvious news sites….. Wikipedia – 11.5 million (UK) MSN – 26.7 million (UK) Source: comScore Sept 2007
  • 37. Lazy online PR engagement Tom Coates and the PRostitutes Chris Anderson blocks unsolicited PR “ SSPR please stop spamming Bloggers”
  • 38.  
  • 39. No online monitoring/engagement
  • 40. Personal online engagement Not just your brand it’s your people
  • 41. Social media casualties – Kryptonite
    • 1992 – Watchdog reports ‘Kryptonite D-lock pickable using a Bic biro’ – sales remain stable and grow over time
    • 2004 – video posted on the web of this trick
    • 340,000 views within 1 week and 1.8 million blog readers
    • Kryptonite response to the video:
    • “ The current Kryptonite locks based on a tubular cylinder design continue to present an effective deterrent to theft. The world just got tougher and so did our locks.”
    • Only succeeded in creating a challenge to bloggers to prove them wrong
    • 350 news sites/programmes mention issue including NY Times and CNN
    • Video cited in a law suit
  • 42. Social media casualties – Kryptonite
    • $10 million recall
    • $25 million
    • revenue loss
    • Retail channel and consumer relationships damaged
    • Difficult to see beyond the original bad news in Search Engines
    Source: Fortune 2005
  • 43.
  • 44. Getting it right…
  • 45.
  • 46.
    • PRagmatism
    • Embrace and understand the environment
    • Understand the audience and how influence works online
    • Understand how traditional media is changing
    • Knowledge share – workgroups, trend spotters etc
    • Get over the ‘technology’ hurdle - use the tools personally to discover PR uses and how to make your job easier
    • It will take time
    • You may make mistakes on the way
  • 47. Long tail PR thinking Reachingmillions Reaching Billions Source: Immediate Future, June 2006 Traditional Media Online Media Nationals Trades Media websites Niche sites Citizen sites Blogs Head Tail Reach
  • 48.
    • Summary from this section
    • Online PR = planned and sustained effort to develop, establish and maintain two-way communication between an organisation and the publics using the internet and it’s tools
    • 3 Categories - Monitoring/research - Defensive - Promotional PR
    • More than media relations online – search=reputation management engines
    • Adapting to understand and meet larger, customer centric, networked audiences
    • Journalists, the media and our media consumption has changed forever
    • Complex relationship between UGC and traditional media
    • Traditional online news media represents only part of the online media landscape
    • Monitoring and engaging with wider online media will have positive effect
    • Crisis can develop rapidly online and start/develop through multiple online channels
    • Embrace the digital world – ‘technology’ is a PR enabler
  • 49. Online PR working towards a strategy
  • 50.
    • Planning
    • Monitor the online environment
    • Set up tools to research and
    • map web, UGC, search engines, social media, forums etc
    • ID key commentators and influencers and their
    • Connections
    • - How to report findings?
    • Evaluate
    • What metrics will you use?
    • Map and share
    • learnings
    • Plan how you will communicate
    • What are your objectives
    • How you will achieve coverage/ engagement - How to monitor it effectively
    • How to measure it effectively
    • What will success look like?
    • Ensure PR and Marketing plans/objectives dovetail
    • Review as a part of an integrated strategy
    • Tactics
    • and tools
    • Review best tools and tactics to suit your objectives
    • What is your social currency?
    • Who are your conversationalists?
    • Integrate with marketing/PR plans
    • Teams and collateral
    • Consider who implementation team/agency should be
    • Crisis management plans
    • Create guides and protocols
  • 51. Reminder of 3 categories of online PR…… Monitor/ Map/ Research Defensive Promotional Transparency Honesty Process Rapid response Flexibility Integration Underpinned by
  • 52. Online PR tools and tactics - Monitoring “ By listening, marketing will re-learn how to talk” Cluetrain Manifesto
    • Monitor the online environment
    • Set up tools to research and
    • map web, UGC, search engines, social media, forums etc
    • ID key commentators and influencers and their
    • Connections
    • - How to report findings?
    • Monitor the online environment
    • Set up tools to research and
    • map web, UGC, search engines, social media, forums etc
    • ID key commentators and influencers and their
    • Connections
    • - How to report findings?
  • 53.
    • Online PR tools and tactics - Mapping
    • Why?
    • ID core stakeholders and influencers outside of traditional media/contact lists
    • ID where conversations happening and WOM networks of influence on the web and offline
    • ID existing/emerging conversations and trends relevant to your organisation, brand, industry, key staff etc
    • ID which traditional media online rank highly in SEO terms
    • Market research, message auditing, pre-crisis and strategic planning, leaks
    • To help plan proactive PR and social media strategy
    • Traditional PR databases/tools (e.g. Mediadisk, Editors, Vocus) fall short
    • Beyond journalists - ‘Normal’ people can be influencers
    • ‘ Reputation Insurance’ – Masterfoods
    • Mapping techniques can be used for finding and tracking proactive coverage
  • 54.
    • Online PR tools and tactics - Mapping
    • How?
    • Reputation monitoring software suppliers, specialists and agencies
    • Free tools plus your own internal data (e.g. Web analytics)
    • No one solution best – until Google develops ‘Trends’
    • None fully automated – human analysis/filtering required – an evolving industry
    • Can be costly, so vital to plan:
    • What information is most useful
    • Presenting to strategy planners – visual models, Wikis, databases etc
    • How to share and maintain information across teams and external agencies
  • 55. Online PR tools and tactics - Mapping Step 1 - ID primary keywords Organisation, brands, spokespeople, initiatives, affiliate organisations, known brand detractors, ‘competitors’ How? Brainstorm internally and use clients’ internal departmental data and external agency data Keyword tools Google - https://adwords.google.com/select/ KeywordToolExternal http://freekeywords.wordtracker.com/ Subscription - Wordtracker.com, keyworddiscovery.com, nichebot.com Web analytics Your analytics should show your referring key-words and phrases Analyse web log files PPC Campaigns Online research tools Hitwise, Comscore and NNR
  • 56. Online PR tools and tactics – Mapping 2 mins to brainstorm some of your own keywords and phrases
  • 57.
    • Online PR tools and tactics – Mapping - run keywords through..
    • Search engines
    • Search engines – Google, Yahoo, MSN, Ask etc
    • Check inbound links to your sites via Google: Link:www.yourdomain.com
    • And Yahoo: Linkdomain:yourdomain.com
    • http://siteexplorer.search.yahoo.com
    • Make sense of what you find
    • SE organic and PPC results for each keyword
    • Google page rank
    • Review source and establish their link community and who they influence
    • Establish whether target for PR, link, partnership or monitoring
    • Issue cluster
    • Contact details
  • 58. Online PR tools and tactics – Mapping Source: Networksense Mapping - icrossing
  • 59. Online PR tools and tactics – Mapping Source: Onalytica
  • 60. Online PR tools and tactics – Mapping Source: Magpie - Brandwatch
  • 61. Online PR tools and tactics – Mapping Source: Michelle Goodall
  • 62.
    • Online PR tools and tactics – Mapping - run keywords through..
    • Blog search engines
    • Technorati
    • Blogpulse
    • Google blog search
    • www.bloginfluence.net – useful tool for simple influencer ranking
    • Make sense of what you find
    • Blogpulse profile - http://blogpulse.com/profile
    • Google page ranking
    • SE organic ranking against keywords
    • Who links to them or cites blog posts – especially traditional media
    • Technorati authority and ranking
    • RSS subscribers
    • Debate analysis – topics and brand/org share of voice
    • Sentiment analysis – positive, negative, neutral
    • Potential target for PR, link, partnership or monitoring target
    • Issues cluster
  • 63.
    • Online PR tools and tactics – Mapping - run keywords through..
    • Alerts
    • Set up Google alerts - http://www.google.com/alerts
    • Yahoo news alerts - http://help.yahoo.com/l/us/yahoo/alerts/
    • Make sense of what you find
    • Review and define source
    • See relevant section – blogs, social networks and forums, video and photo UGC etc
  • 64.
    • Online PR tools and tactics – Mapping - run keywords through..
    • Social networks and Forums
    • Many high ranking sites ID’d when keywords run through search engines but consider niche, local sites and verticals, e.g. Food – foodtube.net, localfoodweb.co.uk/forum.asp, www.seriouseats.com/
    • Use social network engines to find them – e.g.. http://findasocialnetwork.com
    • Ning.com – largest of DIY social networks for niche groups
    • Facebook, MySpace, LinkedIn, Bebo etc
    • Make sense of what you find
    • Review source and establish influencer ranking
    • Potential target for PR engagement or monitoring target
    • Who links to them or cites conversations – especially traditional media
    • Debate analysis – topics, brand/org share of voice
    • Sentiment analysis – positive, negative, neutral
    • Issues cluster
  • 65.
    • Online PR tools and tactics – Mapping - run keywords through..
    • Video and photo UGC
    • Complement high ranking sites ID’d when keywords run through search engines
    • Flickr.com, Zoomr.com
    • Youtube, Metacafe, Revver, MySpace video, Google videos, Yahoo videos
    • Odeo.com, podcastalley.com, http://audio.search.yahoo.com
    • Make sense of what you find
    • Review source and establish influencer ranking
    • Potential target for PR, link, partnership or monitoring target
    • Debate analysis – topics, brand/org share of voice
    • Sentiment analysis – positive, negative, neutral
    • Issue cluster
  • 66.
    • Online PR tools and tactics – Mapping - run keywords through..
    • Social tagging and bookmarking sites
    • de.licio.us.com, ma.gnolia.com, digg.com etc
    • Make sense of what you find
    • Review tagging individual and establish influencer ranking and network
    • Potential target for PR, network, partnership or monitoring target
    • Debate analysis – brand/org share of voice
    • Sentiment analysis – positive, negative, neutral
    • Issue cluster
  • 67.
    • Online PR tools and tactics – Mapping - run keywords through..
    • Microblogs - Twitter
    • If you have an account set up you can track for keywords
    • IM or phone updates – Track ‘keyword’
    • www.tweetscan.com, www.summize.com, http://twist.flaptor.com/
    • Make sense of what you find
    • Review source and establish influencer ranking and network
    • Potential target for PR, network, partnership or monitoring target
    • Debate analysis – brand/org share of voice
    • Sentiment analysis – positive, negative, neutral
    • Issue cluster
  • 68. Online PR tools and tactics – Mapping Fancy creating your own? Or use existing Pipe http://pipes.yahoo.com/pipes/search?q=online+reputation&x=0&y=0
  • 69.
    • Online PR tools and tactics – Mapping
    • A word about ‘influence’
    • You need time to analyse each source and to develop a methodology to determine ‘Popularity v Influence’
    • Popular stakeholders of an issue influence many. But those they influence may not themselves be influential, e.g.. Jamie Oliver – Kid obesity
    • Influential stakeholders impact those who matter, directly and/or indirectly
    • Reputation monitoring specialists provide much more than assumptions and simple measurements (e.g.S.E position, Technorati links etc) and provide correct weighting to individual voices
    Source: Onalytica
  • 70. Ranking influencers
    • Analytical
      • Search engine placement
      • Inbound links
      • Technorati ‘authority’
      • Comments
      • Visitors/impressions
      • Mainstream media coverage
    • Subjective
      • Influence network
      • Likely to be referenced and quoted
      • Who are they?
        • Staff
        • Investor
        • Analyst
        • Shareholder
        • Journalist
        • Competitor
        • Academic
        • Anonymous
        • Opinion Former
  • 71.
    • Online PR tools and tactics – Mapping
    • Some reputation management specialists and software providers to consider talking to if you wish to outsource:
      • Onalytica
      • Market Sentinel
      • Attentio
      • Brandwatch
      • Radian 6
      • NeilsenBuzzmetrics
      • icrossing
  • 72.
    • Summary of this section
    • Mapping is not just about developing a larger media list
    • Helps ID online communities and sites that matter
    • Helps develop understanding of inter-relationship between you and customers, stakeholders, influencers, partners, influencers and opinion leaders
    • Aids crisis communications strategy
    • Helps with message auditing
    • To help plan proactive PR and social media strategy
    • Use free tools or consider online reputation monitoring specialists
    • Choose method of presenting influencer ranking data
    • Use useful and meaningful information – data for data’s sake
    • Use mapping techniques to monitor proactive coverage
  • 73.
    • Tactics
    • and tools
    • Review best tools and tactics to suit your objectives
    • What is your social currency?
    • Who are your conversationalists?
    • Integrate with marketing/PR plans
    Online PR tools and tactics - Promotional
    • Plan how you will communicate
    • What are your objectives
    • How you will achieve coverage/ engagement - How to monitor it effectively
    • How to measure it effectively
    • What will success look like?
    • Ensure PR and Marketing plans/objectives dovetail
    • Review as a part of an integrated strategy
    • Teams and collateral
    • Consider who implementation team/agency should be
    • Crisis management plans
    • Create guides and protocols
    Evaluate
    • What metrics will you use?
    • Map and share
    • learnings
  • 74.
    • Overview Measurements and evaluation
    • Clear objectives – what do you wish to measure and what will be useful
    • Evolving web analytics area, especially buzz and sentiment analysis
    • Some examples of tangible online PR measurements:
      • OTS, page impressions, unique users etc – online media or blog coverage
      • Article comments, blog citations, diggs, Tweets, links from social networks or number of other social tags
      • Referral URL visits to etail/campaign site from OPR– then track OPR impact on sales
      • Campaign microsite visits, page impressions, visit times etc – effect of offline PR too!
      • Podcast downloads, video views, webchat partcipants, social network friends/contacts
      • Conversation tracking – sentiment analysis
      • Organic SE positioning – in-links, positioning against campaign keywords etc
    • Speak to your/your clients web analytics team to see what can be measured
    • Only track useful metrics - test and learn
  • 75.
    • Online PR tools and tactics – Promotional
    • You may already be using some of these tools - use your PR skills to amplify effectiveness
    • Much more than just building online press offices and online media relations…....
  • 76. Online media and investor centres
  • 77.
    • Online media and investor centres
    • Essential part of online communications and great for SEO
    • Plan to develop an online media centre? Establish PR objectives with developers
    • Argument for transparent information for consumers and journalists – no log-in
    • Essentials:
      • Accessible and easy to navigate
      • Search function for images, text and video – ability to tag all media content when adding for Universal Search
      • Searchable archives
      • RSS
      • Social bookmarking
      • Search Engine Optimised releases and media content
    • Social media releases
    • http://blogit.webitpr.com/?ReleaseID=6499
    • http://www.edelman.com/news/storycrafter/EdelmanNews.aspx?hid=171
  • 78.
    • Online media relations and press release distribution
    • Huge amount of effort for personal contact with national, regional, trade and media sites (as well as offline media!)
    • Use SEO media materials to maximise reach and visibility to ‘tail’
    Traditional Media Online Media Nationals Trades Media websites Niche sites Citizen sites Blogs Head Tail Reach
  • 79.
    • SEO press releases/media materials
  • 80.
    • SEO Press Releases/media materials
    • Writing and distributing media materials to achieve high SEO rankings for core search terms
    • ID primary keywords/phrases relevant to release content and add:
      • In the release headline
      • Once in the sub-header (if applicable)
      • In the first paragraph – n.b. keyword density in body text<10%
    • Also use in alt tag of associated images
    • At least once in the meta description tag
    • Once on the URL of the page
    • Embed links to optimised and relevant content pages on your website
    • Add release to online media centre, put on posting sites – does not replace ‘sell in’
    • Must be well written …read and judged by people not just search engine spiders!
    • Measure and track response and feedback into process
    • Old materials can be re-optimised
  • 81.
    • Online PR tools and tactics – Promotional
    • SEO PR keyword tools
    • Tools to help you consider optimised keywords and phrases for press materials
    • http:// inventory.overture.com/d/searchinventory/suggestion / - Overture – free
    • https://adwords.google.com/select/KeywordSandbox - Google - free
  • 82.
    • Online PR tools and tactics – Promotional
    • Online media relations
  • 83.
    • Online PR tools and tactics – Promotional
    • Online media relations
    • Most obvious element of online PR - rarely executed well
    • PROs ‘tick the online media box’ or use wires and posting sites
    • Perception online coverage less valuable
    • Reality - reach is huge!
    • Negative as well as positive coverage stays online for a long time - affects SEO
    • Measurable – e.g. unique users/view, referral clickthroughs, blog citations, SEO position, outcomes from traffic generated by referral URL
    • Get it right, measure it and watch client perceptions change rapidly
    • You will have ID’d key targets through monitoring process
    • Share learnings between teams
  • 84. Online PR tools and tactics – Promotional Press release distribution
  • 85.
    • Online PR tools and tactics – Promotional
    • Online media relations and press release distribution
    • Posting sites and wires
    • Pressbox – www.pressbox.co.uk - free
    • PRWeb – www.prweb.com -
    • PR Newswire – www.prnewswire.com
    • Internetwire – www.internetwire.com
    • Businesswire – www.businesswire.com
    • Sourcewire – www.sourcewire.com
    • Webit – www.webitpr.com
    • All provide different services and benefits and differ in costs – request trial
    • Shameless plug! e-consultancy – member press release distribution service can be used if your release topic is about digital channels, online marketing etc
  • 86. Online PR tools and tactics – Promotional Blogs – best practice blogging in the UK Corporate/Brand blogs Source: Nixon McInnes http://living.morethan.com/
  • 87. Online PR tools and tactics – Promotional Blogs – but don’t do this.... Clear objectives? “ Will submit as often as I can”
  • 88. Online PR tools and tactics – Promotional Search engines love blogs!
  • 89. Online PR tools and tactics – Promotional Corporate/brand blogs Opportunities Threats
    • 2-way relationship with customers
    • De-comodifies corporate
    • Internal culture and external perception of openness and thought leadership
    • Independent brand endorsement and helps to ID brand ambassadors
    • Valuable product/service feedback
    • Complements SEO and online marketing (e.g. affiliate, eRM, ATL sponsorships)
    • ROIs - better connected/informed staff, stakeholder and public perception shifts
    • Defamatory material published
    • Copyright and trademark infringement risks
    • Share price can be affected - e.g. MSN
    • Risk of allegations of sexual, racial harassment from ‘jokes’
    • Risk of unwitting confidentiality breaches/formation of contracts
    • Sterile, over sanitised and delayed communications
    • Can’t commit to regular blogging
  • 90.
    • Online PR tools and tactics – Promotional
    • Corporate blog tips
    • 3 things that blog readers demand – compelling content, freshness and interactivity
    • Have a keyword strategy and optimise content whenever possible
    • Develop simple policy guidelines for staff and ‘conversationalists’
    • Get the tone right and expect it to develop over time
    • Post regularly
    • Designate editors
    • Be authentic and honest – your thoughts about ghosting?
    • Allow comments – it’s a blog!
    • Link liberally and engage with the blogosphere
  • 91.
    • Online PR tools and tactics – Promotional
    • Corporate/brand blog guidelines
    • Must view as part of a wider marketing strategy involving other disciplines and departments
    • Integrate with relevant parties - coherent strategy and objectives set by all
    • Opportunity to improve level of conversation not control
    • Marketing/PR not always best people to blog on corporate blogs
    • Monitoring activity establishes influential bloggers to link to/work with
    • Ensure rapid crisis response policy/team in place to handle negative feedback
    • Technology investment low – time investment high
    • Set expectations and guidelines for staff and publics
    • Agree evaluation metrics - Not a direct sales agent - ROI not viewed by CTR
  • 92.
    • Online PR tools and tactics – Promotional
    • It’s not just corporate/brand blogs
    • Personal/professional
    • Internal blogs
    • Cultural/political
    • Collaborative
    • Moblogs/Vlogs
    • Microblogs – e.g. Twitter
    • Podcast blogs
    • Commercial blogs
    • Media blogs
    • Social media blogs
    • Hate blogs
  • 93. Conversationalists and Social Currency
  • 94.
    • Identifying your conversationalists
    • Spokespeople? Celebs? Online PR demands conversationalists
    • Prepared for dialogue
    • Can come from many areas of the business, not just marketing/PR/comms
    • Might be fans or advocates or characters
  • 95.
    • Identifying your social currency and social objects
  • 96.
    • Identify your social currency or social objects
    • An essential element of a conversation from a brand perspective
    • Value that you can bring to conversations
    • Conversational devices
    • What do you have of genuine interest and value to others?
    • How can I be useful?
    • What are you prepared to put into public domain?
    • What are you happy to get feedback about?
    • Social objects can include
      • Theories
      • Genuinelyinnovative products or services
      • Industry research – future-gazing or genuine thought leadership
      • Data
      • CSR initiatives
      • Technology
      • Laws, political, cultural issues
      • Meaningful partnerships (orgs, brands, celebrity, charity)
  • 97. Social currency/objects - The Blue Monster Blog: http://www.gapingvoid.com/Moveable_Type/archives/003388.html
  • 98. Social currency/objects - The Blue Monster 1,252 friends of the Blue Monster
  • 99.
    • Levels of conversation and engagement
    • How far you can engage and what do you feel comfortable with?
    • Are your brands and conversationalists willing to engage in very public forums?
    • Is your organisations culture suitable?
    • Each social medium offers different engagement opportunities and community rules
    • Small steps, test, learn and share
  • 100. It’s not just about blogging... http://www.cableforum.co.uk/board
  • 101. Blog relations Toshiba project: 1000heads
  • 102.
    • Blog relations
    • You have conducted your online audit and ID’d key influential blogs
    • Read and listen – tonality, attitude to brands and orgs etc
    • Develop a conversation and participate
    • Declare your interest – false IDs, fake aliases and fake messages don’t work!
    • Soft sell
    • Supplement with promotional tactics
    • Use experts and enthusiasts
    • Provide creative and relevant ‘blog fodder’ or ‘social currency’ e.g. Love to lead
    • Don’t be afraid of losing some message control
    • Use monitoring tools to track - where relevant respond with hard information
  • 103.
    • Pitching to bloggers
    • Many non-commercial and passionate about their subject
    • Do your homework about them and ID who their main influencers are
    • Most will reference and echo traditional media sources or A-list bloggers
    • They have an ego and realise the commercial value of relationship with you
    • Call/email – don’t just send release/link or spam comment their blog
    • Show you have read their blog - praise without being too sycophantic
    • Explain why idea/person ties into current news item or trend
    • Explain why topic of interest
    • Ensure that any commercial relationship with them is transparent
    • Quality blogs not quantity
  • 104. UK blogs only? Blog relations One vacuum cleaner = 2,363 comments, over 1,000 backlinks to blog and Dyson
  • 105. SEO and improved sentiment ratings Source: Onalytica
  • 106. Group chat tools – webcasts and webchats
  • 107.
    • Group chat tools – webcasts and webchats
    • Maximise editorial value and create ‘noise’:
      • Pre chat blogger relations
      • Pre chat competitions
      • Prize for best pre-chat question submitted
      • Limit numbers in chat
      • Post chat transcripts on hosting sites and campaign site for SEO and content
      • Signed merchandise competitions/meet the author on the day etc
  • 108.
    • Social networks
    • We’ve come a long way since Friends Reunited launched in 1999
    • 200+ sites focused on building and verifying networks of people (MySpace, Facebook, Bebo, Profileheaven, last.fm, Linkedin, Twitter, Flickr etc)
    • Rapid evolution - popular/unpopular networks change on regular basis
    • An evolution of forums, users:
      • Create a profile
      • Seek and invite others to join their network and seek other networks to join
      • Develop and distribute content (text, photos, video, music, blog comment etc), tag and share, blog and comment
      • Share their creativity with the world and play a role in the creativity of others
    • 50% of all UK brands have plans to use social media proactively for PR in 2008
    • Full PR engagement required – conversations/dialogues – brand reputation and crisis and issues management
  • 109. Social networks High level involvement Build your own – e.g Authorsplace, Lolasland, Gurgle, Sagazone Create Facebook ‘Pages’ or Bebo, MySpace profiles, e.g.Terry Pratchett
  • 110.
    • Social networks - tips
    • Similar to blogs, ‘friends’ demand useful content, interactivity and kudos
    • Time intensive - develop editorial team and simple policy guidelines for staff and ‘conversationalists’
    • Each network has different tools and audience – What works for Bebo-ers might not for Facebook-ers
    • Provide regular challenges
    • Rank and reward creativity and talent
    • Amplify content the network creates
    • Set project timelines and communicate this to ‘fans’
  • 111. Crowdsourcing
  • 112.
    • Crowdsourcing
    • Open call to ‘public’ to solve a problem and collaborate to help achieve a goal
    • Final solution is usually agreed by the participating crowd
    • Rewards to crowd might be financial but often kudos or intellectual satisfaction
    • Coversourcing not a purists version of Crowdsourcing – see Crowdspirit.com
    • Many potential applications for PR
    • Time intensive, lack of message control, multi-territory legal and IP restrictions are issues
    • Can leverage offline media coverage and cultivate influential brand ambassadors
  • 113. Forums, newsgroups, bulletin boards, comments on media articles
  • 114.
    • Forums, newsgroups, bulletin boards etc
    • Depending on brand between 40% - 85% of UK user comment on forums, bulletin boards etc
    • But, a definite shift towards blogs and other forms of social media
    • Monitor environment, identify and learn from comments
    • Same rules as blog relations
    • Do not recommend a ‘covert’ approach or seeding comments
    • But, opportunity to respond to negative comments and improve level of conversation
    • In majority of cases, forums self-regulate but occasionally you may need to post…
  • 115. Online PR tools and tactics – Promotional Social bookmarking
  • 116.
    • Social bookmarking
    • Bookmark favourite sites, pages and content
    • Add metadata (tags) to make them searchable and retrievable
    • Make them public, private or viewable by a network that you choose – ‘social’
    • UK news media use disseminate articles and for SEO – e.g. Telegraph
    • Open to abuse by SEO spammers
    • Opportunities for PR:
      • Influencer mapping
      • Trends and zeitgeist research
      • Resources to support story/theme for journalists/bloggers
      • SEO
      • Good for collaborative bookmarking for project teams
      • Personal network building
      • Private network hosting links to your online coverage
      • Add to campaign sites, blogs, media centres etc
  • 117. Social news
  • 118.
    • Social news
    • Communities allowing users to submit articles, videos and images, e.g. Digg, Reddit, Mixx, Sphinn, Slashdot, Newsvine, Fark
    • Users determine visibility of articles based on combination of voting and editorial control
    • UK news media use to disseminate articles and for SEO
    • Open to abuse by SEO spammers – community will bite back!
    • Ensure that you understand how each site works and become a useful member before using it for your own PR
    • Opportunities for PR:
      • Influencer mapping
      • Trends and zeitgeist research
      • Resources to support story/theme for journalists/bloggers
      • SEO and increased exposure of positive coverage, new campaigns, podcast s etc
      • Personal network building
    • How to use Digg - http://www.e-consultancy.com/news-blog/364895/a-webmaster-s-guide-to-digg.html
    • Good overview - http://www.doshdosh.com/beginners-guide-to-social-news-sites/
  • 119.
    • Online PR tools and tactics – Promotional
    • Podcasts, video and online VNR
  • 120.
    • Online PR tools and tactics – Promotional
    • Podcasts, video and online VNR
    • Easy and cost effective to make and host compelling podcasts and video
    • News media like rich media to support a story and have embraced the ‘new VNRs’
    • Blogs and social network users happy to link to good, relevant content
    • Must be strategic about driving consumers to it and measuring impact
    • Mapping will have established host sites, influencers, blogs etc to contact
    • Opportunities for PR:
      • Create blog and social network fodder or content for debate/mashups/viral
      • Use celebrity broadcast time to create exclusive video and audio content
      • Audio/visual media releases – brings story to life
      • Enhance content in online media centre – remember to tag
      • Brand or campaign channels in Youtube, MySpace etc
      • UGC campaign sites – e.g. What would you like to change?
  • 121.
    • Online PR tools and tactics – Promotional
    • WIKIs
  • 122.
    • Online PR tools and tactics – Promotional
    • WIKIs
    • Web tool for collaborative writing (Wiki Wiki = Hawaiian for ‘fast’)
    • Enables group to edit content and track changes – discussions around content
    • Most popular uses:
      • Encyclopaedias, e.g. Wikipedia
      • Project communication/intranets and documentation
    • Opportunities for PR
      • Create or update organisation/brand/author/event entries – no spin!
      • Research and engage in collaboration process
      • Sponsor or create Wiki communities or provide resources for Wikipedia’s Literature Wikiproject
      • PR material writing/collaboration/approvals
      • Lobbying – e.g. Measurementcamp
    • Warning! “ Wikipedia does not exist to parrot corporate propaganda” prepare for anti-corporate discourse and editing
  • 123.
    • Online PR tools and tactics – Promotional
    • Viral
    • PR? “Creating entertaining or informative messages designed to be passed along in an exponential fashion, often electronically or by email” Word of Mouth Marketing Association
    • Video, games, quizzes, images, ‘donation’ emails, audio, APIs etc
    • Generates buzz, awareness and credibility
    • Can generate positive WOM
    • No pagination issues
    • Often simplest ideas are most successful
    • 3 elements:
      • Creating the viral material
      • Seeding – blogs, forums, email lists, brand opt-in data, ATL placement, networked viral sites, social media etc
      • Measurement
  • 124.
    • Online PR tools and tactics – Promotional
    • Viral
    • Many factors to consider:
      • Audience (demographics, psychographics, geography, available technology)
      • Tonality
      • Brand credibility – can you talk to an audience in this way
      • Viral motivators – humour, self interest, sex, topicality, extreme behaviour, charity
      • Simplicity – best are often the simplest ideas
    • Highly commercial channel – few getting it right
    • Social media creating own viral effect
    • A PR tool?
      • Cost effective
      • Never guaranteed
      • Message at the mercy of the recipient
      • Influence v impact
  • 125.
    • Online PR tools and tactics – Promotional
    • Virtual world and online events
  • 126.
    • Online PR tools and tactics – Promotional
    • Virtual world online events
    • 3D worlds offering glimpse of the future of the Internet
    • 60 Million people globally living as avatars in virtual worlds
    • UK most popular is Second life.com, There.com making ground
    • Successful brands understand the rules:
      • Take time to understand the environment and its users
      • Enhance the environment
      • Leave a positive legacy and give consumers a role to play
    • Window of opportunity for offline coverage - what you do and how you do it in the virtual world is much more important
    • Virtual worlds have their own media and journalists (e.g. Second Life Herald)
    • Opportunity to invite real and virtual media to participate in events- time investment training journalists, crisis mapping etc
  • 127.
    • Online PR tools and tactics – Promotional
    • Virtual world online events
    • Plan to ensure opportunities for coverage achieved pre, during and post-event:
      • SEO PR, Social media releases and blogger/media relations
      • MySpace or other social network supporting page
      • Webchat with ‘the talent’ and post webchat transcript
      • Post-event podcast and videos
      • Post event virtual focus groups, surveys
  • 128.
    • Online PR tools and tactics – Promotional
    • Events
    • Don’t just have to take place in Second life
    • Consider practical use of web 2.0 tools to support on and offline events, e.g.:
      • Blog relations and social networking WOM influencer campaigns to generate footfall to real world event (e.g. Sprite Urban Games)
      • Live blog from events (e.g. blogging4business)
      • Videos and podcasts before and after event to extend impact of programme (e.g. Sprite Urban Games)
      • Microblogging at events - Twitter, Jaiku etc
      • Tagged event photo galleries on Flickr
  • 129.
    • Online PR tools and tactics – Promotional
    • Competitions
  • 130.
    • Online PR tools and tactics – Promotional
    • Competitions
    • Branded coverage on third party sites in return for prize with a perceived value
    • Can be promotional (arranged by the site’s commercial staff) or editorial (arranged by editorial team)
    • Opportunity during monitoring phase to ask whether sites take editorial competitions and establish:
    • Minimum prize value
    • Length of competition
    • Length of copy and number of brand mentions
    • Live link offered to campaign or org. web sites
    • Product/brand/company photography and/or logo can be used
    • What measurement statistics will be provided
    • How prize fulfilment works
    • What prize terms and conditions required
  • 131.
    • Online PR tools and tactics – Promotional
    • Advertorials/Surveytorials
    • Commercial and editorial teams generally involved in set up
    • Advertorials work very well in an online environment, especially when links, full ROI measurement, opt-in user data, or agreed user reach required
    • Important to establish objectives at outset with site
    • Copy written and layout suggested by PR - will be amended to suit site ‘house style’ – a hybrid of commercial and editorial copy with agreed levels of brand control
    • Examples of advertorial content include:
      • Branded surveys/polls with incentive to link out from hosting site (e.g. http://uk.tickle.com/test/traveller/p1.html )
      • Editorial where a greater emphasis on message control required and subject matter very commercial, e.g. new brand variant launched
  • 132. Online PR tools and tactics – Promotional Infographics
  • 133.
    • Online PR tools and tactics – Promotional
    • Infographics
    • Interactive visual applications or web pages
    • Add visual support to a campaign, e.g. BBC’s British History Timeline
    • Powerful tools which can tell complex stories
    • Excellent ‘social objects’ and offline media materials
    • Can create viral effect with consumers
    • Ensure you publish URL in media materials and link to SEO and relevant pages on supporting web site
  • 134. Exercise Using the monitoring/promotional tools that we have reviewed split into 2 groups – Agree between you a PR brief and develop an Online PR promotional campaign Consider evaluation and measurements and issues management .
  • 135.
    • Summary from this session
    • Effective online PR planning critical – involvement of multi-disciplines, departments ensures objectives achieved and all opportunities identified
    • Promotional online PR - ownership an issue (reluctance/fear from some PRs!)
    • Many promotional PR tools – cross marketing disciplines but PR can enhance campaigns and help when things go wrong
    • Web 2.0 facilitating conversational marketing opportunities and providing exciting and engaging marketing tools
    • Identify conversationalists
    • Identify social objects and currency
    • Brands must fully understand environments and user behaviour in each channel – the pub analogy
  • 136. May 2008 - © Michelle Goodall
  • 137. Managing your reputation online
    • Teams and collateral
    • Consider who implementation team/agency should be
    • Crisis management plans
    • Create guides and protocols
  • 138.
  • 139. No single correct method of online reputation management
    • Each organisation and brand is different – culture, people, values etc
    • Each has different set of external stakeholders and influencers
    • Every issue has it’s own DNA
    • Every territory has it’s own legal structure
    • Purpose is to help you develop your own framework to ID issues, influencers and create your own approach
  • 140.
    • Identifying your conversationalists and reputation team
    • Why?
    • Reactive and proactive social media and online engagement
    • Crisis management
    • Internal and external stakeholders not just staff
    • Need to include agencies - Search, PR, DM etc
    • How?
    • Your reputation audit will have ID’d staff using UGC/social media and key external advocates, partners etc
    • Internal audit to ID your best conversationalists?
      • Are they marketing/communications/PR staff/agencies
      • Senior management
      • Do they come from other parts of the business, e.g.. field sales, customer service, web development etc?
  • 141.
    • Typical reputation management roles
    • Contextual strike teams
    • Information holders
    • Defenders
    • Conversationalists
    • Expert commentators
    • ‘ Technical’ specialists
    • Campaign based teams
    • Legal specialists
  • 142.
    • Have a Master reputation plan and draw the battle lines
    • What do you want to influence
    • When will you respond
    • How will you cultivate authenticity
    • What information is currency
    • How will you personalise conversations
    • When will you involve legal personnel
    • Draft procedures and protocols
  • 143.
    • Each team member should be sure of their role and responsibility
    • How they will receive information
    • How far they can engage
    • What information they can share
    • With whom
    • Through which media
    • Information timings – embargos
    • Exclusivity of information
    • Internal approvals process
    • Who they report to – chain of command and who is ultimately responsible and will support them if required
    • How quickly they are expected to react
    • What time and resource they need to provide
    • Period that they are expected to provide support for – 48 hours or ongoing?
    • What is in it for them
    • Acceptable tone
    • Measurements and success criteria
  • 144.
    • Strategies for managing unfavourable comments and opinions
    • Is it true?
    • If so, put criticism in context
      • Is it on influential site – assess and rank site
      • Who is the detractor – are they influential
      • Are others commenting
      • Is it affecting search ranking
    • Assess seriousness of attack – this is where you should get legal advice
    • Defamation - “A ny disparaging statement made by one person about another, which is communicated or published may well be a defamatory statement and can give rise to an action for either libel or slander in English law.”
    • S lander – “when a defamatory statement has been made orally without justification. If the statement was made in a permanent form, for example, recording words onto tape, it would not be slander but libel. Libellous statements are those that are recorded with some degree of permanence. This would include statements made by email or on on-line bulletin boards.”.
    Sourced quotes: www.out-law.com
  • 145.
    • Strategies for managing unfavourable comments and opinions
    • Different laws for US and other territories and legal action can be expensive,
    • Libel easier to prove and UK precedents exist - e.g. Schillings - BA forum
    • Consider message, conversationalist and channels that will be used
    • Review procedures/protocols and mobilise the team members
    • Accept some of the views, but don’t hide/overreact
    • Keep all email, phone and meeting records relating to issue
  • 146.
    • Strategies for managing unfavourable comments and opinions
    • Act quickly – the truth will out but ensure others don’t tell your story
    • Involve lawyers as safeguard –mentioning this can get instant results
    • Get the facts straight
    • Consider message, conversationalist and channels that will be used
    • Review procedures/protocols and mobilise the team members
    • Humour and self deprecation can help
    • Be candid and declare your interest
    • Be brief, to the point and transparent
    • Don’t be heavy-handed, emotional, impolite or incorrect
    • Consider using combination offline media and PPC, e.g. Google Adwords
    • Keep all email, phone and meeting records relating to issue
  • 147.
    • Cillit Bang manages the damage
    • Barry Scott (fictional marketing character for Cillit Bang) posts on blog – plasticbag.org
    • Comments on sensitive issue
    • Huge offence caused to blogger – he blogs about it
    • Spreads like wildfire
  • 148. 5 days later “ We are writing to you in response to the Barry Scott posting on 30th September 2005. We’re all aware that Barry Scott, the advertising character is a marketing creation and we have been responsible for raising his awareness. The posting on 30th September was unplanned and an error of judgement and we unequivocally apologise for this. We recognise that it was inappropriate in context. The Barry Scott character has appeared in a number of spoof websites and weblogs, created by people unconnected to the Reckitt Benckiser brand. The weblog posting on your site was not endorsed by Reckitt Benckiser or any of the advertising agencies that are mentioned and was a one off error from which lessons have been learnt. We are sorry for any offence it has unwittingly caused. We would like to have an opportunity to apologise personally, if you would like to speak to us please do let us know the best way to reach you. Yours sincerely, The Cillit Bang team”
  • 149. Situation diffused “ The e-mail contains what appears to be a fairly honourable and sincere apology for the whole Barry Scott comments-as-marketing fiasco that I wrote about on Friday. “ And although I still have significant reservations about the idea of fictional marketing characters leaving messages and commenting on other people's sites, I've decided to take them at their word, accept the apology and leave it at that.”
  • 150.
    • Summary of this section
    • Managing reputations central to your business success but you can’t work miracles if corporate issues exist that won’t or can’t be solved
    • Understand your weaknesses and strengths – internally and external audits
    • Plan for the worst
    • Assume everything will make its way onto the web
    • Create early warning systems using free tools or outsource to specialists
    • Create manageable framework to make sense of conversations out there relating to your brand, organisation, industry etc
    • Search engines will hold positive and negative comment for a long time
    • Create effective proactive brand communications through online PR tactics, optimised content, link and community building etc
    • ID your conversationalists and reputation team – define roles clearly
    • Draft procedures and guidelines for all staff and reputation teams
  • 151. Online Inspiration & Useful Links
    • The Cluetrain Manifesto
    • Wikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D Williams
    • Collected papers and essays by danahboyd
    • Notre Dame University: Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi
    • OECD whitepaper on user-generated content
    • Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School
    • Some suggested blogs and online sources to read sorted by subject area
    • How to read RSS feeds in Outlook: http://office.microsoft.com/en-us/outlook/HA011750001033.aspx
    • Pane-style readers: http://www.pageflakes.com http://www.netvibes.com/
    • Online readers: http://www.bloglines.com/ http://www.newsgator.com/
    • A regularly-updated RSS reader resource: http://blogspace.com/rss/readers
  • 152. Q&As
  • 153. Thank you July 2008 Trainer – Ged Carroll 07714123625 May 2008 - © Michelle Goodall