Online Public Relations July 15, 2008 Trainer – Ged Carroll May 2008 - © e-Consultancy

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

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

Who On Earth Am I?

Or….

Introductions Who you are What do want to take away from our session

Introductions

Who you are

What do want to take away from our session

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

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

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

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

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

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

What is Online Public Relations? “ Communicating over the web and using new technology to effectively communicate with stakeholders” Source: CIPR website 2007

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

There are 3 categories of Online PR Monitor/ Map/ Research Defensive Promotional Transparency Honesty Process Rapid response Flexibility Integration Underpinned by

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

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

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

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

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

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

… ..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

… ..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

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?

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?

Changing behaviours - media and consumers

Fragmented media landscape

From industrial media…

To an age of networks

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

37.2 million UK internet users

61% population

54.6% of UK households have broadband

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

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

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’

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’

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

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***

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

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

Networked individuals and ‘publics’

Co-dependent

Not linked by geography but opinions

Diverse backgrounds

Sharing/collaborating

Sourcing and linking

‘ echo chamber’ for traditional media

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

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

Media 2.0 ‘ Blogified Media’ – FT, Guardian, Times, Telegraph, BBC, Sun etc Social news tags Comments sections below stories and features

‘ Blogified Media’ – FT, Guardian, Times, Telegraph, BBC, Sun etc

Social news tags

Comments sections below stories and features

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

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

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

Collaborative blogs journalists and readers, e.g. Guardian’s Comment is free

Developing own niche social networks, e.g. FT Executive Membership Forum

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)

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

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

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

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

Beyond the obvious news sites….. Wikipedia – 11.5 million (UK) MSN – 26.7 million (UK) Source: comScore Sept 2007

Lazy online PR engagement Tom Coates and the PRostitutes Chris Anderson blocks unsolicited PR “ SSPR please stop spamming Bloggers”

No online monitoring/engagement

Personal online engagement Not just your brand it’s your people

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

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

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

$10 million recall

$25 million

revenue loss

Retail channel and consumer relationships damaged

Difficult to see beyond the original bad news in Search Engines

Getting it right…

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

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

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

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

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

Online PR working towards a strategy

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

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

Reminder of 3 categories of online PR…… Monitor/ Map/ Research Defensive Promotional Transparency Honesty Process Rapid response Flexibility Integration Underpinned by

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?

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?

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

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

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

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

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

Online PR tools and tactics – Mapping 2 mins to brainstorm some of your own keywords and phrases

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

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

Online PR tools and tactics – Mapping Source: Networksense Mapping - icrossing

Online PR tools and tactics – Mapping Source: Onalytica

Online PR tools and tactics – Mapping Source: Magpie - Brandwatch

Online PR tools and tactics – Mapping Source: Michelle Goodall

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What metrics will you use?

Map and share

learnings

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

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

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…....

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…....

Online media and investor centres

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

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

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

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’

SEO press releases/media materials

SEO press releases/media materials

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

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

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

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

Online PR tools and tactics – Promotional Online media relations

Online PR tools and tactics – Promotional

Online media relations

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

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

Online PR tools and tactics – Promotional Press release distribution

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

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

Online PR tools and tactics – Promotional Blogs – best practice blogging in the UK Corporate/Brand blogs Source: Nixon McInnes http://living.morethan.com/

Online PR tools and tactics – Promotional Blogs – but don’t do this.... Clear objectives? “ Will submit as often as I can”

Online PR tools and tactics – Promotional Search engines love blogs!

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

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

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

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

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

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

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

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

Conversationalists and Social Currency

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

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

Identifying your social currency and social objects

Identifying your social currency and social objects

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)

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)

Social currency/objects - The Blue Monster Blog: http://www.gapingvoid.com/Moveable_Type/archives/003388.html

Social currency/objects - The Blue Monster 1,252 friends of the Blue Monster

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

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

It’s not just about blogging... http://www.cableforum.co.uk/board

Blog relations Toshiba project: 1000heads

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

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

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

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

UK blogs only? Blog relations One vacuum cleaner = 2,363 comments, over 1,000 backlinks to blog and Dyson

SEO and improved sentiment ratings Source: Onalytica

Group chat tools – webcasts and webchats

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

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

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

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

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

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’

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’

Crowdsourcing

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

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

Forums, newsgroups, bulletin boards, comments on media articles

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…

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…

Online PR tools and tactics – Promotional Social bookmarking

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

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

Social news

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/

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/

Online PR tools and tactics – Promotional Podcasts, video and online VNR

Online PR tools and tactics – Promotional

Podcasts, video and online VNR

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?

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?

Online PR tools and tactics – Promotional WIKIs

Online PR tools and tactics – Promotional

WIKIs

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

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

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

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

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

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

Online PR tools and tactics – Promotional Virtual world and online events

Online PR tools and tactics – Promotional

Virtual world and online events

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

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

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

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

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

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

Online PR tools and tactics – Promotional Competitions

Online PR tools and tactics – Promotional

Competitions

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

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

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

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

Online PR tools and tactics – Promotional Infographics

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

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

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 .

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

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

May 2008 - © Michelle Goodall

Managing your reputation online Teams and collateral Consider who implementation team/agency should be Crisis management plans Create guides and protocols

Teams and collateral

Consider who implementation team/agency should be

Crisis management plans

Create guides and protocols

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

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

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?

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?

Typical reputation management roles Contextual strike teams Information holders Defenders Conversationalists Expert commentators ‘ Technical’ specialists Campaign based teams Legal specialists

Typical reputation management roles

Contextual strike teams

Information holders

Defenders

Conversationalists

Expert commentators

‘ Technical’ specialists

Campaign based teams

Legal specialists

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

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

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

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

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

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.”.

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

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

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

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

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

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

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”

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.”

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

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

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

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

Q&As

Thank you July 2008 Trainer – Ged Carroll 07714123625 May 2008 - © Michelle Goodall