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

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

3. Who On Earth Am I?

4. Or….

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

10. And a bit extra from me.... The opportunity to: LISTEN to your publics, in a way we could never have imagined IDENTIFY influencers/issues related to your brand, organisation and industry ENGAGE with multiple stakeholders in relevant and exciting ways MEASURE outputs, outtakes and outcomes of your engagements

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

12. Your PR Toolbox….. VNR Competitions Advertorials Stunts Surveys Interviews Press briefings Conferences Product launches Events Press trips Photography Radio interviews Audio features White papers Newsletters Brand publications Internal communications Stakeholder relations Stunts Guerrilla activity Brand ambassador activity Reputation Management Press releases Crisis Management Media relations Investor relations TV interviews

13. Has got even bigger….. VNR Competitions Advertorials Stunts Surveys Interviews Press briefings Conferences Product launches Events Press trips Photography Radio interviews Audio features White papers Newsletters Brand publications Internal communications Stakeholder relations Stunts Guerrilla activity Brand ambassador activity Reputation Management Press releases Crisis Management Media relations Investor relations Online media centres Online media relations TV interviews Online monitoring Stakeholder mapping Social media releases Search Engine Optimised Releases Search Engine Optimised brand publications Podcasts/Vodcasts Social Search Social Tagging Social Networking Virtual World events Social Networking events Folksonomies Online surveys Blogger relations Corporate/Brand blogs Internal blogs WIKI’s Crowdsourcing Internet radio RSS feeds Widgets Social network APIs Webchats Webcasts Skypecasts Tagged photography Mashups Dark blogs Viral Press release distribution Forums/Boards/Comments Social Bookmarking Infographics Microblogs Online surveytorials Online Reputation Management P2P

18. Changing behaviours - media and consumers

19. Fragmented media landscape

20. From industrial media…

21. To an age of networks

23. Social Networks e.g. Facebook, LinkedIn, MySpace, Bebo, Twitter, Jaiku Internet Service Providers and Portals AOL, MSN, Tiscali, Orange, Yahoo News sites and Wires e.g. Guardian Reuters, icWales, PA, PRNewswire Search Engines e.g. Ask, Google, Yahoo, MSN, Dogpile, Omgili, Technorati, Icerocket Virtual Worlds e.g World of Warcraft, Second Life, Habbo Hotel, Cyworld User Generated Content (UGC) Blogs, Video and Photo Sharing, Forums, Bulletin Boards, Newsgroups, Review and Rating sites, Wikis, Social Tagging sites, Hate sites, Q&A Online Media e.g. Magazine sites, Broadcast sites, Internet TV and radio, Trade publications Other Company sites, E-commerce, Aggregators, Affiliates, IM WAP, P2P The many sub-groups of the Internet

24. Ever changing jargon…… Twitter Microblogging Widgets RSS UGC Blogrolls Podcasts SEO PR Moblogs Skypecast Poke Dark Sites Social tagging P2P Authority ranking Citation analysis IM Mashups

27. The User Generated Content pyramid Source : Yahoo Feb 2006 1% Creators – initiate conversation 10% Synthesisers – respond/filter 89% Consumers – read/recommend and use other WOM channels

35. Beyond the obvious news sites….. Videojug.com – 2.3 million Tiscali.co.uk – 6.7 million Sky.com – 19.9 million Thefirstpost.co.uk – 1.34 million Source: abce.org.uk

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

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

39. No online monitoring/engagement

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

44. Getting it right…

47. Long tail PR thinking Reachingmillions Reaching Billions Source: Immediate Future, June 2006 Traditional Media Online Media Nationals Trades Media websites Niche sites Citizen sites Blogs Head Tail Reach

49. Online PR working towards a strategy

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

55. Online PR tools and tactics - Mapping Step 1 - ID primary keywords Organisation, brands, spokespeople, initiatives, affiliate organisations, known brand detractors, ‘competitors’ How? Brainstorm internally and use clients’ internal departmental data and external agency data Keyword tools Google - https://adwords.google.com/select/ KeywordToolExternal http://freekeywords.wordtracker.com/ Subscription - Wordtracker.com, keyworddiscovery.com, nichebot.com Web analytics Your analytics should show your referring key-words and phrases Analyse web log files PPC Campaigns Online research tools Hitwise, Comscore and NNR

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

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

59. Online PR tools and tactics – Mapping Source: Onalytica

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

61. Online PR tools and tactics – Mapping Source: Michelle Goodall

68. Online PR tools and tactics – Mapping Fancy creating your own? Or use existing Pipe http://pipes.yahoo.com/pipes/search?q=online+reputation&x=0&y=0

76. Online media and investor centres

84. Online PR tools and tactics – Promotional Press release distribution

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

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

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

93. Conversationalists and Social Currency

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

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

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

101. Blog relations Toshiba project: 1000heads

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

105. SEO and improved sentiment ratings Source: Onalytica

106. Group chat tools – webcasts and webchats

109. Social networks High level involvement Build your own – e.g Authorsplace, Lolasland, Gurgle, Sagazone Create Facebook ‘Pages’ or Bebo, MySpace profiles, e.g.Terry Pratchett

111. Crowdsourcing

113. Forums, newsgroups, bulletin boards, comments on media articles

115. Online PR tools and tactics – Promotional Social bookmarking

117. Social news

132. Online PR tools and tactics – Promotional Infographics

134. Exercise Using the monitoring/promotional tools that we have reviewed split into 2 groups – Agree between you a PR brief and develop an Online PR promotional campaign Consider evaluation and measurements and issues management .

136. May 2008 - © Michelle Goodall

148. 5 days later “ We are writing to you in response to the Barry Scott posting on 30th September 2005. We’re all aware that Barry Scott, the advertising character is a marketing creation and we have been responsible for raising his awareness. The posting on 30th September was unplanned and an error of judgement and we unequivocally apologise for this. We recognise that it was inappropriate in context. The Barry Scott character has appeared in a number of spoof websites and weblogs, created by people unconnected to the Reckitt Benckiser brand. The weblog posting on your site was not endorsed by Reckitt Benckiser or any of the advertising agencies that are mentioned and was a one off error from which lessons have been learnt. We are sorry for any offence it has unwittingly caused. We would like to have an opportunity to apologise personally, if you would like to speak to us please do let us know the best way to reach you. Yours sincerely, The Cillit Bang team”

149. Situation diffused “ The e-mail contains what appears to be a fairly honourable and sincere apology for the whole Barry Scott comments-as-marketing fiasco that I wrote about on Friday. “ And although I still have significant reservations about the idea of fictional marketing characters leaving messages and commenting on other people's sites, I've decided to take them at their word, accept the apology and leave it at that.”

152. Q&As

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