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090624 - Public sector training
 

090624 - Public sector training

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Presentation that I gave to a range of public sector employees

Presentation that I gave to a range of public sector employees

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  • 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
  • …..means PR models need to adaptProblem 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
  • We all know the changes that print outlets are going through and how digital media has changed the media landscape. Circulation is generally down; the news cycles have sped up so fast that we’re living, in essence, a deadline free environment, and that readers/viewers/users want more visual, richer and interactive content. The big boys (NYT, WSJ, etc) have changed the way they distribute content online, from just repurposing print stories to actively engaging with their users via narrated slide shows and video, podcasts, comment-enabled blogs and interactive graphics. These are all pitchable.
  • AnalyticalSearch engine placementInbound linksTechnorati ‘authority’CommentsVisitors/impressionsMainstream media coverageSubjectiveInfluence networkLikely to be referenced and quotedWho are they?StaffInvestorAnalystShareholderJournalistCompetitorAcademicAnonymousOpinion Former

090624 - Public sector training 090624 - Public sector training Presentation Transcript

  • HoW TO USE SOCIAL WEB IN YOUR PUBLIC RELATIONS & MARKETING
  • What we will cover today
    • Online – definition
    • Impact of Web 2.0 on PR – consumers, media and stakeholders
    • How to develop an online mar.coms strategy:
    Auditing and monitoring the online environment
    Tools, tactics, targets and teams
    Measurement
    • Detailed review of the Online mar.coms toolbox
    • Online reputation management
    • Bringing your issues to the table
    2
  • Who, what, why?
    A quick introduction, where you’re from and what you are looking to get out of today
    |13 January 2008
    |Trainer/s: AN Other, Job title and company
    |3
  • Who on earth am I?
  • Or as my girlfriend sees me…
    5
  • Online mar.coms– 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
    6
  • Online mar.coms ownership
    Currently falls between digital marketing, SEO, customer services and PR for most orgs
    • Technology and jargon
    • PR runs the risk of being defined by its channels
    • Lack of resources, support and training from traditional marketing bodies CIM/ CIPR/PRCA etc
    • Other digital marketing disciplines filling online skills chasm
    • Varies who has ‘brand permission’ in the online space
    7
  • There are 3 categories of Online Mar.coms
    Monitor/
    Map/Research
    Promotional
    Defensive
    Underpinned by
    Honesty
    Transparency
    Rapid response
    Process
    Integration
    Flexibility
    8
  • Papa’s got a brand new mar.coms bag
    Online surveytorials
    Search Engine Optimised Releases
    Advertorials
    Press release distribution
    Competitions
    Online media relations
    Surveys
    Tagged photography
    Press releases
    Online surveys
    Webcasts
    Social media releases
    TV interviews
    Media relations
    Skypecasts
    Online Reputation Management
    Radio interviews
    Webchats
    Mashups
    Internet radio
    Photography
    Podcasts/Vodcasts
    Virtual World events
    Microblogs
    Audio features
    Investor relations
    White papers
    Guerrilla activity
    Stunts
    RSS feeds
    Widgets
    Social network APIs
    Search Engine Optimised brand
    publications
    Folksonomies
    Newsletters
    Online monitoring
    VNR
    Brand publications
    WIKI’s
    Internal communications
    Interviews
    Corporate/Brand blogs
    Internal blogs
    Events
    Forums/Boards/Comments
    Stakeholder relations
    Brand ambassador activity
    Crisis Management
    Dark blogs
    Stunts
    Infographics
    Stakeholder mapping
    Conferences
    Press briefings
    Press trips
    Social Search
    Viral
    Product launches
    Social Tagging
    Social Networking
    Social Networking events
    Crowdsourcing
    Social Bookmarking
    9
    Online media centres
    Blogger relations
    Reputation Management
  • It’s A World Of Change, Isn’t It?
    • 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
    • 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
  • A change in emphasis….
    Traditional marketing efforts
    • Core contacts and networks
    • Well-defined channels
    • Generic communications materials
    • Structured
    • Media vehicles required
    • Key influencers= journalists, analysts etc
    • ROI difficult to measure
    Online mar.coms
    • Larger networks changing rapidly
    • Tailored materials
    • Conversational
    • Disintermediation
    • Key influencers: context dependent
    • ROI easier to measure
    |11
  • The golden rule
    “People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod
    |13 January 2008
    |Trainer/s: AN Other, Job title and company
    |12
  • Golden rule two
    UTILITY
  • Fundamentals of online
    • 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 marketers, external agencies/specialists, combination?
  • Changing behaviours
    |15
  • Fragmented media landscape
  • UK consumer media consumption
    Share of media time% of media time for all internet users
    Weekdays
    • 37.2 million UK internet users
    • 61% population
    • 54.6% of UK households have broadband
    Sundays
    Saturdays
    Source: BMRB Internet Monitor
    Base: All Internet users aged 15+
    17
  • Sub-groups on the net
  • 19
  • Top 10 social networks
    Source: comScore World Metrix, (Global Home, Work) June 2007
  • Social Media is growing fast
  • The User Generated Content pyramid
    1% Creators – initiate conversation
    10% Synthesisers – respond/filter
    89% Consumers – read/recommendand use other WOM channels
    22
  • FINANCIAL TIMES
    DAILY TELEGRAPH
    ECONOMIST
    LOADED
    GUARDIAN
    VOGUE
    BBC
    MEGASTAR
    BLOGGERS - SOCIAL NETWORKING USER GROUPS - FORUMS - WIKIS - PHOTOS CONSUMER-GENERATED CONTENT
  • Dissemination of information
  • Media 2.0
    Weekly and monthly publications are left behind:
    Wired is still a monthly magazine but also publishes a plethora of content every day
    Sections are user-generated such as Found: ‘Artifacts from the Future’
    Daily publications now publish several times a day through different media:
    The Times is one of the largest audio content providers in the UK media
    The news cycle lasts longer – online news sources act like an echo chamber:
    The most linked-to site by English speaking blogs is the New York Times online, the Guardian is close behind it
  • Future of news
    |26
  • From hard copy to multimedia news
    FROM
    TO
    • Most popular stories dictate tomorrow’s print headlines
    • 47 staff blogs
    • Telegraph TV – web TV channel
    • Podcasts
    • A4 size print your own paper Telegraphpm
    • Comments on every story
    • My Telegraph personal news portal, personal blog space and social network
    27
  • News - 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 29.8 m unique users Source: ABCe Jan 2009
    • 22.8 m for Daily Mail (2.3m for paper) Source: ABCe Jan 2009
    • 22.8 m for Times Online Source: ABCe Jan 2009
    • 21.9 m for The Sun (<3 million for paper) Source: ABCe Jan 2009
    • 25.9 m for The Telegraph Source: ABCe Jan 2009
    • 6.7m for Mirror.co.uk Source: ABCe Jan 2009
    • 10.2 m for The Independent Source: ABCe Jan 2009
    • 160 branded quality news sites in UK alone
    • 50+ respected newswires
  • Lazy online engagement
    Chris Anderson blocks unsolicited PR
    Tom Coates and the PRostitutes
    “SSPR please stop spamming
    Bloggers”
  • Virgin Atlantic case study
    Oli Beale, a copywriter with WCRS wrote to Virgin Atlantic about his experience on their flight.
    His letter was shared on the internet as one of the funniest complaints letters ever
  • Virgin Atlantic case study continued
    Virgin aftermath:
    912 references on Technorati
    Coverage in all the major national newspapers
    Front page on Yahoo! UK for two days
    Source: Technorati
  • In case you thought it was just business that got it wrong…
    • Different British police forces crackdowns on amateur photographers getting worldwide attention
    • Online blogs continue debate over Baby P debacle
    • Insider exposes like NHS Doctor provide an insightful critical look
    • Facebook group on local issues
    • Baby P Facebook groups
  • It doesn’t have to be this way
    |13 January 2008
    |Trainer/s: AN Other, Job title and company
    |34
  • 35
  • JetBlue case study
    Valentines Day 2007:
    130,000 customers trapped in bad weather conditions
    JetBlue fliers were trapped on the runway at JFK for hours, many ultimately delayed by days
    Only 17 of JetBlue&apos;s 156 scheduled departures left JFK
    What JetBlue did
    Communicated directly with its audiences
    Admitted that things had gone wrong
    Explained what had gone wrong
    Explained what they were going to do about it
  • PRagmatic approach required
    • 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
  • Reach
    Traditional Media
    Nationals
    Online Media
    Trades
    Niche sites
    Citizen sites
    Media websites
    Blogs
    Long tail PR thinking
    Reaching millions
    Reaching Billions
    Source: Immediate Future, June 2006
  • Working towards a strategy
    |13 January 2008
    |Trainer/s: AN Other, Job title and company
    |39
  • Strategic approach
    Implement
    Measure Impact, Learn & Identify Opportunity
    Plan (integrate online and offline thinking)
    Audience research
    Client business and brand analysis
    Business environment
    • Understand the client environment and marketplace
    • Recognize how the world of communications is changing
    • Understand how the audiences relate to the brand
    • Understand how they relate to each other and the world around them
    • How and where to reach them, what are the rules of the community?
    • Assess client’s business situation
    • Diagnose communications fitness
    • Design integrated Influence Plan that combines traditional and new channels
    • Incorporate broad objectives
    • Define your story
    • Apply your story to relevant outlets
    • Story development
    • Media relations
    • Analyst relations
    • Online influencers
    • Digital Storytelling
    • Social networking
    • Site design
    • Online promotions/ viral
    • Blogging/ podcasting
    • Virtual events
    • Mapping
    • Online / offline impact & cross-linking
    • Quantitative & qualitative reach
    • Campaign performance
    • Business impact
    • Web analytics
  • Monitoring
    |13 January 2008
    |Trainer/s: AN Other, Job title and company
    |41
  • 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
  • Mapping
    • Reputation monitoring software suppliers, specialists and agencies (over 150 specialist suppliers out there)
    • 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
  • Key words
    ID primary keywords - Organisation, brands, spokespeople, initiatives, affiliate organisations, known brand detractors, ‘competitors’
    • Brainstorm internally and use clients’ internal departmental data and external agency data
    • Keyword tools: Google Wordtracker
    • 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
  • Search engines
    Still thinking about key words:
    • Search engines – Google, Yahoo, Live, Ask etc
    • Check inbound links to your sites via Google: Link:www.yourdomain.com
    • And Yahoo: Linkdomain:yourdomain.com
    • Yahoo! Site Explorer
    • Make sense of what you find
    • Organic search 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
    • Search ranking against key words
  • 46
    Professional tools and services
    Source: Magpie - Brandwatch
    Source: Onalytica
    Source: Networksense Mapping - icrossing
    Source: WexView - Waggener Edstrom
  • 47
    Homebrew
    Source: Michelle Goodall
  • Social media measurement tools
    Blog search engines
    • Technorati
    • Blogpulse
    • Google blog search
    • Quarkbase
    • Addictomatic
    Make sense of what you find
    • Who links to them or cites blog posts – especially traditional media
    • 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
  • Alerts
    • Google alerts
    • Yahoo news alerts
    • Review and define source
    • See relevant section – blogs, social networks and forums, video and photo UGC etc
  • Social networks & forums
    Consider niche, local sites and verticals, e.g. Teaching – TeacherTube, UK Teachers Forums,
    • Use social network engines to find them
    • Facebook, MySpace, LinkedIn, Bebo, Ning etc
    Review source and establish influencer ranking
    • 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
  • UGC: video and photos
  • The curated web
  • Microblogging
    Microblogs - Twitter
    • If you have an account set up you can track for keywords
    • Twitter Search
    • Twilerts via email
    • #Hashtags
    Picture by foxypar4
  • Stitching it all together
  • Influence
    Popularity vs influence
    • Popular stakeholders of an issue influence many. But those they influence may not themselves be influential, e.g.. Jodie Marsh - bullying
    • Influential stakeholders impact those who matter, directly and/or indirectly, e.g.. Demos on social policy
    Source: Onalytica
  • Promotional tactics
    |13 January 2008
    |Trainer/s: AN Other, Job title and company
    |56
  • Measurement & evaluation
    What gets measured gets done
    Be careful what you measure
    • Evolving web analytics area, especially buzz and sentiment analysis
    • Speak to your/your clients web analytics team to see what can be measured
    • Test and learn
    • Think about engagement as well as reach
    • Think about ROI
    Picture by calloohcallay
  • Online media & press centres
    Plan to develop an online media centre? Establish PR objectives with developers
    • Argument for transparent information for consumers and journalists – no log-in
    • Needs to be:
    • 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 release
  • SEO press releases
    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 – keyword density in body text&lt;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 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
  • Corporate blog
    3 things that blog readers demand – compelling content, freshness and interactivity
    • 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
  • Social currency and social objects
    |13 January 2008
    |Trainer/s: AN Other, Job title and company
    |62
  • Identifying your social currency and social objects
    63
  • Levels of online engagement
    • Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues
    • Low-level engagement: as Monitoring plus response-led online presence
    • High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities
    Picture by cmcbrown
  • Blog relations
    • Read and listen – tonality, attitude to brands and orgs etc
    • Develop a conversation and participate
    • Be open
    • Soft sell
    • Supplement with promotional tactics
    • Use experts and enthusiasts
    • Provide creative and relevant ‘blog fodder’ or ‘social currency’
    • Don’t be afraid of losing some message control
  • Social Networks
    The best known forms of social software
    Think about your target group:
    Their motivations
    Their location
    Where they are in their life
    Be respectful of their personal space
    Think about how you can add value
    How do you engage beyond becoming a friend
  • Social Networks
    • 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
    Listen, listen, listen
    Social networks are really good for audience segmentation
    Are you providing something that would be found useful by your audience, or what you want to tell them?
    If you aren’t relevant, what can you as an organisation do differently, rather than using a different channel for the same old, same old?
  • 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 often Whuffie
    • Many potential applications for PR
    • Idea generation and filtering
    • Tasks being carried out
    • Time intensive, lack of message control, multi-territory legal and IP restrictions are issues
  • Forums & BBS
    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…
  • 71
    Curated Web
  • Video and podcasts
    Easy cost effective to make and host compelling podcasts and video
    Blogs and social network users happy to link to good, relevant content
    Must be strategic about driving consumers to it and measuring impact
    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
    • Brand or campaign channels in Youtube, MySpace etc
  • Wikis
  • Viral
    • 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
    • What is the utility?
    • Highly commercial channel – few getting it right
    • Social media creating own viral effect
    • Cost effective?
    • Never guaranteed
    • Message at the mercy of the recipient
    • Influence v impact
  • Virtual world and online events
  • 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
    • Capitalise on existing events
    • Live blog from events (e.g. blogging4business)
    • Videos and podcasts before and after event to extend impact of programme
    • Tagged event photo galleries on Flickr
  • Competitions
    Branded coverage on 3rd party sites in return for prize with a perceived value
    • Can be promotional or editorial
    • Criteria: minimum prize value, length of competition, copy / branding
    • 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
  • Advertorials
    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
    • Editorial where a greater emphasis on message control required and subject matter very commercial, e.g. new brand variant launched
    78
  • 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
    Picture by Pseudo Placebo
  • The United Nations Stands Up Against Poverty
    NEEDThe United Nations (UN) engaged Waggener Edstrom Worldwide (WE) to provide global digital strategy, social media counsel and public relations consultancy in support of the UN Millennium Campaign&apos;s &quot;Stand Up and Speak Out&quot; event on October 16-17, 2007.
    The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to the Millennium Development Goals, specifically to work toward the eradication of poverty worldwide by 2015.
    APPROACHGlobal scope demanded an innovative approach to unifying audiences across the world via their individual Internet engagement points. Given the variety of mediums and 3-week timeline, WE drafted an integrated communications plan, vested in top social media opportunities, that was strategically and quickly executed.
    RESULTS
    Within 3 weeks WE…
     
    • Targeted more than 343 influentials via three
    digital press releases
    • Incorporated aggressive SEO that increased impressions and clicks by 20 percent
    • Conducted blogger outreach that resulted in at least 338 blog posts
    • Executed a Twitter viral campaign that created 25,000 followers
    • Contacted 290, 400 people via LinkedIn
    • Garnered more than 9, 500 views on YouTube and UStream.TV
  • Now it’s your turn
    .
  • Online reputation management
  • Identifying your conversationalists and reputation team
    • 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?
    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
    People tend to trust ‘people like us’ – Edelman Trust Barometer
  • Typical reputation management roles
    • Contextual strike teams
    • Information holders
    • Defenders
    • Conversationalists
    • Expert commentators
    • ‘Technical’ specialists
    • Campaign based teams
    • Legal specialists
    Picture by ktylerconk
  • What’s your plan?
    • 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
    85
  • Each team member should be sure of their role and responsibility
    • How they will receive information
    • Rules of engagement
    • With whom
    • Through which media
    • Information timings – embargos
    • Exclusivity of information
    • Who they report to – chain of command and who is ultimately responsible and will support them if required
    • SLA
    • What is in it for them
    • Acceptable tone
    • Measurements and success criteria
    Picture by chrisamichaels
  • Strategies for managing unfavourable comments and opinions
    • Is it true?
    • If so, what are you doing about it?
    • 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
  • 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
    • Consider using combination offline media and PPC, e.g. Google Adwords
    • Keep all email, phone and meeting records relating to issue
  • Bad Phorm
    Phorm does behavioural advertising
    It records all the web pages that you visit
    The company didn’t respond fast enough
    • UK and US government investigations ensued
    • Partners pulled out of business relationships
    • Sustained organised badvocates
    • Mainstream press coverage in The Guardian, The New York Times
  • Personal online engagement
    Not just your brand it’s your people
    90
  • IP Issues
    • Give online users the opportunity to use your IP where relevant in a legitimate manner
    • Image resource library and licence
    • Outline what ‘fair use’ means
    • Be clear in plain language what your trademarks are
    • Be polite and unthreatening in your communications with offenders
    • If you are still struggling with compliance go direct to the ISP or platform owner
    • Don’t put anything in writing that you wouldn’t want to see published
  • O’Reilly Publishing & Web 2.0
    • CMP Media with the knowledge and approval of O’Reilly Media legaled NFP IT@Cork
    • Hue and cry break outs in the blogosphere over the course of 3 days
    • O’Reilly Media step in and pick up the phone to Tom Rafferty and agree that Rafferty can use the web 2.0 descriptor
  • Further reading
    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
    The Long Tail: why the future of business is selling less of more – Chris Anderson
    Groundswell by Charlene Li & Josh Bernoff
    Wikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D Williams
    The Cluetrain Manifesto
    How to use Digg-
    What I read
    Google’s keyword tool
  • Online press release distribution
    Pressbox - free
    • PRWeb
    • PR Newswire
    • Internetwire
    • Businesswire
    • Sourcewire
    • Realwire
    • E-consultancy for digital releases
  • Thanks for your time
    I hope the course was insightful, informative and helpful.