Perfecting PR Strategy - Impact of social media


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Presentation that I gave at the CIPR's Perfecting PR Strategy conference

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  • Perfecting PR Strategy - Impact of social media

    1. 1. Impact of Social Media Ged Carroll
    2. 2. In This Presentation <ul><li>Impact is quite a loaded word isn’t it… </li></ul><ul><li>Levels of online engagement </li></ul><ul><li>Measurement </li></ul><ul><li>Finding online influencers </li></ul><ul><li>The big flipper </li></ul><ul><li>UN case study </li></ul>
    3. 3. Impact Is Quite A Loaded Word, Isn’t It? <ul><li>Some things haven’t changed: </li></ul><ul><li>The tenets of strategy are the same as they have been for the past 5,000 years </li></ul><ul><li>Clients are still ultimately measured on the performance of their business </li></ul><ul><li>We still communicate with people ultimately in mind to be influenced </li></ul><ul><li>Channels and media may change but the need for good PR remains constant </li></ul><ul><li>Some things have changed </li></ul><ul><li>It has never been cheaper or easier to produce content </li></ul><ul><li>Clients can disintermediate the media and communicate directly with their audiences </li></ul><ul><li>Audiences can easily communicate with each other on a large scale </li></ul><ul><li>We have new media vehicles </li></ul><ul><li>The news cycle lasts longer – online news sources act like an echo chamber </li></ul><ul><li>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 </li></ul>
    4. 4. Impact Continued… <ul><li>YouTube is the UK’s most trafficked site (Hitwise) </li></ul><ul><li>Google is the worlds 3 rd most trusted media brand (Edelman) </li></ul><ul><li>There are over 67M blogs out there (Technorati) </li></ul><ul><li>The big for search engines index well over 10 billion web pages </li></ul><ul><li>Facebook is the 6 th most trafficked site in the world (comScore) </li></ul><ul><li>Facebook has 8M active users in the UK </li></ul><ul><li>Over 1.1 billion pictures on Flickr </li></ul><ul><li>Over 11 million pictures added / day on Flickr </li></ul>
    5. 5. Levels of Online PR Engagement <ul><li>Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues </li></ul><ul><li>Low-level engagement: as Monitoring plus response-led online presence </li></ul><ul><li>High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities </li></ul>
    6. 6. Measurement Silver Bullet (Or Not) <ul><li>Cision </li></ul><ul><li>Attentio </li></ul><ul><li>Market Sentinel </li></ul><ul><li>BuzzMetrix </li></ul><ul><li>Cymfony </li></ul><ul><li>Biz360 </li></ul><ul><li>Factiva </li></ul><ul><li>Brandimensions </li></ul>
    7. 7. Measurement <ul><li>It all goes back to objectives, but…. </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><ul><li>SERP </li></ul></ul></ul><ul><ul><ul><li>PageRank </li></ul></ul></ul><ul><ul><li>Google alerts: </li></ul></ul><ul><ul><ul><li>Ongoing monitoring </li></ul></ul></ul><ul><ul><li>Technorati : </li></ul></ul><ul><ul><ul><li>RSS-fed buzz with authority meter </li></ul></ul></ul><ul><ul><li>Yahoo! Site Explorer : </li></ul></ul><ul><ul><ul><li>Inbound links </li></ul></ul></ul><ul><ul><li>Website analytics </li></ul></ul>
    8. 8. Working Out Where You Should Be <ul><li>Ask peers, colleagues and particularly sales staff </li></ul><ul><li>Look at influencers cited in the mainstream media </li></ul><ul><li>Look at backlinks into existing web properties and competitor sites </li></ul><ul><li>Examine data from measurement tools </li></ul><ul><li>Google blog search </li></ul><ul><li>Look at their authority </li></ul><ul><li>‘ Found’ influencers’ blogrolls </li></ul>
    9. 9. The Big Flipper (Tools & Techniques for Online PR) <ul><li>Online news sources </li></ul><ul><ul><li>Mainstream media </li></ul></ul><ul><ul><li>Personal blogs and sites </li></ul></ul><ul><ul><li>Micro media </li></ul></ul><ul><li>Business blogs </li></ul><ul><li>Podcasts and video </li></ul><ul><li>Virtual worlds </li></ul><ul><li>Social networks </li></ul>
    10. 10. Business Blogs <ul><li>Don’t start a blog without a commitment to maintaining it </li></ul><ul><li>Update at a regular pace </li></ul><ul><li>Do have an understanding of the target audience and how they interact online </li></ul><ul><li>Think about the tone of voice: no marketing speak </li></ul><ul><li>Companies are made of people: let their personalities and passion shine through </li></ul>
    11. 11. Podcasts & Video <ul><li>Tends to be one-way rather than two-way communications </li></ul><ul><li>Dynamic delivery </li></ul><ul><li>Audio is portable and flexible to consume </li></ul><ul><li>Video requires captive attention – need to be respectful of the audiences time </li></ul><ul><li>Content needs to be: original, interesting, humourous </li></ul><ul><li>Two’s company – have a sidekick </li></ul><ul><li>Succinct </li></ul><ul><li>Internal communications </li></ul><ul><li>Education </li></ul><ul><li>Product walkthroughs </li></ul><ul><li>Direct-to-customer communication </li></ul><ul><li>Crisis management </li></ul><ul><li>Providing context on news stories </li></ul>
    12. 12. Social Networks <ul><li>The best known forms of social software </li></ul><ul><li>Think about your target group: </li></ul><ul><ul><li>Their motivations </li></ul></ul><ul><ul><li>Their location </li></ul></ul><ul><ul><li>Where they are in their life </li></ul></ul><ul><ul><li>Be respectful of their personal space </li></ul></ul><ul><ul><li>Think about how you can add value </li></ul></ul><ul><ul><li>How do you engage beyond becoming a friend </li></ul></ul>
    13. 13. Maximise the Reach of Press Releases <ul><li>Brevity </li></ul><ul><li>Hyperlinks </li></ul><ul><li>Supporting content </li></ul><ul><li>RSS feeds (think about the licence on the feeds) </li></ul><ul><li>Facilitate bookmarking and ‘curated’ web services: </li></ul><ul><ul><li>Distribution </li></ul></ul><ul><ul><li>Newswires (vertical and general) </li></ul></ul><ul><ul><li>Company blog inbound links </li></ul></ul>
    14. 14. The United Nations Stands Up Against Poverty <ul><li>RESULTS </li></ul><ul><li>Within 3 weeks WE… </li></ul><ul><li>  </li></ul><ul><li>Targeted more than 343 influentials via three </li></ul><ul><li>digital press releases </li></ul><ul><li>Incorporated aggressive SEO that increased impressions and clicks by 20 percent </li></ul><ul><li>Conducted blogger outreach that resulted in at least 338 blog posts </li></ul><ul><li>Executed a Twitter viral campaign that created 25,000 followers </li></ul><ul><li>Contacted 290, 400 people via LinkedIn </li></ul><ul><li>Garnered more than 9, 500 views on YouTube and UStream.TV </li></ul>NEED The 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'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. APPROACH Global 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.
    15. 15. INTEGRATION
    16. 16. Any Questions? <ul><li> | </li></ul><ul><li> </li></ul>
    17. 17. Useful Stuff <ul><li>This deck can be downloaded at </li></ul>
    18. 18. Online Inspiration & Useful Links <ul><li>The Cluetrain Manifesto </li></ul><ul><li>Wikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D Williams </li></ul><ul><li>Collected papers and essays by danah boyd </li></ul><ul><li>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 </li></ul><ul><li>OECD whitepaper on user-generated content </li></ul><ul><li>Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School </li></ul><ul><li>Some suggested blogs and online sources to read sorted by subject area </li></ul><ul><li>How to read RSS feeds in Outlook: </li></ul><ul><li>Pane-style readers: </li></ul><ul><li>Online readers: </li></ul><ul><li>A regularly-updated RSS reader resource: </li></ul>
    19. 19. <ul><li>A quick run through setting up a Bloglines account ( </li></ul><ul><li>Click on register at the top right of the page </li></ul><ul><li>Complete form </li></ul><ul><li>Complete click on confirmation mail </li></ul>Setting Up A Reader 06/02/09
    20. 20. <ul><li>Select which news feeds you would like </li></ul><ul><li>Go and get an easy subscribe button for your browser from: </li></ul>Setting Up A Reader Cont’d