Transcript of "OUHK Comm6024 Lecture 8 - new media technology and their impact on pr"
DA010 - Professional Diploma in Public Relations - COMM6024EP Media Relations and New Media Technology (2011/10) Lecture 8 New media technology and heir impact on PRDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only
Table of Content• Web 2.0 media landscape in Hong Kong• Types and characteristics of new media• Is social media manageable?• Ways to measure effectiveness in PR performance in social media• Elements in a blogger’s event• Resources required in engaging social media in B2B setting
Let’s look at some more data• From a survey by HKAIM – 90% have used social media in past 6 months – 56% of them have 3-5 accounts – Types of accounts: • Social network • Instant messaging • Video sharing • Internet forum • Blogging – 46% spend 1-3 hours a day, 39% spend less than 1 hour a day, and 5% spend more than 6 hours a day
Comparison among marketing tools -- from HKAIM survey
Why bloggers relations• 77% of Internet users read blogs• 89% of journalists conduct research on blogs• 72% of bloggers blog to share expertise• Your blogger relations goals: – to secure coverage in outlets that connect with the right target audience/community – to create opportunities for 3rd parties to share your stories
What’s a blogger event?• How to make it successful?
Keys to success in blogger events• Find a cool venue. Bloggers are invited to events every day, so even if your product or news isn’t the hottest, you can make sure the venue is. We’ve had success hosting “drop-in” briefings at our office, but we prefer to invite bloggers to a cool place that’s not ordinary.• Timing. Given work and family schedules, the best time for a blogger event is usually early evening, but we often conduct a straw poll in advance of nailing down the date and time. Remember, bloggers aren’t journalists!
Keys to success in blogger events• The takeaway. While we don’t always have breaking news to report, a good seasonal hook can go a long way. For example, if you are appealing to pregnant mothers, talk about new breathing techniques that can help babies go to sleep. This is really your CORE MESSAGE!• Swag. Inexpensive and relevant giveaways are always a draw, and as long as you remind your attendees about disclosure rules, it’s a win-win!
5 Cs in blogger relations• Cultivation• Collaboration• Content• Community• Communication (sometimes, telephone and letters still work for bloggers)
Pitching• Pitches MUST be relevant• Find opportunities to create a meaningful connection with the individual• Personalize the pitch – Reference a previous post – Comment on a shared like or dislike• Check their Twitter stream for recent nuggets of info• Include sample tweets or Facebook updates• Use custom links to report and share stats• What’s the “ask?”
Participation Generates Media Opportunities• After Gulf oil spill, someone created @BPGlobalPR account. – Account was a parody, but everyone didn’t realize it … especially in the beginning.
as a PR blogger, HeatherWhaling saw an opportunityto talk about “brandjacking” and crisis communication Class: Class: •• If you work for If you work for HP’s media HP’s media relations dept, relations dept, how would you how would you respond? respond?
reporters were looking for online responses to the oil spill …
Monitoring Goals• Start with what is manageable and mostimportant• Differentiate keywords by motive(researching, buying, customer service)• Use your customer’s words• Refine & expand your keywordsover time
10 social media metrics• Social media leads. Track web traffic breakdowns from all social media sources, and chart the top few sources over time. If members of your social media networks are sending referrals, consider measuring this data as well.• Engagement duration. For some companies, engagement duration is more important than page views. For example, if you have a Facebook application, how much time are social network members spending using it?
10 social media metrics• Bounce rate. Are visitors coming to your site from SM sites but quickly leaving? Maybe your landing page needs better, more relevant copy. Maybe the information they’re seeking isn’t easily found.• Membership increase and active network size. This is the portion of your company’s social networks (e.g., Twitter, Facebook) that actively engages with your social media content (e.g., Twitter, Facebook Pages, etc.)
10 social media metrics• Activity ratio. How active is your company’s collective social network? Compare the ratio of active members vs total members, and chart this over time. Activity can be measured in a variety of ways, including usage of social or virtual applications.• Conversions. You want social network members to convert: into subscriptions, sales (direct or through affiliates), Facebook application use, or whatever other offerings you have in your overall sales funnel and that can somehow be directly or indirectly monetized.
10 social media metrics• Brand mentions in social media. So, you have a highly active social network and members are talking about your company or the company’s brands. Measure and track both positive and negative mentions, and their quantities.• Loyalty. Are social members interacting in the network repeatedly, sharing content and links, mentioning your brands, evangelizing? How many members reshare? How often do they re- share?
10 social media metrics• Virality. Social members might be sharing Twitter tweets and Facebook updates relevant to your company, but is this info being reshared by their networks? How soon afterwards are they resharing? How many FoaFs (Friends of Friends) are resharing your links and content?• Blog interaction. This is actually more than one metric lumped together. Blogs are part of an SMM (Social Media Marketing) toolkit, but only if you allow comments and interact with readers by responding. If you’re doing this, encourage responses either directly in the comments section of blog posts, or via Twitter. (Use a blog widget that allows this.)