Positive PR Online


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A talk that i gave at the Internet Show in Singapore in April 2010

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  • Confidential and Proprietary©
  • This is a very important slide. The stat shows that Asians these days don’t trust ads as much as before. They mostly trust message from WOM (which includes online recommendations, word-of-mouse)
  • The revolution starts with speaking, reaching the least audience
  • Then writing, reaching more audience
  • And even broader audience with the printing press and moveable type
  • And now, anyone (like the highlighted person) can be reach huge amount of audience easily with the help of social networks
  • This graph is editable, you can changecharacters into anything that best demonstrate to your client what a conversation map is
  • We create comprehensive digital strategy for clients who want to engage customers or constituents in direct conversation. We both plan programs, and we design and build. While our programs are custom planned for each client there are 4 fundamental parts to every Digital Influence Strategy: ListeningPlanningEngagement Measurement ListeningAll of our programs start by listening to what people are saying about a brand, an issue or a set of brand-related topics in blogs, message boards, social networks and review sites online. This intelligence is key to deploying any program online and can provide invaluable insight into how consumers think and talk about brands and issues.  We have three basic listening programs:Conversation Snapshot (Conversation Map)Live Listening PostCrisis Monitoring   PlanningLike the tradition of strategic planning in communications firms and connections planning in advertising agencies, we have a process for planning influencer and word of mouth programs. Based upon listening to conversations online, we plan an engagement strategy – how we can authentically involve people online so they will “care to share” with their peers and spread word of mouth. Engagement plans focus on providing value to users and inviting them in to participate with a brand or organization in some way. Engagement plans are highly creative yet firmly based in strategy.  The biggest step in the planning process is our Influencer Audit and Network Mapping. Influencer Audits identify the people with the most potential influence for our engagement program. These can be high profile bloggers, individual mom bloggers somewhere in the world, or proam (part professional, part amateur) experts in a B2B market. Anyone can be an influencer given certain context. We look well beyond the obvious. Network Maps do the same thing at the social network and community level – what affinity groups exist that we can connect with? Both the Influencers and the Networks are mapped to specific engagement plans. We not only identify who is important but how we will reach and involve them online. Search has changed the way everyone finds information online. Every Digital Influence Strategy includes a Visibility Plan that combines SEO with an overall content plan including multimedia (audio, video, images) distribution. The goal is to make our content and supportive third-party content as visible as possible via search engines   Engagement Engagement programs all involve users in different ways from very simple and superficial participation to the deepest levels of engagement in co-creation and community. “Engagement” describes our ability to hold a conversation with people, invite them to participate with a brand or issue, motivate them to co-create a product, service or experience. It’s what sparks sustained word of mouth.  Some engagement programs solicit and make use of consumer generated media (cgm). Many require the development of a Web 2.0 web experience specifically designed to be shareable and encourage participation (vs. simply deliver content). The best engagement programs are based upon our overall digital influence strategy to meet a stated communication goal or business objective.
  • Positive PR Online

    1. 1. How to get Positive PR<br />Online!<br />ShaluWasu<br />
    2. 2.
    3. 3. Asians trust social media more than traditional media<br />Jan 2009, Asia’s Top Digital Brands TNS/Media Magazine (n=3001)<br />
    4. 4. A Revolution in Influence<br />
    5. 5.
    6. 6.
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    8. 8.
    9. 9.
    10. 10.
    11. 11.
    12. 12. Social Media PR Disasters - Nestle<br />
    13. 13.
    14. 14. South West airlines<br />
    15. 15.
    16. 16. Tiger Airways<br />
    17. 17.
    18. 18. Domino’s<br />
    19. 19.
    20. 20. United Airlines<br />
    21. 21.
    22. 22. Motrin<br />
    23. 23.
    24. 24.
    25. 25. Listen<br />
    26. 26. Identify your influencers<br />
    27. 27. Influential<br />Conversation Map:<br />Toby Flenderson<br />Michael Scott<br />Jim Halpert<br />Positive<br />Negative<br />Pam Beesly<br />Kelly Kapoor<br />Dwight Schrute<br />Phyllis Lapin<br />Not Influential<br />
    28. 28. Set up and build your Social Media presence<br />
    29. 29. Move beyond buzz - Engage and build relationships<br />
    30. 30. Prepare for a crisis<br />
    31. 31. Train your employees<br />
    32. 32. Measure<br />}<br />Awareness<br />Reach<br />}<br />Evaluation<br />Preference<br />Engagement<br />}<br />Conversion<br />Action<br />Loyalty<br />
    33. 33. Basic Strategy for Social Media & Word of Mouth<br />Community Design & Management<br />Blogger & Influencer Engagement Programs<br />Co-creation Program Design & Management<br />Live Community Events<br />Video Content: Viral, Episodic, Channels<br />Social Network Activation<br />Search Reputation Management<br />Digital Media Relations<br />Conversation Maps<br />Live Listening Posts<br />Crisis Monitoring<br />Influencer Maps<br />Engagement Plans<br />Visibility Plans<br />
    34. 34. 360° Digital Influence Engagement Framework<br />LISTEN<br />PLAN<br />OPTIMIZE<br />AMPLIFY<br />ENGAGE<br /><ul><li>Influencer Maps
    35. 35. Engagement Plan
    36. 36. Digital Crisis Management
    37. 37. Conversation Map
    38. 38. Search Intent Modeling
    39. 39. User Social Profiles
    40. 40. Conversation Impact
    41. 41. Delivery of Content & Offers
    42. 42. Community & Social Web Management
    43. 43. PR & Digital Media Relations
    44. 44. Influencer Outreach
    45. 45. SEM/SEO
    46. 46. Paid Media
    47. 47. Content Syndication
    48. 48. Social Network Activation
    49. 49. Influencer & Blogger Engagement
    50. 50. Co-Creation Programs
    51. 51. Event Activation& Amplification
    52. 52. Content Creation& Distribution
    53. 53. Crisis Response</li></li></ul><li>
    54. 54.
    55. 55. CONTACT<br />ShaluWasu<br />Associate Director | 360° Digital Influence<br />Ogilvy Public Relations Worldwide<br />p +65 90297601<br />e shalu.wasu@ogilvy.com<br />b blog.ogilvypr.com<br />