Pr 2.0 Overview Presentation


Published on

This is a hodgepodge of slides used in digital communication presentations by EWPR over the past year. Feel free to use these slides as you wish in future presentations.

Published in: Technology, Design
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 1. Contact to Press could include non traditional methods such as twitter, IM,etc. 3. Multimedia content could include presentations, video, audio, etc. This content can also be social. Top Social Media Sites  (ranked by unique worldwide visitors November, 2008; comScore) Blogger (222 million) Facebook (200 million) MySpace (126 million) Wordpress (114 million) Windows Live Spaces (87 million) Yahoo Geocities (69 million) Flickr (64 million) hi5 (58 million) Orkut (46 million) Six Apart (46 million) Baidu Space (40 million) Friendster (31 million) (29 million) (24 million) Bebo (24 million) Note: LinkedIn had 12million unique visitors in November. Social Bookmark usage   Email 35% Facebook 10% Digg 7% MySpace 6% StumbleUpon 4% Reditt 4% delicious 4% Google Bookmarks 3% Windows Live 3% Technorati 3% Others 19% 
  • Pr 2.0 Overview Presentation

    1. 1. EASTWEST PR 2.0 <ul><ul><li>Creating an online presence which matches the vitality of the real world personality of the brand </li></ul></ul>
    2. 2. New Media Tactics Aside from traditional PR activities, EASTWEST is successful at assisting clients to optimize their online presence using existing tools and networks.
    3. 3. Key elements
    4. 4. Connect the humans
    5. 5. Digital network – Connecting the Dots
    6. 6. Mapping the Network
    7. 7. Where people reside
    8. 9. Creating Conversations <ul><li>Content Aggregation: </li></ul><ul><ul><li>The collection, storing and linking of content </li></ul></ul><ul><ul><li>I.e., any content written or created </li></ul></ul><ul><li>Distribution and Seeding: </li></ul><ul><ul><li>Disseminate content and links to relevant channels </li></ul></ul><ul><ul><li>I.e., press release, blog post, news alert </li></ul></ul><ul><li>Engagement: </li></ul><ul><ul><li>Engagement are the conversations we have on-line </li></ul></ul><ul><ul><li>It is our role to start or join these conversations </li></ul></ul>
    9. 10. Everything begins with search
    10. 11. Search engine optimization (SEO) Search Engine Optimization(SEO) Attract international audiences to the website Make more « visible » to search engine (Google) Websites benefit from search engine optimisation to become higher in displayed rankings. Current site doesn’t appear in the top 10 ‘Media consultancy + Hong Kong’
    11. 12. Essential <ul><li>Social media optimization; </li></ul><ul><li>Social objects (video, blog etc) are catalysts for increasing the digital footprint </li></ul><ul><ul><li>keywords (use related titles and words) </li></ul></ul><ul><ul><li>titles </li></ul></ul><ul><ul><li>descriptions </li></ul></ul><ul><ul><li>tags </li></ul></ul><ul><ul><li>syndication e.g. linkedin, posterous, tagged, radar,digg but these don't exist in China. </li></ul></ul><ul><ul><li>links - the currency of the web. more links, the more credibility </li></ul></ul>
    12. 13. Creating Communities <ul><li>EASTWEST has created a sample LinkedIn group for machinery group, CIMES. </li></ul><ul><li>A LinkedIn scan </li></ul><ul><li>showed the following: </li></ul><ul><li>149 Machinery Groups in LinkedIn </li></ul><ul><li>The largest group has 4,706 members </li></ul><ul><li>Most groups average around 150 members </li></ul><ul><li>EASTWEST can create discussion within these groups to raise awareness of CIMES. </li></ul><ul><li>These discussions can promote CIMES as a thought leader and resource as well as a top level machinery show in China. </li></ul>
    13. 14. Creating Communities <ul><li>Goals: </li></ul><ul><ul><li>Connect client to online target audiences </li></ul></ul><ul><ul><li>Enhance collective knowledge on the client </li></ul></ul><ul><ul><li>Create opportunities to make use of available content for both traditional and new media </li></ul></ul><ul><li>How: </li></ul><ul><ul><li>P ost content using RSS feeds and tags to mainstream and online media and blogs. </li></ul></ul><ul><ul><li>Utilise LinkedIn as a PR tool for the client </li></ul></ul><ul><ul><ul><li>Create and maintain LinkedIn account for the client </li></ul></ul></ul><ul><ul><ul><li>Generate testimonials by inviting past exhibitors and visitors within the network to endorse client to LinkedIn individuals and groups </li></ul></ul></ul><ul><ul><ul><li>Grow the the client network via invitations </li></ul></ul></ul><ul><ul><ul><li>Start conversations about the company, as well as timely industry issues </li></ul></ul></ul>
    14. 15. Creating Communities Case Study: New Zealand Trade & Enterprise <ul><li>Objectives: </li></ul><ul><ul><li>Improve online visibility for the New Zealand government and its trade initiatives </li></ul></ul><ul><ul><li>Create a platform for South and Southeast Asia business communities to communicate with New Zealand businesses and vice versa </li></ul></ul><ul><li>Scope of Work: </li></ul><ul><ul><li>Prepared LinkedIn discussion points for posting in relevant internal and external groups; </li></ul></ul><ul><ul><li>Monitor messages and comments from LinkedIn group members, report them to Client and provide recommendations and action plan; </li></ul></ul><ul><ul><li>Draft responses to group members’ comments and send Client-approved comments to bloggers; </li></ul></ul><ul><ul><li>Link blog posts in the Hosted Press Centre to the LinkedIn profile page </li></ul></ul>
    15. 16. Video Sharing <ul><li>Goals: </li></ul><ul><ul><li>Enable greater awareness of client’s industry expertise through video sharing/knowledge-sharing </li></ul></ul><ul><ul><li>Engage various target audiences through fun, interesting videos to inform them about Avnet, exhibitors, activities, spokespeople’s opinions </li></ul></ul><ul><li>How: </li></ul><ul><ul><li>Upload video interviews , videocasts, or promotional videos in YouTube, Youku or to the client website itself </li></ul></ul><ul><ul><li>Use high impact visuals </li></ul></ul><ul><ul><li>Change static content to create more interaction through option of downloading </li></ul></ul>Sample video: Machinery & Tools Expo 2009 Brazil
    16. 17. Video Sharing
    17. 18. Social Media Release WHAT – A Social Media Release (SMR) is a collection of facts, the same facts that go into a press release. This information is combined with rich media such as photos, videos and presentations to give journalists, bloggers and other content generators the things they need to develop their stories. WHY – Your audience, including journalists, want information faster, richer and more easily accessible.  HOW –  We create SMRs alongside, or in place of, traditional press releases in order to achieve maximum impact from a single news point.  The SMR can be sent as a regular email  or via Connect, and can be hosted on any website for archive.
    18. 19. Social Media Release Parts of a Social Media Release (2009) 1 2 3 4 5 <ul><ul><li>Immediate access to press contacts </li></ul></ul><ul><ul><li>Multilingual support </li></ul></ul><ul><ul><li>Multimedia features such as photos and video for downloading and distributing </li></ul></ul><ul><ul><li>Social features to encourage user distribution </li></ul></ul><ul><ul><li>Press release content </li></ul></ul>
    19. 20. Extending visibility
    20. 21. Embed code
    21. 22. Follow up  <ul><li>Journalist Relationship Management via AITC </li></ul><ul><li>  </li></ul><ul><ul><li>Broadcast the release </li></ul></ul><ul><ul><li>Tracking who received the release </li></ul></ul><ul><ul><li>Online follow up call sheet to improve closure rate </li></ul></ul><ul><li>  </li></ul>1 2 3
    22. 23. Results <ul><li>Telegent release - Issued in Chinese & English </li></ul><ul><ul><li>High recall by journalist </li></ul></ul><ul><ul><li>Analyst briefing secured </li></ul></ul><ul><ul><li>23 clippings within 48 hours </li></ul></ul><ul><li>  </li></ul><ul><li>Analytic Report </li></ul><ul><ul><ul><li>4 mins. and 23 secs.  Average Time Spent  on SMR </li></ul></ul></ul><ul><ul><ul><li>36  Unique visitors  from: </li></ul></ul></ul><ul><ul><ul><ul><li>China (20) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Singapore (10) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hong Kong (2) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>United States (1) </li></ul></ul></ul></ul><ul><ul><li>71  Page views </li></ul></ul>
    23. 24. SMR Process   Write content & tags <ul><li>Checklist: </li></ul><ul><ul><li>Compile & prepare all content (Images, video, slides, client logo, etc.) </li></ul></ul><ul><ul><ul><li>Post the release to AITC Press Release: Select: Approved - No. Publish - No </li></ul></ul></ul><ul><ul><li>Email the following to Eggplant  </li></ul></ul><ul><ul><ul><li>Press release link from AITC </li></ul></ul></ul><ul><ul><ul><li>Press contact details if not included in written content </li></ul></ul></ul><ul><ul><ul><li>Attach or include links to: Images, video, slides, etc. </li></ul></ul></ul><ul><ul><ul><li>The desired URL (e.g. ) </li></ul></ul></ul><ul><ul><ul><li>Date & time to go live with SMR </li></ul></ul></ul><ul><ul><ul><li>Eggplant will notify you by email when the SMR is complete and link to it </li></ul></ul></ul><ul><ul><li>Use AITCto send out the press release with link to SMR </li></ul></ul><ul><ul><li>Analytic report sent to account manager in 24 hours </li></ul></ul>Select graphics & links Email content to Eggplant Send SMR via AITC Report
    24. 25. Hosted Press Center
    25. 26. Digital Librarian Technical Developers Content Generators Digital Evangelist Press releases, virals, podcasts, articles, posts, games, widgets and all other marketing collateral. Digital PR Strategy Content aggregation Content distribution/seeding Videos Audio Text Images Hosted Press Centre HPC, Micro-site, profile-page, website, etc. Engagement / Outreach SEO & SEM Growing network, driving traffic, awareness, etc. Digital Analyst
    26. 27. PR 2.0 Creating an online presence which matches the vitality of the real world personality of the brand