Chapter 3 | Web PR & ORM - pf

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Chapter 3 - UCT eMarketing course - Web PR & Online Reputation Management

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Chapter 3 | Web PR & ORM - pf

  1. 1. Assignment IOnline Portals in Africa
  2. 2. Your individual assignmentOnline Portals in Africao  Discuss how increase in bandwidth, mobile usage & online media affects consumption of traditional news sources vs. online news sources & mobileo  How many portals are available in the country?o  Comment on free speecho  What is the community interest in specific subject matters – jobs, news, sport, education, dating?o  How does the availability of online and mobile sources affect interest and marketing to these communities? How will it benefit the local community?o  Discuss internet / mobile adoptiono  Identify gaps for digital agencies to make an impacto  [An African country has been assigned to each of you]
  3. 3. Did You Know? – Mobile version
  4. 4. Chapter 3| Web PR & OnlineReputation ManagementUniversity of Cape Town5 August 2011
  5. 5. What will I learn today?Web PRo  How is Web PR different from traditional PR?o  Steps of a PR Campaigno  Important aspects of Web PRo  Engaging with the audienceo  Online distribution channelsORMo  Monitoringo  ORM Toolso  Managing ORMo  Crisis Management
  6. 6. Web PRControlling what is said about your brand and directingconversations around it to maintain the brand’s publicimage
  7. 7. How is web PR different fromtraditional PR?o  Two branches of same practice evolved into completely different mediao  Both are about creating engagement between people and the brand
  8. 8. Traditional PR vs Web PR Traditional PR Web PRo  Mainstream, top- o  Negotiates the down media webo  One-sided o  Democratic informationo  Only publisher can o  Anyone can influence content influence content
  9. 9. Steps of a PR Campaigno  Conceptualise the messageo  Create the messageo  Deliver the messageo  Observe the responseo  Respondo  Follow upo  Network
  10. 10. Important aspectsof Web PR
  11. 11. Engaging with the audience
  12. 12. Advertising : Customer Break-up
  13. 13. Challenges of Web 2.0o  Create online capitalo  Active interactiono  Listen more than you speako  Talk about otherso  Personal recommendations counto  Be visibleo  Focus on one channel at a timeo  Register on all platforms
  14. 14. Example :MemeburnVisibility onGoogle
  15. 15. Online distribution channels
  16. 16. Your ownplatformsNo restriction & fullcontrol on what you canpublish on:o  Your websiteo  Your blogo  Twitter accounto  Facebooko  LinkedIn Profileo  Google+, appso  Flickr photo streamo  YouTube Channel
  17. 17. External ChannelsSpread the word through neutral channels – buildrelationships with online news & publication sources, articledirectories, industry bloggers, etc.
  18. 18. Distributionby individualsPersonal recommendationswithout your influence.The ultimate goal = viralmessagesSuccess story = FNB’ssmartphone app
  19. 19. PR Web in Plain English
  20. 20. Case Studies
  21. 21. Barack Obama’s PresidentialCampaign Success
  22. 22. Barackobama.com – Interactive!
  23. 23. Yes we Can – Mobile messages
  24. 24. Barack Obama Facebook growth
  25. 25. Barack Obama’s PresidentialCampaign SuccessCheck out: http://www.slideshare.net/superank/digital-media-us-electionshttp://whywebpr.blogspot.com/2009/01/barack-obama-web-pr-case-study.html
  26. 26. Woolworths’Web PR mistakeWoolworths decided to remove allreligious magazines from their shelvesout of the blue & had huge outcry fromthe public. Their response wasdamaging to their high value brand,because of:1.  Bad initial framing of the issue2.  Not managing the media3.  Not engaging with the fans4.  Not moderating commentshttp://www.getsmarter.co.za/blog-marketing/430-marketing-four-web-pr-mistakes-woolies-could-have-avoided
  27. 27. Online Reputation ManagementThe analysis of your personal, professional, business or industryreputation as represented by content across all types of onlinemedia channels.
  28. 28. Why ORM is so important1.  It protects your brand2.  It allows you to make smart decisions3.  It gives you a lead over your competitors – the key is listening!4.  It’s the best customer retention tool you have5.  It allows you to measure which marketing / communication & brand activities are working6.  It focuses on where to spend your budget to get the most bang for your buck Source: http://www.heavychef.com/why-orm-is-so-important/
  29. 29. Monitoring•  Gather data from a wide variety of channels, sources & types of media•  Gather both quantitative & qualitative data•  Monitor own platforms, comments, articles, emails & make use of specialised tools
  30. 30. ORM ToolsDepends on company size, budget & amount of mediaattention your brand gets
  31. 31. Google AlertsGoogle is incredibly powerful &has to be monitored.1.  You need a Google account to create alerts2.  Found at www.google.com/alerts3.  To create an alert, type a word into the “Search terms” box4.  Properties can be customised to your specific needs5.  You will receive emails when something new is posted online
  32. 32. Suggested Google Alertso  Your company nameo  Names of your productso  Name of CEO & prominent personnelo  Your industryo  Your location, where relevanto  Your website URLo  Your biggest competitorso  Your most important SEO keywords
  33. 33. Social mediatoolsSocial networks have their ownproprietary monitoring tools.There are also many 3rd partytools that can be of high value,e.g. Followerwonk, bit.ly etc.
  34. 34. Paid ORMtoolsIf your company is large orbusy, might be worthwhileto invest in powerful paid-for tools, e.g.www.saidwot.comwww.trackur.comwww.brandseye.com
  35. 35. Managing your ORM Positive Feedback Negative Feedbacko  Quick thank you / o  Take each one seriously acknowledgement o  Apologise sincerely &o  Promote good comments directly (don’t overdo) o  Don’t be defensiveo  Add info, opinions & o  Address problem in open personal messages to o  Turn negativity to your good comments advantageo  Thank brand promoters o  Respond levelly & present publicly, e.g. discount / case with facts & details promos, good rates o  Never delete / hide comments
  36. 36. Hello Peter
  37. 37. Crisis ManagementReputation crisis comes about when negative message aboutyour brand goes viral
  38. 38. How to handle a crisiso  Prepare a contact plan for important stakeholderso  Make a communication strategy for your online communitieso  Don’t ignore a crisis and hope no one will noticeo  Find the places online where discussions are most active and go straight to the sourceo  Monitor your online reputation closely with chosen toolso  Tailor your strategy continuously
  39. 39. Case Studies
  40. 40. BP’s Oil Spill DisasterClassic example of “those who cannot rememberthe past are condemned to repeat it”o  BP underplayed the impact of the spillso  Sent out mixed messageso  YouTube Video was #10 most watched videoo  ORM tools now include Facebook, twitter and Flickr photostream, YouTube channel alone cost $250,000 to create & a $50million ad campaign
  41. 41. BP Oil Spill – a worldwide crisis
  42. 42. Avoiding DisastersBe prepared, or you will get caught & pay ahigh price
  43. 43. FNB impressed customers bylistening, engaging & became amarket leader in innovation asa result
  44. 44. FNB’s (user friendly) Website
  45. 45. FNB on Twitter
  46. 46. FNB on Facebook
  47. 47. FNB on YouTube
  48. 48. FNB’s YouTube Channel
  49. 49. FNB on Memeburn
  50. 50. FNB Google Visibility
  51. 51. Thank You!

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