Ubi abril2012

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Ubi abril2012

  1. 1. BRUNO AMARAL social media consultant www.brunoamaral.eu
  2. 2. PR AND BEHAVIORON THE SOCIAL WEB
  3. 3. WHAT IS PR?http://definingpublicrelations.wikispaces.com/Photo: http://www.flickr.com/photos/ntr23/187226087/
  4. 4. WHAT IS PR? CIPR MANAGEMENT OF COMMUNICATION RELATIONSHIPShttp://definingpublicrelations.wikispaces.com/
  5. 5. WHAT IS PR? CIPR MANAGEMENT OF COMMUNICATION RELATIONSHIPS Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.http://www.cipr.co.uk/content/about-us/about-pr
  6. 6. WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPSPublic relations is the management ofcommunication between an organization and itspublics — Grunig and Hunt, 1984
  7. 7. WHAT IS PR? CIPR MANAGEMENT OF COMMUNICATION RELATIONSHIPS Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, mutual understanding, realize organizational goals, and serves the public interest. — Flynn, Gregory and ValinFlynn, Gregory and Valin
  8. 8. WHAT IS PR? CIPR MANAGEMENT OF COMMUNICATION RELATIONSHIPS Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. — PRSAhttp://www.nevillehobson.com/2012/03/02/public-relations-redefined/Our objective :- to define online relationships- to list a number of tools and resources essential for strategic communication on the web
  9. 9. WHAT ARERELATIONSHIPS?Relationships form when both parties perceivesimilar values systems and as a result altertheir behavior in accordance.
  10. 10. RELATIONSHIPS ONLINE VALUES+BEHAVIOROnline Values SystemsPhoto: http://www.flickr.com/photos/jeff-bauche/2230236391/
  11. 11. RELATIONSHIPS ON THE WEB PLATFORMS CHANNELS CONTENT CONTEXTWe connect through a vast number of platforms and channels, displaying and identifyingvalues.Different channels are used for different purposes (contexts) and the content found in eachchannel also differs as a result.people: http://www.flickr.com/photos/mi-ki/2480460182facebook and flickr: http://www.flickr.com/photos/ansik/4425771596/
  12. 12. RELATIONSHIPS ON THE WEB A COHERENT CORPORATE VOICE ACROSS THE WEBMore than worry about controlling the conversation, brands and organisations need to focuson being coherent across all of it’s owned (social) media.
  13. 13. BUILDING RELATIONSHIPS ORGANIZATION CHANNEL PUBLIC CONTEXT Effective communication leads to BEHAVIORFor an organisation or brand, a relationship occurs when for a given context (or purpose) it isable to communicate with Publics and is able to influence their behavior or change it’s ownbehavior.There are a number of levels of behavior change that exceed the scope of this presentation.KEY TO SUCCESS- find the right channel for the right Public- be aware of your purpose- prepare to adapt- monitor and listen
  14. 14. MEASURE DIALOGUE CAMPAIGNS +MONITOR CHANNELSBuilding relationships is about listening and actingPhoto: http://www.flickr.com/photos/ecstaticist/1340787730/
  15. 15. MEASURE+MONITORMONITOR: BRAND SECTOR SOCIETYCRISIS, BOUNDARIES, OPPORTUNITIESAND THREATS
  16. 16. MEASURING+ MONITORING TOOLS WIDE SCOPE: CATEGORY, SECTOR, BRAND NARROW SCOPE: CHANNEL SPECIFIChttp://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg
  17. 17. MEASURING+ MONITORING TOOLS WIDE SCOPE: CATEGORY, SECTOR, BRAND WHAT WILL WE MONITOR AND WHAT WILL WE DO WITH THAT INFORMATION?http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg
  18. 18. Radian6 http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg
  19. 19. AlterianOther social media monitoring tools http://wiki.kenburbary.com/
  20. 20. socialbakers
  21. 21. SOCIAL NETWORK ANALYSIS
  22. 22. reader
  23. 23. tweetwhen
  24. 24. thinkup
  25. 25. SOCIAL NETWORK ANALYSIS
  26. 26. MEASURING+ MONITORING TOOLS NARROW SCOPE: CHANNEL SPECIFIC PERFORMANCE AND RETURN- google analytics- facebook insights
  27. 27. OUTPUT OUTTAKE OUTCOME CONTENT PUBLISHEDNot just in valuable in quantity but also in SEO metrics
  28. 28. OUTPUTOUTTAKEOUTCOMEPAGEVIEWSVISITORSINTERACTIONS OR MENTIONSINDEXED PAGESINLINKS
  29. 29. OUTPUTOUTTAKEOUTCOMEMATCH OF VALUESBEHAVIOR CHANGE (INTERNAL ANDEXTERNAL PUBLICS)RELATIONSHIPS
  30. 30. MANAGEMENT TOOLSAUTOMATE AGGREGATE BROADCAST RESPONDifft
  31. 31. pipes.yahoo.com
  32. 32. ifttt.com

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