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Social media from a PR perspective

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Social media from a PR perspective. How to change your mindset in order to better plan for social media. Presentation held by Ionut Oprea, manager, STANDOUT (www.standout.ro) at the European Association for Communication Directors' conference in Bucharest, Romania.http://www.eacd-online.eu/events/120.php

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Social media from a PR perspective

  1. 1. Blogs in Romania
  2. 2. Blogs in Romania <ul><li>11.436 active blogs (at least 1 article in october) from 35.611 monitored </li></ul><ul><li>3327 active sites registered with trafic.ro/bloguri </li></ul><ul><li>Source: www.zelist.ro </li></ul>Top 50 reach bloguri
  3. 3. Website vs blog Credits: www.converstations.com Cobweb Photo at Flickr by florriebassingbourn Crowd Photo at Flickr by kyrielle <ul><li>Different mindset </li></ul><ul><li>Different approach </li></ul><ul><li>Different tools </li></ul><ul><li>Different metrics </li></ul><ul><li>Different results </li></ul>
  4. 4. Blogs aren’t just websites! <ul><li>Websites/classic media tools/metrics: </li></ul><ul><li>New metrics for blogs & all social media </li></ul><ul><li>Starting conversations </li></ul><ul><li>Engagement </li></ul><ul><li>Involving bloggers, their readers, and social media users in campaigns </li></ul><ul><li>OTHER? (Spread value, engagement value, influence value) </li></ul><ul><li>Authentical content/reviews </li></ul><ul><li>News coverage </li></ul><ul><li>Reach/eyeballs </li></ul><ul><li>Media relations </li></ul><ul><li>Press releases </li></ul><ul><ul><li>“ PRESS” </li></ul></ul><ul><ul><li>“ RELEASES” </li></ul></ul><ul><li>Media advertising value </li></ul><ul><li>“ Testimonials” </li></ul>
  5. 5. & bloggers aren’t journalists <ul><li>Bloggers don’t </li></ul><ul><li>Publish press releases </li></ul><ul><li>Limit themselves with journalism rules and methods </li></ul><ul><li>Need to be objective/impartial </li></ul><ul><li>Need to be right </li></ul><ul><li>Need to obtain approval for anything </li></ul><ul><li>Answer any invitation of the tens they receive daily </li></ul><ul><li>Bloggers do </li></ul><ul><li>Talk about what they like </li></ul><ul><li>Talk about what their readers like </li></ul><ul><li>Criticize everything </li></ul><ul><li>Opinionize & take sides </li></ul><ul><li>Appreciate fun & witty online campaigns </li></ul><ul><li>Appreciate common sense, good humor, and good grammar & writing skills </li></ul>
  6. 6. Practices <ul><li>Sites and classic media </li></ul><ul><li>Selection by reach and TG </li></ul><ul><li>Sending out press releases </li></ul><ul><li>Nurturing relationships with key journalists </li></ul><ul><li>Press conferences </li></ul><ul><li>Events </li></ul><ul><li>Spreading “testimonials” </li></ul><ul><li>Blogs and social media </li></ul><ul><li>Selection by reach, interaction potential and blog personality </li></ul><ul><li>Creating social media actions </li></ul><ul><li>Using key bloggers to generate followship </li></ul><ul><li>Integrated marketing communications </li></ul><ul><li>Dedicated content and interaction plan and resources </li></ul>
  7. 7. Were this a press release…
  8. 8. Puma sponsorship of Squadra Azzura <ul><li>Puma discussed on top Romanian blogs about sponsoring the national team of Italy and engaged users in the conversation </li></ul><ul><ul><li>On 5 of the top 10 Romanian blogs </li></ul></ul><ul><ul><li>Users were asked to tell their most beautiful memories of the national team of Italy creating an excellent context for Puma </li></ul></ul><ul><ul><li>Puma offered several Puma products as prizes </li></ul></ul>
  9. 9. Blog readers in Romania <ul><li>Key findings: </li></ul><ul><li>Young people, mostly 20 – 35 years-old (73,7%), revenues and studies above the Romanian average internet user </li></ul><ul><li>Are loyal to their favourite blogs (most read 2-5 blogs almost daily) </li></ul><ul><li>Interact with their favourite blogs (44,7% commented at least onace) and 6.6% are active commenters that do it often or with almost each new article </li></ul><ul><li>Are influenced by these : 68,9 % have confirmed or changed their opinions based on reading blogs 59,9% many times. </li></ul>
  10. 10. Thx. <ul><li>Ionut Oprea </li></ul><ul><li>www.clickio.ro </li></ul><ul><li>www.standout.ro </li></ul>

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