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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 ( at the European Association for Communication Directors' conference in Bucharest, Romania.

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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 </li></ul><ul><li>Source: </li></ul>Top 50 reach bloguri
  3. 3. Website vs blog Credits: 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> </li></ul><ul><li> </li></ul>