Online PR
and Reputation Management
Eoin Kennedy
@eoink
Feb 2015

Media & PR Evolution
Evolution
Changing Media
Online Media Presence
Online Press Release
Skills
Strategy
Platform Snapshot
 Facebook to Wikipedia
Listening
Tools
Gauging Impact
Agenda
 Where are we?
Campaigns Pointers
Productivity
Blogger Relations
Influencer Marketing
Crisis Management

Eoin Kennedy
•18 years communications experience.
•Current chair IIA SMWG.
•Freelance consultant
•Knudger.com & PledgUp.com
•PRII, MII, UCD, H Dip.
•www.Congregation.ie

Social Media is not

Nor

Closer to

In reality its

Storytelling
The Boyhood of Raleigh. Sir John Everett Millais

Listening
Image: prusamarketing.com

The Battle Ground
PublicRelations
•Well optimised Hybrid sites.
•UK Consultancies.
•Articles.
•Courses.
•Social Media Experts.
•SEO Companies.
•Some PR Agencies.
•Suppliers – Distribution
companies.

Media and PR evolution

Evolving PR vs Online

Traditional Media Consumption in Ireland is in
decline.
Source: JNRS/Landsdowne Market
Research, AGB Nielsen,
Radio - 88% (1991): 85% (2010): 84%
(2013).
.
Daily Newspaper Readership
65% (1993): 48% (2010): 46% 2013
•TV: RTE
(2002): 54.5 minutes
(2008) 50.4 minutes

Second Screen Impacting TV.
•Panasonic Ireland 4/10: 16% comment.
•Eircom: 75%/33% Social Media & TV
•Nielsen: Channel hopping.
•Twitter: 40% of tweets about TV
•Tweet when market is watching

But social sharing still growing.
• MH17 • 50%

Nic Newman, Reuters Institute of Journalism
Two Key Trends
Journalist practice is changing
• New Tools
• Accelerating the moves to real time news
• New jobs emerging
Changing journalist landscape
•Journalists no longer monopolise the
news
•Consumers and audience are more in
control

Traditional News Cycle
Journalist The Story
Proactive
•Sources
•Research
•Interviews
Reactive
•PR news releases
•Events
•Agenda
•Other news media
Your Audience
News is
•Controlled
•Follows a procedure
•Limited Audience response

Current News Cycle
Journalist The Story
Proactive
•Sources
•Research
•Interviews
Reactive
•PR news releases
•Events
•Agenda
•Other news media
Your Audience
Blogs
Twitter
SMS
Video
SM
News is :
•Immediate
•Conversational
•Less controlled
•Wide Sources
•Engaged
•Personalised
Search Tools
Google (Web)/ Technotrati /Icerocket (blogs)/RSS feeds
Social Networks

Twitter
• 33 +
•385 K Tweets 152%
• 302 K Followers 560%
• 30 K Following 167%
• 4.2 K Listed 40%
•55 K Tweets
•Av 11K T, 9K F, 900
Blogs
• 17+ blogs
• Fashion to Technology
• Low interaction
Pod Casts

Irish Times
iTunes/AudioBoo
Social Buttons
Irishtimes.com
43.6m PI
5.4m UV
40% Mobile
163K app downloads

Irish Times
Live Blogging. Commentary.

Irish Times -Video

Irish Times
215K Nov ‘14.
4K Nov ‘11K
Not just a newspaper...
•Multiple channels.
•Journalists establishing
separate profiles
•New content forms.
•Open contact.
•Engagement.
•Monitoring.
“Viewspaper, not Newspaper”
Lessons
• Sponsored Content.

They are not alone

New kids on the block

Twitter Story Telling

Impact
Media now use Twitter for
•Looking for leads and spokespeople.
•Pushing and discussing the story.
•Radio taking Twitter comments on air.
•Use as basis for breaking stories.
•Personal insight.
•Getting guests on shows.
•Direct commentary.
•Need to follow, monitor and engage.

Tips
•Relationship first then pitch.
•Read, Comment & share articles
•RT Like and Pin.
•Start conversations.
•Sign up for podcasts & pitch ideas.
•Be selective about pitching on twitter
@journalistname esp cold pitches & personal.
•Take care with share requests.
•Use social to personalise email pitch.
•Encourage media to follow you.
•Curate content & post analysis.
•Create a reference site with full details.
•Email still best for pitching.
•Show Gratitude.
•Think real world – public.
•Avoid basic errors.
•Don’t mass tweet & follow up.

Trends
• Companies employing journalists.
• Article popularlity to increase in importance.
• Crowd funded investigative journalism.
• Instagram challenging Twitter as News
•Video use to jump.
• Increase promoted articles
•Expect digital acquisitions.
•Paid for content visibility.
•Increased use of user generated content.
•New ways of story telling.
•Instagram Challenging Twitter
•Challenge of the press release.

Issues
National Newspapers of Ireland (NNI)
• Charge for web links
• Sliding scale
•1-2 €300
• 6-10 €500
• 11-15 €700
•15-25 €950
•26-50 €1,350
• 50+ negotiable.
•Ongoing.
•Ask permission.

Help a Journalist
• HARO
•http://www.helpareporter.com
•Register
•3 Emails media queries daily
•Respond directly

The Press Release 2.0’d
• Who, What, When, Why, How.
• Newsworthy.
• Facts.
• Short.
• Avoid Jargon.
• Indirect.
• Headline.
• Date.
• Body.
• Boiler Plate.
• Contact info
• Quotes Add Value.
• Optimise.
• Keyword density 5-7%.

The Press Release 2.0’d
www.wordle.net
•MediaContact.ie
•Press.ie
•Kantar.ie
•PRNewsWire
•BusinessWire
•MarketWire
Distribution
SEO PR
Irishpressreleases.ie

The Press Release 2.0’d
•www.travpr.com/services.html
•www.news4media.ie
•www.get2press.ie

Giving new life to the press release.

More photo options.

More video options.
•6 Sec video
•Simple operation
•No hosting
•Social seeding
•15 Sec video
•Cover frame

Curating Stories.
•Storify.com
•Curate the story.
•Leverage additional
commentary.
•Collate press clippings.
•Track and promote related
topics.

Bringing it back home.

Amplifying Earned Media Content.
•Surfacing content.
•Other stories from the web.
•Publishers.
•Ricochet New York Times.
•Ad Stitched to content link.

Newsjacking?
•Deployed through Twitter
•Blog Analysis.
•Real-Time Media Alert.
•Physical podium.Livestream.
•Commentary.
•Newsjack at breaking.
•Tying news to current events.
•Use good judgement

Native Advertising. Branded Content
•5 day made for media hoax.
•Media partnership with
TheJournal.
•#unwrapgold
•Video & story based.
•User stories.
•460k video views.
•8,000 comments.

Where is it all going?

Building a Strategy
Internal
•Overall business objectives.
•Social and Online PR objectives.
•Describe success.
•What you need to succeed.
•How to mitigate the risks.
•Timings and budgets.
•Credibility
•Brand perception
•New products
•Generate sales
•Negative commentary
•Measureable, results, timely
•Link back to business objectives
•
•Behaviours
• Demographics
• Psychographics
• Goals and messages
per different audience
•Length
• Term

What’s next!
Plan
Communication
•Listen/Engage/Monitor
•Content Streams
•Timing
Channels, Assets, Tactics
•Review tools/Tactics
•Social Currency
•Conversationalists
•Asset creation
•Integrate
Mapping
•Competitors
•Keywords/Key phrases
•ID commentators
•Key SM
•Reporting
Teams and Collateral
•Multi agency
•Multi Department
•Crisis Plans
•SM Guidelines
•Content
•Capability
Evaluate
•Metrics
•Agile
•Map and share

Exercise. Build your Reputation Plan
1) What you what to achieve. Why you are there.
2) Research. What will you use. Where will you look.
3) Monitor. Where, what and action.
4) Content calendar.
5) Currency.
6) What platforms.
7) Tactic – stand out ideas.
8) Reporting – Measurement.
Post it pad. Pair up. Present to each other.

ORM Startegy
Anticipate Claim
Monitor Respond

1. Create Guidelines
You’re doing away with the media
middleman. Therefore, you need rules &
guidelines to ensure you stay on the right
tracks.
• Tone of Voice
• How to handle interaction
• How to deal with criticism
• 46% Don’t have
http://socialmediagovernance.com/policies.php
http://www.williamfry.ie/Libraries/test/Social-Media-in-the-workplace-report-2013.sflb.ashx

Social media needs to be someone’s
responsibility. Not the IT guy. Not an intern.
It should be someone with front of house or
marketing experience.
• Who’s going to be responsible for your
social media campaign?
• Who will create content?
• Who will interact with customers?
• How much time are you going to devote to
social media?
2. Responsibility

3. Internal engagement
Going social means that your company needs to
embrace “social” inside and out.
Every single employee of yours represents your
company. Whether it’s actively or passively. Inform them
about your social media strategy.
They can be advocates, active recruiters, brand
ambassadors, etc.

4. External Advocates
Your employees aren’t your best supporters
- your customers are.
Engage & incentivise them to become
advocates, write reviews, get involved...
Not a Brand economy – It’s a Fan economy

5. Content is King
Your business has interesting and
valuable information.
Use it IMAGINATIVELY to create
content around issues that your
customers will respond to & pass on
to their peers.

6. Patience
Social media takes:
• Time
• Commitment to your strategy
• Honesty & Fidelity to your customers
• & more time

7. Standout

8. Plan your day.
Ongoing Activity for a typical engagement
campaign:
Monitoring 2 or 3 times per day across all your
online properties.
Responding to any pressing comments as they
arise/as you notice them.
Twitter is an ongoing conversation React in real
time if you can.
Posting on blog according to your schedule. Eg.
Once per day/twice per week.
Analysing Data once per week. Looking for
trends in how people find, use and interact with
your site & social media properties.
Analysing Content once per week to see how
ads, content, etc. are performing

Facebook
• 3% rise Q1
• 62%
• Average user spends 4 hours 10
mins per month on Facebook.
• T & Cs.

Facebook Analytics
Great ability to track users
User trends; time of visit
Demographics
Weekly update of user activity on page

Facebook Newsfeed Algorithm
• 7% reached
•Alogorithm
• Promoted post
• Negative Feedback

Twitter
* Ipsos MRBI
Ref: Eight Twenty Irish Independent
•160 tweets
•Wednesday
•Politics &
Sport
•30%

Blogs
Your own online presence
Free software & hosting makes it easy
to set up and manage
• Wordpress
• Blogger
• Tumblr

LinkedIn
• 700K + Irish LinkedIn Profiles
• 26%
• Linked in growing x3 faster than FB
• Average user is 35 to 44 living in Dublin AB
social class
• Use to grow Twitter

Google+

Flickr & Pix.ie
•Photosharing sites
•Great for broadening
•your digital footprint
•Don’t tell. Show.
•Great for user generated content
which can be reintegrated into your
website. Eg. Guinness Storehouse

YouTube
Second biggest search engine
1.3 Million Irish users in 2010
400 million views per month
Think how you can make sticky video
content, eg. Bacardi Ireland

Boards.ie
•400k.
•Threads & Forums.
•Talk to.
•Non Commercial.
•Transparent.

Boards.ie
Suggestions Reviews/Opinions

Facebook, Foursquare & Location
•1% Foursquare
•Great scope for promotions
•Reward regular customers
•Users recommend according to
location
•Comments & photos

SlideShare
• PowerPoint Presentations.
• Add key components of release.
• Add video, music and photos.
• Tell the story.
• Share.
• Embed on SEO PR Sites
• Blog to presentation

Recommendations
TripAdvisor & Yelp & Louder Voice
Use your fans to tell their friends
about how great you are.
All about incentivising

Wikipedia
• 6th most visited.
• 365 million readers
• 22 million articles
• 100,000 editors
• WikiProject Ireland
• Search Ranking = Key

Wikipedia

Wikipedia
•Avoid Editing.
•Talk Page.
•Following protocol
•& instruction
•Transparent.
•Neutral
•In Good Faith
•Verifiable
http://www.iabc.com/cwb/archive/2012/pdf/CIPR_Wikipedia_Best_Practice_Guid
ance.pdf

Why Monitor?
• Find online stakeholders & influencers
• Identify where online conversations about you occur
• Find existing/emerging trends relevant to your brand
• Identify competitors
• Identify themes, stories, content for proactive PR and social
media strategy
• Start to take part in the conversation & represent yourself to
interested parties.
• Represent yourself to people giving out about you.

Where to monitor?
Social networks themselves
• Look for people & terms on Facebook
• Use Twitter clients to monitor who’s DM &
RTing you.

Paid Services
Radian 6
Blog & Social media monitoring service
Offers multiple data displays
Row feeder
One term for free, exports reports in Excel
Olytico Analytics
Bespoke online monitoring & IRISH

Row Feeder

10 great monitoring tools
1. Google Analytics
2. Google Keyword Tool
3. Klout (www.klout.com)
4. Social Mention (www.socialmention.com)

Top 10 Free online tools
5. Topsy (www.topsy.com)
6. Boardreader (http://boardreader.com)
7. Postling (www.postling.com)
8. HyperAlerts (www.hyperalerts.no)
10 great monitoring tools
9. Bottlenose (www.bottlenose.com)

Top 10 Free online tools
10. Spundge (www.spundge.com)
10 great monitoring tools
• Content Curation
• Discover
•Curate
•Create

Top 10 Free online tools& a secret weapon

Top 10 Free online tools
• Comment on media sites.
•Comments on facebook posts.
•Likes and dislikes.
•RTs & Facebook Profile Chatter.
•Newswhip.
•Early detection system.
•Change tactics early
Gauging Online PR Impact

Top 10 Free online toolsGauging Online PR Impact

Being Productive

Being Productive

Blogger Relations
Cs of Blogger Relations
•Concept
•Context
•Consumption
•Credibility
•Community
•Conversation
Also remember:
•Real people
•Individual
•Vocal
•Connected
•Busy
•Voluntary
•Enduring
•Exclusive
•Time consuming
•Test influence
•Cross platform
4000
Ref: Brian Solis

Influence Testing – Domain Authority.
•http://www.opensiteexplorer.org
•Guest blogging.
•Look for higher rank.
•Link tells a lot.

Influence Sharing.

Influencer Marketing

Influencer Marketing
• Palms Hotel and Casino in Las Vegas
• Klout Klub
• Additional amenities
•Tweet rewards

Reputations Matter
•Content Sourcing
•Reach/Impressions
•Engagement
•Influence & Relevance
•Opinion & advocacy
•Impact & Value

Influence Snap Shot.

Finding Influencers.
•http://twtrland.com
•Finding influencers
•Insight figures
•Twitter Analysis

Monitising/WOM Social Networks.

Crisis Management
Not so good
•Still page one.
•News site focused.
•Lack of department title tags.
•Lack of initial response page
•Need to build future articles.
“recall”

Crisis Management
Good
•Fast open response. FAQs
•Technical experts.
•Utilised community.
•Post event speaking.
•Established.

Scheduled Tweets

Competitions

Competitions

Monitor and respond.
If people get in touch with you via social media you must
respond.
If you are faced with complaints, deal with them honestly.
But remember you are doing so publicly. So BE NICE.
Whether responding to positive or negative comments,
try to give the customer what they want.

Dangers of photoshop.
BP Deepwater Horizon.
Support photography.
Location shot & Command Centre.
Don’t airbrush.

Madison Night Club

Madison Night Club

Madison Night Club

Madison Night Club

Crisis Comms: Not for everyone…

Misdirection, hoaxes…

Who tweets?
•HMV store closures
•Staff continued to tweet
•Official account
•Know who manages
accounts especially
admins on Facebook

Hashtag Hijacking - Bashtag
“Your interests and the
public are not the
same”

Hashtag Hijacking
Cost.
$1,000,000
.

Cultural Sensitivities

Sometimes humour is all you can do

Sometimes humour is all you can do

Sometimes humour is all you can do

Anger does not help

Anger does not help

Anger does not help

Petrol on a fire.

Petrol on a fire.
Deleting
Defensive

Petrol on a fire.
Proper Apology Plan B

You might just be unlucky.

Google Auto Populate.

Google Auto Populate.
• Dominance of news sites
•Impacted by volume of
searches.

Or not very nice.

History repeats itself.

Other crisis.
• Negative SEO

Trends.
• Lightning Speed.
• Hyper-transparency.
• Dialogue.
• Search.
• Same tools.
• Traditional media amplification.
• Civility.
Ref:Ogilvy 360°Digital Influence.

Crisis Comms:Before you get there.
Integrate.
Escalation
procedures.
Scenario
development
Protocols, response
flow charts.
Roles,
Responsibilities,
Action.
Resources.
Legal team.
Ensure senior
management engaged.
Know
what is
a crisis.
Recording
Data.
Crisis
Management
Plans

Crisis Comms:Before you get there.
•Be part of the community.
•Establish SEO flow.
•Staff communications.
•Ongoing education.
•Personal and work accounts.
•Early warning monitoring.
•Google Analytics Search
Terms.

Social Media Policy.
http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html

What can you do
•Gather intelligence.
•Be honest.
•Acknowledge.
•Be candid.
•Declare interest.
•Be brief.
•No third response.
•Know when to stop.
•Avoid emotional, heavy handed, impolite.
•Contact Author.
•Learn your lesson.
People Focus

What can you do
•Collaborate with credible sources.
•Integrate traditional PR.
•Create FAQ.
•Create response page.
•Pressure Release valve.
•Leverage advocates.
•Hide content from SEO
•Complain to Google.
•Utilise staff and links
•Aggressive SEO/keywords.
•Use same platform/language.
•Test influence.
•Build positive stories pipeline.
Technical

Dealing with Negative Review
•Get the basics right.
•Claim listing
•Populate
•Paid for listings/encourage more reviews
•Offline cards
•Cross check review scores. Av 4.01
•Popularity index
www.nhm.ac.uk

Dealing with Negative Review
•Grasp the nettle.
•Stay Positive.
•Cooler head prevails. Professional.
•Rapid response, 24 hour. Steal Thunder.
•Flip the script. Apologise/Point to positive.
•Taken seriously.
•Address problem.
•Remedial action.
•Show gratitude.
•Personalise.
www.nhm.ac.uk

Dealing with Negative Review
•No Jargon/CAPS.
•Protect privacy.
•Show gratitude.
•Avoid stock answers.
•Analyse.
•Need for policy.
•Play the game. Think RT.
•Possible offline channel.
•Be consistent.
www.nhm.ac.uk

Dealing with Negative Review - Brave
•Backfiring complaint
•Cannot delete.
•Virality
•Complete retelling of the story

http://socialmediainfluence.co
m/wp-
content/uploads/2012/01/Soci
al-Media-Crisis-Response-
Plan.jpg

http://socialmediainfluence.com/wp-content/uploads/2011/10/Crisis-decision-tree-FINAL.jpg

Heat Index Quiz.
http://prheatindex.epicprgroup.com/pr-heat-index-quiz/

Value of responding #fail.
http://www.oracle.com/us/products/applications/cust-exp-impact-report-epss-1560493.pdf
• 46 % of consumers were pleased.
• 22 % posted a positive comment about the organisation.
•79 % poor customer experience online had their
complaints ignored.

Things to watch - Trends.
1) Freedom
2) Customize Everything
3) Scrutinize Everything
4) Integrity & Openness
5) Entertainment & Play
6) Collaboration
7) Innovation
8) Speed
Don Tapscott: Grown Up Digital
Norms of The Net Generation:

Thanks for your time.
Eoin Kennedy,
+ 353 86 8339540
www.congregation.ie
eoin@congregation.ie
www.twitter.com/eoink
www.eoinkennedy.ie
Skype: eoin.kennedy.work

Resources.
PodCasts
http://www.forimmediaterelease.biz/index.php
SEO PR
http://www.mastergoogle.com/blog/30-best-press-release-distribution-sites-revealed.php
General Reading
http://mashable.com
http://socialtimes.com
LinkedIn Groups
http://www.linkedin.com/groups/SOCIAL-MEDIA-IRELAND-2107257
Bloggers
http://www.spiderworking.com
Policies
US Military, BBC, Guardian, Intel
Books
Grouped by Paul Adam
The New Rules of Marketing & PR by David Meerman Scott