Online PR

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Presentation on Online PR from Talking Heads seminar in April 2009 by Heather Yaxley, Applause Consultancy/Greenbanana

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Online PR

  1. 1. ONLINE PR
  2. 2. 2-way communications enables people to have "human to human" conversations
  3. 3. 95 theses
  4. 4. faster globalised equalized personal accessible unmediated non-elitist conversational technological human connected communal anything is possible, it’s just
  5. 5. step 1. what you say… <ul><li>content analysis </li></ul><ul><li>language choice </li></ul><ul><li>mean what you say </li></ul>
  6. 6. wordclouds http://tagcrowd.com/ http://www.wordle.net
  7. 7. monitor news and blog updates RSS feeds – www.google.com/reader
  8. 8. key words eg press releases Google alerts – www.google.com/alerts
  9. 9. step 2. what others say about you…
  10. 10. http://twitpic.com/
  11. 11. http://www.twitscoop.com/
  12. 12. Google alerts - www.google.com/alerts Google reader - www.google.com/reader Yahoo pipes - http://pipes.yahoo.com Keotag - http://www.keotag.com/ Commentful - http://commentful.blogflux.com/ Boardreader - http://boardreader.com/ Google Trends - http://www.google.com/trends Compete – http://www.compete.com Alexa – http://alexa.com Yahoo Site Explorer - https://siteexplorer.search.yahoo.com/mysites HowSociable – http://www.howsociable.com Addictomatic – http://www.addictomatic.com Techrigy - http://www.techrigy.com Nielsen BlogPulse - http://www.blogpulse.com Technorati - http://technorati.com Trendr - http://www.trendrr.com Facebook Lexicon - http://www.facebook.com/lexicon Digg Search – http://www.digg.com StumbleUpon Reviews - http://reviews.stumbleupon.com Twitter Twitscoop - http://www.twitscoop.com Twitter Search – http://search.twitter.com free tools
  13. 13. The future…???? scaling one-to-one communications!! because everyone is communicating…
  14. 14. who’s doing what social media now more popular than porn
  15. 15. where we’re going http://www.alexa.com Google UK - google.co.uk/google.com Facebook - facebook.com Yahoo! - yahoo.com YouTube - youtube.com Windows Live - live.com BBC Newsline Ticker - bbc.co.uk eBay UK - ebay.co.uk Microsoft Network (MSN) - msn.com Wikipedia - wikipedia.org www.bebo.com - bebo.com Blogger.com - blogger.com Myspace - myspace.com Amazon.co.uk - amazon.co.uk Microsoft Corporation - microsoft.com Flickr - flickr.com The Internet Movie Database - imdb.com BSkyB Ltd - sky.com WordPress.com - wordpress.com Double Click - doubleclick.com 62.4% of online US searches = 6,113,906,000 a year
  16. 16. what are we doing http://www.alexa.com #23 = 1 st porn site #25 = Twitter #28 = HSBC #33 = Argos #37 = Autotrader #40 = Apple #49 = Rightmove #51 = Directgov #59 = Tesco #66 = LinkedIn #71 = JobCentre Plus #82 = Transport for London stuff
  17. 17. demographics 1,596,270,108 – worldwide (23.8% population) [360,985,492 at 31.12.2000] 393,373,398 – Europe (48.9% population) 43,221,464 – UK (70.9% population) http://www.internetworldstats.com/
  18. 18. have you got Facebook friends? 17 million unique UK users every month (10m  in 6 months) Avg 21 mins per visit Largest segment: 18-24 year olds (53.8%) Fastest growing demographic: 35-54 year olds segment doubling every two months http://connect.icrossing.co.uk http://www.istrategylabs.com/
  19. 19. are you Tweeting? unique visitors to Twitter  1,382 percent: 475,000 – Feb 2008 7 million – Feb 2009 9.3 million visitors in March 2009 (  131% in one month) http://blog.nielsen.com/nielsenwire/ online_mobile/ twitters-tweet-smell-of-success http://www.comscore.com/blog/
  20. 20. it ain’t just Twits… Twitter users are news junkies 62% access at work 52% aged over 35 1% of users are addicts = 35% of visits January 2009, 735,000 unique visitors accessed the Twitter via mobile phones http://blog.nielsen.com/nielsenwire/ online_mobile/ twitters-tweet-smell-of-success http://www.comscore.com/blog/ http://www.quantcast.com/ twitter.com#demographics
  21. 21. who’s got Followers CNN and Ashton Kutcher fought for 1 million Coldplay = 14 th (541,289 followers) Stephen Fry = 33 rd (417,540 followers) http://twitter.com/Brill_Mentor = 582,107th http://twitter.com/greenbanana = 151,226th http://twitterholic.com/
  22. 22. power is online and offline 10.5 million view on ITV top news story Over 100 million hits on YouTube top 5 Twitter topic
  23. 23. diffusion of innovation why YouTube, Twitter & Facebook are popular Rogers, 1962
  24. 24. online brands www.immediatefuture.co.uk/
  25. 25. getting it right
  26. 26. getting it right
  27. 27. getting it right
  28. 28. getting it right
  29. 29. writing online <ul><li>SEO rich content </li></ul><ul><li>micro-writing (140 characters) </li></ul><ul><li>images </li></ul><ul><li>links </li></ul><ul><li>authentic voice </li></ul><ul><li>comments </li></ul><ul><li>legals </li></ul>
  30. 30. images Social photography sites eg Flickr or Photobucket Microsoft free images Google images – careful Release forms Children online Upload or link
  31. 31. hyperlinks credit sources build connections get deeper into sites build into emails add evidence enable easy contact verify and update
  32. 32. authentic voice ghosting – honesty better than pretending sharing personal human
  33. 33. comments encouraging responding moderating spamming policy
  34. 34. legals avoid digital dirt libel protect your rights personal is corporate
  35. 35. wordpress site <ul><li>free and easy to use </li></ul><ul><li>adaptable </li></ul><ul><li>learn concepts </li></ul><ul><li>apply to corporate </li></ul><ul><li>public or private </li></ul><ul><li>other blog software is available… </li></ul>
  36. 36. reasons to engage <ul><li>cannot afford to ignore it </li></ul><ul><li>opportunity to increase profile, reputation, etc </li></ul><ul><li>ease of reaching a direct audience </li></ul><ul><li>builds connections and relationships </li></ul><ul><li>create positive advocacy </li></ul>
  37. 37. reasons against <ul><li>takes huge amount of time to do well </li></ul><ul><li>easy to get data, but no clear measure of ROI </li></ul><ul><li>danger of getting it wrong </li></ul><ul><li>online overload </li></ul><ul><li>negative animosity </li></ul>
  38. 38. strategy have a clear purpose develop a plan monitor and adapt integrate with offline co-ordinate all communications anticipate issues add authentic voices
  39. 39. getting started learn the tools build a network own some space be generous and open don’t be afraid commit time monitor
  40. 40. what not to do don’t just do it because it’s there don’t cheat, lie or game don’t think you can hide problems don’t use your space just to pitch at others don’t be rude or ignorant don’t leave legacy issues
  41. 41. top tips <ul><li>understand arguments for and against online – bosses tend to be over-enthusiastic or cynical </li></ul><ul><li>Own the data – review, monitor, listen to understand what’s going on – but don’t try to fake it </li></ul><ul><li>Build relationships don’t just transmit information </li></ul><ul><li>Be human – reflect the brand personality through real people </li></ul><ul><li>Remember online doesn’t work alone – integrate and build into what you do well already </li></ul>
  42. 42. ONLINE PR

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