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Online PR In Practice


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Presentation given in March 2008 at a PR Week conference in London entitled ‘The Role of Web 2.0 & social networking in online PR’.
It went down rather well - my ratings for this presentation we 97% 'Excellent' or 'Good', and the Global Communications Manager at Millward Brown said: “Probably the most useful of all the conference”.

Published in: Business

Online PR In Practice

  1. 1. Online PR in Practice: Examining how to get the most out of social networking and Web 2.0 Jude Brooks
  2. 2. <ul><li>Definitions </li></ul><ul><li>What’s the big deal? </li></ul><ul><li>What are the opportunities? </li></ul><ul><li>What are the risks? </li></ul><ul><li>Top 5 DO’s and DON’Ts </li></ul><ul><li>Case Study: Lights out London </li></ul>Agenda
  3. 3. <ul><li>Definitions: </li></ul><ul><li>What is PR? </li></ul>
  4. 4. Public Relations <ul><li>“ Public relations is about reputation - the result of what you do , what you say and what others say about you .” Chartered Institute of Public Relations </li></ul><ul><li>A management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organisation and its publics. Wikipedia </li></ul>
  5. 5. <ul><li>Definitions: </li></ul><ul><li>What is Web 2.0? </li></ul>
  6. 7. Web 2.0 <ul><li>“ It’s the web, my way” </li></ul>
  7. 8. Web 2.0 <ul><li>Wikis, blogs & other collaborative content sites </li></ul><ul><li>User review portals </li></ul><ul><li>Peer to Peer file sharing & mash-ups </li></ul><ul><li>Personalisation </li></ul><ul><li>Uploading and downloading </li></ul><ul><li>RSS </li></ul><ul><li>Podcasting </li></ul><ul><li>User generated content </li></ul><ul><li>Tagging </li></ul><ul><li>Social Networking sites </li></ul>
  8. 9. <ul><li>Definitions: </li></ul><ul><li>What is ‘social networking’? </li></ul>
  9. 10. Social Networking <ul><li>“Social networking websites are online communities of people who share interests and activities by building online profiles and sharing media such as photos, videos and music.” </li></ul>
  10. 11. <ul><li>Why are they so important? </li></ul>
  11. 12. Why are they so important? <ul><li>Because everyone’s using them </li></ul><ul><ul><li>25.9 million users in the UK* </li></ul></ul><ul><li>Because they’ve become part of our lives </li></ul><ul><ul><li>15% of users use social networking sites every day** </li></ul></ul>* Comscore 2008 ** Forrester UKIUM Study Q4 2007
  12. 13. Who are the key players?
  13. 14. <ul><li>Opportunities vs Risks </li></ul>
  14. 15. What are the opportunities? <ul><li>Huge audiences: </li></ul><ul><ul><li>80% of online users use social networking sites (25.9m users) </li></ul></ul><ul><ul><li>Facebook has 12.4m UK users </li></ul></ul>Source: ComScore 2008
  15. 16. What are the opportunities? <ul><li>Engage your audience: </li></ul><ul><ul><li>Open a dialogue </li></ul></ul><ul><ul><li>Learn about yourselves </li></ul></ul><ul><ul><li>Spread the word virally </li></ul></ul>
  16. 17. What are the opportunities? <ul><li>Add value to the relationship: </li></ul><ul><ul><li>Useful or entertaining applications add value & deliver a message </li></ul></ul><ul><ul><li>Provide social currency – skins, badges, unique content </li></ul></ul><ul><ul><li>Social networking is about self-expression so find a way to embrace this </li></ul></ul>
  17. 18. What are the opportunities? <ul><li>Drive traffic to your website: </li></ul><ul><ul><li>Teaser content </li></ul></ul><ul><ul><li>RSS updates </li></ul></ul><ul><ul><li>Engaging widgets </li></ul></ul>
  18. 19. What are the risks? <ul><li>User generated defamation </li></ul><ul><li>Learn to let go of complete control </li></ul><ul><li>Open-minded & forward-thinking vs control </li></ul><ul><li>Users can be forgiving – many brands have made mistakes, admitted it & been forgiven </li></ul>
  19. 20. What are the risks? <ul><li>Losing traffic from your own site </li></ul><ul><li>Will anyone still visit yours? </li></ul><ul><li>Revenue / page impressions vs reputation / message </li></ul><ul><li>Offer headlines not full story </li></ul>
  20. 21. What are the risks? <ul><li>Waste resources & sacrifice quality </li></ul><ul><li>Not an appropriate route for all brands </li></ul><ul><li>Lots of social networks – which is the best one? </li></ul>
  21. 22. How & when to get involved?
  22. 23. <ul><li>NOW! </li></ul>How & when to get involved?
  23. 24. How & when to get involved? <ul><li>Add web 2.0 tools onto your site </li></ul><ul><li>Familiarise yourself with relevant social networks </li></ul><ul><li>Friends vs Fans </li></ul><ul><li>Identify the opinion formers </li></ul><ul><li>Appropriate, engaging content or widgets </li></ul>
  24. 25. Top 5 DOs and DON’Ts <ul><li>DO respond </li></ul><ul><li>DO use the medium’s strengths </li></ul><ul><li>DO target your messages appropriately </li></ul><ul><li>DO try to be useful & engaging </li></ul><ul><li>DO focus on the opinion-formers </li></ul>
  25. 26. Top 5 DOs and DON’Ts <ul><li>DON’T pretend to be something you’re not </li></ul><ul><li>DON’T try to control the dialogue </li></ul><ul><li>DON’T jump straight in </li></ul><ul><li>DON’T hesitate to seek advice </li></ul><ul><li>DON’T delay </li></ul>
  26. 27. <ul><li>Case Study: Lights Out London </li></ul>
  27. 28. Lights Out London <ul><li>When? June 21 2007 </li></ul><ul><li>What? Encourage Londoners to switch off non-essential lights for one hour </li></ul><ul><li>Why? Promote behavioural change, alter perceptions of Capital & drive tune-in & web traffic </li></ul>
  28. 29. Lights Out London: Launch
  29. 30. Lights Out London: Launch <ul><li>Registration / Sign-up </li></ul><ul><li>Member-get-member </li></ul><ul><li>Event submissions </li></ul><ul><li>Quizzes </li></ul><ul><li>Digital badges </li></ul><ul><li>Collateral </li></ul><ul><li>RSS (news) </li></ul><ul><li>Photo upload </li></ul>
  30. 31. Lights Out London: Promotion <ul><li>Targeted emails </li></ul><ul><li>Text alerts </li></ul><ul><li>SEO techniques </li></ul><ul><li>Badging </li></ul><ul><li>Online advertising </li></ul><ul><li>Online PR </li></ul><ul><li>Radio </li></ul><ul><li>Facebook </li></ul>
  31. 32. Lights Out London: Results
  32. 33. Lights Out London: Results <ul><li>10,000 registrations </li></ul><ul><li>Estimated 2 million light bulbs switched off </li></ul><ul><li>2% energy saved </li></ul><ul><li>User-generated content </li></ul><ul><li>Online coverage </li></ul>
  33. 34. Lights Out London: Results <ul><li>Facebook group: 1000+ members </li></ul>
  34. 35. Lights Out London: Results <ul><li>75,000 unique users </li></ul><ul><li>315,000 page impressions </li></ul><ul><li>On the night, seven times normal visitor numbers </li></ul><ul><li>6,000 views of special video </li></ul><ul><li>Event submissions </li></ul><ul><li>Photo uploads </li></ul><ul><li>Messages of support </li></ul>
  35. 36. Lights Out London: You Tube
  36. 37. Lights Out London: You Tube
  37. 38. Lights Out London: You Tube
  38. 39. Lights Out London: You Tube
  39. 40. Lights Out London: Flickr
  40. 41. Lights Out London: Flickr
  41. 42. Lights Out London: Flickr
  42. 43. Lights Out London: Flickr
  43. 44. Lights Out London: Online PR
  44. 45. Lights Out London: Online PR
  45. 46. Lights Out London: Online PR
  46. 47. Lights Out London: Online PR
  47. 48. Thank you [email_address] 0777 167 4422