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Public Relations In The New World Of Distributed Influence


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This session will focus on the new realities of public relations in the emerging bottom-up world. The assumption is that influence patterns are changing and that individual experts, using various online tools of expression, are increasingly defining the business agenda and the priorities for mainstream media. We look at how to interact with these people - most of whom who don't meet the traditional media profile - how to optimize their influence and audiences and how to measure results.

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Public Relations In The New World Of Distributed Influence

  1. 1. Public Relations In The New World Of Distributed Influence Paul Gillin QUALCOMM November 9, 2009
  2. 2. <ul><li>Discussion Forums – Tactical but impersonal </li></ul><ul><li>Blogs – The online equivalent to speaking </li></ul><ul><li>Microblogs – Short, fast and shallow </li></ul><ul><li>Podcasts – Depth but no interactivity </li></ul><ul><li>Social Networks – Listening posts </li></ul><ul><li>Social Bookmarking – Human-powered search </li></ul><ul><li>Online Video – Be remarkable, be quick </li></ul><ul><li>Search Engines – Optimize for them </li></ul>
  3. 3. Choosing Tools Blog Podcast Video Social Network Private community Review engine Virtual world Build community ☻ ☻ ☻ ☻ ☻ ☻ Counter negativity ☻ ☻ ☻ ☻ Crisis management ☻ ☻ ☻ ☻ ☻ ☻ Customer conversation ☻ ☻ ☻ ☻ Expose employee talent ☻ ☻ ☻ ☻ ☻ Generate web traffic ☻ ☻ ☻ Humanize the company ☻ ☻ ☻ ☻ ☻ Market research ☻ ☻ ☻ ☻ ☻ Media relations ☻ ☻ ☻ ☻ ☻ Generate new product ideas ☻ ☻ ☻ ☻ ☻ Product promotion ☻ ☻ ☻ ☻ ☻ ☻ Customer service ☻ ☻ ☻ ☻ Customer feedback ☻ ☻ ☻ Frand advocates ☻ ☻ ☻ ☻ ☻ Sales leads ☻ ☻ ☻ ☻ ☻ ☻
  4. 4. Source: Brian Solis
  5. 5. Start by Listening
  6. 8. Bookmarking and RSS Social Media Search Professional networks
  7. 9. Influencer Relations
  8. 10. Source: Barbara French
  9. 11. Look for authority and fans This one looks promising
  10. 12. Fans share passion Tag cloud shows interests
  11. 13. Blogroll leads to relevant sites So does commentary
  12. 14. And on her blogroll we find… Which takes us to…
  13. 15. Among its active contributors is Reba Haas Who turns out to be quite active…
  14. 16. Reba is an influencer!
  15. 17. Tags voip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone
  16. 19. “ Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.” <ul><li>10 Influential bloggers tapped for one-year campaign </li></ul><ul><li>Participate in events and provide feedback on Intel’s marketing activities </li></ul><ul><li>Rewarded with access to key Intel information and executives </li></ul>
  17. 20. Blog: The Swiss Army Knife of Social Media
  18. 21. <ul><li>Cheap and easy to create and update </li></ul><ul><li>Have distinct personal voice </li></ul><ul><li>Can quickly build traffic through reciprocal links </li></ul><ul><li>Excellent search engine performance </li></ul><ul><li>Modest revenue opportunity </li></ul><ul><li>Simple way to keep notes </li></ul>
  19. 22. <ul><li>CEO </li></ul>
  20. 23. <ul><li>Employee </li></ul>
  21. 24. Group
  22. 25. <ul><li>Advocacy </li></ul>
  23. 26. <ul><li>Promotional </li></ul>
  24. 27. <ul><li>Advisory </li></ul>
  25. 28. <ul><li>A clear, preferably narrow focus </li></ul><ul><li>Frequent updates </li></ul><ul><li>Mix of short, long, light, heavy content </li></ul><ul><li>Aggressive links to other bloggers </li></ul><ul><li>Comments and trackbacks </li></ul><ul><li>Mixed media </li></ul><ul><li>Educate and discover </li></ul><ul><li>Personality </li></ul><ul><li>Prompt for comments </li></ul>
  26. 29. <ul><li>Read mainstream media and other bloggers and comment upon them </li></ul><ul><li>Frame events in a new context that reflects your analysis </li></ul><ul><li>Be offbeat and original </li></ul><ul><li>Packaging works: top 10 lists, predictions, best & worst, quick hits </li></ul>
  27. 30. Bill Hill, Microsoft
  28. 31. “ The Gurus are the cornerstone of Clickable’s marketing strategy. Clickable's community program, led by the Gurus, now directly generates at least 50% of all new leads and customers and 400% more in new monthly advertising spend versus a year ago.”
  29. 33. Microblogging
  30. 35. 1.7 million followers 1.2 million followers 1.1 million followers 980,000 followers 473,000 followers
  31. 36. <ul><li>Twitter can promote all your other SM activities </li></ul><ul><li>Share broad range of information </li></ul><ul><li>Make it personal </li></ul><ul><li>Be remarkable </li></ul><ul><li>Mix it up </li></ul><ul><li>Respond and retweet </li></ul><ul><li>Coordinate with others in your organization </li></ul><ul><li>Repeat important messages </li></ul><ul><li>Link! </li></ul>
  32. 37. Promoting Your Content
  33. 38. Begins as a tweet Becomes a blog entry Feeds a podcast Stokes a white paper That gets tweeted!
  34. 39. 32 million members 300 million members 44 million members 1 billion daily views 6 million daily visitors 50 million members 10 million members 1 million daily visitors 1.5 million daily visitors
  35. 41. Then RSS enables automatic syndication to any computer that accepts RSS feeds. It’s free, automatic distribution. Now Server User Search
  36. 42. Facebook & LinkedIn
  37. 43. Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
  38. 44. Tweets Blog entries Conversation
  39. 45. <ul><li>Great way to connect enthusiasts to each other </li></ul><ul><li>Can be about any topic </li></ul><ul><li>99% are dead; they require care and feeding </li></ul><ul><li>Can be restricted or open </li></ul><ul><li>Can be visible or invisible to search engines </li></ul><ul><li>Admins have permission to message members </li></ul>
  40. 46. Facebook Fans Announcements Mailing List Repurpose media Feedback/testing
  41. 47. Profiles are essential Efficient contact management Recommendations cement relationships
  42. 48. Advice is social capital Company research Six degrees of connection
  43. 49. Research Groups Expertise Syndication
  44. 51. <ul><li>Traffic – unique visitors vs. page views </li></ul><ul><li>Technorati rankings </li></ul><ul><li>RSS subscriptions </li></ul><ul><li>Google linkto: and allinanchor: </li></ul><ul><li> and Technorati tags </li></ul><ul><li>Trackbacks </li></ul><ul><li>, Xinu, Compete, Alexa, etc. </li></ul><ul><li>Not to mention… </li></ul><ul><li>Search engine rank </li></ul><ul><li>Social bookmark activity </li></ul><ul><li>Comments on your site and others </li></ul><ul><li>Inbound links </li></ul><ul><li>Blog mentions </li></ul><ul><li>Discussion group posts </li></ul><ul><li>Social network membership </li></ul><ul><li>Bloglines or Blogpulse rankings </li></ul><ul><li>Mainstream media references </li></ul><ul><li>Referral links </li></ul><ul><li>Search engine results </li></ul><ul><li>Positive/negative sentiment analysis </li></ul><ul><li>Video viewership </li></ul><ul><li>Mashups </li></ul><ul><li>Copycat or parody videos </li></ul><ul><li>Contest entries </li></ul>
  45. 52. Paul Gillin 508-656-0734 [email_address] Twitter: pgillin Available on Amazon or from Available on Amazon or from Subscribe to my free weekly newsletter at