071105 Online Pr


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This was a presenation that I gave to members of the CIPR from the West Midlands at McCann Erickson's regional office just outside Birmingham. I delivered the presentation putting especial emphasis on reputation management.

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071105 Online Pr

  1. 1. Online PR: A Primer In Reputation Management November 5 th 2007
  2. 2. Reputation Management <ul><li>What is being said about you? </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><ul><li>SERP </li></ul></ul></ul><ul><ul><ul><li>PageRank </li></ul></ul></ul><ul><ul><li>Google alerts: </li></ul></ul><ul><ul><ul><li>Ongoing monitoring </li></ul></ul></ul><ul><ul><li>Technorati : </li></ul></ul><ul><ul><ul><li>RSS-fed buzz with authority meter </li></ul></ul></ul><ul><ul><li>Yahoo! Site Explorer : </li></ul></ul><ul><ul><ul><li>Inbound links </li></ul></ul></ul>
  3. 3. Finding Online Influencers <ul><li>Ask peers, colleagues and particularly sales staff </li></ul><ul><li>Look at influencers cited in the mainstream media </li></ul><ul><li>Look at backlinks into existing web properties and competitor sites </li></ul><ul><li>Technorati, Ice Rocket </li></ul><ul><li>Google blog search </li></ul><ul><li>Look at their authority </li></ul><ul><li>‘ Found’ influencers’ blogrolls </li></ul><ul><li>A number of companies will provide their own methodology of finding the online influencers </li></ul>
  4. 4. Getting Favourable Coverage <ul><li>Values: </li></ul><ul><ul><li>Honest </li></ul></ul><ul><ul><li>Open </li></ul></ul><ul><ul><li>Transparent </li></ul></ul><ul><ul><li>Available </li></ul></ul><ul><li>Have great content </li></ul><ul><li>Provide a provocative standpoint </li></ul><ul><li>Real news or a great story </li></ul><ul><li>Narrowcast rather than broadcast </li></ul>
  5. 5. Dealing with Unfavourable Coverage <ul><li>Acknowledge salient points within the coverage </li></ul><ul><li>Offer to engage the author in person </li></ul><ul><li>Provide data points and external references for any rebuttal </li></ul><ul><li>Plan ahead to push unfavourable content down off the first 100 results on the SERPs and keep it off </li></ul>
  6. 6. IP Issues <ul><li>Give online users the opportunity to use your IP where relevant in a legitimate manner </li></ul><ul><li>Image resource library and licence </li></ul><ul><li>Outline what ‘fair use’ means </li></ul><ul><li>Be clear in plain language what your trademarks are </li></ul><ul><li>Be polite and unthreatening in your communications with offenders </li></ul><ul><li>If you are still struggling with compliance go direct to the ISP or platform owner </li></ul><ul><li>Don’t put anything in writing that you wouldn’t want to see published </li></ul>
  7. 7. O’Reilly Publishing & Web 2.0 <ul><li>CMP Media with the knowledge and approval of O’Reilly Media legaled NFP IT@Cork </li></ul><ul><li>Hue and cry break outs in the blogosphere over the course of 3 days </li></ul><ul><li>O’Reilly Media step in and pick up the phone to Tom Rafferty and agree that Rafferty can use the web 2.0 descriptor </li></ul>
  8. 8. Tools & Techniques for Online PR <ul><li>Online news sources & RSS: </li></ul><ul><ul><li>Mainstream media </li></ul></ul><ul><ul><li>Personal blogs and sites </li></ul></ul><ul><li>Business blogs </li></ul><ul><li>Podcasts and video </li></ul><ul><li>Virtual worlds </li></ul><ul><li>Social networks </li></ul><ul><li>Micro media </li></ul>
  9. 9. Online News Sources & RSS <ul><li>Mainstream media: </li></ul><ul><ul><li>Modify existing PR approach to match the new media that the organisation is using </li></ul></ul><ul><ul><li>Expect more fluid deadlines </li></ul></ul><ul><ul><li>Do offer exclusives </li></ul></ul><ul><ul><li>Only think about stories in an appropriate media </li></ul></ul><ul><li>Personal bloggers: </li></ul><ul><ul><li>Engage10-20 carefully picked blogs </li></ul></ul><ul><ul><li>Read these blogs </li></ul></ul><ul><ul><li>Plan ahead: establish relationships by commenting on their blogs and linking to them </li></ul></ul><ul><ul><li>Don’t pitch them </li></ul></ul><ul><ul><li>Remember this isn’t likely to be their full-time job </li></ul></ul><ul><ul><li>Be inclusive </li></ul></ul><ul><ul><li>Make allowances on etiquette </li></ul></ul>
  10. 10. Personal Blogs & Sites <ul><li>You already probably have staff who blog: </li></ul><ul><ul><li>Empower them by putting together a set of blogging guidelines: </li></ul></ul><ul><ul><ul><li>Covers in simple language the obligations they have under their contract of employment </li></ul></ul></ul><ul><ul><ul><li>Good etiquette </li></ul></ul></ul><ul><ul><ul><li>Conveyed in a tone-of-voice that fits with the company </li></ul></ul></ul><ul><ul><li>See if you have any product or industry mavens </li></ul></ul><ul><ul><li>Think about whether you want to provide them with a blogging platform </li></ul></ul>
  11. 11. Business Blogs <ul><li>Don’t start a blog without a commitment to maintaining it </li></ul><ul><li>Do have an understanding of the target audience and how they interact online </li></ul><ul><li>Think about the tone of voice </li></ul>
  12. 12. Podcasts & Video <ul><li>Tends to be one-way rather than two-way communications </li></ul><ul><li>Dynamic delivery </li></ul><ul><li>Audio is portable and flexible to consume </li></ul><ul><li>Video requires captive attention – need to be respectful of the audiences time </li></ul><ul><li>Content needs to be: original, interesting, humourous </li></ul><ul><li>Two’s company – have a sidekick </li></ul><ul><li>Succinct </li></ul>Curtis Audio blogs Q&A interviews Executive speeches Panel discussions Storytelling Self-guided product tour Online learning
  13. 13. Virtual Worlds <ul><li>Virtual worlds, like all communities, have rules </li></ul><ul><li>Activities within the community need to respect the rules </li></ul><ul><li>Pick a community that your brand will fit in with and work with in the long term </li></ul><ul><li>The most important thing is to think about engagement rather than generating coverage </li></ul>
  14. 14. Social Networks <ul><li>Think about your target group: </li></ul><ul><ul><li>Their motivations </li></ul></ul><ul><ul><li>Their location </li></ul></ul><ul><ul><li>Where they are in their life </li></ul></ul><ul><ul><li>Be respectful of their personal space </li></ul></ul><ul><ul><li>Think about how you can add value </li></ul></ul><ul><ul><li>How do you engage beyond becoming a friend </li></ul></ul>
  15. 16. Micro media <ul><li>Is what it says it is </li></ul><ul><li>Not all communications needs to be long form: SMS </li></ul><ul><li>Address cards </li></ul><ul><li>Short messages </li></ul>
  16. 17. Maximise the Reach of Press Releases <ul><li>Brevity </li></ul><ul><li>Hyperlinks </li></ul><ul><li>Supporting content </li></ul><ul><li>RSS feeds (think about the licence on the feeds) </li></ul><ul><li>Facilitate bookmarking and ‘curated’ web services: </li></ul><ul><ul><li>Distribution </li></ul></ul><ul><ul><li>Newswires (vertical and general) </li></ul></ul><ul><ul><li>Company blog inbound links </li></ul></ul>
  17. 18. Using PR to Achieve Search Traffic
  18. 19. Stakeholders (human & machine) <ul><li>Search as the gateway to the web </li></ul><ul><li>A reputation engine </li></ul><ul><li>Stakeholders: </li></ul><ul><ul><li>General public </li></ul></ul><ul><ul><li>Shareholders </li></ul></ul><ul><ul><li>Peers </li></ul></ul><ul><ul><li>Prospective clients </li></ul></ul><ul><ul><li>Prospective employees </li></ul></ul><ul><ul><li>Regulators </li></ul></ul><ul><ul><li>Pressure groups and NGOs </li></ul></ul>
  19. 21. How Algorithmic Search Works <ul><li>Content acquisition </li></ul><ul><ul><li>Visits webpage, reads it, and crawls links to other pages up to 4 layers deep within the website </li></ul></ul><ul><ul><li>Consumes RSS feeds that highlight new content and links </li></ul></ul><ul><ul><li>Crawls a site map (sitemap.xml) </li></ul></ul><ul><ul><li>Directories (DMOZ, Yahoo! Directory) </li></ul></ul><ul><li>Index web pages </li></ul><ul><ul><li>Everything the spider finds is saved in the search engine’s index </li></ul></ul><ul><li>Algorithmic categorisation: sorts through the Index and returns results based on mathematical calculations </li></ul><ul><ul><li>Spam scoring </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>freshness </li></ul></ul><ul><ul><li>Topological relationship to other sites </li></ul></ul><ul><ul><li>Appropriate for vertical search? </li></ul></ul>
  20. 22. Searching the Long Tail Google, Live.com, Yahoo! and Ask algorithmic search Social Search Bookmarking Services Q&A services Trusted web Local search Maps Yellow Pages Mobile search Comparison shopping Mainstream Esoteric Vertical search (Google Scholar, Krugle, Scirus etc) Recommendations (Last.fm, Yahoo! Music)
  21. 23. PR Agency PR AND SEARCH Three Scenarios for Search and PR TRANSACTIONAL Specialists SEM/SEO <ul><li>Traditional direct-response online marketing work </li></ul><ul><li>Direct response </li></ul><ul><li>Highly measurable </li></ul><ul><li>Very quantitative </li></ul><ul><li>Specialist field </li></ul><ul><li>Content: relevance, freshness </li></ul><ul><li>and quality </li></ul><ul><li>Provision for trusted web services </li></ul><ul><li>(digg, del.icio.us) </li></ul><ul><li>SEO for corporate and product </li></ul><ul><li>websites through collection of </li></ul><ul><li>inlinks </li></ul>BRAND Content creation / Bookmarking SEO REPUTATION Trusted advisor SEM Content creation SEO <ul><li>Purchase ad spots to drive consumers to company site to communicate clients’ side of the story </li></ul><ul><li>Create content to flush ‘bad coverage’ off the first search page </li></ul><ul><li>SEO to maintain position </li></ul>
  22. 24. Bibliography / Useful Links <ul><li>The Cluetrain Manifesto </li></ul><ul><li>Collected papers and essays by danah boyd </li></ul><ul><li>Guidelines on social media by CIPR </li></ul><ul><li>Notre Dame University: Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi </li></ul><ul><li>Yodel Anecdotal blog by Yahoo! Inc </li></ul><ul><li>The Thought Kitchen blog by Nau </li></ul><ul><li>Daily Thoughts by Innocent Drinks </li></ul><ul><li>SHIFT Communications social media release template </li></ul><ul><li>Official Google Blog </li></ul><ul><li>Micropersuasion by Steve Rubel </li></ul><ul><li>Fastlane blog by GM </li></ul><ul><li>http://www.e-consultancy.com/publications/cipr/ </li></ul>