090624 - Public sector training

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Presentation that I gave to a range of public sector employees

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090624 - Public sector training

  1. 1. HoW TO USE SOCIAL WEB IN YOUR PUBLIC RELATIONS & MARKETING <br />
  2. 2. What we will cover today<br /><ul><li>Online – definition
  3. 3. Impact of Web 2.0 on PR – consumers, media and stakeholders
  4. 4. How to develop an online mar.coms strategy:</li></ul>Auditing and monitoring the online environment<br />Tools, tactics, targets and teams<br />Measurement<br /><ul><li>Detailed review of the Online mar.coms toolbox
  5. 5. Online reputation management
  6. 6. Bringing your issues to the table</li></ul>2<br />
  7. 7. Who, what, why?<br />A quick introduction, where you’re from and what you are looking to get out of today<br />|13 January 2008<br />|Trainer/s: AN Other, Job title and company<br />|3<br />
  8. 8. Who on earth am I?<br />
  9. 9. Or as my girlfriend sees me…<br />5<br />
  10. 10. Online mar.coms– the reality<br /><ul><li>It doesn’t require a big step change
  11. 11. Just understanding of basic principles
  12. 12. Knowing who can support you internally and externally (sense check tools, select external technology providers, metrics etc)
  13. 13. ID’ing your/your clients’ comfort zones
  14. 14. Small steps to achieve your/their PR objectives
  15. 15. Selecting correct tools and techniques for the job
  16. 16. Testing, measuring and refining</li></ul>6<br />
  17. 17. Online mar.coms ownership<br />Currently falls between digital marketing, SEO, customer services and PR for most orgs<br /><ul><li>Technology and jargon
  18. 18. PR runs the risk of being defined by its channels
  19. 19. Lack of resources, support and training from traditional marketing bodies CIM/ CIPR/PRCA etc
  20. 20. Other digital marketing disciplines filling online skills chasm
  21. 21. Varies who has ‘brand permission’ in the online space</li></ul>7<br />
  22. 22. There are 3 categories of Online Mar.coms<br />Monitor/<br />Map/Research<br />Promotional<br />Defensive <br />Underpinned by<br />Honesty<br />Transparency<br />Rapid response<br />Process<br />Integration<br /> Flexibility <br />8<br />
  23. 23. Papa’s got a brand new mar.coms bag<br />Online surveytorials<br />Search Engine Optimised Releases<br />Advertorials<br />Press release distribution<br />Competitions<br />Online media relations<br />Surveys<br />Tagged photography<br />Press releases<br />Online surveys<br />Webcasts<br />Social media releases<br />TV interviews<br />Media relations<br />Skypecasts<br />Online Reputation Management<br />Radio interviews<br />Webchats<br />Mashups<br />Internet radio<br />Photography<br />Podcasts/Vodcasts<br />Virtual World events<br />Microblogs<br />Audio features<br />Investor relations<br />White papers<br />Guerrilla activity<br />Stunts<br />RSS feeds<br />Widgets<br />Social network APIs<br />Search Engine Optimised brand<br /> publications<br />Folksonomies<br />Newsletters<br />Online monitoring<br />VNR<br />Brand publications<br />WIKI’s<br />Internal communications<br />Interviews<br />Corporate/Brand blogs<br />Internal blogs<br />Events<br />Forums/Boards/Comments<br />Stakeholder relations<br />Brand ambassador activity<br />Crisis Management<br />Dark blogs<br />Stunts<br />Infographics<br />Stakeholder mapping<br />Conferences<br />Press briefings<br />Press trips<br />Social Search<br />Viral<br />Product launches<br />Social Tagging<br />Social Networking<br />Social Networking events<br />Crowdsourcing<br />Social Bookmarking<br />9<br />Online media centres<br />Blogger relations<br />Reputation Management<br />
  24. 24. It’s A World Of Change, Isn’t It?<br /><ul><li>The tenets of strategy are the same as they have been for the past 3,000 years
  25. 25. Clients are still ultimately measured on the performance of their business
  26. 26. We still communicate with people ultimately in mind to be influenced
  27. 27. It has never been cheaper or easier to produce content
  28. 28. Clients can disintermediate the media and communicate directly with their audiences
  29. 29. Audiences can easily communicate with each other on a large scale
  30. 30. We have new media vehicles
  31. 31. The news cycle lasts longer – online news sources act like an echo chamber</li></li></ul><li>A change in emphasis….<br />Traditional marketing efforts<br /><ul><li>Core contacts and networks
  32. 32. Well-defined channels
  33. 33. Generic communications materials
  34. 34. Structured
  35. 35. Media vehicles required
  36. 36. Key influencers= journalists, analysts etc
  37. 37. ROI difficult to measure</li></ul>Online mar.coms<br /><ul><li>Larger networks changing rapidly
  38. 38. Tailored materials
  39. 39. Conversational
  40. 40. Disintermediation
  41. 41. Key influencers: context dependent
  42. 42. ROI easier to measure</li></ul>|11<br />
  43. 43. The golden rule<br />“People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod<br />|13 January 2008<br />|Trainer/s: AN Other, Job title and company<br />|12<br />
  44. 44. Golden rule two<br />UTILITY<br />
  45. 45. Fundamentals of online<br /><ul><li>Understand how networked audiences work
  46. 46. Map online environment to gain intelligence before planning begins
  47. 47. Flexible and tailored communications
  48. 48. Integrate with other marketing disciplines and other PR channels
  49. 49. Be meaningful – messages with intent and purpose, not spin
  50. 50. Measure and learn
  51. 51. Agree organisational ownership and chain of command – Internal PR teams, digital marketers, external agencies/specialists, combination?</li></li></ul><li>Changing behaviours<br />|15<br />
  52. 52. Fragmented media landscape<br />
  53. 53. UK consumer media consumption<br />Share of media time% of media time for all internet users<br />Weekdays<br /><ul><li>37.2 million UK internet users
  54. 54. 61% population
  55. 55. 54.6% of UK households have broadband</li></ul>Sundays<br />Saturdays<br />Source: BMRB Internet Monitor<br /> Base: All Internet users aged 15+ <br />17<br />
  56. 56. Sub-groups on the net<br />
  57. 57. 19<br />
  58. 58. Top 10 social networks <br />Source: comScore World Metrix, (Global Home, Work) June 2007<br />
  59. 59. Social Media is growing fast<br />
  60. 60. The User Generated Content pyramid<br />1% Creators – initiate conversation<br />10% Synthesisers – respond/filter<br />89% Consumers – read/recommendand use other WOM channels<br />22<br />
  61. 61. FINANCIAL TIMES<br />DAILY TELEGRAPH<br />ECONOMIST<br />LOADED<br />GUARDIAN<br />VOGUE<br />BBC<br />MEGASTAR<br /> BLOGGERS - SOCIAL NETWORKING USER GROUPS - FORUMS - WIKIS - PHOTOS CONSUMER-GENERATED CONTENT<br />
  62. 62. Dissemination of information<br />
  63. 63. Media 2.0<br />Weekly and monthly publications are left behind:<br />Wired is still a monthly magazine but also publishes a plethora of content every day<br />Sections are user-generated such as Found: ‘Artifacts from the Future’<br />Daily publications now publish several times a day through different media:<br />The Times is one of the largest audio content providers in the UK media<br />The news cycle lasts longer – online news sources act like an echo chamber:<br />The most linked-to site by English speaking blogs is the New York Times online, the Guardian is close behind it<br />
  64. 64. Future of news<br />|26<br />
  65. 65. From hard copy to multimedia news<br />FROM<br />TO<br /><ul><li>Most popular stories dictate tomorrow’s print headlines
  66. 66. 47 staff blogs
  67. 67. Telegraph TV – web TV channel
  68. 68. Podcasts
  69. 69. A4 size print your own paper Telegraphpm
  70. 70. Comments on every story
  71. 71. My Telegraph personal news portal, personal blog space and social network</li></ul>27<br />
  72. 72. News - reach<br /><ul><li>One in 24 UK internet visits went to a news and media site. BBC accounted for 15.45% of these visits Source: Hitwise May 2007
  73. 73. UK Guardian 29.8 m unique users Source: ABCe Jan 2009
  74. 74. 22.8 m for Daily Mail (2.3m for paper) Source: ABCe Jan 2009
  75. 75. 22.8 m for Times Online Source: ABCe Jan 2009
  76. 76. 21.9 m for The Sun (<3 million for paper) Source: ABCe Jan 2009
  77. 77. 25.9 m for The Telegraph Source: ABCe Jan 2009
  78. 78. 6.7m for Mirror.co.uk Source: ABCe Jan 2009
  79. 79. 10.2 m for The Independent Source: ABCe Jan 2009
  80. 80. 160 branded quality news sites in UK alone
  81. 81. 50+ respected newswires</li></li></ul><li>Lazy online engagement <br />Chris Anderson blocks unsolicited PR <br />Tom Coates and the PRostitutes<br />“SSPR please stop spamming <br />Bloggers”<br />
  82. 82.
  83. 83. Virgin Atlantic case study<br />Oli Beale, a copywriter with WCRS wrote to Virgin Atlantic about his experience on their flight. <br />His letter was shared on the internet as one of the funniest complaints letters ever<br />
  84. 84. Virgin Atlantic case study continued<br />Virgin aftermath:<br />912 references on Technorati<br />Coverage in all the major national newspapers<br />Front page on Yahoo! UK for two days<br />Source: Technorati<br />
  85. 85. In case you thought it was just business that got it wrong…<br /><ul><li>Different British police forces crackdowns on amateur photographers getting worldwide attention
  86. 86. Online blogs continue debate over Baby P debacle
  87. 87. Insider exposes like NHS Doctor provide an insightful critical look
  88. 88. Facebook group on local issues
  89. 89. Baby P Facebook groups</li></li></ul><li>It doesn’t have to be this way<br />|13 January 2008<br />|Trainer/s: AN Other, Job title and company<br />|34<br />
  90. 90. 35<br />
  91. 91. JetBlue case study<br />Valentines Day 2007: <br />130,000 customers trapped in bad weather conditions<br />JetBlue fliers were trapped on the runway at JFK for hours, many ultimately delayed by days<br />Only 17 of JetBlue&apos;s 156 scheduled departures left JFK<br />What JetBlue did<br />Communicated directly with its audiences<br />Admitted that things had gone wrong<br />Explained what had gone wrong<br />Explained what they were going to do about it<br />
  92. 92. PRagmatic approach required<br /><ul><li>Embrace and understand the environment
  93. 93. Understand the audience and how influence works online
  94. 94. Understand how traditional media is changing
  95. 95. Knowledge share – workgroups, trend spotters etc
  96. 96. Get over the ‘technology’ hurdle - use the tools personally to discover PR uses and how to make your job easier
  97. 97. It will take time
  98. 98. You may make mistakes on the way</li></li></ul><li>Reach <br />Traditional Media<br />Nationals<br />Online Media<br />Trades<br />Niche sites<br />Citizen sites<br />Media websites<br />Blogs<br />Long tail PR thinking<br />Reaching millions<br />Reaching Billions<br />Source: Immediate Future, June 2006<br />
  99. 99. Working towards a strategy<br />|13 January 2008<br />|Trainer/s: AN Other, Job title and company<br />|39<br />
  100. 100. Strategic approach<br />Implement<br />Measure Impact, Learn & Identify Opportunity<br />Plan (integrate online and offline thinking)<br />Audience research<br />Client business and brand analysis<br />Business environment<br /><ul><li>Understand the client environment and marketplace
  101. 101. Recognize how the world of communications is changing
  102. 102. Understand how the audiences relate to the brand
  103. 103. Understand how they relate to each other and the world around them
  104. 104. How and where to reach them, what are the rules of the community?
  105. 105. Assess client’s business situation
  106. 106. Diagnose communications fitness
  107. 107. Design integrated Influence Plan that combines traditional and new channels
  108. 108. Incorporate broad objectives
  109. 109. Define your story
  110. 110. Apply your story to relevant outlets
  111. 111. Story development
  112. 112. Media relations
  113. 113. Analyst relations
  114. 114. Online influencers
  115. 115. Digital Storytelling
  116. 116. Social networking
  117. 117. Site design
  118. 118. Online promotions/ viral
  119. 119. Blogging/ podcasting
  120. 120. Virtual events
  121. 121. Mapping
  122. 122. Online / offline impact & cross-linking
  123. 123. Quantitative & qualitative reach
  124. 124. Campaign performance
  125. 125. Business impact
  126. 126. Web analytics</li></li></ul><li>Monitoring<br />|13 January 2008<br />|Trainer/s: AN Other, Job title and company<br />|41<br />
  127. 127. Why?<br /><ul><li> ID core stakeholders and influencers outside of traditional media/contact lists
  128. 128. ID where conversations happening and WOM networks of influence on the web and offline
  129. 129. ID existing/emerging conversations and trends relevant to your organisation, brand, industry, key staff etc
  130. 130. ID which traditional media online rank highly in SEO terms
  131. 131. Market research, message auditing, pre-crisis and strategic planning, leaks
  132. 132. To help plan proactive PR and social media strategy
  133. 133. Traditional PR databases/tools (e.g. Mediadisk, Editors, Vocus) fall short
  134. 134. Beyond journalists - ‘Normal’ people can be influencers
  135. 135. ‘Reputation Insurance’ – Masterfoods
  136. 136. Mapping techniques can be used for finding and tracking proactive coverage</li></li></ul><li>Mapping<br /><ul><li>Reputation monitoring software suppliers, specialists and agencies (over 150 specialist suppliers out there)
  137. 137. Free tools plus your own internal data (e.g. Web analytics)
  138. 138. No one solution best – until Google develops ‘Trends’
  139. 139. None fully automated – human analysis/filtering required – an evolving industry
  140. 140. Can be costly, so vital to plan: What information is most useful
  141. 141. Presenting to strategy planners – visual models, Wikis, databases etc
  142. 142. How to share and maintain information across teams and external agencies</li></li></ul><li>Key words<br />ID primary keywords - Organisation, brands, spokespeople, initiatives, affiliate organisations, known brand detractors, ‘competitors’<br /><ul><li>Brainstorm internally and use clients’ internal departmental data and external agency data
  143. 143. Keyword tools: Google Wordtracker
  144. 144. Web analytics - Your analytics should show your referring key-words and phrases
  145. 145. Analyse web log files
  146. 146. PPC Campaigns
  147. 147. Online research tools: Hitwise, Comscore and NNR</li></li></ul><li>Search engines<br />Still thinking about key words:<br /><ul><li>Search engines – Google, Yahoo, Live, Ask etc
  148. 148. Check inbound links to your sites via Google: Link:www.yourdomain.com
  149. 149. And Yahoo: Linkdomain:yourdomain.com
  150. 150. Yahoo! Site Explorer
  151. 151. Make sense of what you find
  152. 152. Organic search and PPC results for each keyword
  153. 153. Google page rank
  154. 154. Review source and establish their link community and who they influence
  155. 155. Establish whether target for PR, link, partnership or monitoring
  156. 156. Issue cluster
  157. 157. Contact details
  158. 158. Search ranking against key words</li></li></ul><li>46<br />Professional tools and services<br />Source: Magpie - Brandwatch<br />Source: Onalytica<br />Source: Networksense Mapping - icrossing<br />Source: WexView - Waggener Edstrom <br />
  159. 159. 47<br />Homebrew<br />Source: Michelle Goodall<br />
  160. 160. Social media measurement tools<br />Blog search engines<br /><ul><li> Technorati
  161. 161. Blogpulse
  162. 162. Google blog search
  163. 163. Quarkbase
  164. 164. Addictomatic</li></ul>Make sense of what you find<br /><ul><li>Who links to them or cites blog posts – especially traditional media
  165. 165. RSS subscribers
  166. 166. Debate analysis – topics and brand/org share of voice
  167. 167. Sentiment analysis – positive, negative, neutral
  168. 168. Potential target for PR, link, partnership or monitoring target
  169. 169. Issues cluster</li></li></ul><li>Alerts<br /><ul><li>Google alerts
  170. 170. Yahoo news alerts
  171. 171. Review and define source
  172. 172. See relevant section – blogs, social networks and forums, video and photo UGC etc </li></li></ul><li>Social networks & forums<br />Consider niche, local sites and verticals, e.g. Teaching – TeacherTube, UK Teachers Forums, <br /><ul><li> Use social network engines to find them
  173. 173. Facebook, MySpace, LinkedIn, Bebo, Ning etc</li></ul>Review source and establish influencer ranking<br /><ul><li>Who links to them or cites conversations – especially traditional media
  174. 174. Debate analysis – topics, brand/org share of voice
  175. 175. Sentiment analysis – positive, negative, neutral
  176. 176. Issues cluster</li></li></ul><li>UGC: video and photos<br />
  177. 177. The curated web<br />
  178. 178. Microblogging<br />Microblogs - Twitter<br /><ul><li> If you have an account set up you can track for keywords
  179. 179. Twitter Search
  180. 180. Twilerts via email
  181. 181. #Hashtags</li></ul>Picture by foxypar4<br />
  182. 182. Stitching it all together<br />
  183. 183. Influence<br />Popularity vs influence<br /><ul><li>Popular stakeholders of an issue influence many. But those they influence may not themselves be influential, e.g.. Jodie Marsh - bullying
  184. 184. Influential stakeholders impact those who matter, directly and/or indirectly, e.g.. Demos on social policy</li></ul>Source: Onalytica<br />
  185. 185. Promotional tactics<br />|13 January 2008<br />|Trainer/s: AN Other, Job title and company<br />|56<br />
  186. 186. Measurement & evaluation<br />What gets measured gets done<br />Be careful what you measure<br /><ul><li> Evolving web analytics area, especially buzz and sentiment analysis
  187. 187. Speak to your/your clients web analytics team to see what can be measured
  188. 188. Test and learn
  189. 189. Think about engagement as well as reach
  190. 190. Think about ROI</li></ul>Picture by calloohcallay<br />
  191. 191. Online media & press centres<br />Plan to develop an online media centre? Establish PR objectives with developers<br /><ul><li> Argument for transparent information for consumers and journalists – no log-in
  192. 192. Needs to be:
  193. 193. Accessible and easy to navigate
  194. 194. Search function for images, text and video – ability to tag all media content when adding for Universal Search
  195. 195. Searchable archives
  196. 196. RSS
  197. 197. Social bookmarking
  198. 198. Search Engine Optimised releases and media content
  199. 199. Social media release</li></li></ul><li>SEO press releases<br />ID primary keywords/phrases relevant to release content and add:<br /> In the release headline<br /> Once in the sub-header (if applicable)<br /> In the first paragraph – keyword density in body text&lt;10%<br /> Also use in alt tag of associated images<br /> At least once in the meta description tag<br /> Once on the URL of the page<br /> Embed links to optimised and relevant content pages on your website<br /> Add release to online media centre, put on posting sites – does not replace ‘sell in’<br /> Must be well written …read and judged by people not just search engine spiders!<br /> Measure and track response and feedback into process<br /> Old materials can be re-optimised<br />
  200. 200. Online media relations<br /><ul><li>Most obvious element of online PR - rarely executed well
  201. 201. PROs ‘tick the online media box’ or use wires and posting sites
  202. 202. Perception online coverage less valuable
  203. 203. Reality - reach is huge!
  204. 204. Negative as well as positive coverage stays online for a long time - affects SEO
  205. 205. Measurable – e.g. unique users/view, referral clickthroughs, blog citations, SEO position, outcomes from traffic generated by referral URL
  206. 206. Get it right, measure it and watch client perceptions change rapidly
  207. 207. You will have ID’d key targets through monitoring process
  208. 208. Share learnings between teams</li></li></ul><li>Corporate blog<br />3 things that blog readers demand – compelling content, freshness and interactivity<br /><ul><li>Develop simple policy guidelines for staff and ‘conversationalists’
  209. 209. Get the tone right and expect it to develop over time
  210. 210. Post regularly
  211. 211. Designate editors
  212. 212. Be authentic and honest – your thoughts about ghosting?
  213. 213. Allow comments – it’s a blog!
  214. 214. Link liberally and engage with the blogosphere</li></li></ul><li>Social currency and social objects<br />|13 January 2008<br />|Trainer/s: AN Other, Job title and company<br />|62<br />
  215. 215. Identifying your social currency and social objects<br />63<br />
  216. 216. Levels of online engagement<br /><ul><li>Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues
  217. 217. Low-level engagement: as Monitoring plus response-led online presence
  218. 218. High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities</li></ul>Picture by cmcbrown<br />
  219. 219. Blog relations<br /><ul><li>Read and listen – tonality, attitude to brands and orgs etc
  220. 220. Develop a conversation and participate
  221. 221. Be open
  222. 222. Soft sell
  223. 223. Supplement with promotional tactics
  224. 224. Use experts and enthusiasts
  225. 225. Provide creative and relevant ‘blog fodder’ or ‘social currency’
  226. 226. Don’t be afraid of losing some message control </li></li></ul><li>Social Networks<br />The best known forms of social software<br />Think about your target group:<br />Their motivations<br />Their location<br />Where they are in their life<br />Be respectful of their personal space<br />Think about how you can add value<br />How do you engage beyond becoming a friend<br />
  227. 227. Social Networks<br /><ul><li>Similar to blogs, ‘friends’ demand useful content, interactivity and kudos
  228. 228. Time intensive - develop editorial team and simple policy guidelines for staff and ‘conversationalists’
  229. 229. Each network has different tools and audience – What works for Bebo-ers might not for Facebook-ers
  230. 230. Provide regular challenges
  231. 231. Rank and reward creativity and talent
  232. 232. Amplify content the network creates
  233. 233. Set project timelines and communicate this to ‘fans’</li></li></ul><li>Social Networks<br />Listen, listen, listen<br />Social networks are really good for audience segmentation<br />Are you providing something that would be found useful by your audience, or what you want to tell them?<br />If you aren’t relevant, what can you as an organisation do differently, rather than using a different channel for the same old, same old?<br />
  234. 234. Crowdsourcing<br /><ul><li>Open call to ‘public’ to solve a problem and collaborate to help achieve a goal
  235. 235. Final solution is usually agreed by the participating crowd
  236. 236. Rewards often Whuffie
  237. 237. Many potential applications for PR
  238. 238. Idea generation and filtering
  239. 239. Tasks being carried out
  240. 240. Time intensive, lack of message control, multi-territory legal and IP restrictions are issues</li></li></ul><li>Forums & BBS<br />Depending on brand between 40% - 85% of UK user comment on forums, bulletin boards etc<br /> But, a definite shift towards blogs and other forms of social media<br /> Monitor environment, identify and learn from comments<br /> Same rules as blog relations<br /> Do not recommend a ‘covert’ approach or seeding comments<br /> But, opportunity to respond to negative comments and improve level of conversation<br /> In majority of cases, forums self-regulate but occasionally you may need to post…<br />
  241. 241. 71<br />Curated Web<br />
  242. 242. Video and podcasts<br />Easy cost effective to make and host compelling podcasts and video <br />Blogs and social network users happy to link to good, relevant content <br /> Must be strategic about driving consumers to it and measuring impact<br />Opportunities for PR:<br /><ul><li> Create blog and social network fodder or content for debate/mashups/viral
  243. 243. Use celebrity broadcast time to create exclusive video and audio content
  244. 244. Audio/visual media releases – brings story to life
  245. 245. Brand or campaign channels in Youtube, MySpace etc</li></li></ul><li>Wikis<br />
  246. 246. Viral<br /><ul><li>Audience (demographics, psychographics, geography, available technology)
  247. 247. Tonality
  248. 248. Brand credibility – can you talk to an audience in this way
  249. 249. Viral motivators – humour, self interest, sex, topicality, extreme behaviour, charity
  250. 250. Simplicity – best are often the simplest ideas
  251. 251. What is the utility?
  252. 252. Highly commercial channel – few getting it right
  253. 253. Social media creating own viral effect
  254. 254. Cost effective?
  255. 255. Never guaranteed
  256. 256. Message at the mercy of the recipient
  257. 257. Influence v impact</li></li></ul><li>Virtual world and online events<br />
  258. 258. Events<br /><ul><li>Don’t just have to take place in Second life
  259. 259. Consider practical use of web 2.0 tools to support on and offline events
  260. 260. Capitalise on existing events
  261. 261. Live blog from events (e.g. blogging4business)
  262. 262. Videos and podcasts before and after event to extend impact of programme
  263. 263. Tagged event photo galleries on Flickr</li></li></ul><li>Competitions<br />Branded coverage on 3rd party sites in return for prize with a perceived value<br /><ul><li>Can be promotional or editorial
  264. 264. Criteria: minimum prize value, length of competition, copy / branding
  265. 265. Live link offered to campaign or org. web sites
  266. 266. Product/brand/company photography and/or logo can be used
  267. 267. What measurement statistics will be provided
  268. 268. How prize fulfilment works
  269. 269. What prize terms and conditions required</li></li></ul><li>Advertorials<br />Commercial and editorial teams generally involved in set up<br /><ul><li> Advertorials work very well in an online environment, especially when links, full ROI measurement, opt-in user data, or agreed user reach required
  270. 270. Important to establish objectives at outset with site
  271. 271. Copy written and layout suggested by PR - will be amended to suit site ‘house style’ – a hybrid of commercial and editorial copy with agreed levels of brand control
  272. 272. Examples of advertorial content include:
  273. 273. Branded surveys/polls with incentive to link out from hosting site
  274. 274. Editorial where a greater emphasis on message control required and subject matter very commercial, e.g. new brand variant launched</li></ul>78<br />
  275. 275. Infographics<br /><ul><li>Interactive visual applications or web pages
  276. 276. Add visual support to a campaign, e.g. BBC’s British History Timeline
  277. 277. Powerful tools which can tell complex stories
  278. 278. Excellent ‘social objects’ and offline media materials
  279. 279. Can create viral effect with consumers
  280. 280. Ensure you publish URL in media materials and link to SEO and relevant pages on supporting web site</li></ul>Picture by Pseudo Placebo<br />
  281. 281. The United Nations Stands Up Against Poverty <br />NEEDThe United Nations (UN) engaged Waggener Edstrom Worldwide (WE) to provide global digital strategy, social media counsel and public relations consultancy in support of the UN Millennium Campaign&apos;s &quot;Stand Up and Speak Out&quot; event on October 16-17, 2007.<br />The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to the Millennium Development Goals, specifically to work toward the eradication of poverty worldwide by 2015.<br />APPROACHGlobal scope demanded an innovative approach to unifying audiences across the world via their individual Internet engagement points. Given the variety of mediums and 3-week timeline, WE drafted an integrated communications plan, vested in top social media opportunities, that was strategically and quickly executed. <br />RESULTS<br />Within 3 weeks WE…<br /> <br /><ul><li>Targeted more than 343 influentials via three</li></ul> digital press releases<br /><ul><li>Incorporated aggressive SEO that increased impressions and clicks by 20 percent
  282. 282. Conducted blogger outreach that resulted in at least 338 blog posts
  283. 283. Executed a Twitter viral campaign that created 25,000 followers
  284. 284. Contacted 290, 400 people via LinkedIn
  285. 285. Garnered more than 9, 500 views on YouTube and UStream.TV</li></li></ul><li>Now it’s your turn<br />.<br />
  286. 286. Online reputation management<br />
  287. 287. Identifying your conversationalists and reputation team<br /><ul><li>Your reputation audit will have ID’d staff using UGC/social media and key external advocates, partners etc
  288. 288. Internal audit to ID your best conversationalists?</li></ul> Are they marketing/communications/PR staff/agencies <br /> Senior management<br /> Do they come from other parts of the business, e.g.. field sales, customer service, web development etc?<br />Reactive and proactive social media and online engagement<br /><ul><li> Crisis management
  289. 289. Internal and external stakeholders not just staff
  290. 290. Need to include agencies - Search, PR, DM etc</li></ul>People tend to trust ‘people like us’ – Edelman Trust Barometer<br />
  291. 291. Typical reputation management roles<br /><ul><li> Contextual strike teams
  292. 292. Information holders
  293. 293. Defenders
  294. 294. Conversationalists
  295. 295. Expert commentators
  296. 296. ‘Technical’ specialists
  297. 297. Campaign based teams
  298. 298. Legal specialists</li></ul>Picture by ktylerconk<br />
  299. 299. What’s your plan?<br /><ul><li>What do you want to influence
  300. 300. When will you respond
  301. 301. How will you cultivate authenticity
  302. 302. What information is currency
  303. 303. How will you personalise conversations
  304. 304. When will you involve legal personnel
  305. 305. Draft procedures and protocols</li></ul>85<br />
  306. 306. Each team member should be sure of their role and responsibility<br /><ul><li> How they will receive information
  307. 307. Rules of engagement
  308. 308. With whom
  309. 309. Through which media
  310. 310. Information timings – embargos
  311. 311. Exclusivity of information
  312. 312. Who they report to – chain of command and who is ultimately responsible and will support them if required
  313. 313. SLA
  314. 314. What is in it for them
  315. 315. Acceptable tone
  316. 316. Measurements and success criteria</li></ul>Picture by chrisamichaels<br />
  317. 317. Strategies for managing unfavourable comments and opinions<br /><ul><li>Is it true?
  318. 318. If so, what are you doing about it?
  319. 319. If so, put criticism in context
  320. 320. Is it on influential site – assess and rank site
  321. 321. Who is the detractor – are they influential
  322. 322. Are others commenting
  323. 323. Is it affecting search ranking
  324. 324. Assess seriousness of attack – this is where you should get legal advice</li></li></ul><li>Strategies for managing unfavourable comments and opinions<br /><ul><li>Act quickly – the truth will out but ensure others don’t tell your story
  325. 325. Involve lawyers as safeguard –mentioning this can get instant results
  326. 326. Get the facts straight
  327. 327. Consider message, conversationalist and channels that will be used
  328. 328. Review procedures/protocols and mobilise the team members
  329. 329. Humour and self deprecation can help
  330. 330. Be candid and declare your interest
  331. 331. Be brief, to the point and transparent
  332. 332. Consider using combination offline media and PPC, e.g. Google Adwords
  333. 333. Keep all email, phone and meeting records relating to issue</li></li></ul><li>Bad Phorm<br />Phorm does behavioural advertising<br />It records all the web pages that you visit<br />The company didn’t respond fast enough<br /><ul><li>UK and US government investigations ensued
  334. 334. Partners pulled out of business relationships
  335. 335. Sustained organised badvocates
  336. 336. Mainstream press coverage in The Guardian, The New York Times</li></li></ul><li>Personal online engagement<br />Not just your brand it’s your people<br />90<br />
  337. 337. IP Issues<br /><ul><li>Give online users the opportunity to use your IP where relevant in a legitimate manner
  338. 338. Image resource library and licence
  339. 339. Outline what ‘fair use’ means
  340. 340. Be clear in plain language what your trademarks are
  341. 341. Be polite and unthreatening in your communications with offenders
  342. 342. If you are still struggling with compliance go direct to the ISP or platform owner
  343. 343. Don’t put anything in writing that you wouldn’t want to see published</li></li></ul><li>O’Reilly Publishing & Web 2.0<br /><ul><li>CMP Media with the knowledge and approval of O’Reilly Media legaled NFP IT@Cork
  344. 344. Hue and cry break outs in the blogosphere over the course of 3 days
  345. 345. 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></li></ul><li>Further reading<br />Collected papers and essays by danahboyd<br />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<br />OECD whitepaper on user-generated content<br />Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School<br />The Long Tail: why the future of business is selling less of more – Chris Anderson<br />Groundswell by Charlene Li & Josh Bernoff<br />Wikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D Williams<br />The Cluetrain Manifesto<br />How to use Digg-<br />What I read<br />Google’s keyword tool<br />
  346. 346. Online press release distribution<br />Pressbox - free<br /><ul><li>PRWeb
  347. 347. PR Newswire
  348. 348. Internetwire
  349. 349. Businesswire
  350. 350. Sourcewire
  351. 351. Realwire
  352. 352. E-consultancy for digital releases</li></li></ul><li>Thanks for your time<br />I hope the course was insightful, informative and helpful.<br />

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