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Positive PR Online

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A talk that i gave at the Internet Show in Singapore in April 2010

Published in: Business, Technology
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Positive PR Online

  1. 1. How to get Positive PR<br />Online!<br />ShaluWasu<br />
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  3. 3. Asians trust social media more than traditional media<br />Jan 2009, Asia’s Top Digital Brands TNS/Media Magazine (n=3001)<br />
  4. 4. A Revolution in Influence<br />
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  12. 12. Social Media PR Disasters - Nestle<br />
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  14. 14. South West airlines<br />
  15. 15.
  16. 16. Tiger Airways<br />
  17. 17.
  18. 18. Domino’s<br />
  19. 19.
  20. 20. United Airlines<br />
  21. 21.
  22. 22. Motrin<br />
  23. 23.
  24. 24.
  25. 25. Listen<br />
  26. 26. Identify your influencers<br />
  27. 27. Influential<br />Conversation Map:<br />Toby Flenderson<br />Michael Scott<br />Jim Halpert<br />Positive<br />Negative<br />Pam Beesly<br />Kelly Kapoor<br />Dwight Schrute<br />Phyllis Lapin<br />Not Influential<br />
  28. 28. Set up and build your Social Media presence<br />
  29. 29. Move beyond buzz - Engage and build relationships<br />
  30. 30. Prepare for a crisis<br />
  31. 31. Train your employees<br />
  32. 32. Measure<br />}<br />Awareness<br />Reach<br />}<br />Evaluation<br />Preference<br />Engagement<br />}<br />Conversion<br />Action<br />Loyalty<br />
  33. 33. Basic Strategy for Social Media & Word of Mouth<br />Community Design & Management<br />Blogger & Influencer Engagement Programs<br />Co-creation Program Design & Management<br />Live Community Events<br />Video Content: Viral, Episodic, Channels<br />Social Network Activation<br />Search Reputation Management<br />Digital Media Relations<br />Conversation Maps<br />Live Listening Posts<br />Crisis Monitoring<br />Influencer Maps<br />Engagement Plans<br />Visibility Plans<br />
  34. 34. 360° Digital Influence Engagement Framework<br />LISTEN<br />PLAN<br />OPTIMIZE<br />AMPLIFY<br />ENGAGE<br /><ul><li>Influencer Maps
  35. 35. Engagement Plan
  36. 36. Digital Crisis Management
  37. 37. Conversation Map
  38. 38. Search Intent Modeling
  39. 39. User Social Profiles
  40. 40. Conversation Impact
  41. 41. Delivery of Content & Offers
  42. 42. Community & Social Web Management
  43. 43. PR & Digital Media Relations
  44. 44. Influencer Outreach
  45. 45. SEM/SEO
  46. 46. Paid Media
  47. 47. Content Syndication
  48. 48. Social Network Activation
  49. 49. Influencer & Blogger Engagement
  50. 50. Co-Creation Programs
  51. 51. Event Activation& Amplification
  52. 52. Content Creation& Distribution
  53. 53. Crisis Response</li></li></ul><li>
  54. 54.
  55. 55. CONTACT<br />ShaluWasu<br />Associate Director | 360° Digital Influence<br />Ogilvy Public Relations Worldwide<br />p +65 90297601<br />e shalu.wasu@ogilvy.com<br />b blog.ogilvypr.com<br />

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