This is a presentation that I gave at the e-Consultancy Social Media - Measurement, Managing Reputation and Monetisation event on May, 6 2008. It was very much a last minute affair but thought that people may find the deck useful.
This is a presentation that I gave at the e-Consultancy Social Media - Measurement, Managing Reputation and Monetisation event on May, 6 2008. It was very much a last minute affair but thought that people may find the deck useful.
Presented at the Social Marketing course, Lugano, October 13, 2008. Social Media could be used for promoting social marketing campaigns. In the Web 2.0 it is important to understand WHAT tools use and HOW use them for reaching important goals. What about behavior change? There are lots of opportunities for research out there.
The positive and negative of social media on the tourism and hospitality prod...Witsathit Somrak
Â
The Academic Cooperation Network between The Faculty of Management Science from Northern Rajabhat University 8 Areas
The 9th National and 2 nd International Conference of Academic Management Science 7th February 2020 Phetchabun Rajabhat University
First in a series of free online Webinars on Social Media presented in partnership by The Wall Street Journal Asia, GoToWebinar and Ogilvy Public Relations Worldwide. Video version here: http://www.vimeo.com/6959190
Join our next event! Next session announced on our blog: www.asiadigitalmap.com or email thomas.crampton@ogilvy.com
Presentation given by panelists at the recent DigitalNow Conference in Orlando.
Contact George Dearing for questions about Telligent's work with the National Breast Cancer Foundation.
Copyright Š and Database Right: Firebrand Digital Limited 2008. "Social Media Academy" and "SMAc" (word and devices)
are trade marks of Firebrand Digital Limited. All rights reserved.
In this slide, first we understand what social media is and what applications that are viewed as social media tools and services.
Then, we learn about how social media can be used for business and the success stories of the businesses that have used social media.
Next, we look at the implication of the technology that needs to be developed in order to support social media data creation, edition, and search.
We also look at how social media changes the way we live in society. Like any other technologies, social media also has side effects which we will discuss some of those.
Personal Branding Social Media Campaign StrategyTori Green
Â
A summary of campaign research, implementation and evaluation of promoting personal brand on three social media platforms: Twitter, Linked-in and a blog on portfolio website. The campaign goal was to promote personal brand to potential employers and demonstrate knowledge of events and communication industry. Summary includes additional research on cross platform best practices and advice for personal branding, career readiness on Facebook, Pinterest and Instagram.
Presented to the Kentucky Nonprofit Leadership Forum. Discussed what is new in marketing and social media for 2013 and 2014. We discussed integrated marketing communications, inbound marketing, content marketing, social media, email marketing, YouTube or video marketing, and how to marketing to Millenials.
Marketing week 2013 online pr and social media fundamentals michelle goodallMichelle Goodall
Â
A huge subject condensed into a mere 25 minutes...OK, it's not really possible but some basic thoughts to help marketers frame their thinking around social media and online PR.
Presented at the Social Marketing course, Lugano, October 13, 2008. Social Media could be used for promoting social marketing campaigns. In the Web 2.0 it is important to understand WHAT tools use and HOW use them for reaching important goals. What about behavior change? There are lots of opportunities for research out there.
The positive and negative of social media on the tourism and hospitality prod...Witsathit Somrak
Â
The Academic Cooperation Network between The Faculty of Management Science from Northern Rajabhat University 8 Areas
The 9th National and 2 nd International Conference of Academic Management Science 7th February 2020 Phetchabun Rajabhat University
First in a series of free online Webinars on Social Media presented in partnership by The Wall Street Journal Asia, GoToWebinar and Ogilvy Public Relations Worldwide. Video version here: http://www.vimeo.com/6959190
Join our next event! Next session announced on our blog: www.asiadigitalmap.com or email thomas.crampton@ogilvy.com
Presentation given by panelists at the recent DigitalNow Conference in Orlando.
Contact George Dearing for questions about Telligent's work with the National Breast Cancer Foundation.
Copyright Š and Database Right: Firebrand Digital Limited 2008. "Social Media Academy" and "SMAc" (word and devices)
are trade marks of Firebrand Digital Limited. All rights reserved.
In this slide, first we understand what social media is and what applications that are viewed as social media tools and services.
Then, we learn about how social media can be used for business and the success stories of the businesses that have used social media.
Next, we look at the implication of the technology that needs to be developed in order to support social media data creation, edition, and search.
We also look at how social media changes the way we live in society. Like any other technologies, social media also has side effects which we will discuss some of those.
Personal Branding Social Media Campaign StrategyTori Green
Â
A summary of campaign research, implementation and evaluation of promoting personal brand on three social media platforms: Twitter, Linked-in and a blog on portfolio website. The campaign goal was to promote personal brand to potential employers and demonstrate knowledge of events and communication industry. Summary includes additional research on cross platform best practices and advice for personal branding, career readiness on Facebook, Pinterest and Instagram.
Presented to the Kentucky Nonprofit Leadership Forum. Discussed what is new in marketing and social media for 2013 and 2014. We discussed integrated marketing communications, inbound marketing, content marketing, social media, email marketing, YouTube or video marketing, and how to marketing to Millenials.
Marketing week 2013 online pr and social media fundamentals michelle goodallMichelle Goodall
Â
A huge subject condensed into a mere 25 minutes...OK, it's not really possible but some basic thoughts to help marketers frame their thinking around social media and online PR.
More than a decade ago, there were no such thing as 'traditional' or 'digital' PR agencies, there were only PR agencies. Now, the landscape is very different; some agencies have embraced the opportunities that digital can offer and others are being left behind.
PR and marketing professionals who want to learn more about what their peers have to say â and more importantly, how they can improve their digital PR programs â will benefit from seeing this research conducted by Mynewsdesk in cooperation with Berghs School of Communication.
The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI. To read our extensive write-up to accompany these slides, please visit http://bit.ly/wasfs10
In our web 2.0 world, the business landscape has changed. Consumers refuse to be interrupted anymore - demanding that brands engage with them.
People do business with people they like, know, and trust. By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust.
This presentation offers a high-level overview to where we've been, where we are, and we're we are going in social media. It gives simple-to-follow steps to start implementing social media into a business. It's not comprehensive, but can help a business take that first step.
Content developed by Jon Thomas and M80 (m80im.com). Presentation designed by Jon Thomas at Presentation Advisors (www.presentationadvisors.com).
A Digital Briefing from One Zero One on Social Media for business. Digital Briefings are to provide awareness for business decision makers on digital topics.
This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
Public Relations, Publicity and Corporate Advertising explained through examplesManeesh Garg
Â
Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
To get a copy of this presentation, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Â
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
Wizard of Social Media Webinar for Meta-morph-osis Virtual Business Solutions.
Danielle Willis
(773)243-9917
info@meta-morph-osis.com
www.facebook.com/metamorphosisvbs
@dtransformed1
When you start with social media the following 8 steps can help you to define your Strategy, Resources, Content, Organisation. Be welcome to share this presentation on Social Media, Strategy, Business, Community Management, content management.
Social Media is a powerful way for organizations of every size and industry to interact with their customers, critics, fans, and partners. The introduction of Social Media has enabled users to post comments, thoughts and opinions about services and products. With the increased frequency of participation in these sites, users are quickly becoming co-contributors to your brand â making it difficult to control your own messaging. This complimentary webinar is great for marketers looking to quickly get up-to-speed on the elements of Social Media, and more importantly, how to leverage those elements to increase ROI and take control of brand positioning.
Social Media effect on today's enterprise, What are Social Brands and Social Enterprises, and the difference between them.
How should leaders consider integration of Social Media in the organization, and much more..
Contact raz@kinshipdigital.com for presentation notes.
Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firmâs real world examples.
David Nour on Enterprise Social Market Leadership 6.10David Nour
Â
David Nour, author of Relationship Economics on Enterprise Social Market Leadership. Social Networking is about "presence;" Social Market Leadership is about "purpose."
Op 21 en 22 maart 2012 is bijgaande presentatie gegeven tijdens het Digital Marketing Live event van Emerce. Via Lectric opleidingen treft u meer informatie aan over sociale media trainingen.
The Evolution of the Social Brand - ITAC Digital Commerce ForumBilal Jaffery
Â
Brand narrative in a digitally connect world. Bilal Jaffery's presentation from the ITAC forum discussing the enterprise social strategy, incorporating policy, strategy, engagement and redefinition of the digital brand as it pertains to the Social Business. (Not representative of the Bell brand).
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
Â
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
Portfolio for strategy director Ged Carroll. I am an accomplished strategy director with a history of driving brand growth and brand success, My approach is: logical, insight-led & pragmatic. My strategy journey and expertise has been across sectors, countries and disciplines. This included successful global product launches, brand strategy, comms planning, omnichannel and digital transformation all of which leaves with a âT-shapedâ skillset. Iâm driven to do work that has intrinsic quality; that has accomplished something despite the challenge. Whether its consumer marketing, retailing, a public service announcement campaign, B2B or marketing in a regulated sector like health â cracking the business and creative challenge at the centre and the team around me that drives me.
https://bit.ly/gedstrategy
Research into the mobile app eco-systems of different large internet companies. More information here: http://renaissancechambara.jp/2018/04/12/app-constellations-2018-research/
Back in September 2014 I looked at how the scandal was unfolding as a case study to show how we would use our social listening tools to colleagues and why the news wasn't jumping into western media. It was just an exercise of interest
Some thoughts on optimising marketing emails in accessible chunks covering elements of content, design, user experience and retaining campaign insights.
1605 online marketing and technology data pointsGed Carroll
Â
A collection of slides that I have built from desk research data and original data during the different projects that I have been doing. I have bundled them together in case they are useful for someone else.
Digging through Huawei annual reports and press releases to understand how Huawei's consumer business performed in relation to the wider group
http://renaissancechambara.jp/2016/04/04/huaweis-expansion-into-smartphone-market/
a collection of datapoints that I had to pull together. More on the numbers here http://renaissancechambara.jp/2016/04/01/online-advertising-and-technology-data-points/ You can find the latest information that I share on renaissancechambara.jp
Analysis of the online furore faced by Virgin Atlantic over passenger racism allegations. More analysis on my post: http://renaissancechambara.jp/2016/03/20/vs250-inside-virgin-atlantics-online-racism-crisis/
Profiling social conversations on Twitter about Mobile World Congress as a base line. Some interesting data points came out of looking at respondents by country and relative influence. It should help work out how good different mobile device manufacturers did in the buzz stakes later. More here http://renaissancechambara.jp/2016/02/24/profiling-social-conversations-at-mobile-world-congress-2016/
What does Zero Based Budgeting mean for agencies?Ged Carroll
Â
So your client has introduced Zero Based Budgeting what does that mean for your agency. More thinking on http://renaissancechambara.jp/2016/02/14/what-does-zero-based-budgeting-mean-for-agencies/
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Â
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, youâll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
Â
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
Â
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
Â
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
"đŠđŹđŽđźđľ đžđ°đťđŻ đťđą đ°đş đŻđ¨đłđ đŤđśđľđŹ"
đđ đđ¨đŚđŹ (đđ đđ¨đŚđŚđŽđ§đ˘đđđđ˘đ¨đ§đŹ) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
đđ đđ¨đŚđŹ provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
â đ đđđđŽđŤđđ đŠđŤđ¨đŁđđđđŹ:
⢠2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
⢠SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
â˘FreenBecky 1st Fan Meeting in Vietnam
â˘CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
⢠WOW K-Music Festival 2023
⢠Winner [CROSS] Tour in HCM
⢠Super Show 9 in HCM with Super Junior
⢠HCMC - Gyeongsangbuk-do Culture and Tourism Festival
⢠Korean Vietnam Partnership - Fair with LG
⢠Korean President visits Samsung Electronics R&D Center
⢠Vietnam Food Expo with Lotte Wellfood
"đđŻđđŤđ˛ đđŻđđ§đ đ˘đŹ đ đŹđđ¨đŤđ˛, đ đŹđŠđđđ˘đđĽ đŁđ¨đŽđŤđ§đđ˛. đđ đđĽđ°đđ˛đŹ đđđĽđ˘đđŻđ đđĄđđ đŹđĄđ¨đŤđđĽđ˛ đ˛đ¨đŽ đ°đ˘đĽđĽ đđ đ đŠđđŤđ đ¨đ đ¨đŽđŤ đŹđđ¨đŤđ˘đđŹ."
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your companyâs legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, weâll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
Â
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Â
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
1. Online PR
26 March 2009
Trainer/s: Ged Carroll, Head of
Digital EMEA, Waggener Edstrom
Worldwide
2. What we will cover today
â˘Online PR â definition
â˘Impact of Web 2.0 on PR â consumers, media and stakeholders
â˘How to develop an online PR strategy:
Auditing and monitoring the online environment
â˘
Tools, tactics, targets and teams
â˘
Measurement
â˘
â˘Detailed review of the Online PR toolbox
â˘Online reputation management
2
3. Who, what, why?
A quick introduction, where youâre from and
what you are looking to get out of today
|3 |13 January 2008 |Trainer/s: AN Other, Job title and company
6. WHAT IS PR?
quot;Public Relations is a set of management, supervisory,
and technical functions that foster an organisation's
ability to listen strategically to, appreciate, and respond
quot;Public Relations is a to those persons whose mutually beneficial relationships
management function with the organisation are necessary if it is to achieve its
missions and values.quot; - Robert L. Heath,
which tabulates public Encyclopedia of Public Relations
attitudes, defines the
âPublic relations is about reputation - the
policies, procedures and
result of what you do, what you say and
interest of an
what others say about you.
organization followed by
executing a program of
Public relations is the discipline which
action to earn public
looks after reputation, with the aim of
understanding and
earning understanding and support and
acceptance.â - Edward
influencing opinion and behaviour. It is
Burnays
the planned and sustained effort to
establish and maintain goodwill and
mutual understanding between an
organisation and its publics.â - CIPR
7. WHAT IS PR? PART 2.0
Number 26 (out of 95
theses): âPublic Relations
PR in practice
does not relate to the
âPublic relations takes many forms in
public. Companies are
different organisations and comes under
deeply afraid of their
many titles, including public information,
markets.â - Cluetrain
investor relations, public affairs, corporate
communication, marketing or customer Manifesto
relations.
âTo add to all the confusion, not all of these titles always relate accurately
to public relations, but all of them cover at least part of what public
relations is. At its best, public relations not only tells an organisation's
story to its publics, it also helps to shape the organisation and the way it
works.
Through research, feedback communication and evaluation, the
practitioner needs to find out the concerns and expectations of a
company's publics and explain them to its management.â - CIPR
8. Online Public Relations â the reality
â˘It doesnât require a big step change
â˘Just understanding of basic principles
â˘Knowing who can support you internally and
externally (sense check tools, select external
technology providers, metrics etc)
â˘IDâing your/your clientsâ comfort zones
â˘Small steps to achieve your/their PR objectives
â˘Selecting correct tools and techniques for the job
â˘Testing, measuring and refining
8
9. Online Public Relations ownership
Over 50 per cent of online PR is done by marketing and digital agencies
Currently falls between digital marketing, SEO and PR for most orgs
â˘Technology and jargon
â˘PR runs the risk of being defined by its channels
â˘Lack of resources, support and training from CIPR/PRCA etc
â˘Other digital marketing disciplines filling online PR skills chasm
â˘Have âbrand permissionâ in the online space
9
10. What is Online Public Relations?
âCommunicating over the web and using new technology
to effectively communicate with stakeholdersâ Source:
CIPR website 2007
âMaximising favourable mentions of the company,
brands, products or websites on third-party sitesâ
according to 60 per cent of in-house respondents to
an Econsultancy survey
10
11. There are 3 categories of Online PR
Monitor/
Map/ Promotional
Defensive
Research
Underpinned by
Honesty
Transparency
Rapid response
Process
Integration
Flexibility
11
12. Papaâs got a brand new PR bag
Search Engine Optimised Releases Advertorials
Online surveytorials
Press release distribution Competitions
Online media relations
Tagged photography Surveys
Webcasts
Press releases Online surveys
Social media releases
TV interviews Skypecasts
Media relations
Online Radio interviews Webchats
Reputation Mashups
Internet radio
Management Photography Podcasts/Vodcasts
Virtual World events Microblogs
Audio features
Investor relations
Stunts Guerrilla activity White papers RSS feeds
Widgets Social network APIs
Search Engine Optimised brand
Folksonomies publications Newsletters
Online monitoring
VNR Brand publications
Internal communications WIKIâs
Interviews Internal blogs Corporate/Brand blogs
Forums/Boards/Comments Events
Stakeholder relations
Brand ambassador activity
Crisis Management
Stunts Infographics Dark blogs Stakeholder mapping
Conferences
Social Search Press briefings Viral Press trips
Product launches
Social Tagging
Social Networking Social Networking events Crowdsourcing
Social Bookmarking Online media centres Blogger relations
Reputation Bag by Oliver
12
Management Kray
13. Itâs A World Of Change, Isnât It?
The tenets of strategy are the same as they
have been for the past 3,000 years
Clients are still ultimately measured on the
performance of their business
We still communicate with people
ultimately in mind to be influenced
It has never been cheaper or easier to
produce content
Clients can disintermediate the media and
communicate directly with their audiences
Audiences can easily communicate with
each other on a large scale
We have new media vehicles
The news cycle lasts longer â online news
sources act like an echo chamber
14. A change in emphasisâŚ.
Traditional PR Online PR
â˘Core contacts and networks â˘Larger networks changing
rapidly
â˘Tailored materials
⢠Catch-all media materials
â˘Conversational
â˘Structured
â˘Disintermediation
â˘Media vehicles required
â˘Key influencers: context
â˘Key influencers= journalists,
dependent
analysts etc
â˘ROI easier to measure
â˘ROI difficult to measure
|14 |13 January 2008 |Trainer/s: AN Other, Job title and company
15. The golden rule
âPeople matter, Objects
donâtâ. Thatâs all you need
to know about social
media. â Hugh MacLeod
|15 |13 January 2008 |Trainer/s: AN Other, Job title and company
17. Fundamentals of online PR
â˘Understand how networked audiences work
â˘Map online environment to gain intelligence before
planning begins
â˘Flexible and tailored communications
â˘Integrate with other marketing disciplines and other PR
channels
â˘Be meaningful â messages with intent and purpose, not
spin
â˘Measure and learn
â˘Agree organisational ownership and chain of command
â Internal PR teams, digital , external
agencies/specialists, combination?
17
20. UK consumer media consumption
Share of media time
% of media time for all internet users
Weekdays
â˘37.2 million UK internet users
â˘61% population
6
â˘54.6% of UK households have
7
broadband
34
27
Saturdays Sundays
5
25
74 8
TV
Radio
24 47 48
23
Internet
Newspapers
16
17 Magazines
Source: BMRB Internet Monitor
Base: All Internet users aged 15+
20
21. Sub-groups on the net 21
Communicate Connect Collaborate Collect
⢠Blogs ⢠Social Networks ⢠Wikis ⢠Tagging
⢠Text Messaging ⢠Consumer Created ⢠Social Bookmarking
⢠Podcast
Media
⢠Instant Messaging | ⢠Search Engines
⢠Video Blogs
Twitter ⢠Open Source
⢠Video / Photo Sharing
⢠Skype ⢠Creative Commons
⢠Mash-Ups
Collective Wisdom Customization Conversation Community
⢠Ratings Sites ⢠RSS ⢠Blog Comments/ ⢠Created by all of the
Responses above
⢠Wikipedia ⢠Widgets
⢠Meme Trackers ⢠Fostered by common
⢠Social News ⢠Virtual
interests
Worlds/Avatars
⢠Built through
conversations
23. Top 10 social networks
Site World Members 1 Year Change
MySpace 114.15 72%
Facebook 52.2 270 %
Hi5 28.2 56 %
Friendster 14.9 65 %
Orkut 24.1 78 %
Bebo 18.2 172 %
Tagged 13.2 774%
24. The User Generated Content pyramid
1% Creators â initiate conversation
10% Synthesisers â respond/filter
89% Consumers â read/recommend
and use other WOM channels
24
25. FINANCIAL TIMES
DAILY
ECONOMIST TELEGRAPH LOADED
GUARDIAN VOGUE
BBC
MEGASTAR
BLOGGERS - SOCIAL NETWORKING
USER GROUPS - FORUMS - WIKIS -
PHOTOS CONSUMER-
GENERATED CONTENT
27. Media 2.0
Weekly and monthly publications are
left behind:
Wired is still a monthly magazine but
also publishes a plethora of content
every day
Sections are user-generated such as
Found: âArtifacts from the Futureâ
Daily publications now publish
several times a day through different
media:
The Times is one of the largest audio
content providers in the UK media
The news cycle lasts longer â online
news sources act like an echo
chamber:
The most linked-to site by English
speaking blogs is the New York Times
online, the Guardian is close behind it
28. Future of news
|28 |13 January 2008 |Trainer/s: AN Other, Job title and company
29. From hard copy to multimedia news
FROM TO
⢠Most popular stories dictate tomorrowâs
print headlines
⢠47 staff blogs
⢠Telegraph TV â web TV channel
⢠Podcasts
⢠A4 size print your own paper
Telegraphpm
⢠Comments on every story
⢠My Telegraph personal news portal,
personal blog space and social network
29
30. News - reach
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
UK Guardian 29.8 m unique users Source: ABCe Jan 2009
22.8 m for Daily Mail (2.3m for paper) Source: ABCe Jan 2009
22.8 m for Times Online Source: ABCe Jan 2009
21.9 m for The Sun (<3 million for paper) Source: ABCe Jan 2009
25.9 m for The Telegraph Source: ABCe Jan 2009
6.7m for Mirror.co.uk Source: ABCe Jan 2009
10.2 m for The Independent Source: ABCe Jan 2009
160 branded quality news sites in UK alone
50+ respected newswires
30
31. Lazy online PR engagement
Chris Anderson blocks unsolicited PR
Tom Coates and the PRostitutes
âSSPR please stop spamming
Bloggersâ
31
32.
33. Virgin Atlantic case study
Oli Beale, a copywriter
with WCRS wrote to
Virgin Atlantic about his
experience on their flight.
His letter was shared on
the internet as one of the
funniest complaints letters
ever
|33 |13 January 2008 |Trainer/s: AN Other, Job title and company
34. Virgin Atlantic case study continued
Virgin aftermath:
912 references on
Technorati
Coverage in all the major
national newspapers
Front page on Yahoo! UK
for two days
Source: Technorati
|34 |13 January 2008 |Trainer/s: AN Other, Job title and company
35. It doesnât have to be
this way
|35 |13 January 2008 |Trainer/s: AN Other, Job title and company
37. JetBlue case study
Valentines Day 2007:
130,000 customers trapped in bad
weather conditions
JetBlue fliers were trapped on the
runway at JFK for hours, many
ultimately delayed by days
Only 17 of JetBlue's 156 scheduled
departures left JFK
What JetBlue did
Communicated directly with its
audiences
Admitted that things had gone wrong
ďŹ Explained what had gone wrong
ďŹ Explained what they were going
to do about it
38. PRagmatic approach required
â˘Embrace and understand the environment
⢠Understand the audience and how influence works
online
⢠Understand how traditional media is changing
⢠Knowledge share â workgroups, trend spotters etc
⢠Get over the âtechnologyâ hurdle - use the tools
personally to discover PR uses and how to make your job
easier
⢠It will take time
⢠You may make mistakes on the way
38
39. Long tail PR thinking
Reach
Traditional Media
Nationals
Online Media
Trades
Niche sites
Citizen sites
Media websites
Blogs
Reaching Billions
Source: Immediate Future, June 2006
39
41. Strategic approach
Audience Plan (integrate Measure Impact,
Client business
Business Implement
research online and Learn &Identify
and brand
environment
offline thinking) Opportunity
analysis
⢠Understand the ⢠Understand how ⢠Assess clientâs ⢠Design integrated ⢠Story ⢠Mapping
client the audiences business Influence Plan development
⢠Online / offline
environment and relate to the situation that combines ⢠Media relations
impact & cross-
marketplace brand traditional and ⢠Analyst relations
⢠Diagnose linking
new channels ⢠Online
⢠Recognize how ⢠Understand how communications
influencers ⢠Quantitative &
the world of they relate to fitness ⢠Incorporate broad
⢠Digital qualitative reach
communications each other and objectives
Storytelling
is changing the world ⢠Campaign
⢠Social networking
⢠Define your story
around them performance
⢠Site design
⢠Apply your story ⢠Online
⢠How and where ⢠Business impact
to relevant outlets promotions/ viral
to reach them,
⢠Web analytics
⢠Blogging/
what are the
podcasting
rules of the
⢠Virtual events
community?
42. Monitoring
|42 |13 January 2008 |Trainer/s: AN Other, Job title and company
43. Why?
⢠ID core stakeholders and influencers outside of traditional media/contact lists
⢠ID where conversations happening and WOM networks of influence on the
web and offline
⢠ID existing/emerging conversations and trends relevant to your organisation,
brand, industry, key staff etc
⢠ID which traditional media online rank highly in SEO terms
⢠Market research, message auditing, pre-crisis and strategic planning, leaks
⢠To help plan proactive PR and social media strategy
⢠Traditional PR databases/tools (e.g. Mediadisk, Editors, Vocus) fall short
⢠Beyond journalists - âNormalâ people can be influencers
⢠âReputation Insuranceâ â Masterfoods
⢠Mapping techniques can be used for finding and tracking proactive coverage
43
44. Mapping
â˘Reputation monitoring software suppliers, specialists and
agencies (over 150 specialist suppliers out there)
⢠Free tools plus your own internal data (e.g. Web analytics)
⢠No one solution best â until Google develops âTrendsâ
⢠None fully automated â human analysis/filtering required â an
evolving industry
â˘Can be costly, so vital to plan: What information is most useful
â˘Presenting to strategy planners â visual models, Wikis, databases
etc
⢠How to share and maintain information across teams and
external agencies
44
45. Key words
ID primary keywords - Organisation, brands, spokespeople,
initiatives, affiliate organisations, known brand detractors,
âcompetitorsâ
â˘Brainstorm internally and use clientsâ internal departmental data
and external agency data
â˘Keyword tools: Google Wordtracker
â˘Web analytics - Your analytics should show your referring key-
words and phrases
â˘Analyse web log files
â˘PPC Campaigns
â˘Online research tools: Hitwise, Comscore and NNR
45
46. Search engines
Still thinking about key words:
â˘Search engines â Google, Yahoo, Live, Ask etc
⢠Check inbound links to your sites via Google: Link:www.yourdomain.com
⢠And Yahoo: Linkdomain:yourdomain.com
â˘Yahoo! Site Explorer
â˘Make sense of what you find
⢠Organic search and PPC results for each keyword
⢠Google page rank
⢠Review source and establish their link community and who they influence
⢠Establish whether target for PR, link, partnership or monitoring
⢠Issue cluster
⢠Contact details
â˘Search ranking against key words
46
49. Social media measurement tools
Blog search engines Make sense of what you find
â˘Who links to them or cites blog
â˘Technorati
posts â especially traditional
â˘Blogpulse
media
⢠Google blog search
â˘RSS subscribers
â˘Quarkbase
⢠Debate analysis â topics and
â˘Addictomatic
brand/org share of voice
⢠Sentiment analysis â positive,
negative, neutral
⢠Potential target for PR, link,
partnership or monitoring
target
⢠Issues cluster
49
50. Alerts
â˘Google alerts
â˘Yahoo news alerts
â˘Review and define source
â˘See relevant section â
blogs, social networks and
forums, video and photo
UGC etc
50
51. Social networks & forums
Consider niche, local sites and
verticals, e.g. Teaching â
TeacherTube, UK Teachers Forums,
⢠Use social network engines to find
them
â˘Facebook, MySpace, LinkedIn, Bebo,
Ning etc
Review source and establish
influencer ranking
â˘Who links to them or cites
conversations â especially traditional
media
⢠Debate analysis â topics, brand/org
share of voice
⢠Sentiment analysis â positive,
negative, neutral
⢠Issues cluster
51
54. Microblogging
Microblogs - Twitter
⢠If you have an account set
up you can track for
keywords
â˘Twitter Search
â˘Twilerts via email
â˘#Hashtags
Picture by foxypar4
54
56. Influence
Popularity vs influence
â˘Popular stakeholders of an
issue influence many. But
those they influence may not
themselves be influential, e.g..
Jodie Marsh - bullying
⢠Influential stakeholders
impact those
who matter, directly and/or
indirectly, e.g.. Demos on
social policy
Source: Onalytica
56
58. Measurement & evaluation
What gets measured gets done
Be careful what you measure
⢠Evolving web analytics area,
especially buzz and sentiment
analysis
â˘Speak to your/your clients web
analytics team to see what can
be measured
⢠Test and learn
â˘Think about engagement as
well as reach
â˘Think about ROI Picture by calloohcallay
58
59. Online media & press centres
Plan to develop an online media
centre? Establish PR objectives
with developers
⢠Argument for transparent
information for consumers and
journalists â no log-in
⢠Needs to be:
â˘Accessible and easy to navigate
⢠Search function for images, text and video â
ability to tag all media content when adding
for Universal Search
⢠Searchable archives
⢠RSS
⢠Social bookmarking
⢠Search Engine Optimised releases and media
content
⢠Social media release
59
60. SEO press releases
ID primary keywords/phrases relevant to release content and add:
In the release headline
Once in the sub-header (if applicable)
In the first paragraph â keyword density in body text<10%
Also use in alt tag of associated images
At least once in the meta description tag
Once on the URL of the page
Embed links to optimised and relevant content pages on your website
Add release to online media centre, put on posting sites â does not replace âsell
inâ
Must be well written âŚread and judged by people not just search engine
spiders!
Measure and track response and feedback into process
Old materials can be re-optimised
60
61. Online media relations
â˘Most obvious element of online PR - rarely executed well
â˘PROs âtick the online media boxâ or use wires and posting sites
⢠Perception online coverage less valuable
⢠Reality - reach is huge!
⢠Negative as well as positive coverage stays online for a long time -
affects SEO
⢠Measurable â e.g. unique users/view, referral clickthroughs,
blog citations, SEO position, outcomes from traffic generated by
referral URL
⢠Get it right, measure it and watch client perceptions change
rapidly
⢠You will have IDâd key targets through monitoring process
⢠Share learnings between teams
61
62. Corporate blog
3 things that blog readers demand â compelling content, freshness
and interactivity
â˘Develop simple policy guidelines for staff and âconversationalistsâ
⢠Get the tone right and expect it to develop over time
⢠Post regularly
⢠Designate editors
⢠Be authentic and honest â your thoughts about ghosting?
⢠Allow comments â itâs a blog!
⢠Link liberally and engage with the blogosphere
62
65. Levels of online PR engagement
Monitoring: no engagement but
active listening to what is being
said about the organisation and
its peers â any related issues
Low-level engagement: as
Monitoring plus response-led
online presence
High-level engagement: as low
level engagement, but proactive
approach, integration with other
marketing and customer services
activities
Picture by cmcbrown
66. Blog relations
â˘Read and listen â tonality, attitude to brands and
orgs etc
⢠Develop a conversation and participate
⢠Be open
⢠Soft sell
⢠Supplement with promotional tactics
⢠Use experts and enthusiasts
⢠Provide creative and relevant âblog fodderâ or
âsocial currencyâ
⢠Donât be afraid of losing some message control
66
67. Social Networks
â˘Similar to blogs, âfriendsâ demand useful content,
interactivity and kudos
â˘Time intensive - develop editorial team and simple
policy guidelines for staff and âconversationalistsâ
â˘Each network has different tools and audience â What
works for Bebo-ers might not for Facebook-ers
⢠Provide regular challenges
⢠Rank and reward creativity and talent
⢠Amplify content the network creates
⢠Set project timelines and communicate this to âfansâ
67
68. Crowdsourcing
â˘Open call to âpublicâ to solve a
problem and collaborate to help
achieve a goal
⢠Final solution is usually agreed by
the participating crowd
⢠Rewards often Whuffie
â˘Many potential applications for PR
â˘Idea generation and filtering
â˘Tasks being carried out
⢠Time intensive, lack of message
control, multi-territory legal and IP
restrictions are issues
68
69. Forums & BBS
Depending on brand between 40% -
85% of UK user comment on forums,
bulletin boards etc
But, a definite shift towards blogs
and other forms of social media
Monitor environment, identify and
learn from comments
Same rules as blog relations
Do not recommend a âcovertâ
approach or seeding comments
But, opportunity to respond to
negative comments and improve
level of conversation
In majority of cases, forums self-
regulate but occasionally you may
need to postâŚ
69
71. Video and podcasts
Easy cost effective to make and host
compelling podcasts and video
Blogs and social network users happy
to link to good, relevant content
Must be strategic about driving
consumers to it and measuring
impact
Opportunities for PR:
⢠Create blog and social network fodder or
content for debate/mashups/viral
⢠Use celebrity broadcast time to create
exclusive video and audio content
⢠Audio/visual media releases â brings
story to life
â˘Brand or campaign channels in Youtube,
MySpace etc
71
73. Viral
â˘Audience (demographics, psychographics, geography, available
technology)
⢠Tonality
⢠Brand credibility â can you talk to an audience in this way
⢠Viral motivators â humour, self interest, sex, topicality, extreme
behaviour, charity
⢠Simplicity â best are often the simplest ideas
â˘What is the utility?
⢠Highly commercial channel â few getting it right
⢠Social media creating own viral effect
â˘Cost effective?
⢠Never guaranteed
⢠Message at the mercy of the recipient
⢠Influence v impact
73
75. Events
â˘Donât just have to take place in
Second life
⢠Consider practical use of web
2.0 tools to support on and
offline events
â˘Capitalise on existing events
â˘Live blog from events (e.g.
blogging4business)
â˘Videos and podcasts before
and after event to extend
impact of programme
⢠Tagged event photo galleries
on Flickr
75
76. Competitions
Branded coverage on 3rd party sites in return for
prize with a perceived value
â˘Can be promotional or editorial
â˘Criteria: minimum prize value, length of
competition, copy / branding
⢠Live link offered to campaign or org. web sites
⢠Product/brand/company photography and/or
logo can be used
⢠What measurement statistics will be provided
⢠How prize fulfilment works
⢠What prize terms and conditions required
76
77. Advertorials
Commercial and editorial teams generally involved in set up
⢠Advertorials work very well in an online environment, especially when links, full
ROI measurement, opt-in user data, or agreed user reach required
⢠Important to establish objectives at outset with site
⢠Copy written and layout suggested by PR - will be amended to suit site âhouse
styleâ â a hybrid of commercial and editorial copy with agreed levels of brand
control
⢠Examples of advertorial content include:
⢠Branded surveys/polls with incentive to link out from hosting site
⢠Editorial where a greater emphasis on message control required and subject
matter very commercial, e.g. new brand variant launched
77
78. Infographics
â˘Interactive visual applications
or web pages
⢠Add visual support to a
campaign, e.g. BBCâs British
History Timeline
⢠Powerful tools which can tell
complex stories
⢠Excellent âsocial objectsâ and
offline media materials
⢠Can create viral effect with
consumers
⢠Ensure you publish URL in
media materials and link to Picture by Pseudo Placebo
SEO and relevant pages on
supporting web site
78
81. Identifying your conversationalists
and reputation team
Reactive and proactive social media â˘Your reputation audit will have
and online engagement IDâd staff using UGC/social media
and key
⢠Crisis management
external advocates, partners etc
⢠Internal and external stakeholders
⢠Internal audit to ID your best
not just staff
conversationalists?
⢠Need to include agencies - Search,
â Are they
PR, DM etc
marketing/communications/PR
staff/agencies
â Senior management
â Do they come from other parts
of the business, e.g.. field sales,
customer service, web
development etc?
People tend to trust âpeople like usâ â Edelman Trust Barometer
81
82. Typical reputation management roles
⢠Contextual strike teams
⢠Information holders
⢠Defenders
⢠Conversationalists
⢠Expert commentators
⢠âTechnicalâ specialists
⢠Campaign based teams
⢠Legal specialists
Picture by ktylerconk
82
83. Whatâs your plan?
â˘What do you want to influence
⢠When will you respond
⢠How will you cultivate authenticity
⢠What information is currency
⢠How will you personalise conversations
⢠When will you involve legal personnel
â˘Draft procedures and protocols
83
84. Each team member should be sure of
their role and responsibility
â˘How they will receive information
⢠Rules of engagement
⢠With whom
⢠Through which media
⢠Information timings â embargos
⢠Exclusivity of information
â˘Who they report to â chain of
command and who is ultimately
responsible and will support them if
required
⢠SLA
â˘What is in it for them
⢠Acceptable tone
⢠Measurements and success criteria
Picture by chrisamichaels
84
85. Strategies for managing unfavourable
comments and opinions
â˘Is it true?
â˘If so, what are you doing about it?
⢠If so, put criticism in context
â˘Is it on influential site â assess and rank site
⢠Who is the detractor â are they influential
⢠Are others commenting
⢠Is it affecting search ranking
⢠Assess seriousness of attack â this is where you
should get legal advice
85
86. Strategies for managing unfavourable
comments and opinions
â˘Act quickly â the truth will out but ensure others donât tell your story
⢠Involve lawyers as safeguard âmentioning this can get instant results
⢠Get the facts straight
⢠Consider message, conversationalist and channels that will be used
⢠Review procedures/protocols and mobilise the team members
⢠Humour and self deprecation can help
⢠Be candid and declare your interest
⢠Be brief, to the point and transparent
â˘Consider using combination offline media and PPC, e.g. Google
Adwords
⢠Keep all email, phone and meeting records relating to issue
86
87. Bad Phorm
Phorm does behavioural advertising
It records all the web pages that you
visit
The company didnât respond fast
enough
â˘UK and US government
investigations ensued
â˘Partners pulled out of business
relationships
â˘Sustained organisedbadvocates
â˘Mainstream press coverage in The
Guardian, The New York Times
88. Further reading
Collected papers and essays by The Long Tail: why the future of
danahboyd business is selling less of more â Chris
Anderson
Notre Dame University: Fifteen-
minutes of fame: The Dynamics of Groundswell by Charlene Li & Josh
Information Access on The Web (May Bernoff
13, 2005) by Z. Dezso, E Almaas, A Wikinomics website which is based
Lukacs, B Racz, I Szakadat and A on and extends the book of the same
Barabasi name by Don Tapscott and Anthony D
OECD whitepaper on user-generated Williams
content The Cluetrain Manifesto
Digital Natives Programme by How to use Digg-
Berkman Center for Internet & What I read
Society at Harvard Law School
Googleâs keyword tool
89. Online press release distribution
Pressbox - free
â˘PRWeb
â˘PR Newswire
â˘Internetwire
â˘Businesswire
â˘Sourcewire
â˘Realwire
â˘E-consultancy for digital releases
89
90. Thanks for your time
I hope the course was insightful, informative and
helpful.
www.econsultancy.com
All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any
means, electronic or mechanical, including photocopy, recording or any information storage and retrieval
system, without prior permission in writing from the publisher. Copyright Š Econsulancy.com Ltd 2009.
|90 |13 January 2008 |Trainer/s: AN Other, Job title and company