This document provides guidance on using social media in public relations and marketing. It discusses how social media has impacted consumers, media and stakeholders. It outlines how to develop an online communications strategy, including auditing the online environment, tools, tactics, targets and teams. It also discusses measuring social media efforts and provides a detailed review of common online communications tools.

1. HoW TO USE SOCIAL WEB IN YOUR PUBLIC RELATIONS & MARKETING

3. Impact of Web 2.0 on PR – consumers, media and stakeholders

5. Online reputation management

6. Bringing your issues to the table2

7. Who, what, why? A quick introduction, where you’re from and what you are looking to get out of today |13 January 2008 |Trainer/s: AN Other, Job title and company |3

8. Who on earth am I?

9. Or as my girlfriend sees me… 5

11. Just understanding of basic principles

12. Knowing who can support you internally and externally (sense check tools, select external technology providers, metrics etc)

13. ID’ing your/your clients’ comfort zones

14. Small steps to achieve your/their PR objectives

15. Selecting correct tools and techniques for the job

16. Testing, measuring and refining6

18. PR runs the risk of being defined by its channels

19. Lack of resources, support and training from traditional marketing bodies CIM/ CIPR/PRCA etc

20. Other digital marketing disciplines filling online skills chasm

21. Varies who has ‘brand permission’ in the online space7

22. There are 3 categories of Online Mar.coms Monitor/ Map/Research Promotional Defensive Underpinned by Honesty Transparency Rapid response Process Integration Flexibility 8

23. Papa’s got a brand new mar.coms bag Online surveytorials Search Engine Optimised Releases Advertorials Press release distribution Competitions Online media relations Surveys Tagged photography Press releases Online surveys Webcasts Social media releases TV interviews Media relations Skypecasts Online Reputation Management Radio interviews Webchats Mashups Internet radio Photography Podcasts/Vodcasts Virtual World events Microblogs Audio features Investor relations White papers Guerrilla activity Stunts RSS feeds Widgets Social network APIs Search Engine Optimised brand publications Folksonomies Newsletters Online monitoring VNR Brand publications WIKI’s Internal communications Interviews Corporate/Brand blogs Internal blogs Events Forums/Boards/Comments Stakeholder relations Brand ambassador activity Crisis Management Dark blogs Stunts Infographics Stakeholder mapping Conferences Press briefings Press trips Social Search Viral Product launches Social Tagging Social Networking Social Networking events Crowdsourcing Social Bookmarking 9 Online media centres Blogger relations Reputation Management

25. Clients are still ultimately measured on the performance of their business

26. We still communicate with people ultimately in mind to be influenced

27. It has never been cheaper or easier to produce content

28. Clients can disintermediate the media and communicate directly with their audiences

29. Audiences can easily communicate with each other on a large scale

30. We have new media vehicles

32. Well-defined channels

33. Generic communications materials

34. Structured

35. Media vehicles required

36. Key influencers= journalists, analysts etc

38. Tailored materials

39. Conversational

40. Disintermediation

41. Key influencers: context dependent

42. ROI easier to measure|11

43. The golden rule “People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod |13 January 2008 |Trainer/s: AN Other, Job title and company |12

44. Golden rule two UTILITY

46. Map online environment to gain intelligence before planning begins

47. Flexible and tailored communications

48. Integrate with other marketing disciplines and other PR channels

49. Be meaningful – messages with intent and purpose, not spin

50. Measure and learn

52. Fragmented media landscape

54. 61% population

55. 54.6% of UK households have broadbandSundays Saturdays Source: BMRB Internet Monitor Base: All Internet users aged 15+ 17

56. Sub-groups on the net

57. 19

58. Top 10 social networks Source: comScore World Metrix, (Global Home, Work) June 2007

59. Social Media is growing fast

60. The User Generated Content pyramid 1% Creators – initiate conversation 10% Synthesisers – respond/filter 89% Consumers – read/recommendand use other WOM channels 22

61. FINANCIAL TIMES DAILY TELEGRAPH ECONOMIST LOADED GUARDIAN VOGUE BBC MEGASTAR BLOGGERS - SOCIAL NETWORKING USER GROUPS - FORUMS - WIKIS - PHOTOS CONSUMER-GENERATED CONTENT

62. Dissemination of information

63. 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: ‘Artifacts from the Future’ 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 – 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

64. Future of news |26

66. 47 staff blogs

67. Telegraph TV – web TV channel

68. Podcasts

69. A4 size print your own paper Telegraphpm

70. Comments on every story

71. My Telegraph personal news portal, personal blog space and social network27

73. UK Guardian 29.8 m unique users Source: ABCe Jan 2009

74. 22.8 m for Daily Mail (2.3m for paper) Source: ABCe Jan 2009

75. 22.8 m for Times Online Source: ABCe Jan 2009

76. 21.9 m for The Sun (<3 million for paper) Source: ABCe Jan 2009

77. 25.9 m for The Telegraph Source: ABCe Jan 2009

78. 6.7m for Mirror.co.uk Source: ABCe Jan 2009

79. 10.2 m for The Independent Source: ABCe Jan 2009

80. 160 branded quality news sites in UK alone

83. 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

84. 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

86. Online blogs continue debate over Baby P debacle

87. Insider exposes like NHS Doctor provide an insightful critical look

88. Facebook group on local issues

90. 35

91. 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&apos;s 156 scheduled departures left JFK What JetBlue did Communicated directly with its audiences Admitted that things had gone wrong Explained what had gone wrong Explained what they were going to do about it

93. Understand the audience and how influence works online

94. Understand how traditional media is changing

95. Knowledge share – workgroups, trend spotters etc

96. Get over the ‘technology’ hurdle - use the tools personally to discover PR uses and how to make your job easier

97. It will take time

99. Working towards a strategy |13 January 2008 |Trainer/s: AN Other, Job title and company |39

101. Recognize how the world of communications is changing

102. Understand how the audiences relate to the brand

103. Understand how they relate to each other and the world around them

104. How and where to reach them, what are the rules of the community?

105. Assess client’s business situation

106. Diagnose communications fitness

107. Design integrated Influence Plan that combines traditional and new channels

108. Incorporate broad objectives

109. Define your story

110. Apply your story to relevant outlets

111. Story development

112. Media relations

113. Analyst relations

114. Online influencers

115. Digital Storytelling

116. Social networking

117. Site design

118. Online promotions/ viral

119. Blogging/ podcasting

120. Virtual events

121. Mapping

122. Online / offline impact & cross-linking

123. Quantitative & qualitative reach

124. Campaign performance

125. Business impact

128. ID where conversations happening and WOM networks of influence on the web and offline

129. ID existing/emerging conversations and trends relevant to your organisation, brand, industry, key staff etc

130. ID which traditional media online rank highly in SEO terms

131. Market research, message auditing, pre-crisis and strategic planning, leaks

132. To help plan proactive PR and social media strategy

133. Traditional PR databases/tools (e.g. Mediadisk, Editors, Vocus) fall short

134. Beyond journalists - ‘Normal’ people can be influencers

135. ‘Reputation Insurance’ – Masterfoods

137. Free tools plus your own internal data (e.g. Web analytics)

138. No one solution best – until Google develops ‘Trends’

139. None fully automated – human analysis/filtering required – an evolving industry

140. Can be costly, so vital to plan: What information is most useful

141. Presenting to strategy planners – visual models, Wikis, databases etc

143. Keyword tools: Google Wordtracker

144. Web analytics - Your analytics should show your referring key-words and phrases

145. Analyse web log files

146. PPC Campaigns

148. Check inbound links to your sites via Google: Link:www.yourdomain.com

149. And Yahoo: Linkdomain:yourdomain.com

150. Yahoo! Site Explorer

151. Make sense of what you find

152. Organic search and PPC results for each keyword

153. Google page rank

154. Review source and establish their link community and who they influence

155. Establish whether target for PR, link, partnership or monitoring

156. Issue cluster

157. Contact details

159. 47 Homebrew Source: Michelle Goodall

161. Blogpulse

162. Google blog search

163. Quarkbase

165. RSS subscribers

166. Debate analysis – topics and brand/org share of voice

167. Sentiment analysis – positive, negative, neutral

168. Potential target for PR, link, partnership or monitoring target

170. Yahoo news alerts

171. Review and define source

174. Debate analysis – topics, brand/org share of voice

175. Sentiment analysis – positive, negative, neutral

177. The curated web

179. Twitter Search

180. Twilerts via email

181. #HashtagsPicture by foxypar4

182. Stitching it all together

184. Influential stakeholders impact those who matter, directly and/or indirectly, e.g.. Demos on social policySource: Onalytica

185. Promotional tactics |13 January 2008 |Trainer/s: AN Other, Job title and company |56

187. Speak to your/your clients web analytics team to see what can be measured

188. Test and learn

189. Think about engagement as well as reach

190. Think about ROIPicture by calloohcallay

192. Needs to be:

193. Accessible and easy to navigate

194. Search function for images, text and video – ability to tag all media content when adding for Universal Search

195. Searchable archives

196. RSS

197. Social bookmarking

198. Search Engine Optimised releases and media content

201. PROs ‘tick the online media box’ or use wires and posting sites

202. Perception online coverage less valuable

203. Reality - reach is huge!

204. Negative as well as positive coverage stays online for a long time - affects SEO

205. Measurable – e.g. unique users/view, referral clickthroughs, blog citations, SEO position, outcomes from traffic generated by referral URL

206. Get it right, measure it and watch client perceptions change rapidly

207. You will have ID’d key targets through monitoring process

209. Get the tone right and expect it to develop over time

210. Post regularly

211. Designate editors

212. Be authentic and honest – your thoughts about ghosting?

213. Allow comments – it’s a blog!

215. Identifying your social currency and social objects 63

217. Low-level engagement: as Monitoring plus response-led online presence

218. High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activitiesPicture by cmcbrown

220. Develop a conversation and participate

221. Be open

222. Soft sell

223. Supplement with promotional tactics

224. Use experts and enthusiasts

225. Provide creative and relevant ‘blog fodder’ or ‘social currency’

228. Time intensive - develop editorial team and simple policy guidelines for staff and ‘conversationalists’

229. Each network has different tools and audience – What works for Bebo-ers might not for Facebook-ers

230. Provide regular challenges

231. Rank and reward creativity and talent

232. Amplify content the network creates

235. Final solution is usually agreed by the participating crowd

236. Rewards often Whuffie

237. Many potential applications for PR

238. Idea generation and filtering

239. Tasks being carried out

241. 71 Curated Web

243. Use celebrity broadcast time to create exclusive video and audio content

244. Audio/visual media releases – brings story to life

247. Tonality

248. Brand credibility – can you talk to an audience in this way

249. Viral motivators – humour, self interest, sex, topicality, extreme behaviour, charity

250. Simplicity – best are often the simplest ideas

251. What is the utility?

252. Highly commercial channel – few getting it right

253. Social media creating own viral effect

254. Cost effective?

255. Never guaranteed

256. Message at the mercy of the recipient

259. Consider practical use of web 2.0 tools to support on and offline events

260. Capitalise on existing events

261. Live blog from events (e.g. blogging4business)

262. Videos and podcasts before and after event to extend impact of programme

264. Criteria: minimum prize value, length of competition, copy / branding

265. Live link offered to campaign or org. web sites

266. Product/brand/company photography and/or logo can be used

267. What measurement statistics will be provided

268. How prize fulfilment works

270. Important to establish objectives at outset with site

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. Examples of advertorial content include:

273. Branded surveys/polls with incentive to link out from hosting site

274. Editorial where a greater emphasis on message control required and subject matter very commercial, e.g. new brand variant launched78

276. Add visual support to a campaign, e.g. BBC’s British History Timeline

277. Powerful tools which can tell complex stories

278. Excellent ‘social objects’ and offline media materials

279. Can create viral effect with consumers

280. Ensure you publish URL in media materials and link to SEO and relevant pages on supporting web sitePicture by Pseudo Placebo

282. Conducted blogger outreach that resulted in at least 338 blog posts

283. Executed a Twitter viral campaign that created 25,000 followers

284. Contacted 290, 400 people via LinkedIn

286. Online reputation management

289. Internal and external stakeholders not just staff

290. Need to include agencies - Search, PR, DM etcPeople tend to trust ‘people like us’ – Edelman Trust Barometer

292. Information holders

293. Defenders

294. Conversationalists

295. Expert commentators

296. ‘Technical’ specialists

297. Campaign based teams

298. Legal specialistsPicture by ktylerconk

300. When will you respond

301. How will you cultivate authenticity

302. What information is currency

303. How will you personalise conversations

304. When will you involve legal personnel

305. Draft procedures and protocols85

307. Rules of engagement

308. With whom

309. Through which media

310. Information timings – embargos

311. Exclusivity of information

312. Who they report to – chain of command and who is ultimately responsible and will support them if required

313. SLA

314. What is in it for them

315. Acceptable tone

316. Measurements and success criteriaPicture by chrisamichaels

318. If so, what are you doing about it?

319. If so, put criticism in context

320. Is it on influential site – assess and rank site

321. Who is the detractor – are they influential

322. Are others commenting

323. Is it affecting search ranking

325. Involve lawyers as safeguard –mentioning this can get instant results

326. Get the facts straight

327. Consider message, conversationalist and channels that will be used

328. Review procedures/protocols and mobilise the team members

329. Humour and self deprecation can help

330. Be candid and declare your interest

331. Be brief, to the point and transparent

332. Consider using combination offline media and PPC, e.g. Google Adwords

334. Partners pulled out of business relationships

335. Sustained organised badvocates

338. Image resource library and licence

339. Outline what ‘fair use’ means

340. Be clear in plain language what your trademarks are

341. Be polite and unthreatening in your communications with offenders

342. If you are still struggling with compliance go direct to the ISP or platform owner

344. Hue and cry break outs in the blogosphere over the course of 3 days

347. PR Newswire

348. Internetwire

349. Businesswire

350. Sourcewire

351. Realwire