The document provides an assignment on analyzing online portals in an African country. It includes discussing how increased bandwidth, mobile usage, and online media have affected consumption of traditional vs. online/mobile news sources. Students are asked to comment on topics like free speech, community interests, internet/mobile adoption gaps, and how availability of online/mobile sources could benefit the local community. The document also provides context on web PR, online reputation management, and case studies on companies' online strategies.
Introduction to social media - Shahnawaz KarimShahnawaz Karim
Introduction to social media. This PPT gives you all the information that you need to know about social media as well as how to implement the campaigns.
How to use social media to engage independent school audiences like prospective students, parents and alumni. Delivered as a workshop for the Association of Independent Schools of New England.
This is a presentation given Sept.15, 2010 for BrightTalk. The subject is a basic primer for viral marketing using social media to create brand 'buzz'. The presented is Michael Crosson, a recognized expert in social media, publisher of SocialMediopolis.com, and the founder of the largest social media marketing group on LinkedIn, with over 95,000 members.
Brand-building in Facebook WITHOUT the Fan PageMerit Pages
To get the most out of this presentation, please click to the "Notes on Slide X" tab next to the comment box below to see the speaker notes.
The Facebook changes announced in September 2011 at the F8 developer's conference significantly impacted fan pages and the way fan page content is received in the newsfeed. Colleges who relied solely on the fan page as their foothold in social media are finding that newsfeed impressions and reach have declined due to changes in the EdgeRank algorithm.
The presentation will show extensive data on how the sharing and engagement rates of personalized content on Facebook is much higher than generic content. It will also share how these institutions are combining this strategy with their "regular" Facebook fan page strategy and creating overall reports and results to share internally and showcase social engagement.
Social Media Advertising presented by www.SocialMediopolis.comMichael Crosson
This presentation was created for a group of international executives attending the Copenhagen Business School during seminars in San Francisco, Oct. 2009. It is focused on helping them understand the general social media advertising landscape and is not intended to be comprehensive or in-depth due to time limitations. Several reference slides included were taken from other presentations and credited at the end.
Overview of Social Media with Case Studies from both Ireland and International. Also cover digital crises and non-commercial case studies of how social media channels can promote and destroy reputations.
I was talking to a few businesses and realized that even when they are doing a lot of B2C, and > S$20MM in revenue, they are still not on social media. So this is a simple introduction on why you should get on social media. (Updated since 2 years back)
Traditional and social media—and the corresponding PR tactics—are often seen to be at odds in the changing communications landscape. However, many businesses fail to realize that most traditional media have embraced social media, and that the latter should be used to complement the former, not replace it. Using my company’s 2008-2010 global communications program as a case study, I will demonstrate the benefits of a blended approach to traditional PR and social media tactics.
This presentation was given at the SIC 2010. Please do not hesitate to contact me, if you have any questions or like to chat.
Personal Branding Social Media Campaign StrategyTori Green
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.
Presentation to Fitzwilliam Institute covering social media and business applications
New case studies include - useage of pix.ie by Guinness, World Cultural Festival, st patricks day festival, playhouse and reach of Facebook Impromptu pages. Added new to Brand management - re: GM CEO daughter making irate comments on GM fb page.
And lots of international and irish scomed examples
Introduction to social media - Shahnawaz KarimShahnawaz Karim
Introduction to social media. This PPT gives you all the information that you need to know about social media as well as how to implement the campaigns.
How to use social media to engage independent school audiences like prospective students, parents and alumni. Delivered as a workshop for the Association of Independent Schools of New England.
This is a presentation given Sept.15, 2010 for BrightTalk. The subject is a basic primer for viral marketing using social media to create brand 'buzz'. The presented is Michael Crosson, a recognized expert in social media, publisher of SocialMediopolis.com, and the founder of the largest social media marketing group on LinkedIn, with over 95,000 members.
Brand-building in Facebook WITHOUT the Fan PageMerit Pages
To get the most out of this presentation, please click to the "Notes on Slide X" tab next to the comment box below to see the speaker notes.
The Facebook changes announced in September 2011 at the F8 developer's conference significantly impacted fan pages and the way fan page content is received in the newsfeed. Colleges who relied solely on the fan page as their foothold in social media are finding that newsfeed impressions and reach have declined due to changes in the EdgeRank algorithm.
The presentation will show extensive data on how the sharing and engagement rates of personalized content on Facebook is much higher than generic content. It will also share how these institutions are combining this strategy with their "regular" Facebook fan page strategy and creating overall reports and results to share internally and showcase social engagement.
Social Media Advertising presented by www.SocialMediopolis.comMichael Crosson
This presentation was created for a group of international executives attending the Copenhagen Business School during seminars in San Francisco, Oct. 2009. It is focused on helping them understand the general social media advertising landscape and is not intended to be comprehensive or in-depth due to time limitations. Several reference slides included were taken from other presentations and credited at the end.
Overview of Social Media with Case Studies from both Ireland and International. Also cover digital crises and non-commercial case studies of how social media channels can promote and destroy reputations.
I was talking to a few businesses and realized that even when they are doing a lot of B2C, and > S$20MM in revenue, they are still not on social media. So this is a simple introduction on why you should get on social media. (Updated since 2 years back)
Traditional and social media—and the corresponding PR tactics—are often seen to be at odds in the changing communications landscape. However, many businesses fail to realize that most traditional media have embraced social media, and that the latter should be used to complement the former, not replace it. Using my company’s 2008-2010 global communications program as a case study, I will demonstrate the benefits of a blended approach to traditional PR and social media tactics.
This presentation was given at the SIC 2010. Please do not hesitate to contact me, if you have any questions or like to chat.
Personal Branding Social Media Campaign StrategyTori Green
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.
Presentation to Fitzwilliam Institute covering social media and business applications
New case studies include - useage of pix.ie by Guinness, World Cultural Festival, st patricks day festival, playhouse and reach of Facebook Impromptu pages. Added new to Brand management - re: GM CEO daughter making irate comments on GM fb page.
And lots of international and irish scomed examples
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Discover how to use Social Media platforms such as Blogging, Twitter, Facebook, and Youtube to help you generate more leads, engage with your community, and monitor your brand's online reputation. This talk was delivered at the North York Civic Centre on behalf of Enteprise Toronto, a City of Toronto initiative.
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Creating an effective PR foundation and strategies Hariom Sharan
In this fast paced workshop, you will understand what elements are required to create successful PR strategies. We’ll cover from foundation to measuring PR impacts. Few successful examples of PR strategies also will be shown at the end of the workshop
Social Media & Philanthropy Workshop (Miami, FL.)KDMC
Knight Digital Media Center presented a workshop on May 1, 2016 for participants in the Knight Media Learning Seminar in Miami. Workshop participants learned about effective practices for gaining visibility and engagement on social platforms.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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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.
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2. Your individual assignment
Online Portals in Africa
o Discuss how increase in bandwidth, mobile usage & online
media affects consumption of traditional news sources vs.
online news sources & mobile
o How many portals are available in the country?
o Comment on free speech
o What is the community interest in specific subject matters
– jobs, news, sport, education, dating?
o How does the availability of online and mobile sources
affect interest and marketing to these communities? How
will it benefit the local community?
o Discuss internet / mobile adoption
o Identify gaps for digital agencies to make an impact
o [An African country has been assigned to each of you]
4. Chapter 3| Web PR & Online
Reputation Management
University of Cape Town
5 August 2011
5. What will I learn today?
Web PR
o How is Web PR different from traditional PR?
o Steps of a PR Campaign
o Important aspects of Web PR
o Engaging with the audience
o Online distribution channels
ORM
o Monitoring
o ORM Tools
o Managing ORM
o Crisis Management
6. Web PR
Controlling what is said about your brand and directing
conversations around it to maintain the brand’s public
image
7. How is web PR different from
traditional PR?
o Two branches of same practice evolved into
completely different media
o Both are about creating engagement between
people and the brand
8. Traditional PR vs Web PR
Traditional PR Web PR
o Mainstream, top- o Negotiates the
down media web
o One-sided o Democratic
information
o Only publisher can o Anyone can
influence content influence content
9. Steps of a PR Campaign
o Conceptualise the message
o Create the message
o Deliver the message
o Observe the response
o Respond
o Follow up
o Network
13. Challenges of Web 2.0
o Create online capital
o Active interaction
o Listen more than you speak
o Talk about others
o Personal recommendations count
o Be visible
o Focus on one channel at a time
o Register on all platforms
16. Your own
platforms
No restriction & full
control on what you can
publish on:
o Your website
o Your blog
o Twitter account
o Facebook
o LinkedIn Profile
o Google+, apps
o Flickr photo stream
o YouTube Channel
17. External Channels
Spread the word through neutral channels – build
relationships with online news & publication sources, article
directories, industry bloggers, etc.
26. Woolworths’
Web PR mistake
Woolworths decided to remove all
religious magazines from their shelves
out of the blue & had huge outcry from
the public. Their response was
damaging to their high value brand,
because of:
1. Bad initial framing of the issue
2. Not managing the media
3. Not engaging with the fans
4. Not moderating comments
http://www.getsmarter.co.za/blog-
marketing/430-marketing-four-web-pr-
mistakes-woolies-could-have-avoided
27. Online Reputation Management
The analysis of your personal, professional, business or industry
reputation as represented by content across all types of online
media channels.
28. Why ORM is so important
1. It protects your brand
2. It allows you to make smart decisions
3. It gives you a lead over your competitors –
the key is listening!
4. It’s the best customer retention tool you have
5. It allows you to measure which marketing /
communication & brand activities are
working
6. It focuses on where to spend your budget to
get the most bang for your buck
Source: http://www.heavychef.com/why-orm-is-so-important/
29. Monitoring
• Gather data from a wide variety of channels, sources & types of media
• Gather both quantitative & qualitative data
• Monitor own platforms, comments, articles, emails & make use of
specialised tools
30. ORM Tools
Depends on company size, budget & amount of media
attention your brand gets
31. Google Alerts
Google is incredibly powerful &
has to be monitored.
1. You need a Google account
to create alerts
2. Found at
www.google.com/alerts
3. To create an alert, type a
word into the “Search terms”
box
4. Properties can be customised
to your specific needs
5. You will receive emails when
something new is posted
online
32. Suggested Google Alerts
o Your company name
o Names of your products
o Name of CEO & prominent personnel
o Your industry
o Your location, where relevant
o Your website URL
o Your biggest competitors
o Your most important SEO keywords
33. Social media
tools
Social networks have their own
proprietary monitoring tools.
There are also many 3rd party
tools that can be of high value,
e.g. Followerwonk, bit.ly etc.
34. Paid ORM
tools
If your company is large or
busy, might be worthwhile
to invest in powerful paid-
for tools, e.g.
www.saidwot.com
www.trackur.com
www.brandseye.com
35. Managing your ORM
Positive Feedback Negative Feedback
o Quick thank you / o Take each one seriously
acknowledgement o Apologise sincerely &
o Promote good comments directly
(don’t overdo) o Don’t be defensive
o Add info, opinions & o Address problem in open
personal messages to o Turn negativity to your
good comments advantage
o Thank brand promoters o Respond levelly & present
publicly, e.g. discount / case with facts & details
promos, good rates o Never delete / hide
comments
38. How to handle a crisis
o Prepare a contact plan for important
stakeholders
o Make a communication strategy for your
online communities
o Don’t ignore a crisis and hope no one will
notice
o Find the places online where discussions are
most active and go straight to the source
o Monitor your online reputation closely with
chosen tools
o Tailor your strategy continuously
40. BP’s Oil Spill Disaster
Classic example of “those who cannot remember
the past are condemned to repeat it”
o BP underplayed the impact of the spills
o Sent out mixed messages
o YouTube Video was #10 most watched video
o ORM tools now include Facebook, twitter
and Flickr photostream, YouTube channel
alone cost $250,000 to create & a
$50million ad campaign