The document discusses how to effectively engage with new media such as social networks and blogs, highlighting the importance of cultivating relationships with bloggers, measuring engagement metrics, and developing compelling content for social media platforms to build awareness and drive traffic. It also provides examples of successful blogger outreach programs and reviews best practices for social media monitoring and participation.

1. DA010 - Professional Diploma in Public Relations - COMM6024EP
Media Relations and New Media
Technology (2011/10)
Lecture 8
New media technology and heir
impact on PR
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only

2. Table of Content
• Web 2.0 media landscape in Hong Kong
• Types and characteristics of new media
• Is social media manageable?
• Ways to measure effectiveness in PR
performance in social media
• Elements in a blogger’s event
• Resources required in engaging social media in
B2B setting

3. Social media….what it is?
THAT WAS 2010……..

4. What happens this year?

5. What is social media?

6. What is new media?
• Is this what you think as new media?
Class:
Class:
•• Which ones not
Which ones not
available in
available in
China?
China?

7. Let’s look at some data

8. Let’s look at some more data
• From a survey by HKAIM
– 90% have used social media in past 6 months
– 56% of them have 3-5 accounts
– Types of accounts:
• Social network
• Instant messaging
• Video sharing
• Internet forum
• Blogging
– 46% spend 1-3 hours a day, 39% spend less than 1
hour a day, and 5% spend more than 6 hours a day

9. Comparison among marketing tools
-- from HKAIM survey

10. Media cycle

11. Tradition & new media

12. Tradition & new media

13. Tradition & new media

14. Tradition & new media

15. Tradition & new media

16. How to develop social media
relations?

17. Why bloggers relations
• 77% of Internet users read blogs
• 89% of journalists conduct research on
blogs
• 72% of bloggers blog to share expertise
• Your blogger relations goals:
– to secure coverage in outlets that connect
with the right target audience/community
– to create opportunities for 3rd parties to share
your stories

18. What’s a blogger event?
• How to make it successful?

19. Keys to success in blogger events
• Find a cool venue. Bloggers are invited to
events every day, so even if your product or
news isn’t the hottest, you can make sure the
venue is. We’ve had success hosting “drop-in”
briefings at our office, but we prefer to invite
bloggers to a cool place that’s not ordinary.
• Timing. Given work and family schedules, the
best time for a blogger event is usually early
evening, but we often conduct a straw poll in
advance of nailing down the date and time.
Remember, bloggers aren’t journalists!

20. Keys to success in blogger events
• The takeaway. While we don’t always have
breaking news to report, a good seasonal hook
can go a long way. For example, if you are
appealing to pregnant mothers, talk about new
breathing techniques that can help babies go to
sleep. This is really your CORE MESSAGE!
• Swag. Inexpensive and relevant giveaways are
always a draw, and as long as you remind your
attendees about disclosure rules, it’s a win-win!

21. Example from Blackberry

22. 5 Cs in blogger relations
• Cultivation
• Collaboration
• Content
• Community
• Communication (sometimes, telephone
and letters still work for bloggers)

23. Pitching
• Pitches MUST be relevant
• Find opportunities to create a meaningful
connection with the individual
• Personalize the pitch
– Reference a previous post
– Comment on a shared like or dislike
• Check their Twitter stream for recent nuggets of
info
• Include sample tweets or Facebook updates
• Use custom links to report and share stats
• What’s the “ask?”

24. Participation Generates Media
Opportunities
• After Gulf oil spill, someone created
@BPGlobalPR account.
– Account was a parody, but everyone didn’t
realize it … especially in the beginning.

25. as a PR blogger, Heather
Whaling saw an opportunity
to talk about “brandjacking”
and crisis communication
Class:
Class:
•• If you work for
If you work for
HP’s media
HP’s media
relations dept,
relations dept,
how would you
how would you
respond?
respond?

26. reporters were looking for online responses to the oil spill …

27. so I responded …

28. the outcome?

29. How to measure?
Does it have to be high tech?

30. Monitoring Goals
• Start with what is manageable and most
important
• Differentiate keywords by motive
(researching, buying, customer service)
• Use your customer’s words
• Refine & expand your keywords
over time

32. 10 social media metrics
• Social media leads. Track web traffic
breakdowns from all social media sources, and
chart the top few sources over time. If members
of your social media networks are sending
referrals, consider measuring this data as well.
• Engagement duration. For some companies,
engagement duration is more important than
page views. For example, if you have a
Facebook application, how much time are social
network members spending using it?

33. 10 social media metrics
• Bounce rate. Are visitors coming to your site
from SM sites but quickly leaving? Maybe your
landing page needs better, more relevant copy.
Maybe the information they’re seeking isn’t
easily found.
• Membership increase and active network
size. This is the portion of your company’s social
networks (e.g., Twitter, Facebook) that actively
engages with your social media content (e.g.,
Twitter, Facebook Pages, etc.)

34. 10 social media metrics
• Activity ratio. How active is your company’s
collective social network? Compare the ratio of
active members vs total members, and chart this
over time. Activity can be measured in a variety
of ways, including usage of social or virtual
applications.
• Conversions. You want social network
members to convert: into subscriptions, sales
(direct or through affiliates), Facebook
application use, or whatever other offerings you
have in your overall sales funnel and that can
somehow be directly or indirectly monetized.

35. 10 social media metrics
• Brand mentions in social media. So, you have
a highly active social network and members are
talking about your company or the company’s
brands. Measure and track both positive and
negative mentions, and their quantities.
• Loyalty. Are social members interacting in the
network repeatedly, sharing content and links,
mentioning your brands, evangelizing? How
many members reshare? How often do they re-
share?

36. 10 social media metrics
• Virality. Social members might be sharing Twitter tweets
and Facebook updates relevant to your company, but is
this info being reshared by their networks? How soon
afterwards are they resharing? How many FoaFs
(Friends of Friends) are resharing your links and content?
• Blog interaction. This is actually more than one metric
lumped together. Blogs are part of an SMM (Social
Media Marketing) toolkit, but only if you allow comments
and interact with readers by responding. If you’re doing
this, encourage responses either directly in the
comments section of blog posts, or via Twitter. (Use a
blog widget that allows this.)

37. How the professionals do it?