The document discusses the evolution of Web 2.0 and how it has enabled greater collaboration, information sharing, and user-generated content online. It emphasizes the importance of listening to online conversations and engaging with consumers on social media and blogs. It provides examples like Dell's "Dell Hell" blog that sparked widespread discussion. It also stresses that brands must be transparent online and build real relationships through social media to have positive online conversations and reputation management.

1. WebPR for PR Professionals Melissa Attree ׀ Social Media Strategist ׀ Blogger ׀ WebPR specialist

2. i. Web 2.0 ii. The conversation & WebPR

3. i. Web 2.0

4. The web has given consumers a voice that simply can’t be ignored. Any online presence should be dynamic, it must prompt conversation. No static ‘electronic brochures’, regular updates and ‘movement’. Utilize social media to engage and interact online.

5. “ User-generated content”

6. “ Freedom of expression”

7. “ Someone like me”

8. “ Markets are conversations”

9. “ Shared Intelligence”

10. EPIC 2015

11. Web 2.0 is a trend in the use of World Wide Web technology and web design that aims to facilitate creativity, information sharing, and, most notably, collaboration among users. These concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites , blogs , wikis and folksonomies (tagging & sharing). “ Web 2.0”

12. “ Web 2.0”

13. “ The web is us/ing us”

14. “ Weblog”

15. “ The wisdom of crowds” CC wiki

16. “ The wisdom of crowds”

17. “ Social bookmarking”

18. “ Social bookmarking”

19. “ RSS” CC rss

20. “ RSS”

21. Read using a feed reader / RSS aggregator (Google Reader) Way of syndicating content (summary or in full) Makes news and info accessible and manageable Also website to website “ RSS”

22. “ RSS”

23. “ RSS”

24. “ Content is king” Offline & Online integration Wider applications - live-blog / micro-blog etc.

28. Mobile

29. ii. The conversation & WebPR

30. Somewhere, someone has something to say about your brand…shouldn’t you be listening?

31. Listen / strategise / engage

32. In 2005, an American blogger by the name of Jeff Jarvis bought a machine from Dell, the giant American computer manufacturer. Jarvis paid a considerable amount of money for the four year in home service and support plan. A while later he had to have the machine seen to, but was told to return it, leaving him without a computer for 10 days. It took only a six line blog post about the poor service to generate 253 comments within a few days. Ten follow-up posts and 2800 comments later the blog sparked so much opinion that it gave birth to a colloquial term for a shocking service situation. The expression, Dell Hell, has since become a household term. “ Dell Hell”

33. In 1992 a bicycle enthusiast magazine published an article on the ease of lock picking, and a review of the better locks, and lock systems for bicycle security. The article pointed out the obvious design flaw of the tubular pin tumbler locking system. In 2004 videos began circulating on the Internet which showed how to open these types of locks with a ball point pen. Most of the lock manufacturers had long since opted to drop the lock mechanism for something with more integrity. However, Kryptonite, a lock manufacturer that was predominantly featured in the videos, was not on the ball and ended up facing class action lawsuits in the US and Canada for negligence. In the end not only was Kryptonite forced to sacrifice shelf space, but it's relationship with retailers and consumers nationwide was significantly compromised. “ Kryptonite locks”

34. Google does not forget. You are who Google says you are

35. I found a place, where we can boogie.

39. Be transparent and honest - no flogs Build real relationships. Do not underestimate the human element Be true to the brand ID What is a brand? - don’t forget that. Link social media to ATL etc. Don’t re-invent the wheel - use existing structures. NOT an add-on but a specific channel of communication. Find the evangelists and key opinion leaders. Engage and involve at campaign planning stage. “ Social rules of engagement”

40. CGM (Consumer Generated Media) encompasses social media sites, blogs, customer review sites, forums, podcasts, wikis, discussion groups. Web 2.0 has created spaces on the web where people are voicing their opinions and sharing their stories. Just as in offline PR (press clippings) you need to listen to what is being said and then engage and respond appropriately. It is difficult to control the conversation completely – the key is to listen, engage and then try to shape opinions. (Online Reputation Management) WebPR employs elements of Search Engine Optimization (SEO), social media interaction and Online Reputation Management (ORM.) Optimised press releases / social media release. “ What conversation?”

41. SMPR Content Optimised Shareability Ease of access Help Journos

43. Online media room

44. Initial essential basic SEO and website foundation Optimized media releases. Article dissemination Online Reputation Management and monitoring. Optional addition of a business blog. Introduction of 1 or 2 way RSS feeds – through an Online Media Room or organised news module. WebPR process

45. In line with ATL In addition to traditional PR / event / launch Complete social media strategy (the most complete to date in SA) First SMPR in SA High user interaction and user generated content Makhulu Polane Standard Bank Pro20 series

52. “ Markets are conversations. Talk is cheap. Silence is fatal.” - The cluetrain manifesto