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CommNation
Public Relations & Internet Marketing
Hybrid PR
                                  The Best of Both World!




                             PR 1.0
                                               Hybrid            RP 2.0
                       •TV                    Target Market
                                            reached depending
                       •Radio                on the objectives   •Social Media
                       •Press              and adapted to each   •SEO
                       •Events                    clients        •Newsroom on site
                       •Direct Marketing                         •Optimised press releases
                       •Ect...                                   •Ect..




                                                                            CommNation
                                                                            Public Relations & Internet Marketing
© Catherine Daar juin 2010
Let’s Work Together!           Marketing
                               Advertising




                  Branding      HYBRID           Digital Creations




                              Public Relations
                              Communication

                                                     CommNation
                                                      Public Relations & Internet Marketing
 © Catherine Daar juin 2010
Public Relations     2.0
           From now on your public is not    only
                the media public but billions of
              individuals who have acess to the
                           Internet
                                         CommNation
                                         Public Relations & Internet Marketing
© Catherine Daar juin 2010
Traditionnal Public Relations
                                        RP 1.0
                             ✓ Journalists are the
                               «middleman»
                             ✓ PR are in « demand» of
                               «favours»
                             ✓ Journalists control content
                             ✓ «Manipulation» and «Influence»



                                           CommNation
                                            Public Relations & Internet Marketing
© Catherine Daar juin 2010
PR 2.0
                             ✓ Brands become publishers
                             ✓ Brands become sources of
                                 information for the media
                             ✓   We eliminate the middleman and
                                 reach the public directly
                             ✓   Direct connexion with clients
                             ✓   Conversation with the public
                             ✓   Listen
                             ✓   Connect
                             ✓   Engage conversations and give
                                 opinion
                             ✓   Pull (Inbound Marketing) vs Push



                                            CommNation
                                             Public Relations & Internet Marketing
© Catherine Daar juin 2010
Some Key            Elements               of PR                                    2.0
✓ Keyword optimised Press Releases with direct acess to social media plateforms
✓ Promotion of press releases on social media
✓ Use of press releases distribution services (PRWeb, PRNewswire, BusinessWire,
    ect...)
✓   SEO PR
✓   Link Building
✓   PPC
✓   Participation in discussions in target market communities
✓   Promotion of message through influent bloggeurs
✓   Articles submission to establish expertise
✓   Creation of «social media» newsroom on site
✓   Content creation (articles, podcast, webinars...)
✓   On-going monitoring of campaings and results

                                                           CommNation
                                                           Public Relations & Internet Marketing
© Catherine Daar juin 2010
Before Writing an Article Journalists and Editors
             perform Online Reaserch

                                                                                                                               janvier 2010

         91% use Google
                                          65% use social media
          89% use blogs
                       52% use Micro blogging (Twitter,...)

       Source: http://www.gwu.edu/explore/mediaroom/newsreleases/
       nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearch

                                                                                       CommNation
                                                                                       Public Relations & Internet Marketing
© Catherine Daar juin 2010
«Conversations are
                              taking place with or
                                  without you»
                                           Brian Solis




                               CommNation
                               Public Relations & Internet Marketing
© Catherine Daar juin 2010
Before Launching a PR Campaign you
             need to Optimize your Site


✓   SEO
✓
                                   Internet Marketing
    Web Crawlability
✓   Web Usability
✓   Web Analytics
✓   Optimised Content
✓   Creation of «Path»,
    «Personnas», «Scent Trails»,
    «Revolving Doors»
✓   Conversion Optimisation
✓   Call to action
✓   A/B Testing
✓   Ect....                                 CommNation
                                            Public Relations & Internet Marketing
© Catherine Daar juin 2010
Tools we Use
             Off Line                                      On Line
                                                        Optimized Press Releases
                                                  Social Media (Facebook, Twitter, ect..)
             Radio & TV Advertising                    Strategy & Content Creation
             Campagne d’affichage                         Collaboratives Platforms
           Traditional Press Releases                            PPC/SEM
         Presentations on CD and DVD                          Online Videos
                                                                 Podcasts
                    Press-Kit
                                                         Webinars/Virtual Events
            Brochures & Catalogues                           Viral Campaigns
            Promotional Campaigns                          Blogger’s Relations
          Conferences & Trade show                       Photo Sharing (Flickr, ..)
                     Events                                        RSS
                     Videos                                Social Bookmarking
                Direct Marketing                   Brand and Social Media Evangelists
                 Press Relations                           Articles Submission
                                                    Document sharing/Cases Studies
              Press Conferences
                                                         Widgets & Applications
            Celebrity endorsement                     Email Campaigns/Newsletters
                                                              Online Surveys
                                                           Online Sweepstakes
                                                          SEO PR/Link Building

                                                                  CommNation
                                                                   Public Relations & Internet Marketing
© Catherine Daar juin 2010
CommNation
                             Public Relations & Internet Marketing
© Catherine Daar juin 2010
CommNation
                             Public Relations & Internet Marketing
© Catherine Daar juin 2010
Ressources




           What are you internal ressources?
How much and what do you need to outsource?

                                            CommNation
                                            Public Relations & Internet Marketing
  © Catherine Daar juin 2010
Reflexion and Approach




                                    CommNation
                                    Public Relations & Internet Marketing
© Catherine Daar juin 2010
Recherche


                               ✓ Brand SWOT analysis
                               ✓ Study past campaigns (if existent)
                               ✓ Evaluate the various target market’s level
                                   of knowledge of your brand
                               ✓   What image does the public have of your
                                   brand?
                               ✓   Study competitors campaigns




                                                   CommNation
                                                    Public Relations & Internet Marketing
© Catherine Daar juin 2010
Brand and Identity Reflexion




                             CommNation
                             Public Relations & Internet Marketing
© Catherine Daar juin 2010
The Golden Circle
                               Simon Sinek

                   How
               Value Proposition


                    Why
                    Cause




                  What
              Product and Services
                                             CommNation
                                                 Public Relations & Internet Marketing
© Catherine Daar juin 2010
Define Objectives

✓   What is the actual situation?
✓   What objectives do we want to reach?
✓   Where these PR objectives take place in the global business strategy?
✓   Create measurable objectives
✓   Create a list of what you want to accomplish with your business in the next 6
    months, 1 year, 3 year 5 years.
 Ex: Reputation of the brand, establish yourself as an expert, launch of new product of services,
 increase sales, find partners,...
✓ Define PR objectives
 Ex: start up who needs visibility, establish company who needs to increase its client base,
 merger and aquisitions, alliances, co-branding...




                                                                   CommNation
                                                                    Public Relations & Internet Marketing
 © Catherine Daar juin 2010
Positioning

•What is the brand Identity?
•What do we want the public/clients/medias to know about
us?


•What is our positioning compare to our competitors?


                                            CommNation
                                            Public Relations & Internet Marketing
© Catherine Daar juin 2010
Strategy
                             ✓ What is the global strategy?
                             ✓ Create strategy in adéquation
                               with available ressources
                             ✓ Create strategy in line with target
                               market
                             ✓ How to communicate
                               messages?
                             ✓ At which frequency?

                                                CommNation
                                                Public Relations & Internet Marketing
© Catherine Daar juin 2010
Evolution of an Online Engagement Programm

                                                                                                     Embracing Community
                                                                                                 •Bloggers Tour
                                                                                                 •Thought Leadership Blog
                                                                                                 •Social Networks
                                                                   Engaging online Influencers   •Advocacy
                                      Enriching Content            •Bloggers Outreach            •Contests
                                      •Podcasting                  •Blogger Conference Calls     •Mobile
    Establishing an Online Presence   •Videos                      •Advertising
•Website                              •Games                       •Ally Developments
                                      •Widgets                     •Sponsorships


         Crawl                          Walk                               Run                             Fly

                                               Online Monitoring




                                                                                                   Source: Edelman PR
Messages

✓Define Target Markets

✓Organize Target Markets
by priority

✓Define key messages for
each audience
                                     CommNation
                                     Public Relations & Internet Marketing
 © Catherine Daar juin 2010
Budget

    ✓Revue all actions presented
    ✓Organize actions by priority
    ✓Define the budget
    ✓Select actions according to the budget
    ✓The budget has to be flexible et
        reevaluated according to results of
        campaigns performances

                                       CommNation
                                       Public Relations & Internet Marketing
© Catherine Daar juin 2010
Planning of the Timetable



                              ✓Establish a timetable for 1 year
                              ✓Give deadlines for each actions
                              ✓Identify the Stakeholders
                              ✓Plan the evaluation of each action


                                                    CommNation
                                                    Public Relations & Internet Marketing
© Catherine Daar juin 2010
Mesures and Key Performance
                              Indicators’s
«If it can’t be measured it souldn’t be done!»


✓Define KPI’s for each action
✓Actions should be actionnables
✓Define tools used to measure (free,
paying)


                                                 CommNation
                                                 Public Relations & Internet Marketing
 © Catherine Daar juin 2010
Evaluation of Results


    ✓Did the public respond to our messages?
    ✓If yes, how ?
    ✓Which factors impacted the target market?
     Their reactions? Modification of behavours?
    ✓What is the final impact of the campaign?
    ✓What measurables elements changed the
     brand perception?


                                           CommNation
                                           Public Relations & Internet Marketing
© Catherine Daar juin 2010
What are we Mesuring?
   Concret (data)
✓Traffic (site, press release, emails..)
✓Conversion (sales, newsletter subscription, ...)

Subjective
✓Engagement
✓Opinion
✓Influence
✓Feeling toward the brand (negativ,
neutral, positiv)
                                                    CommNation
                                                    Public Relations & Internet Marketing
© Catherine Daar juin 2010
Mesure Success of PR 2.0 Campaigns

                             ✓   Number of visitors on site
                             ✓   Incoming links
                             ✓   Number of pages visited
                             ✓   Landing pages
                             ✓   Google et Yahoo alerts
                             ✓   Data coming form press release distribution services
                             ✓   Rankings (Alexa, Google..)
                             ✓   Blog Buzz
                             ✓   Number of blog comments and their toned
                             ✓   Videos watched
                             ✓   Réferences of brand on other sites
                             ✓   Message reach (followers,friends, fans)
                             ✓   Leads
                             ✓   Off line media coverage
                             ✓   Public Speaking
                             ✓   General feeling (positive, negative, neutral)
                             ✓    Etc...

                                                            CommNation
                                                             Public Relations & Internet Marketing
© Catherine Daar juin 2010
Evaluation Process for Online Campaigns
                                                   Reasearch of your brand’s
                                                    mention on blogs, social
                                                      medias, forums...




                                                                                              Measure results
                                                                                           (general,feeling, sales
              Create new Actions                                                          increase,...) with various
                                                                                                    tools




                                                                        Evaluate for each action
                             Decision to relaunch or                       action if result in
                              stop certain actions                      adequation with desired
                                                                              objectives



                                                                                        CommNation
                                                                                         Public Relations & Internet Marketing
© Catherine Daar juin 2010
Tools to Mesure Online Reputation and Success of PR 2.0
                       Campaigns




                                     CommNation
                                     Public Relations & Internet Marketing
  © Catherine Daar juin 2010
Questions?
                      Catherine.daar@commnation.com
                                  022/860 1444
                                  078/629 5046
                                    Facebook
                                Twitter: cat00001
                     http://ch.linkedin.com/in/catherinedaar
                                Skype: cat00001
                       Commnation.com (coming soon)




                                                     CommNation
                                                     Public Relations & Internet Marketing
© Catherine Daar juin 2010

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PR 2.0

  • 1. CommNation Public Relations & Internet Marketing
  • 2. Hybrid PR The Best of Both World! PR 1.0 Hybrid RP 2.0 •TV Target Market reached depending •Radio on the objectives •Social Media •Press and adapted to each •SEO •Events clients •Newsroom on site •Direct Marketing •Optimised press releases •Ect... •Ect.. CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 3. Let’s Work Together! Marketing Advertising Branding HYBRID Digital Creations Public Relations Communication CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 4. Public Relations 2.0 From now on your public is not only the media public but billions of individuals who have acess to the Internet CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 5. Traditionnal Public Relations RP 1.0 ✓ Journalists are the «middleman» ✓ PR are in « demand» of «favours» ✓ Journalists control content ✓ «Manipulation» and «Influence» CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 6. PR 2.0 ✓ Brands become publishers ✓ Brands become sources of information for the media ✓ We eliminate the middleman and reach the public directly ✓ Direct connexion with clients ✓ Conversation with the public ✓ Listen ✓ Connect ✓ Engage conversations and give opinion ✓ Pull (Inbound Marketing) vs Push CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 7. Some Key Elements of PR 2.0 ✓ Keyword optimised Press Releases with direct acess to social media plateforms ✓ Promotion of press releases on social media ✓ Use of press releases distribution services (PRWeb, PRNewswire, BusinessWire, ect...) ✓ SEO PR ✓ Link Building ✓ PPC ✓ Participation in discussions in target market communities ✓ Promotion of message through influent bloggeurs ✓ Articles submission to establish expertise ✓ Creation of «social media» newsroom on site ✓ Content creation (articles, podcast, webinars...) ✓ On-going monitoring of campaings and results CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 8. Before Writing an Article Journalists and Editors perform Online Reaserch janvier 2010 91% use Google 65% use social media 89% use blogs 52% use Micro blogging (Twitter,...) Source: http://www.gwu.edu/explore/mediaroom/newsreleases/ nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearch CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 9. «Conversations are taking place with or without you» Brian Solis CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 10. Before Launching a PR Campaign you need to Optimize your Site ✓ SEO ✓ Internet Marketing Web Crawlability ✓ Web Usability ✓ Web Analytics ✓ Optimised Content ✓ Creation of «Path», «Personnas», «Scent Trails», «Revolving Doors» ✓ Conversion Optimisation ✓ Call to action ✓ A/B Testing ✓ Ect.... CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 11. Tools we Use Off Line On Line Optimized Press Releases Social Media (Facebook, Twitter, ect..) Radio & TV Advertising Strategy & Content Creation Campagne d’affichage Collaboratives Platforms Traditional Press Releases PPC/SEM Presentations on CD and DVD Online Videos Podcasts Press-Kit Webinars/Virtual Events Brochures & Catalogues Viral Campaigns Promotional Campaigns Blogger’s Relations Conferences & Trade show Photo Sharing (Flickr, ..) Events RSS Videos Social Bookmarking Direct Marketing Brand and Social Media Evangelists Press Relations Articles Submission Document sharing/Cases Studies Press Conferences Widgets & Applications Celebrity endorsement Email Campaigns/Newsletters Online Surveys Online Sweepstakes SEO PR/Link Building CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 12. CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 13. CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 14. Ressources What are you internal ressources? How much and what do you need to outsource? CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 15. Reflexion and Approach CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 16. Recherche ✓ Brand SWOT analysis ✓ Study past campaigns (if existent) ✓ Evaluate the various target market’s level of knowledge of your brand ✓ What image does the public have of your brand? ✓ Study competitors campaigns CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 17. Brand and Identity Reflexion CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 18. The Golden Circle Simon Sinek How Value Proposition Why Cause What Product and Services CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 19. Define Objectives ✓ What is the actual situation? ✓ What objectives do we want to reach? ✓ Where these PR objectives take place in the global business strategy? ✓ Create measurable objectives ✓ Create a list of what you want to accomplish with your business in the next 6 months, 1 year, 3 year 5 years. Ex: Reputation of the brand, establish yourself as an expert, launch of new product of services, increase sales, find partners,... ✓ Define PR objectives Ex: start up who needs visibility, establish company who needs to increase its client base, merger and aquisitions, alliances, co-branding... CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 20. Positioning •What is the brand Identity? •What do we want the public/clients/medias to know about us? •What is our positioning compare to our competitors? CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 21. Strategy ✓ What is the global strategy? ✓ Create strategy in adéquation with available ressources ✓ Create strategy in line with target market ✓ How to communicate messages? ✓ At which frequency? CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 22. Evolution of an Online Engagement Programm Embracing Community •Bloggers Tour •Thought Leadership Blog •Social Networks Engaging online Influencers •Advocacy Enriching Content •Bloggers Outreach •Contests •Podcasting •Blogger Conference Calls •Mobile Establishing an Online Presence •Videos •Advertising •Website •Games •Ally Developments •Widgets •Sponsorships Crawl Walk Run Fly Online Monitoring Source: Edelman PR
  • 23. Messages ✓Define Target Markets ✓Organize Target Markets by priority ✓Define key messages for each audience CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 24. Budget ✓Revue all actions presented ✓Organize actions by priority ✓Define the budget ✓Select actions according to the budget ✓The budget has to be flexible et reevaluated according to results of campaigns performances CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 25. Planning of the Timetable ✓Establish a timetable for 1 year ✓Give deadlines for each actions ✓Identify the Stakeholders ✓Plan the evaluation of each action CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 26. Mesures and Key Performance Indicators’s «If it can’t be measured it souldn’t be done!» ✓Define KPI’s for each action ✓Actions should be actionnables ✓Define tools used to measure (free, paying) CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 27. Evaluation of Results ✓Did the public respond to our messages? ✓If yes, how ? ✓Which factors impacted the target market? Their reactions? Modification of behavours? ✓What is the final impact of the campaign? ✓What measurables elements changed the brand perception? CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 28. What are we Mesuring? Concret (data) ✓Traffic (site, press release, emails..) ✓Conversion (sales, newsletter subscription, ...) Subjective ✓Engagement ✓Opinion ✓Influence ✓Feeling toward the brand (negativ, neutral, positiv) CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 29. Mesure Success of PR 2.0 Campaigns ✓ Number of visitors on site ✓ Incoming links ✓ Number of pages visited ✓ Landing pages ✓ Google et Yahoo alerts ✓ Data coming form press release distribution services ✓ Rankings (Alexa, Google..) ✓ Blog Buzz ✓ Number of blog comments and their toned ✓ Videos watched ✓ Réferences of brand on other sites ✓ Message reach (followers,friends, fans) ✓ Leads ✓ Off line media coverage ✓ Public Speaking ✓ General feeling (positive, negative, neutral) ✓ Etc... CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 30. Evaluation Process for Online Campaigns Reasearch of your brand’s mention on blogs, social medias, forums... Measure results (general,feeling, sales Create new Actions increase,...) with various tools Evaluate for each action Decision to relaunch or action if result in stop certain actions adequation with desired objectives CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 31. Tools to Mesure Online Reputation and Success of PR 2.0 Campaigns CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  • 32. Questions? Catherine.daar@commnation.com 022/860 1444 078/629 5046 Facebook Twitter: cat00001 http://ch.linkedin.com/in/catherinedaar Skype: cat00001 Commnation.com (coming soon) CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010