04.Social Media and PR


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  • 2pm – 4.30pm (inclusive 15 min tea break) MODULE 4: MEDIA RELATIONS AND SOCIAL MEDIA Technical: Social Media Press Release, formatting and readying multimedia material for online media Online Media Room: Links, downloads, RSS feeds, keywords, tagging photos and videos, optimizing for search engines, mobile and tablets. Best practices: Responding to media queries via email, Twitter and Facebook. Pitching online media Face-to-face engagement: Organizing Tweetups, Blogger Meets, Facebook Fan Days. Case study: Online media outreach programme.   EXERCISE 5: Case study analysis: Read, discuss and highlight learning points from case studies provided.
  • Boilerplate Relevant links: Photos Graphics Audio podcast Video RSS Tagging Share Comments Trackbacks
  • 04.Social Media and PR

    1. 1. Module 4:Social media and PR 1
    2. 2. Is your website a billboard? 2
    3. 3. Is your websiteupdated regularly? 3
    4. 4. Is your website useful to your own employees? 4
    5. 5. I don’t know who you are.I don’t know your company.I don’t know your company’sproduct.I don’t know what your companystands for.I don’t know your company’scustomers.I don’t know your company’srecord.I don’t know your company’sreputation.Now – what was it youwanted to sell me?Moral: Sales start before yoursalesman calls… 5
    6. 6. Google Quotient• Findability: Can your brand name, product or service be found easily?• Linkability: Are you linking out and being linked by others?• Relevance: Are the search results relevant to your potential customers?• Differentiation: Are the generic searches for your product or service rated higher than your competitor’s? 6
    7. 7. Search engine results are key • 68% click a search result in the 1st page of results • 92% will go up to (at most) 3rd page before changing query (half will switch after 1st page) • 39% believe that the companies whose websites are in top search results are the leaders in their field. Key lesson: If youre not ranking well for your desired search terms, brand names and other important key words and phrases, youre missing out on significant, highly qualified traffic.Source: iProspect & JupiterResearch, Search Engine User BehaviourStudy on Google, MSN, Yahoo! Users, 2008 7
    8. 8. British Airways vs Virgin Atlantic: A basic search results comparison 8
    9. 9. “British Airways” – 1st Page Results • www.britishairways.com - Owned • www.britishairways.com/travel/home/p ublic/en_gb - Owned • www.baworldcargo.com - Owned • www.baworldcargo.com/tracking - Owned • en.wikipedia.org/wiki/British_Airways - Positive • www.britishairwaysjobs.com - Owned • www.britishairways.no - Owned • www.baa.com - Positive • www.oneworld.com/ow/member- airlines/british-airways - Owned • www.baholidays.com/packages/ - Owned 9Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
    10. 10. “British Airways:2nd Page Results • www.foxnews.com/story/0,2933,291 304,00.html - Negative • www.bavirtual.co.uk - Owned • ocaoimh.ie/tag/british-airways/ - Negative • www.bafc.co.uk - Owned • www.londoneye.com - Owned • www.britishairwaysrfc.co.uk - Owned • www.topix.net/com/bab - Positive • www.worldtracer.aero/filedsp/ba.htm - Positive • www.gbairways.com - Positive • www.flybmi.com/bmed - Positive 10
    11. 11. “Virgin Atlantic” – 1st Page Results • www.virgin-atlantic.com - Owned • www.virgin.com - Owned • virgin.com/uk/default.asp - Owned • en.wikipedia.org/wiki/Virgin_Atlantic_ Airways - Positive • www.virginatlanticglobalflyer.com - Owned • www.flyingwithoutfear.info - Owned • www.v-flyer.com - Owned • www.virginatlanticflights.com - Owned • gs19.globalsuccessor.com/fe/tpl_virg in01.aps?newms=hm - Owned • www.airlinequality.com/Forum/vir_atl .htm - Positive 11
    12. 12. “Virgin Atlantic”: 2nd Page Results • www.cheapflights.co.uk/airlines/virgi n-atlantic.html - Positive • www.forbes.com/forbeslife…etc - Positive • www.forbes.com/forbeslife…etc - Positive • www.virginatlanticglobalflyer.com/Mi ssionControl/Tracking/ - Owned • farechase.yahoo.com/airlines/virgin_ atlantic-214281 - Positive • www.engadget.com/2007/01/17…etc - Positive • www.virginmobile.co.za/…etc - Owned • www.cheapflights.com/airlines/virgin atlantic.html - Positive • www.fastcompany.com/…etc - Positive • www.usatoday.com/…etc - Negative 12
    13. 13. British Airways vs Virgin Atlantic Score: 42/50 Score: 44/50• Own website • Own website• Own website • Own website• Own website • Own website• Own website • Positive: Wikipedia• Positive: Wikipedia • Own website• Own website • Own website• Own website • Own website• Positive: Airport website • Own website• Own website • Own website• Own website • Positive: Airline review site• Negative: News site • Positive: Flight deals aggregator• Owned • Positive: Magazine site• Negative: Blog • Positive: Magazine site• Own website • Own website• Own website • Positive: Flight deals aggregator• Own website • Positive: Gadget news site• Positive: News Aggregator • Own website• Positive: Baggage Tracer • Positive: Flights deals aggregator• Positive: Travel booking site • Positive: Magazine site• Positive: Travel booking site • Negative: News site 13
    14. 14. Love vs hate• “I love British • “I love Virgin Atlantic” - Airways” - 436 results 597 results• “I hate British • “I hate Virgin Atlantic” - Airways” - 172 results 3 results Score: 36 / 50 Score: (49.75 rounded up to) 50 / 50 14
    15. 15. Fun test: GoogleFight.com 15
    16. 16. 10 ways to monitor brands for free1. Google Alerts: http://www.google.com/alerts, iGoogle2. Yahoo Alerts: http://alerts.yahoo.com3. Yahoo Pipes: Social media firehose http://pipes.yahoo.com/update_maker/social_media_fire_hose5. Blogsearch.google.com6. Technorati.com7. Search.twitter.com8. Topsy.com9. Socialmention.com10. Compete.com11. Brand Monitor (http://brandmonitor.thismoment.com) Bonus: whostalkin.com, Engag.io 16
    17. 17. Fee-based trackers 17
    18. 18. Understanding basic terms• Hits• Pageviews, Impressions• Unique visitors• Downloads• Embeds• Timespent• Traffic• PPC =pay-per-click, CPM =cost-per-1000• CPC= cost/click, CPA = cost/action 18
    19. 19. Google PageRank• PageRank™ is Googles proprietary system for ranking web pages.• Google grades pages from PR 1 to 10 based on a complex algorithm that takes into account the pages content, and the number and quality of inbound links.• The higher the inbound links, the higher in the search engine results page (SERP) your website/blog will appear after a query. 19
    20. 20. Google AdWords• AdWords is Googles flagship advertising product, and main source of revenue.• AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.• Googles text ads are short, consisting of one title line and two content text lines. 20
    21. 21. Google AdSense• Website publishers can earn a portion of the ad revenue for placing Google- administered text and image ads on their sites or blogs.• The ads generate revenue on a per-click basis.• Google utilizes its search technology to serve ads based on website content, the users geographical location, and other factors. 21
    22. 22. Search Engine Optimization• The process of choosing targeted keyword phrases related to a site, and ensuring that the site ranks higher when those keyword phrases are part of a web search. Paid Paid Organic 22
    23. 23. Wordtracker Free version: http:// freekeywords.wordtracker.com• Enter in keywords and search phrases• Find relevant terms• Use for brainstorming as well as drilling down into specific phrases.• Google Keyword suggestion tool: http://adwords.google.com/select/KeywordToolExternal 23
    24. 24. Google AdWords: search resultsExercise: 1. Search for keywords of your product 2. Who’s advertising your keyword? 24
    25. 25. Google Analytics• Tracks and generates detailed statistics about visitors to a site.• Used to optimize AdWords campaigns by analysis of where the visitors came from, how long they stayed, their geographical position and where exactly visitors click on the site. 25
    26. 26. 15 Google tips 26
    27. 27. Google search tips• Capitalization and quotation marks: Google searches are NOT case sensitive. Searches for najib razak, Najib Razak, and naJIb rAZak will all return the same results. Use “quotes” to include all words. Eg: “a b” “c”3. Limit to .my sites Example 1: killinghall site:com.my Example 2: “najib razak” site: gov.my• Either OR. If you want to include either this or that in result list, use the OR operator (must be upper-case): Example: "siti nurhaliza" OR "datuk khalid” site:my (Leave out the OR, Google returns pages that include both terms) 27
    28. 28. 1. Finding different Filetypes Go to Google > Advanced Search.Try finding Acrobat (pdf), Powerpoint (ppt), Excel spreadsheet (xls) files on any site. Example: site:abc.com filetype:pdf4. Older stuff Try Google Cached or www.archive.org• Images: http://images.google.com, reverse image search and similar image search (Creative Commons: http://search.creativecommons.org/)• Google Finance: http://finance.google.com• Calculator: Eg: 3200+5000 OR 5% of 3527 28
    29. 29. 1. Metric converter Eg: “233 square feet in square meter” or “233 sq ft =? sq m”, “10 acres in hectares”4. Dictionary, acronym finder Eg: define: dodecagon OR define: PCR6. Currency converter (read disclaimer) Eg: currency of Brazil in Malaysian money Eg: 3.578 USD in MYR Eg: 5.6 million British pounds in MYR10. Tools: Recipe tip Eg: half a cup in teaspoons• Weather: Eg: weather Kuala Lumpur• Flight details: Eg: MH1133 or AK5369• Time: Eg: time London 29
    30. 30. RSS• Rich Site Summary/Really Simple Syndication is a method to syndicate your web content out to users. Using RSS files, you can create a feed that supplies headlines, news, blog posts, comments, forum threads, photos, audio files, and even video to your “subscribers”.• Subscribers can use a dedicated software called an RSS reader or aggregator to “pull in” all their favourite web content into one location and scan quickly. Current browsers come with integrated RSS readers.• Users can also use a web-based aggregator to pull-in feeds that are constantly updated and view a web page of feeds. Eg: Bloglines, Google Reader, Netvibes 30
    31. 31. Using RSS1. Monitor News:http://thestar.com.my/rss/http://www.cnn.com/services/rss/http://news.bbc.co.uk/2/hi/help/3223484.stm2. Monitor Press Releases:Intel: http://www.intel.com/intel/rss.htmIBM: http://www-1.ibm.com/services/us/igs/rss/rss.htmlDell: http://www.dell.com/RSS/3. Monitor Blogs:http://www.tonyfernandesblog.com/main.php?tempskin=_rss2http://rockybru.blogspot.com/atom.xmlhttp://www.kennysia.com/atom.xml 31
    32. 32. Exercise: Add feed to iGoogle1. Go to http://www.thestar.com.my/rss 32
    33. 33. 2. Right click RSS, copy shortcut (IE) or copy linklocation (Firefox), or copy link address(Chrome) 33
    34. 34. 3. Open igoogle.com. Click on ADD GADGETSTop left.4. Click on “Add feed or gadget” (bottom left) andpaste URL (over http://) 34
    35. 35. 5. Create a dashboard of feeds and divide into tabs (topic headers) To add a tab, click on down arrow and Add Tab You can add up to 9 posts/updates per feed and re-arrange pages into 1-column, 2-column or 3-column 35
    36. 36. Method B: 1. Clicking on RSS button 1. Switch to Google 2. Subscribe 36
    37. 37. 2. Add to Google homepage 37
    38. 38. Bonus: How to Build a Reputation MonitoringDashboard: http://tinyurl.com/repboardMarty Weintraub, http://www.aimclearblog.com 38
    39. 39. New tools: 1. Social Media Press Release New info: 5Ws & 1H Validate, qualify, quantify with fact or figures Quotes, tweets, status updates Links to related info or resource Share it: FB, Twitter, Stumbleupon, RSS, tagging, commenting etc Embed visuals: Photos, logos, audio Contact info and boilerplate(http://www.shiftcomm.com/downloads/smr_v1.5.pdf) 39
    40. 40. 40
    41. 41. 41
    42. 42. New tools:2. Social Media News Room 42
    43. 43. 43
    44. 44. 44
    45. 45. Example: http://www.newsroom.firstdirect.com/ 45
    46. 46. 3. Creative use of tweets 46
    47. 47. 4. @mention reporters/editors on Facebook 47
    48. 48. 5. Infographics becoming popular• http://dailyinfographic.com/• http://www.coolinfographics.com/• http://www.infographicsshowcase.com/• http://submitinfographics.com/• http://www.infographicsarchive.com/• http://www.visual.ly/• http://infographicjournal.com/ 48
    49. 49. A few words on…• RSS: Use current, otherwise burn your own at Feedburner.com• Bookmarking and sharing: Use Addthis.com or Sharethis.com• Photos: Print=150 – 300 ppi, online 72ppi, jpgs.• Video: Defacto is .flv. Sign up on YouTube, embed within your release. Online editors are now accepting in .wmv or .mov or .mp4 49
    50. 50. A few words on… Managing the Agency• Communicate your objectives clearly• Be clear on your expectations from them i.e. a strategic partner, an ‘arms & legs’ or a press contact• Agency must provide a detailed plan with specifics on how they will take you to where you are headed• Start on project work before signing retainer• Track progress, measure results 50
    51. 51. Managing Expectations in Social media• Get everyone on the same page. (In a crowded market, less likely to make front page, more likely to grow online audience organically)• Be prepared for consequences (when you experiment and try new things)• Set realistic goals for social media campaigns• Under-promise and over-deliver 51
    52. 52. SUMMARY• Less jargon, hype, keep it simple• Make information accessible, searchable, visual, archivable in multiple formats• Provide context (but maintain accuracy)• Embrace social and mobile communities• Listen, Connect, Add Value, Monitor 52