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There is something about  New Media
Overall <ul><li>Viral PR </li></ul><ul><li>SEO </li></ul><ul><li>Social Network </li></ul><ul><li>Blogging </li></ul><ul><...
The Use of Viral Marketing in Public Relations-  what is viral marketing? Viral marketing is network-enhanced word of mout...
Viral PR and Marketing – Our Take Viral PR and marketing techniques are those that use pre-existing social networks, eithe...
A case study:  Dove - Evolution  <ul><ul><li>With not a penny of paid media and in less than a month, &quot;Dove Evolution...
Viral PR Pros and Cons <ul><li>Powerful:  benefit of online rather than commercials on TV </li></ul><ul><li>Low-cost : “fr...
Viral PR Other thoughts … <ul><li>What is your key message? </li></ul><ul><li>Options: SEO, Social networking, Blogs… </li...
<ul><li>Getting traffic --> Better ranking </li></ul><ul><li>How to become visible to your target audiences, across as man...
<ul><li>Write something news worthy </li></ul><ul><li>Run it through the proper channels over the phone, email…etc. </li><...
DOs DON’Ts <ul><li>Make sure the press release    is well written, to the point and    easy to understand </li></ul><ul><l...
Changes in SEO/SEM <ul><li>Personalization </li></ul><ul><li>Google’s ‘Universal Search’ </li></ul><ul><li>Incorporation o...
Social Network
Social Network Facts <ul><li>24 million British adults have signed on to social networking    websites </li></ul><ul><li>6...
Facts <ul><li>26% of Europeans in the over-55 age bracket visit a social-   networking site at least once a month.  </li><...
Social Network Kinds of Social Networking Websites <ul><li>There are special networking sites for everyone ...   </li></ul...
Social Network Pros Cons <ul><ul><li>Specialized Audience </li></ul></ul><ul><ul><li>A more willing audience </li></ul></u...
Social Network But why should you choose this medium? <ul><li>Social networks are the next step for the viral marketing of...
Social Network Companies that are using Social Networking <ul><li>H&M </li></ul><ul><li>Virgin </li></ul><ul><li>Victoria’...
A brief history in Blogging <ul><li>Jan 1994 Justin Hall, one of the earliest recognized bloggers,    launches his site </...
A brief history in Blogging <ul><li>2001 is considered to be the tipping point for blog acceptance   - How-to guides were ...
Blog Facts <ul><li>Many blogs are maintained by individuals as personal diaries </li></ul><ul><li>Other blogs are maintain...
How To Use Blogs For PR Purposes <ul><li>Transparency is Key! </li></ul><ul><li>Personalize your messages to bloggers </li...
Blogging VS Traditional Media <ul><li>Ordinary people have become influential citizen journalists </li></ul><ul><li>Blogos...
Podcasting <ul><li>An audio blog or blog post available for download or live streaming </li></ul><ul><li>Should contain cl...
A Virtual World... <ul><li>...is a computer-based simulated environment intended for its users to    inhabit and interact ...
Known Virtual Worlds Second Life Virtual World Active Worlds Muse Cybertown There
PR Activities In Virtual Worlds <ul><li>Some lead brands have presences on Second Life whilst Apple has    created a virtu...
Has PR left behind in the emergence of new media? <ul><li>PR practitioners can get the best out of New Media technologies ...
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New Media Presentation for PR Course

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New Media Presentation for PR Course

  1. 1. There is something about New Media
  2. 2. Overall <ul><li>Viral PR </li></ul><ul><li>SEO </li></ul><ul><li>Social Network </li></ul><ul><li>Blogging </li></ul><ul><li>Virtual World </li></ul>
  3. 3. The Use of Viral Marketing in Public Relations- what is viral marketing? Viral marketing is network-enhanced word of mouth. --Steve Jurvetson Draper Fisher Jurvetson Viral PR
  4. 4. Viral PR and Marketing – Our Take Viral PR and marketing techniques are those that use pre-existing social networks, either alone or with careful encouragement, can spread information, through self-replicating virus-like processes. Forms: emails. video clips, interactive Flash games, e-books, branded software, images, text messages. Viral PR Source:Wikipedia
  5. 5. A case study: Dove - Evolution <ul><ul><li>With not a penny of paid media and in less than a month, &quot;Dove Evolution,&quot; a 75-second viral film created by Ogilvy & Mather, Toronto, for the Unilever brand has reaped more than 1.7 million views on YouTube </li></ul></ul><ul><ul><li>It has gotten significant play on TV talk shows &quot;Ellen&quot; and &quot;The View&quot; as well as on &quot;Entertainment Tonight.” </li></ul></ul><ul><ul><li>It's also brought the biggest-ever traffic spike to the campaign website: CampaignForRealBeauty.com(three times more than Dove’s Super Bowl ad and resulting publicity in 2006) </li></ul></ul>Viral PR Source: AdAge.com
  6. 6. Viral PR Pros and Cons <ul><li>Powerful: benefit of online rather than commercials on TV </li></ul><ul><li>Low-cost : “free advertising” </li></ul><ul><li>High credibility: depend on voluntary action </li></ul><ul><li>Brand image: clear message </li></ul>Pros <ul><li>Randomness: </li></ul><ul><ul><ul><li>One cannot know exactly where a viral message is going or who is going to see it </li></ul></ul></ul><ul><ul><ul><li>It might reach millions in a targeted audience or all the wrong people in an audience never considered. </li></ul></ul></ul><ul><li>It may make damage: Cola + Mentos </li></ul>Cons
  7. 7. Viral PR Other thoughts … <ul><li>What is your key message? </li></ul><ul><li>Options: SEO, Social networking, Blogs… </li></ul><ul><li>Set Youtube channels </li></ul>
  8. 8. <ul><li>Getting traffic --> Better ranking </li></ul><ul><li>How to become visible to your target audiences, across as many relevant channels as possible </li></ul>SEO press release is about… Why? <ul><li>Millions of visitors search for a story by using a search engine </li></ul><ul><li>Editors may contact you based on your properly optimized press release </li></ul><ul><li>Your chosen keywords build brand awareness </li></ul><ul><li>Good PR strategy </li></ul><ul><li>Cheaper </li></ul>SEO
  9. 9. <ul><li>Write something news worthy </li></ul><ul><li>Run it through the proper channels over the phone, email…etc. </li></ul><ul><li>Wait for media calls </li></ul>How? Traditional press release SEO press release ………………………… √ Optimized with keyword-rich content … .……… SEO … .……… Drive traffic directly to your site
  10. 10. DOs DON’Ts <ul><li>Make sure the press release is well written, to the point and easy to understand </li></ul><ul><li>Publish your release on your website too </li></ul><ul><li>Study your web stats in details </li></ul><ul><li>Make it a keyword cloud </li></ul><ul><li>Stop tweaking when creating a new campaign </li></ul>SEO
  11. 11. Changes in SEO/SEM <ul><li>Personalization </li></ul><ul><li>Google’s ‘Universal Search’ </li></ul><ul><li>Incorporation of social media , product placement , PR , blog and viral marketing , video and image optimization as well as traditional SEO and SEM may be required to increase chances of getting listed </li></ul><ul><li>Social media influences search results </li></ul>SEO Reference: http://toprank.blogspot.com/ http://www.pandia.com http://www.ask-kalena.com
  12. 12. Social Network
  13. 13. Social Network Facts <ul><li>24 million British adults have signed on to social networking websites </li></ul><ul><li>62 million people,all over the world are hooked on to Facebook. </li></ul><ul><li>British businesses are loosing up to £6.5 billion in lost productivity. </li></ul><ul><li>One FTSE-listed company reported up to 30% of its internet capacity is clogged by its social-networking employees. </li></ul><ul><li>Now two-thirds of British companies are said to be banning or restricting access to such sites. </li></ul>Source: Whose pressing your buttons on Facebook? Dated 3 rd february 2008 by Kathy Brewis http://technology.timesonline.co.uk/tol/news/tech_and_web/the_web/article3277046.ece
  14. 14. Facts <ul><li>26% of Europeans in the over-55 age bracket visit a social- networking site at least once a month. </li></ul><ul><li>The past year has seen a 12% jump in “silver surfers”. </li></ul><ul><li>H&M and Virgin are just a few of the brands that have set up groups on Facebook, which are like clubs that (they hope) their target market will want to belong to. </li></ul>Source: Whose pressing your buttons on Facebook? Dated 3 rd february 2008 by Kathy Brewis http://technology.timesonline.co.uk/tol/news/tech_and_web/the_web/article3277046.ece Social Network
  15. 15. Social Network Kinds of Social Networking Websites <ul><li>There are special networking sites for everyone ... </li></ul><ul><li>... from a Small World which is a niche website with members like Tiger Woods and Naomi Campbell ... </li></ul><ul><li>... to Facebook , to Bebo ... </li></ul><ul><li>... MySpace where you can interact with celebrities and ... </li></ul><ul><li>... Club Penguin or Habbo Hotel for kids. </li></ul>
  16. 16. Social Network Pros Cons <ul><ul><li>Specialized Audience </li></ul></ul><ul><ul><li>A more willing audience </li></ul></ul><ul><ul><li>Messages can be presented uniquely </li></ul></ul><ul><ul><li>Direct monitored contact with the audience and easier to get feedback </li></ul></ul><ul><ul><li>Privacy can be an issue </li></ul></ul><ul><ul><li>Can turn against you r organization, where groups are formed against the organization </li></ul></ul><ul><ul><li>People might not believe it is an authentic message </li></ul></ul>
  17. 17. Social Network But why should you choose this medium? <ul><li>Social networks are the next step for the viral marketing of brand names and products. </li></ul><ul><li>Traditional online advertising is inefficient: only 1 in 200 people bother to click on banner ads, and a fraction of those people actually go on to buy. </li></ul><ul><li>62m people on Facebook are averaging 28 minutes a day it, it’s a shop window business can’t ignore. </li></ul><ul><li>Britain is the third keenest online networker after the US and Canada; the 24m British adults using social networks such as Facebook spend on average 5.3 hours a month doing it. </li></ul>
  18. 18. Social Network Companies that are using Social Networking <ul><li>H&M </li></ul><ul><li>Virgin </li></ul><ul><li>Victoria’s Secret </li></ul><ul><li>Skins-the TV show </li></ul>
  19. 19. A brief history in Blogging <ul><li>Jan 1994 Justin Hall, one of the earliest recognized bloggers, launches his site </li></ul><ul><li>Dec 1997 Jorn Barger coins the term web log </li></ul><ul><li>Nov 1998 Cameron Barrett publishes first list of blog sites </li></ul><ul><li>April 1999 Peter Merholz changes web log to “web blog,” later shortened to blog </li></ul><ul><li>Oct 1998-Aug 1999 appearance of first blogging tools </li></ul><ul><li>Soon after, permalinks, blogrolls, TrackBacks, and blog search engines were developed, further popularizing blogs </li></ul>Blogging
  20. 20. A brief history in Blogging <ul><li>2001 is considered to be the tipping point for blog acceptance - How-to guides were developed - Journalism schools began offering courses of study in blogging </li></ul><ul><li>2002 US Senate Majority Leader Trent Lott forced to step down as a result of the action of political bloggers </li></ul><ul><li>2004 Merriam-Webster Dictionary declares “blog” the word of the year </li></ul><ul><li>Jan 2005 Fortune lists eight bloggers as those business people “could not ignore”: Peter Rojas, Xeni Jardin, Ben Trott, Mena Trott, Jonathan Schwartz, Jason Goldman, Robert Scoble, Jason Calacanis </li></ul><ul><li>2007 Tim O’Reilly proposes a Blogger Code of Conduct </li></ul>Blogging
  21. 21. Blog Facts <ul><li>Many blogs are maintained by individuals as personal diaries </li></ul><ul><li>Other blogs are maintained by professional journalists, organizations, PR practitioners, and professional bloggers </li></ul><ul><li>The most recognized blog form is text-based with some pictures added </li></ul><ul><li>Other forms are artblogs, photoblogs, vlogs (video logs), podcasts (audio), MP3 blogs (music), micro-blogs (which consist of very short posts), link logs (lists of hyperlinks), and sketchblogs </li></ul>Blogging
  22. 22. How To Use Blogs For PR Purposes <ul><li>Transparency is Key! </li></ul><ul><li>Personalize your messages to bloggers </li></ul><ul><li>Respect bloggers’ time and intelligence as you would mainstream media </li></ul><ul><li>Quality always wins over quantity </li></ul><ul><li>Learn the blogging hierarchy in your field </li></ul><ul><li>Use social media press releases for more fluidity to bloggers </li></ul><ul><li>Participate in the discussion in your field - Join blogrolls - Post thoughtful comments on influential blogs - Launch a corporate blog </li></ul><ul><li>Check Technorati for top 10 influential blogs in each specialty </li></ul>Blogging
  23. 23. Blogging VS Traditional Media <ul><li>Ordinary people have become influential citizen journalists </li></ul><ul><li>Blogosphere competes with traditional media for influence </li></ul><ul><li>Some stories break first in blogs and are picked up by print and broadcast media </li></ul><ul><li>Blogs are more interactive with audience than traditional media </li></ul><ul><li>PR must be transparent in blogosphere, where it might not be in traditional media - Failing to be transparent will result in negative backlash - Wal-Mart travel journal example </li></ul>Blogging
  24. 24. Podcasting <ul><li>An audio blog or blog post available for download or live streaming </li></ul><ul><li>Should contain clear key messages, with intro and concl </li></ul><ul><li>Easy to produce for newcomers / technologically-wary users - Record on a laptop with existing built-in microphone - Use free recording and editing software such as Audacity - Host on free media storage sites such as OurMedia.com - Upload speeds increased by using uplink software such as SpinExpress - Once uploaded, a podcast can be linked to a blog post via hyperlink or it can become the post itself by copying a code into a post entry </li></ul>Blogging
  25. 25. A Virtual World... <ul><li>...is a computer-based simulated environment intended for its users to inhabit and interact through avatars. </li></ul><ul><li>...may appear similar to the real world or some hybrid fantasy world. </li></ul><ul><li>...encompass computer conferencing and text-based chatrooms. </li></ul><ul><li>...has increasing number of users and provides a source for businesses and governments to gather and collate information for their use. </li></ul>Virtual World
  26. 26. Known Virtual Worlds Second Life Virtual World Active Worlds Muse Cybertown There
  27. 27. PR Activities In Virtual Worlds <ul><li>Some lead brands have presences on Second Life whilst Apple has created a virtual store </li></ul><ul><li>The use of PR in virtual worlds is a relatively new idea </li></ul><ul><li>There are prospects of commercial success within the virtual worlds </li></ul><ul><li>A Text100 example </li></ul>Virtual World
  28. 28. Has PR left behind in the emergence of new media? <ul><li>PR practitioners can get the best out of New Media technologies by doing the right things with new media toolkits which includes: </li></ul><ul><li>By creating a page that targets a specific audience </li></ul><ul><li>By creating a lot of links to your site and blog </li></ul><ul><li>By tagging your page into subject directories </li></ul>Conclusion

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