Post on 10-May-2015
description
Online PR – IIA Diploma in Digital Marketing 6th December 2010
Prepared by
Agenda
Social Media Policy
Crisis Management
Changing Media
Toolkit
Online PR Strategy
Landscape Mapping
Slattery Communications – Where to find us.
Introductions
•Yourself
•Experience with Online PR/Social Media.
•What you want from today.
The Battle Ground
Who scores well.
•Well optimised Hybrid sites.
•UK Consultancies.
•Articles.
•Courses.
•Social Media Experts.
•SEO Companies.
•Some PR Agencies.
•Suppliers – Distribution companies.
PR Toolbox
Press releases
Media Relations
Investor relations
Guerrilla Activity
Internal Communications
Interviews
Brand ambassador activity
Press Briefings
Investor Relations
ConferencesCrisis
Management
Brand Publications
Events
Whitepapers
Product Launches
Audio Features
VNR
Press Trips
Brand PublicationsCorporate
Videos
Advertorials
Our Clients
The Online Explosion
WIKIs
Press release distribution
Online Monitoring
Social Networks
Internal Blogs
Forums
Widgets
Virtual World Events
Social Book Marking
Online Reputation Mgm
Social SearchDark Blogs
Skypecasts
Webcasts WebchatsInternet Radio
Blogger Relations
RSS Feeds
Forums/Boards Twitter
SEO Press Releases
Mashups
Social Media Releases
Folksonomies
Online Media competitionsOnline Surveys
Infographics
Tagged Photos
Social Bookmarking
Online Video
Traditional PR Vs. Online PR
Traditional PR
•Catch-all materials.
•Structured.
•Media vehicles required.
•Producer driven.
•Pagination restrictions.
•Influencers = journalists.
•Manageable networks.
•ROI difficult to measure.
Online PR
•Tailored material.
•Conversational.
•Conumer owned media.
•Consumer driven.
•No pagination issues.
•Key influencers?.
•Huge networks.
•ROI easier to measure.
Online PR Themes
•Advertiser does not control the message.
•Democratisation of communications.
•Blurring of Content producers/Consumer = Prosumers.
•Things happen fast.
•Online content is resilient.
•Online PR happen in an open environment.
Media Consumption.
•Radio.
88% (1991) 85% (2008).
•Daily Newspaper Readership
1993 65% - 2008 (64%-56%)
•TV RTE 2002
(2002) 54.5 minutes – (2008) 50.4 minutes
Source: JNRS/Landsdowne Market Research
Traditional News Cycle
Journalist The Story
Proactive•Sources
•Research•Interviews
Reactive•PR news releases
•Events •Agenda
•Other news media
Your Audience
News is •Controlled
•Follows a procedure•Limited Audience response
Current News Cycle
Journalist The Story
Proactive•Sources
•Research•Interviews
Reactive•PR news releases
•Events •Agenda
•Other news media
Your Audience
BlogsTwitter
SMSVideo
SM
News is : •Immediate
•Conversational•Less controlled•Wide Sources
•Engaged
Blogs/Twitter/YouTube/Pix.ie
Search ToolsGoogle (Web)/ Technotrati /Icerocket
(blogs)/RSS feeds Social Networks
Journalist Changing Habits
•Substantiate leads via web
•Go online before contacting press office
•Write headlines optimised for the web
•98% of journalists go online daily
•92% for article research
•76% to find new sources/experts
•73% to find press releases
•51% use blogs regularly
•33% to uncover breakings news or scandal
Source: Middleberg/Ross Survey of the Media. Image www.journalism.com.np/
Irish Times Analysis
• 33 +
•152 K Tweets
• 46 K Followers
• 12 K Following
• 2.5 K Listed
•25 K Tweets
Blogs
• 12+ blogs
• Fashion to Technology
• Low interaction
Pod Casts
Irish Times
iTunes Social Buttons
Irish Times
Facebook Linked In
•Not just a newspaper.
•Multiple channels.
•New content forms.
•Open contact.
•Engagement.
•Monitoring.
They are not alone
New kids on the block
•Emergence of community based and aggregator news sites.
•Rapid content
Insights
•Monitoring essential
•Research esp Boards.ie.
•Looking for leads and spokespeople.
•Pushing and discussing the story.
•Taking Twitter comments on air.
•Use as basis for breaking stories.
•Personal insight.
•Splintering of relationships.
Top 12 Things to do!
1. Follow journalists in your area.
2. Create lists.
3. Track interests.
4. Watch for opportunities.
5. Start to engage/conversation (twitter to email to phone).
6. Utilise multiple channels.
7. Create multi media content. SMPR.
8. Utilise PR material in SM.
9. Respond to media shows via Twitter.
10. Provide expert commentary (LinkedIn, blog to twitter).
11. Utilise bloggers. Guest blog to blogger relations.
12. # Campaigns
Giving new life to the press release.
Skills.
•Video.
•Audio.
•Blogging.
•Social Media.
New Value Proposition?
1. Know how?
2. Technical skills?
3. Networking?
Networking.
Online
Offline
Where is it all going?
Building a StrategyInternal
•Overall business objectives.
•Social and Online PR objectives.
•Describe success.
•What you need to succeed.
•How to mitigate the risks.
•Timings and budgets.
•Credibility
•Brand perception
•New products
•Generate sales
•Negative commentary
•Measureable, results, timely
•Link back to business objectives
• Behaviours• Demographics• Psychographics• Goals and messages per different audience
• Length
• Term
What’s next!
Plan Communication•Listen/Engage/Monitor
•Content Streams
Channels, Assets, Tactics•Review tools/Tactics
•Social Currency•Conversationalists
•Asset creation•Integrate
Mapping•Competitors
•Keywords/Key phrases•ID commentators
•Key SM•Reporting
Teams and Collateral•Multi agency
•Multi Department•Crisis Plans
•SM Guidelines•Content
•Capability
Evaluate
•Metrics
•Agile
•Map and share
Social Media Monitoring
• Who you should monitor• How to do it• The tools to use• What do do with the data
Why Monitor?
Find online stakeholders & influencers Identify where online conversations about you occur Find existing/emerging trends relevant to your brandIdentify competitorsIdentify themes, stories, content for proactive PR and social media strategy Start to take part in the conversation & represent yourself to interested parties.Represent yourself to people giving out about you.
Monitoring tools? Take your pick.
Who to Monitor?The most important person to monitor is yourself
Google Analytics
Code you add to your site, allows you to:•Measure visits•What they look at & for how long•Where they are coming from•How they are finding you•Bounce rate:
Measures visit quality. A high Bounce Rate indicates that visitors aren’t sticking around
Clicky - www.getclicky.com
Subscription service - with Free TrialReal time monitoring (Google claims 3 hours lag on Analytics)More customisable than google analyticsTrack specific actions visitors takeTwitter Keyword monitoring
Google Keyword Tool
Part of AdwordsNot really a monitoring toolBut gives you a sense of the lay of the land;online competitor analysis.Shows local & global searches
New Insight for search functionhttp://www.google.com/insights/search/#
Google Alerts
Get an RSS feeder & sign up for Google Alerts.Any mentions will pop into your inboxSpecify how often: as it happens, once a day, etc.
• FreeFree• Easy to useEasy to use• Not very accurateNot very accurate• Monitor yourself & the Monitor yourself & the competitioncompetition
Searches Message boardsSearches Message boards Only use advanced searchOnly use advanced search
Get an RSS feeder & sign up for Google Alerts
Social Mention socialmention.com
Real time social media monitoring;offers alerts - like google’s, but just for social mediaOffers topline figures on sentiment, Keywords, etc.Good for the bigger
Klout - Klout.com
Shows influence of individual tweetersLevel of activity & ConnectionsGreat way of sussing out online personas
BoxcarPush Social media monitoring for iPhoneTwitter, Facebook & Email
Digg & Stumbleupon
Topic based Bookmarking & Recommendation sites Allow you to find popular sites & articles according to topic Identify influential bloggers in your fieldAlso allow you to push out your content
Paid Services
Radian 6Blog & Social media monitoring serviceOffers multiple data displays
Row feederOne term for free, exports reports in Excel
O’Leary AnalyticsBespoke online monitoring & IRISH
Most importantly: The social networks themselves
• Look for people & terms on Facebook• Use Twitter clients to monitor who’s DM
& RTing you.
Use the data to decide:Use the data to decide:
Who your audience isWho your audience isHow they find youHow they find youWho your key influencers areWho your key influencers areWho are your competitors & what are they Who are your competitors & what are they doingdoingWhat content attracts interaction & engagementWhat content attracts interaction & engagementWhat you want to say & how you can make it What you want to say & how you can make it uniquely yoursuniquely yoursHow you can insert your content into existing How you can insert your content into existing online conversationsonline conversations
What to do with the data?
Top Ten pointers to setting up a Top Ten pointers to setting up a Social Media Campaign.Social Media Campaign.
1. Research & Monitor1. Research & Monitor
Monitoring we’ve covered….
You need to know your customers.
• Are your customers using social media?• Which platforms are they using?• How do they use them?• How can you join their conversation?
What are your competitors doing online?
2. The Big question2. The Big question
Decide what you want to achieve:What are you aiming for?• Raising awareness? • Winning new customers? • Retaining existing ones? • How are you going to measure the success of your social media strategy?
3. Create Guidelines3. Create Guidelines
You’re doing away with the media middleman. Therefore, you need rules & guidelines to ensure you stay on the right tracks.
• Tone of Voice• How to handle interaction• How to deal with criticism
http://socialmediagovernance.com/policies.php
4. Ensure Adequate Resources4. Ensure Adequate Resources
Social media needs to be someone’s responsibility. Not the IT guy. Not an intern. It should be someone with front of house or marketing experience.
• Who’s going to be responsible for your social media campaign? • Who will create content? • Who will interact with customers? • How much time are you going to devote to social media?
5. Internal engagement5. Internal engagement
Going social means that your company needs to embrace “social” inside and out.
Every single employee of yours represents your company. Whether it’s actively or passively. Inform them about your social media strategy.
They can be advocates, active recruiters, brand ambassadors, etc.
6. External Advocates6. External Advocates
Your employees aren’t your best supporters - your customers are.
Engage & incentivise them to become advocates, write reviews, get involved...
Not a Brand economy – It’s a Fan economyNot a Brand economy – It’s a Fan economy
7. Interaction7. Interaction
If people get in touch with you via social media you must respond.
If you are faced with complaints, deal with them honestly. But remember you are doing so publicly. So BE NICE.
Whether responding to positive or negative comments, try to give the customer what they want.
8. Contingency8. Contingency
Know what you’re going to do if something goes wrong.
Nothing travels faster online than news of a screw up
Manage your reputation by knowing the risks, being prepared and nipping any bad press in the bud.
9. Content is King9. Content is King
Your business has interesting and valuable information.
Use it IMAGINATIVELY to create content around issues that your customers will respond to & pass on to their peers.
10. Patience10. Patience
Social media takes:• Time• Commitment to your strategy• Honesty & Fidelity to your customers• & more time
People are bombarded with People are bombarded with messages from media outlets, messages from media outlets, friends, brands & businesses. friends, brands & businesses. How can you stand out?How can you stand out?
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The Power of Social Platforms
58
Platforms: Facebook
Overview
• 500 Million Active Users worldwide
• 1,451,160 in ireland• 791,060 of those are Women• Only 6 years old
How do businesses use Facebook?
• 55% awareness/reputation• 47% marketing channel• 37% brand monitoring• 32% customer feedback• 25% customer service• 16% sales channel
Facebook Analytics
Great ability to track usersUser trends; time of visitDemographicsWeekly update of user activity on page
Case study: Bacardi Ireland
• 16,351 Likes• Targeted for 18 -30 year olds• Driven by online promotion• & Real world Interaction• Content that interests target audience;
eg. 7k entries for Electric Picnic Comp• On Brand messages• Inline with fan usage of Facebook, re.
Music, photos, video, etc.• Targeted advertising
Promotions
• Facebook has recently changed how it runs promotions
• Monetising promotions through third party applications
• No native fuctionality to enter• No guns, dairy or alcohol as prizes• No sweepstakes in India or Sweden
Some (oldish) figures
75% of twitter users joined in 2009
10,000 new accounts opened per day
35% of Twitter users have 10 followers or less
9% of Twitter users follow no one at all
10 billion tweets
Best Practice
• Interact with your influencers
• Interact with your customers
• Promote your content
• Spread relevant information
• Create your own format
• Crowdsource - ie. ask for help
• Use a Twitter client;
Eg. Tweetdeck, Brizzly or Hootsuite
Blog
Your own online presenceFree software & hosting makes it
easy to set up and manage• Wordpress• Blogger• Tumblr• Posterous
"LinkedIn is the office, Facebook is the barbecue in the backyard, and MySpace is the bar”, Reid Hoffman, CEO, LinkedIn
• 65+ million users worldwide
• Average household income $109,000 USD
• 85,000 new sign ups every day
• 100,000 Irish members
• Trusted as B2B platform
• Professionals use LinkedIn to build networks
• Connect with business owners locally and internationally
• Share insight, answer questions, become a resource
• Self-Promotion & recommendation
• Advertising also offered
Flickr & Pix.ie
Photosharing sitesGreat for broadening your digital footprintDon’t tell. Show.Great for user generated content which can be reintegrated into your website. Eg. Guinness Storehouse
YouTube
Second biggest Search engineVideo content is growingIntegration into website and Facebook pagesAnnotations allow for SEO of video contentVideo press releaseThink how you can make sticky video content, eg. Bacardi Ireland
Foursquare & Location
Great scope for promotionsReward regular customersUsers recommend according to locationFacebook Places on the way(supposed to be working now)
Postling
Postling is a one stop shop• A dashboard that monitors all social media presences • Reports on mentions• Freemium & Premium offerings
Types of Social Media campaigns
Customer relations
Social media is ideal for keeping in contact with your customers:• Dealing with issues• Answering questions• Informing about new products, services, etc.• Meteor is a great example.
Sales
Social Media lends itself to tactical campaigns to specific groups:
• Dell on Twitter• Albion Bakery
Brand Engagement
Use social media platforms’ functionality to get your audience doing something
• Orange’s Glastophoto
Virtual Tours
Use social media to show your audience around a particular place• Ferris Bueller badge in Chicago• Dublin City iPhone app
Augmented reality app on iPhone and AndroidTourism providers can add their own content & details100,000 downloads expected
Group Buying
Use social media to gather a critical mass. customers get cut price deals, brands and businesses get guaranteed footfall.• Boardsdeals.ie• Gap
Gap teamed up with Groupon in August, offering $50 worth of apparel for just $25 in the US. In one day, 441,000 groupons were sold.
Resulting revenue = over $11 million.
Word of Mouth advertising
Generate Buzz and a groundswell of interest
• Blair Witch Project • Starbucks Free Pastry Day.
Crowdsourcing
Use your audience as a research group:• Doritos Attack on Westminster• Mountain Dew Dewmocracy
Forest Whittaker asked for the next flavour. The winner (called Voltage was unveiled in 2008.
What does a campaign look like?What does a campaign look like?
Ongoing Activity for a typical engagement campaign:
Monitoring 2 or 3 times per day across all your online properties.Responding to any pressing comments as they arise/as you notice them.Twitter is an ongoing conversation React in real time if you can.Posting on blog according to your schedule. Eg. Once per day/twice per week.Analysing Data once per week. Looking for trends in how people find, use and interact with your site & social media properties.Analysing Content once per week to see how ads, content, etc. are performing
Crisis Management
Not so good
•Still page one.
•News site focused.
•Lack of department title tags.
•Lack of initial response page
•Need to build future articles. “recall”
Good
•Fast open response. FAQs
•Technical experts.
•Utilised community.
•Post event speaking.
•Established.
Before you get there.
•Online Crisis Plan.
•Integrate with established plans.
•Escalation procedures.
•Protocols.
•Legal team.
•Be part of the community.
•Establish SEO flow.
•Early warning monitoring.
•Staff communications.
What can you do.•Aggressive SEO.
•Paid search listings.
•Create response page.
•Use similar language/Keywords.
•Respond on same platform/media.
•Link build.
•Build positive stories pipeline.
•Leverage advocates.
•Contact Author.
•Integrate traditional PR.
•Complain to Google.
•Universal search.
•Utilise staff and links
•Be honest.
•Be candid.
•Declare interest.
•Be brief.
•Avoid emotional, heavy handed, impolite or incorrect.
•Collaborate with credible sources.
•Know when to stop.
Social Media Guidelines Designed to •Avoid legal exposure through accidental or deliberate abuse•Set ground rules of what is desired of employers/employees online•Guide to good etiquette on Social Media•Sets out key steps for crises and when to escalate•Advisory to avoid miscommunication and infamy •Helps brands and companies open and maintain dialogue
Types of Policy Guidelines These are common sense If you participate in social media (anything from Facebook to Twitter), please follow these guiding principles:•Be nice •Never Tweet or communicate in haste or in anger•Humour is subjective•Stick to your area of expertise and provide unique, individual perspectives on what's going on at your company, your life, and in the world.•Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or offensive.•Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.•Respect proprietary information and content, and confidentiality.•When disagreeing with others' opinions, keep it appropriate and polite.
Our rules of engagement for employees and associates1. Transparency2. Protection3. Apply common sense4. Be nice and treat everyone with respect5. Write what you know – stick to your area of expertise6. Responsibility7. If you make a mistake – 8. When in doubt, do not post or Tweet9. Flag to the comany10. You are responsible for your own actions online 11. Give credit when it is due 12. Whatever you post is permanent13. You represent your company
No
Thank you for your time.
Eoin Kennedy,
Slattery Communications,
+353 86 8339540, + 353 1 6614055
Eoin.kennedy@scomms.ie
www.twitter.com/eoink
www.slatterycommunications.ie
www.eoinkennedy.ie/blog
http://www.linkedin.com/in/eoinkennedy
Steve Dempsey,
Slattery Communications,
+353 86 8099317, +353 1 6614055
Steve.dempsey@scomms.ie
www.twitter.com/slattcomms
www.slatterycommunications.ie
http://www.facebook.com/SlatteryComms