Online PR in Practice:Examining how to get the most out of social networking and Web 2.0

Jude Brooks

• Definitions

• What’s the big deal?

• What are the opportunities?

• What are the risks?

• Top 5 DO’s and DON’Ts

• Case Study: Lights out London

Agenda

Definitions:

What is PR?

Public Relations

“Public relations is about reputation - the result of what you do, what you say and what others say about you.” Chartered Institute of Public Relations

A management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organisation and its publics. Wikipedia

Definitions:

What is Web 2.0?

Web 2.0

“It’s the web, my way”

Web 2.0

• Wikis, blogs & other collaborative content sites• User review portals• Peer to Peer file sharing & mash-ups• Personalisation• Uploading and downloading• RSS• Podcasting• User generated content• Tagging• Social Networking sites

Definitions:

What is ‘social networking’?

Social Networking

• “Social networking websites are online communities of people who share interests and activities by building online profiles and sharing media such as photos, videos and music.”

Why are they so important?

Why are they so important?

• Because everyone’s using them

– 25.9 million users in the UK*

• Because they’ve become part of our lives

– 15% of users use social networking sites every day**

* Comscore 2008 ** Forrester UKIUM Study Q4 2007

Who are the key players?

Opportunities vs Risks

What are the opportunities?

Huge audiences:– 80% of online users use social networking

sites (25.9m users)– Facebook has 12.4m UK users

Source: ComScore 2008

What are the opportunities?

Engage your audience:– Open a dialogue– Learn about yourselves– Spread the word virally

What are the opportunities?

Add value to the relationship:– Useful or entertaining applications add value

& deliver a message– Provide social currency – skins, badges,

unique content– Social networking is about self-expression

so find a way to embrace this

What are the opportunities?

Drive traffic to your website:– Teaser content– RSS updates– Engaging widgets

What are the risks?

User generated defamation- Learn to let go of complete control- Open-minded & forward-thinking vs control- Users can be forgiving – many brands have

made mistakes, admitted it & been forgiven

What are the risks?

Losing traffic from your own site- Will anyone still visit yours? - Revenue / page impressions vs reputation /

message- Offer headlines not full story

What are the risks?

Waste resources & sacrifice quality- Not an appropriate route for all brands- Lots of social networks – which is the best

one?

How & when to get involved?

NOW!

How & when to get involved?

How & when to get involved?

• Add web 2.0 tools onto your site

• Familiarise yourself with relevant social networks

• Friends vs Fans

• Identify the opinion formers

• Appropriate, engaging content or widgets

Top 5 DOs and DON’Ts

• DO respond

• DO use the medium’s strengths

• DO target your messages appropriately

• DO try to be useful & engaging

• DO focus on the opinion-formers

Top 5 DOs and DON’Ts

• DON’T pretend to be something you’re not

• DON’T try to control the dialogue

• DON’T jump straight in

• DON’T hesitate to seek advice

• DON’T delay

Case Study: Lights Out London

Lights Out London

• When? June 21 2007• What? Encourage

Londoners to switch off non-essential lights for one hour

• Why? Promote behavioural change, alter perceptions of Capital & drive tune-in & web traffic

Lights Out London: Launch

Lights Out London: Launch

• Registration / Sign-up• Member-get-member• Event submissions• Quizzes• Digital badges• Collateral• RSS (news) • Photo upload

Lights Out London: Promotion

• Targeted emails• Text alerts• SEO techniques• Badging• Online advertising• Online PR• Radio• Facebook

Lights Out London: Results

Lights Out London: Results

• 10,000 registrations

• Estimated 2 million light bulbs switched off

• 2% energy saved

• User-generated content

• Online coverage

Lights Out London: Results

• Facebook group:

1000+ members

Lights Out London: Results

• 75,000 unique users• 315,000 page impressions• On the night, seven times

normal visitor numbers• 6,000 views of special

video• Event submissions• Photo uploads• Messages of support

Lights Out London: You Tube

Lights Out London: You Tube

Lights Out London: You Tube

Lights Out London: You Tube

Lights Out London: Flickr

Lights Out London: Flickr

Lights Out London: Flickr

Lights Out London: Flickr

Lights Out London: Online PR

Lights Out London: Online PR

Lights Out London: Online PR

Lights Out London: Online PR

Thank you

judebrooks@ntlworld.com0777 167 4422