18 NOVEMBER 2010

Public Relations in the

Age of the Social Web

@jonathankopp

Digital is Here to Stay. Brazil is Leading the Way.

Brazil is Latin America’s largest internet market, and one of the world’s fastest growing.

239M+ internet users 77% penetration; growth slowing

76M+ internet users 38% penetration, but growing

1,419% growth 2000-2010

152% growth 2000-2010

1.97B internet users 29% penetration

445% growth 2000-2010

Global broadband usage is up to 17.7MM, growing at 6-7% per quarter.

91% mobile penetration

25% mobile broadband penetration (Much of it redundant)

99% mobile penetration

3% mobile broadband penetration (highest in Latin America, but highest cost too)

Mobile & Mobile Broadband On the Rise

Web Video: The New Killer App

•  35 million hours of video on the web •  35 hours of video posted to YouTube every minute •  2 billion YouTube views every day •  Impact of mobility:

– Videos on PCs = 2 minutes per view –  iPad videos = 5 minutes per view

43% of CNN’s traffic comes from social networks, like FB & Twitter

NY Times is down to 950,000 print readers,

but it’s up to 2.6 million followers on Twitter

Media Shift

Social networking is web users’ #1 activity.

In the same period, email has dipped to 8.3%, down 28%

Social Networking =

23% of online time (up 43% from a year ago)

Social Networking =

20% of online time, & growing

Brave New [Social] World

Ketchum Global Digital Network

•  550 million FB users (35% of global web traffic; 42% of US population)

•  >50% check in daily

•  130 friends on average

•  150 million+ members use FB via mobile.

•  Mobile users 2x as active as other FBers.

•  FB (49.7%) is more popular than blogs (47.1) as an influencer of consumer purchases.

Facebook

•  Google’s Orkut is #1 in Brazil (36MM users)

•  Windows Live is #2 (12.5MM users)

•  Facebook is #3 (9.5MM users, but grew at 479% in past year,

up from 1MM a year ago)

–  FB recently launched an app in Brazil to link users’ Orkut & FB accounts.

Brazil Bucks the Global FB Trend… For Now

Launched 2006

175M users worldwide

95M tweets daily

Global Twitter audience doubled in past year, as Latin American audience quadrupled.

8.6M Brazilians (23% of Brazil’s web users) on Twitter as of August.

Brazil leads the world in Twitter penetration. (US is 11th with 11.9%)

Twitter Everywhere (Brazil is #1!)

It was NEVER about the CHANNEL

“Constant Beta”

“Social Web”

OWNED SPACES

PAID SPACES

EARNED SPACES

THE INTERNET The Social Web is Blurring the Lines “POEM”

Search = Start

•  Consumers refuse to be 'marketed at'

•  They expect authenticity, transparency + instant information

•  Everyone has a soapbox of their own

•  They also have choices

•  Earned media, trusted sources + word of mouth far more important than ever before

New Rules:

Digital + Social

“Earned engagement

across the

social web”

Digital Public Relations

Same Principles / New Strategies Generating &

Releasing Information

Managing Information

Media Relations

Issue & Crisis Management

Release to new people with more

messages & more niche audiences

Crises happen faster, but can

also be spotted faster

More media, more special

interests, amateur media –

‘bloggers’

Mix of owned,

shared & earned media

to maximize visibility &

reach

PR

Digital PR

SEARCH + EMAIL

MARKETING

LISTENING + REPORTING

INFLUENCING CONVERSATIONS

BUILDING DIGITAL

DESTINATIONS

CREATING CONTENT

Ongoing Interactive Strategic Counsel

MONITORING, MEASUREMENT

+ ANALYSIS

A Multi-Tactical, Programmatic Approach

[Although we’re not averse to opportunistic one-offs, either]

The Full Digital PR Spectrum

www.areyousokodak.com The New Press Kit

“Chips are okay!”

• Program –  Target 34,000 health & nutrition influencers

–  Practitioners & bloggers –  Share the “better than you think” story –  Turn them into vocal supporters

–  Online & offline –  Old media & new media

• Results –  16% increase in influencer advocates –  11% increase in positive coverage –  12% decrease in negative

New Influencers, New approaches.

Sustained conversations

One Conversion Reaches 15 Million!

Newsrooms for the Social Web

news.fedex.com

Me

me

Hija

cks

Community Engagement Two way dialogue with analysts,

reporters, bloggers, activists, etc. interested in discussing company or

industry topics

Commerce & Promotional Drive consideration & consumption through promotions, coupons & contests

Customer Service Instantaneous, proactive &

responsive issue resolution for posted messages.

Content Platform Populate with news,

photo / video & other content regarding

company

Human Resources Posting open jobs; fielding position inquiries; internal comms & community building

Corporate Communications Thought-leadership, issue positioning, investor relations, CSR, community relations, crisis managment

“Enterprise Social Media”

“Enterprise Social Media”

Behavior Change: Social Media Training & Policies

Internal to External

Risk: Shared Brand Control

Hi Jacob, I work in communications at FedEx Office (formerly FedEx Kinko’s) and your video<http://www.jmorganmarketing.com/i-dont-make-the-rules-i-just-work-here/> got our attention. First of all, thanks for coming to our store in the first place for your business cards. I’m sorry about the situation you encountered. You were absolutely correct that your experience did not live up to the brand of FedEx Office.

In the video, you made some very good points in a clear and genuine manner. We’d like to use your video internally when we train our team members on topics like customer experience, living the brand, etc. We want them to hear the voice of the customer directly, and your video would be helpful in that regard. Would you be OK with us showing it to our trainees? And again, I’m sorry about the experience you had. We’re working hard at FedEx Office to make improvements, and issues like you raised (accessing files in email, employees living the brand) are among the many things we are working on. I hope you’ll give us another try. Thanks, Jenny Jenny Robertson Sr. Manager, Marketplace Communications and Events FedEx Office 13155 Noel Road Dallas, TX 75240

Empowered Brand Ambassadors

From: Jacob Morgan To: Jenny Robertson Sent: Thu May 07 19:48:47 2009 Subject: Re: FedEx Office video Hi Jenny,

Thanks for your response.  I'm glad you understood the situation and my frustration.  Yes, you have my permission to use the video to show your trainees (I hope you do), I think that's a great idea.  I just want you to know that the only reason I am going to continue to be a customer is because you sent this email.  I just put up another video based on the email you sent me and the fantastic job you did, http://www.jmorganmarketing.com/fedex-is-listening-to-the-conversation/ I also want to find out more about what fedex is doing in the social media space, are you currently working with anyone on strategies?  Perhaps I can even interview you and put that up on my site, I'm sure a lot of people would be interested in hearing from you. Please let me know, Jacob

Issue Management

Websites &

Search Programs

400,000 Q1'09 hits to IBM Smarter Planet blog

asmarterplanet.com

Thought Leadership through Visual Storytelling

Integrated Media

www.youtube.com/fedex

Video content organized around

topics, not org charts, operating

units [or agencies]

Crowdsourcing

Grassroots movement around Brooklyn stoop life

Brooklyn partners to help launch & give credibility to the collaboration

Blogfest

Brooklyn bloggers & notables

Habitat for Humanity - NYC

Drive conversation, content creation & momentum through social media

Total Integration Online + Offline + Ad

Launch, Summer 2010

Packed house in Brooklyn with 57 reporters & 24 celebs, models, socialites & athletes

Launch Party

Ad Campaign

Social Web Aggregation

Tweet of the week:

“The Absolut Brooklyn Facebook page is a great example of using social media in all it's glory.”

2,095 4:00

345 110M 19,291

874

Page views

Minutes average user engagement

Online articles & blog posts

Media impressions

Facebook page visits

Facebook wall posts

Launch week June 2010 RESULTS

Hotsite

Facebook

Twitter

45 Blogs +500,000

Supporting

people reached on blogosphere

+2M people reached on Orkut

9+ new refs. on Google Search

370 users in Facebook App

R$.02 per person

Hotsite

Newsroom

Mobile

8,000 Unique visitors in 20 days HOTSITE RESULTS:

83% Visits from blogs & Twitter

4,108 Comments (1 for every per 2 visitors)

NEWS AGENCY RESULTS:

320 Bloggers & journalists registered

6 mins Average time

1,045 Downloads: (3.26 downloads per user)

Questions?