Engage 20

What is Web 2.00 Web 1.0 (web, search engines)

0 Web 2.0 (user generated content, social media, interaction, active participation

0 Web 3.0 ?

What is Web 2.0?

0Web 2.0 = The Participatory Web

Web 1.0Publishers

Web 2.0Publishers

Audience Audience

What is Web 2.0?New Technology?

Each person is his or her own gatekeeper.

Push technology personalizes the information flow.

Why “New” Isn’t Always “Better”

0 New media is not the correct way to demonstrate the«new». Old media is not vanished

0 New technology doesn’t automatically spell doom for the old.

0 Older technologies find new niches.

0 In some instances, old technology can be more appropriate than new.

0 Digital PR

0 E-PR

0 Online PR

0 Social media PR

0 PR 2.0

0 Integrating the PR efforts in the socialmedia sphere.

So what for PR?

What is PR 2.0?

Online marketing versus Online PR

What is PR 2.0?

What is PR 2.0?

3 / We need to be friend Google, the world’s reputationmanagement system – and tomorrow’s PR metric.

What is PR 2.0?

What is PR 2.0?

/ But it’ll be what we do, not what we say that matters

Something remarkable is worthtalking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a browncow… Remarkable marketing is the art of building things worth noticing rightinto your product or service.»Serth Godin

What is PR 2.0?

/ PR evolving from messaging to igniting conversations

The PR Professional’s ChangingRole

0 The new roles of PR include

0 Web marketing

0 Viral marketing

0 Analytics

0 Sociology

0 Cultural anthropology

0 Customer service and relationship management

Deirdre Breakenridge

PR 2.0 ToolsOnline newsroom

the old days of PR, thepress kit was the king! Bigbulky folders loaded withpress relases, glossy photos, and slides were all standards.Today you can simply direct a reporter to a page on yourweb site where all your pressmaterials and high defiinitionartwork await, ready to be used

PR 2.0 Tools

Social Media Release

Blog or not?

There is a greater need for employees to embrace corporate values.

PR 2.0 ToolsBlogs

It’s an outlet for thoughts, opinions and news

Has caught the attention of PR world

Regularlu used as a tool togarner attention for a company

A great tool on many fronts

Easily linked to

But do use wisely!

Be responsible and carefulabout what you post!

PR 2.0 Tools: Blogging

Bloggers and Corporate BlogsTwo sides of the coin

Blogging for your corporation

0 Who will be responsible?

0 What will be the content?

0 Who will control it?

0 How?

0 Who will monitor it?

0 Blogging is the responsibility of everyonein the company but implemented only bythose who are committed to doing it.

Cultivate relations with otherbloggers

0 Who are the right bloggers tocommunicate?

0 What kind of relations to cultivate?

PR 2.0 Tools: BloggingOn the internet, almost everything is traceable, from IP addresses, to PR firms, to executive admins giving away the secrets. We should note and praise the blogs that started out unauthentic and changed their ways.


fake blog (flog or referred to as a flack blog) is an electronic communication form that appears to originate from a credible, non-biased source, but which in fact is created by a company or organization for the purpose of marketing a product, service, or political viewpoint.

The purpose of a fake blog is to inspire viral marketing or create an internet meme that generates traffic and interest in a product.

Fake blogs are corrupted forms of public relations, which as a discipline demands transparency and honesty

ne such example of Flog is http://www.blogsouthwest.com, a blog sponsored by Southwest Airlines and written by its employees


More Variations on a Blog Theme: The Video Blog / Podcast

PR 2.0 Tools

PodcastThe podcast was originallyintended to turn website contentinto audio content that can be downloaded onto an iPod. What makes podcasting special is that it allows people to publishpodcast) radio shows that

interested listeners can subscribeto. Now people can automaticallyreceive news shows with a simplesubscription. Media andconsumers can choose when andwhere they listen to your

PR 2.0 Tools0Video Podcasts

PR 2.0 Tools0Social Networks

0 Building online communitiesof people who shareinterests, activities or whoare interested in theactivities of others.

0 The main types are thosewhiach contain directories of some categories (such as classmates)

0 Facebook, Xing, Orkut, Hi5,

PR 2.0 Tools

Social Networking Platforms

PR 2.0 Tools

Micro Blogging

The Micro Blog

PR 2.0 Tools

PR 2.0 Tools

0 WebinarsWebinars

PR 2.0 Tools: Wiki

Wikis

PR 2.0 Tools

PR 2.0 Tools: Video Sharing

PR 2.0 Tools

Video SharingSites

Youtube

Google Video

Daily motion

PR 2.0 Tools: Viral effects of Flash mobFlash mob is a sudden gathering of people in a public place. Usually they perform something and then quickly move on. The term is typically applied to mobs that gather because of social media networking, viral emails, or for promotions put on by guerrilla marketing firms for clients. The idea here is to be viral and share the video of the flash mob performance.Dramatic example ☺

Flash mobs… Would you share it?

PR 2.0 Tools

Online Photo Sharing Sites0 Flickr

0 Photobucket

0 Pinterest

0 Instagram?

PR 2.0 Tools

0 Knowledge Sharing Sites

PR 2.0 Tools

Feed Burners (RSS)newswire for the Web!

PR 2.0 Tools: Social Bookmarking

What is Social Bookmarking?

0 Have you ever e-mailed a friend or family member and sent them a link to a website you thought they might find interesting? If so, you have participated in social bookmarking.

0 It is tagging a website and saving it for later. Instead of saving them to your web browser, you are saving them to the web. And, because your bookmarks are online, you can easily share them with friends.

What Can Social Bookmarking Do For Me?

0 Not only can you save your favorite websites and send them to your friends, but you can also look at what other people have found interesting enough to tag. Most social bookmarking sites allow you to browse through the items based on most popular, recently added, or belonging to a certain category like shopping, technology, politics, blogging, news, sports, etc.

PR 2.0 Tools

Social bookmarking is a method for Internet users to organize, store, manage and search for bookmarks of resources online.

PR 2.0 Tools

Instant Messages

PR 2.0 Tools

Creating your own media empire!How? This means the reader can use it as they see fit. Grab a logo, share a photo or tweet the Twitter Pitch to their own friends, fans and followers!Share your pitch with friends, customers or even key journalists and online influencers.

Digital media pitching

0 Today’s top 2 PR 2.0 tools in the world are Pitchengines, whichare social networking sites that connects PR professionals, bloggers, and journalist.

For Engage 2.0:Participatory PR

For Engage 2.0:

Thank youIP

19-30 of May 2013, Bulgaria

0 Assist. Prof. Dr. Özlem Alikılıç0 [email protected]

0 Follow:

References

0 Alikılıç, Ö (2011) Halkla İlişkiler 2.0: Sosyal Medyada Yeni Paydaşlar, Yeni Teknikler, Ankara: Efil Yayınevi.

0 Marsden, P (…), Future proofing public relations, Slideshare.net, http://www.slideshare.net/paulsmarsden/pr-20-how-brands-are-harnessing-participatory-media-in-public-relations-presentation-763297

0 Nations, D (…), Social Bookmarking 101, http://webtrends.about.com/od/socialbookmarking101/p/aboutsocialtags.htm.

0 Bugariska, B (2010), The role of online media in publicrelations, Slideshare, http://www.slideshare.net/bugariska/pr-20-1.

Engage 20

Real Estate

Transcript of Engage 20