Online PR & Online Reputation Management
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Transcript of Online PR & Online Reputation Management
vrijdag 25 oktober 13
defining online pr
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perception of your brand based on your digital
footprint
content you created and shared
customer feedback
content created about your brand
online reputation
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optimise the perception of your brand by managing
your digital footprint
online reputation management
online PR
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online PR techniques
PR
content marketing
community building
social media monitoring
storytelling search marketing
online PR
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customers
coworkers
prospectsjob
searchers
journalists, influencers
investors & stake holders
online PR
influence who?
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influence where?
blogs
fora
socialmedia
search engines
onlinemedia
reviewsites
online PR
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awareness consideration purchase retention advocacy
PR
RadioTVPrint
Worth of Mouth
Ecommerce
Store
Website
Promotions
Blog
Social Networks
Newsletter
CommunityForum
FAQKnowledge Base
Online Ads
PPC
Social AdsReviews
Blog
Media
Direct MailEmail
marketing funnel
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linkman model
AWARENESS
UNDERSTANDING
CONSIDERATION
PREFERENCE
TRIAL
OCCASIONALBUYER
REGULAR
AMBASSADORS
CHURN
Acquisition
93%
87%
63%
10%
8%
1%
7%Retention
Reach FrequencyExposuresGross Rating Points - GRPsCost/GRPShare of Voice
Relative attendance percentageSampling population percentageCost/sampleDirect marketing response ratiosClick-throughsPreference ratiosShare of promotionsPercent of visitsNumber of visitorsNumber of page viewsTime spent per pageNumber of completed transactions
Occasional-user ratioShare of requirementsRedemption percentageDeal-closing rates
Relative attendance percentageCost/attendeeBrand opinionsPR share of voiceShare of buyersOccasional-user ratioUsual-buyer ratioCost/incremental unitIncremental promoted volumeLoyalty ratiosChurn ratiosRetention ratios
MARKETING & SALES FUNNELS Di!erent Measures Used Marketing Actions
Discovery
Brand Strength
Introduction
Interruption
Engagement
Expert
Reviews
Word of Mouth
Sentiment
Advocate
Commitment
Interruption
Experimentation
Reconsidarationt
Sentiment
Post-purchase researchValidation
EARNED OWNED
PAID
MARKETING VEHICLES
PRRadioTVPrintOnline AdsEmaiPPCSocial AdsReviewsWorth of MouthDirect MailMediaBlogEcommerceWebsiteStoreCommunityForumFAQKnowledge BasePromotionsSocial NetworksNewsletter
vrijdag 25 oktober 13
AWARENESS
UNDERSTANDING
CONSIDERATION
PREFERENCE
TRIAL
OCCASIONALBUYER
REGULAR
AMBASSADORS
CHURN
Acquisition
93%
87%
63%
10%
8%
1%
7%Retention
MARKETING & SALES FUNNELS
EARNED OWNED
PAID
MARKETING VEHICLES
PRRadioTVPrintOnline AdsEmaiPPCSocial AdsReviewsWorth of MouthDirect MailMediaBlogEcommerceWebsiteStoreCommunityForumFAQKnowledge BasePromotionsSocial NetworksNewsletter
vrijdag 25 oktober 13
AWARENESS
UNDERSTANDING
CONSIDERATION
PREFERENCE
TRIAL
OCCASIONALBUYER
REGULAR
AMBASSADORS
CHURN
Acquisition
93%
87%
63%
10%
8%
1%
7%Retention
Reach FrequencyExposuresGross Rating Points - GRPsCost/GRPShare of Voice
Relative attendance percentageSampling population percentageCost/sampleDirect marketing response ratiosClick-throughsPreference ratiosShare of promotionsPercent of visitsNumber of visitorsNumber of page viewsTime spent per pageNumber of completed transactions
Occasional-user ratioShare of requirementsRedemption percentageDeal-closing rates
Relative attendance percentageCost/attendeeBrand opinionsPR share of voiceShare of buyersOccasional-user ratioUsual-buyer ratioCost/incremental unitIncremental promoted volumeLoyalty ratiosChurn ratiosRetention ratios
MARKETING & SALES FUNNELS Di!erent Measures Used
vrijdag 25 oktober 13
AWARENESS
UNDERSTANDING
CONSIDERATION
PREFERENCE
TRIAL
OCCASIONALBUYER
REGULAR
AMBASSADORS
CHURN
Acquisition
93%
87%
63%
10%
8%
1%
7%Retention
MARKETING & SALES FUNNELS Marketing Actions
Discovery
Brand Strength
Introduction
Interruption
Engagement
Expert
Reviews
Word of Mouth
Sentiment
Advocate
Commitment
Interruption
Experimentation
Reconsidarationt
Sentiment
Post-purchase researchValidation
vrijdag 25 oktober 13
Invo
lvem
ent o
f dec
ision
mak
er(s
)
LOW
HIGH
Timescale for decision-making process
decide to dosomething
decide what to do
The Celebrity
The Personal Brand
The Journalist
The Analyst
The Insider The Agitator
The Connector
The Authority
The ActivistThe Expert
influence timeline
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negative perception of your brand
not reacting to online complaints
absent in discussions about your brand
negative content that stays online forever
misunderstanding customer expectations
generation disconnect
risk of non investing
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step 1.claim your accounts
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check & register available
domain names
social accounts , tip: www.knowem.com
claim & optimise all your venues on:
google places
foursquare
claim accounts & venues
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step 2. set up Social media monitoring
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free search:
google, technorati, topsy, twitter
free alerts:
google alerts, topsy
paying monitoring software:
engagor, Radion6, Brandwatch, topsy pro, social star, ...
analytics:
google analytics, sprout social, social bakers, ...
ifttt
monitoring tools
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measure influence on facebook
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ZEB: comparison Facebook engagement
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cafe costume: comparison Facebook engagement
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pronails: comparison Facebook engagement
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Acerta: comparison Facebook engagement
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step 3:content marketing
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CONTENT MARKETING APPROACH
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content marketing matrix
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what content source has more influence?
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stimulate user generated content with hashtag contests
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promote your hashtags on POS
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share fan stories with your community
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reward clients that share original content
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user generated content is an asset in other communications
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promote online reviews
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infographics:
make press releases more interesting
spread easily on social media
make complex topics easy to understand
helps you claim opinion leadership
why infographics?
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case attentia
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step 4:online pr campaigns
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