PR In Internet (Russian experience)
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Transcript of PR In Internet (Russian experience)
PR in Internet
Worldwide
73% read blogs 45% own a blog 39% use RSS 57% use social nets 55% post photos 83% watch online videos
Internet Users Today
Internet Users Today
Russia
70 000 000 able to work people 40 000 000 of them use Internet 8 500 000 blogs 90 000 000 social nets profiles 20 316 twitter blogs (+133% in 2008)
Internet User Today
14% trust advertisement vs. 78% trust friendsrecommendations
34% post their opinion on brands and products in their blogs
36% think better of a company which has blog
32% trust bloggers opinion on brands and products
96% of the generation 1980-90 use social nets
Internet Reality
Monolog Dialog
Mass Individual
Internet Rules
Honesty
Dialog
Regularity
What Can We Use?
Corporate site Blog Microblog (twitter) Chat RSS Vidget Social net Social favourites Forum Podcast (audio/video) Photo Virtual world Wiki
How To Use
Listen Participate Do not control Engage
Web Site
40-90% users go away from the site after 2 seconds if nothing caught their attention
Develop the site for your TA One site – one subject, definite TA, one certain goal Motivate users to visit your site Concentrate user's attention Make user act
The Power of Dreams
How to kill good text? Remove all photos and add useless design
What will you see?
What was the idea?
Internet is not a printed text page – pay attention to all elements, not only
letters
Corporate Site/Blog
Create press-room filled with relevant information Always create an e-mail/RSS subscribtion option Try to register in Yandex.News or other news agregators Register in sites/blogs catalogues Always use cross-lincs in your texts 2-3 news/posts per week are optimal Fix the most important news/posts on top or in special section Make your site/blog official source of information for journalists Teach journalists to seek information on your site/blog Provide exclusive content (e.g. top-manager interviews on the blog) Always search and answer questions/comments/critics Create your blog only if you have what to say regularly
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ONEKSIM group's blog exclusive interviews with top-managers special posts about interesting technologies etc
Journalists use ONEKSIM blog as official source of information and quotes
Internet becomes trustful source of information not only for users but even for media
Social Nets
Agents of influence are relic of the past
Sites/nets supported by brand + good content = up-to-date effective instrument
Post/make profiles of brand or real brand related person
BewareBe where consumers are
Be everywhere
Quick request + Quick response =
What business needs
Advertising
Direct advertising doesn't work so effective as it is meant to
Contextual ads are more targeted and effective
Advertorials in blogs – bloggers are payed for posts
SEO
Monitor what people say about the brand/product (seku.ru, Google Alerts)
SEO control of what people get when they search for you
Quick response to negative comments
Mems, Viruses People like when they can “privatize” and alter information or its part Good virus always has parodies
Viruses have to combine min 2 from the below (Scott Adams formula):
Smth cute Smth naughty) Smth bizarre Smthclever Smth familiar (You’ve been there) Smth cruel
Useful resources Netlore.Ru Virusvideo.Ru
Internet gives users integralpresentation of brands and products. Advertising, PR, sites, promo – everything works for positive perception of brand/product. PR doesn't need only media any more. It can build
reputation and access consumers directly
Public Relations – not only Media Relations
Public Relations = Relations with the Public
PR is everywhere!
This presentation contains:
Information from Internet
2d “PR in Internet” conference participants' materials
My own thoughts & experience