Public Relations In The New World Of Distributed Influence
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Public Relations In Public Relations In The New World Of The New World Of Distributed Influence Distributed Influence Paul Gillin QUALCOMM November 9, 2009
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This session will focus on the new realities of public relations in the emerging bottom-up world. The assumption is that influence patterns are changing and that individual experts, using various online tools of expression, are increasingly defining the business agenda and the priorities for mainstream media. We look at how to interact with these people - most of whom who don't meet the traditional media profile - how to optimize their influence and audiences and how to measure results.
Transcript of Public Relations In The New World Of Distributed Influence
Public Relations In The New Public Relations In The New World Of Distributed InfluenceWorld Of Distributed Influence
Paul GillinQUALCOMMNovember 9, 2009
Discussion Forums – Tactical but impersonalBlogs – The online equivalent to speakingMicroblogs – Short, fast and shallowPodcasts – Depth but no interactivitySocial Networks – Listening postsSocial Bookmarking – Human-powered searchOnline Video – Be remarkable, be quickSearch Engines – Optimize for them
Choosing Tools Blog Podcas
tVide
oSocial
Network
Private communit
y
Review engine
Virtual world
Build community ☻ ☻ ☻ ☻ ☻ ☻
Counter negativity ☻ ☻ ☻ ☻
Crisis management ☻ ☻ ☻ ☻ ☻ ☻
Customer conversation ☻ ☻ ☻ ☻
Expose employee talent ☻ ☻ ☻ ☻ ☻
Generate web traffic ☻ ☻ ☻
Humanize the company ☻ ☻ ☻ ☻ ☻
Market research ☻ ☻ ☻ ☻ ☻
Media relations ☻ ☻ ☻ ☻ ☻Generate new product ideas
☻ ☻ ☻ ☻ ☻
Product promotion ☻ ☻ ☻ ☻ ☻ ☻
Customer service ☻ ☻ ☻ ☻
Customer feedback ☻ ☻ ☻
Frand advocates ☻ ☻ ☻ ☻ ☻
Sales leads ☻ ☻ ☻ ☻ ☻ ☻
Source: Brian Solis
Start by Listening
Bookmarking and RSS
Social Media Search
Professional networks
InfluencerRelations
Source: Barbara French
Look for authority and fans
This one looks promising
Fans share passion
Tag cloud shows interests
Blogroll leads to relevant sites
So does commentary
And on her blogroll we find…
Which takes us to…
Among its active contributors is Reba Haas
Who turns out to be quite active…
Reba is an influencer!
Tagsvoip, telecom, telephony, AndyAbramson, WiFi, FMC, Fixed Mobile, Convergence, CallVantage, Vonage, Skype, GizmoProject, SightSpeed, Video Conferencing, Web Conferencing, Mobivox, Truphone
“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.”
•10 Influential bloggers tapped for one-year campaign•Participate in events and provide feedback on Intel’s marketing activities•Rewarded with access to key Intel information and executives
Blog:The Swiss
Army Knife of Social Media
Cheap and easy to create and updateHave distinct personal voiceCan quickly build traffic through reciprocal linksExcellent search engine performanceModest revenue opportunitySimple way to keep notes
CEO
Employee
Group
Advocacy
Promotional
Advisory
A clear, preferably narrow focusFrequent updatesMix of short, long, light, heavy contentAggressive links to other bloggersComments and trackbacksMixed mediaEducate and discoverPersonalityPrompt for comments
Read mainstream media and other bloggers and comment upon themFrame events in a new context that reflects your analysisBe offbeat and originalPackaging works: top 10 lists, predictions, best & worst, quick hits
Bill Hill, Microsoft
“The Gurus are the cornerstone of Clickable’s marketing strategy. Clickable's community program, led by the Gurus, now directly generates at least 50% of all new leads and customers and 400% more in new monthly advertising spend versus a year ago.”
Microblogging
1.7 million followers
1.2 million followers
1.1 million followers
980,000 followers
473,000 followers
Twitter can promote all your other SM activitiesShare broad range of informationMake it personalBe remarkableMix it upRespond and retweetCoordinate with others in your organizationRepeat important messagesLink!
Promoting Your Content
Begins as a tweet
Becomes a blog entry
Feeds a podcast
Stokes a white paper
That gets tweeted!
32 million members
300 million members44 million members
1 billion daily views
6 million daily visitors
50 million members10 million members
1 million daily visitors
1.5 million daily visitors
Then
Now
ServerServer
UserUserSearchSearch
RSS enables automatic syndication to any computer that accepts RSS feeds. It’s free, automatic distribution.
Facebook& LinkedIn
Needs Definition
Product Architecture
Iterative Development
Field Testing
Viral Marketing
Peer Support
Tweets
Blog entries
Conversation
Great way to connect enthusiasts to each otherCan be about any topic99% are dead; they require care and feedingCan be restricted or openCan be visible or invisible to search enginesAdmins have permission to message members
Facebook Fans
Announcements
Mailing List
Repurpose media
Feedback/testing
Profiles are essential
Efficient contact management
Recommendations cement relationships
Six degrees of connectionAdvice is social capital
Company research
Research
Groups
Expertise
Syndication
Traffic – unique visitors vs. page viewsTechnorati rankingsRSS subscriptionsGoogle linkto: and allinanchor:De.licio.us and Technorati tagsTrackbacksWebsiteGrader.com, Xinu, Compete, Alexa, etc.Not to mention…
Search engine rank
Social bookmark activity
Comments on your site and others
Inbound links
Blog mentions
Discussion group posts
Social network membership
Bloglines or Blogpulse rankings
Mainstream media references
Referral links
Search engine results
Positive/negative sentiment analysis
Video viewership
Mashups
Copycat or parody videos
Contest entries
Paul Gillin508-656-0734
[email protected]: pgillin
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