Talking direct to online

communities

What we will cover

Why we should be talking to communities

Public Relations vs. Blogger relations

Engaging the social world

What you should be looking for

How to find them

Creative searching

How to sweeten the deal

The initial approach

The no-no’s

Activity time

Why should we speak direct?

Communities are a great way to spread your message widely

in a group of likeminded individuals

Specifically targets your online audience

Potential ‘dandelion effect’ through shared content

Taps into a conversation that has already started

Is a ‘measurable’ coverage driver

‘Word of mouse’ is faster than traditional media

Communities already exist. [Brands] need

to think about how you can help that

community do what IT wants to do

- Mark Zuckerberg, Facebook

The old model

THE STAGE

The new conversation

THE STAGE

Public Relations to blogger relations

Bloggers/communities are not media

They are under no obligation to get back to you

You have NO control over the message

PR needs to focus on listening in order to facilitate

conversations

Always respect the community guidelines of engagement

They will shy away from big brand/corporate approaches

It’s the difference between..

&

The moving audience

Public Relations

Our product

Capturing information

Talking at

Product benefits

Mass media

Right now

Selling propositions

Product-centric

Blogger Relations

Your life

Capturing imagination

Listening to

Product stories

My media

Right time

Engaging consumers

User-centric

Move

towards

How will you find them?

Get creative with your search

Get creative with your search

What would you suggest?

Have you found what you're for?

Sites that have accept 3rd party content

Have predominantly positive posts

Are posting regularly

Able to imbed content (if applicable)

Will be ‘on brand’ for your promotion

Have decent regular levels of traffic

This is Conversational PR so be

prepared to be engaged in a

CONVERSATION!

Conversations travel…

What have you got?

You need to engage the sites by offering content/assets

Number of Assets = pieces of coverage

Exclusive = attractive

Devise a roll-out plan for the assets across multiple sites

Make sure it isn't a ‘hit & run’

What is going to make them tick

Sometimes you need to get creative about your assets

So what would communities find attractive?

Making the approach

Review the content of the site before engaging them

What have you got that they want?

Be respectful and honest

Check how many unique’s/fans they have

Relax your use of formal language - type as you talk

Be transparent about why you are approaching them

Remember this is a 2-way relationship

Listen and respond to their needs

Maintain contact – right time vs. right now

What not to do…

Don’t pretend to be someone that your not

Post independently promoting your brand

Ignore emails until it suits you

Be pushy or demanding in any way

Misleading the members to generate interest

Over-promise or under-deliver

Social media tips from

Be transparent. Your honesty—or dishonesty—will be quickly noticed in the social media environmentWrite what you know. Make sure you write and post about your areas of expertisePerception is reality. In online social networks, the lines between public and private, personal and professional are blurredIt's a conversation. Talk to your readers like you would talk to real people in professional situationsAre you adding value? There are millions of words out there. The best way to get yours read is to write things that people will valueYour Responsibility: What you write is ultimately your responsibilityCreate some excitement. As a business and as a citizenBe a Leader. There can be a fine line between healthy debate and incendiary reactionDid you screw up? If you make a mistake, admit it. Be upfront and be quick with your correction

If it gives you pause, pause. If you're about to publish something that makes you even the slightest bit uncomfortable, don't shrug it off and hit 'send.'

Activity

Divide into teams of two

Select one of your clients

Using a search tool find a relevant community

Come up with your approach & share