bills pr 2.0 presentation

The Future of PR Technology

PR 2.0PR 2.Oh my God !

Web 2.0 doesn't refer to a change in technical spec, but changes in the ways

software developers and end-users use the Web

Web 1.0 vs Web 2.0

Personal websitesDoubleClick Screen scrapingPublishingStickinessDirectories (Taxonomy)

= Blogging = Adsense = Web services = Participation = Syndication = Tagging (“Folksonomy”)

So what is PR 2.0?

Semantic web

News aggregators

Social bookmarks

Social Networks Search optimised releases

Social Media Release

Blogs

Buzz monitoring

PodcastingVideo sharing

Photo sharing

Live casting

Virtual worlds

User Generated Content

Microblogging (Twitter)

PR 1.0 is all about controlling the message and then broadcasting it

PR 2.0 embraces transparency and encourages participation in

networks and communities to spark conversations

Journalists use blogs

• Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue.

• 70% of reporters check a blog list on a regular basis.• 21% of reporters spend over an hour per day reading blogs.• 57% of reporters read blogs at least two to three times a

week.

Source : Brodeur/Marketwire- Jan 2008

Hurricanes and disasters

Hurricane Katrina 2005 Traditional communication sources stalled

American Red Cross started a blog 30-40 sec podcasts taken up by local radio

Disaster pages placed on social sites ARC recruited volunteer bloggers

Twitter is a free micro-blogging service that allows users to send "tweets"; of up to 140 characters long to the Twitter website, via mobile phone (SMS), instant messaging, or a third-party application such as Twitterrific or Facebook.

Special Twitter-only offers directs followers to a web page www.delloutlet.com/twitter.The promotion will appear only for the offer time - typically until 11:59pm that evening. After that point, visitors are invited to become followers of Dell Outlet on Twitter.

The God Delusion story

Second Life

Random House purchased an island on Second life Lunched Richard Dawkins – The God Delusion At first not much happened… But on the fourth day God arrived with a band of angels Six major national newspapers covered the story

Online discussions were analysed identifying key authorities and topics of conversation.Research highlighted specific customer demands:• A clearer contract • Satnav/GPS• Enhancements to the loyalty programme

A clearer contract Satellite Navigation

Aston Martin loyalty incentive

What happened next?

Since launching its blog in January 2007, Avis’s approvalrating has increased by 200% eclipsing that of Hertz, oneof its main competitors.

In a sector growing at 1% p.a. Avis UK is achieving growth of more

than 10%.

Mapping online conversations

Gordon Brown and the budget

Links to BBC website

News aggregators

• Web sites which aggregate news items in a single location for search and viewing

• There are many aggregators e.g., Google news, Yahoo news, Topix.net

• Because they aggregate news they will have access to more individual users than the individual content providers

• News aggregators create links to web sites for improved search• News delivered to aggregators via RSS feeds

Is your content getting through?

Content User

Aggregator Search

NotRelevantNotRelevant

The importance of Google Juice

"Brands, or organisations or individuals have to be useful to people. If you're useful, you get attention in the form of links, which creates traffic which translates into Google juice. It's not about tricking search engines any more."

MetadataRdf Metafiles, Semantic mark up,

Technorati tags

Search optimised news release

News aggregators, technorati, blogs, social networks, social

bookmarks, media sharing sites (flickr/youtube)

Links

PhraseologyBrand is search. We need to

own the phrase(s)

MicroformatshAtom, hCard, tags

The semantic web

Title: Widgets and API's

Image: http://www.kmp.co.uk/image.jpg

Text: With the growth of the Social Networking sites and the opening up of their API's to developers, there has been an explosion in the development of "widgets" - specific applications which appear on a site to deliver information, capture data or effect transactions from within the target networked community….

Title: Widgets and API's

Image: http://www.kmp.co.uk/image.jpg

Text: With the growth of the Social Networking sites and the opening up of their API's to developers, there has been an explosion in the development of "widgets" - specific applications which appear on a site to deliver information, capture data or effect transactions from within the target networked community….

Semantic markup is probably the simplest way to create portable, machine-readable web content.

A web page

Non semantic content

<font size="24px“ color="blue"> Title</font>

<br><br>

<b> The first paragraph</b>

<br><br>

The second Paragraph

<font size="24px“ color="blue"> Title</font>

<br><br>

<b> The first paragraph</b>

<br><br>

The second Paragraph

The User SeesThe User Sees

Title

The first paragraph

The second paragraph

Title

The first paragraph

The second paragraph

The Software SeesThe Software Sees

Title The first paragraph The second paragraph

Title The first paragraph The second paragraph

Semantic content<h1> Title</h1>

<p id=“preamble”> The first paragraph</p>

<p> The second paragraph</p>

<h1> Title</h1>

<p id=“preamble”> The first paragraph</p>

<p> The second paragraph</p>

Title

The first paragraph

The second paragraph

Title

The first paragraph

The second paragraph

The User SeesThe User Sees

Heading: Title

Paragraph - “preamble”: The first paragraph

Paragraph: The second paragraph

Heading: Title

Paragraph - “preamble”: The first paragraph

Paragraph: The second paragraph

The Software SeesThe Software Sees

KMP’s Digital Marketing Suite

A range of web tools to get the job done

PressRoom

A Social Media Release template

• A Social Media Release template• Allows you to write a search and semantic optimised news

releases for distribution to news aggregators, social media, social bookmarks, technorati and via e mail

• PR Agencies can run a stable of PressRooms for their clients

Semantic and search optimisedcontent

News

Media sharing

Company info

Contacts info

Archive news

Downloads

Semantic and search

optimised

News

Media sharing

Company info

Contacts info

Archive news

Downloads

RSS

E mail

Aggregators

Social sites

Bookmarks

Technorati

Semantic and search

optimised

E mail targets

Social linksSocial Bookmarks

News aggregators

Social Media Release

Media sharing

SocialMedia

Release

SocialMedia

Release

SocialMediaSpaces

Email Person receives/finds release

Person usesSMR content to start conversations

PressRoomPressRoomTracking

Search Engines / News

Aggregators

PR Agency secure login

Username

Password

MakroMakro

Client 3 Press Room

Client 3 Press Room

Manchester Airport

Manchester Airport

Client 2 PressRoom

Client 2 PressRoom

Chester ZooChester Zoo

Client 1 Press Room

Client 1 Press Room

Ackura PressRoom features

• Secure login• Multiple client PressRooms facility• Pricing model based on monthly rental based on number of

clients and number of media releases • Managed news aggregator feeds• Managed semantic content• Managed search optimisation• Service assistance with news optimisation, distribution,

customised branding, etc

Web 2.0 distribution tool for videos, podcasts and photos

1 x Video upload

• Secure login• Broadcast facility for videos, podcasts, photos• Pricing model based on monthly rental plus the number of

video deployments • Analytics. Charts and reports on video tracking, video and

publishing• Buzz tracking• Service assistance with video preparation, distribution,

customised branding, etc

PressRoom Demo

A Social Media Release template