bills pr 2.0 presentation
TRANSCRIPT
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