Download - Pr 2.0 Overview Presentation
EASTWEST PR 2.0 Creating an online presence which
matches the vitality of the real world personality of the brand
New Media Tactics
Aside from traditional PR activities, EASTWEST is successful at assisting clients to optimize their online presence using
existing tools and networks.
Key elements
Connect the humans
Digital network – Connecting the Dots
Mapping the Network
Where people reside
Creating Conversations Content Aggregation:
The collection, storing and linking of content
I.e., any content written or created
Distribution and Seeding: Disseminate content and
links to relevant channels
I.e., press release, blog post, news alert
Engagement: Engagement are the
conversations we have on-line
It is our role to start or join these conversations
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Everything begins with search
Search engine optimization (SEO)
Search Engine Optimization(SEO)
Attract international audiences to the website
Make www.eastwestpr.commore « visible » to search engine (Google)
Websites benefit from search engine optimisation to become higher in displayed rankings.
Current site doesn’t appear in the top 10 ‘Media consultancy + Hong Kong’
Essential
• Social media optimization;Social objects (video, blog etc) are catalysts for
increasing the digital footprint– keywords (use related titles and words) – titles– descriptions– tags– syndication e.g. linkedin, posterous, tagged,
radar,digg but these don't exist in China.– links - the currency of the web. more links, the more
credibility
Creating Communities
EASTWEST has created a sample LinkedIn group for machinery group, CIMES.
A LinkedIn scan showed the following:
•149 Machinery Groups in LinkedIn
•The largest group has 4,706 members
•Most groups average around 150 members
EASTWEST can create discussion within these groups to raise awareness of CIMES.
These discussions can promote CIMES as a thought leader and resource as well as a top level machinery show in China.
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Creating Communities
• Goals: Connect client to online target audiences Enhance collective knowledge on the client Create opportunities to make use of available content for
both traditional and new media
• How: Post content using RSS feeds and tags to mainstream
and online media and blogs. Utilise LinkedIn as a PR tool for the client
Create and maintain LinkedIn account for the client Generate testimonials by inviting past exhibitors and
visitors within the network to endorse client to LinkedIn individuals and groups
Grow the the client network via invitations Start conversations about the company, as well as
timely industry issues
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Creating Communities Case Study: New Zealand Trade & Enterprise
• Objectives: - Improve online visibility for the New Zealand
government and its trade initiatives - Create a platform for South and Southeast Asia
business communities to communicate with New Zealand businesses and vice versa
• Scope of Work: - Prepared LinkedIn discussion points for posting
in relevant internal and external groups; - Monitor messages and comments from LinkedIn
group members, report them to Client and provide recommendations and action plan;
- Draft responses to group members’ comments and send Client-approved comments to bloggers;
- Link blog posts in the Hosted Press Centre to the LinkedIn profile page
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Video Sharing
• Goals:- Enable greater awareness of client’s
industry expertise through video sharing/knowledge-sharing
- Engage various target audiences through fun, interesting videos to inform them about Avnet, exhibitors, activities, spokespeople’s opinions
• How:- Upload video interviews , videocasts, or
promotional videos in YouTube, Youku or to the client website itself
- Use high impact visuals
- Change static content to create more interaction through option of downloading
Sample video: Machinery & Tools Expo 2009 Brazil
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Video Sharing
Social Media Release
WHAT – A Social Media Release (SMR) is a collection of facts, the same facts that go into a press release. This information is combined with rich media such as photos, videos and presentations to give journalists, bloggers and other content generators the things they need to develop their stories.
WHY – Your audience, including journalists, want information faster, richer and more easily accessible.
HOW – We create SMRs alongside, or in place of, traditional press releases in order to achieve maximum impact from a single news point. The SMR can be sent as a regular email or via Connect, and can be hosted on any website for archive.
Social Media Release
Parts of a Social Media Release (2009)http://www.eastwestpr.com/smr/telegent/momentum/
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1. Immediate access to press contacts
2. Multilingual support
3. Multimedia features such as photos and video for downloading and distributing
4. Social features to encourage user distribution
5. Press release content
Extending visibility
Embed code
Follow up
Journalist Relationship Management via AITC 1. Broadcast the release
2. Tracking who received the release
3. Online follow up call sheet to improve closure rate
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ResultsTelegent release - Issued in Chinese & English
• High recall by journalist
• Analyst briefing secured
• 23 clippings within 48 hours
Analytic Reporto 4 mins. and 23 secs. Average Time Spent on SMR
o 36 Unique visitors from:
China (20)
Singapore (10)
Hong Kong (2)
United States (1)
• 71 Page views
SMR Process
Write content &
tags
Checklist:
• Compile & prepare all content (Images, video, slides, client logo, etc.)
o Post the release to AITC Press Release: Select: Approved - No. Publish - No
• Email the following to Eggplant
o Press release link from AITC
o Press contact details if not included in written content
o Attach or include links to: Images, video, slides, etc.
o The desired URL (e.g. eastwestpr.com/smr/telegent/momentum/)
o Date & time to go live with SMR
o Eggplant will notify you by email when the SMR is complete and link to it
• Use AITCto send out the press release with link to SMR
• Analytic report sent to account manager in 24 hours
Select graphics & links Email content to
EggplantSend SMR via
AITC Report
Hosted Press Center
DigitalLibrarian
TechnicalDevelopers
ContentGenerators
DigitalEvangelist
Press releases, virals, podcasts, articles, posts, games, widgets and all other marketing collateral.
Digital PR Strategy
Content aggregationContent distribution/seeding
Videos
Audio
Text
Images
Hosted Press CentreHPC, Micro-
site, profile-page, website, etc.
Engagement / Outreach
SEO & SEM
Growing network, driving traffic, awareness, etc.
DigitalAnalyst
PR 2.0
Creating an online presence which matches the vitality of the
real world personality of the brand