Online PR – IIA Diploma in Digital

Marketing 26th October 2010

Prepared by

Agenda

Social Media Policy

Crisis Management

Changing Media

Toolkit

Online PR Strategy

Landscape Mapping

Slattery Communications – Where to find us.

Introductions

•Yourself

•Experience with Online

PR/Social Media.

•What you want from today.

The Battle Ground

Who scores well.

•Well optimised Hybrid

sites.

•UK Consultancies.

•Articles.

•Courses.

•Social Media Experts.

•SEO Companies.

•Some PR Agencies.

•Suppliers –

Distribution

companies.

Media Consumption.

•Radio.

88% (1991) 85% (2008).

•Daily Newspaper Readership

1993 65% - 2008 (64%-56%)

•TV RTE 2002

(2002) 54.5 minutes – (2008) 50.4 minutes

Source: JNRS/Landsdowne Market Research

Traditional News Cycle

Journalist The Story

Proactive

•Sources

•Research

•Interviews

Reactive

•PR news releases

•Events

•Agenda

•Other news media

Your

Audience

News is

•Controlled

•Follows a procedure

•Limited Audience response

Current News Cycle

Journalist The Story

Proactive

•Sources

•Research

•Interviews

Reactive

•PR news releases

•Events

•Agenda

•Other news media

Your Audience

Blogs

Twitter

SMS

Video

SM

News is :

•Immediate

•Conversational

•Less controlled

•Wide Sources

•Engaged

Search Tools

Google (Web)/ Technotrati /Icerocket (blogs)/RSS feeds

Social Networks

Journalist Changing Habits

•Substantiate leads via web

•Go online before contacting press office

•Write headlines optimised for the web

•98% of journalists go online daily

•92% for article research

•76% to find new sources/experts

•73% to find press releases

•51% use blogs regularly

•33% to uncover breakings news or scandal

Source: Middleberg/Ross Survey of the Media. Image www.journalism.com.np/

Irish Times Analysis

Twitter

• 33 +

•152 K Tweets

• 46 K Followers

• 12 K Following

• 2.5 K Listed

•25 K Tweets

Blogs

• 12+ blogs

• Fashion to Technology

• Low interaction

Pod Casts

Irish Times

iTunes Social Buttons

Irish Times

Facebook Linked In

•Not just a newspaper.

•Multiple channels.

•New content forms.

•Open contact.

•Engagement.

•Monitoring.

They are not alone

New kids on the block

•Emergence of community based and aggregator news sites.

•Rapid content

Insights

•Monitoring essential

•Research esp Boards.ie.

•Looking for leads and spokespeople.

•Pushing and discussing the story.

•Taking Twitter comments on air.

•Use as basis for breaking stories.

•Personal insight.

•Splintering of relationships.

•Direct commentary.

•Need to follow, monitor and engage.

Where is it all going?

PR Toolbox

Press releases

Media

Relations

Investor

relations

Guerrilla Activity

Internal Communications

Interviews

Brand ambassador activity

Press Briefings

Investor Relations

Conferences Crisis

Management

Brand Publications

Events

Whitepapers

Product

Launches

Audio Features

VNR

Press Trips

Brand Publications Corporate

Videos

Advertorials

Our Clients

The Online Explosion

WIKIs

Press release distribution

Online Monitoring

Social Networks

Internal Blogs

Forums

Widgets

Virtual World Events

Social Book Marking

Online Reputation Mgm

Social Search Dark Blogs

Skypecasts

Webcasts Webchats Internet Radio

Blogger Relations

RSS Feeds

Forums/Boards Twitter

SEO Press Releases

Mashups

Social Media Releases

Folksonomies

Online Media competitions Online Surveys

Infographics

Tagged

Photos

Social

Bookmarking

Online Video

Traditional PR Vs. Online PR

Traditional PR

•Catch-all materials.

•Structured.

•Media vehicles required.

•Producer driven.

•Pagination restrictions.

•Influencers = journalists.

•Manageable networks.

•ROI difficult to measure.

Online PR

•Tailored material.

•Conversational.

•Conumer owned media.

•Consumer driven.

•No pagination issues.

•Key influencers?.

•Huge networks.

•ROI easier to measure.

Online PR Themes

•Advertiser does not control the message.

•Democratisation of communications.

•Blurring of Content producers/Consumer = Prosumers.

•Things happen fast.

•Online content is resilient.

•Online PR happen in an open environment.

Giving new life to the press release.

Skills. •Video.

•Audio.

•Blogging.

•Social Media.

New Value Proposition?

1. Know how?

2. Technical skills?

3. Networking?

Networking.

Online

Offline

Building a Strategy

•Overall business objectives.

•Social and Online PR objectives.

•Describe success.

•What you need to succeed.

•How to mitigate the risks.

•Timings and budgets.

•Credibility

•Brand perception

•New products

•Generate sales

•Negative commentary

•Measureable, results, timely

•Link back to business objectives

• Behaviours

• Demographics

• Psychographics

• Goals and messages

per different audience

• Length

• Term

What’s next!

Plan

Communication •Listen/Engage/Monitor

•Content Streams

Channels, Assets, Tactics •Review tools/Tactics

•Social Currency

•Conversationalists

•Asset creation

•Integrate

Mapping •Competitors

•Keywords/Key phrases

•ID commentators

•Key SM

•Reporting

Teams and Collateral •Multi agency

•Multi Department

•Crisis Plans

•SM Guidelines

•Content

•Capability

Evaluate

•Metrics

•Agile

•Map and share

Social Media Monitoring

• Who you should monitor

• How to do it

• The tools to use

• What do do with the data

Why Monitor?

Find online stakeholders & influencers

Identify where online conversations about you occur

Find existing/emerging trends relevant to your brand

Identify competitors

Identify themes, stories, content for proactive PR and social

media strategy

Start to take part in the conversation & represent yourself to

interested parties.

Represent yourself to people giving out about you.

Monitoring tools? Take your pick.

Who to Monitor? The most important person to monitor

is yourself

Google Analytics

Code you add to your site, allows you to:

•Measure visits

•What they look at & for how long

•Where they are coming from

•How they are finding you

•Bounce rate:

Measures visit quality. A high Bounce Rate indicates that

visitors aren‘t sticking around

Clicky - www.getclicky.com

Subscription service - with Free Trial

Real time monitoring

(Google claims 3 hours lag on Analytics)

More customisable than google analytics

Track specific actions visitors take

Twitter Keyword monitoring

Google Keyword Tool

Part of Adwords

Not really a monitoring tool

But gives you a sense of the lay of the land;

online competitor analysis.

Shows local & global searches

New Insight for search function

http://www.google.com/insights/search/#

Google Alerts

Get an RSS feeder & sign up for Google Alerts.

Any mentions will pop into your inbox

Specify how often: as it happens, once a day,

etc.

• Free

• Easy to use

• Not very accurate

• Monitor yourself & the

competition

Searches Message boards

Only use advanced search

Get an RSS feeder & sign up for Google

Alerts

Social Mention socialmention.com

Real time social media monitoring;

offers alerts - like google‘s, but just for social

media

Offers topline figures on sentiment,

Keywords, etc.

Good for the bigger

Klout - Klout.com

Shows influence of individual tweeters

Level of activity & Connections

Great way of sussing out online personas

Boxcar Push Social media monitoring for iPhone

Twitter, Facebook & Email

Digg & Stumbleupon

Topic based Bookmarking & Recommendation

sites

Allow you to find popular sites & articles

according to topic

Identify influential bloggers in your field

Also allow you to push out your content

Paid Services

Radian 6

Blog & Social media monitoring service

Offers multiple data displays

Row feeder

One term for free, exports reports in Excel

O‘Leary Analytics

Bespoke online monitoring & IRISH

Most importantly: The social

networks themselves

• Look for people & terms on Facebook

• Use Twitter clients to monitor who‘s DM

& RTing you.

Use the data to decide:

Who your audience is

How they find you

Who your key influencers are

Who are your competitors & what are they

doing

What content attracts interaction & engagement

What you want to say & how you can make it

uniquely yours

How you can insert your content into existing

online conversations

What to do with the data?

Top Ten pointers to setting up a

Social Media Campaign.

1. Research & Monitor

Monitoring we‘ve covered….

You need to know your customers.

• Are your customers using social

media?

• Which platforms are they using?

• How do they use them?

• How can you join their

conversation?

What are your competitors doing

online?

2. The Big question

Decide what you want to achieve:

What are you aiming for?

• Raising awareness?

• Winning new customers?

• Retaining existing ones?

• How are you going to measure the

success of your social media strategy?

3. Create Guidelines

You‘re doing away with the media

middleman. Therefore, you need rules &

guidelines to ensure you stay on the

right tracks.

• Tone of Voice

• How to handle interaction

• How to deal with criticism

http://socialmediagovernance.com/policies.php

4. Ensure Adequate Resources

Social media needs to be someone‘s

responsibility. Not the IT guy. Not an

intern. It should be someone with front of

house or marketing experience.

• Who‘s going to be responsible for your

social media campaign?

• Who will create content?

• Who will interact with customers?

• How much time are you going to

devote to social media?

5. Internal engagement

Going social means that your company needs to

embrace ―social‖ inside and out.

Every single employee of yours represents your

company. Whether it‘s actively or passively. Inform

them about your social media strategy.

They can be advocates, active recruiters, brand

ambassadors, etc.

6. External Advocates

Your employees aren‘t your best

supporters - your customers are.

Engage & incentivise them to become

advocates, write reviews, get involved...

Not a Brand economy – It‘s a Fan economy

7. Interaction

If people get in touch with you via social media you

must respond.

If you are faced with complaints, deal with them

honestly. But remember you are doing so publicly.

So BE NICE.

Whether responding to positive or negative

comments, try to give the customer what they want.

8. Contingency

Know what you‘re going to do if

something goes wrong.

Nothing travels faster online than news

of a screw up

Manage your reputation by knowing the

risks, being prepared and nipping any

bad press in the bud.

9. Content is King

Your business has interesting and

valuable information.

Use it IMAGINATIVELY to create

content around issues that your

customers will respond to & pass

on to their peers.

10. Patience

Social media takes:

• Time

• Commitment to your strategy

• Honesty & Fidelity to your customers

• & more time

People are bombarded with

messages from media outlets,

friends, brands & businesses.

How can you stand out?

5

6

The Power of Social Platforms

5

7

Platforms: Facebook

Overview

• 500 Million Active Users

worldwide

• 1,451,160 in ireland

• 791,060 of those are Women

• Only 6 years old

How do businesses use

Facebook?

• 55% awareness/reputation • 47% marketing channel • 37% brand monitoring • 32% customer feedback • 25% customer service • 16% sales channel

Facebook Analytics

Great ability to track users

User trends; time of visit

Demographics

Weekly update of user activity on page

Case study: Bacardi Ireland

• 16,351 Likes

• Targeted for 18 -30 year olds

• Driven by online promotion

• & Real world Interaction

• Content that interests target audience;

eg. 7k entries for Electric Picnic Comp

• On Brand messages

• Inline with fan usage of Facebook, re.

Music, photos, video, etc.

• Targeted advertising

Promotions

• Facebook has recently changed how it

runs promotions

• Monetising promotions through third

party applications

• No native fuctionality to enter

• No guns, dairy or alcohol as prizes

• No sweepstakes in India or Sweden

Twitter

Some (oldish) figures

75% of twitter users joined in 2009

10,000 new accounts opened per day

35% of Twitter users have 10 followers or

less

9% of Twitter users follow no one at all

10 billion tweets

Best Practice

• Interact with your influencers

• Interact with your customers

• Promote your content

• Spread relevant information

• Create your own format

• Crowdsource - ie. ask for help

• Use a Twitter client;

Eg. Tweetdeck, Brizzly or Hootsuite

Blog

Your own online presence

Free software & hosting makes it

easy to set up and manage

• Wordpress

• Blogger

• Tumblr

• Posterous

LinkedIn

"LinkedIn is the office,

Facebook is the barbecue

in the backyard, and

MySpace is the bar‖, Reid

Hoffman, CEO, LinkedIn

• 65+ million users

worldwide

• Average household

income $109,000 USD

• 85,000 new sign ups

every day

• 100,000 Irish members

• Trusted as B2B platform

• Professionals use LinkedIn to

build networks

• Connect with business owners

locally and internationally

• Share insight, answer questions,

become a resource

• Self-Promotion &

recommendation

• Advertising also offered

Flickr & Pix.ie

Photosharing sites

Great for broadening

your digital footprint

Don‘t tell. Show.

Great for user generated content

which can be reintegrated into

your website. Eg. Guinness

Storehouse

YouTube

Second biggest Search engine

Video content is growing

Integration into website and

Facebook pages

Annotations allow for SEO of video

content

Video press release

Think how you can make sticky

video content, eg. Bacardi Ireland

Foursquare & Location

Great scope for promotions

Reward regular customers

Users recommend according to

location

Facebook Places on the way

(supposed to be working now)

Postling

Postling is a one stop shop

• A dashboard that monitors all social media

presences

• Reports on mentions

• Freemium & Premium offerings

Types of Social Media campaigns

Customer relations

Social media is ideal for keeping in contact

with your customers:

• Dealing with issues

• Answering questions

• Informing about new products, services, etc.

• Meteor is a great example.

Sales

Social Media lends itself to tactical

campaigns to specific groups:

• Dell on Twitter

• Albion Bakery

Brand Engagement

Use social media platforms‘ functionality to

get your audience doing something

• Orange‘s Glastophoto

Virtual Tours

Use social media to show your audience around a particular

place

• Ferris Bueller badge in Chicago

• Dublin City iPhone app

Augmented reality app

on iPhone and Android

Tourism providers can add their own content & details

100,000 downloads expected

Group Buying

Use social media to gather a critical mass. customers get

cut price deals, brands and businesses get guaranteed

footfall.

• Boardsdeals.ie

• Gap

Gap teamed up with Groupon in August, offering

$50 worth of apparel for just $25 in the US. In

one day, 441,000 groupons were sold.

Resulting revenue = over $11 million.

Word of Mouth advertising

Generate Buzz and a groundswell of interest

• Blair Witch Project

• Starbucks Free Pastry Day.

Crowdsourcing

Use your audience as a research group:

• Doritos Attack on Westminster

• Mountain Dew Dewmocracy

Forest Whittaker asked for the next

flavour. The winner (called Voltage was

unveiled in 2008.

What does a campaign look like?

Ongoing Activity for a typical engagement

campaign:

Monitoring 2 or 3 times per day across all

your online properties.

Responding to any pressing comments as

they arise/as you notice them.

Twitter is an ongoing conversation React in

real time if you can.

Posting on blog according to your schedule.

Eg. Once per day/twice per week.

Analysing Data once per week. Looking for

trends in how people find, use and interact

with your site & social media properties.

Analysing Content once per week to see

how ads, content, etc. are performing

Crisis Management

Not so good

•Still page one.

•News site focused.

•Lack of department title tags.

•Lack of initial response page

•Need to build future articles.

Good

•Fast open response. FAQs

•Technical experts.

•Utilised community.

•Post event speaking.

•Established.

Influencer Ranking

Analytical

•Search engine placement.

•In bound links.

•Technorati ‗authority‘

•Comments

•Visitors/Impressions

•Main stream media coverage

Subjective

•Content.

•Context.

•Referenced and quoted.

•Categorise

Educational, Opinionator,

Detractor, Enthusiast,

Competitor

Before you get there.

•Online Crisis Plan.

•Integrate with established plans.

•Escalation procedures.

•Protocols.

•Legal team.

•Be part of the community.

•Establish SEO flow.

•Early warning monitoring.

•Staff communications.

What can you do. •Aggressive SEO.

•Paid search listings.

•Create response page.

•Use similar language/Keywords.

•Respond on same platform/media.

•Link build.

•Build positive stories pipeline.

•Leverage advocates.

•Contact Author.

•Integrate traditional PR.

•Complain to Google.

•Universal search.

•Utilise staff and links

•Be honest.

•Be candid.

•Declare interest.

•Be brief.

•Avoid emotional, heavy

handed, impolite or incorrect.

•Collaborate with credible

sources.

•Know when to stop.

Social Media Guidelines

Designed to

•Avoid legal exposure through accidental or deliberate

abuse

•Set ground rules of what is desired of

employers/employees online

•Guide to good etiquette on Social Media

•Sets out key steps for crises and when to escalate

•Advisory to avoid miscommunication and infamy

•Helps brands and companies open and maintain

dialogue

Types of Policy Guidelines These are common sense

If you participate in social media (anything from Facebook to Twitter), please follow these guiding

principles:

•Be nice

•Never Tweet or communicate in haste or in anger

•Humour is subjective

•Stick to your area of expertise and provide unique, individual perspectives on what's going on at your

company, your life, and in the world.

•Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or

offensive.

•Always pause and think before posting. That said, reply to comments in a timely manner, when a

response is appropriate.

•Respect proprietary information and content, and confidentiality.

•When disagreeing with others' opinions, keep it appropriate and polite.

Our rules of engagement for employees and associates

1. Transparency

2. Protection

3. Apply common sense

4. Be nice and treat everyone with respect

5. Write what you know – stick to your area of expertise

6. Responsibility

7. If you make a mistake –

8. When in doubt, do not post or Tweet

9. Flag to the comany

10. You are responsible for your own actions online

11. Give credit when it is due

12. Whatever you post is permanent

13. You represent your company

No

Thank you for your time.

Eoin Kennedy,

Slattery Communications,

+353 86 8339540, + 353 1 6614055

Eoin.kennedy@scomms.ie

www.twitter.com/eoink

www.slatterycommunications.ie

www.eoinkennedy.ie/blog

http://www.linkedin.com/in/eoinkennedy

Steve Dempsey,

Slattery Communications,

+353 86 8099317, +353 1

6614055

Steve.dempsey@scomms.ie

www.twitter.com/slattcomms

www.slatterycommunications.ie

http://www.facebook.com/Slatter

yComms