Prezentacija "Online / digital PR" koju je Alex Sass održao na konferenciji iFront 2010 u junu 2010. godine.

1. Online / Digital PR WHAT IS DIGITAL PR? SOCIAL MEDIA MARKETING MEASURING DIGITAL PR CROWD SOURCING AND VIRALS Alex Sass, Renegade Media

2. Alex Sass Head of digital – Renegade Media Ltd [email_address] Twitter.com/ADSass +44(0)7891 386496

3. Good times for online spend Jeff Levick, AOL President, global advertising and strategy-- “ Brands are steadily running out of places to control their brand”, he said and referenced a quote from a senior marketer at P&G, who told him that more than ‘60% of network programming will be reality television and I can’t put my brand there’. Niche is the new mass media.

4. A 'lonely' real world

5. Digital is becoming real

6. And it's big

7. Everyone wants a piece Brands want to be a part of our social dialogue, position themselves within a new market where the consumer is trusted more than marketing. Digital PR is ‘ conversation management ’

9. Every organisation depends on its reputation for survival and success Customers, suppliers, employees, investors, journalists and regulators have an opinion about your industry and your brand, whether good or bad, right or wrong. In today’s competitive market, reputation can be a company’s biggest asset – the difference that makes you stand out and gives you a competitive edge. Effective PR can help manage reputation by communicating and building positive relationships.

10. Inventing your industry BRAND ADVOCACY EVEN MORE IMPORTANT THAN BRAND IMAGE OR BRAND SATISFACTION

11. All of our clients demand.... BUZZ!

14. The words we're using Evangelist marketing

16. Our influence This is what we have and what they want 11 TO 12 INTIMATE CONTACTS 150 SOCIAL CONTACTS 500 TO 1,500 WEAK TIES

17. The words we're using Homophily I’m head of homophily

20. Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, and the web.

21. Espn twitter

23. Evangelist marketing

24. It's not exactly calling out for content 100,000,000 The number of YouTube videos viewed per day.

28. How sports brands are reaching out to Europe through digital

32. Another good example of blog outreach

33. http://limitedhype.com/2009/04/asics-left-right/

34. http://www.youtube.com/watch?v=dg8WI8ZDf8A

36. Based on US Air Force blog assessment schema Barclays example from cScape

38. 700 views 160.000 views

39. 700 views 160.000 views

40. They all want the horrible word!

42. Facebook – it's a reflection, only More Facebook messages are now sent than emails, but they tend to go to people who already interact in the real world. Those are relationships that won't be swayed by a new 'buddy' very easily. To change behaviour you need to offer social reward, recognition or status. You can't do that in networks with existing leaders, subordinates and promises made.

43. Facebook – it's a reflection, only. It's reflected in CTR and CPC- Facebook-- typically 0.1% click through On/Offline networks-- typically 2-5% click through It's cheap, but it's only broadcasting. The majority of ad spend is based on direct response rather than building a brand. Once you turn that off, it just stops, they move on.

47. You can measure this stuff UK interest in “under armour”

49. Micro campaigns can kick off ‘viral’ effect for a tiny budget Look at those logo impressions – brand recognition

50. Facebook for people gathering (example of micro budgets)

51. Link ‘buzz’ to search volume

52. Measure Tweet penetration

53. Setting a value rate

54. Measuring Social Media SEO

55. The credibility of Google results Is inversely proportional to the success of SEO

56. Where else do we turn? Facebook, trust your mates? Twitter, trust the masses? The pub, trust the drunk?

57. Where else do we turn? Facebook, trust your mates? Twitter, trust the masses? The pub, trust the pissed?

58. Start at the top? Google won’t call me back, for $100K Facebook won’t touch for $30K Yet my bloggers have a bigger reach than the natural search term figures.

59. Change approach Social media is a fabulous CRM tool CPC and ROI is higher Move the social media budget from the SEO department to CRM or Brand Management?

62. Simple tips Twitter – state your intention, host a hub page and set a policy Facebook – Go Micro, be specific, increase your CTR, drive to the real world. Invest in media events that naturally move online, source the crowd. The technology is a given, invest in sociology.

64. Questions welcome [email_address]