From blogs to Facebook pages to Twitter feeds, there's a lot of talk about your brand online – and a lot of different people doing the talking. The challenges aren’t just in identifying and reaching out to key influencers, nor merely monitoring, measuring and interpreting the activity. They’re also in working out who’s talking to whom and who owns what; in short, who does online PR. This workshop will take a closer look at: What do we mean by online PR? Why you need an integrated approach How to determine influencers relevant for your clients and brands Best practices for listening and engaging with influencers Taking it to the next level – linking engagement with business objectives and measuring ROI

1. Online PR
Or, Storytelling in a Social Media World
Paul Miller, Head of Digital Strategy
#cisionuk

2. The Storytelling
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4. in 1950
#cisionuk

5. #cisionuk

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7. "We live in a time not of mainstream but of many streams
or even, that we have come to delta"
John Cage
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11. THE CANON (MAINSTREAM MEDIA)
CHATTER (SOCIAL MEDIA)
INFLUENCE
METRICS
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17. 100 2500
80 2000
Pageviews and Entrances
Goal Conversions
60 1500
40 1000
20 500
0 0
01/05/2010 08/05/2010 15/05/2010 22/05/2010 29/05/2010
Goal Conversions Unique Pageviews Entrances
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23. The Story
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24. “Consumers don’t by products so much as narratives”
William Gibson
Pattern Recognition (2003)
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33. Questions
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34. Power your story.
Paul Miller
Head of Digital Strategy
paul.miller@cision.com
uk.cision.com
@cisionuk
#cisionuk