Online PR course covering changes in the media, SEO press releases, media trends, social journalism and pitching, online video, content curation, surfacing content, Newsjacking, Native Advertising, Strategy, Social Media Platforms, Listening and Monitoring and Crisis Management.
13. Traditional Media Consumption in Ireland is in
decline.
Source: JNRS/Landsdowne Market
Research, AGB Nielsen,
Radio - 88% (1991): 85% (2010): 84%
(2013).
.
Daily Newspaper Readership
65% (1993): 48% (2010): 46% 2013
•TV: RTE
(2002): 54.5 minutes
(2008) 50.4 minutes
14. Second Screen Impacting TV.
•Panasonic Ireland 4/10: 16% comment.
•Eircom: 75%/33% Social Media & TV
•Nielsen: Channel hopping.
•Twitter: 40% of tweets about TV
•Tweet when market is watching
16. Nic Newman, Reuters Institute of Journalism
Two Key Trends
Journalist practice is changing
• New Tools
• Accelerating the moves to real time news
• New jobs emerging
Changing journalist landscape
•Journalists no longer monopolise the
news
•Consumers and audience are more in
control
17. 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
18. 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
•Personalised
Search Tools
Google (Web)/ Technotrati /Icerocket (blogs)/RSS feeds
Social Networks
19. Twitter
• 33 +
•385 K Tweets 152%
• 302 K Followers 560%
• 30 K Following 167%
• 4.2 K Listed 40%
•55 K Tweets
•Av 11K T, 9K F, 900
Blogs
• 17+ blogs
• Fashion to Technology
• Low interaction
Pod Casts
23. Irish Times
215K Nov ‘14.
4K Nov ‘11K
Not just a newspaper...
•Multiple channels.
•Journalists establishing
separate profiles
•New content forms.
•Open contact.
•Engagement.
•Monitoring.
“Viewspaper, not Newspaper”
Lessons
• Sponsored Content.
27. Impact
Media now use Twitter for
•Looking for leads and spokespeople.
•Pushing and discussing the story.
•Radio taking Twitter comments on air.
•Use as basis for breaking stories.
•Personal insight.
•Getting guests on shows.
•Direct commentary.
•Need to follow, monitor and engage.
28. Tips
•Relationship first then pitch.
•Read, Comment & share articles
•RT Like and Pin.
•Start conversations.
•Sign up for podcasts & pitch ideas.
•Be selective about pitching on twitter
@journalistname esp cold pitches & personal.
•Take care with share requests.
•Use social to personalise email pitch.
•Encourage media to follow you.
•Curate content & post analysis.
•Create a reference site with full details.
•Email still best for pitching.
•Show Gratitude.
•Think real world – public.
•Avoid basic errors.
•Don’t mass tweet & follow up.
29. Trends
• Companies employing journalists.
• Article popularlity to increase in importance.
• Crowd funded investigative journalism.
• Instagram challenging Twitter as News
•Video use to jump.
• Increase promoted articles
•Expect digital acquisitions.
•Paid for content visibility.
•Increased use of user generated content.
•New ways of story telling.
•Instagram Challenging Twitter
•Challenge of the press release.
30. Issues
National Newspapers of Ireland (NNI)
• Charge for web links
• Sliding scale
•1-2 €300
• 6-10 €500
• 11-15 €700
•15-25 €950
•26-50 €1,350
• 50+ negotiable.
•Ongoing.
•Ask permission.
31. Help a Journalist
• HARO
•http://www.helpareporter.com
•Register
•3 Emails media queries daily
•Respond directly
40. Amplifying Earned Media Content.
•Surfacing content.
•Other stories from the web.
•Publishers.
•Ricochet New York Times.
•Ad Stitched to content link.
41. Newsjacking?
•Deployed through Twitter
•Blog Analysis.
•Real-Time Media Alert.
•Physical podium.Livestream.
•Commentary.
•Newsjack at breaking.
•Tying news to current events.
•Use good judgement
42. Native Advertising. Branded Content
•5 day made for media hoax.
•Media partnership with
TheJournal.
•#unwrapgold
•Video & story based.
•User stories.
•460k video views.
•8,000 comments.
44. Building a Strategy
Internal
•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
45. What’s next!
Plan
Communication
•Listen/Engage/Monitor
•Content Streams
•Timing
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
46. Exercise. Build your Reputation Plan
1) What you what to achieve. Why you are there.
2) Research. What will you use. Where will you look.
3) Monitor. Where, what and action.
4) Content calendar.
5) Currency.
6) What platforms.
7) Tactic – stand out ideas.
8) Reporting – Measurement.
Post it pad. Pair up. Present to each other.
48. 1. 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
• 46% Don’t have
http://socialmediagovernance.com/policies.php
http://www.williamfry.ie/Libraries/test/Social-Media-in-the-workplace-report-2013.sflb.ashx
49. 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?
2. Responsibility
50. 3. 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.
51. 4. 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
52. 5. 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.
53. 6. Patience
Social media takes:
• Time
• Commitment to your strategy
• Honesty & Fidelity to your customers
• & more time
55. 8. Plan your day.
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
56. Facebook
• 3% rise Q1
• 62%
• Average user spends 4 hours 10
mins per month on Facebook.
• T & Cs.
60. Blogs
Your own online presence
Free software & hosting makes it easy
to set up and manage
• Wordpress
• Blogger
• Tumblr
61. LinkedIn
• 700K + Irish LinkedIn Profiles
• 26%
• Linked in growing x3 faster than FB
• Average user is 35 to 44 living in Dublin AB
social class
• Use to grow Twitter
63. 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
64. YouTube
Second biggest search engine
1.3 Million Irish users in 2010
400 million views per month
Think how you can make sticky video
content, eg. Bacardi Ireland
67. Facebook, Foursquare & Location
•1% Foursquare
•Great scope for promotions
•Reward regular customers
•Users recommend according to
location
•Comments & photos
68. SlideShare
• PowerPoint Presentations.
• Add key components of release.
• Add video, music and photos.
• Tell the story.
• Share.
• Embed on SEO PR Sites
• Blog to presentation
72. Wikipedia
•Avoid Editing.
•Talk Page.
•Following protocol
•& instruction
•Transparent.
•Neutral
•In Good Faith
•Verifiable
http://www.iabc.com/cwb/archive/2012/pdf/CIPR_Wikipedia_Best_Practice_Guid
ance.pdf
73. 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.
74. Where to monitor?
Social networks themselves
• Look for people & terms on Facebook
• Use Twitter clients to monitor who’s DM &
RTing you.
75. Paid Services
Radian 6
Blog & Social media monitoring service
Offers multiple data displays
Row feeder
One term for free, exports reports in Excel
Olytico Analytics
Bespoke online monitoring & IRISH
95. 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.
“recall”
100. Monitor and respond.
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.
101. Dangers of photoshop.
BP Deepwater Horizon.
Support photography.
Location shot & Command Centre.
Don’t airbrush.
127. Trends.
• Lightning Speed.
• Hyper-transparency.
• Dialogue.
• Search.
• Same tools.
• Traditional media amplification.
• Civility.
Ref:Ogilvy 360°Digital Influence.
128. Crisis Comms:Before you get there.
Integrate.
Escalation
procedures.
Scenario
development
Protocols, response
flow charts.
Roles,
Responsibilities,
Action.
Resources.
Legal team.
Ensure senior
management engaged.
Know
what is
a crisis.
Recording
Data.
Crisis
Management
Plans
129. Crisis Comms:Before you get there.
•Be part of the community.
•Establish SEO flow.
•Staff communications.
•Ongoing education.
•Personal and work accounts.
•Early warning monitoring.
•Google Analytics Search
Terms.
131. What can you do
•Gather intelligence.
•Be honest.
•Acknowledge.
•Be candid.
•Declare interest.
•Be brief.
•No third response.
•Know when to stop.
•Avoid emotional, heavy handed, impolite.
•Contact Author.
•Learn your lesson.
People Focus
132. What can you do
•Collaborate with credible sources.
•Integrate traditional PR.
•Create FAQ.
•Create response page.
•Pressure Release valve.
•Leverage advocates.
•Hide content from SEO
•Complain to Google.
•Utilise staff and links
•Aggressive SEO/keywords.
•Use same platform/language.
•Test influence.
•Build positive stories pipeline.
Technical
133. Dealing with Negative Review
•Get the basics right.
•Claim listing
•Populate
•Paid for listings/encourage more reviews
•Offline cards
•Cross check review scores. Av 4.01
•Popularity index
www.nhm.ac.uk
134. Dealing with Negative Review
•Grasp the nettle.
•Stay Positive.
•Cooler head prevails. Professional.
•Rapid response, 24 hour. Steal Thunder.
•Flip the script. Apologise/Point to positive.
•Taken seriously.
•Address problem.
•Remedial action.
•Show gratitude.
•Personalise.
www.nhm.ac.uk
135. Dealing with Negative Review
•No Jargon/CAPS.
•Protect privacy.
•Show gratitude.
•Avoid stock answers.
•Analyse.
•Need for policy.
•Play the game. Think RT.
•Possible offline channel.
•Be consistent.
www.nhm.ac.uk
136. Dealing with Negative Review - Brave
•Backfiring complaint
•Cannot delete.
•Virality
•Complete retelling of the story
140. Value of responding #fail.
http://www.oracle.com/us/products/applications/cust-exp-impact-report-epss-1560493.pdf
• 46 % of consumers were pleased.
• 22 % posted a positive comment about the organisation.
•79 % poor customer experience online had their
complaints ignored.
141.
142.
143. Things to watch - Trends.
1) Freedom
2) Customize Everything
3) Scrutinize Everything
4) Integrity & Openness
5) Entertainment & Play
6) Collaboration
7) Innovation
8) Speed
Don Tapscott: Grown Up Digital
Norms of The Net Generation:
144. Thanks for your time.
Eoin Kennedy,
+ 353 86 8339540
www.congregation.ie
eoin@congregation.ie
www.twitter.com/eoink
www.eoinkennedy.ie
Skype: eoin.kennedy.work
Irish bar analogy
Check profile of clients
Not should from the door
Listen, respond back – find out what you have in common & of interest
If you are an expert
Have you got advice to give people
Engagement
Monitoring
Not about using a megaphone
PR companies rank low for online PR
Ad industry strong on creative messages and bought media to achieve some behavioural change
PR strong on message development, community engagement
Seo – content marketing – plans for creating, distributing and promoting content
Kevin Warrick – university of reading
2045 singularity moment
Le web and monitors
iPhone app checking heart rate through camera - Azumio
Radio 84% - 2013;
54% JNRS 2013 – 46% 19-24
50k tweets during first 15 min of apprentice – 46% on phone
20% PC/Lap Top
30% Tweet/Facebook
50k tweets during first 15 min of apprentice – 46% on phone
40% of tweets in the UK during peak-time television hours are about television Dan Biddle Twitter
2nd screen social TV
Gracenote – listens and serves ads
¾ use social media while watching TV Eircom Household Sentiment Survey (EHSS)
Axonista – showpal – digital watermark – polls, inside scoup
BBC live downing of flight MH17 over Ukraine
Twitter different content rules due to lack of Algorhythm: Shawn Mendes – 150k tweets for new song – almost no facebook
50 percent more posts have been embedded since the launch of FB Newswire – format, space, length of post, number of photos all impacting
11000 tweets
Following 9000
Off the Ball joining Irish Times for podcast
Worry trend of net gens “if news is important enough it will make its way to me”
Just because you can does not mean you should.
Not just twitter – find other sites they are on
Create good content, on email signatures, tweet ideas
Basic error – ask to dm when you are not following, don’t use for things you could get elsewhere
Worry trend of net gens “if news is important enough it will make its way to me”
Planning how to create the content, how to distribute and how to promote it.
Own media: Earned media: Bought media.
Facebook ads.
Symbiotic brands co promotion.
David meerman the new rules of marketing & pr
Story broken by the journal
Samsung es9000 Facial recognition
Freedom of choice – products to work arrangements
Personalising their world and interactions
New scrutinizers
In companies they buy from and work for
In work, entertainment and social life
Relationship and cross border
Trying out new ways of doing things – faster than established businesses
Not just video games
Anticipate: Bump bad news, anticipate good news: Get out their first: build your brand: things you control: profiles keyword rich: save positive comments: leverage offline content
Claim: set up accounts, then promote positive news,
Monitor: lots of tools
Respond: reviews to local discussions, be part of the community, pre-empt response, burst the blister,
OPTA stats: good use of their stats
Consistency and data analysis = key
Match with platform optimum performance
Groups
Updating – postings amplication
Use LinkedIn to grow twitter
16% up lift in SEO
Trolling.
Micks Garage – Breaking Pad – predict the end of the video and scale electric competition.
Featured on Engineroomshow.com
http://www.siliconrepublic.com/new-media/item/36118-google-releases-stats-on-ir
http://www.eightytwenty.ie/blog/social-media-statistics-ireland-infographic/
77% of Irish YouTube users access YouTube at least weekly
Foursquarre and American Express
Social mention – power social search – gives nice impact figures
Topsy – simple search bar – live searches
Boardreader – simple search bar – main forums
Posting – inbox for social media activity
Hyperalerts – mainly facebook esp for competing facebook pages
Socialbro, sproutsocial, sumall.com
Tweetdeck – desktop download, multiple columns, runs live, distracting
Hootsuite – login, remote access, multiple columns
Outlook Social Connector – connects email and social media accounts – can check your recent activity – do not always need to be connected.
Whats the compelling plan
Why is it relevant to them
Easy to use package
Become the expert
Join and participate without expectation
Not mkt. Responsive, articulate
Klout – hiring, hotel check in
Klout – hiring, hotel check in
Gender, age, location, vertical, audience size, influence
Klout – hiring, hotel check in
Kevin Smith: 1.6 million twitter followers
Kicked off south west air flight… They dealt with it very well. Turned 1.6 millon angry folk into 1.6 million people thinking they were doing a good job.
Bp made a hames of their online and offline press.
This is a fake photoshoped shot they released showing how they were dealing with the crisis.
It was torn apart online.
Make sure you get your twitter handle
Threats to bloggers
Traditional media amplified
Fake press release
Lets go ads – captions on animals – legal action if liked an ad
American Apparel, Urban Outfitters
Cash and clothing donations
Kmart sandy hook shooting tragedy and toy giveaway
Search included the uncyclopedia.wikia.com logo entry. Providing Shit to Scum for over 70 years.
You never know what else it uncovers
Market through it
Flip the conversation.
Twitter links newstories to it and news stories embed the tweet
Opinion or promotion.
Homophohic references – names indicated on Saturday night live
Opinion or promotion.
Defensive, shouting down,calling facists,
#godslot
Be direct
Apologise properly
,
Be direct
Apologise properly
,
Be direct
Apologise properly
,
Be direct
Apologise properly
,
response to Imgur, Reddit, and Facebook,then twitter then traditional media
contrasted with her comments when she accepted the “Communicator of the Year”
Delete accounts
YouTube direct to follow on stories
Huffington Post etc
,
Social to mainstream to sharing to editorial.
Millions of forensic experts. CSR = genuine
Search social and universal search. Links from authorative sites
Detractors are resourceful
Who has to approve,
How do you get information
Who has social media credentials
Crisis = something u don’t know, change from norm, scope, scale & impact
Fix the problem.
Recent/postitive/negative/volume
Apologise: Taken Seriously: Address: Personalise”:
Apologise: Taken Seriously: Address: Personalise”:
US Air force
Guardian and BBC good also
Online criticism hurts, enduring and anger is entertaining, people like to see others fail.
Judgement call. Right or wrong depends on the culture of the organisation.
Freedom of choice – products to work arrangements
Personalising their world and interactions
New scrutinizers
In companies they buy from and work for
In work, entertainment and social life
Relationship and cross border
Trying out new ways of doing things – faster than established businesses
Not just video games