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Online PR
26 March 2009


Trainer/s: Ged Carroll, Head of
Digital EMEA, Waggener Edstrom
Worldwide
What we will cover today
•Online PR – definition
•Impact of Web 2.0 on PR – consumers, media and stakeholders
•How to develop an online PR strategy:
        Auditing and monitoring the online environment
    •
        Tools, tactics, targets and teams
    •
        Measurement
    •

•Detailed review of the Online PR toolbox
•Online reputation management




2
Who, what, why?
A quick introduction, where you‟re from and
what you are looking to get out of today




|3   |13 January 2008   |Trainer/s: AN Other, Job title and company
Who on earth am I?
Or as my girlfriend sees me…




                               5
WHAT IS PR?
                           quot;Public Relations is a set of management, supervisory,
                           and technical functions that foster an organisation's
                           ability to listen strategically to, appreciate, and respond
quot;Public Relations is a     to those persons whose mutually beneficial relationships
management function        with the organisation are necessary if it is to achieve its
                           missions and values.quot; - Robert L. Heath,
which tabulates public     Encyclopedia of Public Relations
attitudes, defines the
                           “Public relations is about reputation - the
policies, procedures and
                           result of what you do, what you say and
interest of an
                           what others say about you.
organization followed by
executing a program of
                           Public relations is the discipline which
action to earn public
                           looks after reputation, with the aim of
understanding and
                           earning understanding and support and
acceptance.” - Edward
                           influencing opinion and behaviour. It is
Burnays
                           the planned and sustained effort to
                           establish and maintain goodwill and
                           mutual understanding between an
                           organisation and its publics.” - CIPR
WHAT IS PR? PART 2.0

                                                     Number 26 (out of 95
                                                     theses): “Public Relations
 PR in practice
                                                     does not relate to the
 “Public relations takes many forms in
                                                     public. Companies are
 different organisations and comes under
                                                     deeply afraid of their
 many titles, including public information,
                                                     markets.” - Cluetrain
 investor relations, public affairs, corporate
 communication, marketing or customer                Manifesto
 relations.
“To add to all the confusion, not all of these titles always relate accurately
to public relations, but all of them cover at least part of what public
relations is. At its best, public relations not only tells an organisation's
story to its publics, it also helps to shape the organisation and the way it
works.
Through research, feedback communication and evaluation, the
practitioner needs to find out the concerns and expectations of a
company's publics and explain them to its management.” - CIPR
Online Public Relations – the reality
•It doesn‟t require a big step change
•Just understanding of basic principles
•Knowing who can support you internally and
 externally (sense check tools, select external
 technology providers, metrics etc)
•ID‟ing your/your clients‟ comfort zones
•Small steps to achieve your/their PR objectives
•Selecting correct tools and techniques for the job
•Testing, measuring and refining


8
Online Public Relations ownership

 Over 50 per cent of online PR is done by marketing and digital agencies
 Currently falls between digital marketing, SEO and PR for most orgs
 •Technology and jargon
 •PR runs the risk of being defined by its channels
 •Lack of resources, support and training from CIPR/PRCA etc
 •Other digital marketing disciplines filling online PR skills chasm
 •Have „brand permission‟ in the online space




    9
What is Online Public Relations?

         “Communicating over the web and using new technology
         to effectively communicate with stakeholders” Source:
         CIPR website 2007

         “Maximising favourable mentions of the company,
         brands, products or websites on third-party sites”
         according to 60 per cent of in-house respondents to
         an Econsultancy survey




    10
There are 3 categories of Online PR


        Monitor/
         Map/                           Promotional
                          Defensive
        Research

                       Underpinned by
                                      Honesty
        Transparency
                                Rapid response
          Process
                                  Integration
         Flexibility



                                                      11
Papa’s got a brand new PR bag
      Search Engine Optimised Releases           Advertorials
                                                                                     Online surveytorials
     Press release distribution                                   Competitions
                                      Online media relations
  Tagged photography                                                                    Surveys
                                                                                                   Webcasts
          Press releases                                                           Online surveys
      Social media releases
                                                                                   TV interviews Skypecasts
          Media relations
   Online                                                                        Radio interviews    Webchats
   Reputation Mashups
                                                                                                  Internet radio
   Management Photography                                                Podcasts/Vodcasts
  Virtual World events                                                                               Microblogs
                                                                                 Audio features
 Investor relations
  Stunts Guerrilla activity                                                      White papers       RSS feeds
  Widgets Social network APIs
                                                                             Search Engine Optimised brand
  Folksonomies                                                               publications      Newsletters
Online monitoring
                                                                                      VNR Brand publications
Internal communications WIKI‟s
   Interviews Internal blogs                                                        Corporate/Brand blogs
    Forums/Boards/Comments                                               Events
                                                                                       Stakeholder relations
   Brand ambassador activity
                                                              Crisis Management
                      Stunts Infographics Dark blogs                                    Stakeholder mapping
      Conferences
                         Social Search Press briefings        Viral    Press trips
                                                                                     Product launches
       Social Tagging
                             Social Networking     Social Networking events          Crowdsourcing
     Social Bookmarking                    Online media centres      Blogger relations
                           Reputation                                                    Bag by Oliver
                12
                           Management                                                    Kray
It’s A World Of Change, Isn’t It?
The tenets of strategy are the same as they
have been for the past 3,000 years
Clients are still ultimately measured on the
performance of their business
We still communicate with people
ultimately in mind to be influenced
It has never been cheaper or easier to
produce content
Clients can disintermediate the media and
communicate directly with their audiences
Audiences can easily communicate with
each other on a large scale
We have new media vehicles
The news cycle lasts longer – online news
sources act like an echo chamber
A change in emphasis….
Traditional PR                                                         Online PR
•Core contacts and networks                                        •Larger networks changing
                                                                    rapidly
                                                                   •Tailored materials
• Catch-all media materials
                                                                   •Conversational
•Structured
                                                                   •Disintermediation
•Media vehicles required
                                                                   •Key influencers: context
•Key influencers= journalists,
                                                                    dependent
 analysts etc
                                                                   •ROI easier to measure
•ROI difficult to measure




|14   |13 January 2008   |Trainer/s: AN Other, Job title and company
The golden rule


 “People matter, Objects
don‟t”. That‟s all you need
to know about social
media. – Hugh MacLeod




|15   |13 January 2008   |Trainer/s: AN Other, Job title and company
Golden rule two




UTILITY
                  Picture: Basheertome
Fundamentals of online PR
•Understand how networked audiences work
•Map online environment to gain intelligence before
 planning begins
•Flexible and tailored communications
•Integrate with other marketing disciplines and other PR
 channels
•Be meaningful – messages with intent and purpose, not
 spin
•Measure and learn
•Agree organisational ownership and chain of command
 – Internal PR teams, digital , external
 agencies/specialists, combination?

17
Changing behaviours




|18   |13 January 2008   |Trainer/s: AN Other, Job title and company
Fragmented media landscape
UK consumer media consumption
                                   Share of media time
                                   % of media time for all internet users
                                                              Weekdays
 •37.2 million UK internet users
 •61% population
                                                6
 •54.6% of UK households have
                                           7
 broadband
                                                            34

                                        27
                 Saturdays                                                       Sundays
                                                                                        5
                                                     25
                  74                                                            8
                                             TV
                                             Radio
          24                  47                                                                       48
                                                                        23
                                             Internet
                                             Newspapers
                                                                                      16
                  17                         Magazines

                                                                   Source: BMRB Internet Monitor
                                                                       Base: All Internet users aged 15+



            20
Sub-groups on the net                                                                  21




  Communicate                   Connect              Collaborate              Collect
• Blogs                   • Social Networks       • Wikis              • Tagging
                          • Text Messaging        • Consumer Created   • Social Bookmarking
• Podcast
                                                    Media
                          • Instant Messaging |                        • Search Engines
• Video Blogs
                            Twitter               • Open Source
• Video / Photo Sharing
                          • Skype                 • Creative Commons
                                                  • Mash-Ups


  Collective Wisdom           Customization           Conversation           Community


• Ratings Sites           • RSS                   • Blog Comments/     • Created by all of the
                                                    Responses            above
• Wikipedia               • Widgets
                                                  • Meme Trackers      • Fostered by common
• Social News             • Virtual
                                                                         interests
                            Worlds/Avatars
                                                                       • Built through
                                                                         conversations
22
Top 10 social networks
              Site   World Members   1 Year Change
 MySpace                 114.15          72%
 Facebook                52.2           270 %
 Hi5                     28.2            56 %
 Friendster              14.9            65 %
 Orkut                   24.1            78 %
 Bebo                    18.2            172 %
 Tagged                  13.2            774%
The User Generated Content pyramid
                 1% Creators – initiate conversation


                 10% Synthesisers – respond/filter


                 89% Consumers – read/recommend
                 and use other WOM channels




                                                     24
FINANCIAL TIMES
                    DAILY
       ECONOMIST TELEGRAPH               LOADED
   GUARDIAN                                       VOGUE
                                                          BBC
MEGASTAR




           BLOGGERS - SOCIAL NETWORKING
           USER GROUPS - FORUMS - WIKIS -
           PHOTOS            CONSUMER-
                GENERATED CONTENT
Dissemination of news




|26   |13 January 2008   |Trainer/s: AN Other, Job title and company
Media 2.0
Weekly and monthly publications are
left behind:
Wired is still a monthly magazine but
also publishes a plethora of content
every day
Sections are user-generated such as
Found: „Artifacts from the Future‟
Daily publications now publish
several times a day through different
media:
The Times is one of the largest audio
content providers in the UK media
The news cycle lasts longer – online
news sources act like an echo
chamber:
The most linked-to site by English
speaking blogs is the New York Times
online, the Guardian is close behind it
Future of news




|28   |13 January 2008   |Trainer/s: AN Other, Job title and company
From hard copy to multimedia news
       FROM                           TO


                    • Most popular stories dictate tomorrow‟s
                      print headlines
                    • 47 staff blogs
                    • Telegraph TV – web TV channel
                    • Podcasts
                    • A4 size print your own paper
                      Telegraphpm
                    • Comments on every story
                    • My Telegraph personal news portal,
                      personal blog space and social network




 29
News - reach
One in 24 UK internet visits went to a news and media site. BBC
accounted for 15.45% of these visits Source: Hitwise May 2007
 UK Guardian 29.8 m unique users Source: ABCe Jan 2009
 22.8 m for Daily Mail (2.3m for paper) Source: ABCe Jan 2009
 22.8 m for Times Online Source: ABCe Jan 2009
 21.9 m for The Sun (<3 million for paper) Source: ABCe Jan 2009
 25.9 m for The Telegraph Source: ABCe Jan 2009
 6.7m for Mirror.co.uk Source: ABCe Jan 2009
 10.2 m for The Independent Source: ABCe Jan 2009
160 branded quality news sites in UK alone
 50+ respected newswires




     30
Lazy online PR engagement
                                  Chris Anderson blocks unsolicited PR




 Tom Coates and the PRostitutes




 “SSPR please stop spamming
 Bloggers”




       31
Virgin Atlantic case study
Oli Beale, a copywriter
with WCRS wrote to
Virgin Atlantic about his
experience on their flight.

His letter was shared on
the internet as one of the
funniest complaints letters
ever




|33   |13 January 2008   |Trainer/s: AN Other, Job title and company
Virgin Atlantic case study continued
Virgin aftermath:
912 references on
Technorati
Coverage in all the major
national newspapers
Front page on Yahoo! UK
for two days
                                                                       Source: Technorati




|34   |13 January 2008   |Trainer/s: AN Other, Job title and company
It doesn‟t have to be
this way




|35   |13 January 2008   |Trainer/s: AN Other, Job title and company
36
JetBlue case study
Valentines Day 2007:
130,000 customers trapped in bad
weather conditions
JetBlue fliers were trapped on the
runway at JFK for hours, many
ultimately delayed by days
Only 17 of JetBlue's 156 scheduled
departures left JFK

What JetBlue did
Communicated directly with its
audiences
Admitted that things had gone wrong
  Explained what had gone wrong
  Explained what they were going
 to do about it
PRagmatic approach required
•Embrace and understand the environment
• Understand the audience and how influence works
 online
• Understand how traditional media is changing
• Knowledge share – workgroups, trend spotters etc
• Get over the „technology‟ hurdle - use the tools
 personally to discover PR uses and how to make your job
 easier
• It will take time
• You may make mistakes on the way

38
Long tail PR thinking

 Reach
                          Traditional Media
              Nationals

                                                                   Online Media
                     Trades


                                          Niche sites
                                                Citizen sites
                              Media websites
                                                                Blogs


                               Reaching Billions
              Source: Immediate Future, June 2006



         39
Working towards a
strategy




|40   |13 January 2008   |Trainer/s: AN Other, Job title and company
Strategic approach

                        Audience                            Plan (integrate                              Measure Impact,
                                        Client business
   Business                                                                          Implement
                        research                              online and                                 Learn &Identify
                                          and brand
 environment
                                                           offline thinking)                              Opportunity
                                            analysis




• Understand the    • Understand how   • Assess client’s   • Design integrated     • Story               • Mapping
  client              the audiences      business            Influence Plan        development
                                                                                                         • Online / offline
  environment and     relate to the      situation           that combines         • Media relations
                                                                                                           impact & cross-
  marketplace         brand                                  traditional and       • Analyst relations
                                       • Diagnose                                                          linking
                                                             new channels          • Online
• Recognize how     • Understand how     communications
                                                                                   influencers           • Quantitative &
  the world of        they relate to     fitness           • Incorporate broad
                                                                                   • Digital               qualitative reach
  communications      each other and                         objectives
                                                                                   Storytelling
  is changing         the world                                                                          • Campaign
                                                                                   • Social networking
                                                           • Define your story
                      around them                                                                          performance
                                                                                   • Site design
                                                           • Apply your story      • Online
                    • How and where                                                                      • Business impact
                                                             to relevant outlets   promotions/ viral
                      to reach them,
                                                                                                         • Web analytics
                                                                                   • Blogging/
                      what are the
                                                                                   podcasting
                      rules of the
                                                                                   • Virtual events
                      community?
Monitoring




|42   |13 January 2008   |Trainer/s: AN Other, Job title and company
Why?
• ID core stakeholders and influencers outside of traditional media/contact lists
• ID where conversations happening and WOM networks of influence on the
 web and offline
• ID existing/emerging conversations and trends relevant to your organisation,
 brand, industry, key staff etc
• ID which traditional media online rank highly in SEO terms
• Market research, message auditing, pre-crisis and strategic planning, leaks
• To help plan proactive PR and social media strategy
• Traditional PR databases/tools (e.g. Mediadisk, Editors, Vocus) fall short
• Beyond journalists - „Normal‟ people can be influencers
• „Reputation Insurance‟ – Masterfoods
• Mapping techniques can be used for finding and tracking proactive coverage



43
Mapping
•Reputation monitoring software suppliers, specialists and
 agencies (over 150 specialist suppliers out there)
• Free tools plus your own internal data (e.g. Web analytics)
• No one solution best – until Google develops „Trends‟
• None fully automated – human analysis/filtering required – an
 evolving industry

•Can be costly, so vital to plan: What information is most useful
•Presenting to strategy planners – visual models, Wikis, databases
 etc
• How to share and maintain information across teams and
 external agencies



44
Key words
ID primary keywords - Organisation, brands, spokespeople,
 initiatives, affiliate organisations, known brand detractors,
 „competitors‟
•Brainstorm internally and use clients‟ internal departmental data
 and external agency data
•Keyword tools: Google Wordtracker
•Web analytics - Your analytics should show your referring key-
 words and phrases
•Analyse web log files
•PPC Campaigns
•Online research tools: Hitwise, Comscore and NNR




45
Search engines
 Still thinking about key words:
•Search engines – Google, Yahoo, Live, Ask etc
• Check inbound links to your sites via Google: Link:www.yourdomain.com
• And Yahoo: Linkdomain:yourdomain.com
•Yahoo! Site Explorer
•Make sense of what you find
• Organic search and PPC results for each keyword
• Google page rank
• Review source and establish their link community and who they influence
• Establish whether target for PR, link, partnership or monitoring
• Issue cluster
• Contact details
•Search ranking against key words




46
Professional tools and services




                                             Source: Magpie - Brandwatch
                                                                           Source: Onalytica


Source: Networksense Mapping - icrossing




                        Source: WexView - Waggener Edstrom
 47
Homebrew




           Source: Michelle Goodall



  48
Social media measurement tools
 Blog search engines   Make sense of what you find
                       •Who links to them or cites blog
•Technorati
                        posts – especially traditional
•Blogpulse
                        media
• Google blog search
                       •RSS subscribers
•Quarkbase
                       • Debate analysis – topics and
•Addictomatic
                        brand/org share of voice
                       • Sentiment analysis – positive,
                        negative, neutral
                       • Potential target for PR, link,
                        partnership or monitoring
                        target
                       • Issues cluster


49
Alerts
•Google alerts
•Yahoo news alerts


•Review and define source
•See relevant section –
 blogs, social networks and
 forums, video and photo
 UGC etc




50
Social networks & forums
Consider niche, local sites and
verticals, e.g. Teaching –
TeacherTube, UK Teachers Forums,
• Use social network engines to find
 them
•Facebook, MySpace, LinkedIn, Bebo,
 Ning etc
 Review source and establish
 influencer ranking
•Who links to them or cites
 conversations – especially traditional
 media
• Debate analysis – topics, brand/org
 share of voice
• Sentiment analysis – positive,
 negative, neutral
• Issues cluster
51
UGC: video and photos




52
The curated web




53
Microblogging
Microblogs - Twitter
• If you have an account set
 up you can track for
 keywords
•Twitter Search
•Twilerts via email
•#Hashtags



                               Picture by foxypar4

54
Stitching it all together




 55
Influence
Popularity vs influence
•Popular stakeholders of an
 issue influence many. But
 those they influence may not
 themselves be influential, e.g..
 Jodie Marsh - bullying
• Influential stakeholders
 impact those
 who matter, directly and/or
 indirectly, e.g.. Demos on
 social policy


                                    Source: Onalytica


56
Promotional tactics




|57   |13 January 2008   |Trainer/s: AN Other, Job title and company
Measurement & evaluation
What gets measured gets done
Be careful what you measure
• Evolving web analytics area,
 especially buzz and sentiment
 analysis
•Speak to your/your clients web
 analytics team to see what can
 be measured
• Test and learn
•Think about engagement as
 well as reach
•Think about ROI                  Picture by calloohcallay




58
Online media & press centres
Plan to develop an online media
centre? Establish PR objectives
with developers
• Argument for transparent
 information for consumers and
 journalists – no log-in
• Needs to be:
•Accessible and easy to navigate
• Search function for images, text and video –
 ability to tag all media content when adding
 for Universal Search
• Searchable archives
• RSS
• Social bookmarking
• Search Engine Optimised releases and media
 content

• Social media release
59
SEO press releases
 ID primary keywords/phrases relevant to release content and add:
 In the release headline
 Once in the sub-header (if applicable)
 In the first paragraph – keyword density in body text<10%
 Also use in alt tag of associated images
 At least once in the meta description tag
 Once on the URL of the page
 Embed links to optimised and relevant content pages on your website
 Add release to online media centre, put on posting sites – does not replace „sell
in‟
 Must be well written …read and judged by people not just search engine
spiders!
 Measure and track response and feedback into process
 Old materials can be re-optimised




60
Online media relations
•Most obvious element of online PR - rarely executed well
•PROs „tick the online media box‟ or use wires and posting sites
• Perception online coverage less valuable
• Reality - reach is huge!
• Negative as well as positive coverage stays online for a long time -
 affects SEO
• Measurable – e.g. unique users/view, referral clickthroughs,
 blog citations, SEO position, outcomes from traffic generated by
 referral URL
• Get it right, measure it and watch client perceptions change
 rapidly
• You will have ID‟d key targets through monitoring process
• Share learnings between teams


61
Corporate blog
3 things that blog readers demand – compelling content, freshness
and interactivity
•Develop simple policy guidelines for staff and „conversationalists‟
• Get the tone right and expect it to develop over time
• Post regularly
• Designate editors
• Be authentic and honest – your thoughts about ghosting?
• Allow comments – it‟s a blog!
• Link liberally and engage with the blogosphere




62
Social currency and
social objects




|63   |13 January 2008   |Trainer/s: AN Other, Job title and company
Identifying your social currency and social objects




                                              64
Levels of online PR engagement
Monitoring: no engagement but
active listening to what is being
said about the organisation and
its peers – any related issues
Low-level engagement: as
Monitoring plus response-led
online presence
High-level engagement: as low
level engagement, but proactive
approach, integration with other
marketing and customer services
activities


                                    Picture by cmcbrown
Blog relations
•Read and listen – tonality, attitude to brands and
 orgs etc
• Develop a conversation and participate
• Be open
• Soft sell
• Supplement with promotional tactics
• Use experts and enthusiasts
• Provide creative and relevant „blog fodder‟ or
 „social currency‟
• Don‟t be afraid of losing some message control
66
Social Networks
•Similar to blogs, „friends‟ demand useful content,
 interactivity and kudos
•Time intensive - develop editorial team and simple
 policy guidelines for staff and „conversationalists‟
•Each network has different tools and audience – What
 works for Bebo-ers might not for Facebook-ers
• Provide regular challenges
• Rank and reward creativity and talent
• Amplify content the network creates
• Set project timelines and communicate this to „fans‟

67
Crowdsourcing
•Open call to „public‟ to solve a
 problem and collaborate to help
 achieve a goal
• Final solution is usually agreed by
 the participating crowd
• Rewards often Whuffie
•Many potential applications for PR
•Idea generation and filtering
•Tasks being carried out
• Time intensive, lack of message
 control, multi-territory legal and IP
 restrictions are issues




68
Forums & BBS
Depending on brand between 40% -
85% of UK user comment on forums,
bulletin boards etc
 But, a definite shift towards blogs
and other forms of social media
 Monitor environment, identify and
learn from comments
 Same rules as blog relations
 Do not recommend a „covert‟
approach or seeding comments
 But, opportunity to respond to
negative comments and improve
level of conversation
 In majority of cases, forums self-
regulate but occasionally you may
need to post…



69
Curated Web




  70
Video and podcasts
Easy cost effective to make and host
 compelling podcasts and video
Blogs and social network users happy
 to link to good, relevant content
Must be strategic about driving
 consumers to it and measuring
 impact
Opportunities for PR:
• Create blog and social network fodder or
 content for debate/mashups/viral
• Use celebrity broadcast time to create
 exclusive video and audio content
• Audio/visual media releases – brings
 story to life
•Brand or campaign channels in Youtube,
 MySpace etc




71
Wikis




 72
Viral
•Audience (demographics, psychographics, geography, available
 technology)
• Tonality
• Brand credibility – can you talk to an audience in this way
• Viral motivators – humour, self interest, sex, topicality, extreme
 behaviour, charity
• Simplicity – best are often the simplest ideas
•What is the utility?
• Highly commercial channel – few getting it right
• Social media creating own viral effect
•Cost effective?
• Never guaranteed
• Message at the mercy of the recipient
• Influence v impact
73
Virtual world and online events




  74
Events
•Don‟t just have to take place in
 Second life
• Consider practical use of web
 2.0 tools to support on and
 offline events
•Capitalise on existing events
•Live blog from events (e.g.
 blogging4business)
•Videos and podcasts before
 and after event to extend
 impact of programme
• Tagged event photo galleries
 on Flickr


75
Competitions
 Branded coverage on 3rd party sites in return for
 prize with a perceived value
•Can be promotional or editorial
•Criteria: minimum prize value, length of
 competition, copy / branding
• Live link offered to campaign or org. web sites
• Product/brand/company photography and/or
 logo can be used
• What measurement statistics will be provided
• How prize fulfilment works
• What prize terms and conditions required
76
Advertorials
Commercial and editorial teams generally involved in set up
• Advertorials work very well in an online environment, especially when links, full
ROI measurement, opt-in user data, or agreed user reach required
• Important to establish objectives at outset with site
• Copy written and layout suggested by PR - will be amended to suit site „house
style‟ – a hybrid of commercial and editorial copy with agreed levels of brand
control
• Examples of advertorial content include:
    • Branded surveys/polls with incentive to link out from hosting site
    • Editorial where a greater emphasis on message control required and subject
    matter very commercial, e.g. new brand variant launched



   77
Infographics
•Interactive visual applications
 or web pages
• Add visual support to a
 campaign, e.g. BBC‟s British
 History Timeline
• Powerful tools which can tell
 complex stories
• Excellent „social objects‟ and
 offline media materials
• Can create viral effect with
 consumers
• Ensure you publish URL in
 media materials and link to       Picture by Pseudo Placebo
 SEO and relevant pages on
 supporting web site
78
.




     NOW IT’S YOUR TURN


    79
Online reputation
management




|80   |13 January 2008   |Trainer/s: AN Other, Job title and company
Identifying your conversationalists
   and reputation team
 Reactive and proactive social media   •Your reputation audit will have
 and online engagement                  ID‟d staff using UGC/social media
                                        and key
• Crisis management
                                        external advocates, partners etc
• Internal and external stakeholders
                                       • Internal audit to ID your best
 not just staff
                                        conversationalists?
• Need to include agencies - Search,
                                        – Are they
 PR, DM etc
                                         marketing/communications/PR
                                         staff/agencies
                                        – Senior management
                                        – Do they come from other parts
                                         of the business, e.g.. field sales,
                                         customer service, web
                                         development etc?


 People tend to trust ‘people like us’ – Edelman Trust Barometer
                                                                               81
Typical reputation management roles
• Contextual strike teams
• Information holders
• Defenders
• Conversationalists
• Expert commentators
• „Technical‟ specialists
• Campaign based teams
• Legal specialists


                            Picture by ktylerconk


                                                    82
What’s your plan?
•What do you want to influence
• When will you respond
• How will you cultivate authenticity
• What information is currency
• How will you personalise conversations
• When will you involve legal personnel
•Draft procedures and protocols




83
Each team member should be sure of
their role and responsibility
•How they will receive information
• Rules of engagement
• With whom
• Through which media
• Information timings – embargos
• Exclusivity of information
•Who they report to – chain of
 command and who is ultimately
 responsible and will support them if
 required
• SLA
•What is in it for them
• Acceptable tone
• Measurements and success criteria

                                        Picture by chrisamichaels


                                                                    84
Strategies for managing unfavourable
comments and opinions
•Is it true?
•If so, what are you doing about it?
• If so, put criticism in context
•Is it on influential site – assess and rank site
• Who is the detractor – are they influential
• Are others commenting
• Is it affecting search ranking
• Assess seriousness of attack – this is where you
 should get legal advice

85
Strategies for managing unfavourable
comments and opinions
•Act quickly – the truth will out but ensure others don‟t tell your story
• Involve lawyers as safeguard –mentioning this can get instant results
• Get the facts straight
• Consider message, conversationalist and channels that will be used
• Review procedures/protocols and mobilise the team members
• Humour and self deprecation can help
• Be candid and declare your interest
• Be brief, to the point and transparent
•Consider using combination offline media and PPC, e.g. Google
 Adwords
• Keep all email, phone and meeting records relating to issue




86
Bad Phorm
 Phorm does behavioural advertising
 It records all the web pages that you
visit
 The company didn‟t respond fast
enough
•UK and US government
investigations ensued
•Partners pulled out of business
relationships
•Sustained organisedbadvocates
•Mainstream press coverage in The
Guardian, The New York Times
Further reading
 Collected papers and essays by      The Long Tail: why the future of
danahboyd                            business is selling less of more – Chris
                                     Anderson
 Notre Dame University: Fifteen-
minutes of fame: The Dynamics of     Groundswell by Charlene Li & Josh
Information Access on The Web (May   Bernoff
13, 2005) by Z. Dezso, E Almaas, A   Wikinomics website which is based
Lukacs, B Racz, I Szakadat and A     on and extends the book of the same
Barabasi                             name by Don Tapscott and Anthony D
 OECD whitepaper on user-generated   Williams
content                               The Cluetrain Manifesto
 Digital Natives Programme by         How to use Digg-
Berkman Center for Internet &         What I read
Society at Harvard Law School
                                      Google‟s keyword tool
Online press release distribution
Pressbox - free
•PRWeb
•PR Newswire
•Internetwire
•Businesswire
•Sourcewire
•Realwire
•E-consultancy for digital releases


89
Thanks for your time


I hope the course was insightful, informative and
helpful.




www.econsultancy.com
All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any
means, electronic or mechanical, including photocopy, recording or any information storage and retrieval
system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009.

|90        |13 January 2008     |Trainer/s: AN Other, Job title and company

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090326 Online PR

  • 1. Online PR 26 March 2009 Trainer/s: Ged Carroll, Head of Digital EMEA, Waggener Edstrom Worldwide
  • 2. What we will cover today •Online PR – definition •Impact of Web 2.0 on PR – consumers, media and stakeholders •How to develop an online PR strategy: Auditing and monitoring the online environment • Tools, tactics, targets and teams • Measurement • •Detailed review of the Online PR toolbox •Online reputation management 2
  • 3. Who, what, why? A quick introduction, where you‟re from and what you are looking to get out of today |3 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 4. Who on earth am I?
  • 5. Or as my girlfriend sees me… 5
  • 6. WHAT IS PR? quot;Public Relations is a set of management, supervisory, and technical functions that foster an organisation's ability to listen strategically to, appreciate, and respond quot;Public Relations is a to those persons whose mutually beneficial relationships management function with the organisation are necessary if it is to achieve its missions and values.quot; - Robert L. Heath, which tabulates public Encyclopedia of Public Relations attitudes, defines the “Public relations is about reputation - the policies, procedures and result of what you do, what you say and interest of an what others say about you. organization followed by executing a program of Public relations is the discipline which action to earn public looks after reputation, with the aim of understanding and earning understanding and support and acceptance.” - Edward influencing opinion and behaviour. It is Burnays the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” - CIPR
  • 7. WHAT IS PR? PART 2.0 Number 26 (out of 95 theses): “Public Relations PR in practice does not relate to the “Public relations takes many forms in public. Companies are different organisations and comes under deeply afraid of their many titles, including public information, markets.” - Cluetrain investor relations, public affairs, corporate communication, marketing or customer Manifesto relations. “To add to all the confusion, not all of these titles always relate accurately to public relations, but all of them cover at least part of what public relations is. At its best, public relations not only tells an organisation's story to its publics, it also helps to shape the organisation and the way it works. Through research, feedback communication and evaluation, the practitioner needs to find out the concerns and expectations of a company's publics and explain them to its management.” - CIPR
  • 8. Online Public Relations – the reality •It doesn‟t require a big step change •Just understanding of basic principles •Knowing who can support you internally and externally (sense check tools, select external technology providers, metrics etc) •ID‟ing your/your clients‟ comfort zones •Small steps to achieve your/their PR objectives •Selecting correct tools and techniques for the job •Testing, measuring and refining 8
  • 9. Online Public Relations ownership Over 50 per cent of online PR is done by marketing and digital agencies Currently falls between digital marketing, SEO and PR for most orgs •Technology and jargon •PR runs the risk of being defined by its channels •Lack of resources, support and training from CIPR/PRCA etc •Other digital marketing disciplines filling online PR skills chasm •Have „brand permission‟ in the online space 9
  • 10. What is Online Public Relations? “Communicating over the web and using new technology to effectively communicate with stakeholders” Source: CIPR website 2007 “Maximising favourable mentions of the company, brands, products or websites on third-party sites” according to 60 per cent of in-house respondents to an Econsultancy survey 10
  • 11. There are 3 categories of Online PR Monitor/ Map/ Promotional Defensive Research Underpinned by Honesty Transparency Rapid response Process Integration Flexibility 11
  • 12. Papa’s got a brand new PR bag Search Engine Optimised Releases Advertorials Online surveytorials Press release distribution Competitions Online media relations Tagged photography Surveys Webcasts Press releases Online surveys Social media releases TV interviews Skypecasts Media relations Online Radio interviews Webchats Reputation Mashups Internet radio Management Photography Podcasts/Vodcasts Virtual World events Microblogs Audio features Investor relations Stunts Guerrilla activity White papers RSS feeds Widgets Social network APIs Search Engine Optimised brand Folksonomies publications Newsletters Online monitoring VNR Brand publications Internal communications WIKI‟s Interviews Internal blogs Corporate/Brand blogs Forums/Boards/Comments Events Stakeholder relations Brand ambassador activity Crisis Management Stunts Infographics Dark blogs Stakeholder mapping Conferences Social Search Press briefings Viral Press trips Product launches Social Tagging Social Networking Social Networking events Crowdsourcing Social Bookmarking Online media centres Blogger relations Reputation Bag by Oliver 12 Management Kray
  • 13. It’s A World Of Change, Isn’t It? The tenets of strategy are the same as they have been for the past 3,000 years Clients are still ultimately measured on the performance of their business We still communicate with people ultimately in mind to be influenced It has never been cheaper or easier to produce content Clients can disintermediate the media and communicate directly with their audiences Audiences can easily communicate with each other on a large scale We have new media vehicles The news cycle lasts longer – online news sources act like an echo chamber
  • 14. A change in emphasis…. Traditional PR Online PR •Core contacts and networks •Larger networks changing rapidly •Tailored materials • Catch-all media materials •Conversational •Structured •Disintermediation •Media vehicles required •Key influencers: context •Key influencers= journalists, dependent analysts etc •ROI easier to measure •ROI difficult to measure |14 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 15. The golden rule “People matter, Objects don‟t”. That‟s all you need to know about social media. – Hugh MacLeod |15 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 16. Golden rule two UTILITY Picture: Basheertome
  • 17. Fundamentals of online PR •Understand how networked audiences work •Map online environment to gain intelligence before planning begins •Flexible and tailored communications •Integrate with other marketing disciplines and other PR channels •Be meaningful – messages with intent and purpose, not spin •Measure and learn •Agree organisational ownership and chain of command – Internal PR teams, digital , external agencies/specialists, combination? 17
  • 18. Changing behaviours |18 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 20. UK consumer media consumption Share of media time % of media time for all internet users Weekdays •37.2 million UK internet users •61% population 6 •54.6% of UK households have 7 broadband 34 27 Saturdays Sundays 5 25 74 8 TV Radio 24 47 48 23 Internet Newspapers 16 17 Magazines Source: BMRB Internet Monitor Base: All Internet users aged 15+ 20
  • 21. Sub-groups on the net 21 Communicate Connect Collaborate Collect • Blogs • Social Networks • Wikis • Tagging • Text Messaging • Consumer Created • Social Bookmarking • Podcast Media • Instant Messaging | • Search Engines • Video Blogs Twitter • Open Source • Video / Photo Sharing • Skype • Creative Commons • Mash-Ups Collective Wisdom Customization Conversation Community • Ratings Sites • RSS • Blog Comments/ • Created by all of the Responses above • Wikipedia • Widgets • Meme Trackers • Fostered by common • Social News • Virtual interests Worlds/Avatars • Built through conversations
  • 22. 22
  • 23. Top 10 social networks Site World Members 1 Year Change MySpace 114.15 72% Facebook 52.2 270 % Hi5 28.2 56 % Friendster 14.9 65 % Orkut 24.1 78 % Bebo 18.2 172 % Tagged 13.2 774%
  • 24. The User Generated Content pyramid 1% Creators – initiate conversation 10% Synthesisers – respond/filter 89% Consumers – read/recommend and use other WOM channels 24
  • 25. FINANCIAL TIMES DAILY ECONOMIST TELEGRAPH LOADED GUARDIAN VOGUE BBC MEGASTAR BLOGGERS - SOCIAL NETWORKING USER GROUPS - FORUMS - WIKIS - PHOTOS CONSUMER- GENERATED CONTENT
  • 26. Dissemination of news |26 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 27. Media 2.0 Weekly and monthly publications are left behind: Wired is still a monthly magazine but also publishes a plethora of content every day Sections are user-generated such as Found: „Artifacts from the Future‟ Daily publications now publish several times a day through different media: The Times is one of the largest audio content providers in the UK media The news cycle lasts longer – online news sources act like an echo chamber: The most linked-to site by English speaking blogs is the New York Times online, the Guardian is close behind it
  • 28. Future of news |28 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 29. From hard copy to multimedia news FROM TO • Most popular stories dictate tomorrow‟s print headlines • 47 staff blogs • Telegraph TV – web TV channel • Podcasts • A4 size print your own paper Telegraphpm • Comments on every story • My Telegraph personal news portal, personal blog space and social network 29
  • 30. News - reach One in 24 UK internet visits went to a news and media site. BBC accounted for 15.45% of these visits Source: Hitwise May 2007 UK Guardian 29.8 m unique users Source: ABCe Jan 2009 22.8 m for Daily Mail (2.3m for paper) Source: ABCe Jan 2009 22.8 m for Times Online Source: ABCe Jan 2009 21.9 m for The Sun (<3 million for paper) Source: ABCe Jan 2009 25.9 m for The Telegraph Source: ABCe Jan 2009 6.7m for Mirror.co.uk Source: ABCe Jan 2009 10.2 m for The Independent Source: ABCe Jan 2009 160 branded quality news sites in UK alone 50+ respected newswires 30
  • 31. Lazy online PR engagement Chris Anderson blocks unsolicited PR Tom Coates and the PRostitutes “SSPR please stop spamming Bloggers” 31
  • 32.
  • 33. Virgin Atlantic case study Oli Beale, a copywriter with WCRS wrote to Virgin Atlantic about his experience on their flight. His letter was shared on the internet as one of the funniest complaints letters ever |33 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 34. Virgin Atlantic case study continued Virgin aftermath: 912 references on Technorati Coverage in all the major national newspapers Front page on Yahoo! UK for two days Source: Technorati |34 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 35. It doesn‟t have to be this way |35 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 36. 36
  • 37. JetBlue case study Valentines Day 2007: 130,000 customers trapped in bad weather conditions JetBlue fliers were trapped on the runway at JFK for hours, many ultimately delayed by days Only 17 of JetBlue's 156 scheduled departures left JFK What JetBlue did Communicated directly with its audiences Admitted that things had gone wrong  Explained what had gone wrong  Explained what they were going to do about it
  • 38. PRagmatic approach required •Embrace and understand the environment • Understand the audience and how influence works online • Understand how traditional media is changing • Knowledge share – workgroups, trend spotters etc • Get over the „technology‟ hurdle - use the tools personally to discover PR uses and how to make your job easier • It will take time • You may make mistakes on the way 38
  • 39. Long tail PR thinking Reach Traditional Media Nationals Online Media Trades Niche sites Citizen sites Media websites Blogs Reaching Billions Source: Immediate Future, June 2006 39
  • 40. Working towards a strategy |40 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 41. Strategic approach Audience Plan (integrate Measure Impact, Client business Business Implement research online and Learn &Identify and brand environment offline thinking) Opportunity analysis • Understand the • Understand how • Assess client’s • Design integrated • Story • Mapping client the audiences business Influence Plan development • Online / offline environment and relate to the situation that combines • Media relations impact & cross- marketplace brand traditional and • Analyst relations • Diagnose linking new channels • Online • Recognize how • Understand how communications influencers • Quantitative & the world of they relate to fitness • Incorporate broad • Digital qualitative reach communications each other and objectives Storytelling is changing the world • Campaign • Social networking • Define your story around them performance • Site design • Apply your story • Online • How and where • Business impact to relevant outlets promotions/ viral to reach them, • Web analytics • Blogging/ what are the podcasting rules of the • Virtual events community?
  • 42. Monitoring |42 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 43. Why? • ID core stakeholders and influencers outside of traditional media/contact lists • ID where conversations happening and WOM networks of influence on the web and offline • ID existing/emerging conversations and trends relevant to your organisation, brand, industry, key staff etc • ID which traditional media online rank highly in SEO terms • Market research, message auditing, pre-crisis and strategic planning, leaks • To help plan proactive PR and social media strategy • Traditional PR databases/tools (e.g. Mediadisk, Editors, Vocus) fall short • Beyond journalists - „Normal‟ people can be influencers • „Reputation Insurance‟ – Masterfoods • Mapping techniques can be used for finding and tracking proactive coverage 43
  • 44. Mapping •Reputation monitoring software suppliers, specialists and agencies (over 150 specialist suppliers out there) • Free tools plus your own internal data (e.g. Web analytics) • No one solution best – until Google develops „Trends‟ • None fully automated – human analysis/filtering required – an evolving industry •Can be costly, so vital to plan: What information is most useful •Presenting to strategy planners – visual models, Wikis, databases etc • How to share and maintain information across teams and external agencies 44
  • 45. Key words ID primary keywords - Organisation, brands, spokespeople, initiatives, affiliate organisations, known brand detractors, „competitors‟ •Brainstorm internally and use clients‟ internal departmental data and external agency data •Keyword tools: Google Wordtracker •Web analytics - Your analytics should show your referring key- words and phrases •Analyse web log files •PPC Campaigns •Online research tools: Hitwise, Comscore and NNR 45
  • 46. Search engines Still thinking about key words: •Search engines – Google, Yahoo, Live, Ask etc • Check inbound links to your sites via Google: Link:www.yourdomain.com • And Yahoo: Linkdomain:yourdomain.com •Yahoo! Site Explorer •Make sense of what you find • Organic search and PPC results for each keyword • Google page rank • Review source and establish their link community and who they influence • Establish whether target for PR, link, partnership or monitoring • Issue cluster • Contact details •Search ranking against key words 46
  • 47. Professional tools and services Source: Magpie - Brandwatch Source: Onalytica Source: Networksense Mapping - icrossing Source: WexView - Waggener Edstrom 47
  • 48. Homebrew Source: Michelle Goodall 48
  • 49. Social media measurement tools Blog search engines Make sense of what you find •Who links to them or cites blog •Technorati posts – especially traditional •Blogpulse media • Google blog search •RSS subscribers •Quarkbase • Debate analysis – topics and •Addictomatic brand/org share of voice • Sentiment analysis – positive, negative, neutral • Potential target for PR, link, partnership or monitoring target • Issues cluster 49
  • 50. Alerts •Google alerts •Yahoo news alerts •Review and define source •See relevant section – blogs, social networks and forums, video and photo UGC etc 50
  • 51. Social networks & forums Consider niche, local sites and verticals, e.g. Teaching – TeacherTube, UK Teachers Forums, • Use social network engines to find them •Facebook, MySpace, LinkedIn, Bebo, Ning etc Review source and establish influencer ranking •Who links to them or cites conversations – especially traditional media • Debate analysis – topics, brand/org share of voice • Sentiment analysis – positive, negative, neutral • Issues cluster 51
  • 52. UGC: video and photos 52
  • 54. Microblogging Microblogs - Twitter • If you have an account set up you can track for keywords •Twitter Search •Twilerts via email •#Hashtags Picture by foxypar4 54
  • 55. Stitching it all together 55
  • 56. Influence Popularity vs influence •Popular stakeholders of an issue influence many. But those they influence may not themselves be influential, e.g.. Jodie Marsh - bullying • Influential stakeholders impact those who matter, directly and/or indirectly, e.g.. Demos on social policy Source: Onalytica 56
  • 57. Promotional tactics |57 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 58. Measurement & evaluation What gets measured gets done Be careful what you measure • Evolving web analytics area, especially buzz and sentiment analysis •Speak to your/your clients web analytics team to see what can be measured • Test and learn •Think about engagement as well as reach •Think about ROI Picture by calloohcallay 58
  • 59. Online media & press centres Plan to develop an online media centre? Establish PR objectives with developers • Argument for transparent information for consumers and journalists – no log-in • Needs to be: •Accessible and easy to navigate • Search function for images, text and video – ability to tag all media content when adding for Universal Search • Searchable archives • RSS • Social bookmarking • Search Engine Optimised releases and media content • Social media release 59
  • 60. SEO press releases ID primary keywords/phrases relevant to release content and add: In the release headline Once in the sub-header (if applicable) In the first paragraph – keyword density in body text<10% Also use in alt tag of associated images At least once in the meta description tag Once on the URL of the page Embed links to optimised and relevant content pages on your website Add release to online media centre, put on posting sites – does not replace „sell in‟ Must be well written …read and judged by people not just search engine spiders! Measure and track response and feedback into process Old materials can be re-optimised 60
  • 61. Online media relations •Most obvious element of online PR - rarely executed well •PROs „tick the online media box‟ or use wires and posting sites • Perception online coverage less valuable • Reality - reach is huge! • Negative as well as positive coverage stays online for a long time - affects SEO • Measurable – e.g. unique users/view, referral clickthroughs, blog citations, SEO position, outcomes from traffic generated by referral URL • Get it right, measure it and watch client perceptions change rapidly • You will have ID‟d key targets through monitoring process • Share learnings between teams 61
  • 62. Corporate blog 3 things that blog readers demand – compelling content, freshness and interactivity •Develop simple policy guidelines for staff and „conversationalists‟ • Get the tone right and expect it to develop over time • Post regularly • Designate editors • Be authentic and honest – your thoughts about ghosting? • Allow comments – it‟s a blog! • Link liberally and engage with the blogosphere 62
  • 63. Social currency and social objects |63 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 64. Identifying your social currency and social objects 64
  • 65. Levels of online PR engagement Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues Low-level engagement: as Monitoring plus response-led online presence High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities Picture by cmcbrown
  • 66. Blog relations •Read and listen – tonality, attitude to brands and orgs etc • Develop a conversation and participate • Be open • Soft sell • Supplement with promotional tactics • Use experts and enthusiasts • Provide creative and relevant „blog fodder‟ or „social currency‟ • Don‟t be afraid of losing some message control 66
  • 67. Social Networks •Similar to blogs, „friends‟ demand useful content, interactivity and kudos •Time intensive - develop editorial team and simple policy guidelines for staff and „conversationalists‟ •Each network has different tools and audience – What works for Bebo-ers might not for Facebook-ers • Provide regular challenges • Rank and reward creativity and talent • Amplify content the network creates • Set project timelines and communicate this to „fans‟ 67
  • 68. Crowdsourcing •Open call to „public‟ to solve a problem and collaborate to help achieve a goal • Final solution is usually agreed by the participating crowd • Rewards often Whuffie •Many potential applications for PR •Idea generation and filtering •Tasks being carried out • Time intensive, lack of message control, multi-territory legal and IP restrictions are issues 68
  • 69. Forums & BBS Depending on brand between 40% - 85% of UK user comment on forums, bulletin boards etc But, a definite shift towards blogs and other forms of social media Monitor environment, identify and learn from comments Same rules as blog relations Do not recommend a „covert‟ approach or seeding comments But, opportunity to respond to negative comments and improve level of conversation In majority of cases, forums self- regulate but occasionally you may need to post… 69
  • 71. Video and podcasts Easy cost effective to make and host compelling podcasts and video Blogs and social network users happy to link to good, relevant content Must be strategic about driving consumers to it and measuring impact Opportunities for PR: • Create blog and social network fodder or content for debate/mashups/viral • Use celebrity broadcast time to create exclusive video and audio content • Audio/visual media releases – brings story to life •Brand or campaign channels in Youtube, MySpace etc 71
  • 73. Viral •Audience (demographics, psychographics, geography, available technology) • Tonality • Brand credibility – can you talk to an audience in this way • Viral motivators – humour, self interest, sex, topicality, extreme behaviour, charity • Simplicity – best are often the simplest ideas •What is the utility? • Highly commercial channel – few getting it right • Social media creating own viral effect •Cost effective? • Never guaranteed • Message at the mercy of the recipient • Influence v impact 73
  • 74. Virtual world and online events 74
  • 75. Events •Don‟t just have to take place in Second life • Consider practical use of web 2.0 tools to support on and offline events •Capitalise on existing events •Live blog from events (e.g. blogging4business) •Videos and podcasts before and after event to extend impact of programme • Tagged event photo galleries on Flickr 75
  • 76. Competitions Branded coverage on 3rd party sites in return for prize with a perceived value •Can be promotional or editorial •Criteria: minimum prize value, length of competition, copy / branding • Live link offered to campaign or org. web sites • Product/brand/company photography and/or logo can be used • What measurement statistics will be provided • How prize fulfilment works • What prize terms and conditions required 76
  • 77. Advertorials Commercial and editorial teams generally involved in set up • Advertorials work very well in an online environment, especially when links, full ROI measurement, opt-in user data, or agreed user reach required • Important to establish objectives at outset with site • Copy written and layout suggested by PR - will be amended to suit site „house style‟ – a hybrid of commercial and editorial copy with agreed levels of brand control • Examples of advertorial content include: • Branded surveys/polls with incentive to link out from hosting site • Editorial where a greater emphasis on message control required and subject matter very commercial, e.g. new brand variant launched 77
  • 78. Infographics •Interactive visual applications or web pages • Add visual support to a campaign, e.g. BBC‟s British History Timeline • Powerful tools which can tell complex stories • Excellent „social objects‟ and offline media materials • Can create viral effect with consumers • Ensure you publish URL in media materials and link to Picture by Pseudo Placebo SEO and relevant pages on supporting web site 78
  • 79. . NOW IT’S YOUR TURN 79
  • 80. Online reputation management |80 |13 January 2008 |Trainer/s: AN Other, Job title and company
  • 81. Identifying your conversationalists and reputation team Reactive and proactive social media •Your reputation audit will have and online engagement ID‟d staff using UGC/social media and key • Crisis management external advocates, partners etc • Internal and external stakeholders • Internal audit to ID your best not just staff conversationalists? • Need to include agencies - Search, – Are they PR, DM etc marketing/communications/PR staff/agencies – Senior management – Do they come from other parts of the business, e.g.. field sales, customer service, web development etc? People tend to trust ‘people like us’ – Edelman Trust Barometer 81
  • 82. Typical reputation management roles • Contextual strike teams • Information holders • Defenders • Conversationalists • Expert commentators • „Technical‟ specialists • Campaign based teams • Legal specialists Picture by ktylerconk 82
  • 83. What’s your plan? •What do you want to influence • When will you respond • How will you cultivate authenticity • What information is currency • How will you personalise conversations • When will you involve legal personnel •Draft procedures and protocols 83
  • 84. Each team member should be sure of their role and responsibility •How they will receive information • Rules of engagement • With whom • Through which media • Information timings – embargos • Exclusivity of information •Who they report to – chain of command and who is ultimately responsible and will support them if required • SLA •What is in it for them • Acceptable tone • Measurements and success criteria Picture by chrisamichaels 84
  • 85. Strategies for managing unfavourable comments and opinions •Is it true? •If so, what are you doing about it? • If so, put criticism in context •Is it on influential site – assess and rank site • Who is the detractor – are they influential • Are others commenting • Is it affecting search ranking • Assess seriousness of attack – this is where you should get legal advice 85
  • 86. Strategies for managing unfavourable comments and opinions •Act quickly – the truth will out but ensure others don‟t tell your story • Involve lawyers as safeguard –mentioning this can get instant results • Get the facts straight • Consider message, conversationalist and channels that will be used • Review procedures/protocols and mobilise the team members • Humour and self deprecation can help • Be candid and declare your interest • Be brief, to the point and transparent •Consider using combination offline media and PPC, e.g. Google Adwords • Keep all email, phone and meeting records relating to issue 86
  • 87. Bad Phorm Phorm does behavioural advertising It records all the web pages that you visit The company didn‟t respond fast enough •UK and US government investigations ensued •Partners pulled out of business relationships •Sustained organisedbadvocates •Mainstream press coverage in The Guardian, The New York Times
  • 88. Further reading Collected papers and essays by The Long Tail: why the future of danahboyd business is selling less of more – Chris Anderson Notre Dame University: Fifteen- minutes of fame: The Dynamics of Groundswell by Charlene Li & Josh Information Access on The Web (May Bernoff 13, 2005) by Z. Dezso, E Almaas, A Wikinomics website which is based Lukacs, B Racz, I Szakadat and A on and extends the book of the same Barabasi name by Don Tapscott and Anthony D OECD whitepaper on user-generated Williams content The Cluetrain Manifesto Digital Natives Programme by How to use Digg- Berkman Center for Internet & What I read Society at Harvard Law School Google‟s keyword tool
  • 89. Online press release distribution Pressbox - free •PRWeb •PR Newswire •Internetwire •Businesswire •Sourcewire •Realwire •E-consultancy for digital releases 89
  • 90. Thanks for your time I hope the course was insightful, informative and helpful. www.econsultancy.com All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009. |90 |13 January 2008 |Trainer/s: AN Other, Job title and company