IV Regional EACD Lisbon Debate over the topic "Social Media: Changing Communications One Blog at a time" 10th november 2009, presentation by Nuno Costa

1. identidade digital
Social Media:
changing communications one blog at a time
Lisbon November 10
Fórum Portugal Telecom

2. #1
identidade digital
more information
about identidade digital

3. identidade digital
Born in 2009
- ID is the first Digital PR agency launched in the Portuguese market;
- We provide specialized online consultancy services for digital PR strategies;
- Our clients are traditional PR agencies and companies.

4. identidade digital
What do we do?
- Stick around for a couple more minutes and you will get a glimpse of it

5. identidade digital
What makes us different?
- Team with PR Education Background;
- Internet & Telecom Market know-how;
- Two-way Partnership with Digital Agencies;
- Storytelling Strategies;
- Engagement with Digital Triggers;
- Monitoring Tools expertise;

6. #2
identidade digital
some background context

7. identidade digital
Internet and Telecom Portuguese Market
- 4.733.909 Domestic Internet users (1% narrow band – 99% broad band) (1)
- 92,1% upper social class users (2)
- 53.9% of the users are over 15 Years Old (2)
- 15 million mobile phone sim cards in use (1)
- Over 23 Million Text Messages sent in 2008 (1)

8. identidade digital
Internet Usage
81% of the people who use
Internet use it for search
purposes spending in
average 51 minutes
online(3).
81% 81%
51%
12%
39%

9. identidade digital
Number of portuguese network users
818K1 Million? ?

10. #3
identidade digital
why are these numbers
relevant to online
PR Strategies?

11. identidade digital
Because of the current search behaviour
- Internet users search beyond traditional engines such as Google or Bing;
- People are using more and more social media in their searches;
- Google it self reaches social media networks and has launched the
GOOGLE SOCIAL SEARCH experience.
- Twitter in the Uk is considerer to be an alternative on Google;
- Information from Blogs and Discussion Boards is of great influence;

12. #4
identidade digital
how to engage in a digital
conversation and get your
message through?

13. identidade digital
Rules of engagement #1 (blog strategy)
- Research the blogs in your market niche;
- Take time to discover the key blog players;
- Analyze their content and try to figure out what their readers like;
- Come up with a list of blogs you intend to target for relationship-building;
- Begin leaving comments at your target blogs.
Try to make them as relevant as possible. You have to
genuinely engage with the issues they raise.

14. identidade digital
Rules of engagement #2 (blog strategy)
- Write posts on your own blog that expand on the topics raised by those on
your target list. Link back to their posts;
- Continue doing this regularly, soon some of the blogs you are targeting will
notice you. They will begin to comment on your profiles and write posts about
the issues you are raising;
Keep expanding your list of target blogs and keep
working on this strategy for building new relationships.

15. #5
identidade digital
How to monitor?

16. identidade digital
Monitoring tools

17. identidade digital
Monitoring tools

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Monitoring tools

19. #6
identidade digital
How to measure ROI
for online PR?

20. identidade digital
What is the value of that customer telling their friends about their experience?
ow do you measure positive word of mouth about an upcoming movie?
you're a PR person, what's the exact ROI in euros for attending a party with
our clients and some journalists?
ow do you measure the ROI from the director making an appearance at a
onvention to talk about the movie and build excitement for it?
ow do you measure the value of talking to a fan of your product or work?

21. #7
identidade digital
online metrics

22. g
identidade digital
Blog Strategy
Facebook
- fans
- pageviews
- comments
- likes
Youtube
- views
- comments
- embeds
- subscribers
- votes
Twitter
- followers
- replies
- lists
- twit-pics
views
Flickr
- views
- comments
- embeds
- subscribers
Comments
total
replies
followers
sentiment
Stats
pageviews
visitors
Share
- number of
shares
SEO
- before
- after
RSS
- subscribers
- item views
Event
- RSVP´s
- attendees

23. #8
identidade digital
case

24. identidade digital
Ispylevis - campaign

25. identidade digital
Ispylevis - results

26. identidade digital
Contactos ID
www.identidadedigital.pt | geral@identidadedigital.pt | 217 578 429
pt.linkedin.com/in/nunoaguiarcosta