online pr
DESCRIPTION
Presentation on Online PR from Talking Heads seminar in April 2009 by Heather Yaxley, Applause Consultancy/GreenbananaTRANSCRIPT
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ONLINE PR
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2-way communications
enables people to have "human to human" conversations
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95 theses
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fasterglobalisedequalizedpersonal
accessibleunmediated
non-elitistconversational
technologicalhuman
connectedcommunal
anything is possible, it’s just
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step 1.
what you say…
• content analysis
• language choice
• mean what you say
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wordclouds
http://tagcrowd.com/ http://www.wordle.net
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monitor news and blog updates
RSS feeds – www.google.com/reader
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key words eg press releases
Google alerts – www.google.com/alerts
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step 2.
what others say about you…
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http://twitpic.com/
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http://www.twitscoop.com/
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Google alerts - www.google.com/alertsGoogle reader - www.google.com/reader
Yahoo pipes - http://pipes.yahoo.comKeotag - http://www.keotag.com/
Commentful - http://commentful.blogflux.com/Boardreader - http://boardreader.com/
Google Trends - http://www.google.com/trends Compete – http://www.compete.com
Alexa – http://alexa.com Yahoo Site Explorer -
https://siteexplorer.search.yahoo.com/mysites HowSociable – http://www.howsociable.com Addictomatic – http://www.addictomatic.com
Techrigy - http://www.techrigy.com Nielsen BlogPulse - http://www.blogpulse.com
Technorati - http://technorati.com Trendr - http://www.trendrr.com
Facebook Lexicon - http://www.facebook.com/lexicon Digg Search – http://www.digg.com
StumbleUpon Reviews - http://reviews.stumbleupon.com Twitter Twitscoop - http://www.twitscoop.com
Twitter Search – http://search.twitter.com
free
tool
s
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The future…????
scaling one-to-one communications!!
because everyone is communicating…
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who’s doing what
social media now more popular than porn
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where we’re going http://www.alexa.com
Google UK - google.co.uk/google.com
Facebook - facebook.com
Yahoo! - yahoo.com
YouTube - youtube.com
Windows Live - live.com
BBC Newsline Ticker - bbc.co.uk
eBay UK - ebay.co.uk
Microsoft Network (MSN) - msn.com
Wikipedia - wikipedia.org
www.bebo.com - bebo.com
Blogger.com - blogger.com
Myspace - myspace.com
Amazon.co.uk - amazon.co.uk
Microsoft Corporation - microsoft.com
Flickr - flickr.com
The Internet Movie Database - imdb.com
BSkyB Ltd - sky.com
WordPress.com - wordpress.com
Double Click - doubleclick.com
62.4% of online US searches = 6,113,906,000 a year
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what are we doing http://www.alexa.com
#23 = 1st porn site
#25 = Twitter
#28 = HSBC
#33 = Argos
#37 = Autotrader
#40 = Apple
#49 = Rightmove
#51 = Directgov
#59 = Tesco
#66 = LinkedIn
#71 = JobCentre Plus
#82 = Transport for London
stuff
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demographics
1,596,270,108 – worldwide (23.8% population)[360,985,492 at 31.12.2000]
393,373,398 – Europe (48.9% population)
43,221,464 – UK (70.9% population)
http://www.internetworldstats.com/
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have you got Facebook friends?
17 million unique UK users every month (10m in 6 months)
Avg 21 mins per visit
Largest segment:18-24 year olds (53.8%)
Fastest growing demographic: 35-54 year olds segment doubling every two months http://connect.icrossing.co.uk
http://www.istrategylabs.com/
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are you Tweeting?
unique visitors to Twitter 1,382 percent:475,000 – Feb 20087 million – Feb 2009
9.3 million visitors in March 2009 ( 131% in one month)
http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-successhttp://www.comscore.com/blog/
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it ain’t just Twits…
Twitter users are news junkies
62% access at work
52% aged over 35
1% of users are addicts = 35% of visits
January 2009, 735,000 unique visitors accessed the Twitter via mobile phones
http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-successhttp://www.comscore.com/blog/http://www.quantcast.com/twitter.com#demographics
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who’s got Followers
CNN and Ashton Kutcher fought for 1 million
Coldplay = 14th (541,289 followers)
Stephen Fry = 33rd (417,540 followers)
http://twitter.com/Brill_Mentor = 582,107th http://twitter.com/greenbanana = 151,226th
http://twitterholic.com/
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power is online and offline
10.5 million view on ITV
top news story
Over 100 million hits on YouTube
top 5 Twitter topic
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diffusion of innovation
why YouTube, Twitter & Facebook are popular
Rogers, 1962
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online brandswww.immediatefuture.co.uk/
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getting it right
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getting it right
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getting it right
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getting it right
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writing online
• SEO rich content• micro-writing
(140 characters)• images• links• authentic voice• comments• legals
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images
Social photography siteseg Flickr or Photobucket
Microsoft free images
Google images – careful
Release forms
Children online
Upload or link
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hyperlinks
credit sources
build connections
get deeper into sites
build into emails
add evidence
enable easy contact
verify and update
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authentic voice
ghosting – honesty better than pretending
sharing
personal
human
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comments
encouraging
responding
moderating
spamming
policy
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legals
avoid digital dirt
libel
protect your rights
personal is corporate
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wordpress site
1. free and easy to use
2. adaptable
3. learn concepts
4. apply to corporate
5. public or private
6. other blog software is available…
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reasons to engage
1. cannot afford to ignore it
2. opportunity to increase profile, reputation, etc
3. ease of reaching a direct audience
4. builds connections and relationships
5. create positive advocacy
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reasons against
1. takes huge amount of time to do well
2. easy to get data, but no clear measure of ROI
3. danger of getting it wrong
4. online overload
5. negative animosity
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strategy
have a clear purpose
develop a plan
monitor and adapt
integrate with offline
co-ordinate all communications
anticipate issues
add authentic voices
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getting started
learn the tools
build a network
own some space
be generous and open
don’t be afraid
commit time
monitor
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what not to do
don’t just do it because it’s there
don’t cheat, lie or game
don’t think you can hide problems
don’t use your space just to pitch at others
don’t be rude or ignorant
don’t leave legacy issues
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top tips
1. understand arguments for and against online – bosses tend to be over-enthusiastic or cynical
2. Own the data – review, monitor, listen to understand what’s going on – but don’t try to fake it
3. Build relationships don’t just transmit information
4. Be human – reflect the brand personality through real people
5. Remember online doesn’t work alone – integrate and build into what you do well already
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ONLINE PR