pr 2.0

CommNationPublic Relations & Internet Marketing


© Catherine Daar juin 2010

Hybrid PRThe Best of Both World!

PR 1.0

•TV•Radio•Press•Events•Direct Marketing•Ect...

RP 2.0

•Social Media•SEO•Newsroom on site•Optimised press releases•Ect..

HybridTarget Market

reached depending on the objectives

and adapted to each clients



Let’s Work Together!

Digital CreationsBranding HYBRID

MarketingAdvertising

Public RelationsCommunication



Public Relations 2.0From now on your public is not only

the media public but billions of

individuals who have acess to the

Internet



Traditionnal Public Relations

✓ Journalists are the «middleman»

✓ PR are in « demand» of «favours»

✓ Journalists control content✓ «Manipulation» and «Influence»

RP 1.0



PR 2.0

✓ Brands become publishers✓ Brands become sources of

information for the media✓ We eliminate the middleman and

reach the public directly✓ Direct connexion with clients✓ Conversation with the public✓ Listen✓ Connect✓ Engage conversations and give

opinion✓ Pull (Inbound Marketing) vs Push



Some Key Elements of PR 2.0✓ Keyword optimised Press Releases with direct acess to social media plateforms✓ Promotion of press releases on social media✓ Use of press releases distribution services (PRWeb, PRNewswire, BusinessWire,

ect...)✓ SEO PR✓ Link Building✓ PPC✓ Participation in discussions in target market communities✓ Promotion of message through influent bloggeurs ✓ Articles submission to establish expertise ✓ Creation of «social media» newsroom on site✓ Content creation (articles, podcast, webinars...)✓ On-going monitoring of campaings and results

P 2.0



Source: http://www.gwu.edu/explore/mediaroom/newsreleases/nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearch

janvier 2010

91% use Google

52% use Micro blogging (Twitter,...)

89% use blogs

65% use social media

Before Writing an Article Journalists and Editors perform Online Reaserch

http://www.gwu.edu/explore/mediaroom/newsreleases/nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearch






«Conversations are

taking place with or

without you»Brian Solis



Before Launching a PR Campaign you

need to Optimize your Site

✓ SEO✓ Web Crawlability✓ Web Usability✓ Web Analytics ✓ Optimised Content✓ Creation of «Path»,

«Personnas», «Scent Trails», «Revolving Doors»

✓ Conversion Optimisation✓ Call to action✓ A/B Testing✓ Ect....

Internet Marketing



Tools we Use

Off Line On Line

Radio & TV AdvertisingCampagne d’affichage

Traditional Press ReleasesPresentations on CD and DVD

Press-KitBrochures & CataloguesPromotional Campaigns

Conferences & Trade showEventsVideos

Direct MarketingPress Relations

Press ConferencesCelebrity endorsement

Optimized Press Releases Social Media (Facebook, Twitter, ect..)

Strategy & Content CreationCollaboratives Platforms

PPC/SEMOnline Videos

PodcastsWebinars/Virtual Events

Viral CampaignsBlogger’s Relations

Photo Sharing (Flickr, ..)RSS

Social BookmarkingBrand and Social Media Evangelists

Articles SubmissionDocument sharing/Cases Studies

Widgets & ApplicationsEmail Campaigns/Newsletters

Online SurveysOnline Sweepstakes

SEO PR/Link Building



What are you internal ressources?

How much and what do you need to outsource?

Ressources



Reflexion and Approach



Recherche

✓ Brand SWOT analysis✓ Study past campaigns (if existent)✓ Evaluate the various target market’s level

of knowledge of your brand✓ What image does the public have of your

brand?✓ Study competitors campaigns



Brand and Identity Reflexion



The Golden CircleSimon Sinek

WhyCause

HowValue Proposition

WhatProduct and Services



Define Objectives

✓ What is the actual situation?✓ What objectives do we want to reach?✓ Where these PR objectives take place in the global business strategy?✓ Create measurable objectives✓ Create a list of what you want to accomplish with your business in the next 6

months, 1 year, 3 year 5 years.Ex: Reputation of the brand, establish yourself as an expert, launch of new product of services, increase sales, find partners,...✓ Define PR objectives

Ex: start up who needs visibility, establish company who needs to increase its client base, merger and aquisitions, alliances, co-branding...



Positioning

•What is the brand Identity?

•What do we want the public/clients/medias to know about us?

•What is our positioning compare to our competitors?



Strategy

✓What is the global strategy?✓Create strategy in adéquation

with available ressources ✓Create strategy in line with target

market✓How to communicate

messages?✓At which frequency?

Evolution of an Online Engagement Programm

Crawl Walk Run Fly

Source: Edelman PR

Establishing an Online Presence•Website

Enriching Content•Podcasting•Videos•Games•Widgets

Engaging online Influencers•Bloggers Outreach•Blogger Conference Calls•Advertising•Ally Developments•Sponsorships

Embracing Community•Bloggers Tour•Thought Leadership Blog•Social Networks•Advocacy•Contests•Mobile

Online Monitoring



✓Define Target Markets

✓Organize Target Markets by priority

✓Define key messages for each audience

Messages



Budget

✓Revue all actions presented✓Organize actions by priority

✓Define the budget✓Select actions according to the budget✓The budget has to be flexible et

reevaluated according to results of campaigns performances



✓Establish a timetable for 1 year

✓Give deadlines for each actions

✓Identify the Stakeholders

✓Plan the evaluation of each action

Planning of the Timetable



Mesures and Key Performance Indicators’s

✓Define KPI’s for each action

✓Actions should be actionnables✓Define tools used to measure (free, paying)

«If it can’t be measured it souldn’t be done!»



✓Did the public respond to our messages?✓If yes, how ?✓Which factors impacted the target market?

Their reactions? Modification of behavours?✓What is the final impact of the campaign?✓What measurables elements changed the

brand perception?

Evaluation of Results



✓Traffic (site, press release, emails..)✓Conversion (sales, newsletter subscription, ...)

What are we Mesuring?

Concret (data)

Subjective✓Engagement ✓Opinion✓Influence✓Feeling toward the brand (negativ, neutral, positiv)



Mesure Success of PR 2.0 Campaigns

✓ Number of visitors on site✓ Incoming links✓ Number of pages visited✓ Landing pages✓ Google et Yahoo alerts✓ Data coming form press release distribution services ✓ Rankings (Alexa, Google..)✓ Blog Buzz✓ Number of blog comments and their toned✓ Videos watched✓ Réferences of brand on other sites✓ Message reach (followers,friends, fans)✓ Leads✓ Off line media coverage✓ Public Speaking✓ General feeling (positive, negative, neutral)✓ Etc...



Evaluation Process for Online Campaigns

Create new Actions

Reasearch of your brand’s mention on blogs, social

medias, forums...

Measure results (general,feeling, sales

increase,...) with various tools

Evaluate for each action action if result in

adequation with desired objectives

Decision to relaunch or stop certain actions



Tools to Mesure Online Reputation and Success of PR 2.0 Campaigns



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