session 5 furthering pr goals online
TRANSCRIPT
Furthering PR goals online
Darika Ahrens19th February2009
BLOGGER OUTREACH
What’s the difference?
Journalist Blogger
The one rule...
Read, Read, Read
CASE STUDIES
Flip video camera launch
Flip video camera launch
Berocca: Bloggers’ Relief
Berocca: Bloggers’ Relief
Berocca: Bloggers’ Relief
Berocca: Bloggers’ Relief
Approaching bloggers
Rules of thumb:• Read, Read, Read• Preferred method of contact• Events / networking• Giving everything they need in one go
– Info, links, images, video (inc at events)
• Realistic expectations– Level of interest, timings, Access to product/service
Some don’ts
DONT:• Contact them unless relevent• Treat them like 2nd best• Expect to control their copy
– you wouldn’t ask a journalist to change their article
• Ask for them to send you a link when published– You should be monitoring yourself!
RSS
PLANNING SOCIAL MEDIA CAMPAIGNS
The one rule...
Listen, Listen, Listen
LISTENING TOOLS
Technorati
Blog trendsBlogpulse
Trendpedia
Forums
Networks
Social media landscape: Platforms
WebsitesPortals
ENGAGE / DEBATE
DISTRIBUTE / CONSUME
CREATE / SHARE
Blogs
Social networks
Content communities
MicrobloggingForums
Wikis
RSS
Useful?
The only rules you need to know...
Read & Listen!
TASK
Your basic strategy• Current perceptions (with examples)
– Positive or negative?– Any products people love?– Any issues which may need to be managed– Any fans / critics out there already?
• Recommend the best social media platform/s for a campaign and say why
• At least 1 x blog suitable for outreach
• Suggested communications campaign?
Social media landscape: Platforms
WebsitesPortals
ENGAGE / DEBATE
DISTRIBUTE / CONSUME
CREATE / SHARE
Blogs
Social networks
Content communities
MicrobloggingForums
Wikis
THANK YOU!Find this presentation on Slideshare: http://www.slideshare.net/darika