20 November 2008 Presentation to PR Success Strategies Conference 1

SOCIAL MEDIA/WEB PR PRESENTATION TO THE UCT GSB NOMADIC MARKETING PROGRAMME

8 SEPTEMBER 2009

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Catherine Lückhoff

8 September 2009 Presentation to Old Mutual Nomadic Marketing Programme

TRADITIONAL DEFINITION OF PUBLIC RELATIONS

“Public Relations practice is the art and social science

of analysing trends, predicting their consequences,

counseling organisations’ leaders and implementing

planned programmes of action which will serve both the

organisation and the public interest.” – Handbook of Public

Relations, Fifth Edition by Chris Skinner & Llew von Essen

DISRUPTIVE MARKETS, CHANGING WORLDS

“The impact of social media upon corporate communications is changing the role of the public relations practitioner. In short, the world has changed, and the dynamics of PR have changed with it.

Disruptions in global economics and the rise of social media have presented the world of corporate communications with a new paradigm. Drastic changes in general media are changing how PR practitioners address content, the media and representation of their clients.

At the heart of the evolution is content, and the PRO's role in its generation, aggregation and resulting conversations.” – Craig Rodney, Emerging Media

CHANGING FACE OF MEDIA

CHANGING FACE OF MEDIA

SOCIAL MEDIA ALLOWS FOR MULTIDIRECTIONAL COMMUNICATION

BRAND

MSG

MATCHMAKING

Social media enables the PR industry to fulfill its original

mission:

FACILITATE RELATIONSHIPS

SPREAD THE MESSAGE

Except now it’s out in the open.

AT THEIR MERCY NO MORE

Spreading a message and building a community is no

longer:

time consuming

difficult to measure

dependent on a lengthy feedback process

unpredictable

at the discretion of the editor

BIGGER RESPONSIBILITY

Utilising social media to implement PR campaigns does

however mean that we are now responsible for:

conceptualising and creating the content

pitching it

self-publishing it

marketing and spreading it

tracking it

responding to it

ALL THE WHILE…

ANTICIPATING IT AND PLANNING FOR IT

Examples of content:• Video clips

• Music• Visuals• Copy

• Graphics• Podcast•Vodcast

CONTENT MUST BE:

• Relevant• Concise• Optimised• Substantial• Must now, more than ever, add value• Break the filter barrier

Info overload Short attention spans

Seek out the tribe

YOUR AUDIENCE IS…

MEDIA SAVVY. NOT PASSIVE. CRITICAL. ACTIVE. VOCAL. INFORMED. HUNGRY.

YOUR BEST FRIEND.

Rules of engagement:

KNOW YOUR AUDIENCEKNOW YOUR PLATFORM

INFLUENCE AND WOM…

300 vs 3000who yields the most influence?

and

THE POWER OF WORD OF MOUTHfeedslikesstatus updatesdiggsvoteshighlights

etc.

SAY WHAT YOU MEAN AND MEAN WHAT YOU SAY

Don’t manipulate. Seed yes (where appropriate). But don’t try to control the message. Create it.

Spread it. Track it. Gauge it. Be aware of it. Anticipate it.

Be aware of the impact and implications and respond if the need arises.

YOUR ROLE IS TO LISTEN AND FACILITATE.

ONLINE PLATFORMS

http://www.writetech.net/2008/08/the-social-medi.html

TRICKS OF THE TRADE

1. Online article syndication

• Involves writing articles that are in no way a direct promotion of your brand.

• They are written to provide info and valuable content.• Submitted to online article directories, from where they are

picked up and republished.• Contain links and keywords relevant to your brand and

website.• Great for SEO.• Ensure it’s content that people want.• Directories:

• www.ezinearticles.com• www.goarticles.com• www.postarticles.com• www.uberarticles.com

2. Optimised press releases

•Aimed at newswires and websites.•Intended to drive traffic to your site.•Copy should contain keywords, phrases and links.•Free options and paid for options – paid for is usually syndicated.•Always publish your release on your own site first.•Remember your boilerplate and contact information.•Examples of submission sites:

• www.prweb.com• www.i-newswire.com• www.pr.com• www.pressbuzz.com

TRICKS OF THE TRADE

3. Think like a blogger

The Quirk e-marketing textbook sums the essence of blogger relations up well:

•Read their blogs and engage.•Make pitches personal and relevant.•Provide accurate key information. Be descriptive but concise.•Do not try to spin a story.•Show you are aware of who is talking about you, and who is talking about their blog.•Be transparent.•Provide links to images, logos and press releases. Never send large attachments.

TRICKS OF THE TRADE

TOOLS OF THE TRADE

4. Social media press releases

•Aimed at bloggers and citizen journalists.•Communicates facts more clearly and concisely.•Template created by SHIFT Communications.•Not used very often in SA as yet.

TOOLS OF THE TRADE

5. Online press room

ENGAGE IN THE CONVERSATION

WebPR is about engaging in the conversation. In order to do so you should be tracking the conversation.

Tools include:• Brandseye.com• Tweetscan• Google Alerts• Media monitoring companies e.g. MSA, Newsclip• RSS feeds

THE RTD WEBSITE

THE FACEBOOK GROUP 6298 members

THE FACEBOOK EVENT

3442 confirmed guests1758 maybe attending

MORE FACEBOOK STATS

FACEBOOK CONTINUE…

• To initiate WOM/viral campaigns• To communicate with key target markets• To offer sponsor and media partners branding opportunities• To communicate with members directly• To upload rich media content (videos, pictures, mp3’s)• To drive competitions• To initiate conversations• To include your audience in a meaningful way

FB is a great platform through which:

TWITTER STREAM

Muti

YouTube

FLICKR

RTD WAP SITE

SMS ‘DAISIES’ to 32424 (SMS cost R1) to receive the link to the

Rocking the Daisies WAP site which includes the festival line-up,

tracks, videos and wallpaper downloads, a map to the event,

ticket information and much, much more!

RTD 2008 BLOGGING COMPETITION

BLOG POWER

Competition results:• 33 dedicated posts• 1381 page views• 771 visits• 95 tags linking back to RTD and Digicape websites• Exponential readership from each individual blog

RTD RED BULL RADAR PROJECT

POWER OF COMMUNITY

RADAR 2008 competition results:

• 28 000 votes

• 15 000 unique voters

• 35 bands signed up

• Top 5 music judges in the country

• First campaign of its kind in SA

• 1 winner

ADDITIONAL RTD COLABS IN 2009

DON’T FORGET THE OFFLINE MEDIA

Convergence is key. Find the touch points and engage consistently on all levels.

ENGAGEMENT = RESULTS

• Online articles = 86 (Excl online media partner coverage)• Relevant online mentions tracked by Brandseye = 476 (1 Aug - 13 Nov)• Blog posts = 54+• Magazine articles = 80• Newspaper articles = 68• Radio interviews = 36 (Excl. radio media partner coverage)• TV interviews = 7 (Excl. TV media partner)• Offline media campaign worth R13 million (Online AVE not measured)Overall:• Ticket sales up from 5000 to 10 300 (sales also affected by marketing elements such as posters, flyers, outdoor advertising etc.)

Results from RTD 2008 media campaign (for a regional Western Cape event):

REMEMBER, REMEMBER…

• Choose your tools wisely• T-E-A-M• Think like Joe Soap• Never pull favours• Budget for the unknown• Ubuntu

• Collaboration, celebration• Doh, re, me spells strategy• Content is KING• Give as good as you get• Track and evaluate• Be wise, condomise

SOURCES AND RESOURCES

• Wobble.co.za - http://www.wobble.co.za/social-media-pr.html

• Mashable.com - http://mashable.com/2008/10/30/best-social-media-

tools-for-pr-professionals-and-journalists/

• Quirk e-Marketing - http://www.quirk.biz/emarketingtextbook

• Shift Communications -

www.shiftcomm.com/downloads/smprtemplate.pdf

• Google Images - http://images.google.co.za/imghp?hl=en&tab=wi

• THE INTERNET.

PING ME

• Catherine Lückhoff

• Joint-owner of MANGO-OMC

• www.mango-omc.com

• Blog: http://cluckhoff.com/

• Skype: Cluckhoff

• Twitter: http://twitter.com/cluckhoff

• Linkedin - http://www.linkedin.com/in/catherineluckhoff

• Landline +27 21 461 9244 or mobile +27 82 440 7116

• cath@mango-omc.com

20 November 2008 Presentation to PR Success Strategies Conference 43

THANK YOU

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