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ONLINE COMMUNICATIONS OVERVIEW

DIGITAL

Waggener Edstrom Worldwide I Ged Carroll I 20 03 2009

2WHO ON EARTH AM I?

3OR AS MY GIRLFRIEND SEES ME

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4IN THIS PRESENTATION

Online PR• Blogger relations• Social media releases• Making content discoverable:

video, picturesSocial Networks• Guidelines and legal obligations• Monitoring and Measurement

basicsCrisis and issues management

principles

Using web 2.0 tools practical• Flickr• Delicious• Bloglines• Yahoo! Pipes• Yahoo! Site Explorer• BloggerGoogle hacksFurther reading

5WHAT IS SOCIAL NETWORKING?

• A social network is a social structure made of nodes (which are generally individuals or organisations) that are tied by one or more specific types of interdependency, such as values, visions, idea, financial exchange, friends, kinship, dislike, conflict, trade, web links, sexual relations or airline routes.

• Trust or relationship based• Provide a collection of various ways for

users to interact, such as Q&A, messaging, email, video, voice chat, photos, file sharing, bookmarks, blogging, discussion groups etc.

6WHAT IS UGC?

• User generated content (UGC), also known as consumer generated media (CGM) or user created content (UCC), refers to various kinds of media content, publicly available, that are produced by end-users

• Definition is often narrowed further to include only work that is published, requires a creative effort and is outside the creator’s ‘professional routines & practices’

• Differentiation between UGC and prosumer generated content or micro media

• Not a new concept – Rodney King, Zapruder footage, The Anarchist Cookbook, The Whole Earth Catalog

• 2005 – media big bang. BBC sets up user-generated content team. Receives 5,000+ photos from Buncefield terminal fire

7MICRO MEDIA

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ONLINE PR

9WHAT IS PR?

"Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” - Edward Burnays

"Public Relations is a set of management, supervisory, and technical functions that foster an organisation's ability to listen strategically to, appreciate, and respond to those persons whose mutually beneficial relationships with the organisation are necessary if it is to achieve its missions and values." - Robert L. Heath, Encyclopedia of Public Relations

“Public relations is about reputation - the result of what you do, what you say and what others say about you.

Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” - CIPR

10WHAT IS PR? PART 2.0

PR in practice

“Public relations takes many forms in different organisations and comes under many titles, including public information, investor relations, public affairs, corporate communication, marketing or customer relations.

Number 26 (out of 95 theses): “Public Relations does not relate to the public. Companies are deeply afraid of their markets.” - Cluetrain Manifesto

“To add to all the confusion, not all of these titles always relate accurately to public relations, but all of them cover at least part of what public relations is. At its best, public relations not only tells an organisation's story to its publics, it also helps to shape the organisation and the way it works.

Through research, feedback communication and evaluation, the practitioner needs to find out the concerns and expectations of a company's publics and explain them to its management.” - CIPR

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WHAT IS ONLINE PUBLIC RELATIONS?

“Communicating over the web and using new technology to effectively communicate with stakeholders” Source: CIPR website 2007

“Maximising favourable mentions of the company, brands, products or websites on third-party sites” according to 60 per cent of in-house respondents to an Econsultancy survey

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THERE ARE 3 CATEGORIES OF ONLINE PR

Monitor/Map/

ResearchDefensive Promotional

Transparency Honesty

Process Rapid response

Flexibility Integration

Underpinned by

13BLOGGER RELATIONS

• Listen• Is there an existing community?• What are they saying?• What are their community norms?• Respond on a reactive basis to debate• Proactive engagement• What do we want to achieve?• What value do we bring to the community discussion?• Who should be the spokesperson?• Aggregate and showcase advocate community content to aid discovery

14YOUR BLOGGER CONTENT

Great content comes from everyday thingsPlan the work and work the planHow can you continue a dialogue?What value does your content provide to readers?People tend to trust people like us

15MAXIMISE THE REACH OF PRESS RELEASES

• Brevity• Hyperlinks• Supporting content• RSS feeds (think about the

licence on the feeds)• Facilitate bookmarking and

‘curated’ web services:– Distribution

– Newswires (vertical and general)

– Company blog inbound links

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SOCIAL NETWORKS

18THE GOLDEN RULE

“People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod

| 13 January 2008

| Trainer/s: AN Other, Job title and company

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19GOLDEN RULE TWO

UTILITYPicture: Basheertome

20UK LEGISLATION

• From end of May 2008: Consumer Protection from Unfair Trading Regulations 2008

– No astro-turfing– No sock puppetry– Up to 6 months jail time

• What can you do legally?– Notify the service provider if content violates their terms of service, there is

usually a feedback email in their help section, or content will have a flag button by it

– For blogs, where there is content that you could take legal action to remove:• Notify the legal department of their hosting company

21ACCUSATIONS

• Is it true?• If so, what are you doing about it?• If so, put criticism in context• Is it on influential site – assess and rank site• Who is the detractor – are they influential• Are others commenting• Is it affecting search ranking• Assess seriousness of attack – this is where you should get legal advice

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22MEASUREMENT: SILVER BULLET (OR NOT) 22

• Cision

• Attentio

• Market Sentinel

• BuzzMetrix

• Cymfony

• Biz360

• Factiva

• Brandimensions

23MONITORING

Measurement tools often don’t have the speed of near real-time updates and you have to go back to basics–Google alerts:

• Ongoing monitoring–Google news alerts–Google blog search

–Technorati:• RSS-fed buzz with authority meter

–Yahoo! Site Explorer:• Inbound links

–Website analytics–Radian6 – commercial offering that many major brands like

Pull this all together with RSS

24SOCIAL MEDIA DISCOVERY BRIEF

Understand what it is that we actually want to find out:• Do we want a global picture?• Do we want a UK picture?• A European picture? (If so what does Europe mean?)• How visible is the client?• Is a competitor analysis required?

What kind of social media are we looking at?• Baseline is looking at their position on Google and examining inbound links• B2B will tend to be blogs and possibly twitter, LinkedIn or Xing• B2C likely to be all of the above, plus flickr, Facebook, YouTube

25SOCIAL MEDIA DISCOVERY MATRIX

Baseline Search B2B B2C

Global Google Yahoo! Site ExplorerGoogle search-based keyword tool Google keyword tool

Google Blog SearchQuarkbaseIcerocketGoogle video search

Facebook searchQuarkbaseTwitter searchIcerocketFlickr search

UK Google Yahoo! Site ExplorerGoogle search-based keyword tool Google keyword tool

BritishblogsQuarkbaseGoogle Blog SearchGoogle video search

BritishblogsQuarkbaseGoogle Blog SearchFacebook searchTwitter searchGoogle video searchFlickr search

Europe Google Yahoo! Site ExplorerGoogle search-based keyword tool Google keyword tool

TwinglyQuarkbaseGoogle Blog SearchGoogle video search

Twingly Microblog searchQuarkbaseGoogle blog searchGoogle video searchFlickr search

Increasing complexity and granularityIncreasing complexity and granularity

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CRISIS MANAGEMENT

27STRATEGIES FOR MANAGING UNFAVOURABLE COMMENTS AND OPINIONS

• Act quickly – the truth will out but ensure others don’t tell your story• Involve lawyers as safeguard –mentioning this can get instant results • Get the facts straight• Consider message, conversationalist and channels that will be used• Review procedures/protocols and mobilise the team members• Humour and self deprecation can help• Be candid and declare your interest• Be brief, to the point and transparent• Consider using combination offline media and PPC, e.g. Google Adwords• Keep all email, phone and meeting records relating to issue

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28CRISIS PRINCIPLES FOR ONLINE

Everything you know about crisis is correct, but…• Do plan for scenarios (act of terrorism, cheating, hacking of members database,

white-collar crime)• Things have got a whole lot faster• Intervene earlier• Acknowledge the salient points of the news• Tell what you are going to do• Tell them your progress in doing it in near real-time• Tell them what you’ve done• The crisis isn’t over when it is out of the media agenda, you now need to rebuild

the CIMA brand so it also off at least the first page of search results on Google. Yesterday’s news can still tarnish your reputation

Social media is much more likely to work in your favour if you build trust before you need to cash it in.

29JET BLUE CASE STUDY

• Valentines Day 2007: – 130,000 customers trapped in bad

weather conditions– JetBlue fliers were trapped on the

runway at JFK for hours, many ultimately delayed by days

– Only 17 of JetBlue's 156 scheduled departures left JFK

• What JetBlue did– Communicated directly with its

audiences– Admitted that things had gone wrong

• Explained what had gone wrong• Explained what they were going to do

about it

30ALPO / PURINA PET FOOD RECALL CASE STUDY

31ALPO / PURINA PET FOOD RECALL CASE STUDY

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PRACTICAL

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ANY QUESTIONS?

34SEARCH SHORT CUTS

“” exact phrase: “Ged Carroll”

- Excluded words: “Ged Carroll” -Waggener

~ Similar words: ~mobile phone will provide results including cellphone cellular etc

OR either: “Ged Carroll” or “renaissance chambara”

… Number range: “Ged Carroll 2006…2008

define: Definition – define:PR gives links to definitions of PR

site: site-specific search – site:microsoft.com “Windows Vista”

link: finds webpages with links to a site or web page – link:wagged.com

1+1 Search engine as calculator

m in foot conversions of different units

35SEARCH SHORT CUTS CONTINUED

filetype:pdf Type of file: “cathedral and the bazaar” filetype:pdf

01295 find out where an area code is

YHOO stock ticker symbol

time in - Local time in another major city: time in Tokyo

Shenzhen: info – get the skinny from Wikipedia on a particular subject

Inurl: unsure on the exact – for instance to find presspass - inurl:presspass

100 GBP in USD currency convertor

36FURTHER READING

Collected papers and essays by danahboydNotre Dame University: Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A BarabasiOECD whitepaper on user-generated contentDigital Natives Programme by Berkman Center for Internet & Society at Harvard Law School

The Long Tail: why the future of business is selling less of more – Chris AndersonGroundswell by Charlene Li & Josh BernoffWikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D WilliamsThe Cluetrain ManifestoWhat I read

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GED CARROLLWaggener EdstromTower House10 Southampton StreetLondon, WC2E 7AH, UK

gcarroll@waggeneredstrom.com+44 (0)20 7632 3800www.waggeneredstrom.co.uk

WAGGENER EDSTROM WORLDWIDE OFFICES

Europe: Brussels . London . Munich . Paris Asia: Beijing . Hong Kong . Singapore North America: Austin . Boston . Dallas . New York . Portland . San Francisco . Seattle . Washington Dc

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© Waggener Edstrom Worldwide 2008