How to use social networking sites in your public relations and marketing – Ged Carroll

HOW TO USE SOCIAL WEB IN YOUR PUBLIC RELATIONS & MARKETING

How to use social networking sites in your public relations and marketing – Ged Carroll

What we will cover today

• Online – definition

• Impact of Web 2.0 on PR – consumers, media and stakeholders

• How to develop an online mar.coms strategy:• Auditing and monitoring the online environment

• Tools, tactics, targets and teams

• Measurement

• Detailed review of the Online mar.coms toolbox

• Online reputation management

• Bringing your issues to the table

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How to use social networking sites in your public relations and marketing – Ged Carroll

Who, what, why?

A quick introduction, where you’re from and what you are looking to get out of today

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How to use social networking sites in your public relations and marketing – Ged Carroll

Who on earth am I?

How to use social networking sites in your public relations and marketing – Ged Carroll

Or as my girlfriend sees me…

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How to use social networking sites in your public relations and marketing – Ged Carroll

Online mar.coms– the reality

• It doesn’t require a big step change• Just understanding of basic principles• Knowing who can support you internally and

externally (sense check tools, select external technology providers, metrics etc)

• ID’ing your/your clients’ comfort zones• Small steps to achieve your/their PR objectives• Selecting correct tools and techniques for the job• Testing, measuring and refining

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How to use social networking sites in your public relations and marketing – Ged Carroll

Online mar.coms ownership

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Currently falls between digital marketing, SEO, customer services and PR for most orgs• Technology and jargon• PR runs the risk of being defined by its channels• Lack of resources, support and training from traditional marketing

bodies CIM/ CIPR/PRCA etc• Other digital marketing disciplines filling online skills chasm• Varies who has ‘brand permission’ in the online space

How to use social networking sites in your public relations and marketing – Ged Carroll

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There are 3 categories of Online Mar.coms

Monitor/Map/

ResearchDefensive Promotional

Transparency Honesty

Process Rapid response

Flexibility Integration

Underpinned by

How to use social networking sites in your public relations and marketing – Ged Carroll

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Papa’s got a brand new mar.coms bag

VNR

CompetitionsAdvertorials

Stunts

Surveys

Interviews

Press briefingsConferences

Product launches

Events

Press trips

Photography

Radio interviews

Audio features

White papers

Newsletters

Brand publicationsInternal communications

Stakeholder relations

Stunts

Guerrilla activity

Brand ambassador activity

Reputation Management

Press releases

Crisis Management

Media relations

Investor relations

Online media centres

Online media relations

TV interviews

Online monitoring

Stakeholder mapping

Social media releases

Search Engine Optimised Releases

Search Engine Optimised brand publications

Podcasts/Vodcasts

Social SearchSocial Tagging

Social Networking

Virtual World events

Social Networking events

Folksonomies

Online surveys

Blogger relations

Corporate/Brand blogsInternal blogs

WIKI’s

Crowdsourcing

Internet radio

RSS feedsWidgets Social network APIs

Webchats

Webcasts

Skypecasts

Tagged photography

Mashups

Dark blogs

Viral

Press release distribution

Forums/Boards/Comments

Social Bookmarking

Infographics

Microblogs

Online surveytorials

Online Reputation Management

How to use social networking sites in your public relations and marketing – Ged Carroll

It’s A World Of Change, Isn’t It?

•The tenets of strategy are the same as they have been for the past 3,000 years•Clients are still ultimately measured on the performance of their business•We still communicate with people ultimately in mind to be influenced•It has never been cheaper or easier to produce content•Clients can disintermediate the media and communicate directly with their audiences•Audiences can easily communicate with each other on a large scale•We have new media vehicles•The news cycle lasts longer – online news sources act like an echo chamber

How to use social networking sites in your public relations and marketing – Ged Carroll

A change in emphasis….

Traditional marketing efforts•Core contacts and networks•Well-defined channels• Generic communications materials•Structured•Media vehicles required•Key influencers= journalists, analysts etc•ROI difficult to measure

Online mar.coms•Larger networks changing rapidly•Tailored materials•Conversational•Disintermediation•Key influencers: context dependent•ROI easier to measure

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How to use social networking sites in your public relations and marketing – Ged Carroll

The golden rule

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

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How to use social networking sites in your public relations and marketing – Ged Carroll

Golden rule two

UTILITY

How to use social networking sites in your public relations and marketing – Ged Carroll

Fundamentals of online• Understand how networked audiences work• Map online environment to gain intelligence

before planning begins• Flexible and tailored communications• Integrate with other marketing disciplines

and other PR channels• Be meaningful – messages with intent and

purpose, not spin• Measure and learn• Agree organisational ownership and chain

of command – Internal PR teams, digital marketers, external agencies/specialists, combination?

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Changing behaviours

How to use social networking sites in your public relations and marketing – Ged Carroll

Fragmented media landscape

How to use social networking sites in your public relations and marketing – Ged Carroll

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UK consumer media consumption

Source: BMRB Internet Monitor

Share of media time% of media time for all internet users

Weekdays

SaturdaysSundays

Base: All Internet users aged 15+

• 37.2 million UK internet users• 61% population• 54.6% of UK households have

broadband

How to use social networking sites in your public relations and marketing – Ged Carroll

Sub-groups on the net

How to use social networking sites in your public relations and marketing – Ged Carroll

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How to use social networking sites in your public relations and marketing – Ged Carroll

Top 10 social networks

Site World Members

1 Year Change

MySpace 114.15 72%

Facebook 52.2 270 %

Hi5 28.2 56 %

Friendster 14.9 65 %

Orkut 24.1 78 %

Bebo 18.2 172 %

Tagged 13.2 774%

Source: comScore World Metrix, (Global Home, Work) June 2007

How to use social networking sites in your public relations and marketing – Ged Carroll

Social Media is growing fast

How to use social networking sites in your public relations and marketing – Ged Carroll

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1% Creators – initiate conversation

10% Synthesisers – respond/filter

89% Consumers – read/recommendand use other WOM channels

The User Generated Content pyramid

How to use social networking sites in your public relations and marketing – Ged Carroll

BBCMEGASTAR

LOADED

FINANCIAL TIMES

ECONOMIST

GUARDIAN

BLOGGERS - SOCIAL NETWORKING

USER GROUPS - FORUMS - WIKIS -

PHOTOS CONSUMER-

GENERATED CONTENT

VOGUE

DAILY TELEGRAPH

How to use social networking sites in your public relations and marketing – Ged Carroll

Dissemination of information

How to use social networking sites in your public relations and marketing – Ged Carroll

Media 2.0Weekly and monthly

publications are left behind:– Wired is still a monthly magazine but

also publishes a plethora of content every day

– Sections are user-generated such as Found: ‘Artifacts from the Future’

Daily publications now publish several times a day through different media:– The Times is one of the largest audio

content providers in the UK media

The news cycle lasts longer – online news sources act like an echo chamber:– The most linked-to site by English

speaking blogs is the New York Times online, the Guardian is close behind it

How to use social networking sites in your public relations and marketing – Ged Carroll

Future of news

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How to use social networking sites in your public relations and marketing – Ged Carroll

From hard copy to multimedia news

• Most popular stories dictate tomorrow’s print headlines

• 47 staff blogs• Telegraph TV – web TV channel• Podcasts• A4 size print your own paper

Telegraphpm• Comments on every story• My Telegraph personal news

portal, personal blog space and social network

FROM TO

How to use social networking sites in your public relations and marketing – Ged Carroll

News - reach

• One in 24 UK internet visits went to a news and media site. BBC accounted for 15.45% of these visits Source: Hitwise May 2007

• UK Guardian 29.8 m unique users Source: ABCe Jan 2009

• 22.8 m for Daily Mail (2.3m for paper) Source: ABCe Jan 2009

• 22.8 m for Times Online Source: ABCe Jan 2009• 21.9 m for The Sun (<3 million for paper) Source:

ABCe Jan 2009• 25.9 m for The Telegraph Source: ABCe Jan 2009• 6.7m for Mirror.co.uk Source: ABCe Jan 2009• 10.2 m for The Independent Source: ABCe Jan 2009• 160 branded quality news sites in UK alone• 50+ respected newswires

How to use social networking sites in your public relations and marketing – Ged Carroll

Lazy online engagement

Tom Coates and the PRostitutes

Chris Anderson blocks unsolicited PR

“SSPR please stop spamming Bloggers”

How to use social networking sites in your public relations and marketing – Ged Carroll

How to use social networking sites in your public relations and marketing – Ged Carroll

Virgin Atlantic case studyOli Beale, a copywriter with WCRS wrote to Virgin Atlantic about his experience on their flight.

His letter was shared on the internet as one of the funniest complaints letters ever

How to use social networking sites in your public relations and marketing – Ged Carroll

Virgin Atlantic case study continuedVirgin aftermath:912 references on TechnoratiCoverage in all the major national newspapersFront page on Yahoo! UK for two days

Source: Technorati

How to use social networking sites in your public relations and marketing – Ged Carroll

In case you thought it was just business that got it wrong…

•Different British police forces crackdowns on amateur photographers getting worldwide attention•Online blogs continue debate over Baby P debacle•Insider exposes like NHS Doctor provide an insightful critical look •Facebook group on local issues•Baby P Facebook groups

How to use social networking sites in your public relations and marketing – Ged Carroll

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It doesn’t have to be this way

How to use social networking sites in your public relations and marketing – Ged Carroll

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How to use social networking sites in your public relations and marketing – Ged Carroll

JetBlue case studyValentines 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

How to use social networking sites in your public relations and marketing – Ged Carroll

PRagmatic approach required

• Embrace and understand the environment

• Understand the audience and how influence works online

• Understand how traditional media is changing

• Knowledge share – workgroups, trend spotters etc

• Get over the ‘technology’ hurdle - use the tools personally to discover PR uses and how to make your job easier

• It will take time

• You may make mistakes on the way

How to use social networking sites in your public relations and marketing – Ged Carroll

Long tail PR thinking

Traditional Media

Online Media

Nationals

Trades

Media websites

Niche sites Citizen sites

Blogs

Reach Rea

chin

g m

illio

ns

Reaching Billions

Source: Immediate Future, June 2006

How to use social networking sites in your public relations and marketing – Ged Carroll

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Working towards a strategy

How to use social networking sites in your public relations and marketing – Ged Carroll

•Understand the client environment and marketplace

•Recognize how the world of communications is changing

•Understand how the audiences relate to the brand

•Understand how they relate to each other and the world around them

•How and where to reach them, what are the rules of the community?

•Assess client’s business situation

•Diagnose communications fitness

•Design integrated Influence Plan that combines traditional and new channels

• Incorporate broad objectives

•Define your story

•Apply your story to relevant outlets

•Story development

•Media relations•Analyst relations

•Online influencers

•Digital Storytelling

•Social networking

•Site design•Online promotions/ viral

•Blogging/ podcasting

•Virtual events

•Mapping

•Online / offline impact & cross-linking

•Quantitative & qualitative reach

•Campaign performance

•Business impact

•Web analytics

Measure Impact, Learn & Identify

Opportunity

ImplementPlan (integrate

online and offline thinking)

Client business and brand analysis

Audience researchBusiness

environment

Strategic approach

How to use social networking sites in your public relations and marketing – Ged Carroll

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Monitoring

How to use social networking sites in your public relations and marketing – Ged Carroll

Why?• ID core stakeholders and influencers outside of traditional

media/contact lists

• ID where conversations happening and WOM networks of influence on the web and offline

• ID existing/emerging conversations and trends relevant to your organisation, brand, industry, key staff etc

• ID which traditional media online rank highly in SEO terms

• Market research, message auditing, pre-crisis and strategic planning, leaks

• To help plan proactive PR and social media strategy

• Traditional PR databases/tools (e.g. Mediadisk, Editors, Vocus) fall short

• Beyond journalists - ‘Normal’ people can be influencers

• ‘Reputation Insurance’ – Masterfoods

• Mapping techniques can be used for finding and tracking proactive coverage

How to use social networking sites in your public relations and marketing – Ged Carroll

Mapping

• Reputation monitoring software suppliers, specialists and agencies (over 150 specialist suppliers out there)

• Free tools plus your own internal data (e.g. Web analytics)

• No one solution best – until Google develops ‘Trends’

• None fully automated – human analysis/filtering required – an evolving industry

• Can be costly, so vital to plan: What information is most useful

• Presenting to strategy planners – visual models, Wikis, databases etc

• How to share and maintain information across teams and external agencies

How to use social networking sites in your public relations and marketing – Ged Carroll

Key words

ID primary keywords - Organisation, brands, spokespeople, initiatives, affiliate organisations, known brand detractors, ‘competitors’

• Brainstorm internally and use clients’ internal departmental data and external agency data

• Keyword tools: Google Wordtracker • Web analytics - Your analytics should show your

referring key-words and phrases• Analyse web log files• PPC Campaigns• Online research tools: Hitwise, Comscore and NNR

How to use social networking sites in your public relations and marketing – Ged Carroll

Search enginesStill thinking about key words:• Search engines – Google, Yahoo, Live, Ask etc• Check inbound links to your sites via Google:

Link:www.yourdomain.com • And Yahoo: Linkdomain:yourdomain.com• Yahoo! Site Explorer• Make sense of what you find• Organic search and PPC results for each keyword• Google page rank• Review source and establish their link community and who

they influence• Establish whether target for PR, link, partnership or

monitoring • Issue cluster• Contact details• Search ranking against key words

How to use social networking sites in your public relations and marketing – Ged Carroll46

Professional tools and services

Source: Networksense Mapping - icrossing

Source: OnalyticaSource: Magpie - Brandwatch

Source: WexView - Waggener Edstrom

How to use social networking sites in your public relations and marketing – Ged Carroll47

Homebrew

Source: Michelle Goodall

How to use social networking sites in your public relations and marketing – Ged Carroll

Social media measurement toolsBlog search engines• Technorati• Blogpulse • Google blog search•Quarkbase•Addictomatic

Make sense of what you find•Who links to them or cites blog posts – especially traditional media•RSS subscribers• Debate analysis – topics and brand/org share of voice• Sentiment analysis – positive, negative, neutral• Potential target for PR, link, partnership or monitoring target• Issues cluster

How to use social networking sites in your public relations and marketing – Ged Carroll

Alerts•Google alerts

• Yahoo news alerts

•Review and define source •See relevant section – blogs, social networks and forums, video and photo UGC etc

How to use social networking sites in your public relations and marketing – Ged Carroll

Social networks & forumsConsider niche, local sites and verticals, e.g. Teaching – TeacherTube, UK Teachers Forums,

• Use social network engines to find them

•Facebook, MySpace, LinkedIn, Bebo, Ning etc

Review source and establish influencer ranking•Who links to them or cites conversations – especially traditional media• Debate analysis – topics, brand/org share of voice• Sentiment analysis – positive, negative, neutral• Issues cluster

How to use social networking sites in your public relations and marketing – Ged Carroll

UGC: video and photos

How to use social networking sites in your public relations and marketing – Ged Carroll

The curated web

How to use social networking sites in your public relations and marketing – Ged Carroll

Microblogging

Microblogs - Twitter

• If you have an account set up you can track for keywords

• Twitter Search

•Twilerts via email

•#HashtagsPicture by foxypar4

How to use social networking sites in your public relations and marketing – Ged Carroll

Stitching it all together

How to use social networking sites in your public relations and marketing – Ged Carroll

Influence

Popularity vs influence•Popular stakeholders of an issue influence many. But those they influence may not themselves be influential, e.g.. Jodie Marsh - bullying

• Influential stakeholders impact those who matter, directly and/or indirectly, e.g.. Demos on social policy

Source: Onalytica

How to use social networking sites in your public relations and marketing – Ged Carroll

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Promotional tactics

How to use social networking sites in your public relations and marketing – Ged Carroll

Measurement & evaluationWhat gets measured gets doneBe careful what you measure

• Evolving web analytics area, especially buzz and sentiment analysis

•Speak to your/your clients web analytics team to see what can be measured

• Test and learn

•Think about engagement as well as reach

•Think about ROI

Picture by calloohcallay

How to use social networking sites in your public relations and marketing – Ged Carroll

Online media & press centresPlan to develop an online media centre? Establish PR objectives with developers

• Argument for transparent information for consumers and journalists – no log-in

• Needs to be:• Accessible and easy to navigate

• Search function for images, text and video – ability to tag all media content when adding for Universal Search

• Searchable archives

• RSS

• Social bookmarking

• Search Engine Optimised releases and media content

• Social media release

How to use social networking sites in your public relations and marketing – Ged Carroll

SEO press releases– ID primary keywords/phrases relevant to release content and add:

In the release headline Once in the sub-header (if applicable) In the first paragraph – keyword density in body text<10% Also use in alt tag of associated images At least once in the meta description tag Once on the URL of the page Embed links to optimised and relevant content pages on your

website Add release to online media centre, put on posting sites – does

not replace ‘sell in’ Must be well written …read and judged by people not just

search engine spiders! Measure and track response and feedback into process Old materials can be re-optimised

How to use social networking sites in your public relations and marketing – Ged Carroll

Online media relations• Most obvious element of online PR - rarely executed

well• PROs ‘tick the online media box’ or use wires and

posting sites• Perception online coverage less valuable• Reality - reach is huge!• Negative as well as positive coverage stays online

for a long time - affects SEO• Measurable – e.g. unique users/view, referral

clickthroughs, blog citations, SEO position, outcomes from traffic generated by referral URL

• Get it right, measure it and watch client perceptions change rapidly

• You will have ID’d key targets through monitoring process

• Share learnings between teams

How to use social networking sites in your public relations and marketing – Ged Carroll

Corporate blog3 things that blog readers demand – compelling

content, freshness and interactivity

• Develop simple policy guidelines for staff and ‘conversationalists’

• Get the tone right and expect it to develop over time

• Post regularly

• Designate editors

• Be authentic and honest – your thoughts about ghosting?

• Allow comments – it’s a blog!

• Link liberally and engage with the blogosphere

How to use social networking sites in your public relations and marketing – Ged Carroll

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Social currency and social objects

How to use social networking sites in your public relations and marketing – Ged Carroll

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Identifying your social currency and social objects

How to use social networking sites in your public relations and marketing – Ged Carroll

Levels of online engagement• Monitoring: no

engagement but active listening to what is being said about the organisation and its peers – any related issues

• Low-level engagement: as Monitoring plus response-led online presence

• High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities Picture by cmcbrown

How to use social networking sites in your public relations and marketing – Ged Carroll

Blog relations• Read and listen – tonality, attitude

to brands and orgs etc • Develop a conversation and

participate • Be open• Soft sell• Supplement with promotional

tactics• Use experts and enthusiasts• Provide creative and relevant

‘blog fodder’ or ‘social currency’• Don’t be afraid of losing some

message control

How to use social networking sites in your public relations and marketing – Ged Carroll

Social Networks

The best known forms of social softwareThink about your target group:

– Their motivations– Their location– Where they are in their life– Be respectful of their personal space– Think about how you can add value– How do you engage beyond becoming a friend

How to use social networking sites in your public relations and marketing – Ged Carroll

Social Networks• Similar to blogs, ‘friends’ demand useful

content, interactivity and kudos

• Time intensive - develop editorial team and simple policy guidelines for staff and ‘conversationalists’

• Each network has different tools and audience – What works for Bebo-ers might not for Facebook-ers

• Provide regular challenges

• Rank and reward creativity and talent

• Amplify content the network creates

• Set project timelines and communicate this to ‘fans’

How to use social networking sites in your public relations and marketing – Ged Carroll

Social NetworksListen, listen, listenSocial networks are really good for

audience segmentationAre you providing something that

would be found useful by your audience, or what you want to tell them?

If you aren’t relevant, what can you as an organisation do differently, rather than using a different channel for the same old, same old?

How to use social networking sites in your public relations and marketing – Ged Carroll

Crowdsourcing

•Open call to ‘public’ to solve a problem and collaborate to help achieve a goal • Final solution is usually agreed by the participating crowd • Rewards often Whuffie•Many potential applications for PR•Idea generation and filtering•Tasks being carried out• Time intensive, lack of message control, multi-territory legal and IP restrictions are issues

How to use social networking sites in your public relations and marketing – Ged Carroll

Forums & BBSDepending on brand between 40% - 85% of UK user comment on forums, bulletin boards etc But, a definite shift towards blogs and other forms of social media Monitor environment, identify and learn from comments Same rules as blog relations Do not recommend a ‘covert’ approach or seeding comments But, opportunity to respond to negative comments and improve level of conversation In majority of cases, forums self-regulate but occasionally you may need to post…

How to use social networking sites in your public relations and marketing – Ged Carroll71

Curated Web

How to use social networking sites in your public relations and marketing – Ged Carroll

Video and podcastsEasy cost effective to make and host compelling podcasts and video Blogs and social network users happy to link to good, relevant content Must be strategic about driving consumers to it and measuring impactOpportunities for PR:• Create blog and social network fodder or content for debate/mashups/viral• Use celebrity broadcast time to create exclusive video and audio content• Audio/visual media releases – brings story to life•Brand or campaign channels in Youtube, MySpace etc

How to use social networking sites in your public relations and marketing – Ged Carroll

Wikis

How to use social networking sites in your public relations and marketing – Ged Carroll

Viral• Audience (demographics, psychographics,

geography, available technology)• Tonality• Brand credibility – can you talk to an audience in

this way• Viral motivators – humour, self interest, sex,

topicality, extreme behaviour, charity• Simplicity – best are often the simplest ideas• What is the utility?• Highly commercial channel – few getting it right• Social media creating own viral effect• Cost effective?• Never guaranteed• Message at the mercy of the recipient • Influence v impact

How to use social networking sites in your public relations and marketing – Ged Carroll

Virtual world and online events

How to use social networking sites in your public relations and marketing – Ged Carroll

Events

•Don’t just have to take place in Second life• Consider practical use of web 2.0 tools to support on and offline events•Capitalise on existing events •Live blog from events (e.g. blogging4business)•Videos and podcasts before and after event to extend impact of programme• Tagged event photo galleries on Flickr

How to use social networking sites in your public relations and marketing – Ged Carroll

Competitions

Branded coverage on 3rd party sites in return for prize with a perceived value

• Can be promotional or editorial• Criteria: minimum prize value, length of

competition, copy / branding• Live link offered to campaign or org. web

sites• Product/brand/company photography and/or

logo can be used• What measurement statistics will be

provided• How prize fulfilment works• What prize terms and conditions required

How to use social networking sites in your public relations and marketing – Ged Carroll

Advertorials

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Commercial and editorial teams generally involved in set up

• Advertorials work very well in an online environment, especially when links, full ROI measurement, opt-in user data, or agreed user reach required

• Important to establish objectives at outset with site

• Copy written and layout suggested by PR - will be amended to suit site ‘house style’ – a hybrid of commercial and editorial copy with agreed levels of brand control

• Examples of advertorial content include:

• Branded surveys/polls with incentive to link out from hosting site

• Editorial where a greater emphasis on message control required and subject matter very commercial, e.g. new brand variant launched

How to use social networking sites in your public relations and marketing – Ged Carroll

Infographics•Interactive visual applications or web pages • Add visual support to a campaign, e.g. BBC’s British History Timeline • Powerful tools which can tell complex stories• Excellent ‘social objects’ and offline media materials• Can create viral effect with consumers• Ensure you publish URL in media materials and link to SEO and relevant pages on supporting web site

Picture by Pseudo Placebo

How to use social networking sites in your public relations and marketing – Ged Carroll

RESULTS

Within 3 weeks WE… • Targeted more than 343 influentials via three digital press releases• Incorporated aggressive SEO that increased

impressions and clicks by 20 percent• Conducted blogger outreach that resulted in at least

338 blog posts• Executed a Twitter viral campaign that created

25,000 followers• Contacted 290, 400 people via LinkedIn• Garnered more than 9, 500 views on YouTube and

UStream.TV

NEEDThe United Nations (UN) engaged Waggener Edstrom Worldwide (WE) to provide global digital strategy, social media counsel and public relations consultancy in support of the UN Millennium Campaign's "Stand Up and Speak Out" event on October 16-17, 2007.

The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to the Millennium Development Goals, specifically to work toward the eradication of poverty worldwide by 2015.

APPROACHGlobal scope demanded an innovative approach to unifying audiences across the world via their individual Internet engagement points. Given the variety of mediums and 3-week timeline, WE drafted an integrated communications plan, vested in top social media opportunities, that was strategically and quickly executed.

The United Nations Stands Up Against Poverty

How to use social networking sites in your public relations and marketing – Ged Carroll

Now it’s your turn

.

How to use social networking sites in your public relations and marketing – Ged Carroll

Online reputation management

How to use social networking sites in your public relations and marketing – Ged Carroll

Identifying your conversationalists and reputation team

Reactive and proactive social media and online engagement• Crisis management• Internal and external stakeholders not just staff• Need to include agencies - Search, PR, DM etc

•Your reputation audit will have ID’d staff using UGC/social media and key external advocates, partners etc• Internal audit to ID your best conversationalists?

– Are they marketing/communications/PR staff/agencies

– Senior management– Do they come from other

parts of the business, e.g.. field sales, customer service, web development etc?

People tend to trust ‘people like us’ – Edelman Trust Barometer

How to use social networking sites in your public relations and marketing – Ged Carroll

Typical reputation management roles

• Contextual strike teams• Information holders• Defenders• Conversationalists• Expert commentators• ‘Technical’ specialists • Campaign based teams• Legal specialists

Picture by ktylerconk

How to use social networking sites in your public relations and marketing – Ged Carroll

What’s your plan?

• What do you want to influence• When will you respond• How will you cultivate

authenticity• What information is currency• How will you personalise

conversations• When will you involve legal

personnel• Draft procedures and protocols

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How to use social networking sites in your public relations and marketing – Ged Carroll

Each team member should be sure of their role and responsibility• How they will receive information• Rules of engagement• With whom • Through which media • Information timings – embargos• Exclusivity of information•Who they report to – chain of command and who is ultimately responsible and will support them if required• SLA•What is in it for them • Acceptable tone• Measurements and success criteria

Picture by chrisamichaels

How to use social networking sites in your public relations and marketing – Ged Carroll

Strategies for managing unfavourable comments and opinions• 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

How to use social networking sites in your public relations and marketing – Ged Carroll

Strategies 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

How to use social networking sites in your public relations and marketing – Ged Carroll

Bad Phorm

Phorm does behavioural advertisingIt records all the web pages that you visitThe company didn’t respond fast enough•UK and US government investigations ensued•Partners pulled out of business relationships •Sustained organised badvocates•Mainstream press coverage in The Guardian, The New York Times

How to use social networking sites in your public relations and marketing – Ged Carroll

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Personal online engagementNot just your brand it’s your people

How to use social networking sites in your public relations and marketing – Ged Carroll

IP Issues

• Give online users the opportunity to use your IP where relevant in a legitimate manner

• Image resource library and licence • Outline what ‘fair use’ means• Be clear in plain language what your

trademarks are• Be polite and unthreatening in your

communications with offenders• If you are still struggling with

compliance go direct to the ISP or platform owner

• Don’t put anything in writing that you wouldn’t want to see published

How to use social networking sites in your public relations and marketing – Ged Carroll

O’Reilly Publishing & Web 2.0

• CMP Media with the knowledge and approval of O’Reilly Media legaled NFP IT@Cork

• Hue and cry break outs in the blogosphere over the course of 3 days

• O’Reilly Media step in and pick up the phone to Tom Rafferty and agree that Rafferty can use the web 2.0 descriptor

How to use social networking sites in your public relations and marketing – Ged Carroll

Further 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 ManifestoHow to use Digg -What I readGoogle’s keyword tool

How to use social networking sites in your public relations and marketing – Ged Carroll

Online press release distributionPressbox - free

• PRWeb

• PR Newswire

• Internetwire

• Businesswire

• Sourcewire

• Realwire

• E-consultancy for digital releases

How to use social networking sites in your public relations and marketing – Ged Carroll

Thanks for your time

I hope the course was insightful, informative and helpful.