online pr

ONLINE PR

2-way communications

enables people to have "human to human" conversations

95 theses

fasterglobalisedequalizedpersonal

accessibleunmediated

non-elitistconversational

technologicalhuman

connectedcommunal

anything is possible, it’s just

step 1.

what you say…

• content analysis

• language choice

• mean what you say

wordclouds

http://tagcrowd.com/ http://www.wordle.net

monitor news and blog updates

RSS feeds – www.google.com/reader

key words eg press releases

Google alerts – www.google.com/alerts

step 2.

what others say about you…

http://twitpic.com/

http://www.twitscoop.com/

Google alerts - www.google.com/alertsGoogle reader - www.google.com/reader

Yahoo pipes - http://pipes.yahoo.comKeotag - http://www.keotag.com/

Commentful - http://commentful.blogflux.com/Boardreader - http://boardreader.com/

Google Trends - http://www.google.com/trends Compete – http://www.compete.com

Alexa – http://alexa.com Yahoo Site Explorer -

https://siteexplorer.search.yahoo.com/mysites HowSociable – http://www.howsociable.com Addictomatic – http://www.addictomatic.com

Techrigy - http://www.techrigy.com Nielsen BlogPulse - http://www.blogpulse.com

Technorati - http://technorati.com Trendr - http://www.trendrr.com

Facebook Lexicon - http://www.facebook.com/lexicon Digg Search – http://www.digg.com

StumbleUpon Reviews - http://reviews.stumbleupon.com Twitter Twitscoop - http://www.twitscoop.com

Twitter Search – http://search.twitter.com

free

tool

s

The future…????

scaling one-to-one communications!!

because everyone is communicating…

who’s doing what

social media now more popular than porn

where we’re going http://www.alexa.com

Google UK - google.co.uk/google.com

Facebook - facebook.com

Yahoo! - yahoo.com

YouTube - youtube.com

Windows Live - live.com

BBC Newsline Ticker - bbc.co.uk

eBay UK - ebay.co.uk

Microsoft Network (MSN) - msn.com

Wikipedia - wikipedia.org

www.bebo.com - bebo.com

Blogger.com - blogger.com

Myspace - myspace.com

Amazon.co.uk - amazon.co.uk

Microsoft Corporation - microsoft.com

Flickr - flickr.com

The Internet Movie Database - imdb.com

BSkyB Ltd - sky.com

WordPress.com - wordpress.com

Double Click - doubleclick.com

62.4% of online US searches = 6,113,906,000 a year

what are we doing http://www.alexa.com

#23 = 1st porn site

#25 = Twitter

#28 = HSBC

#33 = Argos

#37 = Autotrader

#40 = Apple

#49 = Rightmove

#51 = Directgov

#59 = Tesco

#66 = LinkedIn

#71 = JobCentre Plus

#82 = Transport for London

stuff

demographics

1,596,270,108 – worldwide (23.8% population)[360,985,492 at 31.12.2000]

393,373,398 – Europe (48.9% population)

43,221,464 – UK (70.9% population)

http://www.internetworldstats.com/

have you got Facebook friends?

17 million unique UK users every month (10m in 6 months)

Avg 21 mins per visit

Largest segment:18-24 year olds (53.8%)

Fastest growing demographic: 35-54 year olds segment doubling every two months http://connect.icrossing.co.uk

http://www.istrategylabs.com/

are you Tweeting?

unique visitors to Twitter 1,382 percent:475,000 – Feb 20087 million – Feb 2009

9.3 million visitors in March 2009 ( 131% in one month)

http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-successhttp://www.comscore.com/blog/

it ain’t just Twits…

Twitter users are news junkies

62% access at work

52% aged over 35

1% of users are addicts = 35% of visits

January 2009, 735,000 unique visitors accessed the Twitter via mobile phones

http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-successhttp://www.comscore.com/blog/http://www.quantcast.com/twitter.com#demographics

who’s got Followers

CNN and Ashton Kutcher fought for 1 million

Coldplay = 14th (541,289 followers)

Stephen Fry = 33rd (417,540 followers)

http://twitter.com/Brill_Mentor = 582,107th http://twitter.com/greenbanana = 151,226th

http://twitterholic.com/

power is online and offline

10.5 million view on ITV

top news story

Over 100 million hits on YouTube

top 5 Twitter topic

diffusion of innovation

why YouTube, Twitter & Facebook are popular

Rogers, 1962

online brandswww.immediatefuture.co.uk/

getting it right

getting it right

getting it right

getting it right

writing online

• SEO rich content• micro-writing

(140 characters)• images• links• authentic voice• comments• legals

images

Social photography siteseg Flickr or Photobucket

Microsoft free images

Google images – careful

Release forms

Children online

Upload or link

hyperlinks

credit sources

build connections

get deeper into sites

build into emails

add evidence

enable easy contact

verify and update

authentic voice

ghosting – honesty better than pretending

sharing

personal

human

comments

encouraging

responding

moderating

spamming

policy

legals

avoid digital dirt

libel

protect your rights

personal is corporate

wordpress site

1. free and easy to use

2. adaptable

3. learn concepts

4. apply to corporate

5. public or private

6. other blog software is available…

reasons to engage

1. cannot afford to ignore it

2. opportunity to increase profile, reputation, etc

3. ease of reaching a direct audience

4. builds connections and relationships

5. create positive advocacy

reasons against

1. takes huge amount of time to do well

2. easy to get data, but no clear measure of ROI

3. danger of getting it wrong

4. online overload

5. negative animosity

strategy

have a clear purpose

develop a plan

monitor and adapt

integrate with offline

co-ordinate all communications

anticipate issues

add authentic voices

getting started

learn the tools

build a network

own some space

be generous and open

don’t be afraid

commit time

monitor

what not to do

don’t just do it because it’s there

don’t cheat, lie or game

don’t think you can hide problems

don’t use your space just to pitch at others

don’t be rude or ignorant

don’t leave legacy issues

top tips

1. understand arguments for and against online – bosses tend to be over-enthusiastic or cynical

2. Own the data – review, monitor, listen to understand what’s going on – but don’t try to fake it

3. Build relationships don’t just transmit information

4. Be human – reflect the brand personality through real people

5. Remember online doesn’t work alone – integrate and build into what you do well already

ONLINE PR