online pr & online reputation management

vrijdag 25 oktober 13

defining online pr

vrijdag 25 oktober 13

perception of your brand based on your digital

footprint

content you created and shared

customer feedback

content created about your brand

online reputation

vrijdag 25 oktober 13

optimise the perception of your brand by managing

your digital footprint

online reputation management

online PR

vrijdag 25 oktober 13

online PR techniques

PR

content marketing

community building

social media monitoring

storytelling search marketing

online PR

vrijdag 25 oktober 13

customers

coworkers

prospectsjob

searchers

journalists, influencers

investors & stake holders

online PR

influence who?

vrijdag 25 oktober 13

influence where?

blogs

fora

socialmedia

search engines

onlinemedia

reviewsites

online PR

vrijdag 25 oktober 13

awareness consideration purchase retention advocacy

PR

RadioTVPrint

Worth of Mouth

Ecommerce

Store

Website

Promotions

Blog

Social Networks

Newsletter

CommunityForum

FAQKnowledge Base

Online Ads

Email

PPC

Social AdsReviews

Blog

Media

Direct MailEmail

marketing funnel

vrijdag 25 oktober 13

linkman model

AWARENESS

UNDERSTANDING

CONSIDERATION

PREFERENCE

TRIAL

OCCASIONALBUYER

REGULAR

AMBASSADORS

CHURN

Acquisition

93%

87%

63%

10%

8%

1%

7%Retention

Reach FrequencyExposuresGross Rating Points - GRPsCost/GRPShare of Voice

Relative attendance percentageSampling population percentageCost/sampleDirect marketing response ratiosClick-throughsPreference ratiosShare of promotionsPercent of visitsNumber of visitorsNumber of page viewsTime spent per pageNumber of completed transactions

Occasional-user ratioShare of requirementsRedemption percentageDeal-closing rates

Relative attendance percentageCost/attendeeBrand opinionsPR share of voiceShare of buyersOccasional-user ratioUsual-buyer ratioCost/incremental unitIncremental promoted volumeLoyalty ratiosChurn ratiosRetention ratios

MARKETING & SALES FUNNELS Di!erent Measures Used Marketing Actions

Discovery

Brand Strength

Introduction

Interruption

Engagement

Expert

Reviews

Word of Mouth

Sentiment

Advocate

Commitment

Interruption

Experimentation

Reconsidarationt

Sentiment

Post-purchase researchValidation

EARNED OWNED

PAID

MARKETING VEHICLES

PRRadioTVPrintOnline AdsEmaiPPCSocial AdsReviewsWorth of MouthDirect MailMediaBlogEcommerceWebsiteStoreCommunityForumFAQKnowledge BasePromotionsSocial NetworksNewsletter

vrijdag 25 oktober 13

AWARENESS

UNDERSTANDING

CONSIDERATION

PREFERENCE

TRIAL

OCCASIONALBUYER

REGULAR

AMBASSADORS

CHURN

Acquisition

93%

87%

63%

10%

8%

1%

7%Retention

MARKETING & SALES FUNNELS

EARNED OWNED

PAID

MARKETING VEHICLES

PRRadioTVPrintOnline AdsEmaiPPCSocial AdsReviewsWorth of MouthDirect MailMediaBlogEcommerceWebsiteStoreCommunityForumFAQKnowledge BasePromotionsSocial NetworksNewsletter

vrijdag 25 oktober 13

AWARENESS

UNDERSTANDING

CONSIDERATION

PREFERENCE

TRIAL

OCCASIONALBUYER

REGULAR

AMBASSADORS

CHURN

Acquisition

93%

87%

63%

10%

8%

1%

7%Retention

Reach FrequencyExposuresGross Rating Points - GRPsCost/GRPShare of Voice

Relative attendance percentageSampling population percentageCost/sampleDirect marketing response ratiosClick-throughsPreference ratiosShare of promotionsPercent of visitsNumber of visitorsNumber of page viewsTime spent per pageNumber of completed transactions

Occasional-user ratioShare of requirementsRedemption percentageDeal-closing rates

Relative attendance percentageCost/attendeeBrand opinionsPR share of voiceShare of buyersOccasional-user ratioUsual-buyer ratioCost/incremental unitIncremental promoted volumeLoyalty ratiosChurn ratiosRetention ratios

MARKETING & SALES FUNNELS Di!erent Measures Used

vrijdag 25 oktober 13

AWARENESS

UNDERSTANDING

CONSIDERATION

PREFERENCE

TRIAL

OCCASIONALBUYER

REGULAR

AMBASSADORS

CHURN

Acquisition

93%

87%

63%

10%

8%

1%

7%Retention

MARKETING & SALES FUNNELS Marketing Actions

Discovery

Brand Strength

Introduction

Interruption

Engagement

Expert

Reviews

Word of Mouth

Sentiment

Advocate

Commitment

Interruption

Experimentation

Reconsidarationt

Sentiment

Post-purchase researchValidation

vrijdag 25 oktober 13

Invo

lvem

ent o

f dec

ision

mak

er(s

)

LOW

HIGH

Timescale for decision-making process

decide to dosomething

decide what to do

The Celebrity

The Personal Brand

The Journalist

The Analyst

The Insider The Agitator

The Connector

The Authority

The ActivistThe Expert

influence timeline

vrijdag 25 oktober 13

negative perception of your brand

not reacting to online complaints

absent in discussions about your brand

negative content that stays online forever

misunderstanding customer expectations

generation disconnect

risk of non investing

vrijdag 25 oktober 13

step 1.claim your accounts

vrijdag 25 oktober 13

check & register available

domain names

social accounts , tip: www.knowem.com

claim & optimise all your venues on:

google places

foursquare

facebook

claim accounts & venues

vrijdag 25 oktober 13

step 2. set up Social media monitoring

vrijdag 25 oktober 13

free search:

google, technorati, topsy, twitter

free alerts:

google alerts, topsy

paying monitoring software:

engagor, Radion6, Brandwatch, topsy pro, social star, ...

analytics:

google analytics, sprout social, social bakers, ...

ifttt

monitoring tools

vrijdag 25 oktober 13

measure influence on facebook

vrijdag 25 oktober 13

ZEB: comparison Facebook engagement

vrijdag 25 oktober 13

cafe costume: comparison Facebook engagement

vrijdag 25 oktober 13

pronails: comparison Facebook engagement

vrijdag 25 oktober 13

Acerta: comparison Facebook engagement

vrijdag 25 oktober 13

step 3:content marketing

vrijdag 25 oktober 13

CONTENT MARKETING APPROACH

vrijdag 25 oktober 13

content marketing matrix

vrijdag 25 oktober 13

what content source has more influence?

vrijdag 25 oktober 13

stimulate user generated content with hashtag contests

vrijdag 25 oktober 13

promote your hashtags on POS

vrijdag 25 oktober 13

share fan stories with your community

vrijdag 25 oktober 13

reward clients that share original content

vrijdag 25 oktober 13

user generated content is an asset in other communications

vrijdag 25 oktober 13

promote online reviews

vrijdag 25 oktober 13

vrijdag 25 oktober 13

infographics:

make press releases more interesting

spread easily on social media

make complex topics easy to understand

helps you claim opinion leadership

why infographics?

vrijdag 25 oktober 13

case attentia

vrijdag 25 oktober 13

step 4:online pr campaigns

vrijdag 25 oktober 13