online pr in practice
DESCRIPTION
Presentation given in March 2008 at a PR Week conference in London entitled ‘The Role of Web 2.0 & social networking in online PR’. It went down rather well - my ratings for this presentation we 97% 'Excellent' or 'Good', and the Global Communications Manager at Millward Brown said: “Probably the most useful of all the conference”.TRANSCRIPT
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Online PR in Practice:Examining how to get the most out of social networking and Web 2.0
Jude Brooks
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• Definitions
• What’s the big deal?
• What are the opportunities?
• What are the risks?
• Top 5 DO’s and DON’Ts
• Case Study: Lights out London
Agenda
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Definitions:
What is PR?
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Public Relations
“Public relations is about reputation - the result of what you do, what you say and what others say about you.” Chartered Institute of Public Relations
A management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organisation and its publics. Wikipedia
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Definitions:
What is Web 2.0?
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Web 2.0
“It’s the web, my way”
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Web 2.0
• Wikis, blogs & other collaborative content sites• User review portals• Peer to Peer file sharing & mash-ups• Personalisation• Uploading and downloading• RSS• Podcasting• User generated content• Tagging• Social Networking sites
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Definitions:
What is ‘social networking’?
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Social Networking
• “Social networking websites are online communities of people who share interests and activities by building online profiles and sharing media such as photos, videos and music.”
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Why are they so important?
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Why are they so important?
• Because everyone’s using them
– 25.9 million users in the UK*
• Because they’ve become part of our lives
– 15% of users use social networking sites every day**
* Comscore 2008 ** Forrester UKIUM Study Q4 2007
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Opportunities vs Risks
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What are the opportunities?
Huge audiences:– 80% of online users use social networking
sites (25.9m users)– Facebook has 12.4m UK users
Source: ComScore 2008
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What are the opportunities?
Engage your audience:– Open a dialogue– Learn about yourselves– Spread the word virally
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What are the opportunities?
Add value to the relationship:– Useful or entertaining applications add value
& deliver a message– Provide social currency – skins, badges,
unique content– Social networking is about self-expression
so find a way to embrace this
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What are the opportunities?
Drive traffic to your website:– Teaser content– RSS updates– Engaging widgets
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What are the risks?
User generated defamation- Learn to let go of complete control- Open-minded & forward-thinking vs control- Users can be forgiving – many brands have
made mistakes, admitted it & been forgiven
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What are the risks?
Losing traffic from your own site- Will anyone still visit yours? - Revenue / page impressions vs reputation /
message- Offer headlines not full story
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What are the risks?
Waste resources & sacrifice quality- Not an appropriate route for all brands- Lots of social networks – which is the best
one?
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How & when to get involved?
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NOW!
How & when to get involved?
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How & when to get involved?
• Add web 2.0 tools onto your site
• Familiarise yourself with relevant social networks
• Friends vs Fans
• Identify the opinion formers
• Appropriate, engaging content or widgets
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Top 5 DOs and DON’Ts
• DO respond
• DO use the medium’s strengths
• DO target your messages appropriately
• DO try to be useful & engaging
• DO focus on the opinion-formers
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Top 5 DOs and DON’Ts
• DON’T pretend to be something you’re not
• DON’T try to control the dialogue
• DON’T jump straight in
• DON’T hesitate to seek advice
• DON’T delay
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Case Study: Lights Out London
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Lights Out London
• When? June 21 2007• What? Encourage
Londoners to switch off non-essential lights for one hour
• Why? Promote behavioural change, alter perceptions of Capital & drive tune-in & web traffic
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Lights Out London: Launch
• Registration / Sign-up• Member-get-member• Event submissions• Quizzes• Digital badges• Collateral• RSS (news) • Photo upload
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Lights Out London: Promotion
• Targeted emails• Text alerts• SEO techniques• Badging• Online advertising• Online PR• Radio• Facebook
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Lights Out London: Results
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Lights Out London: Results
• 10,000 registrations
• Estimated 2 million light bulbs switched off
• 2% energy saved
• User-generated content
• Online coverage
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Lights Out London: Results
• Facebook group:
1000+ members
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Lights Out London: Results
• 75,000 unique users• 315,000 page impressions• On the night, seven times
normal visitor numbers• 6,000 views of special
video• Event submissions• Photo uploads• Messages of support
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Lights Out London: You Tube
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Lights Out London: You Tube
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Lights Out London: You Tube
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Lights Out London: You Tube
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Lights Out London: Flickr
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Lights Out London: Flickr
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Lights Out London: Flickr
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Lights Out London: Flickr
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Lights Out London: Online PR
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Lights Out London: Online PR
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Lights Out London: Online PR
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Lights Out London: Online PR