talking to online communities
DESCRIPTION
A look at best practise for brands looking at targetting communities and forums as part of their social media outreachTRANSCRIPT
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Talking direct to online
communities
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What we will cover
Why we should be talking to communities
Public Relations vs. Blogger relations
Engaging the social world
What you should be looking for
How to find them
Creative searching
How to sweeten the deal
The initial approach
The no-no’s
Activity time
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Why should we speak direct?
Communities are a great way to spread your message widely
in a group of likeminded individuals
Specifically targets your online audience
Potential ‘dandelion effect’ through shared content
Taps into a conversation that has already started
Is a ‘measurable’ coverage driver
‘Word of mouse’ is faster than traditional media
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Communities already exist. [Brands] need
to think about how you can help that
community do what IT wants to do
- Mark Zuckerberg, Facebook
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The old model
THE STAGE
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The new conversation
THE STAGE
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Public Relations to blogger relations
Bloggers/communities are not media
They are under no obligation to get back to you
You have NO control over the message
PR needs to focus on listening in order to facilitate
conversations
Always respect the community guidelines of engagement
They will shy away from big brand/corporate approaches
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It’s the difference between..
&
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The moving audience
Public Relations
Our product
Capturing information
Talking at
Product benefits
Mass media
Right now
Selling propositions
Product-centric
Blogger Relations
Your life
Capturing imagination
Listening to
Product stories
My media
Right time
Engaging consumers
User-centric
Move
towards
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How will you find them?
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Get creative with your search
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Get creative with your search
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What would you suggest?
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Have you found what you're for?
Sites that have accept 3rd party content
Have predominantly positive posts
Are posting regularly
Able to imbed content (if applicable)
Will be ‘on brand’ for your promotion
Have decent regular levels of traffic
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This is Conversational PR so be
prepared to be engaged in a
CONVERSATION!
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Conversations travel…
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What have you got?
You need to engage the sites by offering content/assets
Number of Assets = pieces of coverage
Exclusive = attractive
Devise a roll-out plan for the assets across multiple sites
Make sure it isn't a ‘hit & run’
What is going to make them tick
Sometimes you need to get creative about your assets
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So what would communities find attractive?
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Making the approach
Review the content of the site before engaging them
What have you got that they want?
Be respectful and honest
Check how many unique’s/fans they have
Relax your use of formal language - type as you talk
Be transparent about why you are approaching them
Remember this is a 2-way relationship
Listen and respond to their needs
Maintain contact – right time vs. right now
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What not to do…
Don’t pretend to be someone that your not
Post independently promoting your brand
Ignore emails until it suits you
Be pushy or demanding in any way
Misleading the members to generate interest
Over-promise or under-deliver
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Social media tips from
Be transparent. Your honesty—or dishonesty—will be quickly noticed in the social media environmentWrite what you know. Make sure you write and post about your areas of expertisePerception is reality. In online social networks, the lines between public and private, personal and professional are blurredIt's a conversation. Talk to your readers like you would talk to real people in professional situationsAre you adding value? There are millions of words out there. The best way to get yours read is to write things that people will valueYour Responsibility: What you write is ultimately your responsibilityCreate some excitement. As a business and as a citizenBe a Leader. There can be a fine line between healthy debate and incendiary reactionDid you screw up? If you make a mistake, admit it. Be upfront and be quick with your correction
If it gives you pause, pause. If you're about to publish something that makes you even the slightest bit uncomfortable, don't shrug it off and hit 'send.'
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Activity
Divide into teams of two
Select one of your clients
Using a search tool find a relevant community
Come up with your approach & share