Chapter 3 | Web PR & ORM - pf
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Transcript of Chapter 3 | Web PR & ORM - pf
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Assignment I Online Portals in Africa
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Your individual assignment Online Portals in Africa
o Discuss how increase in bandwidth, mobile usage & online media affects consumption of traditional news sources vs. online news sources & mobile
o How many portals are available in the country? o Comment on free speech o What is the community interest in specific subject matters
– jobs, news, sport, education, dating? o How does the availability of online and mobile sources
affect interest and marketing to these communities? How will it benefit the local community?
o Discuss internet / mobile adoption o Identify gaps for digital agencies to make an impact o [An African country has been assigned to each of you]
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Did You Know? – Mobile version
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Chapter 3| Web PR & Online Reputation Management
University of Cape Town 5 August 2011
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What will I learn today? Web PR o How is Web PR different from traditional PR? o Steps of a PR Campaign o Important aspects of Web PR o Engaging with the audience o Online distribution channels ORM o Monitoring o ORM Tools o Managing ORM o Crisis Management
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Web PR Controlling what is said about your brand and directing conversations around it to maintain the brand’s public image
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How is web PR different from traditional PR? o Two branches of same practice evolved into
completely different media
o Both are about creating engagement between people and the brand
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Traditional PR vs Web PR
o Mainstream, top-down media
o One-sided information
o Only publisher can influence content
o Negotiates the web
o Democratic
o Anyone can influence content
Traditional PR Web PR
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Steps of a PR Campaign o Conceptualise the message o Create the message o Deliver the message o Observe the response o Respond o Follow up o Network
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Important aspects of Web PR
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Engaging with the audience
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Advertising : Customer Break-up
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Challenges of Web 2.0
o Create online capital
o Active interaction
o Listen more than you speak
o Talk about others
o Personal recommendations count
o Be visible
o Focus on one channel at a time
o Register on all platforms
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Example : Memeburn Visibility on Google
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Online distribution channels
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Your own platforms No restriction & full control on what you can publish on:
o Your website o Your blog o Twitter account o Facebook o LinkedIn Profile o Google+, apps o Flickr photo stream o YouTube Channel
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External Channels
Spread the word through neutral channels – build relationships with online news & publication sources, article directories, industry bloggers, etc.
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Distribution by individuals
Personal recommendations without your influence.
The ultimate goal = viral messages
Success story = FNB’s smartphone app
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PR Web in Plain English
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Case Studies
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Barack Obama’s Presidential Campaign Success
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Barackobama.com – Interactive!
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Yes we Can – Mobile messages
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Barack Obama Facebook growth
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Barack Obama’s Presidential Campaign Success
Check out: http://www.slideshare.net/superank/digital-media-us-elections http://whywebpr.blogspot.com/2009/01/barack-obama-web-pr-case-study.html
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Woolworths’ Web PR mistake
Woolworths decided to remove all religious magazines from their shelves out of the blue & had huge outcry from the public. Their response was damaging to their high value brand, because of:
1. Bad initial framing of the issue
2. Not managing the media
3. Not engaging with the fans
4. Not moderating comments
http://www.getsmarter.co.za/blog-marketing/430-marketing-four-web-pr-mistakes-woolies-could-have-avoided
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Online Reputation Management The analysis of your personal, professional, business or industry reputation as represented by content across all types of online media channels.
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Why ORM is so important
1. It protects your brand 2. It allows you to make smart decisions 3. It gives you a lead over your competitors –
the key is listening! 4. It’s the best customer retention tool you have 5. It allows you to measure which marketing /
communication & brand activities are working
6. It focuses on where to spend your budget to get the most bang for your buck
Source: http://www.heavychef.com/why-orm-is-so-important/
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Monitoring • Gather data from a wide variety of channels, sources & types of media • Gather both quantitative & qualitative data • Monitor own platforms, comments, articles, emails & make use of
specialised tools
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ORM Tools Depends on company size, budget & amount of media attention your brand gets
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Google Alerts Google is incredibly powerful & has to be monitored.
1. You need a Google account to create alerts
2. Found at www.google.com/alerts
3. To create an alert, type a word into the “Search terms” box
4. Properties can be customised to your specific needs
5. You will receive emails when something new is posted online
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Suggested Google Alerts
o Your company name
o Names of your products
o Name of CEO & prominent personnel
o Your industry
o Your location, where relevant
o Your website URL
o Your biggest competitors
o Your most important SEO keywords
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Social media tools Social networks have their own proprietary monitoring tools.
There are also many 3rd party tools that can be of high value,
e.g. Followerwonk, bit.ly etc.
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Paid ORM tools If your company is large or busy, might be worthwhile to invest in powerful paid-for tools, e.g.
www.saidwot.com
www.trackur.com www.brandseye.com
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Managing your ORM
o Quick thank you / acknowledgement
o Promote good comments (don’t overdo)
o Add info, opinions & personal messages to good comments
o Thank brand promoters publicly, e.g. discount / promos, good rates
o Take each one seriously o Apologise sincerely &
directly o Don’t be defensive o Address problem in open o Turn negativity to your
advantage o Respond levelly & present
case with facts & details o Never delete / hide
comments
Positive Feedback Negative Feedback
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Hello Peter
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Crisis Management Reputation crisis comes about when negative message about your brand goes viral
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How to handle a crisis o Prepare a contact plan for important
stakeholders o Make a communication strategy for your
online communities o Don’t ignore a crisis and hope no one will
notice o Find the places online where discussions are
most active and go straight to the source o Monitor your online reputation closely with
chosen tools o Tailor your strategy continuously
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Case Studies
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BP’s Oil Spill Disaster
Classic example of “those who cannot remember the past are condemned to repeat it” o BP underplayed the impact of the spills o Sent out mixed messages o YouTube Video was #10 most watched video o ORM tools now include Facebook, twitter
and Flickr photostream, YouTube channel alone cost $250,000 to create & a $50million ad campaign
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BP Oil Spill – a worldwide crisis
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Avoiding Disasters Be prepared, or you will get caught & pay a high price
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FNB impressed customers by listening, engaging & became a market leader in innovation as a result
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FNB’s (user friendly) Website
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FNB on Twitter
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FNB on Facebook
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FNB on YouTube
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FNB’s YouTube Channel
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FNB on Memeburn
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FNB Google Visibility
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Thank You!