Online PR In Practice
48
Online PR in Practice: Examining how to get the most out of social networking and Web 2.0 Jude Brooks
-
Upload
jude-brooks -
Category
Business
-
view
3.740 -
download
0
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 of Online PR In Practice
Online PR in Practice:Examining how to get the most out of social networking and Web 2.0
Jude Brooks
• 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
Definitions:
What is PR?
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
Definitions:
What is Web 2.0?
Web 2.0
“It’s the web, my way”
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
Definitions:
What is ‘social networking’?
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.”
Why are they so important?
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
Opportunities vs Risks
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
What are the opportunities?
Engage your audience:– Open a dialogue– Learn about yourselves– Spread the word virally
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
What are the opportunities?
Drive traffic to your website:– Teaser content– RSS updates– Engaging widgets
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
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
What are the risks?
Waste resources & sacrifice quality- Not an appropriate route for all brands- Lots of social networks – which is the best
one?
How & when to get involved?
NOW!
How & when to get involved?
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
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
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
Case Study: Lights Out London
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
Lights Out London: Launch
• Registration / Sign-up• Member-get-member• Event submissions• Quizzes• Digital badges• Collateral• RSS (news) • Photo upload
Lights Out London: Promotion
• Targeted emails• Text alerts• SEO techniques• Badging• Online advertising• Online PR• Radio• Facebook
Lights Out London: Results
Lights Out London: Results
• 10,000 registrations
• Estimated 2 million light bulbs switched off
• 2% energy saved
• User-generated content
• Online coverage
Lights Out London: Results
• Facebook group:
1000+ members
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
Lights Out London: You Tube
Lights Out London: You Tube
Lights Out London: You Tube
Lights Out London: You Tube
Lights Out London: Flickr
Lights Out London: Flickr
Lights Out London: Flickr
Lights Out London: Flickr
Lights Out London: Online PR
Lights Out London: Online PR
Lights Out London: Online PR
Lights Out London: Online PR
