7. Who, what, why? A quick introduction, where you’re from and what you are looking to get out of today |13 January 2008 |Trainer/s: AN Other, Job title and company |3
22. There are 3 categories of Online Mar.coms Monitor/ Map/Research Promotional Defensive Underpinned by Honesty Transparency Rapid response Process Integration Flexibility 8
23. Papa’s got a brand new mar.coms bag Online surveytorials Search Engine Optimised Releases Advertorials Press release distribution Competitions Online media relations Surveys Tagged photography Press releases Online surveys Webcasts Social media releases TV interviews Media relations Skypecasts Online Reputation Management Radio interviews Webchats Mashups Internet radio Photography Podcasts/Vodcasts Virtual World events Microblogs Audio features Investor relations White papers Guerrilla activity Stunts RSS feeds Widgets Social network APIs Search Engine Optimised brand publications Folksonomies Newsletters Online monitoring VNR Brand publications WIKI’s Internal communications Interviews Corporate/Brand blogs Internal blogs Events Forums/Boards/Comments Stakeholder relations Brand ambassador activity Crisis Management Dark blogs Stunts Infographics Stakeholder mapping Conferences Press briefings Press trips Social Search Viral Product launches Social Tagging Social Networking Social Networking events Crowdsourcing Social Bookmarking 9 Online media centres Blogger relations Reputation Management
24.
25. Clients are still ultimately measured on the performance of their business
43. The golden rule “People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod |13 January 2008 |Trainer/s: AN Other, Job title and company |12
60. The User Generated Content pyramid 1% Creators – initiate conversation 10% Synthesisers – respond/filter 89% Consumers – read/recommendand use other WOM channels 22
61. FINANCIAL TIMES DAILY TELEGRAPH ECONOMIST LOADED GUARDIAN VOGUE BBC MEGASTAR BLOGGERS - SOCIAL NETWORKING USER GROUPS - FORUMS - WIKIS - PHOTOS CONSUMER-GENERATED CONTENT
63. Media 2.0 Weekly and monthly publications are left behind: Wired is still a monthly magazine but also publishes a plethora of content every day Sections are user-generated such as Found: ‘Artifacts from the Future’ Daily publications now publish several times a day through different media: The Times is one of the largest audio content providers in the UK media The news cycle lasts longer – online news sources act like an echo chamber: The most linked-to site by English speaking blogs is the New York Times online, the Guardian is close behind it
83. Virgin Atlantic case study Oli Beale, a copywriter with WCRS wrote to Virgin Atlantic about his experience on their flight. His letter was shared on the internet as one of the funniest complaints letters ever
84. Virgin Atlantic case study continued Virgin aftermath: 912 references on Technorati Coverage in all the major national newspapers Front page on Yahoo! UK for two days Source: Technorati
91. JetBlue case study Valentines Day 2007: 130,000 customers trapped in bad weather conditions JetBlue fliers were trapped on the runway at JFK for hours, many ultimately delayed by days Only 17 of JetBlue's 156 scheduled departures left JFK What JetBlue did Communicated directly with its audiences Admitted that things had gone wrong Explained what had gone wrong Explained what they were going to do about it
218. High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activitiesPicture by cmcbrown
270. Important to establish objectives at outset with site
271. Copy written and layout suggested by PR - will be amended to suit site ‘house style’ – a hybrid of commercial and editorial copy with agreed levels of brand control
We have analogues for all this things based on past experiences because ultimately its how people chose to use them that we need to most understand
…..means PR models need to adaptProblem Solution Sheer volume of online info/noise Tools to help filter out what’s useful Wider range of media New coverage/monitoring models Influencers changing More effective audience/message auditing required Speed messages spread through networks Adaptable crisis teams/procedures Brand/corporate ‘attack’ ‘Early Warning’ systems and use of web 2.0 technology and tools
We all know the changes that print outlets are going through and how digital media has changed the media landscape. Circulation is generally down; the news cycles have sped up so fast that we’re living, in essence, a deadline free environment, and that readers/viewers/users want more visual, richer and interactive content. The big boys (NYT, WSJ, etc) have changed the way they distribute content online, from just repurposing print stories to actively engaging with their users via narrated slide shows and video, podcasts, comment-enabled blogs and interactive graphics. These are all pitchable.
AnalyticalSearch engine placementInbound linksTechnorati ‘authority’CommentsVisitors/impressionsMainstream media coverageSubjectiveInfluence networkLikely to be referenced and quotedWho are they?StaffInvestorAnalystShareholderJournalistCompetitorAcademicAnonymousOpinion Former