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How to use social networking sites in your public relations and marketing – Ged Carroll
HOW TO USE SOCIAL WEB IN YOUR PUBLIC RELATIONS & MARKETING
How to use social networking sites in your public relations and marketing – Ged Carroll
What we will cover today
• Online – definition
• Impact of Web 2.0 on PR – consumers, media and stakeholders
• How to develop an online mar.coms strategy:• Auditing and monitoring the online environment
• Tools, tactics, targets and teams
• Measurement
• Detailed review of the Online mar.coms toolbox
• Online reputation management
• Bringing your issues to the table
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How to use social networking sites in your public relations and marketing – Ged Carroll
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
How to use social networking sites in your public relations and marketing – Ged Carroll
Who on earth am I?
How to use social networking sites in your public relations and marketing – Ged Carroll
Or as my girlfriend sees me…
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How to use social networking sites in your public relations and marketing – Ged Carroll
Online mar.coms– the reality
• It doesn’t require a big step change• Just understanding of basic principles• Knowing who can support you internally and
externally (sense check tools, select external technology providers, metrics etc)
• ID’ing your/your clients’ comfort zones• Small steps to achieve your/their PR objectives• Selecting correct tools and techniques for the job• Testing, measuring and refining
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How to use social networking sites in your public relations and marketing – Ged Carroll
Online mar.coms ownership
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Currently falls between digital marketing, SEO, customer services and PR for most orgs• Technology and jargon• PR runs the risk of being defined by its channels• Lack of resources, support and training from traditional marketing
bodies CIM/ CIPR/PRCA etc• Other digital marketing disciplines filling online skills chasm• Varies who has ‘brand permission’ in the online space
How to use social networking sites in your public relations and marketing – Ged Carroll
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There are 3 categories of Online Mar.coms
Monitor/Map/
ResearchDefensive Promotional
Transparency Honesty
Process Rapid response
Flexibility Integration
Underpinned by
How to use social networking sites in your public relations and marketing – Ged Carroll
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Papa’s got a brand new mar.coms bag
VNR
CompetitionsAdvertorials
Stunts
Surveys
Interviews
Press briefingsConferences
Product launches
Events
Press trips
Photography
Radio interviews
Audio features
White papers
Newsletters
Brand publicationsInternal communications
Stakeholder relations
Stunts
Guerrilla activity
Brand ambassador activity
Reputation Management
Press releases
Crisis Management
Media relations
Investor relations
Online media centres
Online media relations
TV interviews
Online monitoring
Stakeholder mapping
Social media releases
Search Engine Optimised Releases
Search Engine Optimised brand publications
Podcasts/Vodcasts
Social SearchSocial Tagging
Social Networking
Virtual World events
Social Networking events
Folksonomies
Online surveys
Blogger relations
Corporate/Brand blogsInternal blogs
WIKI’s
Crowdsourcing
Internet radio
RSS feedsWidgets Social network APIs
Webchats
Webcasts
Skypecasts
Tagged photography
Mashups
Dark blogs
Viral
Press release distribution
Forums/Boards/Comments
Social Bookmarking
Infographics
Microblogs
Online surveytorials
Online Reputation Management
How to use social networking sites in your public relations and marketing – Ged Carroll
It’s A World Of Change, Isn’t It?
•The tenets of strategy are the same as they have been for the past 3,000 years•Clients are still ultimately measured on the performance of their business•We still communicate with people ultimately in mind to be influenced•It has never been cheaper or easier to produce content•Clients can disintermediate the media and communicate directly with their audiences•Audiences can easily communicate with each other on a large scale•We have new media vehicles•The news cycle lasts longer – online news sources act like an echo chamber
How to use social networking sites in your public relations and marketing – Ged Carroll
A change in emphasis….
Traditional marketing efforts•Core contacts and networks•Well-defined channels• Generic communications materials•Structured•Media vehicles required•Key influencers= journalists, analysts etc•ROI difficult to measure
Online mar.coms•Larger networks changing rapidly•Tailored materials•Conversational•Disintermediation•Key influencers: context dependent•ROI easier to measure
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How to use social networking sites in your public relations and marketing – Ged Carroll
The golden rule
“People matter, Objects don’t”. That’s all you need to know about social media. – Hugh MacLeod
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How to use social networking sites in your public relations and marketing – Ged Carroll
Golden rule two
UTILITY
How to use social networking sites in your public relations and marketing – Ged Carroll
Fundamentals of online• Understand how networked audiences work• Map online environment to gain intelligence
before planning begins• Flexible and tailored communications• Integrate with other marketing disciplines
and other PR channels• Be meaningful – messages with intent and
purpose, not spin• Measure and learn• Agree organisational ownership and chain
of command – Internal PR teams, digital marketers, external agencies/specialists, combination?
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Changing behaviours
How to use social networking sites in your public relations and marketing – Ged Carroll
Fragmented media landscape
How to use social networking sites in your public relations and marketing – Ged Carroll
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UK consumer media consumption
Source: BMRB Internet Monitor
Share of media time% of media time for all internet users
Weekdays
SaturdaysSundays
Base: All Internet users aged 15+
• 37.2 million UK internet users• 61% population• 54.6% of UK households have
broadband
How to use social networking sites in your public relations and marketing – Ged Carroll
Sub-groups on the net
How to use social networking sites in your public relations and marketing – Ged Carroll
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How to use social networking sites in your public relations and marketing – Ged Carroll
Top 10 social networks
Site World Members
1 Year Change
MySpace 114.15 72%
Facebook 52.2 270 %
Hi5 28.2 56 %
Friendster 14.9 65 %
Orkut 24.1 78 %
Bebo 18.2 172 %
Tagged 13.2 774%
Source: comScore World Metrix, (Global Home, Work) June 2007
How to use social networking sites in your public relations and marketing – Ged Carroll
Social Media is growing fast
How to use social networking sites in your public relations and marketing – Ged Carroll
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1% Creators – initiate conversation
10% Synthesisers – respond/filter
89% Consumers – read/recommendand use other WOM channels
The User Generated Content pyramid
How to use social networking sites in your public relations and marketing – Ged Carroll
BBCMEGASTAR
LOADED
FINANCIAL TIMES
ECONOMIST
GUARDIAN
BLOGGERS - SOCIAL NETWORKING
USER GROUPS - FORUMS - WIKIS -
PHOTOS CONSUMER-
GENERATED CONTENT
VOGUE
DAILY TELEGRAPH
How to use social networking sites in your public relations and marketing – Ged Carroll
Dissemination of information
How to use social networking sites in your public relations and marketing – Ged Carroll
Media 2.0Weekly 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
How to use social networking sites in your public relations and marketing – Ged Carroll
Future of news
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How to use social networking sites in your public relations and marketing – Ged Carroll
From hard copy to multimedia news
• Most popular stories dictate tomorrow’s print headlines
• 47 staff blogs• Telegraph TV – web TV channel• Podcasts• A4 size print your own paper
Telegraphpm• Comments on every story• My Telegraph personal news
portal, personal blog space and social network
FROM TO
How to use social networking sites in your public relations and marketing – Ged Carroll
News - reach
• One in 24 UK internet visits went to a news and media site. BBC accounted for 15.45% of these visits Source: Hitwise May 2007
• UK Guardian 29.8 m unique users Source: ABCe Jan 2009
• 22.8 m for Daily Mail (2.3m for paper) Source: ABCe Jan 2009
• 22.8 m for Times Online Source: ABCe Jan 2009• 21.9 m for The Sun (<3 million for paper) Source:
ABCe Jan 2009• 25.9 m for The Telegraph Source: ABCe Jan 2009• 6.7m for Mirror.co.uk Source: ABCe Jan 2009• 10.2 m for The Independent Source: ABCe Jan 2009• 160 branded quality news sites in UK alone• 50+ respected newswires
How to use social networking sites in your public relations and marketing – Ged Carroll
Lazy online engagement
Tom Coates and the PRostitutes
Chris Anderson blocks unsolicited PR
“SSPR please stop spamming Bloggers”
How to use social networking sites in your public relations and marketing – Ged Carroll
How to use social networking sites in your public relations and marketing – Ged Carroll
Virgin Atlantic case studyOli 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
How to use social networking sites in your public relations and marketing – Ged Carroll
Virgin Atlantic case study continuedVirgin aftermath:912 references on TechnoratiCoverage in all the major national newspapersFront page on Yahoo! UK for two days
Source: Technorati
How to use social networking sites in your public relations and marketing – Ged Carroll
In case you thought it was just business that got it wrong…
•Different British police forces crackdowns on amateur photographers getting worldwide attention•Online blogs continue debate over Baby P debacle•Insider exposes like NHS Doctor provide an insightful critical look •Facebook group on local issues•Baby P Facebook groups
How to use social networking sites in your public relations and marketing – Ged Carroll
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It doesn’t have to be this way
How to use social networking sites in your public relations and marketing – Ged Carroll
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How to use social networking sites in your public relations and marketing – Ged Carroll
JetBlue case studyValentines 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
How to use social networking sites in your public relations and marketing – Ged Carroll
PRagmatic approach required
• Embrace and understand the environment
• Understand the audience and how influence works online
• Understand how traditional media is changing
• Knowledge share – workgroups, trend spotters etc
• Get over the ‘technology’ hurdle - use the tools personally to discover PR uses and how to make your job easier
• It will take time
• You may make mistakes on the way
How to use social networking sites in your public relations and marketing – Ged Carroll
Long tail PR thinking
Traditional Media
Online Media
Nationals
Trades
Media websites
Niche sites Citizen sites
Blogs
Reach Rea
chin
g m
illio
ns
Reaching Billions
Source: Immediate Future, June 2006
How to use social networking sites in your public relations and marketing – Ged Carroll
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Working towards a strategy
How to use social networking sites in your public relations and marketing – Ged Carroll
•Understand the client environment and marketplace
•Recognize how the world of communications is changing
•Understand how the audiences relate to the brand
•Understand how they relate to each other and the world around them
•How and where to reach them, what are the rules of the community?
•Assess client’s business situation
•Diagnose communications fitness
•Design integrated Influence Plan that combines traditional and new channels
• Incorporate broad objectives
•Define your story
•Apply your story to relevant outlets
•Story development
•Media relations•Analyst relations
•Online influencers
•Digital Storytelling
•Social networking
•Site design•Online promotions/ viral
•Blogging/ podcasting
•Virtual events
•Mapping
•Online / offline impact & cross-linking
•Quantitative & qualitative reach
•Campaign performance
•Business impact
•Web analytics
Measure Impact, Learn & Identify
Opportunity
ImplementPlan (integrate
online and offline thinking)
Client business and brand analysis
Audience researchBusiness
environment
Strategic approach
How to use social networking sites in your public relations and marketing – Ged Carroll
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Monitoring
How to use social networking sites in your public relations and marketing – Ged Carroll
Why?• ID core stakeholders and influencers outside of traditional
media/contact lists
• ID where conversations happening and WOM networks of influence on the web and offline
• ID existing/emerging conversations and trends relevant to your organisation, brand, industry, key staff etc
• ID which traditional media online rank highly in SEO terms
• Market research, message auditing, pre-crisis and strategic planning, leaks
• To help plan proactive PR and social media strategy
• Traditional PR databases/tools (e.g. Mediadisk, Editors, Vocus) fall short
• Beyond journalists - ‘Normal’ people can be influencers
• ‘Reputation Insurance’ – Masterfoods
• Mapping techniques can be used for finding and tracking proactive coverage
How to use social networking sites in your public relations and marketing – Ged Carroll
Mapping
• Reputation monitoring software suppliers, specialists and agencies (over 150 specialist suppliers out there)
• Free tools plus your own internal data (e.g. Web analytics)
• No one solution best – until Google develops ‘Trends’
• None fully automated – human analysis/filtering required – an evolving industry
• Can be costly, so vital to plan: What information is most useful
• Presenting to strategy planners – visual models, Wikis, databases etc
• How to share and maintain information across teams and external agencies
How to use social networking sites in your public relations and marketing – Ged Carroll
Key words
ID primary keywords - Organisation, brands, spokespeople, initiatives, affiliate organisations, known brand detractors, ‘competitors’
• Brainstorm internally and use clients’ internal departmental data and external agency data
• Keyword tools: Google Wordtracker • Web analytics - Your analytics should show your
referring key-words and phrases• Analyse web log files• PPC Campaigns• Online research tools: Hitwise, Comscore and NNR
How to use social networking sites in your public relations and marketing – Ged Carroll
Search enginesStill thinking about key words:• Search engines – Google, Yahoo, Live, Ask etc• Check inbound links to your sites via Google:
Link:www.yourdomain.com • And Yahoo: Linkdomain:yourdomain.com• Yahoo! Site Explorer• Make sense of what you find• Organic search and PPC results for each keyword• Google page rank• Review source and establish their link community and who
they influence• Establish whether target for PR, link, partnership or
monitoring • Issue cluster• Contact details• Search ranking against key words
How to use social networking sites in your public relations and marketing – Ged Carroll46
Professional tools and services
Source: Networksense Mapping - icrossing
Source: OnalyticaSource: Magpie - Brandwatch
Source: WexView - Waggener Edstrom
How to use social networking sites in your public relations and marketing – Ged Carroll47
Homebrew
Source: Michelle Goodall
How to use social networking sites in your public relations and marketing – Ged Carroll
Social media measurement toolsBlog search engines• Technorati• Blogpulse • Google blog search•Quarkbase•Addictomatic
Make sense of what you find•Who links to them or cites blog posts – especially traditional media•RSS subscribers• Debate analysis – topics and brand/org share of voice• Sentiment analysis – positive, negative, neutral• Potential target for PR, link, partnership or monitoring target• Issues cluster
How to use social networking sites in your public relations and marketing – Ged Carroll
Alerts•Google alerts
• Yahoo news alerts
•Review and define source •See relevant section – blogs, social networks and forums, video and photo UGC etc
How to use social networking sites in your public relations and marketing – Ged Carroll
Social networks & forumsConsider niche, local sites and verticals, e.g. Teaching – TeacherTube, UK Teachers Forums,
• Use social network engines to find them
•Facebook, MySpace, LinkedIn, Bebo, Ning etc
Review source and establish influencer ranking•Who links to them or cites conversations – especially traditional media• Debate analysis – topics, brand/org share of voice• Sentiment analysis – positive, negative, neutral• Issues cluster
How to use social networking sites in your public relations and marketing – Ged Carroll
UGC: video and photos
How to use social networking sites in your public relations and marketing – Ged Carroll
The curated web
How to use social networking sites in your public relations and marketing – Ged Carroll
Microblogging
Microblogs - Twitter
• If you have an account set up you can track for keywords
• Twitter Search
•Twilerts via email
•#HashtagsPicture by foxypar4
How to use social networking sites in your public relations and marketing – Ged Carroll
Stitching it all together
How to use social networking sites in your public relations and marketing – Ged Carroll
Influence
Popularity vs influence•Popular stakeholders of an issue influence many. But those they influence may not themselves be influential, e.g.. Jodie Marsh - bullying
• Influential stakeholders impact those who matter, directly and/or indirectly, e.g.. Demos on social policy
Source: Onalytica
How to use social networking sites in your public relations and marketing – Ged Carroll
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Promotional tactics
How to use social networking sites in your public relations and marketing – Ged Carroll
Measurement & evaluationWhat gets measured gets doneBe careful what you measure
• Evolving web analytics area, especially buzz and sentiment analysis
•Speak to your/your clients web analytics team to see what can be measured
• Test and learn
•Think about engagement as well as reach
•Think about ROI
Picture by calloohcallay
How to use social networking sites in your public relations and marketing – Ged Carroll
Online media & press centresPlan to develop an online media centre? Establish PR objectives with developers
• Argument for transparent information for consumers and journalists – no log-in
• Needs to be:• Accessible and easy to navigate
• Search function for images, text and video – ability to tag all media content when adding for Universal Search
• Searchable archives
• RSS
• Social bookmarking
• Search Engine Optimised releases and media content
• Social media release
How to use social networking sites in your public relations and marketing – Ged Carroll
SEO press releases– ID primary keywords/phrases relevant to release content and add:
In the release headline Once in the sub-header (if applicable) In the first paragraph – keyword density in body text<10% Also use in alt tag of associated images At least once in the meta description tag Once on the URL of the page Embed links to optimised and relevant content pages on your
website Add release to online media centre, put on posting sites – does
not replace ‘sell in’ Must be well written …read and judged by people not just
search engine spiders! Measure and track response and feedback into process Old materials can be re-optimised
How to use social networking sites in your public relations and marketing – Ged Carroll
Online media relations• Most obvious element of online PR - rarely executed
well• PROs ‘tick the online media box’ or use wires and
posting sites• Perception online coverage less valuable• Reality - reach is huge!• Negative as well as positive coverage stays online
for a long time - affects SEO• Measurable – e.g. unique users/view, referral
clickthroughs, blog citations, SEO position, outcomes from traffic generated by referral URL
• Get it right, measure it and watch client perceptions change rapidly
• You will have ID’d key targets through monitoring process
• Share learnings between teams
How to use social networking sites in your public relations and marketing – Ged Carroll
Corporate blog3 things that blog readers demand – compelling
content, freshness and interactivity
• Develop simple policy guidelines for staff and ‘conversationalists’
• Get the tone right and expect it to develop over time
• Post regularly
• Designate editors
• Be authentic and honest – your thoughts about ghosting?
• Allow comments – it’s a blog!
• Link liberally and engage with the blogosphere
How to use social networking sites in your public relations and marketing – Ged Carroll
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Social currency and social objects
How to use social networking sites in your public relations and marketing – Ged Carroll
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Identifying your social currency and social objects
How to use social networking sites in your public relations and marketing – Ged Carroll
Levels of online engagement• Monitoring: no
engagement but active listening to what is being said about the organisation and its peers – any related issues
• Low-level engagement: as Monitoring plus response-led online presence
• High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities Picture by cmcbrown
How to use social networking sites in your public relations and marketing – Ged Carroll
Blog relations• Read and listen – tonality, attitude
to brands and orgs etc • Develop a conversation and
participate • Be open• Soft sell• Supplement with promotional
tactics• Use experts and enthusiasts• Provide creative and relevant
‘blog fodder’ or ‘social currency’• Don’t be afraid of losing some
message control
How to use social networking sites in your public relations and marketing – Ged Carroll
Social Networks
The best known forms of social softwareThink about your target group:
– Their motivations– Their location– Where they are in their life– Be respectful of their personal space– Think about how you can add value– How do you engage beyond becoming a friend
How to use social networking sites in your public relations and marketing – Ged Carroll
Social Networks• Similar to blogs, ‘friends’ demand useful
content, interactivity and kudos
• Time intensive - develop editorial team and simple policy guidelines for staff and ‘conversationalists’
• Each network has different tools and audience – What works for Bebo-ers might not for Facebook-ers
• Provide regular challenges
• Rank and reward creativity and talent
• Amplify content the network creates
• Set project timelines and communicate this to ‘fans’
How to use social networking sites in your public relations and marketing – Ged Carroll
Social NetworksListen, listen, listenSocial networks are really good for
audience segmentationAre you providing something that
would be found useful by your audience, or what you want to tell them?
If you aren’t relevant, what can you as an organisation do differently, rather than using a different channel for the same old, same old?
How to use social networking sites in your public relations and marketing – Ged Carroll
Crowdsourcing
•Open call to ‘public’ to solve a problem and collaborate to help achieve a goal • Final solution is usually agreed by the participating crowd • Rewards often Whuffie•Many potential applications for PR•Idea generation and filtering•Tasks being carried out• Time intensive, lack of message control, multi-territory legal and IP restrictions are issues
How to use social networking sites in your public relations and marketing – Ged Carroll
Forums & BBSDepending on brand between 40% - 85% of UK user comment on forums, bulletin boards etc But, a definite shift towards blogs and other forms of social media Monitor environment, identify and learn from comments Same rules as blog relations Do not recommend a ‘covert’ approach or seeding comments But, opportunity to respond to negative comments and improve level of conversation In majority of cases, forums self-regulate but occasionally you may need to post…
How to use social networking sites in your public relations and marketing – Ged Carroll71
Curated Web
How to use social networking sites in your public relations and marketing – Ged Carroll
Video and podcastsEasy cost effective to make and host compelling podcasts and video Blogs and social network users happy to link to good, relevant content Must be strategic about driving consumers to it and measuring impactOpportunities for PR:• Create blog and social network fodder or content for debate/mashups/viral• Use celebrity broadcast time to create exclusive video and audio content• Audio/visual media releases – brings story to life•Brand or campaign channels in Youtube, MySpace etc
How to use social networking sites in your public relations and marketing – Ged Carroll
Wikis
How to use social networking sites in your public relations and marketing – Ged Carroll
Viral• Audience (demographics, psychographics,
geography, available technology)• Tonality• Brand credibility – can you talk to an audience in
this way• Viral motivators – humour, self interest, sex,
topicality, extreme behaviour, charity• Simplicity – best are often the simplest ideas• What is the utility?• Highly commercial channel – few getting it right• Social media creating own viral effect• Cost effective?• Never guaranteed• Message at the mercy of the recipient • Influence v impact
How to use social networking sites in your public relations and marketing – Ged Carroll
Virtual world and online events
How to use social networking sites in your public relations and marketing – Ged Carroll
Events
•Don’t just have to take place in Second life• Consider practical use of web 2.0 tools to support on and offline events•Capitalise on existing events •Live blog from events (e.g. blogging4business)•Videos and podcasts before and after event to extend impact of programme• Tagged event photo galleries on Flickr
How to use social networking sites in your public relations and marketing – Ged Carroll
Competitions
Branded coverage on 3rd party sites in return for prize with a perceived value
• Can be promotional or editorial• Criteria: minimum prize value, length of
competition, copy / branding• Live link offered to campaign or org. web
sites• Product/brand/company photography and/or
logo can be used• What measurement statistics will be
provided• How prize fulfilment works• What prize terms and conditions required
How to use social networking sites in your public relations and marketing – Ged Carroll
Advertorials
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Commercial and editorial teams generally involved in set up
• Advertorials work very well in an online environment, especially when links, full ROI measurement, opt-in user data, or agreed user reach required
• Important to establish objectives at outset with site
• 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
• Examples of advertorial content include:
• Branded surveys/polls with incentive to link out from hosting site
• Editorial where a greater emphasis on message control required and subject matter very commercial, e.g. new brand variant launched
How to use social networking sites in your public relations and marketing – Ged Carroll
Infographics•Interactive visual applications or web pages • Add visual support to a campaign, e.g. BBC’s British History Timeline • Powerful tools which can tell complex stories• Excellent ‘social objects’ and offline media materials• Can create viral effect with consumers• Ensure you publish URL in media materials and link to SEO and relevant pages on supporting web site
Picture by Pseudo Placebo
How to use social networking sites in your public relations and marketing – Ged Carroll
RESULTS
Within 3 weeks WE… • Targeted more than 343 influentials via three digital press releases• Incorporated aggressive SEO that increased
impressions and clicks by 20 percent• Conducted blogger outreach that resulted in at least
338 blog posts• Executed a Twitter viral campaign that created
25,000 followers• Contacted 290, 400 people via LinkedIn• Garnered more than 9, 500 views on YouTube and
UStream.TV
NEEDThe United Nations (UN) engaged Waggener Edstrom Worldwide (WE) to provide global digital strategy, social media counsel and public relations consultancy in support of the UN Millennium Campaign's "Stand Up and Speak Out" event on October 16-17, 2007.
The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to the Millennium Development Goals, specifically to work toward the eradication of poverty worldwide by 2015.
APPROACHGlobal scope demanded an innovative approach to unifying audiences across the world via their individual Internet engagement points. Given the variety of mediums and 3-week timeline, WE drafted an integrated communications plan, vested in top social media opportunities, that was strategically and quickly executed.
The United Nations Stands Up Against Poverty
How to use social networking sites in your public relations and marketing – Ged Carroll
Now it’s your turn
.
How to use social networking sites in your public relations and marketing – Ged Carroll
Online reputation management
How to use social networking sites in your public relations and marketing – Ged Carroll
Identifying your conversationalists and reputation team
Reactive and proactive social media and online engagement• Crisis management• Internal and external stakeholders not just staff• Need to include agencies - Search, PR, DM etc
•Your reputation audit will have ID’d staff using UGC/social media and key external advocates, partners etc• Internal audit to ID your best conversationalists?
– Are they marketing/communications/PR staff/agencies
– Senior management– Do they come from other
parts of the business, e.g.. field sales, customer service, web development etc?
People tend to trust ‘people like us’ – Edelman Trust Barometer
How to use social networking sites in your public relations and marketing – Ged Carroll
Typical reputation management roles
• Contextual strike teams• Information holders• Defenders• Conversationalists• Expert commentators• ‘Technical’ specialists • Campaign based teams• Legal specialists
Picture by ktylerconk
How to use social networking sites in your public relations and marketing – Ged Carroll
What’s your plan?
• What do you want to influence• When will you respond• How will you cultivate
authenticity• What information is currency• How will you personalise
conversations• When will you involve legal
personnel• Draft procedures and protocols
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How to use social networking sites in your public relations and marketing – Ged Carroll
Each team member should be sure of their role and responsibility• How they will receive information• Rules of engagement• With whom • Through which media • Information timings – embargos• Exclusivity of information•Who they report to – chain of command and who is ultimately responsible and will support them if required• SLA•What is in it for them • Acceptable tone• Measurements and success criteria
Picture by chrisamichaels
How to use social networking sites in your public relations and marketing – Ged Carroll
Strategies for managing unfavourable comments and opinions• Is it true?• If so, what are you doing about it?• If so, put criticism in context• Is it on influential site – assess and
rank site• Who is the detractor – are they
influential• Are others commenting• Is it affecting search ranking• Assess seriousness of attack – this is
where you should get legal advice
How to use social networking sites in your public relations and marketing – Ged Carroll
Strategies for managing unfavourable comments and opinions
• Act quickly – the truth will out but ensure others don’t tell your story
• Involve lawyers as safeguard –mentioning this can get instant results
• Get the facts straight• Consider message, conversationalist and channels that
will be used• Review procedures/protocols and mobilise the team
members• Humour and self deprecation can help• Be candid and declare your interest• Be brief, to the point and transparent• Consider using combination offline media and PPC, e.g.
Google Adwords• Keep all email, phone and meeting records relating to
issue
How to use social networking sites in your public relations and marketing – Ged Carroll
Bad Phorm
Phorm does behavioural advertisingIt records all the web pages that you visitThe company didn’t respond fast enough•UK and US government investigations ensued•Partners pulled out of business relationships •Sustained organised badvocates•Mainstream press coverage in The Guardian, The New York Times
How to use social networking sites in your public relations and marketing – Ged Carroll
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Personal online engagementNot just your brand it’s your people
How to use social networking sites in your public relations and marketing – Ged Carroll
IP Issues
• Give online users the opportunity to use your IP where relevant in a legitimate manner
• Image resource library and licence • Outline what ‘fair use’ means• Be clear in plain language what your
trademarks are• Be polite and unthreatening in your
communications with offenders• If you are still struggling with
compliance go direct to the ISP or platform owner
• Don’t put anything in writing that you wouldn’t want to see published
How to use social networking sites in your public relations and marketing – Ged Carroll
O’Reilly Publishing & Web 2.0
• CMP Media with the knowledge and approval of O’Reilly Media legaled NFP IT@Cork
• Hue and cry break outs in the blogosphere over the course of 3 days
• O’Reilly Media step in and pick up the phone to Tom Rafferty and agree that Rafferty can use the web 2.0 descriptor
How to use social networking sites in your public relations and marketing – Ged Carroll
Further reading
Collected papers and essays by danahboydNotre Dame University: Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A BarabasiOECD whitepaper on user-generated contentDigital Natives Programme by Berkman Center for Internet & Society at Harvard Law School
The Long Tail: why the future of business is selling less of more – Chris AndersonGroundswell by Charlene Li & Josh BernoffWikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D WilliamsThe Cluetrain ManifestoHow to use Digg -What I readGoogle’s keyword tool
How to use social networking sites in your public relations and marketing – Ged Carroll
Online press release distributionPressbox - free
• PRWeb
• PR Newswire
• Internetwire
• Businesswire
• Sourcewire
• Realwire
• E-consultancy for digital releases
How to use social networking sites in your public relations and marketing – Ged Carroll
Thanks for your time
I hope the course was insightful, informative and helpful.
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