digital public relations and online reputation management presentation cna
DESCRIPTION
Digital PR and Online Reputation Management and the developing trends as captured by Celestine AchiTRANSCRIPT
Digital Public Relations and Online Reputation Management
New Media Relations = Digital PR
By Celestine Achi
CEO/Chief Digital Marketing Strategist Cihan Group – www.cihangroup.net
Twitter: @cihangroup
The World is Changing
INTRODUCTION
Digital Media: Overview, Delineation, Evolution
Goals, Challenges, Myths & Trends
How it Works: Strategies and Tools
Online Reputation Management: Basics
Tips, Strategies and Tools
Your top 3 take-outs from today...
The World is Changing
The way we work
The way we shop
The way we think
The way we view the world
The way communicate
The way we get information
The way we share information
The way we interact
Communication as we know it today
Internet is for the technologically savvy
Dominated by web designers and developers
Websites are static
Numbers are still limited
Communication is one-way
Users are low
Contents are monotonous
Connection slow
Storage capacity limited
Web 1.0 Web 2.0
From static web pages To dialogue pages
Keeping up isn’t good enough anymore
Explosion in internet usage
More connection, more speed, more storage
Affordable and accessible
Anyone can build a site/blog
People actively participate
User generated content
Websites became dynamic
People can openly discuss and comment
People can share and make it viral
Communications became two-way
Who are the users?
Employees Activists
Managers Guild associations
Customers Communities
Investors Unions
Suppliers Opinion leaders
Retailers Experts
Distributors Media
Regulating bodies Public at large
Everyone is now a media outlet
Source: Ericcson
Ubiquitous Connectivity
Create
Consume
Publish
Interact
Transact
“50 billion connected devices: 2020.”
Everyone is a media outlet Same idea in 100 places has an amplifying effect
All thanks to the Internet
Social + Media Relations
More outlets
Better research
New relationship-building opportunities
Bypass (some) gatekeepers
If you're not quick, you're not relevant
Tech-Savvy Journalists 81% of journalists are on Twitter 75% of them using it for work 91% of journalists believe their reliance on social media has increased 33% of journalists use social media to find sources 80% of journalists believe their newsrooms encourage the use of social
media
As of May 2010. Needs to be updated 1.17 billion internet users worldwide 126+ Trillion the number of blogs 55+ million internet users (32.9%) 20+ million of Social networking users Swift changes being seen in newspaper readership habits Major circulation and ad revenue declines Newspapers testing new tactics (comments, popularity ranking, narrower pages) Five of the top 10 visited websites are social (source: Alexa) 48+ million broadband internet subscribers 110 million mobile subscribers (77%)
Source http://www.internetworldstats.com/africa.htm#id
How Digital is Nigeria
After 100 years, technology enabled new means of communication. Significant broadband penetration helped foster widespread growth of social media and made news an extremely volatile industry.
WHERE DOES ALL OF THIS LEAD TO AND WHY SHOULD PR CARE?
Today's Digital PR: 5 Key Trends
Today's Digital PR: 5 Key Trends In 2015, Social Media will move beyond growth to saturation. This means that digital public relations is changing quickly. Here's a quick look at what social media saturation and mobile growth mean for public relations this year.
Social Media becoming dominant form of online content
1. The social media category as a whole is on the cusp of becoming the dominant form of online content; it accounted for over 26.6% of Internet time in 2012. And this year it is expected to surpass portals as the most engaging online activity. Engagement is the key word there.
2. People are constantly connected and consuming media, which sounds daunting but it is great news for media creators. And now PR professionals are not solely pitching the media, but they too are media creators.
3. Think like PR People and Measure. Leverage the converged media: This means online media formats are converging. "P.O.E.M." (Paid, Owned, Earned Media) is now really the future. (Paid being advertising and sponsorships. Owned being content created by brands/corporations. And Earned being press placements and media partnership). Lucky for PR Professionals, the measurement tools for Owned and Earned are getting better and better. Just look at how much the Facebook Insights product has evolved since it launched.
The future of media strategy and pubic relations professionals can lead the strategy. They have the most experience in strategic communications, cross platform media and rapid response. The future is to think like PR people but measure using the P.O.E.M strategy.
Comscore’s recent social media study
Today's Digital PR: 5 Key Trends
4. Identify and Engage Influencers: These are early adopters with established owned and earned media. PR professionals need get on board with their peeps. Find the people who are most passionate about what you're doing. These are the new “influencers.”
5. An age-old complaint within the PR industry has been lack of budgets and small staffs. That's likely not going to change anytime soon. But there are new ways PR executives can make their small teams more powerful with fewer resources. First, embrace the machine. "Automation" is no longer a scary word – Let your content be findable, shareable, Finally, maximize the media hits you do get. Let it be shared everywhere.
Because, increasingly, if it didn't happen on the Internet, it didn't happen.
Introduction to Digital PR
Today's Digital PR: 5 Key Trends
•
PR offline or on is about building awareness, credibility and goodwill.
It’s about building a presence and gaining the understanding and support of your stakeholders.
PR has always been about creating a favorable operating climate for a company or organization.
Digital PR is no different. It’s about building that presence online and developing strong relationships with all the players in your social graph. The techniques include SEO, content development, social media, online newsrooms, websites, blogs and online media
coverage.
INTRODUCTION!
Digital public relations is a powerful tool that will enhance your corporate communications further, faster, wider, cheaper and more interactive, something that would otherwise be impossible to do in the traditional public relations.
Finally, Digital PR is the ability to… Spread positive and promotional messaging
Control negative and damaging messaging
2013 Digital PR SkIlls
2014 PR Skills
Visual Storytelling: Images, infographics, video scripting, shooting and editing.
Monitoring: Listening to the right conversations
Analysing content: So much more than we used to do with media content, this encompasses analysing the online conversations for tone, sentiment, share of voice and opportunities
Measurement: Gone are the days of fuzzy PR stats. Digital PR measures every click and every outcome. You need to know how to use Google Analytics, social reporting tools and how to set up dashboards.
Get your team familiar with the tools that allow you to effectively produce and distribute excellent PR content GOALS FOR PR
Goals for PR Increase Exposure
Educate Audiences
Improve Positioning
Increase Mind Share
Increase Sales
Obtain Members
Raise Awareness for Mission
Source: Shonali Burke – From WTF to KPI: Measuring the Value of PR
THE ROLE FOR DIGITAL PR
The Role of Digital PR Native advertising is based on storytelling. Who better to tell brand stories than the PR people? We know how to tell stories well. Now we need to learn how to:
Present stories digitally Tell them in 140 characters Add the right visual assets Distribute them online to best
effect Track outcomes
Just as the lines between journalists and bloggers are blurring, so are the lines between advertising marketing and PR. PR is not only about earned media anymore. Learn to master owned media and paid media too.
•
Challenges What happens on the Internet
stays on the Internet – good or bad
It makes your client vulnerable The landscape is changing
everyday Creativity and Out of the Box
thinking is a pre-requisite News spreads like a forest fire
and if not controlled properly, it can kill your brand
Here a crisis can lead to the end of your career, if not handled properly
STRATEGY TO ADOPT FOR CHALLENGES
Strategy
Content
Connection
Interaction
Integration
Tools
Requirements
Creating pages on social networks will get you fans/followers
Creating a group will get you members
Unlike offline PR, online PR does not require a strategy, it is all about sharing stuff online
Like offline PR, online PR cannot be really measured
Busting Myths
TDIGITAL PR TOOLS
AND HOW DOES IT WORK?
IS THERE A TOOLBOX FOR IT?
YES THERE ARE 5 TOOLS
Press Releases(SEO & SEM Optimized)
Media pitches
Social Networking Profiles
Expert Groups, Blogs and Forums
Contributed Articles/Thought Leadership articles
Research Reports
Webinars
Digital Assets ( SEO optimized Videos, Podcasts, Presentations, Photographs)
Search & Social media monitoring (Reputation management)
Digital PR Tool Box
Master SEO Basics - Keyword optimization is the key here.
There has to be constant News content that is ripe for optimization.
Optimizing the content can help the content
rank well in the search engines.
1. SEARCH ENGINE OPTIMIZATION
Engaging influencers and customers to perpetuate a positive brand image.
Identify & empower the brand ambassadors.
Proactive content optimization helps dispel negative image and accentuate what’s positive.
2. SOCIAL MEDIA
Optimizing digital assets with relevant keywords.
Either promoting or submitting to
vertical search engines that can provide
additional exposure to media.
3. DIGITAL ASSETS
Well-optimized and linked blog posts can
rank well in the search engines.
Blogger relations is often more successful
when the company being pitched has its own blog to point to.
4. BLOGGING
Why Blogger Relations?
• 89% of journalists research story ideas on blogs
• Social media and blogs dominate Nigerians' time online (23%)
• Social media grew 122% year-over-year
Is blogs a threat to journalism?
Social: mine new ideas, keep tabs on competitors, identify brand ambassadors and address any negative press quickly and directly.
Search: news optimization efforts and provide insight into search
traffic effectiveness.
5. SEARCH & SOCIAL MEDIA MARKETING
Social Amplifies Media Coverage
OWN YOUT OWN STORY
• Social media release
• Add social sharing to the launch timeline: – Facebook and Twitter “drip” campaigns
– Identify when & how news can be shared online
– Provide sample posts
– Internal communication is critical
• Coordinate with high-profile supporters
• Update closed/secret Facebook groups
• Monitor online conversations on FB, Twitter, Quora, blogs, etc. Respond as appropriate.
Digital PR checklist
Digital PR = Engage, Involve, Collaborate
DIGITAL PR CHECKLIST Decide on what is the objective of your Digital media
campaign. Is it creating awareness or lead generation?
Depending on your objective, select the digital channels that would be relevant to achieving your goals
Understand what motivates people to follow brands on these channels, your campaigns for each of these channels should be customized to meet the needs of your target audience. The reason why people follow a brand on LinkedIn is different from why they follow on Facebook
Be creative in your approach and plan on sustaining the momentum
DIGITAL PR CHECKLIST Decide on what kind of collaterals you will need Create your Content Strategy Use your social networks to follow your target
media, to understand what they like to write about, what story angles intrigue them and how best can you pitch to them
In addition to your traditional mediums like emails, use social networks like twitter to pitch to your target media
Social networks are great for building relationships. Focus on the relationship and not on marketing to an individual, rest will follow
Online media is about give and take and not just for telling your side of the story always
What’s Your Content Strategy?
Don’t Leave Content To
Chance. Develop a Content
Repository System
WHAT IS DIGITAL PR WITHOUT ORM
ONLINE REPUTATION MANAGEMENT
People are going to talk about your business, whether that conversation is positive or negative can come down to how involved you are in those conversations.
Online reputation is quickly becoming as important, if not more so, than real world reputation since the internet makes a lasting impression and creates an on-going record for people to view over and over again.
If a business fails to cultivate a positive online image they are likely to suffer from it. Cultivating digital conversations requires proactive involvement and unique digital public relations skills with a unique optimization understanding not familiar to most traditional PR experts.
Do You Know What People Are Saying
About Your Business Online?
Online reputation management (or monitoring) is the
practice of monitoring the Internet reputation of a
person, brand or business, with the goal of suppressing
negative mentions entirely, or pushing them lower on
search engine results pages to decrease their visibility.
Wikipedia Definition
ONLINE REPUTATION MANAGEMENT: DEFINITION
Online reputation management: What are you already doing?
Your Prospects Are Online Your Competitors Are Online Your Customers Are Online
… That Includes Your UNHAPPY Customers
IDENTITY VS IMAGE
WHY IS ORM IMPORTANT TO THE DIGITAL PR PROFESSIONAL?
WHAT ARE PEOPLE SAYING ABOUT YOUR BUSINESS
NEGATIVE EFFECTS OF ORM
LISTENING: AN INTEGRAL PART OF DIGITAL PR
Bad Customer Experience
Unresolved Customer Issues
Bad Reputation
HOW TO MAINTAIN YOUR ORM
NEGATIVE ORM
MAINTAIN YOUR REPUTATION
Manage Your Digital Footprint Be PROACTIVE instead of REACTIVE Monitor Online Conversations About
Your Business Respond and Interact with Consumers
Online Create and Distribute POSITIVE
Content Regularly Understanding the mechanisms
through which content and search define your organisation’s reputation
Designing monitoring systems to deliver intelligence about your reputation in social media
Influencing what Google says about you including the science of SEO
Creating engaging Web content designed to catch the attention of Google, including online news releases
Design a content strategy for your organisation Give adequate provision of timely and helpful information
Online reputation management basics: Can reputation really be managed?
Crisis response using social media 1. Scramble your Rapid Response Crisis Communications team, and alert senior management to the crisis that is unfolding 2. Go public as soon as possible by making your crisis blog live and visible with latest information, updates and instructions; promote with Google Ads 3. keep information true, helpful and brief, explain how you are resolving the situation, respond to legitimate questions honestly - this is not the time for spin. 4. Be Responsive and Responsible 5. Update staff on the situation, and on any changes to traditional and online communications during the crisis 6. Reach out to key online contacts (bloggers, journalists, page/forum moderators)by email and text with a personal message and a latest update, pointing them to your crisis blog 7. Pay particular attention to monitoring your reputational health (e.g. NPS) post-crisis
WHAT WORKS
What works 1... Expectation-beating experiences:
Reputation Management = Experience Management “80% of variation in reputation is accounted for by the degree experience beats expectations”- (Weber Shandwick Research 2009) 2...Managing visibility Google loves Social Media 3... Real-time information service (crises) WHAT TO MONITOR
Reputation management basics:
website popup / online survey online sentiment monitoring software reach of mentions (Net sentiment (positive - negative mentions) Google Alerts What to Monitor Organisation name Online Conversations Trademarks Key personnel Sector issues Key competitors / partners
SUMMARY
Set up an alert
• I set up a notification system with Google Alert to notify you of postings related to your name.
Mobile: 08037197175. Email: [email protected]