8. Traditional News Cycle
Journalist The Story
Proactive
•Sources
•Research
•Interviews
Reactive
•PR news releases
•Events
•Agenda
•Other news media
Your
Audience
News is
•Controlled
•Follows a procedure
•Limited Audience response
9. Current News Cycle
Journalist The Story
Proactive
•Sources
•Research
•Interviews
Reactive
•PR news releases
•Events
•Agenda
•Other news media
Your Audience
Blogs
Twitter
SMS
Video
SM
News is :
•Immediate
•Conversational
•Less controlled
•Wide Sources
•Engaged
Search Tools
Google (Web)/ Technotrati /Icerocket (blogs)/RSS feeds
Social Networks
10. Journalist Changing Habits
•Substantiate leads via web
•Go online before contacting press office
•Write headlines optimised for the web
•98% of journalists go online daily
•92% for article research
•76% to find new sources/experts
•73% to find press releases
•51% use blogs regularly
•33% to uncover breakings news or scandal
Source: Middleberg/Ross Survey of the Media. Image www.journalism.com.np/
11. Irish Times Analysis
Twitter
• 33 +
•152 K Tweets
• 46 K Followers
• 12 K Following
• 2.5 K Listed
•25 K Tweets
Blogs
• 12+ blogs
• Fashion to Technology
• Low interaction
Pod Casts
15. New kids on the block
•Emergence of community based and aggregator news sites.
•Rapid content
16. Insights
•Monitoring essential
•Research esp Boards.ie.
•Looking for leads and spokespeople.
•Pushing and discussing the story.
•Taking Twitter comments on air.
•Use as basis for breaking stories.
•Personal insight.
•Splintering of relationships.
•Direct commentary.
•Need to follow, monitor and engage.
19. Our Clients
The Online Explosion
WIKIs
Press release distribution
Online Monitoring
Social Networks
Internal Blogs
Forums
Widgets
Virtual World Events
Social Book Marking
Online Reputation Mgm
Social Search
Dark Blogs
Skypecasts
Webcasts Webchats
Internet Radio
Blogger Relations
RSS Feeds
Forums/Boards Twitter
SEO Press Releases
Mashups
Social Media Releases
Folksonomies
Online Media competitions
Online Surveys
Infographics
Tagged
Photos
Social
Bookmarking
Online Video
20. Traditional PR Vs. Online PR
Traditional PR
•Catch-all materials.
•Structured.
•Media vehicles required.
•Producer driven.
•Pagination restrictions.
•Influencers = journalists.
•Manageable networks.
•ROI difficult to measure.
Online PR
•Tailored material.
•Conversational.
•Conumer owned media.
•Consumer driven.
•No pagination issues.
•Key influencers?.
•Huge networks.
•ROI easier to measure.
21. Online PR Themes
•Advertiser does not control the message.
•Democratisation of communications.
•Blurring of Content producers/Consumer = Prosumers.
•Things happen fast.
•Online content is resilient.
•Online PR happen in an open environment.
26. Building a Strategy
•Overall business objectives.
•Social and Online PR objectives.
•Describe success.
•What you need to succeed.
•How to mitigate the risks.
•Timings and budgets.
•Credibility
•Brand perception
•New products
•Generate sales
•Negative commentary
•Measureable, results, timely
•Link back to business objectives
• Behaviours
• Demographics
• Psychographics
• Goals and messages
per different audience
• Length
• Term
27. What’s next!
Plan
Communication
•Listen/Engage/Monitor
•Content Streams
Channels, Assets, Tactics
•Review tools/Tactics
•Social Currency
•Conversationalists
•Asset creation
•Integrate
Mapping
•Competitors
•Keywords/Key phrases
•ID commentators
•Key SM
•Reporting
Teams and Collateral
•Multi agency
•Multi Department
•Crisis Plans
•SM Guidelines
•Content
•Capability
Evaluate
•Metrics
•Agile
•Map and share
28. Social Media Monitoring
• Who you should monitor
• How to do it
• The tools to use
• What do do with the data
29. Why Monitor?
Find online stakeholders & influencers
Identify where online conversations about you occur
Find existing/emerging trends relevant to your brand
Identify competitors
Identify themes, stories, content for proactive PR and social
media strategy
Start to take part in the conversation & represent yourself to
interested parties.
Represent yourself to people giving out about you.
32. Google Analytics
Code you add to your site, allows you to:
•Measure visits
•What they look at & for how long
•Where they are coming from
•How they are finding you
•Bounce rate:
Measures visit quality. A high Bounce Rate indicates that
visitors aren‘t sticking around
33. Clicky - www.getclicky.com
Subscription service - with Free Trial
Real time monitoring
(Google claims 3 hours lag on Analytics)
More customisable than google analytics
Track specific actions visitors take
Twitter Keyword monitoring
34. Google Keyword Tool
Part of Adwords
Not really a monitoring tool
But gives you a sense of the lay of the land;
online competitor analysis.
Shows local & global searches
New Insight for search function
http://www.google.com/insights/search/#
35. Google Alerts
Get an RSS feeder & sign up for Google Alerts.
Any mentions will pop into your inbox
Specify how often: as it happens, once a day,
etc.
• Free
• Easy to use
• Not very accurate
• Monitor yourself & the
competition
37. Social Mention
socialmention.com
Real time social media monitoring;
offers alerts - like google‘s, but just for social
media
Offers topline figures on sentiment,
Keywords, etc.
Good for the bigger
38. Klout - Klout.com
Shows influence of individual tweeters
Level of activity & Connections
Great way of sussing out online personas
40. Digg & Stumbleupon
Topic based Bookmarking & Recommendation
sites
Allow you to find popular sites & articles
according to topic
Identify influential bloggers in your field
Also allow you to push out your content
41. Paid Services
Radian 6
Blog & Social media monitoring service
Offers multiple data displays
Row feeder
One term for free, exports reports in Excel
O‘Leary Analytics
Bespoke online monitoring & IRISH
42. Most importantly: The social
networks themselves
• Look for people & terms on Facebook
• Use Twitter clients to monitor who‘s DM
& RTing you.
43. Use the data to decide:
Who your audience is
How they find you
Who your key influencers are
Who are your competitors & what are they
doing
What content attracts interaction & engagement
What you want to say & how you can make it
uniquely yours
How you can insert your content into existing
online conversations
What to do with the data?
45. 1. Research & Monitor
Monitoring we‘ve covered….
You need to know your customers.
• Are your customers using social
media?
• Which platforms are they using?
• How do they use them?
• How can you join their
conversation?
What are your competitors doing
online?
46. 2. The Big question
Decide what you want to achieve:
What are you aiming for?
• Raising awareness?
• Winning new customers?
• Retaining existing ones?
• How are you going to measure the
success of your social media strategy?
47. 3. Create Guidelines
You‘re doing away with the media
middleman. Therefore, you need rules &
guidelines to ensure you stay on the
right tracks.
• Tone of Voice
• How to handle interaction
• How to deal with criticism
http://socialmediagovernance.com/policies.php
48. 4. Ensure Adequate Resources
Social media needs to be someone‘s
responsibility. Not the IT guy. Not an
intern. It should be someone with front of
house or marketing experience.
• Who‘s going to be responsible for your
social media campaign?
• Who will create content?
• Who will interact with customers?
• How much time are you going to
devote to social media?
49. 5. Internal engagement
Going social means that your company needs to
embrace ―social‖ inside and out.
Every single employee of yours represents your
company. Whether it‘s actively or passively. Inform
them about your social media strategy.
They can be advocates, active recruiters, brand
ambassadors, etc.
50. 6. External Advocates
Your employees aren‘t your best
supporters - your customers are.
Engage & incentivise them to become
advocates, write reviews, get involved...
Not a Brand economy – It‘s a Fan economy
51. 7. Interaction
If people get in touch with you via social media you
must respond.
If you are faced with complaints, deal with them
honestly. But remember you are doing so publicly.
So BE NICE.
Whether responding to positive or negative
comments, try to give the customer what they want.
52. 8. Contingency
Know what you‘re going to do if
something goes wrong.
Nothing travels faster online than news
of a screw up
Manage your reputation by knowing the
risks, being prepared and nipping any
bad press in the bud.
53. 9. Content is King
Your business has interesting and
valuable information.
Use it IMAGINATIVELY to create
content around issues that your
customers will respond to & pass
on to their peers.
54. 10. Patience
Social media takes:
• Time
• Commitment to your strategy
• Honesty & Fidelity to your customers
• & more time
55. People are bombarded with
messages from media outlets,
friends, brands & businesses.
How can you stand out?
61. Case study: Bacardi Ireland
• 16,351 Likes
• Targeted for 18 -30 year olds
• Driven by online promotion
• & Real world Interaction
• Content that interests target audience;
eg. 7k entries for Electric Picnic Comp
• On Brand messages
• Inline with fan usage of Facebook, re.
Music, photos, video, etc.
• Targeted advertising
62. Promotions
• Facebook has recently changed how it
runs promotions
• Monetising promotions through third
party applications
• No native fuctionality to enter
• No guns, dairy or alcohol as prizes
• No sweepstakes in India or Sweden
64. Some (oldish) figures
75% of twitter users joined in 2009
10,000 new accounts opened per day
35% of Twitter users have 10 followers or
less
9% of Twitter users follow no one at all
10 billion tweets
65. Best Practice
• Interact with your influencers
• Interact with your customers
• Promote your content
• Spread relevant information
• Create your own format
• Crowdsource - ie. ask for help
• Use a Twitter client;
Eg. Tweetdeck, Brizzly or Hootsuite
66. Blog
Your own online presence
Free software & hosting makes it
easy to set up and manage
• Wordpress
• Blogger
• Tumblr
• Posterous
67. LinkedIn
"LinkedIn is the office,
Facebook is the barbecue
in the backyard, and
MySpace is the bar‖, Reid
Hoffman, CEO, LinkedIn
68. • 65+ million users
worldwide
• Average household
income $109,000 USD
• 85,000 new sign ups
every day
• 100,000 Irish members
69. • Trusted as B2B platform
• Professionals use LinkedIn to
build networks
• Connect with business owners
locally and internationally
• Share insight, answer questions,
become a resource
• Self-Promotion &
recommendation
• Advertising also offered
70. Flickr & Pix.ie
Photosharing sites
Great for broadening
your digital footprint
Don‘t tell. Show.
Great for user generated content
which can be reintegrated into
your website. Eg. Guinness
Storehouse
71. YouTube
Second biggest Search engine
Video content is growing
Integration into website and
Facebook pages
Annotations allow for SEO of video
content
Video press release
Think how you can make sticky
video content, eg. Bacardi Ireland
72. Foursquare & Location
Great scope for promotions
Reward regular customers
Users recommend according to
location
Facebook Places on the way
(supposed to be working now)
73. Postling
Postling is a one stop shop
• A dashboard that monitors all social media
presences
• Reports on mentions
• Freemium & Premium offerings
75. Customer relations
Social media is ideal for keeping in contact
with your customers:
• Dealing with issues
• Answering questions
• Informing about new products, services, etc.
• Meteor is a great example.
76. Sales
Social Media lends itself to tactical
campaigns to specific groups:
• Dell on Twitter
• Albion Bakery
77. Brand Engagement
Use social media platforms‘ functionality to
get your audience doing something
• Orange‘s Glastophoto
78. Virtual Tours
Use social media to show your audience around a particular
place
• Ferris Bueller badge in Chicago
• Dublin City iPhone app
Augmented reality app
on iPhone and Android
Tourism providers can add their own content & details
100,000 downloads expected
79. Group Buying
Use social media to gather a critical mass. customers get
cut price deals, brands and businesses get guaranteed
footfall.
• Boardsdeals.ie
• Gap
Gap teamed up with Groupon in August, offering
$50 worth of apparel for just $25 in the US. In
one day, 441,000 groupons were sold.
Resulting revenue = over $11 million.
80. Word of Mouth advertising
Generate Buzz and a groundswell of interest
• Blair Witch Project
• Starbucks Free Pastry Day.
81. Crowdsourcing
Use your audience as a research group:
• Doritos Attack on Westminster
• Mountain Dew Dewmocracy
Forest Whittaker asked for the next
flavour. The winner (called Voltage was
unveiled in 2008.
82. What does a campaign look like?
Ongoing Activity for a typical engagement
campaign:
Monitoring 2 or 3 times per day across all
your online properties.
Responding to any pressing comments as
they arise/as you notice them.
Twitter is an ongoing conversation React in
real time if you can.
Posting on blog according to your schedule.
Eg. Once per day/twice per week.
Analysing Data once per week. Looking for
trends in how people find, use and interact
with your site & social media properties.
Analysing Content once per week to see
how ads, content, etc. are performing
83. Crisis Management
Not so good
•Still page one.
•News site focused.
•Lack of department title tags.
•Lack of initial response page
•Need to build future articles.
Good
•Fast open response. FAQs
•Technical experts.
•Utilised community.
•Post event speaking.
•Established.
85. Before you get there.
•Online Crisis Plan.
•Integrate with established plans.
•Escalation procedures.
•Protocols.
•Legal team.
•Be part of the community.
•Establish SEO flow.
•Early warning monitoring.
•Staff communications.
86. What can you do.•Aggressive SEO.
•Paid search listings.
•Create response page.
•Use similar language/Keywords.
•Respond on same platform/media.
•Link build.
•Build positive stories pipeline.
•Leverage advocates.
•Contact Author.
•Integrate traditional PR.
•Complain to Google.
•Universal search.
•Utilise staff and links
•Be honest.
•Be candid.
•Declare interest.
•Be brief.
•Avoid emotional, heavy
handed, impolite or incorrect.
•Collaborate with credible
sources.
•Know when to stop.
87. Social Media Guidelines
Designed to
•Avoid legal exposure through accidental or deliberate
abuse
•Set ground rules of what is desired of
employers/employees online
•Guide to good etiquette on Social Media
•Sets out key steps for crises and when to escalate
•Advisory to avoid miscommunication and infamy
•Helps brands and companies open and maintain
dialogue
88. Types of Policy Guidelines
These are common sense
If you participate in social media (anything from Facebook to Twitter), please follow these guiding
principles:
•Be nice
•Never Tweet or communicate in haste or in anger
•Humour is subjective
•Stick to your area of expertise and provide unique, individual perspectives on what's going on at your
company, your life, and in the world.
•Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or
offensive.
•Always pause and think before posting. That said, reply to comments in a timely manner, when a
response is appropriate.
•Respect proprietary information and content, and confidentiality.
•When disagreeing with others' opinions, keep it appropriate and polite.
Our rules of engagement for employees and associates
1. Transparency
2. Protection
3. Apply common sense
4. Be nice and treat everyone with respect
5. Write what you know – stick to your area of expertise
6. Responsibility
7. If you make a mistake –
8. When in doubt, do not post or Tweet
9. Flag to the comany
10. You are responsible for your own actions online
11. Give credit when it is due
12. Whatever you post is permanent
13. You represent your company
No
89. Thank you for your time.
Eoin Kennedy,
Slattery Communications,
+353 86 8339540, + 353 1 6614055
Eoin.kennedy@scomms.ie
www.twitter.com/eoink
www.slatterycommunications.ie
www.eoinkennedy.ie/blog
http://www.linkedin.com/in/eoinkennedy
Steve Dempsey,
Slattery Communications,
+353 86 8099317, +353 1
6614055
Steve.dempsey@scomms.ie
www.twitter.com/slattcomms
www.slatterycommunications.ie
http://www.facebook.com/Slatter
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