Online strategies for Public Relations agencies - For Start up's and Grown up's.

1. Building and Online Presence Plan
2011-12

2.  Identify Top PR in India and study their Online engagement activities
 Create a completive analysis on Indian PR agencies and their presence on
Social Media channels
 Identify Best Practice
 Develop a SWOT analysis and build an Online/Social presence strategies
around the analysis

4.  Marketing - Reaching out our Target Audience online
 Lead Generation – Set up an inbound lead generation process that
drives enquiries
 Networking & Collaboration – Connecting with influencers and
prospects alike and creating conversations beneficial to objectives
 Public Relation – Staying connected with stakeholders through 2 way
dialogs on various online platforms
 Thought Leadership – Position as leaders through insightful
engagement on online platforms
 Loyalty Building – Creating loyal followers through consistent
conversations across online channels
Now that we know how Getting Online will benefit
agencies – Let‟s see what other agencies are doing
online.

6. Competitive Research Findings
Best Practices on Facebook, Twitter, Linkedin, YouTube & Blog

7. Activities on Facebook
Fans Message Likes Comment Landing Careers Discussion Polls Notes
Frequency s /Post Page s
GBM 534 1 3/4 3 Yes Yes Yes No No
Hanmer 492 1 10/15 8 to 10 Yes No No Yes No
MSL alternate
day
20:20 306 1 in 10 5-10 1 to 2 No No No No No
MSL days comment
s
Best Practices
• 1-2 Posts Per day
Good utilization of tabs incl. “Work
for us” tab
• Reciprocal “Likes”
• Decent Landing Page
• Use of Polls
• Facebook based applications
(forms, Jobs etc)

8. Activities on Twitter
Followers Following Daily Message @Reply Link Tracking
Frequency Frequency
2020 MS&L 1715 521 1 to 10 per day 2 to 3 replies Bit.ly
but not on
regular basis
Text 100 1269 594 1 to 4 per day Most active on Ow.ly
but not on replies
regular basis
Edelman 1253 512 1 to 4 per day 2 to 3 per Month Bit.ly
Best Practices
• 1-7 Tweets Per Day
• Extensive use of # tags (#PR)
• Very active in replying and
mentioning people/companies
• Active use of ow.ly (hootsuite) –
measuring link clicks

9. Activities on You Tube
Videos Subscribers Subscriptions Channel Views Upload Views
Edelman 60+ 228 9 21750 60911
MSL Group 22 110 NA 3078 2386
Best Practices
• Regular cross promotion of videos
• Regular comments
• Highly Optimized Videos

10. Activities on Blogs
Posts/Mont Topics Community Guest Newsletters RSS SMO
h Covereed Integration Bloggers
Text 100 15 PR, Analytics, Yes Yes Yes Yes Yes
(USA) Social Media
and News
Genesis BM 3 Communicat No Yes No Yes Yes
ion & CR
Best Practices
• Weekly Blog posts
• Optimized Articles
• On Page SEO
• Off Page SEO
• Guest Articles
• Blog Links
• Comments
• Cross Promotion

11. Activities on Linkedin
Co.Profile Groups Twitter Blog Slideshare Followers
Integration Integration Integration
Elelman Yes Yes Yes No No 11091
Adfactors Yes Yes No No No 462
Best Practices
• Create Groups (PR, Digital PR,
ORM)
• Participate in the groups
• Social Media Optimization
• API integration on the Website

12. Activities on Slideshare
Company Presentat Documen Post Views Share Pro Followers Following
Profile ions ts Frequenc Total feature Account
Uploaded Uploaded y/month
Edelman Yes 33 9 1 6000+ Yes Yes NA NA
Hanmer Yes 0 13 1 to 3 1300+ No No 33 1
/2020
Best Practices
• 1 Upload per month
• Presentations on Current Topics
• Share Docs
• Share Videos

13. Building an Online Strategy

14. STRENGHTS WEAKNESS
1. Strong Brand Presence 1. No Website
2. Presence in Indian Market 2. No Social Presence
3. ORM expertise 3. No Online lead generation mechanism
4. Well defined services 4. Account Managers not very social media savvy
5. No 3rd party vendors for digital activities
6. No case studies to showcase work done so far
OPPORTUNITIES THREATS
1. Competitors not very evolved when it comes to online 1. Cost of using propriety tools are very high
presence 2. Competition within PR agencies is very High
2. Availability of range of ready to use web tools 3. Competition with Digital Agencies
3. Social Media with PR angle 4. Cost of operations
4. Build Low Cost Technology 5. No In-house support (technical)
5. Increase in Social Media Marketing Demand 6. We do not have defined set of services
6. Decent pool of existing clients 7. Account Managers not online/social media savvy
7. ORM based pitches
8. Decent pool of propriety tools

15. Strengths (S) Weaknesses (W)
 SO Strategies  WO Strategies
Opportunities
(O)
 ST Strategies  WT Strategies
Threats
(T)

16. WEAKNESSES OPPORTUNITIES
1. Competitors not very evolved
1. No Website
when it comes to online presence
2. No Social Presence
2. Availability of range of ready to
3. No Online lead generation
use web tools
mechanism
3. Social Media with PR angle
4. Account Managers not very social
4. Build Low Cost Technology
media savvy
5. Increase in Social Media Marketing
5. No 3rd party vendors for digital
Demand
activities
6. Decent pool of existing clients
6. No case studies to showcase
7. ORM based pitches
work done so far
8. Decent pool of propriety tools
1. Build Online Presence (Website, Social Networks, Blogs and Landing Pages)
2. Get Managers to read and/or contribute to the Social Networking activities
3. Project your agency as thought leaders in ORM, Digital PR and Social Media
4. Create a Lead Generation Engine through Online presence, White Papers and
Webinars

17. Communication, Plan,
Framework & Ecosystem

18. Suggestions: Facebook Activities
Planned Activities Next Steps
• Build a Landing Page • Design the Facebook page
• Integrate Social Media • Collect videos and other content to be
• Integrate Blogs, Real time tweets displayed on the page
• Videos • Plan content for 2 months (Polls,
• Enquiry Form Messages, articles etc.)
• Contests • Plan content for the Facebook Page
• Case studies (Services, Locations, Case studies, awards
• Daily updates etc.)
• This activity needs to be supported by
Frequency of Activities content and the Newsletter teams
Costs
Minimum 1 message per day
Poll of the week (Weekly Poll) • Designing the official CVWS page
• Hosting the page

19. Suggestions: Twitter Activities
Next Steps
Planned Activities
• Design a branded background for our
• Reputation Management based Twitter handle
knowledge sharing • Plan messaging strategy
• Best of twitter 3rd party tools • Plan Reciprocal Linking Strategy
• Link monitoring • Execute Twitter strategy
• Reciprocal linking
• Optimal use of Twitter API in other Costs – No Costs for setting up Twitter
social networking sites we create
(Blog, Facebook & Linkedin) Creating # tags
Frequency of Activities Create #tags for cvws on particular days
• Eg: #ormonwednesday – push messages
• Minimum 5 message per day on this hash tag every Wednesday
• Regular @Replies • #FollowFriday – We follow people only
• Regular Follows based on Keyword on Fridays and mention them
Search • We create such #tags and use them on
regular basis
Twitter SEO
• List our twitter account on most popular Twitter
directories
• @mentions with shortened URL‟s
• Tools – Klout will be used to monitor our
progress on Twitter and Hootsuite for
creating/measuring URL clicks

20. Suggestions: You Tube Activities
Planned Activities Next Steps
• Start the channel with 4-5 videos • Set up You Tube channel
• Each video will be optimized for • Design the You Tube page
search engines • Collect videos and other content to be
• Reciprocal linking displayed on the page
• Cross promotion of videos across • Plan content for 2 months (Video Tags,
all social networks Messages etc.)
• Personalized Backgrounds
Frequency of Activities
• Minimum 2 videos to be uploaded Costs – No Costs for setting up You Tube
every month account and designing the Page
• Communicate with Subscribers and
follow like minded channels

21. Suggestions: Blog Activities
Planned Activities Next Steps
• Each blog post will be optimized • Set up a blog sub domain
(On Page and Off Page) • Design a blog template
• Blog submissions to 50+ • Finalise blog content categories
submission sites • Plan content for 2 months
• Guest contributors • List out potential Guest Bloggers (WS
• Branded blog template International)
• SEO friendly – Improved rankings on • This activity needs to be supported by
Search Engines Content teams and other branches
• RSS
Costs
Frequency of Activities • Blog template design
• CSS and coding to personalise the blog
• Minimum 1 Blog post per week • CMS Tweaking
• Communicate with Subscribers and • Blog Hosting
start a process of reciprocal linking
by commenting on other blogs
(Corporate and Individual bloggers)
• Blog SEO (On Page and Off Page)
• Social Bookmarking

22. Suggestions: Slideshare Activities
Planned Activities Next Steps
• Start with 1-2 • Set up a slideshare account
Presentation/docs/videos on our • Design a background
official channel • Source presentations (2 minimum)
• White Papers and Research • Plan content for 2 months
uploaded on the account • This activity needs to be supported by
• Videos to be shared on the account content teams and other branches
• Paid account (preferably)
Costs – Only Cost involved is the „Pro‟
• SMO (Blog, Linkedin and Facebook)
Account
Frequency of Activities
Presentations & Documents to be uploaded
• Minimum 1-2 presentation per
month 1. PR/ORM based trends
• Communicate with Subscribers and 2. Research
start a process of reciprocal linking 3. Training session (snap shots)
by commenting on other 4. White papers
presentations (Corporate and 5. Case studies
Individual bloggers) 6. Videos

23.  White Papers – 4 White Papers/year
 Webinars – 1 Webinar in 2011- 2 in  Claim all offices on
foursquare
2012
 Set deals (e.g: coffee and
 Landing Pages (Service Specific) consultation/free white
 Website Search Engine Optimization paper)
 Mobile App and Newsletters on ORM  Create a Page on foursquare
 Facebook Integration of
checkins (more for
workplace motivation +
internal contests)
 Quora and other
Communities online

24. Social Media Framework
Channel & Community Enable
Functional Areas Value Creation through Conservations
Integration
Listen
Marketing
Community
Interaction Extract Value
Respond and Build Trust
Branding
Influence
Community
Collaboration
Collaboration
Service
Content
Syndication
Sales
Community
Creation

25. Online Ecosystem in 6 Months Post Implementation

27. MONTH 1 MONTH2
WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK
1 2 3 4 1 2 3 4
Platform
Selection/Account
Creation
Survey Questions
Finalization
Facebook/Twitter/You
Tube /Blog
Personalization
Content Planning and
collection
White Paper
Preparation
Announcement and
Launch with Free WP
give away

28. Potential Costs
Hosting Fixed Annual
Facebook
Page Design Fixed One Time
Page Hosting Fixed Annual
Page Maintenance Variable Project based
Blog
Template Design Fixed One Time
Template Coding Fixed One Time
Hosting Fixed Annual
Tools
Survey Forms Fixed Monthly
Radian6 Fixed Monthly
Hootsuite Fixed Monthly
Swix Campaign Manger Fixed Monthly

29. Thank you for visiting
my presentation!
All the very best with
your social media
strategy!!