Course document for one day course for PR execs on integrating Web 2.0 participatory media tools into Public Relations

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PR 2.0
Future-Proofing
Public Relations
Pinnacle Trainer
Dr Paul Marsden
paul.marsden@clickadvisor.com

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Your Pinnacle Trainer - Dr Paul Marsden
Author, Consultant, Researcher

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What we’ll cover today...
Participatory Media Micro Blogging
Executive Blogs Influencer Outreach
Read / Write User Generated Content
Mobile Web 2.0: Web Apps Idea Blogs Blogs & RSS:
A Primer for PR Execs Web 2.0 News Release & Wire
Flogs Live Streaming
Cloud Computing
Interactive Expert Blogs
Mind Streaming
True Multimedia
PR 2.0
Astroturfing
Social Tagging Photo Sharing
Social News Video Sharing Social Networking Crowdsourcing
Open Innovation
Social Media & Social Networking: PR 2.0:
Aggregators
Web 2.0 Syndication & Contact Book The Future Co-creation
File Sharing Slide Sharing Applications
Social Bookmarking Advisory Boards
Wikis

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Web 2.0:
A Primer for PR Execs

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What is Web 2.0?

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What is Web 2.0?

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Web 2.0 / The Participatory Web

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Web 2.0 / The Participatory Web

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Web 1.0 Web 2.0
Publishers Publishers
Web 2.0
Audience Audience
Web 2.0 / The Participatory Web

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Web 2.0 / The Participatory Web / Where’s the Mouse?

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Web 2.0 puts YOU, the user in control

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And coupled with mainstreaming of Web access...

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“To find something comparable you
have to go back 500 years to the
printing press, the birth of mass media.
Technology is shifting power away
from the editors, the publishers, the
establishment, the media elite. Now it’s
the people who are taking control.”
Rubert Murdoch
We have a Web 2.0 media revolution on our hands

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So what for PR?
7 Implications

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Online PR / Managing what others
say about you online
Online Marketing / Managing what
you say about yourself online
The fundamentals stay the same...

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WOULD YOU
RECOMMEND
US?
1 / PR matters more than ever because what others say
about you is more important than what you say about yourself

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How likely would you be to recommend us?
0 1 2 3 4 5 6 7 8 9 10
10
Detractors Neutrals Promoters

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“A 12% increase in NPS correlates
to a doubling of growth”

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1 / PR matters more than ever because what others say
about you is more important than what you say about yourself

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1 / PR matters more than ever because what others say
about you is more important than what you say about yourself

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1 / PR matters more than ever because what others say
about you is more important than what you say about yourself

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2 / But our PR contact book needs to be updated to include
a new generation of media influencers

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3 / We need to befriend Google, the world’s reputation
management system - and tomorrow’s PR metric

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Die Press Release! Die, Die, Die!
Tom Foremski - Financial Times
4 / We need to embrace Web 2.0 interactivity

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5 / And go beyond the written word

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“Something remarkable is worth talking
about. Worth noticing. Exceptional. New.
Interesting. It’s a Purple Cow. Boring
stuff is invisible. It’s a brown cow. …
Remarkable marketing is the art of
building things worth noticing right into
your product or service.”
Seth Godin
6 / But it’ll be what we do, not what we say that matters

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7 / PR evolving from messaging to igniting conversations

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Workshop Activity
Thinking about Web 2.0, what’s the one
thing you’d change about how you do PR?

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Blogs & RSS:
Web 2.0 News Release & Wire

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The Web Log
News Release Platform
Online interactive news page (“web log”)
Today’s news release
Personal and/or professional news
Personal perspective (editorial style)
Easy to set up and use (70 million+)
Readers can comment on stories (“posts”)
Readers can subscribe to updates
Organised, searchable and archived by story
Supports multimedia content
Linked together into communities
Google loves them

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The Web Log
News Release Platform
Online interactive news page (“web log”)
Today’s news release
Personal and/or professional news
Personal perspective (editorial style)
Easy to set up and use (70 million+)
Readers can comment on stories (“posts”)
Readers can subscribe to updates
Organised, searchable and archived by story
Supports multimedia content
Linked together into communities
Google loves them

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The Web Log
PR Uses + Tech Resources
PR Uses Tech Resources
Communicating news online Wordpress / Blogger
(www.wordpress.org /
Establishing expertise in your field
www.blogger.com)
Demonstrating thought leadership
MovableType
Engaging constituents (www.movabletype.com)
Interacting with stakeholders Posterous (www.posterous.com)
Putting a human face on Google Blog Search
organisation (www.blogsearch.google.com)
Engaging blogger community Google PageRank
Managing crises (www.toolbar.google.com)
Technorati (www.technorati.com)

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Variations on a Blog Theme: The Corporate News Blog

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Variations on a Blog Theme: The Executive Blog

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Variations on a Blog Theme: The Idea Blog

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Variations on a Blog Theme: The Idea Blog

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Variations on a Blog Theme: The Idea Blog

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Variations on a Blog Theme: The Idea Blog

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Variations on a Blog Theme: The Idea Blog

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Pitching Bloggers
An Effective 5-Point Plan
Get a blog - and post your story to it
Use Google Blog Search/Google PageRank to identify
influential blogs around your keywords
Contact bloggers directly by email (use IM/blog
contact form to make first contact) with link and short
summary of your post, referring to one of their posts
relevant to your story
Offer a new angle to your post and include multimedia
links (Don’t send/attach PR SPAM (aka a Press
Release)) - offering incentives is ok
If you don’t get a reply, post a public comment to a
relevant post on their blog with a link to your story

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Responding to Bloggers
An Effective 5-Point Plan
Know they are there and monitor with
google alerts and/or monitoring service
(e.g. Radian6 / Scoutlabs)
t
Contact author directly by email (use
a figh ys
contact form to make first contact), thank ick bu
r p w ho rrel
them for their interest - offer new facts/ N eve m an ba
h a t he
materials/new angle for a followup post wit nk by ain
h is i Mar k Tw
Add a response to your site
If you don’t get a reply, post a comment to a
relevant post on their blog with a link to your
story
Be polite and conversational - do not be
aggressive, and don’t threaten

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RSS
The Newswire for the Web
Really Simple Syndication
The Web’s newswire solution
New fast way to get web content
Subscribe to news updates (feeds)
Receive all site updates in single place
Offer news updates from your site
Email client / browser based news reader

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RSS
The Newswire for the Web
Really Simple Syndication
The Web’s newswire solution
New fast way to get web content
Subscribe to news updates (feeds)
Receive all site updates in single place
Offer news updates from your site
Email client / browser based news reader

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RSS
PR Uses + Tech Resources
PR Uses Tech Resources
Monitoring news efficiently and Feedburner (podcast feed)
conveniently (www.feedburner.com)
Offering (custom) user friendly Wordpress (www.wordpress.org)
news/information feeds to
constituents

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A
Kn stro
ow tur
the fing
Ris
ks
More Variations on a Blog Theme: The Flog

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More Variations on a Blog Theme: The Flog

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More Variations on a Blog Theme: The Micro Blog

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More Variations on a Blog Theme: The Micro Blog

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More Variations on a Blog Theme: The Micro Blog

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The Micro Blog
PR Uses + Tech Resources
What it is... PR Uses
Short SMS style news (text) Live coverage of events
updates (tweets) Announcements
“Mass” opt in short messaging Crisis management
service
Calls to action
Users “follow” by subscribing
to feed Tips / Advice
Web/Mobile/IM to Web/ Tech Resources
Mobile/IM Twitter (www.twitter.com)
Also known as “lifestreaming” / Friendfeed (feed aggregator/
“mindcasting” reader) (www.friendfeed.com)

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The Micro Blog
PR Uses + Tech Resources
What it is... PR Uses
Short SMS style news (text) Live coverage of events
updates (tweets) Announcements
“Mass” opt in short messaging Crisis management
service
Calls to action
Users “follow” by subscribing
to feed Tips / Advice
Web/Mobile/IM to Web/ Tech Resources
Mobile/IM Twitter (www.twitter.com)
Also known as “lifestreaming” / Friendfeed (feed aggregator/
“mindcasting” reader) (www.friendfeed.com)

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The Micro Blog
PR Uses + Tech Resources
What it is... PR Uses
Short SMS style news (text) Live coverage of events
updates (tweets) Announcements
“Mass” opt in short messaging Crisis management
service
Calls to action
Users “follow” by subscribing
to feed Tips / Advice
Web/Mobile/IM to Web/ Tech Resources
Mobile/IM Twitter (www.twitter.com)
Also known as “lifestreaming” / Friendfeed (feed aggregator/
“mindcasting” reader) (www.friendfeed.com)

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More Variations on a Blog Theme: The Video Blog/Podcast

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More Variations on a Blog Theme: The Video Blog/Podcast

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More Variations on a Blog Theme: The Video Blog/Podcast

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The Video Blog / Podcast
PR Uses + Tech Resources
What it is... PR Uses
Video/Audio blog content Communicating news online in
multimedia format
Downloadable
Establishing expertise in your field
Syndicated
Adding value to your offer
Users subscribe
Event coverage
Open format
Branded entertainment
Device-agnostic
Contemporary alternative to White
Alternative to broadcasting
Paper
Livecasting (live podcast)
Tech Resources
iTunes (podcatching client)
(www.itunes.com)

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The Video Blog / Podcast
PR Uses + Tech Resources
What it is... PR Uses
Video/Audio blog content Communicating news online in
multimedia format
Downloadable
Establishing expertise in your field
Syndicated
Adding value to your offer
Users subscribe
Event coverage
Open format
Branded entertainment
Device-agnostic
Contemporary alternative to White
Alternative to broadcasting
Paper
Livecasting (live podcast)
Tech Resources
iTunes (podcatching client)
(www.itunes.com)

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Workshop Activity
Come up with three ways your PR
department could use blogging technology
to help achieve its core PR objectives

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Social Media & Social Networking:
Syndication and Contacts

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Workshop Activity
Let’s begin with a game, imagine you are PR
manager for Coca-cola or Mentos. Watch
these videos, and share with the group what
you’d do

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Workshop Activity
Let’s begin with a game, imagine you are PR
manager for Coca-cola or Mentos. Watch
these videos, and share with the group what
you’d do

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Workshop Activity
Let’s begin with a game, imagine you are PR
manager for Coca-cola or Mentos. Watch
these videos, and share with the group what
you’d do

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Workshop Activity
Let’s begin with a game, imagine you are PR
manager for Coca-cola or Mentos. Watch
these videos, and share with the group what
you’d do

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Coke + Mentos PR challenge
Mentos Coke
R
"We are tickled pink by it," says "We would hope people want to
P
e
R
Pete Healy, vice president of drink [Diet Coke] more than try
t
P
a
L
marketing for the company's experiments with it," says Coke
r
O
o
R
b
U.S. division. The company spokeswoman Susan
T
a
N
l
spends less than $20 million on McDermott. She adds that the
O
l
C
o
U.S. advertising annually and "craziness with Mentos ...
C
D
N
d
estimates the value of online doesn't fit with the brand
A
n
a
d
buzz to be "over $10 personality" of Diet Coke
n
t
a
c
million.” [Mentos capitalised on
m
e
n
m
n
this by sponsoring a “Mentos
o
o
C
C
geyser” video competition]

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Two years later...

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Media just went “social”
Media sharing sites have transformed the people formally know as the
audiences into...
Broadcasters Editors Reviewers Experts
Journalists Publishers Archivists Network Owners

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Social Media
Media syndication service
Umbrella term for media sharing
Includes blogs, media sharing
platforms, and wikis
User generated content
User editing
User contributions
User voting/rating
User commenting

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Social Media
Media syndication service
Umbrella term for media sharing
Includes blogs, media sharing
platforms, and wikis
User generated content
User editing
User contributions
User voting/rating
User commenting

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Social Media
Media syndication service
PR Uses Tech Resources (ctd)
Establishing Thought Leadership Bookmark sharing
(www.Delicious.com)
Branding
News sharing (www.digg.com)
Delivering Value
Document sharing (www.Issuu.com/
Stakeholder Engagement
www.Scribd.com)
Innovation & Planning
Knowledge sharing
Tech Resources (www.wikipedia.com/
Opinion sharing www.wetpaint.com)
(www.wordpress.com / Presentation sharing
www.blogger.com / (www.slideshare.net)
www.twitter.com
Social media monitoring
Video sharing (www.YouTube.com) (www.radian6.com/
Image sharing (www.Flickr.com) www.scoutlabs.com
www.sentimentmetrics.com)

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Sta Sha
rt a re a
Co vid
nv eo:
ers
ati
on
Variations on a Social Media Theme: Video Sharing

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Sta Sha
rt a re a
Co vid
nv eo:
ers
ati
on
Variations on a Social Media Theme: Video Sharing

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Variations on a Social Media Theme: Knowledge Sharing

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Variations on a Social Media Theme: Wikis

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Wikis
Co-created content
Means “fast” in Hawaiian
Co-created knowledge repository
Multiple contributors; Users can edit,
write and save changes
Users can create pages and links
No software needed, just a browser

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Wikis
Co-created content
Means “fast” in Hawaiian
Co-created knowledge repository
Multiple contributors; Users can edit,
write and save changes
Users can create pages and links
No software needed, just a browser

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Variations on a Social Media Theme: Deal Sharing

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Social Networking Platforms
Web 2.0 Contact Book
Social media - contact sharing
Web 2.0 contact book
Blogging functionality
Embedded Web Apps (“Widgets”)
Professional / Personal / Passion
networks
Manage current contacts, find new
contacts
Communicate with contacts

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Social Networking Platforms
Web 2.0 Contact Book
Social media - contact sharing
Web 2.0 contact book
Blogging functionality
Embedded Web Apps (“Widgets”)
Professional / Personal / Passion
networks
Manage current contacts, find new
contacts
Communicate with contacts

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Social Networking Platforms
PR Uses + Tech Resources
PR Uses Tech Resources
Contact management LinkedIn (www.linkedin.com)
Branding (sponsoring affinity Ning (www.ning.com)
groups / widgets) Facebook (www.facebook.com)

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Social Networking Platforms
PR Uses + Tech Resources
PR Uses Tech Resources
Contact management LinkedIn (www.linkedin.com)
Branding (sponsoring affinity Ning (www.ning.com)
groups / widgets) Facebook (www.facebook.com)

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Workshop Activity
Come up with three ways your PR
department could use social media (media /
contact sharing) technology to help achieve
its core PR objectives

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The Future of Online PR

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Hawthorne Plant / Chicago / 1924

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Workers asked to participate in special tests

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Like working under brighter lights...

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Or working under darker lighting...

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Or working shorter hours...

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Or working longer hours...

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Workers advocated whatever their participation involved

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Was it something in the Hawthorne water?

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No, participation creates a positive psychological bias

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The Hawthorne Effect
Positive Bias of Participation
No, participation creates a positive psychological bias

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Hawthorne Effect can be bad for market research

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Hey boss, can we ask
you for some advice?
But great for you...Use it to get yourself a salary rise!

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And for PR, “Participatory PR” (Virtual Advisory Boards)

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And for PR, “Participatory PR” (Crowdsourcing Contests)

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And for PR, “Participatory PR” (Crowdsourcing Contests)

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The Future is...Participatory PR

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The Future is...Participatory PR

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The Future is...Participatory PR

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If your PR department ran a
participatory Pop Idol contest, what
would that contest be?

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Thank you!
paul.marsden@clickadvisor.com