Online / Digital PR WHAT IS DIGITAL PR?SOCIAL MEDIA MARKETING MEASURING DIGITAL PR CROWD SOURCING AND VIRALS Alex Sass, Renegade Media
Alex Sass Head of digital – Renegade Media Ltd Alex@renegademedia.net Twitter.com/ADSass +44(0)7891 386496
Good times for online spend Jeff Levick, AOL President, global advertising and strategy-- “Brands are steadily running out of places to control their brand”, he said and referenced a quote from a senior marketer at P&G, who told him that more than ‘60% of network programming will be reality television and I can’t put my brand there’. Niche is the new mass media.
Everyone wants a piece Brands want to be a part of our social dialogue, position themselves within a new market where the consumer is trusted more than marketing. Digital PR is ‘conversation management’
Public relations has always been... • What you do • What you say • What other people say about you • You cannot control the media • You can manage what the media perceives and reports • PRs and journalists are not involved in an exercise in social harmony – the media’s role is to uncover the truth and report it
Every organisation depends on its reputation for survival and success Customers, suppliers, employees, investors, journalists and regulators have an opinion about your industry and your brand, whether good or bad, right or wrong. In today’s competitive market, reputation can be a company’s biggest asset – the difference that makes you stand out and gives you a competitive edge. Effective PR can help manage reputation by communicating and building positive relationships. This is buzz
Inventing your industry BRAND ADVOCACY EVEN MORE IMPORTANT THAN BRAND IMAGE OR BRAND SATISFACTION
New PR is- Social Media Marketing Reputation Management Crowd Sourcing Viral Planning Blogger Outreach
Online PR Channels New PR is social media
The words we're using Evangelist marketing
Our influence This is what we have and what they want 11 TO 12 INTIMATE CONTACTS 150 SOCIAL CONTACTS 500 TO 1,500 WEAK TIES
The words we're using Homophily I’m head of homophily
Tweet tweet tweet Micro-blogging
Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, and the web.
A look at crowd sourcing • What do they think you are? • Allow the public to innovate • Publish back their innovation It’s Walkers’ biggest ever campaign in their 60-year history, with a spend of £10m across PoS, radio, online, and television. The prizes are massive. All five runners-up get £10,000, and the winner gets a one-off prize of £50,000, as well as 1% of all subsequent sales of their flavour.
It's not exactly calling out for content 100,000,000 The number of YouTube videos viewed per day.
Which channels? Pr Through blogs
80% of those that read reviews (such as blogs or comment forums) are directly influenced by them. i.e. the reviews had either confirmed their initial choice or changed their mind • 78% of web users trust recommendations from other consumers more than adverts. Sources: Econsultancy Internet Statistics Compendium; Hitwise
Two types of blogging Engaging with bloggers Traffic Brand building SEO Trend watching Self publishing Building a story Getting your message across Thought leadership Direct response channel SEO
Once the blogs up... Deadling with comments
Barclays example from cScape Based on US Air Force blog assessment schema
New PR Channels PR through video sharing
700 views 160.000 views
700 views Blogger outreach 160.000 views
They all want the horrible word! Community
What isn't community • Community is not a tool that connects people who already know each other, that's just 'interface' • It's not a one off discussion or forum where people take on a selected identity and exist only in cyberspace. • It's not 1 million people watching a YouTube video or playing with a viral application, that's just marketing.
Facebook – it's a reflection, only More Facebook messages are now sent than emails, but they tend to go to people who already interact in the real world. Those are relationships that won't be swayed by a new 'buddy' very easily. To change behaviour you need to offer social reward, recognition or status. You can't do that in networks with existing leaders, subordinates and promises made.
Facebook – it's a reflection, only. It's reflected in CTR and CPC- Facebook-- typically 0.1% click through On/Offline networks-- typically 2-5% click through It's cheap, but it's only broadcasting. The majority of ad spend is based on direct response rather than building a brand. Once you turn that off, it just stops, they move on.
Creating true community • They can never be global, they can never be for everyone and everything. • SSS Theory, are you profiling by geography, social link and sense of self? Is the profile more 'real' online than offline, can you offer a lifestyle tag using social media tools? • Can you create a social movement? • I 'do' Facebook, I 'am' “ConverseAlwaysOn”
People who are getting it • Converse – Fan Pages that incite real world behaviour, use Facebook as a gathering tool but the brand as a 'doing' tool. Converse blog– inviting conversation in 5 languages. • MINI – Create micro campaigns, create a MINI Space, use the vehicle as a tool to connect– MINI Cinema • Bayer – Becoming part of the discussion by providing educational resources, allow discussion, host the platform. • Under Armour, reaching out through bloggers, recognising unsung heroes, using real world events, monitoring online reputation and mentoring ambassadors. • Dominos and BLM, allowing you to be the pusher.
Digital PR Mesuring digital pr
You can measure this stuff UK interest in “under armour”
Micro campaigns can kick off ‘viral’ effect for a tiny budget Look at those logo impressions – brand recognition