CONTENTS

PR 2.0: THE INDUCTION DRIVING PR 2.0: THE WHEELS THE WHEELS: GET THEM ROLLING READY RECKONER

SPREAD OF DIGITAL PR

PR 2.0
THE INDUCTION

WHAT IS SOCIAL MEDIA?

Any online medium or technology that is used for sharing information

Digital Communications
o Faster exchange of views and ideas with wide reach o Empowers the individual and the community o An interactive forum where content is created or disseminated

o The internet never forgets

o And most important perceptions created or existing ones destroyed

HOW IS IT RELEVANT TO PR?

o o o o o o The new way of driving PR campaigns Brand building using technology Can influence the traditional influencers Depends on media 2.0 Many to many communication Demands a creative response

Also called Digital PR, New age PR, New media PR, Social media PR, PR with a twist! PR 2.0

INTERNET PENETRATION

MOBILE USERS
Rank
1 2 3 4 5

Country
China India United States Russia Brazil

No. Mobile Phone Users

785,524,000 635,510,000 285,610,580 213,900,000 185,135,000

Population
1,337,960,000 1,180,166,000 308,505,000 141,940,000 191,480,630

% of Population
59.6 53.8 91.0 147.3 96.6

Wikipedia

INTERNET PENETRATION

THE WORLD STATISTICS

According to Technorati, on average, 1.4 new blogs are created every second; blogosphere more than 70 million weblogs wide Facebook: more than 70 million active users Youtube:100 million videos everyday Wikipedia: among the top ten global sites with a 25% share of traffic to reference sites all across the world

PR AND SOCIAL MEDIA

PR is about communicating tangible, credible, useful information o Traditional media is now just one of many options to do this o Social media helps us access our target audience directly without using the traditional media as a medium Traditional PR created forums for captive audiences to be addressed o Social media creates a virtual forum for exchange of views An important objective of Public Relations is to create positive image, manage reputation or develop brand connection o The various aspects of the digital medium can be used for achieving all such objectives PR is about building bridges /relationships with stakeholders o You reach out to the end CONSUMERS directly through social media activists

A little comparison
Digital PR
Traditional PR digital media news release Sharing content (videos, photos) on web sites Blogger relations Posting news on forums Interviews with web sites, live chats Promoting online events and contests, communities Monitoring online consumer conversations and responding
Plus dozens of other capabilities with each form of digital content

Press release
Fact sheets Press conference Media relations Interviews with Broadcast Special media events Consumer events and contests

PITFALLS

For most companies and brands, it is still very new Control on messages can spin out of control o Forums may respond and say things about the brand that are off-topic, neutral or even negative. o However corrective responses can be made Information on the digital highway can spread much faster than we anticipate Sometimes we dont even know it o Daily monitoring of a forum is key New Age media requires a hands on approach as compared to traditional media

A COMPLEMENTARY EXCERCISE

Traditional media: still has power, still makes a big impact Radio & television industry undergoing fast growth PR: still evolving in India; not many understand this industry PR 2.0 monitoring tools limited; Clients more comfortable with tangible cc output PR 2.0 in developed markets: American agencies divide efforts, on an average, in the ratio of 70:30 (old:new) So, just expand your media rounds to the online space

WHY PR 2.0?

Two way & direct communication One-on-one interaction with consumers Course correction Streamlined reach to target group Deeper understanding of vertical trends Interactive PR campaign-consumers decide, edit, add to, what you do and what you dont

THE INDIAN SCENARIO

EVERYONES TALKING; EVERYONES THINKING Indian players offering social media communication services: Digital advertising agencies: social media marketing services with a focus on virals, social network apps, social media campaigns etc. (Webchutney, Phonethics, The Flea) Public relations agencies: All major PR Agencies have all started work on this front Prominent bloggers: consulting services and workshops (Rajesh Lalwani, Kiruba Shankar, Dina Mehta, Rajiv Dingra)

DRIVING PR 2.0
THE WHEELS

THE WHEELS
BLOGS WIKIS RSS

SOCIAL NETWORKING

MEMES

MICRO MESSAGING/ BLOGGING

SELF BROADCASTING & PHOTO SHARING

ONLINE CONSUMER REVIEW

RSS: MANAGE THE INFORMATION DELUGE

Stands for Really Simple Syndication XML-based format used for distributing web content Allows for customization of the news sources RSS readers (aggregators) configure news feeds Helps you to be always up-to-date Can monitor any online source-news, blogs, etc. Magnify reach to traditional media Top picks: Bloglines, Feedster

BLOGS: HAVE AN OPINION, HAVE AN AUDIENCE

Personal websites consisting of regularly updated entries Often contain links to other sources of content (news sites, photo galleries, etc.) Allow participation in online conversations Can help brands promote products and services, get direct feedback and get perceived as thought leaders Create a blog: Blogger, Wordpress Search blogs: Technorati, Blogdigger

SOCIAL NETWORKING: REACH OUT TO THE WORLD

Connects or re-connects us with people we know Greatly extends network of private/professional contacts Great PR platform to connect with journalists from old and new media Most have a host of subject-specific communities catering to almost everything Social favourites: Facebook, Second Life, Orkut, Myspace Professional: LinkedIn

WIKIS: KNOW IT ALL

Wiki wiki in Hawaiian: quick or fast Allows anyone visiting the site to add, remove, or otherwise edit all content Ease of interaction and operation Effective tool for collaborative writing The Worlds favourite: Wikipedia

SELF BROADCASTING & PHOTO SHARING

In the future everyone will be famous for 15 minutes- Andy Warhol Self-broadcasting: users uploading home-made/self-made videos online Photo sharing: users uploading personal/professional photos online for sharing; fast and effective Be creative/funny and reach millions Talk to the customer sitting across the globe Explore: Youtube, Flickr, Photobucket

MEMES: KNOW WHAT THE WORLDS TALKING

An idea or a way of thinking Compete to spread their information Meme tracker: finds the most talked-about news by analysing linking behaviour of blogs Meme digger: uses voting systems to deliver most popular, relevant or interesting items Most talked about trackers: Techmeme, Blogniscient Most talked about diggers: Digg, Shoutwire

ONLINE CONSUMER REVIEW

Many websites run exclusively on consumer review and rating Monetary pay-off Increasingly gaining both credibility and popularity Crucial for the PR 2.0 plan of any business-2-consumer client Read and review at: Epinions, Rate It All

MICRO MESSAGING/BLOGGING: INSTNT MSGIN

Allow users to write and publish brief text updates Most services allow privacy settings Can be submitted in multiple ways: text, instant messaging, e-mail, MP3 or the web; Allow users to blog on the mobile phone as well Update the world: Twitter (USA), Frazr (France & Germany), Fanfou (China) Want to vent?: Ugaldo (Blurt-it-out) allows anonymous updates and articles on the site, divided into various categories

THE WHEELS
GET THEM ROLLING

BLOGS

Use the tools to identify relevant top blogs/bloggers Additional online tracking by using RSS feeds Create an updation blog for clients Submit brand blog to RSS feed and search engines Comment actively on key blogs: maintain record by using Commentful/Cocomment Share traditional PR communication with live database of key bloggers

SOCIAL NETWORKING

Create a fan site/community on Facebook/Orkut for clients brand Target existing enthusiast groups for brand community awareness Create fun facebook applications; invite fans Provide virtual gifts on facebook: Gift of the day, etc. Create and manage a client office on Secondlife Link the communities and fan sites to the brand blog

WIKIS

Create brand page on key wiki sites Link contents to articles in the brand blog Link relevant content photo sharing sites like Flickr Regularly edit and monitor content Encourage key brand advocates to contribute to page Target related pages: industry, market, competition pages and include info on client/link to clients page

SELF BROADCASTING & PHOTO SHARING

Create an account on Youtube for client Upload commercials, events video, etc Link the client Youtube page to the blog page and the wiki page Create an account on Flickr and/or Photobucket for client Upload new collection pictures, pictures from client events and parties, feature product of the day Link to the Flickr page from client blog and wiki page

MEMES

Identify the most popular issues/conversations in the clients industry space Start corresponding threads on the community sites Post relevant articles on the client blog; invite comments Contests on Youtube and Flickr can be based on the meme themes Use meme tracker results to generate story ideas for traditional PR efforts as well

ONLINE CONSUMER REVIEW

Collate a list of India-based top reviewers on consumer review sites Share details of new products/collections with the top reviewers in the relevant products categories and invite them to review client offerings Invite the top (supportive) reviewers to participate in the blog and give feedback (both positive and negative) on various products

MICRO MESSAGING/BLOGGING

Create a client account on micro messaging/micro blogging sites such as Twitter and Ugaldo Encourage enthusiastic members of client blog, community sites and fan sites to sign up for the micro messaging sites Share regular updates on new collections, contests, exciting threads, blog updates with members

READY RECKONER

Communication

Blogs: Blogger, ExpressionEngine, LiveJournal, Open Diary, TypePad, Vox, WordPress, Xanga Microblogging / Presence applications: Foursquare, Jaiku, Plurk, Posterous, Tumblr, Twitter, Qaiku, Yammer Social networking: Cyworld, Facebook, MySpace Events: Eventful, Meetup.com, Upcoming Information Aggregators: Netvibes, Twine (website) Online Advocacy and Fundraising: Causes

Collaboration

Wikis: PBworks, Wetpaint, Wikia, Wikimedia Social bookmarking (or social tagging): CiteULike, Delicious, Google Reader, StumbleUpon Social news: Digg, Mixx, NowPublic, Reddit, Newsvine

Multimedia

Photography and art sharing: deviantArt, Flickr, Photobucket, Picasa, SmugMug, Zooomr Video sharing: sevenload, Viddler, Vimeo, YouTube Livecasting: Justin.tv, Livestream, OpenCU, Skype, Stickam, Ustream Music and audio sharing: ccMixter, Last.fm, MySpace Music, ReverbNation.com, ShareTheMusic, The Hype Machine Presentation sharing: scribd

Reviews and opinions

Product reviews: epinions.com, MouthShut.com Business reviews: Customer Lobby, Yelp, Inc. Community Q&A: Askville, WikiAnswers, Yahoo! Answers

Entertainment

Media and entertainment platforms: Cisco Eos Virtual worlds: Active Worlds, Forterra Systems, Second Life, The Sims Online Game sharing: Kongregate, Miniclip

Brand monitoring

Social media measurement: Attensity, Statsit, Sysomos, Vocus

SPREAD OF DIGITAL PR

The proliferation
Feb 2010

Jul 2010

FB - 350 million active users 175 million users log into Facebook every 24 hours Twitter has 75 million LinkedIn has 50 million members Wikipedia has in excess of 14 million articles More than 65 million users access Facebook through mobilebased devices Average number of tweets per day was over 27.3 million

FB 500 million 250 million people use Facebook on a daily basis 190 million users of Twitter LinkedIn 70 million users Wikipedia now has more than 15 million articles There are now more than 100 million active users currently accessing the site through mobile technology Twitter are now claiming that their users generate 65 million Tweets a day

Source:-Jake Hird is a Senior Research Analyst for Econsultancy in Techorati

LinkedIn: A new member joins LinkedIn approximately every second. There are four million UK LinkedIn members There were more than a billion people-searches through the site last year Executives from all Fortune 500 companies are LinkedIn members 25% of FTSE 100 companies hire through LinkedIn 50% of Fortune 100 companies hire through LinkedIn Over half a million LinkedIn groups exist

Facebook: People spend over 500 billion minutes per month on Facebook The average user is connected to 60 pages, groups and events Every month, more than 70% of Facebook users engage with Platform applications More than 550,000 active applications are currently on Facebook Platform More than one million websites have integrated with the platform and over 150 million people engage with Facebook on external websites each month There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products

YouTube: There are more than two billion views on YouTube each day 24 hours-worth of video content is uploaded every minute 46 years-worth of YouTube content is watched each day on Facebook The average user spends a quarter of an hour each day on the site 70% of YouTubes traffic comes from outside the USA The site is monetising more than a billion video views each month 94 of AdAges 100 top advertisers have executed YouTube campaigns The number of advertisers running display ads across YouTube has increased by around 1,000% in the last year

Twitter: 75% of Twitter traffic is generated from outside of twitter.com A quarter of Twitter users have no followers 65% of the worlds top 100 companies have a twitter account Twitters search engine gets more than 600 million queries a day. Monthly, this is proportionately more than Bing and Yahoo. There are more than 70,000 applications currently using Twitters A

GETTING STARTED: MAKE SURE YOU

Know the wheels of PR 2.0 Choose your wheels according to client needs Understand the wheels in the traditional PR context Complement the traditional PR campaign Remain wary of the dynamic environment; monitor continuously Research case-studies; keep yourself updated Keep your eyes, ears and minds open: this would be a fun ride if you are open to learning and unlearning a bit Do a reality check: this is still about the client

GLOBAL TRENDS

Ethics Infringement of Privacy and anti-Commercialism Safety /loose cannon Direct audience engagement Advocacy Communities Mobile -3G

Traditional media skepticism

Acceptance of alternative measurements

SCENARIO EXTRAPOLATION

Come writers and critics; Who prophesize with your pen, And keep your eyes wide, The chance won't come again, And don't speak too soon, For the wheel's still in spin, And there's no tellin' who That it's namin'. For the loser now, Will be later to win, For the times they are a-changin'.

REACH OUT