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Chapter 3 - UCT eMarketing course - Web PR & Online Reputation Management
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Assignment I Online Portals in Africa
Your individual assignment Online Portals in Africa
o Discuss how increase in bandwidth, mobile usage & online media affects consumption of traditional news sources vs. online news sources & mobile
o How many portals are available in the country? o Comment on free speech o What is the community interest in specific subject matters
– jobs, news, sport, education, dating? o How does the availability of online and mobile sources
affect interest and marketing to these communities? How will it benefit the local community?
o Discuss internet / mobile adoption o Identify gaps for digital agencies to make an impact o [An African country has been assigned to each of you]
Did You Know? – Mobile version
Chapter 3| Web PR & Online Reputation Management
University of Cape Town 5 August 2011
What will I learn today? Web PR o How is Web PR different from traditional PR? o Steps of a PR Campaign o Important aspects of Web PR o Engaging with the audience o Online distribution channels ORM o Monitoring o ORM Tools o Managing ORM o Crisis Management
Web PR Controlling what is said about your brand and directing conversations around it to maintain the brand’s public image
How is web PR different from traditional PR? o Two branches of same practice evolved into
completely different media
o Both are about creating engagement between people and the brand
Traditional PR vs Web PR
o Mainstream, top-down media
o One-sided information
o Only publisher can influence content
o Negotiates the web
o Democratic
o Anyone can influence content
Traditional PR Web PR
Steps of a PR Campaign o Conceptualise the message o Create the message o Deliver the message o Observe the response o Respond o Follow up o Network
Important aspects of Web PR
Engaging with the audience
Advertising : Customer Break-up
Challenges of Web 2.0
o Create online capital
o Active interaction
o Listen more than you speak
o Talk about others
o Personal recommendations count
o Be visible
o Focus on one channel at a time
o Register on all platforms
Example : Memeburn Visibility on Google
Online distribution channels
Your own platforms No restriction & full control on what you can publish on:
o Your website o Your blog o Twitter account o Facebook o LinkedIn Profile o Google+, apps o Flickr photo stream o YouTube Channel
External Channels
Spread the word through neutral channels – build relationships with online news & publication sources, article directories, industry bloggers, etc.
Distribution by individuals
Personal recommendations without your influence.
The ultimate goal = viral messages
Success story = FNB’s smartphone app
PR Web in Plain English
Case Studies
Barack Obama’s Presidential Campaign Success
Barackobama.com – Interactive!
Yes we Can – Mobile messages
Barack Obama Facebook growth
Barack Obama’s Presidential Campaign Success
Check out: http://www.slideshare.net/superank/digital-media-us-elections http://whywebpr.blogspot.com/2009/01/barack-obama-web-pr-case-study.html
Woolworths’ Web PR mistake
Woolworths decided to remove all religious magazines from their shelves out of the blue & had huge outcry from the public. Their response was damaging to their high value brand, because of:
1. Bad initial framing of the issue
2. Not managing the media
3. Not engaging with the fans
4. Not moderating comments
http://www.getsmarter.co.za/blog-marketing/430-marketing-four-web-pr-mistakes-woolies-could-have-avoided
Online Reputation Management The analysis of your personal, professional, business or industry reputation as represented by content across all types of online media channels.
Why ORM is so important
1. It protects your brand 2. It allows you to make smart decisions 3. It gives you a lead over your competitors –
the key is listening! 4. It’s the best customer retention tool you have 5. It allows you to measure which marketing /
communication & brand activities are working
6. It focuses on where to spend your budget to get the most bang for your buck
Source: http://www.heavychef.com/why-orm-is-so-important/
Monitoring • Gather data from a wide variety of channels, sources & types of media • Gather both quantitative & qualitative data • Monitor own platforms, comments, articles, emails & make use of
specialised tools
ORM Tools Depends on company size, budget & amount of media attention your brand gets
Google Alerts Google is incredibly powerful & has to be monitored.
1. You need a Google account to create alerts
2. Found at www.google.com/alerts
3. To create an alert, type a word into the “Search terms” box
4. Properties can be customised to your specific needs
5. You will receive emails when something new is posted online
Suggested Google Alerts
o Your company name
o Names of your products
o Name of CEO & prominent personnel
o Your industry
o Your location, where relevant
o Your website URL
o Your biggest competitors
o Your most important SEO keywords
Social media tools Social networks have their own proprietary monitoring tools.
There are also many 3rd party tools that can be of high value,
e.g. Followerwonk, bit.ly etc.
Paid ORM tools If your company is large or busy, might be worthwhile to invest in powerful paid-for tools, e.g.
www.saidwot.com
www.trackur.com www.brandseye.com
Managing your ORM
o Quick thank you / acknowledgement
o Promote good comments (don’t overdo)
o Add info, opinions & personal messages to good comments
o Thank brand promoters publicly, e.g. discount / promos, good rates
o Take each one seriously o Apologise sincerely &
directly o Don’t be defensive o Address problem in open o Turn negativity to your
advantage o Respond levelly & present
case with facts & details o Never delete / hide
comments
Positive Feedback Negative Feedback
Hello Peter
Crisis Management Reputation crisis comes about when negative message about your brand goes viral
How to handle a crisis o Prepare a contact plan for important
stakeholders o Make a communication strategy for your
online communities o Don’t ignore a crisis and hope no one will
notice o Find the places online where discussions are
most active and go straight to the source o Monitor your online reputation closely with
chosen tools o Tailor your strategy continuously
Case Studies
BP’s Oil Spill Disaster
Classic example of “those who cannot remember the past are condemned to repeat it” o BP underplayed the impact of the spills o Sent out mixed messages o YouTube Video was #10 most watched video o ORM tools now include Facebook, twitter
and Flickr photostream, YouTube channel alone cost $250,000 to create & a $50million ad campaign
BP Oil Spill – a worldwide crisis
Avoiding Disasters Be prepared, or you will get caught & pay a high price
FNB impressed customers by listening, engaging & became a market leader in innovation as a result
FNB’s (user friendly) Website
FNB on Twitter
FNB on Facebook
FNB on YouTube
FNB’s YouTube Channel
FNB on Memeburn
FNB Google Visibility
Thank You!
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