View
1.027
Download
1
Embed Size (px)
DESCRIPTION
This is a workshop I have given on PR 2.0 for a client called HouseTrip.com
Citation preview
CommNationPublic Relations & Internet Marketing
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Hybrid PRThe Best of Both World!
PR 1.0
•TV•Radio•Press•Events•Direct Marketing•Ect...
RP 2.0
•Social Media•SEO•Newsroom on site•Optimised press releases•Ect..
HybridTarget Market
reached depending on the objectives
and adapted to each clients
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Let’s Work Together!
Digital CreationsBranding HYBRID
MarketingAdvertising
Public RelationsCommunication
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Public Relations 2.0From now on your public is not only
the media public but billions of
individuals who have acess to the
Internet
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Traditionnal Public Relations
✓ Journalists are the «middleman»
✓ PR are in « demand» of «favours»
✓ Journalists control content✓ «Manipulation» and «Influence»
RP 1.0
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
PR 2.0
✓ Brands become publishers✓ Brands become sources of
information for the media✓ We eliminate the middleman and
reach the public directly✓ Direct connexion with clients✓ Conversation with the public✓ Listen✓ Connect✓ Engage conversations and give
opinion✓ Pull (Inbound Marketing) vs Push
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Some Key Elements of PR 2.0✓ Keyword optimised Press Releases with direct acess to social media plateforms✓ Promotion of press releases on social media✓ Use of press releases distribution services (PRWeb, PRNewswire, BusinessWire,
ect...)✓ SEO PR✓ Link Building✓ PPC✓ Participation in discussions in target market communities✓ Promotion of message through influent bloggeurs ✓ Articles submission to establish expertise ✓ Creation of «social media» newsroom on site✓ Content creation (articles, podcast, webinars...)✓ On-going monitoring of campaings and results
P 2.0
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Source: http://www.gwu.edu/explore/mediaroom/newsreleases/nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearch
janvier 2010
91% use Google
52% use Micro blogging (Twitter,...)
89% use blogs
65% use social media
Before Writing an Article Journalists and Editors perform Online Reaserch
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
«Conversations are
taking place with or
without you»Brian Solis
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Before Launching a PR Campaign you
need to Optimize your Site
✓ SEO✓ Web Crawlability✓ Web Usability✓ Web Analytics ✓ Optimised Content✓ Creation of «Path»,
«Personnas», «Scent Trails», «Revolving Doors»
✓ Conversion Optimisation✓ Call to action✓ A/B Testing✓ Ect....
Internet Marketing
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Tools we Use
Off Line On Line
Radio & TV AdvertisingCampagne d’affichage
Traditional Press ReleasesPresentations on CD and DVD
Press-KitBrochures & CataloguesPromotional Campaigns
Conferences & Trade showEventsVideos
Direct MarketingPress Relations
Press ConferencesCelebrity endorsement
Optimized Press Releases Social Media (Facebook, Twitter, ect..)
Strategy & Content CreationCollaboratives Platforms
PPC/SEMOnline Videos
PodcastsWebinars/Virtual Events
Viral CampaignsBlogger’s Relations
Photo Sharing (Flickr, ..)RSS
Social BookmarkingBrand and Social Media Evangelists
Articles SubmissionDocument sharing/Cases Studies
Widgets & ApplicationsEmail Campaigns/Newsletters
Online SurveysOnline Sweepstakes
SEO PR/Link Building
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
What are you internal ressources?
How much and what do you need to outsource?
Ressources
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Reflexion and Approach
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Recherche
✓ Brand SWOT analysis✓ Study past campaigns (if existent)✓ Evaluate the various target market’s level
of knowledge of your brand✓ What image does the public have of your
brand?✓ Study competitors campaigns
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Brand and Identity Reflexion
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
The Golden CircleSimon Sinek
WhyCause
HowValue Proposition
WhatProduct and Services
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Define Objectives
✓ What is the actual situation?✓ What objectives do we want to reach?✓ Where these PR objectives take place in the global business strategy?✓ Create measurable objectives✓ Create a list of what you want to accomplish with your business in the next 6
months, 1 year, 3 year 5 years.Ex: Reputation of the brand, establish yourself as an expert, launch of new product of services, increase sales, find partners,...✓ Define PR objectives
Ex: start up who needs visibility, establish company who needs to increase its client base, merger and aquisitions, alliances, co-branding...
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Positioning
•What is the brand Identity?
•What do we want the public/clients/medias to know about us?
•What is our positioning compare to our competitors?
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Strategy
✓What is the global strategy?✓Create strategy in adéquation
with available ressources ✓Create strategy in line with target
market✓How to communicate
messages?✓At which frequency?
Evolution of an Online Engagement Programm
Crawl Walk Run Fly
Source: Edelman PR
Establishing an Online Presence•Website
Enriching Content•Podcasting•Videos•Games•Widgets
Engaging online Influencers•Bloggers Outreach•Blogger Conference Calls•Advertising•Ally Developments•Sponsorships
Embracing Community•Bloggers Tour•Thought Leadership Blog•Social Networks•Advocacy•Contests•Mobile
Online Monitoring
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
✓Define Target Markets
✓Organize Target Markets by priority
✓Define key messages for each audience
Messages
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Budget
✓Revue all actions presented✓Organize actions by priority
✓Define the budget✓Select actions according to the budget✓The budget has to be flexible et
reevaluated according to results of campaigns performances
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
✓Establish a timetable for 1 year
✓Give deadlines for each actions
✓Identify the Stakeholders
✓Plan the evaluation of each action
Planning of the Timetable
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Mesures and Key Performance Indicators’s
✓Define KPI’s for each action
✓Actions should be actionnables✓Define tools used to measure (free, paying)
«If it can’t be measured it souldn’t be done!»
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
✓Did the public respond to our messages?✓If yes, how ?✓Which factors impacted the target market?
Their reactions? Modification of behavours?✓What is the final impact of the campaign?✓What measurables elements changed the
brand perception?
Evaluation of Results
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
✓Traffic (site, press release, emails..)✓Conversion (sales, newsletter subscription, ...)
What are we Mesuring?
Concret (data)
Subjective✓Engagement ✓Opinion✓Influence✓Feeling toward the brand (negativ, neutral, positiv)
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Mesure Success of PR 2.0 Campaigns
✓ Number of visitors on site✓ Incoming links✓ Number of pages visited✓ Landing pages✓ Google et Yahoo alerts✓ Data coming form press release distribution services ✓ Rankings (Alexa, Google..)✓ Blog Buzz✓ Number of blog comments and their toned✓ Videos watched✓ Réferences of brand on other sites✓ Message reach (followers,friends, fans)✓ Leads✓ Off line media coverage✓ Public Speaking✓ General feeling (positive, negative, neutral)✓ Etc...
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Evaluation Process for Online Campaigns
Create new Actions
Reasearch of your brand’s mention on blogs, social
medias, forums...
Measure results (general,feeling, sales
increase,...) with various tools
Evaluate for each action action if result in
adequation with desired objectives
Decision to relaunch or stop certain actions
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
Tools to Mesure Online Reputation and Success of PR 2.0 Campaigns
CommNationPublic Relations & Internet Marketing
© Catherine Daar juin 2010
022/860 1444078/629 5046
FacebookTwitter: cat00001
http://ch.linkedin.com/in/catherinedaarSkype: cat00001
Commnation.com (coming soon)