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The best of both worlds: using new media technologies in financial serices
Citation preview
Online PR: hitting the communication ‘sweet spot’ 3
Understanding the context: financial services and the lucky country 4-8
How to get there: 10 steps to effective online PR 9
Online PR and the real world: case studies
Where to next? 25-27
References 28
Welcome to the brave new world of online PR.
That’s where online PR comes in.
The aim?
to further the reach of your brand and build the reputation of your organisation
BlueChip Communication, Australia’s leading financial services communication firm, offers
this eBook of tips and advice to help your company hit the online PR sweet spot.
the industry is showing stronger life signs than any of its
offshore peers ours is a world-class retirement savings
system.
The proof?
“the first 100 days”
compulsory
Clint Eastwood’s classic character, Dirty Harry, asked a felon, staring down the barrel of
Harry’s smoking .44 magnum “You gotta ask yourself, ‘do I feel lucky?’ Well… do ya punk?”
very large
smoking gun renowned global investment
bank and leading Wall Street brand
A year-and-a-bit after the ensuing market rout, the ‘where to now’ is still not
entirely clear, even in our own lucky country, which managed to dodge the full
impact of the bullet.
reputations ripped and in tatters
Trust. Empathy. Respect.
De-leverage de-risk
Known brand?
Deep pockets?
A vanilla investment I can understand?
Meanwhile, back in market-land
Investors and consumers,
are feeling emboldened to ask questions and demand answers.
three separate
Government-sponsored reviews Henry Cooper
Ripoll
overdose of regulation
So what’s the upshot for the industry?
never been a better time to make a clear split from
what was wrong in the past
maximising
the opportunities offered by the many forms of communication
‘sweet spot’ of online PR.
And with planning, foresight and the
right advice, you can make a serious
start on it – either using your own
internal resources or with the help of a
partner.
BlueChip Communication has compiled
this list of the first 10 steps to get you
on your way.
Which brings us to the all important question of
‘How’. Online PR is about a lot more than your
website – as important as that is.
Rather, it’s about deciding on, and then developing,
an integrated online presence spanning your choice
of online tools and forums.
If you’re not participating it’s
just gossip - get involved
engage compelling point of
contact
Whether you choose to get involved or not – people are talking about you. Will you be involved in that conversation?*
An online reputation audit:
goal of your online PR strategy
will be achieved
by driving visitors to your website
All your online activities MUST funnel
to or reference your website
Remember: easy to navigate
easy to find
memorable
search remains the dominant
way for users to find a product or service on the Internet
Bear in mind:
“so often we lose direction by focusing on the shiny new object of social media*”
long-term proposition requires
planning what you will define as success
maximise the value
your people
achieve a common aim
best convince employees value of getting on board
by showing
an actionable plan
It’s better to commit
to less than to fail
compelling and meaningful
we can do it better
Stick to it
who is doing what,
when & how?
Build up user experience, organisational ability and confidence by testing
take the time to test
practice internally to build momentum
It’s especially important to remember:
Planning and preparation makes the implementation phase much simpler
Stick with it.
quality not just quantity
Engage with your audiences
online interactions are 24/7.
Engage with others online
demonstrate your expertise
build a genuine
sense of reciprocity
Do:
You can make the ROI more visible, sooner:
Be aware that in the online world, an ROI based
on revenue may not be realistic in a medium that is new and
untested
Return on Objective
focus on your objective measure it
B2B SOCIAL MEDIA
Background
The role of social media
Key take-outs for financial services:
Background
The role of social media
Key take-outs for financial services
Background
The role of social media
Background
The role of social media
Background
The role of social media
Key take-outs for financial services
1. “the most popular marketing blog in the world”:
2. World Wide Rave
3. epicenter of the content marketing revolution
4. tips and techniques
5. world's largest blog
Carden Calder
Paul Cheal