Presentation given on Online PR as part of the IIA Diploma in Digital Marketing on December 6th.

1. Online PR – IIA Diploma in Digital Marketing 6th December 2010 Prepared by

2. Agenda Social Media Policy Crisis Management Toolkit Online PR Strategy Landscape Mapping Changing Media

3. Slattery Communications – Where to find us.

5. The Battle Ground

7. PR Toolbox Press releases Media Relations Investor relations Guerrilla Activity Internal Communications Interviews Brand ambassador activity Press Briefings Investor Relations Conferences Crisis Management Brand Publications Events Whitepapers Product Launches Audio Features VNR Press Trips Brand Publications Corporate Videos Advertorials

8. Our Clients The Online Explosion WIKIs Press release distribution Online Monitoring Social Networks Internal Blogs Forums Widgets Virtual World Events Social Book Marking Online Reputation Mgm Social Search Dark Blogs Skypecasts Webcasts Webchats Internet Radio Blogger Relations RSS Feeds Forums/Boards Twitter SEO Press Releases Mashups Social Media Releases Folksonomies Online Media competitions Online Surveys Infographics Tagged Photos Social Bookmarking Online Video

16. Irish Times iTunes Social Buttons

18. They are not alone

22. Giving new life to the press release.

25. Networking. Online Offline

26. Where is it all going?

30. Why Monitor? Find online stakeholders & influencers Identify where online conversations about you occur Find existing/emerging trends relevant to your brand Identify competitors Identify themes, stories, content for proactive PR and social media strategy Start to take part in the conversation & represent yourself to interested parties. Represent yourself to people giving out about you.

31. Monitoring tools? Take your pick.

32. Who to Monitor? The most important person to monitor is yourself

34. Clicky - www.getclicky.com Subscription service - with Free Trial Real time monitoring (Google claims 3 hours lag on Analytics) More customisable than google analytics Track specific actions visitors take Twitter Keyword monitoring

35. Google Keyword Tool Part of Adwords Not really a monitoring tool But gives you a sense of the lay of the land; online competitor analysis. Shows local & global searches New Insight for search function http://www.google.com/insights/search/#

37. Searches Message boards Only use advanced search Get an RSS feeder & sign up for Google Alerts

38. Social Mention socialmention.com Real time social media monitoring; offers alerts - like google’s, but just for social media Offers topline figures on sentiment, Keywords, etc. Good for the bigger

39. Klout - Klout.com Shows influence of individual tweeters Level of activity & Connections Great way of sussing out online personas

40. Boxcar Push Social media monitoring for iPhone Twitter, Facebook & Email

41. Digg & Stumbleupon Topic based Bookmarking & Recommendation sites Allow you to find popular sites & articles according to topic Identify influential bloggers in your field Also allow you to push out your content

42. Paid Services Radian 6 Blog & Social media monitoring service Offers multiple data displays Row feeder One term for free, exports reports in Excel O’Leary Analytics Bespoke online monitoring & IRISH

44. Use the data to decide: Who your audience is How they find you Who your key influencers are Who are your competitors & what are they doing What content attracts interaction & engagement What you want to say & how you can make it uniquely yours How you can insert your content into existing online conversations What to do with the data?

45. Top Ten pointers to setting up a Social Media Campaign.

50. 5. Internal engagement Going social means that your company needs to embrace “social” inside and out. Every single employee of yours represents your company. Whether it’s actively or passively. Inform them about your social media strategy. They can be advocates, active recruiters, brand ambassadors, etc.

51. 6. External Advocates Your employees aren’t your best supporters - your customers are. Engage & incentivise them to become advocates, write reviews, get involved... Not a Brand economy – It’s a Fan economy

52. 7. Interaction If people get in touch with you via social media you must respond. If you are faced with complaints, deal with them honestly. But remember you are doing so publicly. So BE NICE. Whether responding to positive or negative comments, try to give the customer what they want.

53. 8. Contingency Know what you’re going to do if something goes wrong. Nothing travels faster online than news of a screw up Manage your reputation by knowing the risks, being prepared and nipping any bad press in the bud.

54. 9. Content is King Your business has interesting and valuable information. Use it IMAGINATIVELY to create content around issues that your customers will respond to & pass on to their peers.

57. The Power of Social Platforms

58. Platforms: Facebook

61. Facebook Analytics Great ability to track users User trends; time of visit Demographics Weekly update of user activity on page

64. Twitter

65. Some (oldish) figures 75% of twitter users joined in 2009 10,000 new accounts opened per day 35% of Twitter users have 10 followers or less 9% of Twitter users follow no one at all 10 billion tweets

68. LinkedIn " LinkedIn is the office, Facebook is the barbecue in the backyard, and MySpace is the bar”, Reid Hoffman, CEO, LinkedIn

71. Flickr & Pix.ie Photosharing sites Great for broadening your digital footprint Don’t tell. Show. Great for user generated content which can be reintegrated into your website. Eg. Guinness Storehouse

72. YouTube Second biggest Search engine Video content is growing Integration into website and Facebook pages Annotations allow for SEO of video content Video press release Think how you can make sticky video content, eg. Bacardi Ireland

73. Foursquare & Location Great scope for promotions Reward regular customers Users recommend according to location Facebook Places on the way (supposed to be working now)

75. Types of Social Media campaigns

83. What does a campaign look like? Ongoing Activity for a typical engagement campaign: Monitoring 2 or 3 times per day across all your online properties. Responding to any pressing comments as they arise/as you notice them. Twitter is an ongoing conversation React in real time if you can. Posting on blog according to your schedule. Eg. Once per day/twice per week. Analysing Data once per week. Looking for trends in how people find, use and interact with your site & social media properties. Analysing Content once per week to see how ads, content, etc. are performing

89. Thank you for your time. Eoin Kennedy, Slattery Communications, +353 86 8339540, + 353 1 6614055 [email_address] www.twitter.com/eoink www.slatterycommunications.ie www.eoinkennedy.ie/blog http://www.linkedin.com/in/eoinkennedy Steve Dempsey, Slattery Communications, +353 86 8099317, +353 1 6614055 [email_address] www.twitter.com/slattcomms www.slatterycommunications.ie http://www.facebook.com/SlatteryComms