pr in internet (russian experience)
DESCRIPTION
Summary of the Second "PR in Internet" conference in Moscow, April 2009TRANSCRIPT
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PR in Internet
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Worldwide
73% read blogs 45% own a blog 39% use RSS 57% use social nets 55% post photos 83% watch online videos
Internet Users Today
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Internet Users Today
Russia
70 000 000 able to work people 40 000 000 of them use Internet 8 500 000 blogs 90 000 000 social nets profiles 20 316 twitter blogs (+133% in 2008)
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Internet User Today
14% trust advertisement vs. 78% trust friendsrecommendations
34% post their opinion on brands and products in their blogs
36% think better of a company which has blog
32% trust bloggers opinion on brands and products
96% of the generation 1980-90 use social nets
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Internet Reality
Monolog Dialog
Mass Individual
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Internet Rules
Honesty
Dialog
Regularity
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What Can We Use?
Corporate site Blog Microblog (twitter) Chat RSS Vidget Social net Social favourites Forum Podcast (audio/video) Photo Virtual world Wiki
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How To Use
Listen Participate Do not control Engage
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Web Site
40-90% users go away from the site after 2 seconds if nothing caught their attention
Develop the site for your TA One site – one subject, definite TA, one certain goal Motivate users to visit your site Concentrate user's attention Make user act
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The Power of Dreams
How to kill good text? Remove all photos and add useless design
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What will you see?
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What was the idea?
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Internet is not a printed text page – pay attention to all elements, not only
letters
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Corporate Site/Blog
Create press-room filled with relevant information Always create an e-mail/RSS subscribtion option Try to register in Yandex.News or other news agregators Register in sites/blogs catalogues Always use cross-lincs in your texts 2-3 news/posts per week are optimal Fix the most important news/posts on top or in special section Make your site/blog official source of information for journalists Teach journalists to seek information on your site/blog Provide exclusive content (e.g. top-manager interviews on the blog) Always search and answer questions/comments/critics Create your blog only if you have what to say regularly
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15
ONEKSIM group's blog exclusive interviews with top-managers special posts about interesting technologies etc
Journalists use ONEKSIM blog as official source of information and quotes
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Internet becomes trustful source of information not only for users but even for media
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Social Nets
Agents of influence are relic of the past
Sites/nets supported by brand + good content = up-to-date effective instrument
Post/make profiles of brand or real brand related person
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BewareBe where consumers are
Be everywhere
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Quick request + Quick response =
What business needs
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Advertising
Direct advertising doesn't work so effective as it is meant to
Contextual ads are more targeted and effective
Advertorials in blogs – bloggers are payed for posts
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SEO
Monitor what people say about the brand/product (seku.ru, Google Alerts)
SEO control of what people get when they search for you
Quick response to negative comments
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Mems, Viruses People like when they can “privatize” and alter information or its part Good virus always has parodies
Viruses have to combine min 2 from the below (Scott Adams formula):
Smth cute Smth naughty) Smth bizarre Smthclever Smth familiar (You’ve been there) Smth cruel
Useful resources Netlore.Ru Virusvideo.Ru
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Internet gives users integralpresentation of brands and products. Advertising, PR, sites, promo – everything works for positive perception of brand/product. PR doesn't need only media any more. It can build
reputation and access consumers directly
Public Relations – not only Media Relations
Public Relations = Relations with the Public
PR is everywhere!
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This presentation contains:
Information from Internet
2d “PR in Internet” conference participants' materials
My own thoughts & experience