2. Welcome
• Introductions
• What is online PR?
• Why does it matter in 2012?
• How has the communications landscape changed?
• What does it all mean?
Online PR
3. So, what is online PR?
In PR, we’ll always:
• Engage in two way communication
• Believe that building relationships is key
• Be the guardians of our company’s reputation
Principles of PR remain whether online or offline
Online PR
4. The two C’s
Active & engaged participants talking & sharing
Online PR
5. Why does it matter?
9 million Australians use
social networking
4 in 5 online Australians
sent or shared a photo in
the past year
1 in 4 online Australians
read tweets
Source: Nielsen
Source: Nielsen
Online PR
6. I’ll Facebook you
1. Facebook - 10,703,160 Australian users
2. YouTube – 11,000,000 UAVs
3. Blogspot – 3,500,000
4. LinkedIn – 2,200,000
5. Twitter – 1,800,000
6. WordPress.com – 1,600,000
7. Google Plus – 1,200,000 users*
8. Tumblr – 1,100,000
9. Flickr – 920,000
10. MySpace – 520,000
11. Instagram – 250,000
12. Pinterest - 160,000
Source: Social Media Statistics, Feb 2012
Online PR
Source: Social Media News
7. The business case
9 in 10
Australian
internet users
look to fellow
internet users
for opinions and
information
about products,
services and
brands
Source: Nielsen
Source: Nielsen
Online PR
9.895 million Australians use social networkingClose to four in five Australian Internet users (78%) sent or shared a photo in the past year and nearly three quarters (74%) sent or shared a link. The biggest increases in social media usage were reading and posting on Twitter, reading wikis and engaging with brands and organisations via social media, including watching online video to support purchase decisions (see chart 1).and nearly one quarter of online Australians (23%) read ‘tweets’ in the past year,Nielsen -43% of online Australians now own a SmartphoneNielsen 2010 Internet & Technology Report
http://www.thinktanksocial.com.au/2012/02/social-media-stats-february-2012-australia/(Estimation* based on 90 million users globally)
How important is the following in building rust for a companyYellow importanceRed = performance
Q149-160. [TRACKING] Below is a list of places where you might get information about a company. For each, please indicate if you trust it a great deal, somewhat, not too much, or not at all as a source of information about a company. (Top Box - % Trust A Great Deal) Informed Publics ages 25-64 in AustraliaQ161-165.
Convergence of traditional & onlineJournalists have duel responsibilities – not just a print journalistContent opportunities aboundParticularly following the Clarence House PR team use of Twitter yesterday to announce details of Kate and William’s wedding
In the last decade, media consumption by 8-18 year olds increased by almost 80 minutes to 458 per day – both traditional and new media. Television viewing is up slightly, but teenagers are simultaneously texting to friends, updating their Facebook status, and tweeting. Source: DatamonitorAs of December 2007, blog search engine Technocrati was tracking more than 112 million blogs. Computerworld puts the growth rate at 120,000 per day.
Fragmented audienceMEIdentifying influencers
Been dying since the 1980s – rumoured demise is greatly exaggeratedBUT it is changing SocialisedAnd shouldn’t be relied on as the sole way of communcatingMultimedia SEOSmaller and more concise
No such thing as off the record – even more true now. Emails, conversations, letters can all be made public.Don’t think you can hide things – it will come out. US Government claimed that Obama used his wife as a shield, now having to say its not true.UK politicians expenses scandal on the front pages.Closed door policy no longer an optionCynicism about govt & corporate commsTrust is paramount Anna Bligh during QLD floods good model
Customer service no longer domain of issues & crisis commsPR on the front-line and involved from the beginningMonitoring, listening and responding
CONTENT!!!Creating, participating and leading discussionsAcross multiple channels; part of integrated campaignsAnd doing it quickly
