P2PR

Apr 13, 2023 1

P2PR

Apr 13, 2023 2

You need to be in social media

It is where ‘the audience’ has gone

It is replacing traditional media It is laden with opportunities for

quick and big wins

Apr 13, 2023 3

116m per month

23 billion mins per month

115m per month

19.8 billion mins per month

300m per month

28 billion mins per month

25m per month

4.4 billion mins per month

Huge global players, huge numbers

Source: Comscore Worldwide April 2008

Apr 13, 2023 4

Do the maths

YouTube hosts 83.4 million videos and 3.75 million user channels

More than 185m blogs with 657million comments

Over 3 billion discussions and about 50 billion posts on message boards.

P2P Messaging accounts for up to 10 times all other internet traffic

Apr 13, 2023 5

So everyone loves social media. But…

Remember when everyone wanted a website?

A lot of money got blown A lot of blind people led blind

people Here we go again?

Apr 13, 2023 6

Getting Noticed

1st Law of Internet Culture: 99% of everything is crap (to me)

YouTube has 70,000,000+ videos Even 1% of that still leaves 700,000

videos that my network could be interested in

So that unnecessary pop-up advert that I wasn’t looking for won’t get noticed

And there is another 14 hours of video uploaded onto YouTube every minute

So be relevant

Apr 13, 2023 7

When social media goes bad

Not listening, faking it and other sins

Apr 13, 2023 88

Lazy online PR engagement

Tom Coates and the PRostitutes

Chris Anderson blocks unsolicited PR

“SSPR please stop spamming Bloggers”

Apr 13, 2023 9

Apr 13, 2023 1010

No online monitoring/engagement?

Apr 13, 2023 11

HSBC Facebook

Ex-students re-united in a common cause. Anti the imposition of £144pa bank charges by setting up a Facebook Group

Campaign got so big mainstream press couldn’t ignore it

HSBC reversed decision Students scored £144pa each. HSBC got nothing but bad pr

Apr 13, 2023 1212

Not just your brand it’s your people

Apr 13, 2023 13

Still not listening

Apr 13, 2023 1414

La-la-la we can’t hear you: Kryptonite

• 1992 – Watchdog reports ‘Kryptonite D-lock pickable using a Bic biro’ – sales remain stable and grow over time

• 2004 – video posted on the web of this trick

• 340,000 views within 1 week and 1.8 million blog readers

•Kryptonite response to the video:

“The current Kryptonite locks based on a tubular cylinder design continue to present an

effective deterrent to theft. The world just got tougher and so did our locks.”

•Only succeeded in creating a challenge to bloggers to prove them wrong

•350 news sites/programmes mention issue including NY Times and CNN

• Video cited in a law suit

Apr 13, 2023 1515

Kryptonite: $25m in 10 days

• $10 million recall

• $25 million revenue loss

• Retail channel and consumer relationships damaged

• Difficult to see beyond theoriginal bad news in SearchEngines

Apr 13, 2023 16

Online Reputation Management

•It’s not just about the conversation

•It’s also about the context

Apr 13, 2023 1717

Apr 13, 2023 1818

Cillit Bang; The clean-up

•Barry Scott a fictional marketing character for Cillit Bang posts on blog – plasticbag.org

• Comments on a sensitive issue

• Huge offence caused to blogger – he blogs about it

• Spreads like wildfire

Apr 13, 2023 1919

5 days later

• “We are writing to you in response to the Barry Scott posting on 30th September 2005. We’re all aware that Barry Scott, the advertising character is a marketing creation and we have been responsible for raising his awareness.

• The posting on 30th September was unplanned and an error of judgement and we unequivocally apologise for this. We recognise that it was inappropriate in context.

• The weblog posting on your site was… a one off error from which lessons have been learnt.

• We are sorry for any offence it has unwittingly caused. We would like to have an opportunity to apologise personally, if you would like to speak to us please do let us know the best way to reach you. Yours sincerely, The Cillit Bang team”

Apr 13, 2023 2020

Situation diffused by transparent honesty

“The e-mail contains what appears to be a fairly honourable and sincere apology for the whole Barry Scott comments-as-marketing fiasco that I wrote about on Friday. “And although I still have significant reservations about the idea of fictional marketing characters leaving messages and commenting on other people's sites, I've decided to take them at their word, accept the apology and leave it at that.”

Apr 13, 2023 21

Where it goes wrong

Social media is not a channel It’s not a way to broadcast at

where the ‘audience’ has gone It’s where people are having

conversations. It’s all about human interaction

and that requires some open, honest, human intervention

Apr 13, 2023 22

Pull the other one?

How do you choose what joke to tell to who?

How do you change a joke to make it better for the people you tell it to?

We adapt in order to adopt. That which we create we

embrace = share/promote

Apr 13, 2023 23

THE STAGE

Scale = audience = eyeballs?

Message broadcast at audience

Apr 13, 2023 24

They aren’t looking at The Stage. They are looking at each other

Scale = lots of communities of purpose = where the eyeballs are focused

Apr 13, 2023 25

Participants adapt the message to suit the group they wish to share it with

The people best-placed to adapt the message are in the group, not on stage

Apr 13, 2023 26

We Believe

We make it easier for people who care to connect

People who care change the world. Together.

Sharing the right information to the right people at the right time brings people together – people who didn’t know they needed to know each other

Apr 13, 2023 27

We’re all publishers now

All marketers and advertisers, too

Users create content, distribute content and control their own ‘user journeys’ from A-anywhere.

The user is the destination now

Apr 13, 2023 28

That means:

We are dedicated to sharing the right information with the right communities. Information that makes a difference to them.

We know every person added to a network doubles its value. So we make sure nobody gets left behind. Even if they don’t know they need to know.

We make things people find useful, with the people they are intended for.

We let them adapt what we do to be of best use to their community.

We always put the community first.

Apr 13, 2023 29

We listen

We need to know who needs to know.

Our brand audits are the first step. With the best technology available we listen wherever the conversation is open and shared.

We find communities and community leaders who value the information, products and services we have to share.

Apr 13, 2023 30

We respond. We participate

We work with clients AND communities to co-create digital products, services and messages. communities value and want to share.

Apr 13, 2023 31

P2PR, ‘Quick Win’ Services PLANNING

We put social media at the heart of your planning process to inform strategy, amplify campaigns and measure effectiveness

ONLINE PR AUDIT

We provide various levels of auditing to see how, by who and where communities are discussing your brand and products

REPUTATION MANAGEMENT

We provide reactive and proactive response consultancy

SOCIAL MEDIA PRESS RELEASE

We ensure your campaign is communicated effectively across the social media

SOCIAL MEDIA PRESS CENTER

We ensure your campaign is communicated effectively across the social media

Apr 13, 2023 32

P2PR, Community Services

Consumer Segment Engagement

We plan outreach to engage segmented groups of people where ever they maybe across multiple communities

Specific Community Engagement

If engaging a specific community is your objective we will advise on the best approach to take relative to them

Community Hosting

We equip the latent community around your brand or product with the tools to bring them together

Apr 13, 2023 33

P2PR, Campaign Services

Micro-sitesPurpose built point of focus to host community toolkits to build and share with

WidgetsPortable, personalized way to leverage of engaged users networks

Branded ChannelExtension of brand within any social media channel inc. Bebo, Facebook, Myspace

Content ProductionVideo scripting & production for viral videos, branded content to populate micro-sites or branded channels and Infographics

Online CompetitionsWe can create, promote and manage online competitions

Apr 13, 2023 34

Social brief creation

We will join with you AND the communities you wish to reach, to define the information, service and products THEY will find useful

We believe this is a key to creating value people will share – the most effective way of sharing a message in the networked world