PR In Internet (Russian experience)

PR in Internet

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

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)

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

Internet Reality

Monolog Dialog

Mass Individual

Internet Rules

Honesty

Dialog

Regularity

What Can We Use?

Corporate site Blog Microblog (twitter) Chat RSS Vidget Social net Social favourites Forum Podcast (audio/video) Photo Virtual world Wiki

How To Use

Listen Participate Do not control Engage

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

The Power of Dreams

How to kill good text? Remove all photos and add useless design

What will you see?

What was the idea?

Internet is not a printed text page – pay attention to all elements, not only

letters

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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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

Internet becomes trustful source of information not only for users but even for media

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

BewareBe where consumers are

Be everywhere

Twitter

Quick request + Quick response =

What business needs

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

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

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

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!

This presentation contains:

Information from Internet

2d “PR in Internet” conference participants' materials

My own thoughts & experience