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Social media from a PR perspective

Ionut Oprea
Ionut Oprea

Social media from a PR perspective. How to change your mindset in order to better plan for social media. Presentation held by Ionut Oprea, manager, STANDOUT (www.standout.ro) at the European Association for Communication Directors' conference in Bucharest, Romania.http://www.eacd-online.eu/events/120.php

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Blogs in Romania
Blogs in Romania 11.436 active blogs (at least 1 article in october) from 35.611 monitored 3327 active sites registered with trafic.ro/bloguri Source: www.zelist.ro Top 50 reach bloguri
Website vs blog Credits: www.converstations.com Cobweb Photo at Flickr by florriebassingbourn Crowd Photo at Flickr by kyrielle Different mindset Different approach Different tools Different metrics Different results
Blogs arent just websites! Websites/classic media tools/metrics: New metrics for blogs & all social media Starting conversations Engagement Involving bloggers, their readers, and social media users in campaigns OTHER? (Spread value, engagement value, influence value) Authentical content/reviews News coverage Reach/eyeballs Media relations Press releases PRESS RELEASES Media advertising value Testimonials
& bloggers arent journalists Bloggers dont Publish press releases Limit themselves with journalism rules and methods Need to be objective/impartial Need to be right Need to obtain approval for anything Answer any invitation of the tens they receive daily Bloggers do Talk about what they like Talk about what their readers like Criticize everything Opinionize & take sides Appreciate fun & witty online campaigns Appreciate common sense, good humor, and good grammar & writing skills
Practices Sites and classic media Selection by reach and TG Sending out press releases Nurturing relationships with key journalists Press conferences Events Spreading testimonials Blogs and social media Selection by reach, interaction potential and blog personality Creating social media actions Using key bloggers to generate followship Integrated marketing communications Dedicated content and interaction plan and resources
Were this a press release
Puma sponsorship of Squadra Azzura Puma discussed on top Romanian blogs about sponsoring the national team of Italy and engaged users in the conversation On 5 of the top 10 Romanian blogs Users were asked to tell their most beautiful memories of the national team of Italy creating an excellent context for Puma Puma offered several Puma products as prizes
Blog readers in Romania Key findings: Young people, mostly 20 35 years-old (73,7%), revenues and studies above the Romanian average internet user Are loyal to their favourite blogs (most read 2-5 blogs almost daily) Interact with their favourite blogs (44,7% commented at least onace) and 6.6% are active commenters that do it often or with almost each new article Are influenced by these : 68,9 % have confirmed or changed their opinions based on reading blogs 59,9% many times.
Thx. Ionut Oprea www.clickio.ro www.standout.ro

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Social media from a PR perspective

  • 2. Blogs in Romania 11.436 active blogs (at least 1 article in october) from 35.611 monitored 3327 active sites registered with trafic.ro/bloguri Source: www.zelist.ro Top 50 reach bloguri
  • 3. Website vs blog Credits: www.converstations.com Cobweb Photo at Flickr by florriebassingbourn Crowd Photo at Flickr by kyrielle Different mindset Different approach Different tools Different metrics Different results
  • 4. Blogs arent just websites! Websites/classic media tools/metrics: New metrics for blogs & all social media Starting conversations Engagement Involving bloggers, their readers, and social media users in campaigns OTHER? (Spread value, engagement value, influence value) Authentical content/reviews News coverage Reach/eyeballs Media relations Press releases PRESS RELEASES Media advertising value Testimonials
  • 5. & bloggers arent journalists Bloggers dont Publish press releases Limit themselves with journalism rules and methods Need to be objective/impartial Need to be right Need to obtain approval for anything Answer any invitation of the tens they receive daily Bloggers do Talk about what they like Talk about what their readers like Criticize everything Opinionize & take sides Appreciate fun & witty online campaigns Appreciate common sense, good humor, and good grammar & writing skills
  • 6. Practices Sites and classic media Selection by reach and TG Sending out press releases Nurturing relationships with key journalists Press conferences Events Spreading testimonials Blogs and social media Selection by reach, interaction potential and blog personality Creating social media actions Using key bloggers to generate followship Integrated marketing communications Dedicated content and interaction plan and resources
  • 7. Were this a press release
  • 8. Puma sponsorship of Squadra Azzura Puma discussed on top Romanian blogs about sponsoring the national team of Italy and engaged users in the conversation On 5 of the top 10 Romanian blogs Users were asked to tell their most beautiful memories of the national team of Italy creating an excellent context for Puma Puma offered several Puma products as prizes
  • 9. Blog readers in Romania Key findings: Young people, mostly 20 35 years-old (73,7%), revenues and studies above the Romanian average internet user Are loyal to their favourite blogs (most read 2-5 blogs almost daily) Interact with their favourite blogs (44,7% commented at least onace) and 6.6% are active commenters that do it often or with almost each new article Are influenced by these : 68,9 % have confirmed or changed their opinions based on reading blogs 59,9% many times.
  • 10. Thx. Ionut Oprea www.clickio.ro www.standout.ro