social media consultantBRUNO AMARAL
www.brunoamaral.eu
PR AND BEHAVIOR ON THE SOCIAL WEB
WHAT IS PR?
http://definingpublicrelations.wikispaces.com/
Photo: http://www.flickr.com/photos/ntr23/187226087/
WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPS
http://definingpublicrelations.wikispaces.com/
WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPS
Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.
http://www.cipr.co.uk/content/about-us/about-pr
WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPS
Public relations is the management of communication between an organization and its publics — Grunig and Hunt, 1984
WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPS
Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, mutual understanding, realize organizational goals, and serves the public interest. — Flynn, Gregory and Valin
Flynn, Gregory and Valin
WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPS
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. — PRSA
http://www.nevillehobson.com/2012/03/02/public-relations-redefined/
Our objective :- to define online relationships- to list a number of tools and resources essential for strategic communication on the web
WHAT ARE RELATIONSHIPS?
Relationships form when both parties perceive similar values systems and as a result alter their behavior in accordance.
RELATIONSHIPS ONLINEVALUES+BEHAVIOR
Online Values Systems
Photo: http://www.flickr.com/photos/jeff-bauche/2230236391/
RELATIONSHIPS ON THE WEB
PLATFORMS CHANNELS CONTENT CONTEXT
We connect through a vast number of platforms and channels, displaying and identifying values.
Different channels are used for different purposes (contexts) and the content found in each channel also differs as a result.
people: http://www.flickr.com/photos/mi-ki/2480460182
facebook and flickr: http://www.flickr.com/photos/ansik/4425771596/
RELATIONSHIPS ON THE WEBA COHERENT CORPORATE VOICE ACROSS THE WEB
More than worry about controlling the conversation, brands and organisations need to focus on being coherent across all of it’s owned (social) media.
BUILDING RELATIONSHIPSORGANIZATION CHANNEL PUBLIC
CONTEXT
Effective communication leads to BEHAVIOR
For an organisation or brand, a relationship occurs when for a given context (or purpose) it is able to communicate with Publics and is able to influence their behavior or change it’s own behavior.
There are a number of levels of behavior change that exceed the scope of this presentation.
KEY TO SUCCESS- find the right channel for the right Public- be aware of your purpose - prepare to adapt- monitor and listen
MEASURE+MONITOR
DIALOGUECAMPAIGNS CHANNELS
Building relationships is about listening and acting
Photo: http://www.flickr.com/photos/ecstaticist/1340787730/
MEASURE+MONITOR
MONITOR: BRAND SECTOR SOCIETY CRISIS, BOUNDARIES, OPPORTUNITIES AND THREATS
MEASURING+MONITORING TOOLS
WIDE SCOPE: CATEGORY, SECTOR, BRANDNARROW SCOPE: CHANNEL SPECIFIC
http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg
WIDE SCOPE: CATEGORY, SECTOR, BRANDWHAT WILL WE MONITOR AND WHAT WILL WE DO WITH THAT INFORMATION?
MEASURING+MONITORING TOOLS
http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg
Radian6 http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg
Alterian
Other social media monitoring tools http://wiki.kenburbary.com/
socialbakers
SOCIAL NETWORK ANALYSIS
reader
tweetwhen
thinkup
SOCIAL NETWORK ANALYSIS
NARROW SCOPE: CHANNEL SPECIFICPERFORMANCE AND RETURN
MEASURING+MONITORING TOOLS
- google analytics- facebook insights
OUTPUTOUTTAKEOUTCOMECONTENT PUBLISHED
Not just in valuable in quantity but also in SEO metrics
OUTPUTOUTTAKEOUTCOMEPAGEVIEWSVISITORSINTERACTIONS OR MENTIONSINDEXED PAGESINLINKS
OUTPUTOUTTAKEOUTCOMEMATCH OF VALUESBEHAVIOR CHANGE (INTERNAL AND EXTERNAL PUBLICS) RELATIONSHIPS
MANAGEMENT TOOLSAUTOMATE AGGREGATE BROADCAST RESPOND
ifft
pipes.yahoo.com
ifttt.com