Intro to: Digital Public Relations

Nivell Rayda

Chief Viral Communicator

Interactive Digital Public Relations

ComparisonWith

Traditional Media

Type

• Signage• Billboard• Newspaper• Magazine• Radio• Television

• Activation• Ambience• Sponsorship• Ad placement• Media relations

But here’s the

problem!!

We are bombarded with them

everyday

Zip Zap

Headline Reading

TiVo

How do we communicate?

Internet

The World is ChangingThe World is Changing

• The way we work• The way we shop• The way we think• The way we view the world• The way communicate• The way we get information• The way we share information• The way we interact

• Democratizing Geography• No hierarchy: one to many and many to many• Unfiltered message• Interactive: instant feedback, response, debate• Virtually unlimited by space or time• Anyone can participate• Low cost• Customized• Non-linear navigation• Decentralized• Multimedia

All thanks to the internetAll thanks to the internet

Even the internet is

Changing

• Internet is for the technologically savvy• Dominated by web designers and developers• Websites are static• Numbers are still limited• Communication is one-way• Users are low• Contents are monotonous• Connection slow• Storage capacity limited

Web 1.0Web 1.0

• Explosion in internet usage• More connection, more speed, more

storage• Affordable and accessible• Anyone can build a site/blog• People actively participate• User generated content• Websites became dynamic• People can openly discuss and comment• People can share and make it viral• Communications became two-way

Web 2.0Web 2.0

As of May/07

• 43 million websites• 6.6 million blogs• 7.18 million social networking users• 4.72 million online community/groups• 20 million internet users (8.4%) 2008• 40 million estimated by the end of 2009

Sourcehttp://www.internetworldstats.com/asia.htm#id

How Digital is IndonesiaHow Digital is Indonesia

1998

512,000 internet users

2008

24 million internet users, or 4587% increase

Source

http://www.internetworldstats.com/asia.htm#id

How Digital is IndonesiaHow Digital is Indonesia

• Employees• Managers• Customers• Investors• Suppliers• Retailers• Distributors• Regulating bodies• Activists• Guild associations• Communities• Unions• Opinion leaders• Experts• Media• Public at large

Who are these usersWho are these users

Communication

is changing

Communications as we know itCommunications as we know it

Company Company Company

Public Public Public

Media

Media

Influencers

How comm has transformedHow comm has transformed

Value creation+ Spreading of corporate message

Posses a threat+ Spreading of rumors and negative comments

How do we use

the internet?

• Thought leadership on industry related issues

• Online community building• Communication intelligence• Advocacy• Viral communication• Online competition

How do we use it?How do we use it?

Thought LeadershipThought Leadership• Someone with a high knowledge about an issue• Insight about the industry• Willing to shed light to others

Application:• Explaining what you are all about• Explaining the industry• Giving advice to people• Industry perspective on current issues

Impact:• Credibility• Reputation in the industry• Regarded as the key player• Top of mind awareness• Influence to traditional

Online CommunityOnline Community• People who share the same views, interests and opinion interact with one another

Application:•Hobby•Interest•View•Profession

Impact:•Gaining public insight•Idea generation•Customer participation•Expanding database•Brand loyalty•Providing added value

Communication IntelligenceCommunication Intelligence• Scanning for issues regarding your company, brand, industry and competitor

Application:•Customer satisfaction•Complaints•Issue management•Development in the industry•Competitor activity•What employees are saying

Impact:•Be the first to know•Address the issue before they escalate•Probing public opinion

AdvocacyAdvocacy• Advocating product related issues

Application:•Facts•Figures•Events•Activities•Expert analysis•Compelling stories•Testimonials

Impact:•Change in perception•Change in attitude•Change in behavior•Change in value

Viral CommunicationsViral Communications• Allowing users to spread your communication

Application:•Videos•Audios•Images•Texts•Games•Applications•Bookmark•Syndication

Impact:•Awareness•Spreading company’s message

Online competitionOnline competition• Online based competition

Application:•Video•Photography•Design

Impact:•Awareness•Spreading company’s message•Active participation•Content generation

[E.g]

Obama on Facebook

Obama on Twitter

How does it work

??

Other people talking about

company activities

Existing Photos on

FlickrFacebook

Existing Videos on

YouTubeFacebook

Fresh Content

Blog Walking

Chat

Comment

Link love

Content

Search Engines

Public

Share with note

Blog

Share

Corporate blogging

ScreeningBlogger

InviteCome to

event

WriteTake pictureTake video

Facebook

You Tube

blog Flickr

Blogger engagement

InvitationExisting

database

Members

Membergenerateddiscussion

Membergenerated

photo

Membergenerated

video

CommentsReplies

Comments Replies

Comments Replies

Interaction Interaction Interaction

Value

FeedbackInsight

Content For blog

Online community

How companies are changing

CompanyIgnorant company

(no communication)

CompanyInforming company

(one way communication)

CompanyCommunicating company

(two ways communications)

Engaging company

(common value)

Company

Who do you want them to be?

Passive consumers?

Active participants?

From

PassiveMacroFixedStatic

MessagesFormal

DictationFinite

StagedFacelessPromises

To

ActiveMicro

PortableLively

InteractionsInformal

ConversationInfinite

ImprovisedPersonalities

Actions

Getting from point A to point B requiresGetting from point A to point B requires

Point AYour Situation

Point BYour Objectives

StrategyStrategy

ContentContent

ConnectionConnection

InteractionInteraction

IntegrationIntegration

ToolsTools

?

?

Competition ?

Exercise

/nivellism

http://slideshare.net/nivellism

http://twitter.com/nivellism

Thank You!

Interactive Digital Public RelationsJalan Tanah Kusir IV no.61 Jakarta 12240 IndonesiaT: 021 997 46141nivell@indipr.comhttp://indipr.com