Tapping the Web and the New Media Chapter 12

Democratization of Information Internet is revolutionary in so many ways Internet is revolutionary in so many ways As a media form it is characterized by: As a media form it is characterized by: Widespread broadband=high speed communication Widespread broadband=high speed communication Wireless accessibility and “smart” mobile devices Wireless accessibility and “smart” mobile devices Free or inexpensive easy-to-use online publishing tools Free or inexpensive easy-to-use online publishing tools New distribution channels New distribution channels New advertising paradigms New advertising paradigms

Worldwide Adoption– Fast! It took only four years for 50 million users to be logged on to the Internet once is became widely available It took only four years for 50 million users to be logged on to the Internet once is became widely available Radio took 40 years to reach 50 million Radio took 40 years to reach 50 million Television took 13 years Television took 13 years

Websites and PR From a PR standpoint a website is literally a distribution system in cyberspace From a PR standpoint a website is literally a distribution system in cyberspace Organizations use websites to market products and services, post news releases, product information, corporate backgrounders, position papers, photos and videos Organizations use websites to market products and services, post news releases, product information, corporate backgrounders, position papers, photos and videos

Designing a Website Define the objective of the site Define the objective of the site Design the site with the audience in mind Design the site with the audience in mind Don’t just place existing materials on the site; redesign the material with strong graphic components Don’t just place existing materials on the site; redesign the material with strong graphic components Update the site constantly Don’t overdue the graphics. Complex graphics take longer to load Make the site interactive; give the user buttons to explore various topics Use feedback to improve and evolve the site

Writing for the Web Thoughts A Sun Microsystems study found it takes 50 percent longer for an individual to read material on a computer screen than on a printed page A Sun Microsystems study found it takes 50 percent longer for an individual to read material on a computer screen than on a printed page As a consequence, 79 percent of online readers scan text instead of reading word-by-word As a consequence, 79 percent of online readers scan text instead of reading word-by-word Online reading is considered non-linear—meaning people go to information out of order Online reading is considered non-linear—meaning people go to information out of order This technique is called “branching”– sending viewers in specific directions with various links This technique is called “branching”– sending viewers in specific directions with various links Information isn’t presented in linear top to bottom order– compare computer reading to index cards in a file box, one screen behind the other Information isn’t presented in linear top to bottom order– compare computer reading to index cards in a file box, one screen behind the other

The Effective Website Team You must have the vision of how you want your organization to be perceived by the public You must have the vision of how you want your organization to be perceived by the public You need a copywriter to write the text You need a copywriter to write the text You need a graphic artist to add the visual element You need a graphic artist to add the visual element You may need a computer programmer to put the ideas together in HTML code for the Internet You may need a computer programmer to put the ideas together in HTML code for the Internet

Attracting Visitors to Your Website Building a site doesn’t mean anyone will see it! Building a site doesn’t mean anyone will see it! You need a lot of directional signage so people can find your website: hyperlinks and search engines You need a lot of directional signage so people can find your website: hyperlinks and search engines Studies have found that most people find websites by following links, either from other websites or search engines Studies have found that most people find websites by following links, either from other websites or search engines Sites that have a lot of links with other sites tend to get more visitors Sites that have a lot of links with other sites tend to get more visitors Having many links also increases your ranking on search engines Having many links also increases your ranking on search engines But don’t put links to other sites (not yours) on your homepage because some visitors might get distracted even before they get into your site But don’t put links to other sites (not yours) on your homepage because some visitors might get distracted even before they get into your site

Search Engines The search engine is the key to the vast, sprawling universe called the World Wide Web The search engine is the key to the vast, sprawling universe called the World Wide Web Google, Yahoo!, MSN and Bing are the major ones Google, Yahoo!, MSN and Bing are the major ones Microsoft launched its Bing search engine in 2009 Microsoft launched its Bing search engine in 2009 Search engines create more awareness about websites than all advertising combined, including banner, newspaper, television and radio placements Search engines create more awareness about websites than all advertising combined, including banner, newspaper, television and radio placements Studies show that Internet users, on average, limit their searches to the first 10 citations Studies show that Internet users, on average, limit their searches to the first 10 citations

Search Engine Optimization Cracking the Top 10 citation list– consider the Search Engine Optimization (SEO) technique Cracking the Top 10 citation list– consider the Search Engine Optimization (SEO) technique Basic idea is that an organization uses keywords to describe its business, products, or services- words that might be used by average consumers Basic idea is that an organization uses keywords to describe its business, products, or services- words that might be used by average consumers These keywords are embedded as hyperlinks in your website and materials so search engines can identify them These keywords are embedded as hyperlinks in your website and materials so search engines can identify them

Paying for Rankings Paying for Rankings Search engines are commercial enterprises so they earn revenue by charging fees to get listed on their indexes Search engines are commercial enterprises so they earn revenue by charging fees to get listed on their indexes “If you want your client’s website to outscore the competition, the choices are to pay, or pay more.” (PR Week writer- our book p. 317 ) “If you want your client’s website to outscore the competition, the choices are to pay, or pay more.” (PR Week writer- our book p. 317 ) Exclusive rights can be purchased to search words that best describe your organization or products—known as “pay-for-position” (See ping-pong ball example, p. 317) Exclusive rights can be purchased to search words that best describe your organization or products—known as “pay-for-position” (See ping-pong ball example, p. 317) “Pay for inclusion” is another option (p. 317) “Pay for inclusion” is another option (p. 317) – for latest news, tips and trends for getting listed on major search engines – for latest news, tips and trends for getting listed on major search engines

Tracking Site Visitors Management, given its website investment, wants to know if the site is actually working Management, given its website investment, wants to know if the site is actually working How well is it fulfilling its objectives? Is it generating sales leads? Is it selling products and services? Helping establish brand identity? Are journalists using it to write stories? How well is it fulfilling its objectives? Is it generating sales leads? Is it selling products and services? Helping establish brand identity? Are journalists using it to write stories? Terms for counting the number of visitors: hits, page view, page impression, unique visitor Terms for counting the number of visitors: hits, page view, page impression, unique visitor

Hits, Views, Impressions, etc Website “hit” describes the number of requests a Web server has received- not the number of actual viewers Website “hit” describes the number of requests a Web server has received- not the number of actual viewers Page view and page impression are interchangeable and refer to the number of times a page is pulled up. Unlike a “hit,” one completed visit equals one page view. Most often used to describe site “traffic” Page view and page impression are interchangeable and refer to the number of times a page is pulled up. Unlike a “hit,” one completed visit equals one page view. Most often used to describe site “traffic” Unique visitor- refers to first-time visitors to a site. Is considered a good metric for tracking the number of viewers, whereas page view is better for tracking brand awareness Unique visitor- refers to first-time visitors to a site. Is considered a good metric for tracking the number of viewers, whereas page view is better for tracking brand awareness

Webcasting Webscasting is the streaming of audio and video in real time over a website Webscasting is the streaming of audio and video in real time over a website Is used by organizations for everything from news conferences to employee training Is used by organizations for everything from news conferences to employee training The value of a Webcast is its delivery system- the computer The value of a Webcast is its delivery system- the computer Cost-effective/inexpensive way to reach intended audience Cost-effective/inexpensive way to reach intended audience Regular TV and radio broadcasts involve getting approval of media gatekeepers and are expensive Regular TV and radio broadcasts involve getting approval of media gatekeepers and are expensive Close-circuit TV requires the audience to gather at a specific location to view the program Close-circuit TV requires the audience to gather at a specific location to view the program

The Rise of Social Media Web 2.0- second generation of the Internet- has given rise to social media/social networking sites Web 2.0- second generation of the Internet- has given rise to social media/social networking sites This provides PR pros with the opportunity to participate in social networking sites to build relationships and get feedback This provides PR pros with the opportunity to participate in social networking sites to build relationships and get feedback Increasingly organizations are establishing sites on the two popular social networking sites, Facebook and MySpace, and video sharing sites such as YouTube Increasingly organizations are establishing sites on the two popular social networking sites, Facebook and MySpace, and video sharing sites such as YouTube Twitter is also used strategically to promote, publicize and inform Twitter is also used strategically to promote, publicize and inform PR materials need to be low-key and creative to engage the audience via these communication tools/channels PR materials need to be low-key and creative to engage the audience via these communication tools/channels

YouTube, Flickr, Twitter, Wikis YouTube is the premier social networking site for posting and viewing videos YouTube is the premier social networking site for posting and viewing videos Organizations are also heavily involved in posting video clips Organizations are also heavily involved in posting video clips These clips must be creative, interesting and often humorous to attract an audience These clips must be creative, interesting and often humorous to attract an audience Flickr is the major photo sharing site Flickr is the major photo sharing site Texting, Twitter and wikis are used extensively today in PR work Texting, Twitter and wikis are used extensively today in PR work See list of important Web 2.0 sites on p. 323 See list of important Web 2.0 sites on p. 323

RSS- Really Simple Syndication News and other updated information can be sent directly to your computer or phone News and other updated information can be sent directly to your computer or phone Users sign up for RSS feeds from various organizations and news outlets Users sign up for RSS feeds from various organizations and news outlets RSS allows organizations to monitor blogs and other websites that may mention the organization’s products or services RSS allows organizations to monitor blogs and other websites that may mention the organization’s products or services

Web 3.0 is Coming! The next Internet generation will see the further development of smart phones as minicomputers The next Internet generation will see the further development of smart phones as minicomputers The cost of mobile-enabled content will go down, and will enable consumers to send and receive vast amounts of information The cost of mobile-enabled content will go down, and will enable consumers to send and receive vast amounts of information Despite the advent of new media, people still use traditional media in great numbers Despite the advent of new media, people still use traditional media in great numbers Content in traditional media often makes people aware of new products and services, and drives them to the Internet for more information Content in traditional media often makes people aware of new products and services, and drives them to the Internet for more information iPads growing influence: Article iPads growing influence: ArticleArticle ###