1. WebPR and Online Reputation Management

2. “ Public relations is the practice of managing the flow of information between an organisation and its publics.”
Wikipedia
Headline here as opposed to title - more explanatory, see wiki for more info

3. How is WebPR different?
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4. You have less control…
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5. … over FAR MORE channels
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6. Websites Blogs Forums Social networks Instant messenger Email SMS
Twitter
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7. Your market has less attention…
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8. …and they only care about themselves
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10. Lets look at blogs specifically…
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11. Well over 120 million blogs
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12. Still over 200 000 new ones created daily
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13. “kudos”
blogs
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14. “boycott”
blogs
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15. “scam”
blogs
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16. People are talking…
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17. Why are blogs important?
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18. They dominate search results
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19. They are the voice of your brand perception
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20. 1.2 million people search for “Delta Airlines” each month.
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23. So consumers have a voice like never before!
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24. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration.
European Travel Commission
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25. 88% of Trip Advisor visitors are influenced by the content the read on the site
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27. Consumer Generated Content influences over $10 Billion per year in online travel
Compete.com
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28. Even Twitter has made things more complex!
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32. So, how do we tame this wild beast?
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33. We don’t!
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34. Listen | THINK | Engage
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35. Lets start with the listening…
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36. Online Reputation Monitoring
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37. “ It takes 20 years to build a reputation, and 5 minutes to ruin it
“ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ”
Warren Buffet
Headline here as opposed to title - more explanatory, see wiki for more info

38. Wikipedia: reputation is the general opinion, or more technically, a social evaluation, of the public toward a person, a group of people, or an organization.
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39. How is online reputation different?
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40. It spreads faster...
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41. … and the evidence lasts longer
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42. 2 primary methods of monitoring reputation
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43. Mention tracking and buzz tracking
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44. Buzz tracking uses AI to determine sentiment
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45. It is the only realistic option for mega brands
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46. Mention trackers report back on individual mentions
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48. No sentiment analysis or reporting
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51. what to track?
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52. as much as possible
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53. company names
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54. brand names
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55. employee names
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56. service types / names
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57. events
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58. outgoing communications – track unique text such as article titles.
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59. track everything and refine your tracking
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60. Data stored for each mention:
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61. Page Level Data URL Page title Author Date published Date picked up
PageRank
Alexa Rank
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62. Mention data State (relevant/irrelevant/duplicate/spam)
Media Origin (Press/Enterprise/Consumer/Directory
Language
Credibility (0 to 9; unknown to authoritative)
Sentiment (-5 to 5, emergency to celebration, no zero)
Number of phrase matches
Is the mention linked to your website: Y/N
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64. Using the Data
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65. Trigger custom notifications based on mention status
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66. Some examples…
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67. High severity: trigger an SMS to the CEO
Low severity: trigger an to the contact centre
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68. High positive: trigger email to marketing/PR > testimonials!
Low positive: trigger an to SEO team > link building!
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69. Reporting
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70. who is talking about you?
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72. what is their sentiment?
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74. Where is it originating?
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76. Custom reports across any criteria
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78. Reputation scoring
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79. Feed ALL mention data into an algorithm
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82. Trend watching
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83. Competitor mapping and benchmarking
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84. strengths and weaknesses within the brand
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86. OK… so now we understand our reputation
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87. What are the tools we can use to communicate?
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88. Firstly have a blog – it gives you a voice when you need one
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89. Blogging is not just 16 year old girls
Source: emarketer.com

90. Blogging is NOT difficult if you are an open organisation
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91. Create a blogging culture and the rest will take care of itself
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92. Then there is the traditional press release
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93. But online it needs to be tweaked
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94. Remember, they don’t care so lose the ego
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95. And make sure its been optimised for search engines
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96. Make sure it contains keyword rich links back to your website
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97. Get it indexed on your site first!
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98. Make sure its social media friendly
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99. Social Media is designed to be shared.
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100. Sharing through WOM, but also stimulated through social bookmarking and aggregators
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103. The press release has evolved…
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104. The Social Media Press Release
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108. And with social media, comes multimedia
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109. Use images, audio and video only where they are relevant and add value to the message
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110. You can submit your article to free and/or paid directories
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111. You can submit it to specific journalists and bloggers
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112. But don’t spam
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113. Online relationships are far more fragile
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115. Remember, offline often = online these days!
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116. But WebPR is NOT just about online press releases
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117. Remember, its about managing the flow of information
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118. Blogger relations
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119. Dangerous, but potentially rewarding territory
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120. Engage one on one or through a campaign
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121. Either way, make sure you truly understand them
Either way, make sure you truly understand them. They are not just a marketing channel!
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125. Be warned though… not everyone is friendly…
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127. Don’t let it get you down!
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128. Be open, be honest, be real
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129. If your intentions are genuine, this will shine through
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130. Engaging through social networks
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131. First choose your battles
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132. Social network efforts cost very little money, but do take a lot of time – spend it wisely!
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133. You are in THEIR social space, act like it!
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134. Facebook as an example…
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138. The Google CV!
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142. Santorum: Most Outrageous Word of 2004
American Dialogue Society
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143. But its not just about the bad stuff…
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145. Control your assets

147. Thank You