1. Applied PR 2.0 Blogosphere and Online Media Research Findings

2. Agenda Background Web 2.0 – PR 2.0 Online Media vs. Blogs Blog and Online Media Outreach Tactics Tracking, Measuring and Evaluating Results Case Studies AOL Stylelist and the Lexus Fashion Preview Lexus Virtual Open

3. Background 100 Days Plan: Blog and Online Media Expertise (R) Research, Seminars, Team Training, Hands-on Learning

4. Web 2.0 – PR 2.0 Web 2.0 Review PR 2.0 Defined PR 2.0 uses a combination of social media tools that are available to communications professionals to reach and better communicate with influencers and consumer audiences directly. PR 2.0 is specific to how PR, multimedia, and the web intersects and creates a new breed of PR/Web marketers. PR professionals are incorporating Web 2.0 resources into their brand’s PR strategy and planning for more targeted and impactful Web communication.

5. Online Media vs. Blogs Online Media: Not print. Newspapers - Washington PostWashington Post Magazines – Ladies’ Home Journal and Sports IllustratedLadies’ Home Journal Sports Illustrated Blog: Brief, frequently updated posts that are arranged chronologically. Allow ongoing conversation with audience

6. Types of Online Media: Text News Story Photos Photo to go along with news story Graphics A map or chart to go with story Audio Testimonials from people involved with the story Video So viewers can view more of the story, up close and personal User Interaction Email, discussion, chat http://www.latimes.com/news/nationworld/nation/la-na- crandon9oct09,0,4126894.story?coll=la-home-center

7. Types of Blogs and Bloggers Categories of Blogs: Producers Reviewers Pointers Different Uses of Blogs: Corporate, Journalism, Educational, Travel, Political

8. Types of Blog Readers The Hater The Fair-Weathered Reader The Opinionated The Scanner The Lurker The Contributor The Diamond

9. Blog and Online Media Outreach Tactics Determine the subject/event/news you would like the media outlet to cover Research the appropriate outlet and appropriate media contact Reach out to specific media outlet contact Approach Be very careful on how you do this Provide the best information possible, especially why the information is relevant to the specific contact

10. Blog and Online Media Outreach Tactics (Cont.) Provide media contact with all pertinent information and be available for questions and additional needs Follow up with media contact if necessary and keep in contact Establish a relationship for future initiatives and happenings

11. Tracking, Measuring and Evaluating End Results Paid Services Nielsen Net Ratings Online Services with no cost associated Quantcast Technorati Above and Beyond Media Impressions Nielsen Buzzmetrics options and costs Nielsen Buzzmetrics

12. Case Studies Pebble Beach (AOL Stylelist) Lexus Virtual Open Outreach and Results

13. Pebble Beach and AOL Stylelist Task at Hand: 2008 Lexus Fashion Preview Based on PR Plan, reach out to Fashion/Lifestyle Blogger to attend Lexus Fashion Preview http://www.youtube.com/watch?v=KJ2dLySDxVE

14. Lexus Fashion Preview Blog Outreach Step 1: Determine category of lifestyle blogger Step 2: Research potential bloggers Media Map, Online Research, Past Knowledge How did we determine AOL Stylelist? Step 3: Sent top 2 blogger choices to Bill Stephenson at Buzzmetrics to weigh in on choices using his expertise Step 4: Client Approval Step 5: Initial Contact with Carly Milne

15. Lexus Fashion Preview (cont.) Step 6: Provided Carly information on event, including photos from the previous show and WHY this would be a fitting event for the Stylelist to cover. Step 7: Carly presented idea to her editor and after multiple emails, we were on! Step 8: Hosted Carly to the Lexus Fashion Preview and provided her a Lexus-like Pebble Beach experience

16. Lexus Fashion Preview (cont.) Step 9: Provided Carly with photographs and follow-up press materials right away She was able to get the story posted the Monday after the weekend of the event! http://www.stylelist.com/blog/category/style-spotting / http://www.stylelist.com/blog/category/style-spotting /

17. Lexus Fashion Preview Blog Analysis: Stylelist.com Totals per Month Total Unique Users: 731,000 Females - 74%, Males – 26% 75% of readers are ages 35-64 Blog Ranking: 550,426 on Technorati 29,529 out of 20,267,977 reported sites on Quantcast

18. Lexus Virtual Open Task at Hand: 2008 Lexus Virtual Open Based on PR Plan, reach out to bloggers and online media to cover and attend Lexus Virtual Open and IS F 1-year lease

19. Lexus Virtual Open Step 1 : Determine media outreach tactics and target media demo. Step 2 : Blog Outreach Categories include: Sports, Tennis, Tech, Gaming, local NYC region Step 3 : Pitched visual exclusive to Kotaku Back-up included: Joystiq, IGN and AOL's GameDaily

21. Lexus Virtual Open (Cont’d.) Step 4: Media outreach to additional bloggers and online media. Step 5: Scheduled Lexus Media at the LVO. Step 6: Pitched all types of local broadcast media, print, online and blog media to attend. Step 7: Emailed LVO photos for additional coverage

22. Lexus Virtual Open Results 188.9 Million Media Impressions to Date Top Online Media Placements: ABC News Now CBS WallStrip Yahoo! Sports Top Blog Placements: 100+ Joystiq #38 on TechnoratiGeekanerd Authority Kotaku #17 on TechnoratiWii Nintendo WiiYouNintendo Fan Boy AOL Game Daily Nintendo Forums

23. Applied 2.0 Wrap up Any Questions???