AXXESS MEDIADigital Public Relations

What is digital PR

• Digital public relations serve the same basic function as traditional public relations which emphasizes the building of mutual relationships between an organization and its publics.

• Digital public relations is a powerful tool that will enhance your corporate communications further, faster, wider, cheaper and make it more interactive, something that would otherwise be impossible to do in the traditional public relations.

The world is fast changing in ….

• 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

Everyone is a media outlet• Same idea in 100 places has an amplifying effect

SharmilaSharmila

MunirajMuniraj

DJDJTarpanTarpan

AbhijeetAbhijeet

All thanks to Internet--

• 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

Why Digital Public Relations ?

• 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

After 100 years, technology enabled new means of communication. Significant broadband penetration helped foster widespread growth of

social media and made news an extremely volatile industry.

\\ 1.17 billion internet users worldwide (source: Internet World Stats 06/30/07)

\\ 69% of Americans use the internet (source: World Internet Usage 06/30/07)

\\ Swift changes being seen in newspaper readership habits

\\ Major circulation and ad revenue declines

\\ Newspapers testing new tactics (comments, popularity ranking, narrower pages)

\\ Five of the top 10 visited websites are social (source: Alexa)

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

What is our Digital solution ?

• RSS/Wiki• Online community • Social Media• Viral communication• PodCast• Blogs• Forums• Websites• Webcast• Webinars

RSS / WIKIS• A wiki is a page or collection of Web pages designed to enable anyone

who accesses it to contribute or modify content, using a simplified language.

• Enter Information about the Company or its Products on Wikipedia

• Monitoring Wikipedia to ensure that Information is not altered

• Edit and Enter Information on relevant Wikis

• Where ever relevant create our own Wikis

• RSS• To keep track of changes in the Content Sites of ours as well as Competition

• To supplement our efforts to reach out to our target audience, by RSS enabling key content that appears with periodicity

Social Media / Online 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

Online Community

Viral Communication• Allowing users to spread your

communication

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

Impact:• Awareness• Spreading company’s message

Podcast

• A podcast is a series of audio or video digital-media files which is distributed over the Internet by syndicated download, through Web feeds, to portable media players and personal computers.

Corporate Blogs / Forums

• A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.

• Forum – online discussion

Example- blog

• Even McDonalds has a blog• The company is responding to criticism over

the healthiness of fast food

How digital is world ?

World internet users

Internet usage in Asia

Asia’s top ten Internet countries

YouTube = 10 percent of all internet traffic (source: Ellacoya Networks)YouTube & Wikipedia among top brands(source: brandchannel.com)Five of the top 10 websites are social(source: Alexa)Over 100 million blogs exist(source: Technorati)120,000 new blogs launched every day(source: Technorati)1.5 million posts per day (17 per second)(source: Technorati)Blog readership………

BuildCommunity Build

Community

BuildCommunity

BuildCommunity

The Corporate Newsroom

The Corporate Newsroom

Cost effectiveness---

• Online Marketing is a Cost Effective Marketing Tool that is an Integral part of your Marketing Mix.

• The Tools available complement your existing PR and Marketing Campaigns.

• Digital public relations are by far much more cost effective than traditional advertising and public relations.

• A single 30 second advertising spot on a primetime program costs about five times more than a month long digital public relations campaign. While a single press conference costs you six months worth of digital public relations consultancy

AUDIENCE

New Media Relations=Digital Public Relations

Source: Cymfony

Getting from “your situation …to ….. your objective “, requires

•Strategy•Content•Connection•Interaction•Integration•Tools

Thank youContact us:

AXXESS MEDIA# 7, 3RD FLOOR, DEVANAGARI SOCIETY,LANE D, NORTH MAIN ROAD, KOREGAON PARK,PUNE 411 001.P: +91 20 65005530

URL: www.brandz360.com