Applied PR 2.0

Blogosphere and Online Media Research Findings

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

Background 100 Days Plan: Blog and Online Media

Expertise (R) Research, Seminars, Team Training,

Hands-on Learning

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.

Online Media vs. Blogs Online Media: Not print.

Newspapers - Washington Post Magazines – Ladies’ Home Journal and

Sports Illustrated Blog: Brief, frequently updated posts

that are arranged chronologically. Allow ongoing conversation with audience

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

Types of Blogs and Bloggers Categories of Blogs:

Producers Reviewers Pointers

Different Uses of Blogs: Corporate, Journalism, Educational, Travel,

Political

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

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

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

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

Case Studies Pebble Beach (AOL Stylelist)

Lexus Virtual Open Outreach and Results

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

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

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

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/

Lexus Fashion Preview Blog Analysis: Stylelist.comTotals 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

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

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

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

Lexus Virtual Open Results 188.9 Million Media Impressions

to Date Top Online Media Placements:

ABC News NowCBS WallStripYahoo! Sports

Top Blog Placements: 100+ Joystiq #38 on Technorati Geekanerd Authority Kotaku #17 on Technorati Wii Nintendo WiiYou Nintendo Fan Boy AOL Game Daily Nintendo Forums

Applied 2.0 Wrap up Any Questions???