social media consultantBRUNO AMARAL

www.brunoamaral.eu

PR AND BEHAVIOR ON THE SOCIAL WEB

WHAT IS PR?

http://definingpublicrelations.wikispaces.com/

Photo: http://www.flickr.com/photos/ntr23/187226087/

WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPS

http://definingpublicrelations.wikispaces.com/

WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPS

Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

http://www.cipr.co.uk/content/about-us/about-pr

WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPS

Public relations is the management of communication between an organization and its publics — Grunig and Hunt, 1984

WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPS

Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, mutual understanding, realize organizational goals, and serves the public interest. — Flynn, Gregory and Valin

Flynn, Gregory and Valin

WHAT IS PR?CIPR MANAGEMENT OFCOMMUNICATION RELATIONSHIPS

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. — PRSA

http://www.nevillehobson.com/2012/03/02/public-relations-redefined/

Our objective :- to define online relationships- to list a number of tools and resources essential for strategic communication on the web

WHAT ARE RELATIONSHIPS?

Relationships form when both parties perceive similar values systems and as a result alter their behavior in accordance.

RELATIONSHIPS ONLINEVALUES+BEHAVIOR

Online Values Systems

Photo: http://www.flickr.com/photos/jeff-bauche/2230236391/

RELATIONSHIPS ON THE WEB

PLATFORMS CHANNELS CONTENT CONTEXT

We connect through a vast number of platforms and channels, displaying and identifying values.

Different channels are used for different purposes (contexts) and the content found in each channel also differs as a result.

people: http://www.flickr.com/photos/mi-ki/2480460182

facebook and flickr: http://www.flickr.com/photos/ansik/4425771596/

RELATIONSHIPS ON THE WEBA COHERENT CORPORATE VOICE ACROSS THE WEB

More than worry about controlling the conversation, brands and organisations need to focus on being coherent across all of it’s owned (social) media.

BUILDING RELATIONSHIPSORGANIZATION CHANNEL PUBLIC

CONTEXT

Effective communication leads to BEHAVIOR

For an organisation or brand, a relationship occurs when for a given context (or purpose) it is able to communicate with Publics and is able to influence their behavior or change it’s own behavior.

There are a number of levels of behavior change that exceed the scope of this presentation.

KEY TO SUCCESS- find the right channel for the right Public- be aware of your purpose - prepare to adapt- monitor and listen

MEASURE+MONITOR

DIALOGUECAMPAIGNS CHANNELS

Building relationships is about listening and acting

Photo: http://www.flickr.com/photos/ecstaticist/1340787730/

MEASURE+MONITOR

MONITOR: BRAND SECTOR SOCIETY CRISIS, BOUNDARIES, OPPORTUNITIES AND THREATS

MEASURING+MONITORING TOOLS

WIDE SCOPE: CATEGORY, SECTOR, BRANDNARROW SCOPE: CHANNEL SPECIFIC

http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg

WIDE SCOPE: CATEGORY, SECTOR, BRANDWHAT WILL WE MONITOR AND WHAT WILL WE DO WITH THAT INFORMATION?

MEASURING+MONITORING TOOLS

http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg

Radian6 http://www.internetzarada.org/blog/wp-content/upload/2009/04/radian6screenshot.jpg

Alterian

Other social media monitoring tools http://wiki.kenburbary.com/

socialbakers

SOCIAL NETWORK ANALYSIS

reader

tweetwhen

thinkup

SOCIAL NETWORK ANALYSIS

NARROW SCOPE: CHANNEL SPECIFICPERFORMANCE AND RETURN

MEASURING+MONITORING TOOLS

- google analytics- facebook insights

OUTPUTOUTTAKEOUTCOMECONTENT PUBLISHED

Not just in valuable in quantity but also in SEO metrics

OUTPUTOUTTAKEOUTCOMEPAGEVIEWSVISITORSINTERACTIONS OR MENTIONSINDEXED PAGESINLINKS

OUTPUTOUTTAKEOUTCOMEMATCH OF VALUESBEHAVIOR CHANGE (INTERNAL AND EXTERNAL PUBLICS) RELATIONSHIPS

MANAGEMENT TOOLSAUTOMATE AGGREGATE BROADCAST RESPOND

ifft

pipes.yahoo.com

ifttt.com