post Toolbox: Online communication, in direct(sesiunea a doua)

October 16th, 2007

Insemnare despre: blogging,comunicare,internet,marketing — clickio @ 12:26 pm

A inceput sesiunea a doua, sub egida principiului “people believe other people”.

Primul exemplu este Slashdot. The community as a whole is credible, not the individual.

Al doilea, wikipedia vs britannica. Britannica avea, in medie, cel mai corect continut, insa de atunci si pana acum intrarile din wikipedia au fost corectate, insa cele din Britannica au ramas la fel.

O alta presupunere care este gresit interpretata: nimeni nu citeste, in medie, bloguri, in fond numarul mediu de cititori e de 1.01. De ce ar trebui sa ne intereseze?, spune Gianni ca se intreaba unii.
Ceea ce e adevarat, insa diverse cazuri si situatii (Dell, Sony) au aratat ca atunci cand un blog prezinta a “good story”, are potentialul de a ajunge citit de foarte multi. Cred ca aceeasi regula medie se poate aplica la site-uri, unde daca facem media intre site-urile parasite si cele citite, media e de cativa cititori pentru toate site-urile din lume.

Principiul asta nu inseamna ca nimeni nu citeste blogurile, ci doar ca, spre deosebire de site-uri, blogurile sunt foarte multe, si numarul mic al celor citite este compensat de numarul foarte foarte mare al celor cititi doar de cei care le scriu.

Who cares? I’m in B2B.
Topul brandurilor cele mai mentionate pe bloguri si in newsgroupuri:

2005: Yahoo!, Microsoft, Google, Apple,eBay.

insa, imediat dupa ele: MBW, Adidas, IKEA, CNN, Red Bull….

THE QUESTION:

Does your brand add value to the product?

Does it drive purchase?

Cele trei etape ale comunicarii prin elemente a universului “social media”: Enable,Insight, Engage.

Is media enough? Jurnalistii deja folosesc blogurile ca surse. 78% le citesc, 67% le citeaza in articole, si 35% au blog propriu.

Adevarata provocare a industriei de media nu sunt blogurile personale, ci blogurile jurnalistilor.

Enable= sa oferi continut coerent cu realitatile si nevoile blogurilor/social media

scrieti comunicatul de presa intr-un stil “2.0-aware”

creati-l “rich and mashable”: cu link-uri, si folosind toate instrumentele social media pentru toate elementele complementare textului propriu-zis, intr-o forma in care poate fi reutilizat. Exemplu: acmepress.blogspot.com

Never attach what you can link, never link what you can embed.

Insight

Who are the key bloggers are?

What are they talking about?

What are their sources?

What are their profiles/interests/”hot buttons”

20% of the whole drive 80% of the traffic.

blogs are just the tip of the iceberg. they are just an element of social media.
communities are gift cultures.

Engage – start by defining a Value Strategy.

Ask

Provide information, support, attention

Let them know (through their leaders, contextual advertising)

Things to do:

1. listen before you speak!

2. answer: it’s a conversation.

3. their sandbox, their rules.(the best part is that they’re not written anywhere. That’s why you ave to listen.)

4.state your point.

5. communities are gift cultures: what’s your gift?

6. persons conversate better than organizations

Things to avoid:

7. trying to take over a community: it will simply move elsewhere.

8. attempting to create a community: it will die as soo as you stop supporting it.

9. fake it: if it’s worth finding out they will find out.

10. underevaluate them just becayse “on average they are not very …”

A good gift example: spotul honda contraption. Why?

- it is viral – like the overall nature of CGM

- exclusive content, but needs explaining

- it “sticks” longer than 2 minutes.

- 6 M USD in production, zero on media

2. KFC – spot care agrega filme de pe youtube/metacafe cu permisiunea utilizatorilor, cost de producere zero (neincluzand sumele oferite utilizatorilor respectivi)
3. Wal-Mart – bad gift – the flog

QUICK WINS

Are you managing CGM in the CGM-appropriate way?

Monitoring service – what CGM is already saying about you/your competitors?

Website optimization – is your content relevant? are your users correctly profiled?

Less info is better than more info, provided it’s relevant. The rest is clutter.

MK Campaign response – did it hit the right people? What reaction? What did competitors say?Social media is a permanent focus group.

Crisis Early Warning

Identify potential critics, monitor the topics they discusss, alert every time they discuss you/your competitors

Build an advocate network- who are the most influential users? Do you know them? How can you turn them into advocates? Help them better articulate why are they happy with your product.

Bogdan Tomoiaga, Wild wild west in Romania- despre internet si PR in Romania.
Monitorizare blogurilor relevante

Prezentarea de subiecte relevante bloggerilor – sa ii contactam cat mai profesionist subiecte. “Sa le vindem subiecte cum le vindem si jurnalistilor”.

Crearea unui blog al companiei

Studii de caz Pleon

Pepsi Music www.downloadchristina.com

bep-in-bucuresti.blogspot.com

130 de materiale in presa online

2007- campania Renault “siguranta pentru toti” – pt elevii de clasa a IV-a

3500 vizitatori unici, peste 160 de desene.

Sfarsitul celei de-a doua sesiuni.

1.30 – 13.00: The Challenge of Consumer Generated Media

Traim intr-o lume in care parerea individului conteaza din ce in ce mai mult. Internetul ne acapareaza tot mai mult timp si milioane de oameni isi exprima parerea online. Auzim tot mai des folosindu-se termeni precum Consumer Generated Content si, mai nou, auzim de Consumer Generated Media. Tot mai multe ziare isi muta editiile online si pierd cititori in favoarea jurnalistilor anonimi.

• Cine sunt acestia?
• Cum lucreaza ei si care este publicul lor tinta?
• Cum afecteaza ei lumea PR-ului actual si mai ales cum se lucreaza cu ei?

Despre toate acestea ne va vorbi: Gianni Catalfamo, CEO Pleon Italia

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