Blogging jbp bristol seminar

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Published on December 3, 2007

Author: Mikhail

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Anyone unsure of the value of UGC, please leave the room now!:  Anyone unsure of the value of UGC, please leave the room now! Blogging Workshop:  Fighting back: Managing Corporate Issues in a 24/7 World Blogging Workshop This Session:  This Session Crisis Communications Tailoring your communications strategies in reaction to a crisis following potentially damaging wide-reaching new media postings Survey on Corporate Risk Recent findings from a study carried out by Opinion Matters. Right or wrong? Case studies of brands who have set up blogs and tailored communications strategies to counter potentially negative publicity. Assessing how you can get a positive corporate message out there: using blogs pro-actively and protectively. Crisis Communications:  Crisis Communications There is a need to have a strategy in place Whilst the internet can be used to great effect for spreading word-of-mouth through proactive viral tactics, it’s also synonymous with people ranting about their issues with organisations and brands From early anti-Esso, McDonald’s and Shell websites to the ever increasing number of blogs appearing today Crisis Communications:  Crisis Communications Public always had opportunities to air their views Letters page of their favourite newspaper Calling a phone-in on local radio show. However, no longer reliant on those media owners for their comments to make it to the rest of the world as they can do so via their own blog! As consumers are quicker to complain than compliment you need to keep your eyes on the ‘blogosphere’. . . Slide6:  Well documented example ‘Unbreakable’ bicycle lock Opened by Bic pen! Video posted on Internet in Sept 04 Blog frenzy erupted as panic set in amongst consumers Kryptonite Case Study Extracts from emails by Donna M. Tocci, Kryptonite’s PR manager who said::  Kryptonite Case Study Extracts from emails by Donna M. Tocci, Kryptonite’s PR manager who said: Worked 20hr days to plan and reply to consumers, dealers, distributors and media.  Didn't have manpower to answer every question or blogger. Felt if she had a blog it may have helped but wouldn't have stopped 18-20hrs/day. Customer communication was one piece of equation as still had to get new locks into production, ship from Asia, get registration program in place, and get to consumers, dealers and distributors.  Stood by all customers by replacing hundreds of thousands of locks worldwide – including 15-20 year old ones - at no cost. Felt there was little coverage about the lock exchange program in the media or on blogs as there was of the ‘crisis‘ because controversy 'sells'. Source: Naked Conversations: Chapter: “Blogging in a Crisis,” http://redcouch.typepad.com/weblog/2005/07/kryptonite_argu.html Kryptonite Case Study Extracts from emails by Donna M. Tocci, Kryptonite’s PR manager who said::  Kryptonite Case Study Extracts from emails by Donna M. Tocci, Kryptonite’s PR manager who said: Blogosphere is huge - one person can't respond to every entry in a crisis.  Can research & identify who to keep informed - traditional media & credible bloggers.  Now visits about 20 blogs daily Considered creating blog but “who wants to hear about locks”- also who’d write it - only 25 people and it can’t come from the ‘dreaded’ PR!  From day one they answered emails saying they would get back to them within 24-48 hours.  In hindsight, she felt that maybe they should have posted this statement on the website.  Source: Naked Conversations: Chapter: “Blogging in a Crisis,” http://redcouch.typepad.com/weblog/2005/07/kryptonite_argu.html Kryptonite Case Study Extracts from emails by Donna M. Tocci, Kryptonite’s PR manager who said::  Kryptonite Case Study Extracts from emails by Donna M. Tocci, Kryptonite’s PR manager who said: Whilst she could say that they were casual observers of blogs before, they now are starting to create relationships with some bloggers.   Don’t just push information on them, but have started a dialog and have an open line of communication.  If something like this happens again, she hopes either those bloggers would come to her for information or she could give them correct information and they'd decide if they wanted to talk about it or not. Source: Naked Conversations: Chapter: “Blogging in a Crisis,” http://redcouch.typepad.com/weblog/2005/07/kryptonite_argu.html Crisis Communications:  Crisis Communications What the Kryptonite case study demonstrates is that: You need a strategy in place This must include prior research of who the key influencers are – not just the media Brands will have to become more honest and transparent Access to your corporate website to post to a corporate blog or upload an audio or video podcast announcement needs to be available instantly Survey on Corporate risk Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06 :  Survey on Corporate risk Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06 Opinion Matters researched 139 in-house PR and Marcomms professionals to assess their understanding (and take-up) of emerging communication techniques such as blogs and podcasts. Also examined their attitude towards the changing face of reputation management and the role that communications plays within an organisation in 2006. Source: Ignorance Is(n’t) Bliss Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06 :  Ignorance Is(n’t) Bliss Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06 More than 2/3 of organizations do not use ANY of the following communication techniques; Podcasts Webchats Viral Marketing Blogs SMS Marketing Just 1/20 organizations are switched onto the idea of (and actually doing) podcasts Only 1/10 conduct viral marketing 14% use SMS to communicate to customers, clients and stakeholders Source: By entire base Which of the following forms of communication does your organisation use with consumers / customers? Ignorance Is(n’t) Bliss Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06 :  Ignorance Is(n’t) Bliss Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06 1/10 companies use a blog to help build communication between themselves and clients However, there is an alarming rate of obliviousness to what one could already call ‘established’ techniques 23% of PR/Comms/Mktg professionals DO NOT KNOW what a blog/blogging is 28% have no idea what a podcast is 16% (Blogs) and 12% (Podcasts) believe these are little more than a passing fad More than one third of ‘50something’ PRs/Marketers have no idea what either are Source: By entire base From the following, which reasons prevent you from using blogs? ‘The cost of doing it . . .and not doing it’ Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06:  ‘The cost of doing it . . .and not doing it’ Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06 Aside from the poor awareness levels, there is still much to be done to illustrate the ‘business worth’ of both blogs and video/audio blogs (podcasts); More than a third of respondents are skeptical of the benefits of blogging, and 40% have serious doubts over the usefulness of podcasts in the communications mix 1/5 respondents see blogs as a risk-factor to the business or brand message, with 13% citing blogs as a target for ‘digital sabotage’. A further 1/5 state cost as a barrier to producing a corporate blog of their own, while 27% say that there would simply be no-one to manage such a tool Source: False sense of security Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06:  False sense of security Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06 Despite the worryingly low awareness levels, the majority of PR/Marcoms professionals believe they are ‘well equipped’ to take advantage of emerging communication technique and technology (60%). Likewise, more than half felt their organization was also in a strong position to gain through new marketing methods. There was however some sense of recognition that with diversifying audiences, fragmenting media and more savvy customers, the task of managing a brands reputation was more difficult now than ever (76% agreed) Source: By entire base How strongly do you agree with the following statement?"It is more difficult than it has ever been to protect and manage a company / brands reputation" Blog fatigue and the ‘new wave’ Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06:  Blog fatigue and the ‘new wave’ Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06 Marketing & Communication departments up and down the country house two distinctly opposing tribes; The Old School & The New Wave The Old School are either unaware, cynical or even frightened of new technology and the opportunities it can present for reputation management right through to consumer PR. They are suffering from ‘Blog fatigue’ and are tired already of the new comms terminology. They form the majority group and believe ‘the death of traditional methods has been greatly exaggerated’ However, the New Wave (circa 16% of Marcoms/PR professionals) embrace new technology and are frustrated at the lack of Boardroom understanding. They are most likely to see new techniques as opportunities rather than threats in their quest to manage, improve or protect a company or brand reputation This embryonic new wave is typified by the still small numbers who expect to use Podcasts and Blogs for Corporate Reputation Management (just 8% and 12% respectively) Source: Endline Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06:  Endline Total Survey Sample Base : 139 (Target group); Survey conducted: 30/05/06–07/06/06 In truth of course, new technologies simply allow us to communicate the same message in a different way and should not be dressed up as the Emperors New Clothes. However, for the significant numbers of ‘techno-atheists’ in communications roles, there is a lot of catching up to do. It’s not even a case of simply being left behind by competitors (or colleagues) but most critically of all, by their own clients/customers. Source: Monitoring what’s being said:  Monitoring what’s being said Websites such as Technorati allow you to search on keywords to check what bloggers on 42.2m sites might be saying about you! Monitoring what’s being said:  Monitoring what’s being said At Blogpulse.com, you can monitor trends to pick up when spikes occur about keywords you’ve searched on, and then click on those spikes to see the conversations that took place. You can also be alerted each time your search term is written about by setting up an RSS feed into a site such as Bloglines Reacting to Negative Comments – Case Study: Waterstones - Right or wrong?:  Reacting to Negative Comments – Case Study: Waterstones - Right or wrong? Employee of over 11 years, Joe Gordon, comments about his boss and his job on his personal blog ‘The Woolamaloo Gazette’ Waterstones dismiss him for gross misconduct! Sparks media frenzy including coverage on BBC and Personnel Magazines Plenty of support for Mr Gordon on other blogs but is he right to claim it’s his freedom of speech, and did Waterstones handle it correctly? Countering potentially negative publicity - Case Study: Boeing - Right or wrong?:  Countering potentially negative publicity - Case Study: Boeing - Right or wrong? Main corporate blog written by Vice President of marketing But as Donna Tocci, Kryptonite said: “Should PR’s being writing the blog?” People can submit comments but would he really show bad ones? Boeing also have blog called the ‘777 Flight Test Journal’ written by employees that helped build and test the plane, i.e., pilots and engineers. However, still cynicism that it is still ‘spun’ to ensure it’s not too negative At least they are making an effort to communicate with their audience and in a more transparent way. Countering potentially negative publicity - Case Study: Honda - Right or wrong?:  Countering potentially negative publicity - Case Study: Honda - Right or wrong? Honda launched 2Talkabout in March More discussion board than Blog Allows consumers to create content and share views about Honda’s range Aims to provide trusted community-based environment where users can share unbiased information. Graeme Foux, director of 2TalkAbout, says Honda has zero editorial control on the site but that this isn't necessarily a bad thing. "It's limited to being supportive of the concept through sponsorship. We have guidelines for what is reasonable behaviour, but when you do these things some people will take it as an opportunity to bitch and moan. I believe conversation online is constructive; hopefully this won't all be about moaning.“ (Source: NMA 13.4.06) How can you get a positive corporate message out there using blogs pro-actively and protectively?:  How can you get a positive corporate message out there using blogs pro-actively and protectively? Step one is to firstly establish which type of blog you want to create – text, audio, video, etc? Anatomy of a Blog:  Anatomy of a Blog A – posts B – links C – archive D – recent posts E – search F – blogroll G – ads H – syndication PLUS REMEMBER TO ALLOW FEEDBACK COMMENTS TO BE POSTED Source: Viral Blogging and Podcasting Tutorial presented at Streaming Media East – NYC Hilton May 22 2006 www.damienstolarz.com How can you get a postivie corporate message out there using blogs pro-actively and protectively?:  How can you get a postivie corporate message out there using blogs pro-actively and protectively? Step one is to firstly establish which type of blog you want to create – text, audio, video, etc? Step two – set up an RSS feed and encourage core journalists to subscribe so that when you have an immediate announcement you can, with speed, get your message to them immediately. Popularity of RSS:  Popularity of RSS RSS - web feed enables delivery of regular updated content such as blogs & podcasts to anyone who subscribes. Feed automatically updates users of new content and can automatically download them to their PC or, in the case of audio blogs, i.e. podcasts, directly to their mp3 player. Unlike email, end user controls subscription which can be switched off at any time. No fear of being spammed. How can you get a postivie corporate message out there using blogs pro-actively and protectively?:  How can you get a postivie corporate message out there using blogs pro-actively and protectively? Step one is to firstly establish which type of blog you want to create – text, audio, video, etc? Step two – set up an RSS feed and encourage core journalists to subscribe so that when you have an immediate announcement you can, with speed, get your message to them immediately. Step Three – ensure total transparency in message delivery and invite a regular audience to an ‘insiders’ view. How Transparency puts pressure on your competitors to follow suit:  How Transparency puts pressure on your competitors to follow suit Classic example of how one industry has been impacted on transparency and consumer cynicism is travel industry and 3D tours of hotels The future of blogging?:  The future of blogging? Community sites such as MySpace & Bebo becoming hugely popular MySpace has 105m users with 250,000+ new profiles being created every day (5.17m users in July’06), whilst YouTube (only founded last year) sees users watching more than 100m clips every day and receiving 20m visitors a month.* Brands now building communities within MySpace with varying success. * Source: Revolution October 2006 – “Rise of the new media barons” pg 41 The future of blogging?:  The future of blogging? Sites such as OhmyNews – collaboration between media professionals and public submissions – ‘citizen journalism’ Public get paid for their stories Facts checked by staff reporters so more credibility than bloggers which is important to them as a news agency The future of blogging? :  The future of blogging? 18Doughtystreet.com Launching Tue 10th Oct in UK, “Britain’s first political internet television channel’ No need to follow rules of ‘balance’ or ‘impartiality’ - it’s online! They will be open about where they are coming from and let the viewer judge what they are saying. Run by Conservatives but doesn’t want to be ToryTV and so has presenters with right and left views 100 ‘Citizen Journalist’ reporters with MP4 mini-camcorders who will file short reports to be used as the basis for studio discussions. Source: Sunday Times 8th October 06 Questions?:  Questions?

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