Published on July 24, 2014
What is Digital PR ? By Shilpi Dubey Pathak Director – Client Services & Marketing Strategies HGS Interactive Copyright – Shilpi Dubey Pathak
Digital PR Goals The goal of Digital PR is to create and build an online presence that correctly reflects what the brand stands for, it’s innovations and campaigns; and to build relationships with its customers, stakeholders and influencers so that it can develop and foster the favorable operating climate Digital PR is all about combining traditional PR with content marketing, social media and search - transforming static news into conversations and bypassing media to speak directly to your target audience online Once the brand establishes itself on Owned and Paid Media platforms, the next step is to focus on Earned Media. The techniques include SEO, content marketing, native advertising, online newsrooms, partnerships, influencer management , blogger outreach and online media coverage. Copyright – Shilpi Dubey Pathak
Digital PR through Earned Media Source : http://www.previewnetworks.com Copyright – Shilpi Dubey Pathak
What is Earned Media Source : http://fitzgeraldmarie.wordpress.com Copyright – Shilpi Dubey Pathak
Target Audience Aware & Informed Aware but not informed Unaware Create awareness on online front along with prominent presence on social media Maintain and sustain their interest through continuous engagement and visibility Bring your activities in notice through better reach & recall and convert into fans or followers Copyright – Shilpi Dubey Pathak
What is Earned Media Earned media is the result of our owned, paid, and participatory media programs and is reflected in the blog posts, tweets, status updates, comments, and ultimately actions of our consumers, peers, and influencers. Earned media is linked to owned media campaigns as well as proactive initiatives that attempt to incite viral and word-of- mouth activity. Garnered visibility is also tied to communications and public relations programs as they continually seek to gain the attention of reporters, bloggers, analysts, and influencers who can drive awareness and behavior. Copyright – Shilpi Dubey Pathak
Scope of Work Influencer Management - Bloggers & Online journalists engagement and participation Content or Native Advertising Forum management Creation, optimization and distribution of press releases online (web releases) SEO management and optimization Search and Social media monitoring ORM Copyright – Shilpi Dubey Pathak
Influencer Management Through primary and secondary research(Social CRM), we identify, evaluate, prioritize and benchmark the perceptions and attitudes of leading influencers in each of these areas: Buyer/Key Target Influencers: make final purchasing decisions or take final actions leading to a desired change Ultimate Influencers: most likely to exercise maximum positive influence over buyer/key targets Determined Detractors: most likely to exercise maximum negative influence over buyer/key targets Initial Influencers: most likely to have the greatest impact on the buyer/key targets, ultimate influencers and determined detractors Copyright – Shilpi Dubey Pathak
How do we manage Influencers Blogger and Online Journalist engagement is important to maintain good relationships among the key influencers online Well-optimized and linked blog posts can rank well in the search engines making them easy to find for journalists/bloggers/Influencers researching stories Organize influencer led online/integrated activities using an emotional connect with the brand plug in Copyright – Shilpi Dubey Pathak
Content/ Native Advertising Building one good story and sending it to media outlets is no longer acceptable. The story should be looked as a tool to create and leverage more content, creating multiple versions of the story to be reused and retargeted in the various media outlets online Content is king, and it should never be used one time, because it is the context of the content you need to constantly work to achieve Copyright – Shilpi Dubey Pathak
Time to go Native Berger Paints as an advertiser should attempt to gain attention by providing content in the context of the user's experience We should make it a practice of using content to build trust and engagement with would-be customers. Native advertising can be a promoted tweet on Twitter, suggested post on Facebook or one of those full-page ads between Flipboard pages, but more commonly it is about how brands now work with online publications to reach people. Copyright – Shilpi Dubey Pathak
Stats on Native Advertising Native content tends to aspire more to going viral - Felix Salmon, Reuters in The Native Matrix Native ads are viewed for the same amount of time as editorial content and is much more likely to be shared than a banner ad. (32% versus 19% of respondents said they would do so). – IPG Media Lab Copyright – Shilpi Dubey Pathak
Forum Management Forums and structured, focused communities offer a great deal of value, representing a concentrated audience of the people that the brand probably wants to reach. They are engaging now, around your company, your products and your industry. Distribution of news/ campaign content on various relevant online forums and managing/participation in relevant discussions is a key element of digital PR Copyright – Shilpi Dubey Pathak
Creation, optimization and distribution of Press Releases online • Initiate stories around the campaigns of the brand and disseminate web releases • Optimize Press Release and news content for relevant and popular phrases which will help that content to rank well in the search engines • Target media: Campaign India Exchange4Media Impact Afaqs Pitch Bestmediainfo adgully.com Copyright – Shilpi Dubey Pathak
SEO Management & Optimization Optimizing all of the brand’s digital assets with relevant keywords and either promoting or submitting to vertical search engines to provide additional exposure to Media Optimizing more than standard text content for PR creates additional entry points to news content and can improve search based discovery “If it can be searched on, it can be optimized” Copyright – Shilpi Dubey Pathak
Search & Social Media Monitoring To help the online PR, effectively monitor brand reputation, we set up free alerts using tools like Google Alerts, Social Mention or Twitter to watch for mentions of their brand name, competitor‘s names, industry news, and important key names Social media monitoring and Monitoring search engine rankings of news content to provide important feedback for news optimization on efforts and to improve search traffic effectiveness Copyright – Shilpi Dubey Pathak
ORM Online Reputation management is the under standing or influencing the business' s reputation Online reputation will become more and more important as online users increase at exponential rate and become more and more connected with each other via various devices and online media We counter, improve or eliminate the unfavorable material with favorable content to improve the brand’s credibility Source: http://www.toprankblog.com Copyright – Shilpi Dubey Pathak
Know More - Linkedin - Shilpi Dubey Pathak Twitter - @ShilpiDPathak Email – firstname.lastname@example.org Blog - Khabriaunty.wordpress.com Copyright – Shilpi Dubey Pathak
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