Presentation on theme: "Keith Thompson BA, MA, CMIPR Tel. 0789 266 2634. At a Social Networking Conference organised by the Chartered Institute of Public Relations on 27/1/09."— Presentation transcript:
Keith Thompson BA, MA, CMIPR Tel
At a Social Networking Conference organised by the Chartered Institute of Public Relations on 27/1/09 it, most of the delegates agreed that self generated media was the way forward. Motorola use it as a way of promoting new products. E.ON aim to combat environmental opposition.
Increase in demand for creative services such as video production Small Businesses less reliant on traditional media (still very valuable) and able to do it for themselves cheaply* One man bands can take on the big players – it’s become like the FA Cup and less like the Premiership Some commentators are saying a shift from 20/80 to 80/20 control
MeansCostProsConsYour rating Cost per click adsVaries from 2p per keyword You pay for clicks not page impressions. Possibility to target a niche Need to monitor keywords closely to minimise wastage Blogging and Micro Blogging Free or you pay for hosting You can sell ‘click thrus’ and banner ads as above It takes a while to build a reliable reputation Press Releases and Media Relations No money changes hands If the item is newsworthy, it is a cheaper way of gaining publicity Competition for space. Video News Releases OCR Media training means cameras and editing equipment free Newspaper websites are looking for suppliers of content Time consuming. Possibility of having idea rejected. Online PromosAs aboveAs above but they commission you to produce content As above Leaflets and brochures Wirralbiz have design 2 print packages Target audience like to have something attractive in their hands Relatively expensive You Tube and online TV FreeAs long as it’s not porn, copyrighted or indecent you can create a channel Lots of people do it. Other PR and marketing needed to attract visitors Classified advertising c.50p a word to £100 for a decent display ad People still read free newspapers (even if you bin them) Minimal: depends on your skill to target ad
Blogging (Ref: British Heart Foundation) Twitters Online promos (ref: Motorola) Online press kit (ref. Motorola) Media Relations (traditional) Face Book and co. (ref: Cadburys Wispa, E.On) CPC All the big companies use social media as valid means of promotion and to protect their reputations. Why shouldn’t we?
Objectives: to promote a gig in Liverpool for Effective Media Technical background: shot on Canon HV20 with natural light in Prague Cost: c.£500 (own labour) Benefits: c. 80 ticket = £1600 Added placement value: You Tube exposure, own site archive, Liverpool.com, dailypost.co.uk Sponsorship: Star Hotel, Budapest
News Releases to all newspapers in geographical radius of tour dates Online promo in situ at Liverpool.com Extract from Milton Keynes Citizen Birmingham Evening Mail Wolverhampton Express and Star
Objectives: to promote our Lost Treasures for ITV on own site and ITV.com for Planet X Technical background: shot on Sony FX1E with red light filters Cost: c.£300 (own labour) Benefits: Self generated PR on own site and on YouTube
News Releases to all newspapers in geographical radius of episode Chester Chronicle Lancashire Evening Post Warrington Guardian Daily Post Wirral News
Your show reel on You Tube show casing a variety of work Open a Face Book for the sole purpose of the business i.e. Not a catch all Begin a blog which espouses your expertise but doesn’t over sell. Discuss how Wirral TV might help your product Think about the essential elements in your website e.g. newsletter, links to Blog. Trial a small cost per click targeted to your niche, region but always be prepared to monitor and adjust
Take 10 minutes to discuss some business ideas or career goals. 1. What is your idea? 2. What is your target audience? 3. What are the approximate costs? 4. What is the profit potential? This afternoon we will do ‘Dragon’s Den’
“People often ask me what is the cost of social media? I say very little but the cost of not doing it are enormous.” (Zachary Dominitz, Head of Corporate Affairs at Cafedirect plc) “Markets are conversations” (Paul Squires, E.On)
If the big companies are saying this, won’t they need smaller companies to supply content? Take a look at the Video News Releases at deos.asp deos.asp They perhaps could use some help! Your help!
Lower auction rates than Google But not as much traffic Traffic volume is focused Excellent for niche markets with fewer players Glitchy compared with Google Ad Words Great customer service by humans! https://adcenter.microsoft.com