Online PR and Reputation Management

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• Online PR and Reputation Management

RIMC 2009
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Nordic eMarketing
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What do you do when this happens?

• Youve just launched a new product
• Want to build your online profile and get more
  credibility
• You get bad reviews?
• How can you know this?
• Your brand is under attack?
• How can you know this?
• If you Google your companys stakeholders and
  find pictures of them drunk at a nightclub in
  Oslo and you are going through a reinvestment
  process

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First this
!
.. how does it work?
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(No Transcript)
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?
huh
.. give me an example
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ePRs Influence

• A well-written press release reaches more than
  just media sources - it is read directly by
  consumers who are interested in the product or
  service and have chosen to receive the
  information.
• The role of the press release will play a growing
  part in the way that we communicate with search
  engines and audiences alike.

ePR distribution
Trad. media
SocialMedia
Audience
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Targeting using online PR (ePR)

• B2C
• With over 30 million News Search users in Europe
  and thousands of bloggers, a B2C news
  distribution is a great way to communicate.
• B2B
• Now that Information Managers are relaying more
  on Yahoo and Google Alerts and RSS than in trade
  publications, online B2B distribution is vital
  for success
• Media Pick-up
• In a recent study, 91 of journalists admitted to
  using the internet as their primary source of
  information. Over 70 of those rely on
  topic-related News Alerts
• Brand awareness and protection
• Companies are starting more and more to use ePR
  to take on faulty image issues
• SEO
• Properly orchestrated SEO ePR releases can play a
  major role in a sites visibility on organic
  results
• Pod/Vod-Casting, Viral Social Media Marketing
• Using the social media as a part of Internet
  marketing for brand awareness and protection.

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Glitnir Bank Geothermal Energy

• Through a strategic distribution of online PR
  focusing on renewable energy, this happened
• BBC searches for Geothermal energy California
  on Google
• Finds a news piece on this topic through the
  IceNews Network that mentions Glitnir, spends
  6min reading it
• Clicks over to the renewable energy page at
  Glitnirs site and spends some 8 min there
• The reporter then contacts Glitnir Comms asking
  for more information and is directed to NY
• Results Glitnir was seen as a knowledge hub on
  renewable energy

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Hotel Selfoss, South Iceland

• Some two months before the launch of their new
  spa, they did a burst of online PRs on it and the
  person designing it
• Got picked up by Condé Nast Spa
• That then got picked up by Fréttablaðið, an
  Icelandic newspaper
• Results More Pre bookings and great free
  advertising in leading local and international
  media

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Hekla Used Cars

• After creating a new site focusing on the buy
  cars opportunities in Iceland several bursts of
  online PR were send out, focusing on the Nordics,
  with the following results
• Generated more traffic in two weeks than Heklas
  main website and generated an overwhelming number
  of enquires
• Results Hekla now has a known portal for car
  sales with tens of thousands of visits per month

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Brand Attacks

• Even the smallest bad review can trigger this
• A small negative news piece in one country can be
  used to get negative news posted in other
  countries
• I have give examples of this in previous lectures
  on brands such as Radisson SAS and Marel
• If you do not monitor your brand, stakeholders
  and competitors you will not be ready
• The simplest solution would be Google/Yahoo
  Alerts
• Having Yahoo Analytics or Google Analytics

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Iceland under attack

• Over a period of six months Iceland has been in
  the news A LOT!
• NeM has collected thousands of articles on
  Iceland in dozens of languages
• Iceland got bad reviews an overwhelming majority
  of the time
• Iceland did not fight back what was done was
  weak
• Searches for Iceland up 400
• Negative coverage on Iceland up many times that
• This will take months to correct itself and years
  to disappear completely

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So what do you ?

• You just launched a new product
• Send out a press release
• Want to build your online profile and get more
  credibility?
• Create a comms strategy and implement
• Your get bad reviews?
• How can you know this?
• At least use Google Alerts and look at your web
  analytics
• Your brand is under attack?
• How can you know this?
• At least use Google Alerts and look at your web
  analytics
• If you Google your companys stakeholders and
  find pictures of them drunk at a nightclub in
  Oslo and you are going through a reinvestment
  process
• Create a comms strategy and implement

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My point is
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Have a strategy in placeDont get caught
with the Ostrich syndrome
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Thank youKristjan Mar Haukssonkmh_at_nem.is