Online PR: hitting the communication ‘sweet spot’ 3

Understanding the context: financial services and the lucky country 4-8

How to get there: 10 steps to effective online PR 9

Online PR and the real world: case studies

Where to next? 25-27

References 28

Welcome to the brave new world of online PR.

That’s where online PR comes in.

The aim?

to further the reach of your brand and build the reputation of your organisation

BlueChip Communication, Australia’s leading financial services communication firm, offers

this eBook of tips and advice to help your company hit the online PR sweet spot.

the industry is showing stronger life signs than any of its

offshore peers ours is a world-class retirement savings

system.

The proof?

“the first 100 days”

compulsory

Clint Eastwood’s classic character, Dirty Harry, asked a felon, staring down the barrel of

Harry’s smoking .44 magnum “You gotta ask yourself, ‘do I feel lucky?’ Well… do ya punk?”

very large

smoking gun renowned global investment

bank and leading Wall Street brand

A year-and-a-bit after the ensuing market rout, the ‘where to now’ is still not

entirely clear, even in our own lucky country, which managed to dodge the full

impact of the bullet.

reputations ripped and in tatters

Trust. Empathy. Respect.

De-leverage de-risk

Known brand?

Deep pockets?

A vanilla investment I can understand?

Meanwhile, back in market-land

Investors and consumers,

are feeling emboldened to ask questions and demand answers.

three separate

Government-sponsored reviews Henry Cooper

Ripoll

overdose of regulation

So what’s the upshot for the industry?

never been a better time to make a clear split from

what was wrong in the past

maximising

the opportunities offered by the many forms of communication

‘sweet spot’ of online PR.

And with planning, foresight and the

right advice, you can make a serious

start on it – either using your own

internal resources or with the help of a

partner.

BlueChip Communication has compiled

this list of the first 10 steps to get you

on your way.

Which brings us to the all important question of

‘How’. Online PR is about a lot more than your

website – as important as that is.

Rather, it’s about deciding on, and then developing,

an integrated online presence spanning your choice

of online tools and forums.

If you’re not participating it’s

just gossip - get involved

engage compelling point of

contact

Whether you choose to get involved or not – people are talking about you. Will you be involved in that conversation?*

An online reputation audit:

goal of your online PR strategy

will be achieved

by driving visitors to your website

All your online activities MUST funnel

to or reference your website

Remember: easy to navigate

easy to find

memorable

search remains the dominant

way for users to find a product or service on the Internet

Bear in mind:

“so often we lose direction by focusing on the shiny new object of social media*”

long-term proposition requires

planning what you will define as success

maximise the value

your people

achieve a common aim

best convince employees value of getting on board

by showing

an actionable plan

It’s better to commit

to less than to fail

compelling and meaningful

we can do it better

Stick to it

who is doing what,

when & how?

Build up user experience, organisational ability and confidence by testing

take the time to test

practice internally to build momentum

It’s especially important to remember:

Planning and preparation makes the implementation phase much simpler

Stick with it.

quality not just quantity

Engage with your audiences

online interactions are 24/7.

Engage with others online

demonstrate your expertise

build a genuine

sense of reciprocity

Do:

You can make the ROI more visible, sooner:

Be aware that in the online world, an ROI based

on revenue may not be realistic in a medium that is new and

untested

Return on Objective

focus on your objective measure it

B2B SOCIAL MEDIA

Background

The role of social media

Key take-outs for financial services:

Background

The role of social media

Key take-outs for financial services

Background

The role of social media

Background

The role of social media

Background

The role of social media

Key take-outs for financial services

1. “the most popular marketing blog in the world”:

2. World Wide Rave

3. epicenter of the content marketing revolution

4. tips and techniques

5. world's largest blog

Carden Calder

Paul Cheal