Helen Nowicka of Shiny Red
Next up is Helen Nowicka from Shiny Red, who's going to be talking about how consumers feel about brands connecting with them through new media tools like blogs and social networks. Latest entry is below, with chronological updates after the jump.
12.11: What's a good online PR campaign? Think on and offline for starters, it's not one or the other. Remember you're a guest in this space – don't behave in a disrespectful way. It's about a dialogue, not a monologue - or even a three-way conversation - brands talk to people, people talk back to brands, and then people talk to people about how rubbish / good the brands are.
Fourth, embrace the new rules. Don't pay a blogger to pretend to be your CEO (they'll probably be too scruffy in any case), and don't fake it - go into this space with an open attitude.
12.05: This research is being released for the first time, and will be available on the Shinyred.tv blog later today.
12.06: The survey is about UK consumers' attitudes towards brands engaging with them online. Users are grouped into four categories - beginners, observers, involved and the fourth one, which flashed off screen too fast for my typing. Sorry about that.
12.07: The key thing is that online users welcome brands engaging with them online, and are more likely to engage back (for example by visiting their websites) if they do. They'll also share information with their friends.
12.08: Around 80% of respondants say they'll be spending more time involved with online communities in the future. And a fifth said they'll spend less time reading newspapers and magazines and watching TV. But old media isn't dead – people like BBC News, Guardian Blogs and Times Online are still well read online. It's just a change of context.
12.09: Brands have to behave themselves online – consumers can pick out examples of brands who get it wrong - floggers, people paid to blog on behalf of companies. Also blogs that are started by corporations, but aren't maintained regularly.
12.10: As people spend more time online, their behaviour will become more sophisticated, and they'll do more.
12.11: What's a good online PR campaign? Think on and offline for starters, it's not one or the other. Remember you're a guest in this space – don't behave in a disrespectful way. It's about a dialogue, not a monologue - or even a three-way conversation - brands talk to people, people talk back to brands, and then people talk to people about how rubbish / good the brands are.
Fourth, embrace the new rules. Don't pay a blogger to pretend to be your CEO (they'll probably be too scruffy in any case), and don't fake it - go into this space with an open attitude.
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