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January 29, 2013 Transcript of #CommsChat on the great online/offline divide

Last week’s chat took a look at online brands that seek an offline presence. Phil Borge (@philborge) from Threepipe joined in on the discussion. Everything from print media to SEO to trust in the high street turned up. Have a look at some of the highlights below:

@JHDavidsonPR Effective SEO must have context, otherwise a bit spammy. PR and SEO are becoming completely entwined

@philborge Just because a brand is born online, doesn’t mean it can only tell its stories there

@AllthingsIC A2) Print will always have its place for ‘unconnected’ employees in orgs. Key is to have good mix of tailored channels

@philborge SEO is the lifeblood of an online brand. As @JHDavidson said, we’re lucky Google wants to include us at the table

@DanMartin Pop-up shops for startup online retailers are very popular. Using offline to raise awareness of a new web brand

@ncardwell High St locations can generate recognition/credibility/trust. That has both on and offline value for brands.

Read the transcript from the whole hour:

• 
  about 13 hours ago @MontseCano Pleasure, and thank you too. Very engaging discussion #commschat
• about 13 hours ago RT @CommsChat: as always a full transcript of tonights CommsChat will be up on the http://t.co/2Nc7T1GSwebsite tomorrow #commschat
• about 13 hours ago RT @JHDavidsonPR: Great #commschat with@CommsChat & @philborge: 271 tweets = 579,140 impressions, reaching an audience of 71,092 followers
• about 13 hours ago RT @CommsChat: as always a full transcript of tonight’s CommsChat will be up on the http://t.co/cqun7FQ2website tomorrow #commschat
• about 13 hours ago @AllthingsIC Thank you, great debate. Really enjoyed it, especially to hear everyone’s views #commschat
• about 13 hours ago Brilliant #commschat tonight. Thanks all for your insights! @commschat @philborge
• about 13 hours ago Thank you for hosting @philborge #commschat
• about 13 hours ago @Communicatemag: Amazon could buy brands BECAUSE of $9bn cash pile #commschat #cause/effect
• about 13 hours ago RT @CommsChat: as always a full transcript of tonight’s CommsChat will be up on the http://t.co/cqun7FQ2website tomorrow #commschat
• about 13 hours ago Whether online or offline, what matters most is the story you’re trying to tell. Humans are social animals after all#commschat
• about 13 hours ago Great #commschat with @CommsChat &@philborge: 271 tweets = 579,140 impressions, reaching an audience of 71,092 followers
• about 13 hours ago Thanks everyone for a good chat tonight#commschat
• about 13 hours ago RT @Dan_Martin: I interviewed@PopUpBritain retailers & several said pop-up experience is about building customer trust #Commschat
• about 13 hours ago RT @CMRLee @philborge @Dan_Martin Trust is at the core and has to be earned. This is the long game & it’s fragile (Instagram…) #commschat
• about 13 hours ago as always a full transcript of tonight’s CommsChat will be up on the http://t.co/cqun7FQ2 website tomorrow #commschat
• about 13 hours ago @CommsChat @philborge thanks for another really interesting and fun discussion! #commschat
• about 13 hours ago Building trust offline increases likelihood of online purchases. Why markets, pop-ups etc good for startups#Commschat
• about 13 hours ago Thanks, all. Great debate. Next time!#Commschat
• about 13 hours ago @CommsChat Thanks for keeping the discussion going, and for everyone taking part. Great discussion. One last one from me… #commschat
• about 13 hours ago Thanks Andrew @commschat. Will there be a transcript tomorrow? #commschat
• about 13 hours ago @futurepilot97 @AllthingsIC Precisely, and a set of tasks too. #commschat
• about 13 hours ago @philborge @Dan_Martin Agreed. Trust is at the core and has to be earned. This is the long game and it’s fragile (Instagram…) #commschat
• about 13 hours ago @digitaljonathan Yup I think that is true.#commschat
• about 13 hours ago please feel free to carry on the chat amongst yourselves however. And before we go – a big thanks to @philborge#commschat
• about 13 hours ago Thanks to everyone for a fun #commschat . My first. Glad to meet; thanks for your insights.
• about 13 hours ago I think we’re social creatures and look to both on and offline brands to offer us memorable and social experiences, in diff forms #commschat
• about 13 hours ago RT @AllthingsIC: Thanks @katiejanebyrne. Just ran Yammer search on my blog – lots in there to read:http://t.co/xJ1iKCnY #commschat
• about 13 hours ago @AllthingsIC #commschat truth is, we all value the lower prices, ease of shopping that comes with online retail. I think it’ll all go dig
• about 13 hours ago As always, the transcript will be up on thehttp://t.co/6R7z5st6 website tomorrow #commschat
• about 13 hours ago MT @philborge: We don’t care if brand came from the high street or online. We just want a good experience – what matter the most #commschat
• about 13 hours ago sad to say the big hand is now at the top of the hour. which means I’m heading back to the office to finish next months profile #commschat
• about 13 hours ago @philborge True. Example: maternity clothes = impossible to find in shops. M&S & Next only stock online, not in stores. #commschat
• about 13 hours ago RT @philborge: But sometimes we want to go and try things on. The social element of shopping shouldnt be underestimated too #commschat
• about 13 hours ago @AllthingsIC eventually, I think it’ll all be online yes. #commschat As long as returns policy good n process easy.
• about 13 hours ago @Dan_Martin Trust will become a bigger and bigger issue. You can’t buy the impact of a face to face interaction on creating trust #commschat
• about 13 hours ago @DigitalJonathan It might well be, but I find that´s hard to predict for sure. #commschat
• about 13 hours ago RT @Dan_Martin: I interviewed@PopUpBritain retailers & several said pop-up experience is about building customer trust #commschat
• about 13 hours ago @digitaljonathan – that’s an interesting perspective. Do you really think it will solely be online? *brain now whirring* #commschat
• about 13 hours ago RT @philborge: Online brands want physical presence because thats the most powerful way of involving customers in the experience #commschat
• about 13 hours ago @AllthingsIC But sometimes we want to go and try things on. The social element of shopping shouldn’t be underestimated too #commschat
• about 14 hours ago @AllthingsIC thanks. We’ve had great reviews on #newsstand, in only a few days. Hope #apple is watchinghttp://t.co/HSOMJ4Tq #commschat
• about 14 hours ago I interviewed @PopUpBritain retailers & several said pop-up experience is about building customer trust#Commschat
• about 14 hours ago We don’t care if the brand came from the high street or online. We just want a good experience – that’s what matter the most #commschat
• about 14 hours ago RT @AllthingsIC: Read more of Jack’s thoughts (@futurepilot97) on social media http://t.co/7mCrtlFU#commschat
• about 14 hours ago An aside: did anyone see the phyiscal/digital supermarket in Korea? http://t.co/xO2N2tb7 #Commschat
• about 14 hours ago @MontseCano Now you need both. In 20 years though, shops will be just customer service, product return points for onliners. #commschat
• about 14 hours ago I think brands like ASOS do a good job in helping customer experience their clothes e.g virtual catwalk#commschat
• about 14 hours ago RT @AllthingsIC: @johndelamora@futurepilot97 She is he – Jack Watson. He’s a smart cookie and definitely one to watch. #commschat
• about 14 hours ago RT @philborge: Online brands want physical presence because thats the most powerful way of involving customers in the experience #commschat
• about 14 hours ago Thanks @katiejanebyrne. Just ran Yammer search on my blog – lots in there to read: http://t.co/xJ1iKCnY#commschat
• about 14 hours ago @DigitalJonathan So, you think it´s either online or offline? #commschat
• about 14 hours ago Online brands want a physical presence because that’s the most powerful way of involving customers in the experience #commschat
• about 14 hours ago Well done Andrew, fab Apple store feedback: “Great example of how to add functionality & readability without losing core content” #commschat
• about 14 hours ago RT @Dan_Martin: Pop-up shops for startup online retailers are very popular. Using offline to raise awareness of a new web brand #Commschat
• about 14 hours ago Amazon WHSmith is a brand I predict. Click n collect + excellent supply chain + fierce pricing . #commschat 5 years at most.
• about 14 hours ago @makesocialwork have recently used Yammer and that helps encourage conversation. Expert @AllthingsIC has some great points #commschat
• about 14 hours ago Interesting topics on #commschat this evening…
• about 14 hours ago @philborge #commschat No, sadly no guarantees. They need to choose wisely. But likely better than buying your own high street presence.
• about 14 hours ago RT @Dan_Martin: Pop-up shops for startup online retailers are very popular. Using offline to raise awareness of a new web brand #commschat
• about 14 hours ago With 10mins to go, a quick plug for CommsChat sponsor Communicate magazine – now on iPadhttp://t.co/KBpqoBkk #commschat
• about 14 hours ago I like click and collect. Also like option to return online purchases to stores and when it *just works* with no fuss#commschat
• about 14 hours ago @DigitalJonathan But, can the online brand guarantee its own values will be presented in every store in its network? #commschat
• about 14 hours ago RT @Dan_Martin: Pop-up shops for startup online retailers are very popular. Using offline to raise awareness of a new web brand #Commschat
• about 14 hours ago RT @Dan_Martin: Pop-up shops for startup online retailers are very popular. Using offline to raise awareness of a new web brand #Commschat
• about 14 hours ago @philborge #commschat the click and collect model works for everyone so well. Brings footfall to convenience stores; low costs to onliners
• about 14 hours ago @CommsChat High St locations can generate recognition/credibility/trust. That has both on and offline value for brands. #commschat
• about 14 hours ago RT @Dan_Martin: Pop-up shops for startup online retailers are very popular. Using offline to raise awareness of a new web brand #commschat
• about 14 hours ago Great to see newbies @rooftopsonfire and@katiejanebyrne planning to return for future chats #commschat
• about 14 hours ago @Dan_Martin And giving people a memorable experience they want to talk about / share #commschat
• about 14 hours ago @DigitalJonathan True, so many (ASOS, Very) are using existing networks (convenience stores) for ‘click & collect’#commschat
• about 14 hours ago RT @philborge: @CommsChat Online brands might use failing offline brands to expand, but wont repeat these models #commschat
• about 14 hours ago @rooftopsonfire fantastic – and please spread the word #commschat
• about 14 hours ago Today’s @guardian article on HMV futurehttp://t.co/M7LYfCVI #commschat
• about 14 hours ago Pop-up shops for startup online retailers are very popular. Using offline to raise awareness of a new web brand#Commschat
• about 14 hours ago @CommsChat Online brands might use failing offline brands to expand, but won’t repeat these models#commschat
• about 14 hours ago @katiejanebyrne Mine too! Great to share with like-minds. Will be back! #Commschat
• about 14 hours ago @philborge exactly! Often the reason for purchasing is for the pleasure of shopping… #commschat
• about 14 hours ago @johndelamora @futurepilot97 She is he – Jack Watson. He’s a smart cookie and definitely one to watch.#commschat
• about 14 hours ago @CommsChat T5. The business model may not allow online retailers to switch to brick presence. High Streets v expensive. #commschat
• about 14 hours ago @katiejanebyrne fantastic – glad you’re enjoying it #commschat
• about 14 hours ago @rooftopsonfire @allthingsic this is my first time in #commschat and I love it. So many ppl getting involved. Will be returning next week.
• about 14 hours ago T5 Would there be a benefit to online companies in purchasing flailing offline retailers in order to boost their offline presence #commschat
• about 14 hours ago whoops – ignore my last tweet. That is, in fact, the title of the next topic – coming up next #commschat
• about 14 hours ago @katiejanebyrne Keen to hear how others use internal advocates to promote all things digital internally#commschat
• about 14 hours ago @allthingsic Not sure about that. No need for#SEO to be over-trivialised. And PR should own it. #commschat
• about 14 hours ago Yes I think I read that about HMV, hold on will find a link… #commschat
• about 14 hours ago Read more of Jack’s thoughts (@futurepilot97) on social media http://t.co/7mCrtlFU #commschat
• about 14 hours ago Good point! “@philborge: On origin online shouldn’t be a barrier to the real world. It’s where ALL audiences ultimately reside #commschat”
• about 14 hours ago Did I read that an online brand was looking at buying one of the recently defunct high st brands to acquire a physical presence? #commschat
• about 14 hours ago RT @philborge: @CommsChat On origin online shouldnt be a barrier to the real world. Its where ALL audiences ultimately reside #commschat
• about 14 hours ago SEO explanation by 15yr old ‏@futurepilot97 “A skill that can’t be properly taught but benefits businesses & gains new visitors” #commschat
• about 14 hours ago @CommsChat On origin online shouldn’t be a barrier to the real world. It’s where ALL audiences ultimately reside#commschat
• about 14 hours ago @katiejanebyrne @allthingsic I’m in. A grand unification! #Commschat
• about 14 hours ago RT @MontseCano: @JHDavidsonPR@CommsChat Yes, trust is a huge issue. They think cookies=privacy invaded, etc #commschat
• about 14 hours ago RT @JHDavidsonPR: @CommsChat People are still wary of digital. If they exist offline then people think they can be trusted #commschat
• about 14 hours ago @CommsChat Location, location, location? Getting directly to customers at times they can’t/don’t want to be online #commschat
• about 14 hours ago RT @JHDavidsonPR: @CommsChat People are still wary of digital. If they exist offline then people think they can be trusted #commschat
• about 14 hours ago Offline hitting the high street may be an effort to fill the void left by the end-of-life retailers…? #Commschat
• about 14 hours ago @JHDavidsonPR @CommsChat Yes, trust is a huge issue. They think cookies=privacy invaded, etc #commschat
• about 14 hours ago Heading back from Bristol and this#commschat looks interesting. Will weigh in at some point.
• about 14 hours ago Explanation of Amazon Lockers:http://t.co/zfRHgzU8 #commschat
• about 14 hours ago @rooftopsonfire @allthingsic Defo. It’s an interesting topic. Advocacy internally in addition to reaching out externally #commschat
• about 14 hours ago RT @JHDavidsonPR: @CommsChat People are still wary of digital. If they exist offline then people think they can be trusted #commschat
• about 14 hours ago @CommsChat It’s also about convenience of offline – from collecting purchases to returning #commschat
• about 14 hours ago RT@AllthingsIC Print will always have its place for ‘unconnected’ employees in orgs. Key is to have good mix of tailored channels #commschat
• about 14 hours ago @CommsChat People are still wary of digital. If they exist offline then people think they can be trusted #commschat
• about 14 hours ago @rooftopsonfire @katiejanebyrne Sold!#commschat
• about 14 hours ago @CommsChat Online brands want us to make a connection, and nothing beats real life experiences to create that#commschat
• about 14 hours ago @HelenaJMoore Pleasure, looked at screen and thought ‘if you don’t know what it is, it would be v confusing conversation!’ #commschat
• about 14 hours ago @DigitalJonathan @sharonodea White hat = making a site google can recommend. Black hat = tricking google into recommend a site #commschat
• about 14 hours ago @DigitalJonathan Interesting distinction between +/- SEO. Agree. We all have responsibility for integrity/value of SEO as tool #commschat
• about 14 hours ago @sharonodea @JHDavidsonPR@DigitalJonathan Totally agree. It ´s a bit like advertising in general. Audiences need to find it. #commschat
• about 14 hours ago @londonkirsty wrote about connecting ppl to brands: http://t.co/SxuBeHzh #commschat
• about 14 hours ago RT @DigitalJonathan @sharonodea@JHDavidsonPR White hat SEO = good content + robot Black hat = bad content + manipulated SEO tech #commschat
• about 14 hours ago Topic 4 Why do online brands seek physical offline properties (ie, pop-ups, Amazon lockers)? #commschat
• about 14 hours ago OK, so we’ve looked at how Online chases ‘offline’ but lets go further. Lets go – ‘experiential’ with Topic 4#commschat
• about 14 hours ago @AllthingsIC @digitaljonathan leading to decline in digital specialist roles as comms disciplines off all sorts go digital first #commschat
• about 14 hours ago @katiejanebyrne @allthingsic One for next time, eh Katie! Noted, though. #Commschat
• about 14 hours ago @sharonodea @JHDavidsonPR White hat SEO = good content + robot. Black hat = bad content + manipulated SEO techs. #commschat
• about 14 hours ago RT @philborge: @CommsChatBrands/organisations on/offline should tell stories, and listen to stories, above all else #commschat
• about 14 hours ago @JHDavidsonPR @digitaljonathan it shouldn’t be; good content on good pages scores well in search. It’s not a dark art. #commschat
• about 14 hours ago RT @AllthingsIC: Future = business conversations. The method/channel is relatively immaterial#commschat
• about 14 hours ago RT @philborge: @rooftopsonfire True, as we all know peeling the onion can cause tears! #commschat
• about 14 hours ago @Mr_AJBrown @commschat I think SEO will become a tool of PRs, it’s unlikely to have its own, separate role in-house or agency #commschat
• about 14 hours ago @AllthingsIC @rooftopsonfire You should get that convo started 😉 #commschat
• about 14 hours ago +1 RT @philborge: @CommsChatBrands/organisations on/offline should tell stories, and listen to stories, above all else #commschat
• about 14 hours ago @rooftopsonfire True, as we all know peeling the onion can cause tears! #commschat
• about 14 hours ago @Mr_AJBrown @CommsChat Yes, I am seeing that becoming commonplace these days. #commschat
• about 14 hours ago MT @Mr_AJBrown: Obviously there are SEO experts but given importance, does anyone foresee in-house SEO becoming common job role? #commschat
• about 14 hours ago @sharonodea @DigitalJonathan Yuck! True. Future = business conversations. The method/channel is relatively immaterial #commschat
• about 14 hours ago @CommsChat @ahhzen and LinkedIn constantly reach out to trad print journalists. Quite good at PR, thus generating decent SEO #commschat
• about 14 hours ago @Dan_Martin Same here – in-house it weighs heavily within each planning session. #commschat
• about 14 hours ago @ahhzen Indeed. So tell the story first, and if you’re helping ranking at the same time, fantastic! #commschat
• about 14 hours ago Sat in on #commschat this evening – online brands looking for offline presence.
• about 14 hours ago @CommsChat Brands/organisations on/offline should tell stories, and listen to stories, above all else #commschat
• about 14 hours ago RT @sharonodea: @DigitalJonathan@allthingsic agreed. It’ll go the way of ‘eContent’ which sounds dreadfully dated now #commschat
• about 14 hours ago @CommsChat Obviously there are SEO experts but given its importance, does anyone foresee in-house SEO becoming a common job role? #commschat
• about 14 hours ago Search Engine Optimisation is relative newbie in #internalcomms world. Focus should remain on employees having jargon-free comms #commschat
• about 14 hours ago “@AllthingsIC: Jargon buster: SEO =Search Engine Optimisation (Wiki definition here: http://t.co/IPJab3Fo)#commschat” useful thanks Rachel
• about 14 hours ago @JHDavidsonPR @CommsChat I think, done properly, SEO can help signpost people but the actual content has to stand on its merits #commschat
• about 14 hours ago @philborge Very easy to get lost in content-delivery bells and whistles in place of real added value! One layer at a time. 🙂 #Commschat
• about 14 hours ago @philborge Hmmm…Some purchasing decisions are affected by values that actual stop the use of search (talking high-end fashion) #commschat
• about 14 hours ago MT @DigitalJonathan Any manipulation of content to drive positive SEO feels like witchcraft. Write for audience, not google robot #commschat
• about 14 hours ago @DigitalJonathan @allthingsic agreed. It’ll go the way of ‘eContent’ which sounds dreadfully dated now#commschat
• about 14 hours ago Until 8am today Sydney time MT@CommsChat: tonight’s #commschat is a goodie – online offline convergence http://t.co/kyytXvE9
• about 14 hours ago @sharonodea @digitaljonathan it’s a catch 22#commschat
• about 14 hours ago @ahhzen yes,there are some good examples of online brands using trad pr or comms. Groupon were actually quite good at it. #commschat
• about 14 hours ago @CommsChat it should be considered with every PR campaign – helps shape targets & KPIs. But not the main focus of PRs job/role. #commschat
• about 14 hours ago @philborge True, I think it’s because it’s become a dirty word. The old black hat days are behind us#commschat
• about 14 hours ago @ahhzen True, and they’re missing a trick. But actually they are having an impact, they just don’t realise how and don’t optimise #commschat
• about 14 hours ago This RT @DigitalJonathan: Write for the audience, not a google robot. #Commschat
• about 14 hours ago RT @spirals: ooooh looks interesting! RT@Communicatemag: tonight #commschat is a goodie – online offline convergance. Topics here http://t.co/CvYR6fhR
• about 14 hours ago @rooftopsonfire … and knowing what suits your employees. Do you know their preferences? That’s a whole other conversation… #commschat
• about 14 hours ago @JHDavidsonPR @CommsChat Hahaha, true! 😉 #commschat
• about 14 hours ago @rooftopsonfire Yes. Proving value is vital. What was a piece of print coverage now has layers of value – peel the onion! #commschat
• about 14 hours ago Any manipulation of content to drive positive SEO feels like witchcraft to me. Write for the audience, not a google robot. #commschat
• about 14 hours ago @JHDavidsonPR @CommsChat Marketing and PR together, I´d say. #commschat
• about 14 hours ago @philborge @commschat Some online brands don’t attract customers via search but by more traditional brand awareness methods #commschat
• about 14 hours ago @JHDavidsonPR Very true, but still too many campaigns ignore SEO completely, or have no provision to measure the impact #commschat
• about 14 hours ago RT @JHDavidsonPR: SEO shld never shape a campaign, thats PRs job but it shld help tweak content to make it more accessible online #commschat
• about 14 hours ago @philborge @allthingsic It’s the question of how to structure materials to show off the value of online delivery over print… #Commschat
• about 14 hours ago @ncardwell Indeed, you’re an old hand now#commschat
• about 14 hours ago @CommsChat It is only part of the mix to help any comms to be found and trusted. I find people tend to either like or dislike it #commschat
• about 14 hours ago @CommsChat SEO should never shape a campaign, that’s PRs job but it should help tweak content to make it more accessible online #commschat
• about 14 hours ago @CommsChat SEO is the lifeblood of an online brand. As @JHDavidson said, we’re lucky Google wants to include us at the table #commschat
• about 14 hours ago @ncardwell that counts as an old hand. you’re able to give lessons to the newbies now #commschat
• about 14 hours ago @philborge @DigitalJonathan Absolutely.#commschat
• about 14 hours ago @MontseCano @commschat Apart from those on #commschat at 8:24 at night 😉
• about 14 hours ago Topic 3 What role does SEO play in the PR efforts of an online brand? #commschat
• about 14 hours ago @AllthingsIC Hi Rachel. My 4th #commschat I think so starting to get the hang of things (hopefully!)
• about 14 hours ago we’ve sort of combined all three of first topics so i might as well throw down Topic 3 noe, as we’ve already been discussing it #commschat
• about 14 hours ago RT @CommsChat: RT @philborge: And of course, vast majority of print coverage is also online #commschat
• about 14 hours ago @rooftopsonfire aha the old ‘refusal’ argument. People often need to see the value for themselves before jumping on board #commschat
• about 14 hours ago T2: ‘Print’ means something different now I think. People’s newspaper etc experience is often on&off line. So, yes, valuable. #commschat
• about 14 hours ago @rooftopsonfire @AllthingsIC It should be a choice, especially for those not in the comms team and not online all the time #commschat
• about 14 hours ago RT @rooftopsonfire #commschat Print media tackles people ‘left behind’ by the online-savvy generation. There’s still place for it #Commschat
• about 14 hours ago RT @philborge: And of course, vast majority of print coverage is also online #commschat
• about 14 hours ago @JHDavidsonPR @CommsChat I guess that people still have a life away from their electronic devices.#commschat
• about 14 hours ago RT @DigitalJonathan: #commschat We need to remember that not everyone is connected. That’s the value of print.
• about 14 hours ago @DigitalJonathan Thanks Jonathan, good to see you here too #commschat
• about 14 hours ago But I do think it’s important not to just copy online > print and vice versa. Content is consumed differently in those places. #commschat
• about 14 hours ago @AllthingsIC And perhaps we all underestimate the emotional connection / respect people still have for print? #commschat
• about 14 hours ago @AllthingsIC despite working on a new intranet and streamlining process there are still those who refuse to adopt!#Commschat
• about 14 hours ago @philborge I like that: RT “Just because a brand is born online, doesn’t mean it can only tell its stories there”#commschat
• about 14 hours ago Seen a huge increase over past year in SEO agencies contacting me to get client content onto my site#commschat
• about 14 hours ago @DigitalJonathan @MontseCano Mix is the perfect word. And of course, vast majority of print coverage is also online #commschat
• about 14 hours ago @CommsChat Offline still has a major role. It’s the trust factor but online bloggers are getting there #commschat
• about 14 hours ago A2) Print will always have its place for ‘unconnected’ employees in orgs. Key is to have good mix of tailored channels #commschat
• about 14 hours ago One message, one channel is pretty rare. Print is valuable in the mix. #commschat
• about 14 hours ago @CommsChat I reckon audiences still read and print can re-direct them to online. #commschat
• about 14 hours ago Hi Neil @ncardwell 🙂 Lots of familiar names here tonight. #commschat
• about 14 hours ago @CommsChat Just because a brand is born online, doesn’t mean it can only tell its stories there #commschat
• about 14 hours ago #commschat We need to remember that not everyone is connected. That’s the value of print.
• about 14 hours ago Evening all. I’m a journalist and editor of@BusinessZone #commschat
• about 14 hours ago T2 #commschat Print media tackles the people ‘left behind’ by the new online-savvy generation. There’s still place for it. #Commschat
• about 14 hours ago RT @JHDavidsonPR: @AllthingsIC Hi Rachel, I like to say SEO is about making a website google is willing to recommend-trustworthy. #commschat
• about 14 hours ago @philborge @commschat We’re lucky google is changing to suit PRs. The days of producing content just for page rank are dying #commschat
• about 14 hours ago @CommsChat Print still has massive value. In simple terms, circs may be in broad decline, but audiences still read print #commschat
• about 14 hours ago .@philborge I’m more interested in PR key areas of management, governance, sustainability, and internal & external communication #Commschat
• about 14 hours ago RT @CommsChat: Topic 2 – What is the value of print media coverage for online brands? #commschat
• about 14 hours ago Topic 2 – What is the value of print media coverage for online brands? #commschat
• about 14 hours ago #commschat tackling different approaches to on and offline brands tonight. Interesting to see how heavy SEO weighs in.
• about 14 hours ago The rise of Google+ has been linked to the SEO and author rank opportunities http://t.co/673aMxuj #commschat
• about 14 hours ago While people are responding heres topic 2 – What is the value of print media coverage for online brands?#commschat
• about 14 hours ago @ncardwell Very good practice. Online is one place after all, everything works together #commschat
• about 14 hours ago @philborge @CommsChat Agreed.@JHDavidsonPR #commschat
• about 14 hours ago @AllthingsIC Hi Rachel, I like to say SEO is about making a website google is willing to recommend – trustworthy. #commschat
• about 14 hours ago “@JHDavidsonPR: Effective SEO must have context, otherwise a bit spammy. PR and SEO are becoming completely entwined #commschat”
• about 14 hours ago Its an good time to move toT2, but before we do a quick show of tweets – who has comms/PR responsibility for online or offline #commschat
• about 14 hours ago @JHDavidsonPR @CommsChat Absolutely, Google introduced Panda for that very reason – and context is what we as an audience ‘see’ #commschat
• about 14 hours ago @JHDavidsonPR @CommsChat @philborgePR/SEO linkage def true. I now consider SEO in everything I post, blog, press release etc #commschat
• about 14 hours ago #commschat it’s the same challenge for all. With the same platforms at their disposal it’s about striking the right balance.
• about 14 hours ago Jargon buster: SEO = Search Engine Optimisation (Wiki definition here: http://t.co/9WKUnD0u)#commschat
• about 14 hours ago @CommsChat But context is crucial too – SEO is only one part of the puzzle, context / relevance is what onlines can lean from off #commschat
• about 14 hours ago @CommsChat @philborge Effective SEO must have context, otherwise a bit spammy. PR and SEO are becoming completely entwined #commschat
• about 14 hours ago @AllthingsIC Thanks, Rachel 🙂 #commschat
• about 14 hours ago @CommsChat Some will be – SEO / traffic / conversion – the measurable metrics that prove the value of this ‘PR’ approach #commschat
• about 14 hours ago RT @CommsChat: So @philborge are online brands focusing on anywhere that can give SEO. Or is context also important? #commschat
• about 14 hours ago PR peeps looking to find out more about the different approaches for offline brands vs online brands should follow #commschat tonight
• about 14 hours ago @jgombita Yes indeed, as a starting point. Consider where the first ‘online only’ brands came from – a pure online world #commschat
• about 14 hours ago Welcome along @rooftopsonfire #commschat
• about 14 hours ago So @philborge are online brands focusing on anywhere that can give SEO. Or is context also important?#commschat
• about 14 hours ago @JHDavidsonPR Skills indeed need to shift. Understanding PR and SEO, realising the true potential of social, both crucial #commschat
• about 14 hours ago Come and join in the discussion using the hashtag (I use via http://t.co/ewPgGKby). More info:http://t.co/ZjLTg63O. Evening all #commschat
• about 14 hours ago Can I assume @philborge @commschat you’re talking about consultancy “marketing PR” for brands rather than in-house PR/comms team? #commschat
• about 14 hours ago @ncardwell looking forward to hearing from your experience #commschat
• about 14 hours ago @CommsChat @philborge I guess that only the tools differ. #commschat Aims, etc should be the same.
• about 14 hours ago I’m Rachel, have specialised in internal comms for a decade & blog at http://t.co/siblXEmm. Followers note -in chat for next hour #commschat
• about 14 hours ago evening @rooftopsonfire @MontseCano@DaisyEWallace @ahhzen and all others who have joined us here tonight #commschat
• about 14 hours ago Good evening everyone, i’m Neil, doing/done offline/online PR&Comms in various sectors. Looking forward to the discussion! #commschat
• about 14 hours ago Onlines often begin with the need to generate traffic / improve search rankings, so that immediately sets the tone of their PR #commschat
• about 14 hours ago @philborge I agree, maybe, overall aims are the same but skills need for PRs to achieve have changed? #commschat
• about 14 hours ago Following #commschat with interest this eve, looking at PR differences between online brands vs. offline brands
• about 14 hours ago @philborge how are those objectives different Phil? And, according to @JHDavidsonPR objectives same, but tools are different #commschat
• about 14 hours ago #CommsChat evening all! Looking forward to a challenging debate
• about 14 hours ago @JHDavidsonPR Potentially the same aims, but actually most online brands want good SEO rankings and traffic above all else #commschat
• about 14 hours ago Evening all! I look forward to tonight´s chat about the online/offline divide. #commschat
• about 14 hours ago But online brands are different, born in a new landscape, which gives them a different set of objectives to focus on#commschat
• about 14 hours ago #Commschat #internalcomms novice here. Looking forward to reading people’s thoughts!
• about 14 hours ago @CommsChat @philborge overall aim is the same, it’s just the tools that are different #commschat
• about 14 hours ago It all depends on the objectives. Offline brands wanted all the traditional drivers – awareness, building audience knowledge.. #commschat
• about 14 hours ago oh, whoops, no intro from me – I’m andrew, publisher of @CommunicateMag #commschat
• about 14 hours ago Evening all, looking forward to an interesting#commschat
• about 14 hours ago but @philborge, lets start with T1 How is PR for an online brand different than PR for traditionally offline companies? #commschat
• about 14 hours ago Quick hello from me. I’ve been in the PR/comms/marketing industry for about 13 years now, working with a diverse range of brands #commschat
• about 14 hours ago tonight we’re talking about online brands seeking an offline presence topics have been posted #commschat
• about 14 hours ago RT @CommsChat: Please feel free to join in, but remember it’s always polite to introduce yourself first #Commschat
• about 14 hours ago Please feel free to join in, but remember it’s always polite to introduce yourself first #Commschat
• about 14 hours ago Looking forward to the discussion. Do get involved and follow the #tag #commschat
• about 14 hours ago with us we have @philborge, associate director of Threepipe #commschat
• about 14 hours ago So, its 8pm. Welcome to tonights #commschat

: #CommsChat, brands, Digital, engagement, Google, high street, Internal comms, Marketing, media, online comms, PR, retail, SEO, Social Media, Transcript