Being and staying on top of your news! #icca11 WEDNESDAY 26/10/11
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Being and staying on top of your news! #icca11 WEDNESDAY 26/10/11

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Presentation on Being and staying on top of your news! by Johanna Fischer from tmf Dialogue Marketing. Held during the 50th ICCA Congress. #icca11 WEDNESDAY 26/10/11

Presentation on Being and staying on top of your news! by Johanna Fischer from tmf Dialogue Marketing. Held during the 50th ICCA Congress. #icca11 WEDNESDAY 26/10/11

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  • Our concept: to understand and create the right content strategy for our customers to apply state-of-the-art online technology for our customers to support an integrated brand communication solution Making use of our outstanding industry rela
  • Kommunikation zu drei verschiedenen Blöcken ist nötig
  • Added value für destination partners, investors etc. Sustainability in work – how can you respect and protect your business partners?
  • - Having a “Facebook Page” is a sufficient social media strategy --- Presence in the channels the target group prefers - Social media is just marketing ---- It is also customer service etc. Trendmonitor Ergebnisse hier erwähnen
  • Video exact 1 Minute dann auf Pause
  • it is also imperative to achieve this in a cost effective and efficient way Organisations have to identify the relevant influential sites And build relationships with these sites and establish their interest
  • How to distribute news and other content to the target groups and reach them in their preferred channels? How to reach the ‘social influencers’ to tell your story? How can we optimise our news releases, news messages and distribute them to relevant websites, social media networks and publish them to create more awareness? Not only for journalists but also for bloggers? How can we track the resulting coverage and report on its potential influence and impact? And what about the good old press-release?
  • :you need to know the industry and its specifics and characteristics Tools to a llow your audience to react to your content and start a conversation with you (comments/reviews) Deep knowledge of and (personal) relations with the actors and influencers in the industry to do: include Image: conductor!
  • The press release has for years been the PR industry's loyal friend In 2006, former FT journalist Tom Foremski famously pronounced “Die! Press Release! Die! Die! Die!” calling for the demolition of the press release as we know it
  • The typical press room, which was designed years ago to meet the needs of a very specific audience, doesn’t address the needs of the broader public including journalists, bloggers, customers, partners and others. There is an opportunity to transform press rooms into dynamic working newsrooms that constantly deliver and curate relevant, compelling, timely information to build brand, trust and community.
  • In such a way: That bloggers can use the pieces of content they need to create blog posts and to easily share via their social networks and e-mail So your news goes viral and increases traffic to your social sites and your newsroom And gets you more exposure and coverage of your news
  • We help customers also to listen, reach out and engage with social media z.B. Hybrid events, new formats to present partners in the destination (rather than the regular sales trips,
  • (faster response to crises and brand reputation attacks) Increased engagement with the target groups Adopting faster to new trends (social media) Reacting faster to crises

Being and staying on top of your news! #icca11 WEDNESDAY 26/10/11 Being and staying on top of your news! #icca11 WEDNESDAY 26/10/11 Presentation Transcript

  • MICE market monitor 2010 Outbound trends in Germany, Austria and Switzerland Options for participation in the research Being and staying on top of your news! The need to migrate from ‘traditional’ PR and marketing to new communication concepts to reach a ‘socially-connected’ audience October 26, 2011 – 11 am ICCA congress in Leipzig
  • tmf dialogue marketing & piranha press & pr
    • Experts in dialogue marketing focusing on international meeting, incentive, congress and event markets and tourism
    • We have built a big global business relation network in MICE and tourism
    • Helping organisations with PR and marketing communication to media and buyers (corp and associations)
  • tmf dialogue marketing & piranha press & pr
  • tmf dialogue marketing & piranha press & pr
    • The rise of web 2.0 and social media has become the next big challenge for this industry – practical solutions are needed!
  • Overview presentation
    • PR & marketing in MICE and tourism today
    • Social media: some myths and facts
    • Challenges and opportunities
    • Relevant content is king!
    • The rise of the social media news release (smnr)
    • The social media newsroom (smn)
    • Destination PR & (Social Media) Marketing Services: success process and outcomes
  • PR & marketing in MICE and tourism today
    • PR, marketing & brand communication in MICE and
    • tourism as it is now:
      • Newsletters and information campaigns/telemarketing, press releases/mailings
      • One-to-one activities: sales calls, roadshows/events, fam trips , tradeshows/ Hosted Buyers, editorial visits, press receptions, press conferences, press trips
      • CRM / MRM (relationship management)
      • Some social media is used in the industry but opportunistic and fragmented
  • PR & marketing in MICE and tourism today
    • What is the challenge for success in marketing & pr?
    • How can you add value to your work?
    • Nobody has time anymore, everybody is so busy
    • Too much information and projects at the same time
    • Intense competition
    • Business ethics
    • Less budgets but more work
    • The traditional PR & marketing mix is more and
    • more coming under pressure due to complex work
    • Environment and the rise of social media
  • Overview presentation
    • PR & marketing in MICE and tourism today
    • Social media: some myths and facts
    • Challenges and opportunities
    • Relevant content is king!
    • The rise of the social media news release (smnr)
    • The social media newsroom (smn)
    • Destination PR & (Social Media) Marketing Services: success process and outcomes
  • Social media: some myths and facts
    • My target groups don’t use social media
    • Social media isn’t worth the trouble for B2B
    • Social media for B2C is very different from B2B
    • If nobody tweets about us, we don’t need social media
    • Social media is not measurable
    • Check again where your journalists and Buyers are
    • Social media in B2B is rapidly becoming bigger than B2C
    • Social media for B2B = same as social media for B2C
    • If nobody tweets about you, they are not talking about you
    • Site traffic, tweets, followers, etc.
  • Social media: some myths and facts
  • Social media: some myths and facts
    • And it is not only in consumer markets: in business-to-
    • business social media is even getting much bigger
    • 93% of all B2B marketers are engaged in some form of social media (source: BtoB Magazine)
    • So are industry journalists, buyers, venues, convention bureaus, tourist offices, event organisers and other potential customers
    • And Social CRM is the next big thing!
    • http://www.youtube.com/watch?v=j1ozGiXSpI0
  • Overview presentation
    • PR & marketing in MICE and tourism today
    • Social media: some myths and facts
    • Challenges and opportunities
    • Relevant content is king!
    • The rise of the social media news release (smnr)
    • The social media newsroom (smn)
    • Destination PR & (Social Media) Marketing Services: success process and outcomes
  • Challenges and opportunities
    • There is no substitute for individual relationships
    • But getting your /your partners’ stories exposure /coverage in the online media has become a necessity
    • ROI and current economic climate
    • With multiple content providers, and the global nature of the online media this can prove to be a challenge
  • Challenges and opportunities
    • Distribute and publish relevant news releases and associated content in such a way the audience can easily use and share the content in their own networks
    • Track the resulting coverage, mentions and bookmarks
    • But to do this takes a great deal of time and can limit your potential to achieve the best results
  • Challenges and opportunities
    • And how do you???
    • ....select the right sources from the thousands of sources on the Web?
    • ....monitor all information about you on the Web?
    • ....select the right content for further use in story creation, news releases, newsrooms?
  • Overview presentation
    • PR & marketing in MICE and tourism today
    • Social media: some myths and facts
    • Challenges and opportunities
    • Relevant content is king!
    • The rise of the social media news release (smnr)
    • The social media newsroom (smn)
    • Destination PR & (Social Media) Marketing Services: success process and outcomes
  • Relevant content is king!
    • With the rise of social media and new PR tools you need eg:
    • T he ability to real-time source, filter and ‘ clip ’ unique online
    • and offline content about your brand
    • S kills to curate and create content based on relevance to the
    • market segment/targeted audience
    • Someone with the competence to assess/judge
    • content in order to relevance to the market
    • segment
    • Means to publish the content to the right
    • audience at the right moment in the channels
    • of their choice
  • Overview presentation
    • PR & marketing in MICE and tourism today
    • Social media: some myths and facts
    • Challenges and opportunities
    • Relevant content is king!
    • The rise of the social media news release (smnr)
    • The social media newsroom (smn)
    • Destination PR & (Social Media) Marketing Services: success process and outcomes
  • The rise of the social media news release (smnr)
    • The end of the press release as-we-know-it:
    • The text-heavy, one-size-fits-all format of the traditional press release is no longer serving the purpose it used to
    • Now many journalists use the Internet as their primary research source
    • Journalists now prefer to receive news in a format that makes it easy for them to quickly insert it into their story
    • Themes need to be presented holistically: announcements, quotes, links to background material, other recent news stories, tags to easily identify and find, content, multimedia assets, embed codes and social media buttons and widgets
    • They need a Social Media News Release (SMNR)
  • Overview presentation
    • PR & marketing in MICE and tourism today
    • Social media: some myths and facts
    • Challenges and opportunities
    • Relevant content is king!
    • The rise of the social media news release (smnr)
    • The social media newsroom (smn)
    • Destination PR & (Social Media) Marketing Services: success process and outcomes
  • The social media newsroom (smn)
    • The social media news releases are published to newswires, RSS feeds, social networks, email, etc.
    • They need an “interface” to their audience
    • This interface is called Social Media Newsroom
    • Here some newsroom examples:
    • http://www.newsroom.firstdirect.com/
    • http://newsroom.lufthansa.com/
    • http://www.swiss.com/web/EN/about_swiss/media/Pages/Social
    • MediaNewsroom.aspx
    •  
  • The social media newsroom (smn)
    • The newsroom helps to create, publish and share your content, information and news with an online, socially-connected audience – media as well as planners
    • Making your online newsroom a central content hub with social features & news items/news releases that:
      • Reach all the right journalists, buyers, bloggers, magazines and newspapers
      • Allows journalists and the bloggers to easily find all your content
      • Provides the content in the format journalists and bloggers prefer
  • Overview presentation
    • PR & marketing in MICE and tourism today
    • Social media: some myths and facts
    • Challenges and opportunities
    • Relevant content is king!
    • The rise of the social media news release (smnr)
    • The social media newsroom (smn)
    • Destination PR & (Social Media) Marketing Services: success process and outcomes
  • Destination PR & (Social Media) Marketing Services: success process and outcomes repeat
  • Destination PR & (Social Media) Marketing Services: success process and outcomes
    • A new concept to reach and engage with media, bloggers and stakeholders in the conventions, meetings and incentive market
    • We focus on improving our destination customer’s brand communication by making better use of new online PR tools and social media
    • Available for global communication, in different languages and markets
    • Old sales versus new sales 2.0: creating communities of Buyers, venues, service providers etc. in MICE
    • Support one-to-one activities through online brand communication
  • Destination PR & (Social Media) Marketing Services: success process and outcomes
    • Real-time brand monitoring
    • Reaching relevant target groups faster and better in their preferred (online) channels
    • Increasing service level to customers and media
    • Faster generation of more valuable leads (Buyers)
    • Better management of brand reputation
  • Thank you for your interest! www.tmf-gmbh.de www.tmf-forum.de @tmf_connect Johanna Fischer, Managing Director Follow me on Twitter: @johannadialogue
  • Social media revolution http://vimeo.com/11551721