Vikki Chowney presents digital PR trends from 2010

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What have we learnt? The five biggest trends that came to light in 2010.

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Vikki Chowney presents digital PR trends from 2010

  1. 1. Behavioural-led campaigns
  2. 2. E4 created a campaignbased on existingFacebook user behaviour.Passive fans - high snackablecontent that allowed olderfans to fill in the gaps.90,000 comments in under 3months.Active users - preview contentbut only viewable when sharedreach extended by 133 usersper view.243,259 fans in 80 days.
  3. 3. Influencer vs. Evangelist
  4. 4. Truly open content
  5. 5. £40,000 budget.Engaged with one ‘digital artist’ and tocreate a work and then madethe code accessible to all.Reached out to 200 key influencersto start the ball rolling.As a result, had 4,600 piecessubmitted to exhibition and1.75m unique visitors to the website.The exhibition saw its footfalltarget smashed by 235% and createover £500,000 of clear profit.
  6. 6. Product feedback and development
  7. 7. Search as a snapshot
  8. 8. 1.5m pageImpressions£45k spendAt 0.003ppc
  9. 9. In two months, BP went from spending $57,000 amonth to becoming one of Google’s top advertisers,dropping nearly $3.6 million in the month of June alone.
  10. 10. Branded content
  11. 11. Social commerce
  12. 12. Zuckerberg: "if I had to guesssocial commerce is the next areato really blow up" (in a good way)”
  13. 13. Speed
  14. 14. Disillusionment
  15. 15. Pro bloggers
  16. 16. “Bloggers care deeply about product reputation. One third of all bloggers would boycott products based on a bad reputation, asking readers to do same.” Richard Jalinchandra, president & CEO of Technorati.
  17. 17. • Behavioural-led campaigns• Influencer vs. Evangelist• Truly open content• Product feedback & development• Search as a snapshot• Branded content• Social commerce• Speed• Disillusionment• Pro bloggers

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