Online PR  Social  Digital <ul><li>Where PR fits into the  </li></ul><ul><li>Social  Digital Media Mix </li></ul><ul><li>N...
Misconception <ul><li>PR = Press Releases </li></ul>
Is PR a robotic act?
The Reality <ul><li>PR = Communication </li></ul>
The Landscape <ul><li>The media game isn’t changing, it’s already changed </li></ul>
Media Morphing
Brand Advocates
Alternative Approach
The Changing Dynamic <ul><li>Social Everything? </li></ul>
Adapt to Survive <ul><li>Modern PR is Social Media, SEO, Online Monitoring, Events and More </li></ul>
Walk the Walk <ul><li>If you want to understand the future of PR and communications, you need to take part </li></ul>
Talk the Talk <ul><li>Social Media isn’t essential for every brand </li></ul>
SMO <ul><li>Social Media Optimisation </li></ul>
A Different Style <ul><li>Do you talk the same to your friends as you do to the in-laws? </li></ul>
The same, but different
Our Experience <ul><li>If it wasn’t for Social Media, we probably wouldn’t be around </li></ul>
Digital Engagement <ul><li>Engagement, not Influence </li></ul>
The Blogosphere <ul><li>Quality over Quantity </li></ul>
So, where does PR sit? <ul><li>Strategic Advisor </li></ul><ul><li>Creative Consultant </li></ul><ul><li>Additional Resour...
Balancing the content
Communications is a skill... <ul><li>...and we all have different skills. Recognise your strengths and act accordingly </l...
In it for the long haul <ul><li>Social and Digital Media done right is a long haul, slow burn exercise </li></ul>
Strategy is Essential
What does good look like? <ul><li>Set a goal, but also make sure you have a tool with which to measure </li></ul>
Measurement Tools
Which monitoring tool? <ul><li>The online monitoring tools are subtly different </li></ul>
For example: Is it for managing workflow? <ul><li>Social media as an extension of the customer service channel </li></ul>
Are you a company driven by innovation? <ul><li>Collect ideas through enterprise-wide collaboration </li></ul>
Do you want to measure mentions by geography? <ul><li>Global vs. Local </li></ul>
Number of mentions and a broad overview of sentiment? <ul><li>Paid vs. Free </li></ul>
The question: <ul><li>What actually matters  </li></ul><ul><li>to people? </li></ul>
The Age Of Content Creation <ul><li>  </li></ul><ul><li>Consume </li></ul><ul><li>Create  </li></ul><ul><li>Share </li></ul>
The Future is Personalised <ul><li>  </li></ul>Content that matters to you
Cutting through the clutter <ul><li>  </li></ul>Sifting the wheat  from the chaff
Engagement Tactics <ul><li>  </li></ul>1. Competition-based 2. Customer Service 3. Collaboration 4. Community Building 5. ...
1. Competition-based <ul><li>  </li></ul>
1. Competition-based <ul><li>  </li></ul>
2. Customer Service <ul><li>  </li></ul>
2. Customer Service <ul><li>  </li></ul>
3. Collaboration <ul><li>  </li></ul>
3. Collaboration <ul><li>  </li></ul>
3. Community Building <ul><li>  </li></ul>
3. Community Building <ul><li>  </li></ul>
4. Guy/Girl Next Door <ul><li>  </li></ul>
4. Guy/Girl Next Door <ul><li>  </li></ul>
Summary <ul><li>  </li></ul>Social Media is the biggest shift in marketing since the arrival of the internet
The Synergy <ul><li>  </li></ul>Social Media, like PR, is all about communication
Knowledge (and Experience) is Power <ul><li>  </li></ul>The future of PR lies in articulating the relationship with Social...
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Where PR fits into the Social\Digital Media Mix

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Where PR fits into the Social\Digital Media Mix

  1. 1. Online PR Social Digital <ul><li>Where PR fits into the </li></ul><ul><li>Social Digital Media Mix </li></ul><ul><li>Nicholas O’Flaherty </li></ul><ul><li>MD, Bullet PR </li></ul><ul><li>@NickOFlaherty </li></ul>
  2. 2. Misconception <ul><li>PR = Press Releases </li></ul>
  3. 3. Is PR a robotic act?
  4. 4. The Reality <ul><li>PR = Communication </li></ul>
  5. 5. The Landscape <ul><li>The media game isn’t changing, it’s already changed </li></ul>
  6. 6. Media Morphing
  7. 7. Brand Advocates
  8. 8. Alternative Approach
  9. 9. The Changing Dynamic <ul><li>Social Everything? </li></ul>
  10. 10. Adapt to Survive <ul><li>Modern PR is Social Media, SEO, Online Monitoring, Events and More </li></ul>
  11. 11. Walk the Walk <ul><li>If you want to understand the future of PR and communications, you need to take part </li></ul>
  12. 12. Talk the Talk <ul><li>Social Media isn’t essential for every brand </li></ul>
  13. 13. SMO <ul><li>Social Media Optimisation </li></ul>
  14. 14. A Different Style <ul><li>Do you talk the same to your friends as you do to the in-laws? </li></ul>
  15. 15. The same, but different
  16. 16. Our Experience <ul><li>If it wasn’t for Social Media, we probably wouldn’t be around </li></ul>
  17. 17. Digital Engagement <ul><li>Engagement, not Influence </li></ul>
  18. 18. The Blogosphere <ul><li>Quality over Quantity </li></ul>
  19. 19. So, where does PR sit? <ul><li>Strategic Advisor </li></ul><ul><li>Creative Consultant </li></ul><ul><li>Additional Resource </li></ul>
  20. 20. Balancing the content
  21. 21. Communications is a skill... <ul><li>...and we all have different skills. Recognise your strengths and act accordingly </li></ul>
  22. 22. In it for the long haul <ul><li>Social and Digital Media done right is a long haul, slow burn exercise </li></ul>
  23. 23. Strategy is Essential
  24. 24. What does good look like? <ul><li>Set a goal, but also make sure you have a tool with which to measure </li></ul>
  25. 25. Measurement Tools
  26. 26. Which monitoring tool? <ul><li>The online monitoring tools are subtly different </li></ul>
  27. 27. For example: Is it for managing workflow? <ul><li>Social media as an extension of the customer service channel </li></ul>
  28. 28. Are you a company driven by innovation? <ul><li>Collect ideas through enterprise-wide collaboration </li></ul>
  29. 29. Do you want to measure mentions by geography? <ul><li>Global vs. Local </li></ul>
  30. 30. Number of mentions and a broad overview of sentiment? <ul><li>Paid vs. Free </li></ul>
  31. 31. The question: <ul><li>What actually matters </li></ul><ul><li>to people? </li></ul>
  32. 32. The Age Of Content Creation <ul><li> </li></ul><ul><li>Consume </li></ul><ul><li>Create </li></ul><ul><li>Share </li></ul>
  33. 33. The Future is Personalised <ul><li> </li></ul>Content that matters to you
  34. 34. Cutting through the clutter <ul><li> </li></ul>Sifting the wheat from the chaff
  35. 35. Engagement Tactics <ul><li> </li></ul>1. Competition-based 2. Customer Service 3. Collaboration 4. Community Building 5. Guy/Girl Next Door
  36. 36. 1. Competition-based <ul><li> </li></ul>
  37. 37. 1. Competition-based <ul><li> </li></ul>
  38. 38. 2. Customer Service <ul><li> </li></ul>
  39. 39. 2. Customer Service <ul><li> </li></ul>
  40. 40. 3. Collaboration <ul><li> </li></ul>
  41. 41. 3. Collaboration <ul><li> </li></ul>
  42. 42. 3. Community Building <ul><li> </li></ul>
  43. 43. 3. Community Building <ul><li> </li></ul>
  44. 44. 4. Guy/Girl Next Door <ul><li> </li></ul>
  45. 45. 4. Guy/Girl Next Door <ul><li> </li></ul>
  46. 46. Summary <ul><li> </li></ul>Social Media is the biggest shift in marketing since the arrival of the internet
  47. 47. The Synergy <ul><li> </li></ul>Social Media, like PR, is all about communication
  48. 48. Knowledge (and Experience) is Power <ul><li> </li></ul>The future of PR lies in articulating the relationship with Social Media
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