Digital PR - A presentation at Westminster University

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A presentation to PR Masters students at the University of Westminster. November 2011.

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Digital PR - A presentation at Westminster University

  1. 1. Danny Whatmough University of Westminster November 2011Digital PR 101
  2. 2. IntroductionsPR 2.0Case studySocial PRAn integrated approachCase studyHow to succeed in PR 2.0Any questions?Agenda
  3. 3. Danny WhatmoughAccount DirectorEML Wildfire@dannywhatmoughhttp://uk.linkedin.com/in/dannywhatmoughhttps://plus.google.com/115157031632707026932/postshttp://www.dannywhatmough.comIntroductions
  4. 4. Frustrated web developer Music grad Flogging artwork Digital marketing PR curiosity EML Wildfire Digital pimpingIntroductions
  5. 5. Top 10 UK tech PR agencyMerger in 201130 staff50+ clients£2m turnoverIntroductions
  6. 6. PR 2.0
  7. 7. PR 1.0 Brand
  8. 8. PR 1.0 Journalist Journalist Brand Journalist
  9. 9. PR 1.0 Journalist Journalist Brand Journalist
  10. 10. PR 1.0 Journalist Journalist Brand Journalist
  11. 11. PR 2.0 – democratisation of media Journalist Journalist Brand Journalist
  12. 12. PR 2.0 Journalist Journalist Brand Journalist
  13. 13. PR 2.0 – brand engagement Journalist Journalist Brand Journalist
  14. 14. PR 2.0 Journalist Journalist Brand Journalist
  15. 15. PR 2.0 – influencers Journalist Journalist Brand Journalist
  16. 16. Democratisation of mediaDeath of traditional mediaThe growth of influencersPR 2.0 – drivers
  17. 17. What does this mean for PR?PR 2.0
  18. 18. Case study
  19. 19. Case study
  20. 20. The PR challengeGrow brand awarenessDifferentiate in a crowded marketBuild advocacyCase study
  21. 21. Case study
  22. 22. Case study
  23. 23. Social PR
  24. 24. www.emlwildfire.com/tech_social_mediaHow social are you?
  25. 25. - Only 31% of brands with a Facebook account used it to engage - Only 14% of tweets were replies and retweets - Only 20% received comments on blogs and only one company took the trouble to replyHow social are you?
  26. 26. Flash in the pan won’t workA sustainable approach is neededSocial PR
  27. 27. Community Content EngagementSocial PR
  28. 28. Integrated approach
  29. 29. PR 2.0 – influencers Journalist Journalist Brand Journalist
  30. 30. Putting an integrated campaign togetherIntegrated approach
  31. 31. Situation analysis Objectives InsightMeasurement and Identifyevaluation Impact Influence the influencers Interact Inspiration Creative campaign Deliver the campaign ideas
  32. 32. The ‘so what’ testOutputs- Deliverables completed on timeOutcomes- Coverage received- Brand mentions- Interactions on social channels- Website trafficImpact- Sign ups- ConversionsMeasurement
  33. 33. Case study 2
  34. 34. Case study 2
  35. 35. Case study 2
  36. 36. How to succeed
  37. 37. 1. Stay ahead of the curve – use new channelsHow to succeed
  38. 38. 2. Read the media – ALL types of mediaHow to succeed
  39. 39. 3. Make friends with the web – HTML, designHow to succeed
  40. 40. 4. Write! Blog!How to succeed
  41. 41. 5. Get as much experience as you can!How to succeed
  42. 42. dannyw@emlwildfire.com @dannywhatmoughAny questions?

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