Digital PR - A presentation at Westminster University

Danny Whatmough University of Westminster November 2011Digital PR 101

IntroductionsPR 2.0Case studySocial PRAn integrated approachCase studyHow to succeed in PR 2.0Any questions?Agenda

Danny WhatmoughAccount DirectorEML Wildfire@dannywhatmoughhttp://uk.linkedin.com/in/dannywhatmoughhttps://plus.google.com/115157031632707026932/postshttp://www.dannywhatmough.comIntroductions

Frustrated web developer Music grad Flogging artwork Digital marketing PR curiosity EML Wildfire Digital pimpingIntroductions

Top 10 UK tech PR agencyMerger in 201130 staff50+ clients£2m turnoverIntroductions

PR 2.0

PR 1.0 Brand

PR 1.0 Journalist Journalist Brand Journalist

PR 2.0 – democratisation of media Journalist Journalist Brand Journalist

PR 2.0 – brand engagement Journalist Journalist Brand Journalist

PR 2.0 – influencers Journalist Journalist Brand Journalist

Democratisation of mediaDeath of traditional mediaThe growth of influencersPR 2.0 – drivers

What does this mean for PR?PR 2.0

Case study

The PR challengeGrow brand awarenessDifferentiate in a crowded marketBuild advocacyCase study

Case study

Social PR

www.emlwildfire.com/tech_social_mediaHow social are you?

- 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?

Flash in the pan won’t workA sustainable approach is neededSocial PR

Community Content EngagementSocial PR

Integrated approach

PR 2.0 – influencers Journalist Journalist Brand Journalist

Putting an integrated campaign togetherIntegrated approach

Situation analysis Objectives InsightMeasurement and Identifyevaluation Impact Influence the influencers Interact Inspiration Creative campaign Deliver the campaign ideas

The ‘so what’ testOutputs- Deliverables completed on timeOutcomes- Coverage received- Brand mentions- Interactions on social channels- Website trafficImpact- Sign ups- ConversionsMeasurement

Case study 2

How to succeed

1. Stay ahead of the curve – use new channelsHow to succeed

2. Read the media – ALL types of mediaHow to succeed

3. Make friends with the web – HTML, designHow to succeed

4. Write! Blog!How to succeed

5. Get as much experience as you can!How to succeed

dannyw@emlwildfire.com @dannywhatmoughAny questions?

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Digital PR - A presentation at Westminster University

by Danny Whatmough

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