Barking up the wrong tree

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With so much fuss over social media, I argue that the PR industry needs to put their world in perspective.

I delivered this presentation to the Digital PR conference in Brisbane on 28th May 2009.

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Barking up the wrong tree

  1. BARKING UP THE WRONG TREE DAVID CAMPBELL CREATIVE DIRECTOR
  2. Why PR people should care more about search than social media
  3. Reason #1 Reputation management
  4. Sue Scheff is destroying lives. She is a con. She takes kickbacks. She is the biggest fraud there ever was.
  5. Is Barack Obama a muslim?
  6. Reason #2 Media relations
  7. 91% THE PROPORTION OF JOURNALISTS THAT USE SEARCH TO RESEARCH STORIES SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  8. 9% THE PROPORTION OF JOURNALISTS THAT USE SOCIAL BOOKMARKING TO RESEARCH STORIES SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  9. 100 75 50 25 ks ar m ok s st bo ca al d ci Po ng So gi og 0 bl gs - ro o ic Bl M ch ar SOURCE: TopRank Online Marketing Survey on Se Journalists Use of Search, October 2008
  10. HOW JOURNO’S USE SEARCH SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  11. 82% TO LOOK FOR STORY IDEAS SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  12. 59% TO VERIFY PRESS RELEASES SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  13. 91% TO FIND NEW SOURCES SOURCE: TopRank Online Marketing Survey on Journalists Use of Search, October 2008
  14. Reason #3 Community relations
  15. MP XON COL A RO I d Ag eing EH ON N lth an TH Hea r for M iniste May 2009 ELE ASE 22 IA R MED e AIN’ opriat o ‘CO NT is appr sed t e that it t Lev el Rai advi sed m Aler s today op, ha . Bish AIN sor Jim CONT icer, Profes level to ber of f d i cal Of demic alert m all nu e is to i ef Me ia’s pan a s a sm s phas he Ch ustral ralia h m of thi T A a t Aust he ai t o raise t ely. i ses th sion. T media ecogn ansmis ive im AIN r an tr effect CONT -to-hum d the his is el to n T l ert lev one human ustralia. s ures a f the a t least ithin A n mea tectio ase. sing o s and a T he rai case virus w o der pr this ph e flu of the h as bor under tuatio n swin spread u - suc nue the si
  16. 2.7 million THE NUMBER OF GOOGLE SEARCHES IN AUSTRALIA FOR ‘SWINE FLU’ IN THE LAST 30 DAYS
  17. 166
  18. a David Campbell david@fnuky.com.au @davidjcampbell

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