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Twitter and PR - nail in the coffin or silver bullet
 

Twitter and PR - nail in the coffin or silver bullet

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Drew Benvie's presentation at #twitterconf in London on 30 September 2010

Drew Benvie's presentation at #twitterconf in London on 30 September 2010

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  • Twitter & the PR industry. Nail in the coffin or silver bullet?   Twitter’s use as a communications tool is now mature, and it presents new opportunities to masters of the channel, especially in the PR industry. Drew will outline the opportunity Twitter offers the PR mainstream to play a more strategic role within an organisation.
  • Twitter & the PR industry. Nail in the coffin or silver bullet?   Twitter’s use as a communications tool is now mature, and it presents new opportunities to masters of the channel, especially in the PR industry. Drew will outline the opportunity Twitter offers the PR mainstream to play a more strategic role within an organisation.
  • Twitter & the PR industry. Nail in the coffin or silver bullet?   Twitter’s use as a communications tool is now mature, and it presents new opportunities to masters of the channel, especially in the PR industry. Drew will outline the opportunity Twitter offers the PR mainstream to play a more strategic role within an organisation.
  • Twitter & the PR industry. Nail in the coffin or silver bullet?   Twitter’s use as a communications tool is now mature, and it presents new opportunities to masters of the channel, especially in the PR industry. Drew will outline the opportunity Twitter offers the PR mainstream to play a more strategic role within an organisation.
  • Twitter & the PR industry. Nail in the coffin or silver bullet?   Twitter’s use as a communications tool is now mature, and it presents new opportunities to masters of the channel, especially in the PR industry. Drew will outline the opportunity Twitter offers the PR mainstream to play a more strategic role within an organisation.
  • Twitter & the PR industry. Nail in the coffin or silver bullet?   Twitter’s use as a communications tool is now mature, and it presents new opportunities to masters of the channel, especially in the PR industry. Drew will outline the opportunity Twitter offers the PR mainstream to play a more strategic role within an organisation.
  • Twitter & the PR industry. Nail in the coffin or silver bullet?   Twitter’s use as a communications tool is now mature, and it presents new opportunities to masters of the channel, especially in the PR industry. Drew will outline the opportunity Twitter offers the PR mainstream to play a more strategic role within an organisation.
  • Twitter & the PR industry. Nail in the coffin or silver bullet?   Twitter’s use as a communications tool is now mature, and it presents new opportunities to masters of the channel, especially in the PR industry. Drew will outline the opportunity Twitter offers the PR mainstream to play a more strategic role within an organisation.

Twitter and PR - nail in the coffin or silver bullet Twitter and PR - nail in the coffin or silver bullet Presentation Transcript

  • @drewb Twitter and PR Nail in the coffin or silver bullet? 30th September 2010 // Drew Benvie, 33 Digital
  • Bullet or Nail? The future or the death knell?
  • Twitter will kill PR as we know it
  • !! This talk is not really about Twitter !! http://www.flickr.com/photos/christianpayne/2319417080/ 8
  • Let’s start by going over what we already know http://www.flickr.com/photos/25541021@N00/3819908425/
  • Twitter isn’t remotely new http://www.flickr.com/photos/25541021@N00/3819908425/
  • Although to some, all this is cutting edge
  • It isn’t hard to understand Twitter isn’t hard to understand
  • Although some do get the wrong end of the stick
  • ‘influence’ isn’t hard to achieve http://www.flickr.com/photos/25541021@N00/3819908425/
  • At the end of the day, Twitter is about being a human, not an advert
  • So where does that leave the PR profession? http://www.economist.com/node/15351002?story_id=15351002
  • Permission to talk at the water cooler http://www.flickr.com/photos/pswansen/147322966/
  • Big audiences Permission to talk to the audience direct http://www.flickr.com/photos/wishymom/566394520/ 8
  • Like coverage in magazines i.e. not necessarily through old media http://www.flickr.com/photos/luismontemayor/2493393761/ 8
  • Permission to get ‘coverage’ even when there’s no news
  • Permission to listen to and help customers with problems
  • Twitter spreads links. Links get clicks Twitter conversion Permission to see how much rates can range from 6-20% stuff you’re selling for once
  • Permission to know your market better than you used to be able to, like CRM http://www.flickr.com/photos/25541021@N00/3819908425/
  • And the elephant in the room http://www.thevalueengineers.com/wp-content/uploads/2009/10/banksy- elephant-in-room1.jpg
  • New generations have tuned out of old media http://www.nytimes.com/2008/07/27/books/27reading.html?partner=rssuse rland&emc=rss&pagewanted=all
  • Twitter is not a social network. This is not really about Twitter. It is just a gateway.
  • Listen Measure Build Network Engage
  • What does the Future PR Superhero look like? http://www.flickr.com/photos/eole/3215868087
  • Blog Content Funnel
  • Clusters of RSS feeds shit collect buzz about products, happens brand names, spokespeople and issues
  • shit happens Twitterfeed packages the alerts and sends them to.......
  • shit happens Twitter accounts that openly tweet alerts
  • shit happens And an app on the phone send private alerts
  • shit happens All controlled by a buzzing phone, through Twitter
  • The New PR toolkit lets you Listen and be able to hear Speak and be able to be heard Create a strategy that is joined up across the whole of the marketing mix http://www.flickr.com/photos/neilt/2517652
  • The New PR toolkit lets you Take more ownership and control of the customer journey Move beyond media relations to CRM, sales and marketing Have real understanding and control of the brand http://www.flickr.com/photos/neilt/2517652
  • All PR will evolve. Survival of the fittest
  • Thank you Cartoons courtesy of Hugh Macleod drew.benvie@33-digital.com 0207 608 4660 www.33-digital.com @drewb www.drewbenvie.com