Twitter and PR - nail in the coffin or silver bullet

@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

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Twitter and PR - nail in the coffin or silver bullet

by Drew Benvie

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