A SOCIAL MEDIA MARKETING PRESENTATION ON PR 2.0Public Relations& Social MediaPresented By Group 10Ishan Gupta www.guptaishan.comShivani Narang www.shivaninarang.comAmbar Beohar www.ambarbeohar.inLalit Agrawal www.lalitagrawal.inSmriti Saran www.smritisaran.com
Introduction Manage information flow between a company/an individual and the With Whom? public Customers Investors Building relationships Employees Establishing trust with customers Partners and other stakeholders Working with the media to generate buzz Through? For What? Speaking at conferences To maintain a Winning Awards viewpoint about its: Working with Press Brands Employee Communication Leadership social media Political decisions
Why is PR needed• PR acts as marketing tool, which helps a company reach out to its potential customers• This type of advertising is very cost effective• It helps strengthen relations with existing customers• PR is a powerful too that can reinforce a brand’s image• The most important reason why companies should have good PR is to ensure visibility, as visibility greatly enhances credibility
Why PR 2.0? PR 2.0 provides the companies and brands to engage customers as it establishes a two way channel of communication where end users can freely interact with the companies Companies can target and get feedback from special target audience PR 2.0, with the help of social networking sites such as twitter, allows brands and companies, for the first time to follow its users and fans rather than it being the other way round
PR 2.0 Here, public relation professionals use social media to reach directly into the lives of clients and customers, to communicate with customers and to respond to questions or problems http://www.youtube.com/watch?v=s8Dq-R_H2a0
Example: Narendra Modi &Social MediaModi is India’s 1st politician to use social media and internetto influence the youth 14.2 lac likes for his official Facebook page, 13.6 lac followers on twitter, Modi’s YouTube channel has 56 lac views and 31K+ subscribers He got over 5,000 questions when he held a Google+ Hang Out on Aug 31st, 2012. This made him the first Indian politician to interact with users on Google+ Hangout!
Role of Social Media in PR2.0 Why use Social Media? Earlier only TV and AM/FM radio, traditional advertising and PR worked, but now these channels are fragmented. So reaching less people with high premium It’s a lot smarter to target smaller, passionate audiences that will convert at a higher percentage The Call-To-Action brings you directly to the point of purchase. E.g. an ad. Of a book on CNN, Viewer will have to remember the name of the book, and then will go and search the book over internet or library This time difference kills action. People become distracted, or simply forget. And then they move on.
Role of Social Media in PR 2.0Contd. How Social Media Really Works? Every business has two key marketing metrics The Cost to Acquire a Customer The Lifetime Value of that Customer Acquiring a new customer costs more increases the lifetime value of a Social Media customer exponentially lowers the cost of customer acquisition It has the added bonus of being inherently viral customers will do your marketing for you and each new customer will bring one or two customers of their own, simply through recommendations Two way communication leads to stronger bonding Social media is the new CRM Happy customers to stick around longer lead them to buy more often, drastically improving the lifetime value of each customer It’s like free money, because you don’t have to spend anymore time or money to “sell” them again.
How PR and Webintersects? • Web 2.0 goes beyond the static pages of tomorrow. • Allows users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where people are limited to the passive viewing of content. • Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications
How PR and Webintersects? • Web 2.0 offers an opportunity to engage consumers. • Marketers can use Web 2.0 tools to collaborate with consumers on product development, service enhancement and promotion. • Networks such as Twitter, Yelp and Facebook have now become common elements of multichannel and customer loyalty strategies;for example, banks are using these sites proactively to spread their messages. • Industry uses Twitter to release "breaking news" and upcoming events, and YouTube to disseminate videos that feature executives speaking about market news.
Key Takeaways If you want to be a PR 2.0 guy then need to be a: communication specialist Excellent Relationship builder (online as well) Understand how to create awareness, credibility and announce for your product Understand all the channels Understand social media Web savvy Understand sensitivity of online communication