Challenges for PR in the Real Time Web

CHALLENGES FOR PR IN THE REAL TIME WEB @ironmauro | Burson-Marsteller Düsseldorf, April 13 2010

TH E S O C IA L W E B IS C HA N G IN G T H E P R IN DUS TRY

HO W A BOUT TH E REAL TIME W E B TH EN ?!

Photo by jzawodn - http://flic.kr/p/utzZ7

REAL TIME WEB ( W h at t h e h e l l i s t h at ? )

“ I t h a p p e n s w i t h o u t w a i t i n g .” D av e W i n e r

REAL TIME SOCIAL WEB (s am e t h i ng + f r i e n d s? ! )

“ P e o p le c h e c k i n g W H O ’s s a y i n g W H AT and f ro m WHERE. R i g h t N O W.”

W h at ’s o n yo u r m ind?

W h at ’s h a p p e n i ng?

W here ar e y o u ?

R I G H T. N O W.

#1 M I C RO B LO G G I N G + S T AT U S U P D AT I N G

Photo by cizauskas - http://flic.kr/p/7u5UZ2

“ W e h av e b e e n l o s i n g o u t t o Tw i t t e r i n t h e r a c e t o m e e t w e b u s e r ’s d e m a n d f o r r e a l t i m e i n f o r m at i o n .” L ar r y Pag e , G o o g le f o u n d e r Via Guardian.com, May 19th, 2009 http://bit.ly/bhzIb9

#2 REAL TIME S E A RC H

“S EARCH is s till an UNSOLVED P RO B L E M a n d w e ' re co m m i tte d to m ak i ng i t fa s t e r a n d e a s i e r fo r p e o p le t o a c c e s s a g r e at e r d i v e r s i t y o f i n f o r m at i o n , d e l i v e r e d i n R E A L- T I M E , f r o m a c r o s s t h e w e b.” A m i t S i n g h a l , G o o g le Posted on Google Blog on July 12, 2009: http://bit.ly/bkZBlL

Photo: http://googleclassic.net/

Does the average Internet user recognise and understand real-time results? Are consumers ﬁnding and clicking on real-time results? What are they saying about real-time results?

Source: Search Gone Wild, 2010 http://bit.ly/cDFB9p

73% had never heard of real-time results Only 25% of consumers cared for the real time results compared to 47% of the information foragers Only 55% of the participant could easily ﬁnd the real time results.

Mark Carey’s TwitterGoogle Plugin: http://bit.ly/dCOX3R

#3 L O C AT I O N - B A S E D SERVICES

Photo by nanpalmero - http://flic.kr/p/7KE7wk

Photo by Simon Wicks - http://flic.kr/p/7xabCR

Hoping to increase foot trafﬁc to the store? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

Hoping to increase foot trafﬁc to the store? Want to sell more of a particular item? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

Hoping to increase foot trafﬁc to the store? Want to sell more of a particular item? Want more patrons at certain times of day? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

Hoping to increase foot trafﬁc to the store? Want to sell more of a particular item? Want more patrons at certain times of day? Want to promote a speciﬁc product? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

Hoping to increase foot trafﬁc to the store? Want to sell more of a particular item? Want more patrons at certain times of day? Want to promote a speciﬁc product? Looking for new customers acquisition? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

Hoping to increase foot trafﬁc to the store? Want to sell more of a particular item? Want more patrons at certain times of day? Want to promote a speciﬁc product? Looking for new customers acquisition? Looking for repeating customers loyalty? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM

#4 AU G M E N T E D REALIT Y

RT W + A R = O M G ! ! !

7 DEADLY PR SINS IN THE REAL TIME WEB AGE Photo: Wikimedia http://bit.ly/amqwex

PRIDE #1 STILL PRETENDING TO KEEP CONTROL

“ I n 2 0 0 9 m o r e d at a w a s g e n e r at e d b y i n d i v i d u al s t h a n i n t h e e nt i re h i s to r y o f m a n k i n d t h r o u g h 2 0 0 8.” Andreas W eigend, fo r m er C h i ef S c i e nt i s t @ A m a z o n .co m

H O W D O YOU MONITOR SPLINTERNET ?

Deﬁne your company’s potential “social circle” Select only relevant platforms for your market Check for monitoring tecnologies available (language is a big issue!) Periodically adjust your monitoring panel

S LO T H # 2 WA I T F O R T H E PR AGENCY TO DO THE JOB

PR account spots a twitter mex to handle Account emails “client” (Ext. Rel. Manager) “Client” sends email to colleague to check Colleague replies to “client” “Client” gives PR account the green light PR account replies to twitter message

ENTIRE PROCESS TOOK 6 HOU RS

C L I E N T- S U P P L I E R Vs P A RT N E R S

LU S T #3 DESIRING SOCIAL MEDIA BUT NO REAL COMMITMENT

W OU L D YOU O U T S O U RC E S E X I N Y O U P R I V AT E LIFE?!?

GREED #4 DOING IT F O R T H E R O I, N O T FOR THE GOOD

WAS I C H N I C H T W E I S S, M A C H T MICH NICHT H E I S ...

Deﬁne Social Media ROI your way in advance Anticipate the ROI you expect and plan budget accordingly Get PR into the online marketing mix

ENVY #5 FOR THE PR D I S I N T E R M E D I AT I O N

“ 2 y e ar s f r o m n o w - i f I s t i l l h av e a D i r e c t o r o f S o c i al M e d i a – I s h o u l d be fire d!” B r i a n Wa l l a c e , V P D i g i t a l M ar k e t i n g & M e d i a , R I M

W R AT H # 6 F O R P R I VA C Y INFRINGEMENTS

Privacy law is failing to keep pace with technological change. In a world of 'publish ﬁrst, think later', can corporate guidelines and policies still help preventing privacy-related issues?

G LU T T O N Y #7 FOR MORE AND MORE COVERAGE UNTIL I R R E L E VA N C E

1.7 billion irrelevant press release emails estimated to be received in total each year by UK and US Journalists alone 78% of press release emails are received by Recipients to whom they are irrelevant 55% of Recipients have taken action to block a sender of news

Source: http://inconvenientprtruth.com/

LET ’S FIGHT R E A L-T I M E I R R E L E VA N C E !

WE AIN’T SEEN N O T H I N G Y E T. Photo by niallkennedy - http://flic.kr/p/5PPcZ

Thanks! www.linkedin.com/in/mauroturcatti

Challenges for PR in the Real Time Web

by Mauro Turcatti on Apr 17, 2010

Accessibility

Upload Details

Usage Rights

1 Embed 2

Statistics

Challenges for PR in the Real Time Web Presentation Transcript