Crafted
PRESENTATION
How is PR changing?
Crafted
PRESENTATION
Ultimately it’s a story
Crafted
PRESENTATION
But PR needs to adapt
Crafted
PRESENTATION
UNDER THE
INFLUENCE OF
DIGITAL, PR IS
TRANSFORMING
Crafted
PRESENTATION
http://www.flickr.com/photos/joeandsarah/
Everything is amplified
Source: http://www.flickr.com/photos/usnationalarchives/
Crafted
PRESENTATION
YOU CAN’T JUST BLOW
YOUR OWN TRUMPET
Source: http://www.flickr.com/photos/hoteldelapaixgeneve/
Crafted
PRESENTATION
INFINITE CHOICE
Why the rush towards digital?
Crafted
PRESENTATION
Source: Pew Research Center
Crafted
PRESENTATION
Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html
Crafted
P...
Crafted
PRESENTATION
Source: http://www.guardian.co.uk/media/abcs
We’re moving online
Crafted
PRESENTATION
Crafted
PRESENTATION
TRADITIONAL
PR
ONLINE
PR
Crafted
PRESENTATION
http://www.flickr.com/photos/13476480@N07/
Crafted
PRESENTATION
PR IS LIKE A
DINNER PARTY
Crafted
PRESENTATION
What your
business is
interested in
What your
customers are
interested in
Crafted
PRESENTATION
PR in the digital age
MACRO
&
MICRO
PUBLIC RELATIONS
Crafted
PRESENTATION
SOCIAL MEDIA
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
YOU CAN TURN
IT AROUND
Crafted
PRESENTATION
Be prepared, online and off
• Ship grounded during the evening of Friday 13th January 2012
• First of...
Crafted
PRESENTATION
Crafted
PRESENTATION
Source: http://www.flickr.com/photos/the-wanderers-eye/
Crafted
PRESENTATION
OFFLINE OR ONLINE?
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
Where do I begin?
We all start somewhere
Crafted
PRESENTATION
#1 - Planning
Crafted
PRESENTATION
taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
Crafted
PRESENTATION
In god we trust…
all others bring data
Edward Deming
Crafted
PRESENTATION
ONLY 11% OF MARKETING
DECISIONS ARE BASED ON
DATA
Crafted
PRESENTATION
Source: Adobe/Econsultancy Quarterly Digital Intell...
#2 – Leverage any
opportunity
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
3185 shares
1545 tweets
#3 – Show what you hide
Crafted
PRESENTATION
http://www.youtube.com/watch?v=oSd0keSj2W8
Crafted
PRESENTATION
#4 – Create your own news
Crafted
PRESENTATION
#5 – Think beyond words
Crafted
PRESENTATION
Crafted
PRESENTATION
taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
Crafted
PRESENTATION
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
#6 – Sometimes, normal is
OK
Crafted
PRESENTATION
Crafted
PRESENTATION
70 20 10
#7 – Listen
Crafted
PRESENTATION
Crafted
PRESENTATION
http://www.google.co.uk/trends/explore
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
#8 – Identify influencers
Crafted
PRESENTATION
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
INFLUENCE
INFLUENCE
#9 – Reach out
Crafted
PRESENTATION
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
#10 – Evaluate
Crafted
PRESENTATION
Crafted
PRESENTATION
http://www.flickr.com/photos/crystiancruz/
#11 – Get reading
Crafted
PRESENTATION
Crafted
PRESENTATION
The Business of Influence
Philip Sheldrake
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
Online PR: Engaging customers in the digital era
Online PR: Engaging customers in the digital era
Upcoming SlideShare
Loading in...5
×

Online PR: Engaging customers in the digital era

252

Published on

A walk-through of online PR and how it differs to traditional offline PR methods and techniques. Understanding how fundamentally different online is and how a business can harness that difference to achieve success online.

Published in: Travel, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
252
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • Ultimately, this is the key message from meIf you are pushing your message out, people wont respond, they’ll close the browser, hit the back button, they’ll move onIf you can get them interested in what you’re saying, not who you are, then you have engagement7 MINUTES
  • Ultimately, this is the key message from meIf you are pushing your message out, people wont respond, they’ll close the browser, hit the back button, they’ll move onIf you can get them interested in what you’re saying, not who you are, then you have engagement7 MINUTES
  • Ultimately, this is the key message from meIf you are pushing your message out, people wont respond, they’ll close the browser, hit the back button, they’ll move onIf you can get them interested in what you’re saying, not who you are, then you have engagement7 MINUTES
  • This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine tradeDaily Mail has under 2million circulation in print nowSo is this terminal?
  • This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine tradeDaily Mail has under 2million circulation in print nowSo is this terminal?
  • 18 minutes
  • The media channels people are using are changingGraph shows digital’s year on year growth compared to other media, startling trendConsumers are moving away from traditional channels, and your business needs to consider that
  • This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine tradeDaily Mail has under 2million circulation in print nowSo is this terminal?
  • The Daily Mail, with 2 million print circulation currently gets around 7,000,000 unique visitors a dayMore time is spent on mobile media by adults, than they do on newspapers and magazines combinedThis change also reflects how people are consuming media, what they respond to. Long editorials don’t work as well as short snappy interesting tidbits online.
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine tradeDaily Mail has under 2million circulation in print nowSo is this terminal?
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • Social media is contentPeople on social share “something”Could be photos of their children, news story or video72 hours of video are uploaded to YouTube every minute25% of global YouTube views come from mobile devices
  • Social media is contentPeople on social share “something”Could be photos of their children, news story or video72 hours of video are uploaded to YouTube every minute25% of global YouTube views come from mobile devices
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • The Daily Mail, with 2 million print circulation currently gets around 7,000,000 unique visitors a dayMore time is spent on mobile media by adults, than they do on newspapers and magazines combinedThis change also reflects how people are consuming media, what they respond to. Long editorials don’t work as well as short snappy interesting tidbits online.
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine tradeDaily Mail has under 2million circulation in print nowSo is this terminal?
  • Social media is contentPeople on social share “something”Could be photos of their children, news story or video72 hours of video are uploaded to YouTube every minute25% of global YouTube views come from mobile devices
  • Social media is contentPeople on social share “something”Could be photos of their children, news story or video72 hours of video are uploaded to YouTube every minute25% of global YouTube views come from mobile devices
  • Has “content” moved on?eBookPDF – Printing document formatWhite paperAll these are good, if you aren’t doing any of them at least do this, but that’s nor remarkable anymore
  • 18 minutes
  • Reached 75,000 accounts on TwitterNearly 100,000 impressions
  • 18 minutes
  • 18 minutes
  • 18 minutes
  • 18 minutes
  • Reached 75,000 accounts on TwitterNearly 100,000 impressions
  • 18 minutes
  • 18 minutes
  • 18 minutes
  • So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  • 18 minutes
  • 18 minutes
  • Reached 75,000 accounts on TwitterNearly 100,000 impressions
  • 18 minutes
  • Online PR: Engaging customers in the digital era

    1. 1. Crafted PRESENTATION How is PR changing?
    2. 2. Crafted PRESENTATION
    3. 3. Ultimately it’s a story Crafted PRESENTATION
    4. 4. But PR needs to adapt Crafted PRESENTATION UNDER THE INFLUENCE OF DIGITAL, PR IS TRANSFORMING
    5. 5. Crafted PRESENTATION http://www.flickr.com/photos/joeandsarah/ Everything is amplified
    6. 6. Source: http://www.flickr.com/photos/usnationalarchives/ Crafted PRESENTATION YOU CAN’T JUST BLOW YOUR OWN TRUMPET
    7. 7. Source: http://www.flickr.com/photos/hoteldelapaixgeneve/ Crafted PRESENTATION INFINITE CHOICE
    8. 8. Why the rush towards digital? Crafted PRESENTATION
    9. 9. Source: Pew Research Center
    10. 10. Crafted PRESENTATION Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html Crafted PRESENTATION
    11. 11. Crafted PRESENTATION Source: http://www.guardian.co.uk/media/abcs We’re moving online
    12. 12. Crafted PRESENTATION
    13. 13. Crafted PRESENTATION TRADITIONAL PR ONLINE PR
    14. 14. Crafted PRESENTATION http://www.flickr.com/photos/13476480@N07/ Crafted PRESENTATION PR IS LIKE A DINNER PARTY
    15. 15. Crafted PRESENTATION What your business is interested in What your customers are interested in
    16. 16. Crafted PRESENTATION PR in the digital age
    17. 17. MACRO & MICRO PUBLIC RELATIONS Crafted PRESENTATION
    18. 18. SOCIAL MEDIA Crafted PRESENTATION
    19. 19. Crafted PRESENTATION
    20. 20. Crafted PRESENTATION
    21. 21. Crafted PRESENTATION
    22. 22. Crafted PRESENTATION
    23. 23. Crafted PRESENTATION YOU CAN TURN IT AROUND
    24. 24. Crafted PRESENTATION Be prepared, online and off • Ship grounded during the evening of Friday 13th January 2012 • First offline PR was 14 January (PM) • First news conference with CEO was held 16 January • Online had: • 35,000 tweets • 10,000 blog mentions • 34,000 new mentions online • 4,500 YouTube video mentions
    25. 25. Crafted PRESENTATION
    26. 26. Crafted PRESENTATION
    27. 27. Source: http://www.flickr.com/photos/the-wanderers-eye/ Crafted PRESENTATION OFFLINE OR ONLINE?
    28. 28. Crafted PRESENTATION
    29. 29. Crafted PRESENTATION
    30. 30. Crafted PRESENTATION Where do I begin?
    31. 31. We all start somewhere Crafted PRESENTATION
    32. 32. #1 - Planning Crafted PRESENTATION
    33. 33. taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23 Crafted PRESENTATION
    34. 34. In god we trust… all others bring data Edward Deming Crafted PRESENTATION
    35. 35. ONLY 11% OF MARKETING DECISIONS ARE BASED ON DATA Crafted PRESENTATION Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing 2013
    36. 36. #2 – Leverage any opportunity Crafted PRESENTATION
    37. 37. Crafted PRESENTATION
    38. 38. Crafted PRESENTATION
    39. 39. Crafted PRESENTATION 3185 shares 1545 tweets
    40. 40. #3 – Show what you hide Crafted PRESENTATION
    41. 41. http://www.youtube.com/watch?v=oSd0keSj2W8 Crafted PRESENTATION
    42. 42. #4 – Create your own news Crafted PRESENTATION
    43. 43. #5 – Think beyond words Crafted PRESENTATION
    44. 44. Crafted PRESENTATION taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23 Crafted PRESENTATION
    45. 45. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
    46. 46. #6 – Sometimes, normal is OK Crafted PRESENTATION
    47. 47. Crafted PRESENTATION 70 20 10
    48. 48. #7 – Listen Crafted PRESENTATION
    49. 49. Crafted PRESENTATION http://www.google.co.uk/trends/explore
    50. 50. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
    51. 51. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
    52. 52. #8 – Identify influencers Crafted PRESENTATION
    53. 53. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
    54. 54. INFLUENCE INFLUENCE
    55. 55. #9 – Reach out Crafted PRESENTATION
    56. 56. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
    57. 57. #10 – Evaluate Crafted PRESENTATION
    58. 58. Crafted PRESENTATION http://www.flickr.com/photos/crystiancruz/
    59. 59. #11 – Get reading Crafted PRESENTATION
    60. 60. Crafted PRESENTATION The Business of Influence Philip Sheldrake
    61. 61. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×