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Online PR: Engaging customers in the digital era

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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 …

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

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  • 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
  • Transcript

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