PR & Technology How to Be Effective in Today’s Digital World


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PR & Technology How to Be Effective in Today’s Digital World

  1. 1. PR & TechnologyHow to Be Effective in Today’s Digital World November 16, 2011
  2. 2. Before We Begin… ü  Business Goals ü  PRü  Digital Footprint
  3. 3. Technology’s Role in PR & Marketing
  4. 4. ü  Easy to Use ü  Effective ü  Affordable
  5. 5. No Need To
  6. 6. Promote Your BrandConnect with InfluencersRaise AwarenessCare for Customers
  7. 7. “Things don’t have to change the world to be important.”- Steve Jobs
  8. 8. Why Digital Content
  9. 9. Digital Marketing: The “New” PRThe promoting of brands using all forms of digital advertising channels to reach consumers.* This now includes television, radio, Internet, mobile, social media marketing, and any other form of digital media. *Or your customers
  10. 10. Then…
  11. 11. Now…
  12. 12. Image:
  13. 13. Share Your Knowledge
  14. 14. Understand Your Customers
  15. 15. All too often, B2B marketingefforts are restrained by a deadlyseriousness that simply ignoresthe humanity of the target.Fast Company
  16. 16. Where B2B marketers plan to spend in 2012•  20% social media;•  19% online ads;•  18% mobile marketing;•  17% search engine marketingANA (Association of National Advertisers)
  17. 17. Marketers Biggest Headaches v Data Explosion v Social Media v Proliferation of Channels and Devices v Shifting Consumer DemographicsIBM CMO Study 2011
  18. 18. Make Your Brand “Human”
  19. 19. Source: Wikipedia
  20. 20. Humans Solve Problemsv Data – resourceful, helpful, pointed (vs just entertaining)v Social Media – building awareness, relationships (vs making deals, specials)v Proliferation of Channels and Devices - (integrated pull/push/pull marketing campaigns, reusable content)
  21. 21. “Business customers are peopletoo, and they love to connect insocial channels”Josh Bernoff, author and analyst
  22. 22. From Point A to Point B
  23. 23. The Basics
  24. 24. Source: Wikipedia
  25. 25. Source: Wikipedia
  26. 26. Source: Wikipedia
  27. 27. Source: Wikipedia
  28. 28. Source: Wikipedia
  29. 29. YouTubeViddlrBrightcove
  30. 30. ü WordPressü Tumblrü Posterousü Bloggerü Movable Typeü LiveJournal
  31. 31. ü Reward Customersü Encourage Repeat Visitsü Take Advantage of Your Customers’ Networks
  32. 32. Some Rules of Engagement
  33. 33. Source: Wikipedia
  34. 34. ” tract l Con ocia“The S
  35. 35. Source: Wikipedia
  36. 36. “…increased productivity in the call center by 10 percent and quality of guest carecontinues to rise”
  37. 37. Give em Something Special
  38. 38. Source: Wikipedia
  39. 39. Source: Wikipedia
  40. 40. Speed Counts
  41. 41. •  Sense of humor•  Stick with the shtick•  Resourceful•  Open/transparent•  Consistent
  42. 42. “Delivering customer value is paramount — and an organization’s behavior is asimportant as the products and services it provides” IBM CMO Study•  Always say “Please” and “Thank You”•  Personal … & professional•  Talking with not at•  Resourceful
  43. 43. •  Innovative•  Understanding the audience•  Patience•  Sense of humor•  Taking risks•  Track and measure
  44. 44. ROI
  45. 45. Influencers Notice I agree with Christine Perkett. I like the fact that PR people are reading my tweets, at least if they are reading the substantive posts that most of the tweets link to. That way theyll follow what Im writing and, I hope, only pitch me on stuff theres some chance I am interested in. As long as they don’t start pitching me on Twitter -- Facebook pitches are bad enough. Steve Wildstrom, BusinessWeek blog, “Freak out: Twitter infested by PR”“The agency of the future is a ‘connected’ one I can’t imagine everadvising a client to deal with an advertising, PR, or interactive team thatdoesn’t get social media. But with the power shifting to the participants,agencies must demonstrate they can participate before they can everhelp clients with it”Jeremiah Owyang, Forrester/Web Strategist Blog
  46. 46. •  2.7 times increase in website traffic•  3.2 times increase in conversion•  5.3 times increase in blog traffic•  6.0 times increase in registration of community members•  Numerous awards, coverage, recognition
  47. 47. So Now What?
  48. 48. “Companies Who Start [Social] WithImplementation Are At Risk.”– Jeremiah Owyang, Altimeter Group
  49. 49. Image:
  50. 50. No One-Trick Pony
  51. 51. Thank you! Christine Perkett P: 781.834.5852 @PerkettPR and @missusP
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