Your SlideShare is downloading. ×
Florida Gulfcoast University Public Relations Class 2 23 09
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Florida Gulfcoast University Public Relations Class 2 23 09

343
views

Published on

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
343
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Transcript

    • 1. Why Now Could be the Best Time Ever to be a PR & Marketing Pro… … And how to make sure That you grab this unique opportunity!
    • 2. Public Relations: Nothing Has Changed in 50 Years
    • 3. Public Relations: Everything Has Changed in 50 Years
    • 4. Timeless Marketing Commandments
      • Your job:
        • B to B: Make your customers successful
        • B to C: Make your customers’ lives better
      • 1st understand, then be understood
      • Listen, really listen to your customers
      • Engage your customers in dialogue
    • 5. PR & Marketing Realities
      • From 1958 to 1998 Almost Nothing had changed
      • Everything has changed from 1998 to 2008
    • 6. You Face Game-Changing Transformations
      • Buyer behavior
      • Media upheaval
      • Marketing strategy
    • 7. How Buyers Used to Find Solutions:
      • Talk to company sales reps
      • Read trade publications
      • Read product literature
      • Go to trade shows
      • See ads in magazines
    • 8. Buying Transformation
      • Make up their own minds
      • Thorough research before contact
      • Don’t want to be interrupted
      • Don’t want to be sold
    • 9. “ Your Brand is What Google Says It Is,” -Author, David Meerman Scott
    • 10. Is Starbucks Instant Java a Loser?
    • 11. Here’s My Content Marketing
    • 12. As I was finishing the presentation, an Email came from Starbucks
    • 13. New PR: You Must Reach Beyond Traditional Media
      • Old media near death
      • Less influential
      • Blogosphere rules
      • Social media accelerating
      • Buyers finding own solutions
      • Buyers share experiences
      • Smart marketers becoming the media
    • 14. Public Relations & Content Marketing Inextricably Intertwined
    • 15. Content Marketing: It’s a Fundamental Mindset Change! Content marketing is the art of understanding exactly what your customers need to know, and delivering it to them in a relevant and compelling way. By delivering content that is vital to your target market you will begin to take on a trusted and valuable role in their lives. That’s the essential first step of turning prospects into customers.
    • 16. Content Marketing Key Elements
      • Be customer-centric
      • Respond to new marketing realities
      • Prepare for a very different future
      • Think like a publisher
    • 17. Content Marketing = Thinking Like a Publisher
      • Who are your customers?
      • What are their most pressing concerns, interests, problems?
      • Provide relevant & compelling content to address those problems
      • Become trusted source of information and potential solutions
      • Make it easy for them to take action
    • 18. A Trip Through the Marketing Time Machine: 1958 to 2008
    • 19. Dawn Donut 1958
    • 20. Dawn Donut 1978
      • Started regional, went global
      • Marketing choices
        • Print advertising
        • Public relations
        • Trade shows
      • 4 ad pages/month
      • Bakery Magazine
        • 30,000 readers
      • $300,000/year in today's dollars
    • 21. Dawn Foods Website 1998 The classic brochureware site—not serious about the web
    • 22. 2008 Reality: Buyers Go 1 st to Web Who would consider huge B2B print campaign?
    • 23. At Long Last, Mega Change
    • 24. "If you want something decent about you in Google you MUST blog. This is NOT optional anymore." - Robert Scoble (@Scobleizer)
    • 25. It’s All About Inbound Marketing Your buyers find you
    • 26. Old Media Role is the New Role of PR Connect a community of buyers and sellers through relevant and compelling information.
    • 27. It’s All About Trust
      • You become:
      • First, a trusted supplier of information
      • Then, a trusted supplier of products & services
    • 28. Social Media are a Vital Component of 21 st Century PR
      • 114.5 Million US TV households
      • 220 Million US web users
      • 120 Million blogs
      • 115 Million monthly Facebook & MySpace users
      • Millions of Twitter users
      • Going mobile with everything
    • 29. Star Trek 23 rd Century Communicator— Boring!
    • 30. 21 st Century iPhone— Now We’re Talking… and a whole lot more
    • 31. 5 Very Different Content Marketing Success Stories
      • David Lawrence Center
      • Pinsent Masons
      • MindManager
      • Dustin Meyer
      • WillitBlend.com
    • 32. David Lawrence Center: Becoming Really Accessible
      • Trista Meister is only communications person
      • Partnered with local web design firm
      • Old website was content challenged
      • New website is content-rich
      • Easy entry for future clients
      • Complements fundraising
    • 33. Old David Lawrence Website
    • 34. Old David Lawrence Interior Page
    • 35. New David Lawrence Website
    • 36. When You Really Need Help
    • 37. UK Law Firm Makes a Content Marketing Transformation
      • Abandoning traditional media
      • Replacing traditional media function
      • Absolute control of message
      • Infinite reach
      • Measurable
    • 38. Mind Jet & Mindmapping
      • Mindmapping not broadly understood
      • Word of mouth critical
      • No traditional marketing
      • 100% content marketing
      • Wide online content variety
      • Spectacular product launch
    • 39. New Version Launch Targets Press and Analysts with Unique Content
    • 40. Facebook & Photographer
      • Young demographic
      • Word of mouse
      • Visual power
      • Go direct to students
      • 50+% $$ from FB
    • 41. How Can You Break Through the PR Clutter?
    • 42. 400% Increase in Blender Sales
    • 43. Content Marketing = Thinking Like a Publisher
      • Who are your customers?
      • What are their most pressing concerns, interests, problems?
      • Provide relevant & compelling content to address those problems
      • Become trusted source of information and potential solutions
      • Make it easy for them to take action
    • 44. The Key to Your Success: Don’t Just Influence the Media Be the Media
    • 45. Why You Will Thrive as PR Pros
      • Content marketing + New PR = success
      • You get social media
      • You understand technology
      • You will give marketers the clue they need
      • You will bring companies into 21 st century
    • 46. You Will Surf the Content Marketing Tsunami!