Florida Gulfcoast University Public Relations Class 2 23 09

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  • 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!