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Adaption or Extinction? What You Need to Know.
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Adaption or Extinction? What You Need to Know.

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My presentation for the Solo PR Pro Summit on Thursday, February 21, 2013 - an updated, enhanced and improved version of my PRSA ICON 2012 presentation.

My presentation for the Solo PR Pro Summit on Thursday, February 21, 2013 - an updated, enhanced and improved version of my PRSA ICON 2012 presentation.

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Adaption or Extinction? What You Need to Know. Adaption or Extinction? What You Need to Know. Presentation Transcript

  • Twitter SummaryChanging content, skills and tech confuseand distract PR. Adaptive modeling is key toworking smarter. #solopr (via @prblog) Adaptation or Extinction? What you need to know. #solopr
  • Adaption or Extinction?» Change • Content / Behaviors / Technology» Media & Blogger Modeling» Adaptive Modeling» Call to Action • Content / Behaviors / Technology Adaptation or Extinction? What you need to know. #solopr
  • The Bad Pitch Blog“I’m GONNA SET IT straight, this Watergate.” - Beastie Boys Adaptation or Extinction? What you need to know. #solopr
  • The Truth MONSTERS?
  • VIGILANTES?
  • MUPPETS!
  • Industry TrendsModeling Change Adaptation or Extinction? What you need to know. #solopr
  • Change: Content » Media convergence is our friendMedia What & Who Action Strength Weakness Complete Pushes to Less credible;Paid Promotions, ads message control strangers cluttered Creates richer Brands are Pulls in connections, finding theirOwned Content marketing customers brand- way; takes controlled time News, blog content; Fuels front of No control; EngagesEarned drives engagement sales funnel; metrics with fans and sharing most credible misapplied Adaptation or Extinction? What you need to know. #solopr
  • Change: Earned Media» Most pitches aren’t bad • Many aren’t even pitches» Most offenders don’t care» Send us good pitches • Pitch + link to ink» Better lists, fewer contacts, better results • Know where tools can help and hurt Adaptation or Extinction? What you need to know. #solopr
  • Worst Pitches. EVER! Porn (Ew) In-DUH-stry GIRLFriend? Fleshdrive Brings Press Release Five Best Places to Movies to the Distribution Find the Guy of Palm of Your Hand Company Your Dreams Embraces AP style Guidelines Dead Issue Debbie Does Data Sources: MTV, NYT, Who Died Today? BizWeek, markets “Tropical Storm New Website nationwide Debbie is Going to Makes Sure You’re F*(k East Coast’s Sinners? PBS, Extra Always in the Brains Out” – TV, Library of Know Gawker Congress, BIG agencies Adaptation or Extinction? What you need to know. #solopr
  • Change: Behaviors & Skills» Trends Drive Need for Broader Understanding, Collaboration • Search Marketing • Graphic Design / Video / Photography • Developer • Paid Media Planner» One Size Fits (No One At) All • Broadcast vs. Engagement Platform • Media vs. Blogger Adaptation or Extinction? What you need to know. #solopr
  • Change: Behaviors & Skills» Are Media and Bloggers the Same? • As similar as they are different • Smarter targeting needed for both • Different approaches with each» Confusion • “Citizen Journalists” • Disclosure • Need for better targeting • Media vs. Blogger Background Adaptation or Extinction? What you need to know. #solopr
  • Change: Behavior & Skills Media Blogger Career Passion Editorial and ads are All-In-One separate Deadline-driven Blog competes with life Short news cycle Longer news cycle» Home products, fashion categories now collaborate on new product design and development Adaptation or Extinction? What you need to know. #solopr
  • Change: Technology» Technology fuels collaboration; content creation, distribution; engagement and scale • Tech / Collaboration helps bridge skills gap • Content explosion yields curation opportunity; requires broader use of search • Technology fuels frictionless sharing • Scale technology is being misapplied • Platforms for audience ID, creation and distribution, engagement, monitoring, measuring Adaptation or Extinction? What you need to know. #solopr
  • TakeawaysMedia & Blogger Modeling Adaptation or Extinction? What you need to know. #solopr
  • Media Relations Lifecycle Prepare/ React Build Pitch/ Relationship Follow Up Interview/ Next Steps Follow Up Story Runs Adaptation or Extinction? What you need to know. #solopr
  • Media Relations Lifecycle Narrow Keyword Universe; Prepare/ Search Inform React & Send Engagement Build Pitch/ Relationship Follow Up Interview/ Next Steps Follow Up Story Runs Adaptation or Extinction? What you need to know. #solopr
  • Blogger Outreach Lifecycle Participate/ Engage Build Relationship Pitch/Follow Up Participate/ Next Steps Engage/ Follow Up Content Adaptation or Extinction? What you need to know. #solopr
  • Blogger Outreach Lifecycle Narrow Participate/ Keyword Universe; Engage Search Inform & Send Engagement Build Relationship Pitch/ Follow Up Participate/ Next Steps Engage/ Follow Up Content Adaptation or Extinction? What you need to know. #solopr
  • Adaptive Modeling» Annual Planning • Slow, Reactive, Linear Research Plan Execute Measure Q3 Q4 Q1 Q2 Adaptation or Extinction? What you need to know. #solopr
  • Adaptive Modeling» Adaptive Planning • More Flexible, More Accountable Test & Learn Research Execute Iterate Execute Iterate Plan • Data stream informs iteration Adaptation or Extinction? What you need to know. #solopr
  • Adaptive In ActionThen Now Data SourceCATEGORIES driven Categories driven by SEM Rush Databy published content predetermined needEDITORIAL driven by Editorial informed by reader Analytics; sitewriter preference, reaction/ engagement and site search logspassion searchPUBLISHING as Publishing once a day, 10am est Analyticscompleted, withoutschedulingDISTRIBUTING content Focused on Twitter, Inbound.org, Analyticsrandomly to drive Outbrain to drive traffic,traffic engagement Adaptation or Extinction? What you need to know. #solopr
  • Adaptation or Extinction? What you need to know. #solopr
  • Adaptive In Action Adaptation or Extinction? What you need to know. #solopr
  • TakeawaysCall to Action Adaptation or Extinction? What you need to know. #solopr
  • Action: Content» Build primary focus, secondary understanding for paid, owned, earned» Create a New Pitch Plan • Scale effort based on • story type • timeline • content format/technology • build for iteration via analytics/search/social data Adaptation or Extinction? What you need to know. #solopr
  • Action: Content» Consider new content types and how creation, curation and distribution work with technology • Geo-local content via Foursquare Lists • Curated playlists via Spotify • Optimize for audience, goals, simple consumption and redistribution • Visual content based on users’ social profile; e.g. Intel’s Museum of Me Adaptation or Extinction? What you need to know. #solopr
  • Action: Behaviors & Skills» Focus more on human vs. machine during list development; data/CRM optimize process» Reconsider blogger outreach based on a community model» Read “Social Media & PR: Eight New Practices for the PR Professional” • Deirdre Breakenridge Adaptation or Extinction? What you need to know. #solopr
  • Action: Behaviors & SkillsWhat Were AreTumblr & Pinterest Popular social sites Drive curation, sharing and trafficGoogle & Facebook Search/ social sites Major (earned) media outletsEarned Media Broadcast ParticipateGenerationSearch Engines Organic opportunity; Paid , organic and based on math content; based on engagementThe Shiny New Blind faith or Pragmatic test and skepticism learn opportunitiesOther Agencies Competition Collaborative opportunities Adaptation or Extinction? What you need to know. #solopr
  • Action: Technology» Data is directional, NOT Definitive» Break down silos for more powerful insight streams» Data reduces need for human touch; it doesn’t eliminate it Adaptation or Extinction? What you need to know. #solopr
  • Action: Technology Search Engine Audience ID Social Monitoring Influence Site Analysis Adaptation or Extinction? What you need to know. #solopr
  • Action: List Development • Five-stage, 26-step process; more than half is human vs. machine • Identifies bloggers with mix of • Relevancy: on-topic, sentiment • Reach: socially active, level of following • Content: relevancy, frequency • Engagement: number of comments, links» Averages 50 percent or higher success Adaptation or Extinction? What you need to know. #solopr
  • Action: Adaptive Modeling» Audit defines progress and gaps in process, talent and technology» 75 percent to launch» Always in beta» Embrace collaboration over competition» Moves compensation to focus on value instead of time Adaptation or Extinction? What you need to know. #solopr
  • Twitter SummaryChanging content, skills and tech confuseand distract PR. Adaptive modeling is key toworking smarter. #solopr (via @prblog) Adaptation or Extinction? What you need to know. #solopr