Planning for a digital futureGed Carroll: director, digital strategies

In this presentationWho am I?Why digital?The environment (at least the way we see it)The challenges that PR as an industry facesSome case studiesNauHTCLiz ClaiborneWorld Malaria DayMicrosoft

Who On Earth Am I?

Why digital?Opportunity!Media fragmentationDeclining editorial spaceBlurring lines between editorial and commercial space in some media sectorsEasier measurementDirect audience engagement24/7/365 reputational risk

If you had to live on a deserted island which would you take?

Global marketers viewpointWhich of the following most closely matches your personal point of view on the potential impact that social media will have in business?TNS media intelligence/Cymfony polled 70+ marketers around the globe about their experiences incorporating all types of social media tools in their marketing strategies. Represented countries include the United States, Canada, the United Kingdom and France.

People trust ‘people like us’Edelman found that people most likely to trust ‘people like me’Marketers realising that WOM is an extension of loyaltyFits in with Net Promoter measureMarketers finding greater efficiency in focusing on consumers who count

Edelman found that people most likely to trust ‘people like me’

Fits in with Net Promoter measure

Changes on the web

Changes in online communications

Digital and PR challenges10Over 50 per cent of online PR is done by marketing and digital agenciesCurrently falls between digital marketing, customer services, SEO and PR for most organisationsPR runs the risk of being defined by its traditional channelsLack of expertise and resources in research, planning, measurement and monitoringLack of resources, support and training from CIPR/PRCA etcOther digital marketing disciplines filling online PR skills chasmMeasurement is a never-ending debate in PRDoes PR as a discipline have ‘brand permission’ in the online space?

Over 50 per cent of online PR is done by marketing and digital agencies

Currently falls between digital marketing, customer services, SEO and PR for most organisations

PR runs the risk of being defined by its traditional channels

Lack of expertise and resources in research, planning, measurement and monitoring

Lack of resources, support and training from CIPR/PRCA etc

Other digital marketing disciplines filling online PR skills chasm

Measurement is a never-ending debate in PR

Here’s something that we made earlier…

The thought kitchenNau had great ideas for a sustainable clothing lineThey sustained their brand and customer base through bankruptcy to be sold and re-emerge

Reducing customer dissonanceHTC struggled to handle all the customer service enquiriesComplex devicesChallenging software partner Looking to launch its own-brand in Western markets

The UN stands up against povertyThe UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to work toward the eradication of poverty worldwide by 2015.Targeted more than 343 influentials via three digital press releasesSEO that increased impressions and clicks by 20 percentConducted blogger outreach that resulted in at least 338 blog posts25,000 followed via Twitter290,400 connections via LinkedIn9,500+ views on YouTube and UStream.TV

Love is respectLiz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuseBring campaign content, including videos, information and user-generated content, to popular social networkingWebby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube

World Malaria Day Raise awareness of malaria and the MDGHighlight work that has been done by partnersEncourage consumers to show political support for the Global Malaria Action Plan

The lone server

PortumnaPortumna has been a commercial centre for centuriesPosition at a strategic crossing point on the river ShannonLocal shopkeepers who’ve know my family for at least four generationsUnderstand their consumer needsLife-long relationshipsWe’re trying to ‘bottle this lightning’ with online marketing!

Portumna has been a commercial centre for centuries

Position at a strategic crossing point on the river Shannon

Local shopkeepers who’ve know my family for at least four generations

Understand their consumer needs

Life-long relationships

Any questions?

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