Pr 2.0 and realtime marketing in fashion

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Slides on PR 2.0 and working within the real time news cycle both in media relations and social media. Presented at the Marketing Mix conference Fashion Path to Purchase in Johannesburg.

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Pr 2.0 and realtime marketing in fashion

  1. 1. PR 2.0 and storytelling forfashion brands@danpinch@workofsocietywww.theworkofsociety.com
  2. 2. Welcome to the age of disruptionIs your brand on this list?
  3. 3. Welcome to the age of disruptionOr on this list?
  4. 4. Fashion, the early daysElitist, celebrity-led, high barriers to entry. Long trend cycles.Disrupted by peasants and guillotines.
  5. 5. Fashion, Mad Men-eraStill pretty elitist. Rise of fashion media. Seasonal fashion cycles.Disrupted by free-thinking hippies and other counter-culture types.
  6. 6. Fashion, Mad Men-era: news cycle
  7. 7. Fashion nowOpen (but elitist because of competition for influence), dominatedby consumer media (online/offline). Being disrupted by hipster webentrepreneurs and 16 year old girls with blogs.
  8. 8. The new fashion news cycle Comments/l Retweets ikes/shares TV Twitter Facebook Blog post Blog post Blog post A Print Website Blog post Blog post story media /blog Tumblr Tumblr Pinterest youtube Tumblr Radio Repins Video response@danpinch
  9. 9. The point at which you realise you have no control any more…
  10. 10. The anatomy of a PR 2.0 story
  11. 11. The anatomy of a PR 2.0 story• Tuesday AM: Spot a public conversation to tap into• Tuesday AM: Some quick research to see if anyone else is using the same angle and to understand the elements of the story• Tuesday PM: Pitch to the client and get approval• Weds AM: Work with the ad team on a print ad / write a press release• Thurs AM: Production on the print ad / approval of press release• Friday 3:30: Print ad is back and approved• Friday 3:32: Sent to bloggers, newswires, key media contacts• Friday 3:45: First tweets appear (one journalist tweets the press release)• Friday 4:20: Hits the newswires and generates coverage as far away as Malaysia• Saturday: Front page on Weekend Argus / The Star, trends on Twitter• Following week: coverage spreads globally (dead within the week)
  12. 12. A quick user’s guide to PR 2.0 and social storytelling
  13. 13. Understand the public dialogue already taking place (and guesshow it’s likely to take place)
  14. 14. Understand the public dialogue already taking place (and guesshow it’s likely to take place)
  15. 15. Get everyone working together
  16. 16. Be remarkable (have a unique idea)
  17. 17. Be remarkable (in realtime)
  18. 18. Be remarkable (and useful)
  19. 19. Keep it simple (but have layers for those that want to engage)
  20. 20. Think visually
  21. 21. Understand the viral nodesBloggers:• Driven by passion (and ego)• Don’t have to obey any editorial (or grammar) rules• Work quickly, at odd hours (have day jobs)• Social channels can be more important than the actual blog• Work in multimedia and often visuallyTraditional media:• Often the people that initiate ideas/content that is picked up by bloggers• Have their own powerful social channels• Expected to work across multiple-disciplines• Live their subject 24/7 so have probably seen it all
  22. 22. Understand the viral nodesOnline noise makers:• Anyone with an opinion and some kind of network on social media: • Industry insiders / experts • Students • Celebs • Bands / Musicians • Passionate fans • Your mom
  23. 23. Be agile and move very quickly
  24. 24. Understand that once you press send you’ve lost control
  25. 25. Have the tools to track the stories impact ready
  26. 26. Know how you’re going to move the story forward (and takethe learning to your next activity)
  27. 27. Have a longterm plan that builds and learns on its successesand failureshttp://www.slideshare.net/Method_Inc/sxsw-brandsas-patternsfinal
  28. 28. How to set goals and measure ROIBusiness goals Marketing goals PR/Social media goalsSell more jeans Convert 20,000 LSM 8-10 Reach 400,000 18-25 year oldsmake lots of 18-25 urban female (Earned media impressions: editorialmoney. adopters to adorers reach/social media reach) Over the next 6 months Grow the social media community to 80,000 (page likes, twitter followers) Actively engage 40,000 community members (engagement rate - comments, likes, shares, tweets, repi ns ) 80% positive sentiment and key message penetration (key messages in editorial and sentiment on social media)
  29. 29. Thanks

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