Creating a Digital Coalition

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It's not about tactics - its about people. How boosting your online PR is best achieved by working with all your digital stakeholders

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  • My first job in media – getting the editor's lunch
  • The old world Traditional media had input from PR, advertising and marketing
  • The new world Digital media is no different, just more complex, and there are more agencies
  • The new world You might see a field of hay bales. I see a result of collaboration
  • The new world You might see a field of hay bales. I see a result of collaboration
  • Creating a Digital Coalition

    1. 1. Creating a Digital Coalition Daryl Willcox Chairman Daryl Willcox Publishing
    2. 3. Who am I? <ul><li>I am not a guru </li></ul><ul><li>I am an observer </li></ul><ul><li>Former journalist </li></ul><ul><li>13 years sitting in between industry and media </li></ul><ul><li>A privileged place to observe change </li></ul>
    3. 4. The old world
    4. 5. The new world
    5. 6. What do you see?
    6. 8. The dangers <ul><li>Confused messaging </li></ul><ul><li>Inter-agency rivalry </li></ul><ul><li>Poor results </li></ul><ul><li>Negativity in social media </li></ul><ul><li>Increased cost </li></ul>
    7. 9. Form your coalition <ul><li>Consider all stakeholders </li></ul><ul><li>Select key stakeholders to form coalition </li></ul>
    8. 10. Digital stakeholders <ul><li>The CEO </li></ul><ul><li>In-house marketing </li></ul><ul><li>PR </li></ul><ul><li>Advertising agency </li></ul><ul><li>Search agency </li></ul><ul><li>Social media agency </li></ul><ul><li>Staff </li></ul><ul><li>Customer service dept </li></ul><ul><li>Customers </li></ul><ul><li>Competitors </li></ul><ul><li>Media </li></ul><ul><li>Industry bodies </li></ul>
    9. 11. Who should lead the coalition? <ul><li>You? </li></ul><ul><li>The argument for PR </li></ul><ul><li>PR needs to stand up to the challenge </li></ul>
    10. 12. Listening http://pipes.yahoo.com/pipes/pipe.info?_id=CJIfk9AC3hGCzbLYrbQIDg
    11. 13. Bonding the coalition? <ul><li>The importance of 'listening' </li></ul><ul><li>Tracking/measurement should be at the centre </li></ul><ul><li>Strategic input from key stakeholders </li></ul><ul><li>Share data – keywords, analytics, results </li></ul><ul><li>Integrate campaigns </li></ul>
    12. 14. Thanks for your time See you on Twitter @darylwillcox This presentation can be found at: www.slideshare.net/darylwillcox

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