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Digital PR

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Digital PR

  1. 1. Digital Public RelationsBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  2. 2. What is digital PR • Digital public relations serve the same basic function as traditional public relations which emphasize the building of mutual relationships between an organization and its public. • Digital public relations is a powerful tool that will enhance your corporate communications further, faster, wider, cheaper and more interactive, something that would otherwise be impossible to do in the traditional public relations.Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  3. 3. The world is fast changing in …. • The way we work • The way we shop • The way we think • The way we view the world • The way communicate • The way we get information • The way we share information • The way we interactBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  4. 4. Communication as we know it… • Company -------------public • Company -----media------public • Company – media-influencers-publicBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  5. 5. Everyone is a media outlet Same idea in 100 places has an amplifying effectBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  6. 6. All thanks to Internet • Explosion in internet usage • More connection, more speed, more storage • Affordable and accessible • Anyone can build a site/blog • People actively participate • User generated content • Websites became dynamic • People can openly discuss and comment • People can share and make it viral • Communications became two-wayBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  7. 7. Why Digital Public Relations • Democratizing Geography • No hierarchy: one to many and many to many • Unfiltered message • Interactive: instant feedback, response, debate • Virtually unlimited by space or time • Anyone can participate • Low cost • Customized • Non-linear navigation • Decentralized • MultimediaBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  8. 8. After 100 years, technology enabled new means of communication. Significant broadband penetration helped foster widespread growth of social media and made news an extremely volatile industry. 1.17 billion internet users worldwide (source: Internet World Stats 06/30/07) 69% of Americans use the internet (source: World Internet Usage 06/30/07) Swift changes being seen in newspaper readership habits Major circulation and ad revenue declines Newspapers testing new tactics (comments, popularity ranking, narrower pages) Five of the top 10 visited websites are social (source: Alexa)Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  9. 9. Who are the users? • Employees • Activists • Managers • Guild associations • Customers • Communities • Investors • Unions • Suppliers • Opinion leaders • Retailers • Experts • Distributors • Media • Regulating bodies • Public at largeBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  10. 10. What is our Digital solution? • RSS/Wiki • Online community • Social Media • Viral communication • PodCast • Blogs • Forums • Websites • Webcast • WebinarsBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  11. 11. RSS/Wiki’s • A wiki is a page or collection of Web pages designed to enable anyone who accesses it to contribute or modify content, using a simplified language. • Enter Information about the Company or its Products on Wikipedia • Monitoring Wikipedia to ensure that Information is not altered • Edit and Enter Information on relevant Wikis • Where ever relevant create our own Wikis • RSS • To keep track of changes in the Content Sites of ours as well as Competition • To supplement our efforts to reach out to our target audience, by RSS enabling key content that appears with periodicityBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  12. 12. Social Media/Online Community • People who share the same views, interests and opinion interact with one another Application: • Hobby • Interest • View • Profession Impact: • Gaining public insight • Idea generation • Customer participation • Expanding database • Brand loyalty • Providing added valueBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  13. 13. Online CommunityBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  14. 14. WEBCAST • A podcast is a series of audio or video digital-media files which is distributed over the Internet by syndicated download, through Web feeds, to portable media players and personal computers. WEBCAST • A webcast is a media file distributed over the Internet using streaming media technology. As a broadcast may either be live or recorded, similarly, a webcast may either be distributed live or recorded. Essentially, webcasting is “broadcasting” over the Internet.Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  15. 15. Corporate Blogs/Forums • A blog (a contraction of the term "Web log") is a Website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. • Forum – online discussionBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  16. 16. Example Blog • Even McDonalds has a blog • The company is responding to criticism over the healthiness of fast foodBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  17. 17. Viral Communication • Allowing users to spread your communication • Application: • Videos • Audios • Images • Texts • Games • Applications • Bookmark • Syndication • Impact: • Awareness • Spreading company’s messageBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  18. 18. Corporate News RoomBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  19. 19. The Corporate News RoomBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  20. 20. How digital is world??Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  21. 21. World internet usersBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  22. 22. Internet users in AsiaBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  23. 23. Asia’s top ten internet countries.Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  24. 24. YouTube = 10 percent of all internet traffic (source: Ellacoya Networks) YouTube & Wikipedia among top brands (source: brandchannel.com) Five of the top 10 websites are social (source: Alexa) Over 100 million blogs exist (source: Technorati) 120,000 new blogs launched every day (source: Technorati) 1.5 million posts per day (17 per second) (source: Technorati) Blog readership?Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  25. 25. Cost effectiveness… • Online Marketing is a Cost Effective Marketing Tool that is an Integral part of your Marketing Mix. • The Tools available complement your existing PR and Marketing Campaigns. • Digital public relations are by far much more cost effective than traditional advertising and public relations. • A single 30 second advertising spot on a primetime program costs about five times more than a month long digital public relations campaign. While a single press conference costs you six months worth of digital public relations consultancyBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  26. 26. Hence….…Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  27. 27. New media relations = Digital Public Relation AUDIENCEBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  28. 28. Getting from “your situation …to ….. your objective” it requires • Strategy • Content • Connection • Interaction • Integration • ToolsBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com
  29. 29. Thank youBrand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

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