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Online PR: Engaging customers in the digital era

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A walk-through of online PR and how it differs to traditional offline PR methods and techniques. Understanding how fundamentally different online is and how a business can harness that difference to achieve success online.

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Online PR: Engaging customers in the digital era

  1. 1. Crafted PRESENTATION How is PR changing?
  2. 2. Crafted PRESENTATION
  3. 3. Ultimately it’s a story Crafted PRESENTATION
  4. 4. But PR needs to adapt Crafted PRESENTATION UNDER THE INFLUENCE OF DIGITAL, PR IS TRANSFORMING
  5. 5. Crafted PRESENTATION http://www.flickr.com/photos/joeandsarah/ Everything is amplified
  6. 6. Source: http://www.flickr.com/photos/usnationalarchives/ Crafted PRESENTATION YOU CAN’T JUST BLOW YOUR OWN TRUMPET
  7. 7. Source: http://www.flickr.com/photos/hoteldelapaixgeneve/ Crafted PRESENTATION INFINITE CHOICE
  8. 8. Why the rush towards digital? Crafted PRESENTATION
  9. 9. Source: Pew Research Center
  10. 10. Crafted PRESENTATION Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html Crafted PRESENTATION
  11. 11. Crafted PRESENTATION Source: http://www.guardian.co.uk/media/abcs We’re moving online
  12. 12. Crafted PRESENTATION
  13. 13. Crafted PRESENTATION TRADITIONAL PR ONLINE PR
  14. 14. Crafted PRESENTATION http://www.flickr.com/photos/13476480@N07/ Crafted PRESENTATION PR IS LIKE A DINNER PARTY
  15. 15. Crafted PRESENTATION What your business is interested in What your customers are interested in
  16. 16. Crafted PRESENTATION PR in the digital age
  17. 17. MACRO & MICRO PUBLIC RELATIONS Crafted PRESENTATION
  18. 18. SOCIAL MEDIA Crafted PRESENTATION
  19. 19. Crafted PRESENTATION
  20. 20. Crafted PRESENTATION
  21. 21. Crafted PRESENTATION
  22. 22. Crafted PRESENTATION
  23. 23. Crafted PRESENTATION YOU CAN TURN IT AROUND
  24. 24. Crafted PRESENTATION Be prepared, online and off • Ship grounded during the evening of Friday 13th January 2012 • First offline PR was 14 January (PM) • First news conference with CEO was held 16 January • Online had: • 35,000 tweets • 10,000 blog mentions • 34,000 new mentions online • 4,500 YouTube video mentions
  25. 25. Crafted PRESENTATION
  26. 26. Crafted PRESENTATION
  27. 27. Source: http://www.flickr.com/photos/the-wanderers-eye/ Crafted PRESENTATION OFFLINE OR ONLINE?
  28. 28. Crafted PRESENTATION
  29. 29. Crafted PRESENTATION
  30. 30. Crafted PRESENTATION Where do I begin?
  31. 31. We all start somewhere Crafted PRESENTATION
  32. 32. #1 - Planning Crafted PRESENTATION
  33. 33. taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23 Crafted PRESENTATION
  34. 34. In god we trust… all others bring data Edward Deming Crafted PRESENTATION
  35. 35. ONLY 11% OF MARKETING DECISIONS ARE BASED ON DATA Crafted PRESENTATION Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing 2013
  36. 36. #2 – Leverage any opportunity Crafted PRESENTATION
  37. 37. Crafted PRESENTATION
  38. 38. Crafted PRESENTATION
  39. 39. Crafted PRESENTATION 3185 shares 1545 tweets
  40. 40. #3 – Show what you hide Crafted PRESENTATION
  41. 41. http://www.youtube.com/watch?v=oSd0keSj2W8 Crafted PRESENTATION
  42. 42. #4 – Create your own news Crafted PRESENTATION
  43. 43. #5 – Think beyond words Crafted PRESENTATION
  44. 44. Crafted PRESENTATION taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23 Crafted PRESENTATION
  45. 45. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
  46. 46. #6 – Sometimes, normal is OK Crafted PRESENTATION
  47. 47. Crafted PRESENTATION 70 20 10
  48. 48. #7 – Listen Crafted PRESENTATION
  49. 49. Crafted PRESENTATION http://www.google.co.uk/trends/explore
  50. 50. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
  51. 51. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
  52. 52. #8 – Identify influencers Crafted PRESENTATION
  53. 53. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
  54. 54. INFLUENCE INFLUENCE
  55. 55. #9 – Reach out Crafted PRESENTATION
  56. 56. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION
  57. 57. #10 – Evaluate Crafted PRESENTATION
  58. 58. Crafted PRESENTATION http://www.flickr.com/photos/crystiancruz/
  59. 59. #11 – Get reading Crafted PRESENTATION
  60. 60. Crafted PRESENTATION The Business of Influence Philip Sheldrake
  61. 61. CONTENT IS CUSTOMER SERVICE Crafted PRESENTATION

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