From pr to_public_engagement


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From pr to_public_engagement

  1. 1. Richard Edelman New Media Academic Summit Georgetown University | Washington, DC | June 10, 2009 From PR to Public Engagement: The Opportunity for the Industry
  2. 2. The Hypothesis: From Push to Pull PR’s Opportunity in World of Expression PR has an enormous opportunity in a world of expression, where authority is dispersed, where trust is created through continuous conversation and established media brands must share attention with blogs or consumer generated content Our challenge is to evolve from pitching to informing from control to credibility from one-off stories to continuing conversations from influencing elites to engaging a new cadre of influencers
  3. 3. Tectonic Plates Shifting Rise of Activist Government New shareholder with business demands Era of Citizenship People expect a relationship with companies/brands Change in Behavior From what you want to what you need New Influencers Loss of trust in authority figures. Rise of employees, ‘average’ person, NGOs
  4. 4. A Play in 3 Acts <ul><li>Act I: The Media Revolution Accelerates </li></ul><ul><li>Act II: Introducing Public Engagement </li></ul><ul><li>Act III: How Public Engagement Works </li></ul>
  5. 5. Act I: The Media Revolution Accelerates <ul><li>“ The newspaper world is suffering from a huge decline in readership. The magazine world has readers but no advertisers. Only the broadcasters are making money by charging a premium for fewer viewers!!” </li></ul><ul><li>Kyle Pope, Former Executive Editor, Portfolio Magazine </li></ul>
  6. 6. Dispersion of Authority People visit 114 domains and visit 2500 web pages each month Newspaper readership is down 30% In 2008 in US more people rely on the Internet (40%) for news than rely on newspapers (35%) 79% of all adults are online – for an average of 33 hours per week People will watch 100 million videos on YouTube today 40% of all Americans will end a text message today; 90% of those will be read while billions of emails will be deleted without being opened One in 10 Americans online are now on Twitter
  7. 7. More Media, Just Different Ones <ul><li>More media consumption but different mix </li></ul><ul><li>Simultaneous use of media (TV and web) by 1/3 of people </li></ul><ul><li>Average person now has eight sources of information spending less time on each (Pew study, 2008) </li></ul><ul><li>Deep content, narrow focus; not grazing, niche play </li></ul><ul><li>Digital pennies replacing print ad dollars; likely to be subscription model for web product </li></ul>.com
  8. 8. Web, Mobile and Videogames take share from TV; Behavior Correlated to Age N= 752 Observed Days in Spring and Fall 2008. For additional information, please visit Copyright 2009 The Nielsen Company. Confidential and proprietary. Share of Daily Minutes Across Screen Media
  9. 9. Impact on Established Media <ul><li>2 Trends in Newspapers: Major city dailies cut back until hyper-local and national/global papers as in UK </li></ul><ul><li>Broadcast loses share to cable </li></ul><ul><li>Magazines winnowed to the top brand in each niche </li></ul>
  10. 10. <ul><li>Wire services—AP, Bloomberg— expand to fill void </li></ul><ul><li>Stand-alone niche plays such as Business Insider, Politico, Huffington Post, TechCrunch, BreakingViews </li></ul>Impact on Established Media
  11. 11. Advertising Spend Declines Newspapers; Mag & Radio Hardest Hit Copyright 2009 The Boston Consulting Group. Confidential and proprietary.
  12. 12. Search is King <ul><li>90% of all web traffic goes through search </li></ul><ul><li>News aggregation is 63% of all searches </li></ul>
  13. 13. Social Media is Now Mainstream 100M active users. Greatest growth is from people age 35-49 Two Thirds of people online now use social networking or blogging Twitter grew 1,382% in last 12 months; More than 7M US visitors in Feb. 5.5 billion unique video feeds in April; #2 most popular search engine Wikipedia— 120M visitors a month 23% of mobile users in the UK, and 19% in the US visited social network site
  14. 14. Breadth and quality of online video continuing to improve Copyright 2009 The Boston Consulting Group. Confidential and proprietary.
  15. 15. Implications for PR Less control of message More sources, unpredictable flow of information Different news approach Continual filing, more opinionated, more video and short form content Mass is dead More difficult to aggregate audiences Pay for play Home Depot owns Good Morning America lawn & garden pieces Fewer reporters The pitch and catch model eroding
  16. 16. Act II: Introducing Public Engagement <ul><li>“ It is in the interest of the enterprise to take care of the economic and social environment. </li></ul><ul><li>To create value for shareholders but also to create value and wealth for customers, employees and regions where the companies operate because our company is an economic and social project.” </li></ul><ul><li>Frank Riboud, CEO, Danone </li></ul>
  17. 17. Tenets of Public Engagement <ul><li>Action and words —What you actually do is central to the ability to communicate </li></ul><ul><li>Integrated into Search — Rethinking content and outreach based on how people think about, talk about and look for the things they need </li></ul><ul><li>Engage with Influencers of all Stripes —begins by actively listening </li></ul><ul><li>Democratic and Decentralized — digital is social and rewards to those who engage based on community rules </li></ul><ul><li>Inform the Conversation —be quick, informal and never deviate from truth and transparency </li></ul><ul><li>Every Company is a Media Company </li></ul><ul><li>Omnipresent —When people open the door, we must be there </li></ul>
  18. 18. 1. Advisor on Policy <ul><li>Mutual social responsibility </li></ul><ul><li>Private Sector Diplomacy— Engaging with Constituencies </li></ul><ul><li>What to Do in stakeholder society </li></ul><ul><li>Requires new level of relationship with influencers such as NGOs </li></ul><ul><li>Use of research to discern attitudes of new and established influentials </li></ul>
  19. 19. 2. Search: A Necessity for Us <ul><li>4 Types: Paid, Optimized, Reputational, Social— PR can play in the last three categories </li></ul><ul><li>Optimized search focuses on key words. </li></ul><ul><ul><li>Adapt content to include frequently cited terms—use social media press releases </li></ul></ul><ul><li>Reputational search premised on key word phrases high up in press materials with very literal meanings. Not in general use . </li></ul><ul><ul><li>Prioritize media outreach on basis of who helps on search—eg. TechCrunch better than behind wall </li></ul></ul><ul><li>Social search depends on content and relationships. There are more searches being conducted inside social networks such as Twitter. </li></ul><ul><ul><li>Engages embassies inside social networks that discuss mutual benefit </li></ul></ul>90% of all web traffic goes through search; News aggregation is 63% of all searches
  20. 20. 3. Mobilizing the Influentials and Amplifiers - Democratic and Decentralized <ul><li>Involve those with connection to company/brand including employees, shareholders, retirees, customers, suppliers, communities </li></ul><ul><li>Help people come together in social network with opportunity for consumer generated content and feedback </li></ul><ul><li>Influencers are thought starters—work to start conversation </li></ul><ul><li>Amplifiers can be bloggers, mainstream media who continue discussion </li></ul><ul><li>Key role of analytics – popularity does not equate to influence </li></ul>Robert Scoble, Scobleizer Ashton Kutcher, world’s most popular twitterer, but not the most influential
  21. 21. 4. Inform the Conversation <ul><li>Go to all those who can have credible voices based on passion (frequency of posts or number of links), or expertise (eg. employees) </li></ul><ul><li>Go where the people are (their blogs, Facebook, Twitter), don’t expect them to come to you-post on their blogs </li></ul><ul><li>Create utility such as Recipe app for iPhone app or recycling widget and offer valuable insight </li></ul>
  22. 22. 5. Every Company Is a Media Company <ul><li>Depth of content and objective tone on subjects in company’s sweet spot </li></ul><ul><ul><li>J&J Baby Center, P&G, British Airways </li></ul></ul><ul><li>Enable access to content that user can repurpose: make them co-creators; then easy to share and update. Use iconic symbols </li></ul><ul><ul><li>Frog in, video from Prince of Wales </li></ul></ul><ul><li>Make available on range of platforms-all three devices (cell, pc, tv), using best process such as RSS feed, video on demand </li></ul><ul><li>Can also win through curating – aggregate the best conversations around given product categories </li></ul><ul><li>The future: Don’t just build destination sites to attract to attract users; export social features to all sites as members take social media identities with them as they visit all web sites </li></ul>
  23. 23. 6. We Must be Present Everywhere <ul><li>Person needs to see or hear something five times in different places from range of spokespeople before believing it </li></ul><ul><li>No longer are stories broken exclusively in mainstream media, then amplified; </li></ul><ul><ul><li>Eg. Domino’s pizza crisis </li></ul></ul><ul><li>Adapt message and style to forum </li></ul><ul><ul><li>Collaboration on Facebook </li></ul></ul><ul><ul><li>Entertaining or compelling on YouTube </li></ul></ul><ul><ul><li>Customer service and tips on Twitter </li></ul></ul>Source: Edelman 2009 Trust Barometer
  24. 24. 7. Democratic and Decentralized <ul><li>Facilitate re-purposing of Content </li></ul><ul><li>Be an aggressor of discussion </li></ul><ul><li>Post the good and bad </li></ul><ul><li>Enable the “Vox Populi” </li></ul>
  25. 25. The Public Engagement Toolkit <ul><li>Viral Video </li></ul><ul><li>Micro-blogs </li></ul><ul><li>Employee/CEO blog </li></ul><ul><li>MSM interviews </li></ul><ul><li>Influencer Roundtable </li></ul><ul><li>Podcasts </li></ul><ul><li>Search mktg </li></ul><ul><li>Widgets </li></ul><ul><li>CEO Speeches </li></ul><ul><li>Video contests </li></ul><ul><li>Social nets </li></ul><ul><li>Sponsored content with third parties </li></ul><ul><li>Town Halls </li></ul><ul><li>Ideastorms </li></ul><ul><li>Wikipedia </li></ul><ul><li>Issue Aggregator </li></ul><ul><li>Pilot Programs </li></ul><ul><li>Coalition </li></ul><ul><li>Development </li></ul>Communication Collaboration Open Controlled Open Collaboration Open Communication Controlled Communication Controlled Collaboration
  26. 26. Act III: How Public Engagement Works <ul><li>“ What you’re doing speaks so loud, I can’t hear what you’re saying.” </li></ul><ul><li>Ralph Waldo Emerson </li></ul>
  27. 27. Changing Consumer’s Behaviors Shell FuelSave Driver Challenge <ul><li>Inspire one million drivers to save fuel </li></ul><ul><li>Show drivers how 10 tips can help them save more than 10% in fuel consumption </li></ul><ul><li>Drivers go to their country-specific Shell web site and complete a training module </li></ul><ul><li>100,000 fuel voucher incentives for drivers who successfully complete the training </li></ul><ul><li>Within the first week – 100,000 drivers were fuel-savers! </li></ul>
  28. 28. Increase Sales Wonderbra Viral <ul><li>Online community engagement with viral film— “Science of Sexy” —created by Dita Von Teese as the focal point </li></ul><ul><li>Surround audience with photos on Flickr, teaser video, microsite and discussion forums </li></ul><ul><li>No. 1 video on YouTube in UK at launch (Sept ‘08) </li></ul><ul><li>100,000+ photo views on Flickr; 24,000+ impressions on Twitter; 700+ blog posts/conversations on social networks; 100+ stories in offline media </li></ul><ul><li>Entire Wonderbra line sold out of retail stores before launch </li></ul>The Science of Sexy by Dita—The full Wonderbra Film
  29. 29. <ul><li>Shared conversations/experiences around “issue” of “swampy man zone” on Facebook and introduced the Detailer as a solution </li></ul><ul><li>Used Facebook in two ways: </li></ul><ul><ul><li>Product giveaways based on posts to the Wall </li></ul></ul><ul><ul><li>Facebook engagement ads </li></ul></ul><ul><li>337% increase in Axe fans in 7 weeks </li></ul><ul><ul><li>Continued 8% growth per week </li></ul></ul><ul><li>Approx. 20,000 new fans; 80,000 page views; and 40,000 video views </li></ul><ul><li>1,800 wall posts </li></ul><ul><li>120,000+ engagements beyond clicks </li></ul><ul><li>ADD SALES </li></ul>Driving Product Trial among 18-24 males AXE Detailer goes Facebook
  30. 30. Go Where People Are - Utility on the Move: Butterball 2008 Cellufun mobile game generated 40,000,000 page views to playing the Cellufun mobile game Mobile texting provided “turkey tips” to 370,000 moms to access Butterball information anytime, anywhere <ul><ul><li>Hosted web chats and 50 Mommy bloggers </li></ul></ul><ul><ul><li>Partnered with Bravo’s top-rated reality “Top Chef” put Butterball Turkey’s as the show’s star </li></ul></ul>Media: Achieved more than 1 billion media impressions with segments including “Late Night with Conan O’Brien,” “Today Show,” “Good Morning America,” New York Times, and USA Today
  31. 31. “ Whatever you can do, or dream you can, begin it. Boldness has genius, power, and magic in it.” Johann Wolfgang von Goethe
  32. 32. 10-Year Anniversary Congratulations David Weinberger
  33. 33. Questions?