Florida Gulfcoast University Public Relations Class 2 23 09

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  • Florida Gulfcoast University Public Relations Class 2 23 09

    1. 1. Why Now Could be the Best Time Ever to be a PR & Marketing Pro… … And how to make sure That you grab this unique opportunity!
    2. 2. Public Relations: Nothing Has Changed in 50 Years
    3. 3. Public Relations: Everything Has Changed in 50 Years
    4. 4. Timeless Marketing Commandments <ul><li>Your job: </li></ul><ul><ul><li>B to B: Make your customers successful </li></ul></ul><ul><ul><li>B to C: Make your customers’ lives better </li></ul></ul><ul><li>1st understand, then be understood </li></ul><ul><li>Listen, really listen to your customers </li></ul><ul><li>Engage your customers in dialogue </li></ul>
    5. 5. PR & Marketing Realities <ul><li>From 1958 to 1998 Almost Nothing had changed </li></ul><ul><li>Everything has changed from 1998 to 2008 </li></ul>
    6. 6. You Face Game-Changing Transformations <ul><li>Buyer behavior </li></ul><ul><li>Media upheaval </li></ul><ul><li>Marketing strategy </li></ul>
    7. 7. How Buyers Used to Find Solutions: <ul><li>Talk to company sales reps </li></ul><ul><li>Read trade publications </li></ul><ul><li>Read product literature </li></ul><ul><li>Go to trade shows </li></ul><ul><li>See ads in magazines </li></ul>
    8. 8. Buying Transformation <ul><li>Make up their own minds </li></ul><ul><li>Thorough research before contact </li></ul><ul><li>Don’t want to be interrupted </li></ul><ul><li>Don’t want to be sold </li></ul>
    9. 9. “ Your Brand is What Google Says It Is,” -Author, David Meerman Scott
    10. 10. Is Starbucks Instant Java a Loser?
    11. 11. Here’s My Content Marketing
    12. 12. As I was finishing the presentation, an Email came from Starbucks
    13. 13. New PR: You Must Reach Beyond Traditional Media <ul><li>Old media near death </li></ul><ul><li>Less influential </li></ul><ul><li>Blogosphere rules </li></ul><ul><li>Social media accelerating </li></ul><ul><li>Buyers finding own solutions </li></ul><ul><li>Buyers share experiences </li></ul><ul><li>Smart marketers becoming the media </li></ul>
    14. 14. Public Relations & Content Marketing Inextricably Intertwined
    15. 15. Content Marketing: It’s a Fundamental Mindset Change! Content marketing is the art of understanding exactly what your customers need to know, and delivering it to them in a relevant and compelling way. By delivering content that is vital to your target market you will begin to take on a trusted and valuable role in their lives. That’s the essential first step of turning prospects into customers.
    16. 16. Content Marketing Key Elements <ul><li>Be customer-centric </li></ul><ul><li>Respond to new marketing realities </li></ul><ul><li>Prepare for a very different future </li></ul><ul><li>Think like a publisher </li></ul>
    17. 17. Content Marketing = Thinking Like a Publisher <ul><li>Who are your customers? </li></ul><ul><li>What are their most pressing concerns, interests, problems? </li></ul><ul><li>Provide relevant & compelling content to address those problems </li></ul><ul><li>Become trusted source of information and potential solutions </li></ul><ul><li>Make it easy for them to take action </li></ul>
    18. 18. A Trip Through the Marketing Time Machine: 1958 to 2008
    19. 19. Dawn Donut 1958
    20. 20. Dawn Donut 1978 <ul><li>Started regional, went global </li></ul><ul><li>Marketing choices </li></ul><ul><ul><li>Print advertising </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Trade shows </li></ul></ul><ul><li>4 ad pages/month </li></ul><ul><li>Bakery Magazine </li></ul><ul><ul><li>30,000 readers </li></ul></ul><ul><li>$300,000/year in today's dollars </li></ul>
    21. 21. Dawn Foods Website 1998 The classic brochureware site—not serious about the web
    22. 22. 2008 Reality: Buyers Go 1 st to Web Who would consider huge B2B print campaign?
    23. 23. At Long Last, Mega Change
    24. 24. &quot;If you want something decent about you in Google you MUST blog. This is NOT optional anymore.&quot; - Robert Scoble (@Scobleizer)
    25. 25. It’s All About Inbound Marketing Your buyers find you
    26. 26. Old Media Role is the New Role of PR Connect a community of buyers and sellers through relevant and compelling information.
    27. 27. It’s All About Trust <ul><li>You become: </li></ul><ul><li>First, a trusted supplier of information </li></ul><ul><li>Then, a trusted supplier of products & services </li></ul>
    28. 28. Social Media are a Vital Component of 21 st Century PR <ul><li>114.5 Million US TV households </li></ul><ul><li>220 Million US web users </li></ul><ul><li>120 Million blogs </li></ul><ul><li>115 Million monthly Facebook & MySpace users </li></ul><ul><li>Millions of Twitter users </li></ul><ul><li>Going mobile with everything </li></ul>
    29. 29. Star Trek 23 rd Century Communicator— Boring!
    30. 30. 21 st Century iPhone— Now We’re Talking… and a whole lot more
    31. 31. 5 Very Different Content Marketing Success Stories <ul><li>David Lawrence Center </li></ul><ul><li>Pinsent Masons </li></ul><ul><li>MindManager </li></ul><ul><li>Dustin Meyer </li></ul><ul><li>WillitBlend.com </li></ul>
    32. 32. David Lawrence Center: Becoming Really Accessible <ul><li>Trista Meister is only communications person </li></ul><ul><li>Partnered with local web design firm </li></ul><ul><li>Old website was content challenged </li></ul><ul><li>New website is content-rich </li></ul><ul><li>Easy entry for future clients </li></ul><ul><li>Complements fundraising </li></ul>
    33. 33. Old David Lawrence Website
    34. 34. Old David Lawrence Interior Page
    35. 35. New David Lawrence Website
    36. 36. When You Really Need Help
    37. 37. UK Law Firm Makes a Content Marketing Transformation <ul><li>Abandoning traditional media </li></ul><ul><li>Replacing traditional media function </li></ul><ul><li>Absolute control of message </li></ul><ul><li>Infinite reach </li></ul><ul><li>Measurable </li></ul>
    38. 38. Mind Jet & Mindmapping <ul><li>Mindmapping not broadly understood </li></ul><ul><li>Word of mouth critical </li></ul><ul><li>No traditional marketing </li></ul><ul><li>100% content marketing </li></ul><ul><li>Wide online content variety </li></ul><ul><li>Spectacular product launch </li></ul>
    39. 39. New Version Launch Targets Press and Analysts with Unique Content
    40. 40. Facebook & Photographer <ul><li>Young demographic </li></ul><ul><li>Word of mouse </li></ul><ul><li>Visual power </li></ul><ul><li>Go direct to students </li></ul><ul><li>50+% $$ from FB </li></ul>
    41. 41. How Can You Break Through the PR Clutter?
    42. 42. 400% Increase in Blender Sales
    43. 43. Content Marketing = Thinking Like a Publisher <ul><li>Who are your customers? </li></ul><ul><li>What are their most pressing concerns, interests, problems? </li></ul><ul><li>Provide relevant & compelling content to address those problems </li></ul><ul><li>Become trusted source of information and potential solutions </li></ul><ul><li>Make it easy for them to take action </li></ul>
    44. 44. The Key to Your Success: Don’t Just Influence the Media Be the Media
    45. 45. Why You Will Thrive as PR Pros <ul><li>Content marketing + New PR = success </li></ul><ul><li>You get social media </li></ul><ul><li>You understand technology </li></ul><ul><li>You will give marketers the clue they need </li></ul><ul><li>You will bring companies into 21 st century </li></ul>
    46. 46. You Will Surf the Content Marketing Tsunami!

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