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The New PR
How to Become A
                   Nathaniel
Brand              Hansen

Among
Friends            Eleftherios
                   Hatziioannou


                  Nov 7th, 2012
              Portoroz, Slovenia
WELCOME
NICE TO MEET YOU:

•   YOUR NAME, AGE, HOMETOWN
•   ROLE, COMPANY, INDUSTRY
•   EXPERIENCE/ LEARNINGS
•   EXPECTATIONS/ WISHES
•   YOUR PERSONAL STORIES
COMMUNICATION
50% LISTENING
     50% TALKING
IT´S REAL. IT´S HERE.
  ´          ´
WHAT
HAPPENED?
INTERNET OF DATA
ME



INTERNET OF PEOPLE
ativity
                                      In   novation, Cre
              Self-       Challenges,
          Actualization



                    )
         Ego (esteem
                                                tus
                                   Prestige, Sta




                     ging)                      Love, Accep
                                                           tance
      S ocial (Belon

                                                                    fety,
                                                         Physical Sa

          ty / Security
                                                                       ecurity
                                                          Economic S
      Safe


         Survival
                                                                               , Sleep…
                                                                    Water, Food




THE UNDERLYING HUMAN
   NEEDS #MASLOW
SOCIAL MEDIA EMPOWER
    HUMAN BEINGS
WOR(L)D OF MOUTH
2 REASONS
 WHY THIS
  IS NOT
  A FAD…
1. HUMAN BEHAVIOUR
   #DIGITAL_NATIVES
2. TECH & INNOVATION
    #MOBILE_BOOM
COFFEE & CONVERSATION
WHAT´S THE
IMPACT
ON PR?
PR UNDER PRESSURE
DEEP TRANSPARENCY
> 100.000
               LIKES

               > 50.000
               COMMENTS
              IN A FEW DAYS!




SHIT(STORM) HAPPENS
  VODAFONE (07/12)
IT BRINGS ALSO
HUGE OPPORTUNITY
THE NEW
  PR…
...PUTS THE PUBLIC
     BACK IN PR
...USES THE POWER OF
    CONVERSATIONS
R&D           Prospects

      PR
                          Customers
  Marketing

   Sales
                Your     Key Influencers
                Brand
     HR
                           Bloggers
    Legal

          PM            Competitors




...EMBRACES THE OTHER
    VOICES OUT THERE.
EXAMPLE: COCA COLA
... ADAPTS & CREATES NEW
    ROLES/ORGANIZATION
...DEVELOPS A PLAN
    OF RESPONSE
...COMBINES THE BEST
    OF TECHNOLOGY
WITH THE BEST OF PEOPLE
One machine can
do the work of 50
ordinary men.
No machine can
do the work of
one extraordinary
man.

            - Elbert Hubbard
COFFEE & CONVERSATION
OUR
METHOD
PEOPLE
   1           2              3
 SOCIAL      CONTENT      (INFLUENCER)
BUSINESS   PRODUCTION/    RELATIONSHIP
  INTEL    DISTRIBUTION   MANAGEMENT




TECHNOLOGY
IT TAKES TECH & PEOPLE
1. SOCIAL BUSINESS INTEL
LET`S TAKE
A CLOSER LOOK
STUDY THE
CONVERSATIONS GOING ON
IDENTIFY THE INFLUENCERS
PLATFORMS

      INFLUENCERS

       INTERESTS

        REACH




INSIGHTS & ACTIONS
INFORM LEADERSHIP
ABOUT THE KEY LEARNINGS
2. CREATE VALUE
ADDING CONTENT.
SET UP AN
EDITORIAL CALENDAR
NON-BRANDED ACCOUNTS
 FOR TESTING CONTENT
3. INFLUENCER RELAT.
     MANAGEMENT
1 Add value and simply be helpful
   2 Be open and honest
  3 Speak their language (insiders vs. outsiders)
  4 Listen and be approachable
   5 Be like a true friend/ human being
   6 Show appreciation and gratitude
   7 Talk with them not to them
   8 Create a positive atmosphere (humour/ fun)
   9 Don`t be afraid of failure and mistakes
  10 Lean back and set the stage for them



 OUR GOLDEN RULES OF
COMMUNITY MANAGEMENT
EXAMPLE: WALMART MOMS
THE NEW PR BY JIVE
YOUR
    BRAND




BECOME A BRAND
 AMONG FRIENDS
THANK
YOU
CONTACT US
-ANYTIME-

lefti@peopleizers.com
nathaniel@thesocializers.com
AND THE WINNER IS...

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The New PR - How to become a brand among friends