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0906 - CIM presentation

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Presentation that I gave at the CIM tutors conference

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0906 - CIM presentation

  1. 1. Planning for a digital future<br />Ged Carroll: director, digital strategies<br />
  2. 2. In this presentation<br />Who am I?<br />Why digital?<br />The environment (at least the way we see it)<br />The challenges that PR as an industry faces<br />Some case studies<br />Nau<br />HTC<br />Liz Claiborne<br />World Malaria Day<br />Microsoft<br />
  3. 3. Who On Earth Am I?<br />
  4. 4. Why digital?<br />Opportunity!<br />Media fragmentation<br />Declining editorial space<br />Blurring lines between editorial and commercial space in some media sectors<br />Easier measurement<br />Direct audience engagement<br />24/7/365 reputational risk<br />
  5. 5. If you had to live on a deserted island which would you take?<br />
  6. 6. Global marketers viewpoint<br />Which of the following most closely matches your personal point of view on the <br />potential impact that social media will have in business?<br />TNS media intelligence/Cymfony polled 70+ marketers around the globe about their experiences incorporating all types of social media tools in their marketing strategies. Represented countries include the United States, Canada, the United Kingdom and France. <br />
  7. 7. People trust ‘people like us’<br /><ul><li>Edelman found that people most likely to trust ‘people like me’</li></ul>Marketers realising that WOM is an extension of loyalty<br /><ul><li>Fits in with Net Promoter measure</li></ul>Marketers finding greater efficiency in focusing on consumers who count<br />
  8. 8. Changes on the web<br />
  9. 9. Changes in online communications<br />
  10. 10. Digital and PR challenges<br />10<br /><ul><li>Over 50 per cent of online PR is done by marketing and digital agencies
  11. 11. Currently falls between digital marketing, customer services, SEO and PR for most organisations
  12. 12. PR runs the risk of being defined by its traditional channels
  13. 13. Lack of expertise and resources in research, planning, measurement and monitoring
  14. 14. Lack of resources, support and training from CIPR/PRCA etc
  15. 15. Other digital marketing disciplines filling online PR skills chasm
  16. 16. Measurement is a never-ending debate in PR</li></ul>Does PR as a discipline have ‘brand permission’ in the online space?<br />
  17. 17. Here’s something that we made earlier…<br />
  18. 18. The thought kitchen<br />Nau had great ideas for a sustainable clothing line<br />They sustained their brand and customer base through bankruptcy to be sold and re-emerge <br />
  19. 19. Reducing customer dissonance<br />HTC struggled to handle all the customer service enquiries<br />Complex devices<br />Challenging software partner<br /> Looking to launch its own-brand in Western markets<br />
  20. 20. The UN stands up against poverty<br />The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to work toward the eradication of poverty worldwide by 2015.<br />Targeted more than 343 influentials via three digital press releases<br />SEO that increased impressions and clicks by 20 percent<br />Conducted blogger outreach that resulted in at least 338 blog posts<br />25,000 followed via Twitter<br />290,400 connections via LinkedIn<br />9,500+ views on YouTube and UStream.TV<br />
  21. 21. Love is respect<br />Liz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse<br />Bring campaign content, including videos, information and user-generated content, to popular social networking<br />Webby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube<br />
  22. 22. World Malaria Day <br />Raise awareness of malaria and the MDG<br />Highlight work that has been done by partners<br />Encourage consumers to show political support for the Global Malaria Action Plan<br />
  23. 23. The lone server<br />
  24. 24. Portumna<br /><ul><li>Portumna has been a commercial centre for centuries
  25. 25. Position at a strategic crossing point on the river Shannon
  26. 26. Local shopkeepers who’ve know my family for at least four generations
  27. 27. Understand their consumer needs
  28. 28. Life-long relationships</li></ul>We’re trying to ‘bottle this lightning’ with online marketing!<br />
  29. 29. Any questions?<br />
  30. 30. Thank you for listening<br />http://ruderfinn.co.uk | http://renaissancechambara.jp<br />

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