This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!

2. Growth of Digital
Communication Within
the PR Industry
Presented by
@JayOuellette and @LaurenIacono

3. PR & Marketing Have
Changed Dramatically

4. PR & Marketing Have
Changed Dramatically

5. Evolution of Public Relations
1807
1913
1948
1982
1998
1999

6. Evolution of Public Relations
Thomas Jefferson used the term “public relations” during The
1807
Revolutionary War
Father of PR, Edward Bernays, began career as a press agent counseling
1913 to theater, concerts and the ballet. Pioneered use of third party
advocates to plead clients’ causes.
1948 Public Relations Society of America founded
1982 Tylenol recall crisis - first major crisis communications
Dot com boom triples average monthly retainer for PR firms. Average
1998
went from $5K per month to $15-$20K as minimum (heyday for B2B
PR)
1999 Blogging is adopted by the mainstream Internet user, along with
commenting on other users blogs

7. Evolution of Social Media

8. Evolution of Social Media
The first EMAIL is sent. The two computers were
1971
sitting right next to each other.
First copies of early web browsers are distributed
1978
through USENET, early online bulletin board.
GEOCITIES, one of original social
1994
networking sites is founded.
1997 AOL Instant Messenger is launched
FRIENDSTER launched, pioneering
2002
online connection of real-world friends
2003 MYSPACE launched
FACEBOOK launched at
2004
Harvard College
2006 TWITTER launched
2008 FACEBOOK overtakes MySpace as leading social networking site

9. If you’re not participating
you’re missing the boat

10. Why Social Media?

11. Why Social Media?
7% Business buyers who believe companies
should have a presence in social media
93%
15%
Business buyers who believe
companies should interact and not
1,966,514,819 people are just present info on social media 85%
connected online everyday
What are B2B marketers doing
on social media?
Engaged with peers who addressed their challenge 42% of B2B Marketers
use social media and
spend 24% of their
Followed industry conversation
Posted questions budget online
0 15 30 45 60

12. B2B Decision Makers Leading the Way

13. B2B Decision Makers Leading the Way
Social Networking Adoption
Using Social Networks
by B2B Decision Makers
60 60
45 45
30 30
15 15
0 0
B2B Decision
July 2011
Makers Average
July 2009
Internet User

14. What Would Motivate Business Buyers
To Participate In Social Networking?

15. What Would Motivate Business Buyers
To Participate In Social Networking?
0 15.0 30.0 45.0 60.0
Get answers to business problem
Tap into network of peers
Career advancement
Surface insight/new ideas
Financial compensation/gain
Personal satisfaction
Recognition by peers, colleagues
Gain customer appreciation
Opportunity to win contest/prize
Public recognition
Nothing/not motivated
Source: North American And European B2B Social Technologies Online Survey, 2010 Forrester Consulting
(Base: 1,011 B2B marketers)

16. What Sources Are Business Buyers Using
To Inform Purchase Decisions?

17. What Sources Are Business Buyers Using
To Inform Purchase Decisions?
0 12.5 25.0 37.5 50.0
Forums/discussion groups
Virtual trade shows/conferences
Ratings/review sites (Digg, etc.)
Interactive Internet applications
Private online community sites
Public social networks (LinkedIn, etc.)
Podcasts (audio or video)
Wikis
Blogs
Online advertising
Other (video, mobile ads, Twitter, etc.)
Source: North American And European B2B Social Technologies Online Survey, 2010 Forrester Consulting
(Base: 1,011 B2B marketers)

18. How Much Do You Have Going On Today?

19. How Much Do You Have Going On Today?
PAID EARNED OWNED
Social Media Websites
Internet Advertising
Word of Mouth Mobile Websites
PPC - Search Marketing
User Forums/ Mobile Applications
Mobile campaigns
Communities
Customer Care
Sponsorships
Press Releases, PR Services
Paid Applications
Blogger Relationships Digital Content
Advertising
Event Management Collateral Creations
Speaking Opportunities

20. Where Are These People?

21. Where Are These People?
Prospects
Tier I: All Marketing Activities
Tier II: Unqualified
Tier III: Tire Kickers
Tier IV: Top
Prospects

22. Rising Above The Noise

23. Rising Above The Noise
• Identify who you want to reach and what issues they care about most, and then
create content against that plan
• Build a loyal following on social networking sites
• Make your story visual - videos, interviews, product whiteboards
• Comment on other websites and social network platforms
• Invite other thought leaders and influencers to participate
• Create content that represents what needs to happen at each stage of the sales
pipeline (awareness to consideration to purchase)

24. Making Sense (And CENTS) Out Of It All

25. Making Sense (And CENTS) Out Of It All
Categorize Identify Research Engage Cultivate Manage
Track & Measure

26. What’s Right for You?

27. What’s Right for You?
• Establish goals that are clear, measurable and tied to specific
business objectives
• Take an in-depth look at your organization’s online footprint
and those of your main competitors

28. Engage, Engage, Engage
Photo
Sharing Micro
Blogging
Blogging
Video
RSS
Sharing
Key Social
Platforms
Podcasts Widgets
Message Social
Boards Chat Networking
Rooms

29. Benefits: What’s The Bottom Line?

30. Benefits: What’s The Bottom Line?
•Real-time feedback
•One step ahead of
your competition,
customers, crisis
•Market intelligence

31. Measurement & ROI

32. Measurement & ROI
Measuring Impact Metrics to consider:
Awareness
Reach • Unique Monthly Visits
• Time on Site
Evaluation
Engagement
• Sentiment
Preference • Share of Voice
• Comments/Feedback
Conversion items
• Sales
Loyalty
Action • Registration
• Downloads

33. Case Studies

34. Case Studies
ences!
Ca n Make Big Differ
Small Choices
Hungry for a snack? Got an hour or two to burn? Before you
grab a bag of chips and head to the couch–do a double take!
The CHECK YOUR CHOICETM tour reminds you that small
changes can make a big difference in your health and
wellbeing. Wholly Guacamole– along with Nature Sweet®
tomato, Food Should Taste GoodTM, and Mann’s VegetablesTM
– is teaming up with Austin Andrews, a recent finalist on The
Biggest Loser® television program to spread the message!
we’re We’re visiting schools across the nation to talk to kids that
visiting making good choices is easy and can even be fun! Like these:
schools fridge for some fruit
your soda for water
friend to kick the soccer ball around
et in
me
ust
Meet Austin Andrews!
Austin Andrews understands childhood obesity
first hand. He began gaining weight at the age of
10 and over the next 11 years he would reach a
personal high of 435 pounds. When he became a
contestant on The Biggest Loser tv program with
his dad, he realized he had “check out” of life and
he was ready to “check back in” and live life to the
fullest. Today Austin has lost over 170 pounds and
has a passion for talking to kids about getting
active and making smart, healthy choices.

36. Growth of Digital
Communication Within
the PR Industry
Presented by
@JayOuellette and @LaurenIacono