SlideShare a Scribd company logo
Crafted
PRESENTATION
How is PR changing?
Crafted
PRESENTATION
Ultimately it’s a story
Crafted
PRESENTATION
But PR needs to adapt
Crafted
PRESENTATION
UNDER THE
INFLUENCE OF
DIGITAL, PR IS
TRANSFORMING
Crafted
PRESENTATION
http://www.flickr.com/photos/joeandsarah/
Everything is amplified
Source: http://www.flickr.com/photos/usnationalarchives/
Crafted
PRESENTATION
YOU CAN’T JUST BLOW
YOUR OWN TRUMPET
Source: http://www.flickr.com/photos/hoteldelapaixgeneve/
Crafted
PRESENTATION
INFINITE CHOICE
Why the rush towards digital?
Crafted
PRESENTATION
Source: Pew Research Center
Crafted
PRESENTATION
Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html
Crafted
PRESENTATION
Crafted
PRESENTATION
Source: http://www.guardian.co.uk/media/abcs
We’re moving online
Crafted
PRESENTATION
Crafted
PRESENTATION
TRADITIONAL
PR
ONLINE
PR
Crafted
PRESENTATION
http://www.flickr.com/photos/13476480@N07/
Crafted
PRESENTATION
PR IS LIKE A
DINNER PARTY
Crafted
PRESENTATION
What your
business is
interested in
What your
customers are
interested in
Crafted
PRESENTATION
PR in the digital age
MACRO
&
MICRO
PUBLIC RELATIONS
Crafted
PRESENTATION
SOCIAL MEDIA
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
YOU CAN TURN
IT AROUND
Crafted
PRESENTATION
Be prepared, online and off
• Ship grounded during the evening of Friday 13th January 2012
• First offline PR was 14 January (PM)
• First news conference with CEO was held 16 January
• Online had:
• 35,000 tweets
• 10,000 blog mentions
• 34,000 new mentions online
• 4,500 YouTube video mentions
Crafted
PRESENTATION
Crafted
PRESENTATION
Source: http://www.flickr.com/photos/the-wanderers-eye/
Crafted
PRESENTATION
OFFLINE OR ONLINE?
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
Where do I begin?
We all start somewhere
Crafted
PRESENTATION
#1 - Planning
Crafted
PRESENTATION
taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
Crafted
PRESENTATION
In god we trust…
all others bring data
Edward Deming
Crafted
PRESENTATION
ONLY 11% OF MARKETING
DECISIONS ARE BASED ON
DATA
Crafted
PRESENTATION
Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing 2013
#2 – Leverage any
opportunity
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
Crafted
PRESENTATION
3185 shares
1545 tweets
#3 – Show what you hide
Crafted
PRESENTATION
http://www.youtube.com/watch?v=oSd0keSj2W8
Crafted
PRESENTATION
#4 – Create your own news
Crafted
PRESENTATION
Online PR: Engaging customers in the digital era
Online PR: Engaging customers in the digital era
#5 – Think beyond words
Crafted
PRESENTATION
Crafted
PRESENTATION
taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
Crafted
PRESENTATION
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
#6 – Sometimes, normal is
OK
Crafted
PRESENTATION
Crafted
PRESENTATION
70 20 10
#7 – Listen
Crafted
PRESENTATION
Crafted
PRESENTATION
http://www.google.co.uk/trends/explore
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
#8 – Identify influencers
Crafted
PRESENTATION
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
INFLUENCE
INFLUENCE
#9 – Reach out
Crafted
PRESENTATION
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION
#10 – Evaluate
Crafted
PRESENTATION
Crafted
PRESENTATION
http://www.flickr.com/photos/crystiancruz/
#11 – Get reading
Crafted
PRESENTATION
Crafted
PRESENTATION
The Business of Influence
Philip Sheldrake
CONTENT IS CUSTOMER SERVICE
Crafted
PRESENTATION

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Online PR: Engaging customers in the digital era

Editor's Notes

  1. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  2. Ultimately, this is the key message from meIf you are pushing your message out, people wont respond, they’ll close the browser, hit the back button, they’ll move onIf you can get them interested in what you’re saying, not who you are, then you have engagement7 MINUTES
  3. Ultimately, this is the key message from meIf you are pushing your message out, people wont respond, they’ll close the browser, hit the back button, they’ll move onIf you can get them interested in what you’re saying, not who you are, then you have engagement7 MINUTES
  4. Ultimately, this is the key message from meIf you are pushing your message out, people wont respond, they’ll close the browser, hit the back button, they’ll move onIf you can get them interested in what you’re saying, not who you are, then you have engagement7 MINUTES
  5. This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine tradeDaily Mail has under 2million circulation in print nowSo is this terminal?
  6. This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine tradeDaily Mail has under 2million circulation in print nowSo is this terminal?
  7. 18 minutes
  8. The media channels people are using are changingGraph shows digital’s year on year growth compared to other media, startling trendConsumers are moving away from traditional channels, and your business needs to consider that
  9. This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine tradeDaily Mail has under 2million circulation in print nowSo is this terminal?
  10. The Daily Mail, with 2 million print circulation currently gets around 7,000,000 unique visitors a dayMore time is spent on mobile media by adults, than they do on newspapers and magazines combinedThis change also reflects how people are consuming media, what they respond to. Long editorials don’t work as well as short snappy interesting tidbits online.
  11. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  12. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  13. This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine tradeDaily Mail has under 2million circulation in print nowSo is this terminal?
  14. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  15. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  16. Social media is contentPeople on social share “something”Could be photos of their children, news story or video72 hours of video are uploaded to YouTube every minute25% of global YouTube views come from mobile devices
  17. Social media is contentPeople on social share “something”Could be photos of their children, news story or video72 hours of video are uploaded to YouTube every minute25% of global YouTube views come from mobile devices
  18. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  19. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  20. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  21. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  22. The Daily Mail, with 2 million print circulation currently gets around 7,000,000 unique visitors a dayMore time is spent on mobile media by adults, than they do on newspapers and magazines combinedThis change also reflects how people are consuming media, what they respond to. Long editorials don’t work as well as short snappy interesting tidbits online.
  23. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  24. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  25. This is a sobering graph for anyone with connections to the print industry and it’s echoed in the magazine tradeDaily Mail has under 2million circulation in print nowSo is this terminal?
  26. Social media is contentPeople on social share “something”Could be photos of their children, news story or video72 hours of video are uploaded to YouTube every minute25% of global YouTube views come from mobile devices
  27. Social media is contentPeople on social share “something”Could be photos of their children, news story or video72 hours of video are uploaded to YouTube every minute25% of global YouTube views come from mobile devices
  28. Has “content” moved on?eBookPDF – Printing document formatWhite paperAll these are good, if you aren’t doing any of them at least do this, but that’s nor remarkable anymore
  29. 18 minutes
  30. Reached 75,000 accounts on TwitterNearly 100,000 impressions
  31. 18 minutes
  32. 18 minutes
  33. 18 minutes
  34. 18 minutes
  35. Reached 75,000 accounts on TwitterNearly 100,000 impressions
  36. 18 minutes
  37. 18 minutes
  38. 18 minutes
  39. So we’re here, Digital is acknowldged to be importantHow is digital marketing different?How should our marketing adapt?
  40. 18 minutes
  41. 18 minutes
  42. Reached 75,000 accounts on TwitterNearly 100,000 impressions
  43. 18 minutes