The document discusses the evolving landscape of public relations (PR) and marketing, emphasizing the need to break down silos between the two fields and integrate content marketing with PR strategies. It highlights the importance of understanding big data and audience engagement in creating effective communication and storytelling. The document also outlines predictions for 2014, signaling a shift towards data-driven content strategies and real-time engagement as key trends in the industry.

1. What’s Up & Coming:
Examining the New Frontiers of PR
Social Media & PR Conference 2014, Hong Kong
27 February 2014
Erica Pompen
Senior Vice President and Asia Pacific Consultancy Director

2. Hello! from #text100
erica.pompen@text100.com.hk
hk.linkedin.com/pub/erica-pompen/3/bb7/a62
@ericapompen
Erica Pompen
Senior Vice President,
Asia Pacific Consultancy Director

3. Our Journey Today
1. Breaking down the silos
between marketing & PR
2. Content marketing & PR:
A good fit?
3. Harnessing the power of
“Big Data” in PR
4. PR & social media predictions
for 2014

4. Shifts in
technology, business and society
have changed everything

5. The way we communicate
THEN
Limited channels
Top down
Content to be consumed
Scheduled programming
Asynchronous
Interruption-based communication
Owned media NOW
Pervasive platforms
Every direction
Content to be shared
Self-directed search & discovery
Real-time
Engagement-based communication
Paid, owned and earned media

6. Our circle of influence
We
decide on
the channels

7. Today’s customers
no longer react
this way
ATTENTION
INTEREST
DESIRE
CONVICTION
CLOSE
Buyer’s journey
Classic Dynamic
AWARENESS
CONSIDERATION
LOYALTY
SUPPORT
INTENT
ADVOCACY
ACTION
Highly
fragmented
Disruptive

8. New Breed of PR Specialist
Today Tomorrow
• Build awareness, reputation,
thought leadership
• Deliver value that
supports business goals
• Understand media &
influencers
• Understand audience,
that includes customers
• Know what makes &
constitutes news
• Engaging & entertaining
storytelling skills
• Expert in specific
disciplines within PR
• A generalist, understand
the broader mix of
marketing tools
• Good writing skills • Good in both written &
visual communications
• Able to integrate
traditional and social
media
• Able to integrate owned,
earned, paid and social
media
• Track reach, impressions, Likes, fan growth • Track response rate,
leads, business results

9. PUBLIC RELATIONS
What my friends think I do? What my mom thinks I do? What the client thinks I do?
What the society thinks I do? What I think I do? What I actually do…

10. So, is it Marketing or PR?
Who owns what?
Where does the skill set sit?
How to breakdown the silos?

11. YouTube link: http://www.youtube.com/watch?v=BDbvAEcP_2k
NAB: Break Up

12. Use
content
Drive
content
Understand the Fundamental
We’re all in the content business
Lee Odden
CEO, TopRank Online Marketing
Public
Relations
Marketing
Find a common ground

13. The Future: Integrated
Align and execute on shared goals
Integration opportunities
• Messaging and story
• Content plan
• Coordinated channels
• Listening for buying signals
• Content placement
…and more

14. Content Marketing
Inroad for integration
“Traditional marketing and advertising is
TELLING the world you’re a rock star.
Content Marketing is SHOWING the world
that you are one.”
-- Robert Rose,
Content Marketing Strategist, Author, Storyteller

15. Content Marketing at a glance
• Uses informative, entertaining
and/or consultative content to
attract, acquire and engage a pre-
defined group of stakeholders
• Putting knowledge, information or
entertainment into compelling
stories
• Addresses all kinds of stakeholders
• Content can be published in any
formats, on any channels
• Brands becoming media
$118.4 billion
projected spent on
content marketing,
video marketing &
social media in 2013
91%
B2B marketers
use content
marketing
27 million
pieces of
content are
shared everyday
61% consumers
feel better, likely to
buy from a company
that delivers custom
content
Interesting
content : 1 of the
top 3 reason people
connect with brands
on social media
90%
consumers find
custom content
useful
Content Marketing Institute, AOL, Nielsen, eMarketer, Content+

16. 1 joke
15,000 retweets
20,000 Likes
Clever. Sharp
Pre-publicity: zero
Earned media: countless
430,000 copies sold: in one day
Irreplaceable

17. EARNED
MEDIA
CONTENT
Facts
Creative
Messaging Optimize
OWNED
MEDIA
PAID
MEDIA
PR GOALS
• Build awareness
• Create interest
• Drive thought
leadership
• Solicit endorsement
• Shift perception
• Educate audience
• Brand reinforcement
MARKETINGGOALS
• Sales
• Lead generation
• Lead conversion
• Traffic increase
• Customer loyalty
• Customer service
efficiency
• Employee retention
 Messaging
 Content planning
 Social media
 Promotion
 Out-of-the-box thinking
 Audience-focused
PR

18. What makes good content?
Compelling storytelling
Data-driven approach

19. BIG
DATA
Data that is too
large, complex and dynamic
for any conventional data
tools to capture,
store, manage
and analyse
The right use of Big Data
allows business
to spot trends, gather
niche insights and
make better decisions
• Find your audience
• Actionable, real-time insights
• Monitor and identify content your
audience are interested in
• Lead content marketing strategy
• Effective tracking and measurement,
and evolve
FACTS
vs.
INTUITION

20. Be
scientific,
be critical
Set
objectives
Understand,
adopt tools
Gather,
compile
data
Analyse,
interpret
into
insights
INSIGHTS
DIFFERENTIATE
ENGAGE
ASSESS
WHERE
TO START?
Master Big Data
TRANSFORM
OUR APPROACH

21. A data-driven campaign
Oversaturated IT trends did not align with on-ground reality.
DATA
COLLECTION
Qualitative &
quantitative; 87 IT
leaders
CONTENT
DEVELOPMENT
Whitepaper and
digital assets
LAUNCH
Analysts, media,
online influencers
14 pieces of media
coverage
Whitepaper reached
out to 28 analysts
Over 1,000 views
on microsite
22newsalesleads

22. 5 Key Predictions
• Data, data everywhere
• Content marketing is the new black
(and red, and green, and blue..)
• Changing channels, changing minds
• Chasing influence
• Niche goes big
The year of integration between
real-time monitoring & analysis,
content creation and
amplification
2014

23. Our Lessons
• Don’t just think integrated, act now!
• PR is in a strong position to transform, embrace
integration
• Immediate opportunities for data-driven content
amplification and channel integration
• By combining the valuable insights, we have the
power to differentiate our business and effectively
engage our audience with measurable impact

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http://www.text100.com/hypertext
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