Online PR: Engaging customers in the digital era
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Transcript of Online PR: Engaging customers in the digital era
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CraftedPRESENTATION
How is PR changing?
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Ultimately it’s a story
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But PR needs to adapt
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UNDER THE INFLUENCE OF DIGITAL, PR ISTRANSFORMING
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CraftedPRESENTATION
http://www.flickr.com/photos/joeandsarah/
Everything is amplified
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Source: http://www.flickr.com/photos/usnationalarchives/
CraftedPRESENTATION
YOU CAN’T JUST BLOW YOUR OWN TRUMPET
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Source: http://www.flickr.com/photos/hoteldelapaixgeneve/
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INFINITE CHOICE
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Why the rush towards digital?
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Source: Pew Research Center
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Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html
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Source: http://www.guardian.co.uk/media/abcs
We’re moving online
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CraftedPRESENTATION
TRADITIONALPR
ONLINEPR
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http://www.flickr.com/photos/13476480@N07/
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PR IS LIKE A DINNER PARTY
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What your business is
interested in
What your customers are interested in
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PR in the digital age
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MACRO &
MICRO
PUBLIC RELATIONS
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SOCIAL MEDIA
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YOU CAN TURNIT AROUND
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CraftedPRESENTATION
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
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Source: http://www.flickr.com/photos/the-wanderers-eye/
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OFFLINE OR ONLINE?
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CraftedPRESENTATION
Where do I begin?
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We all start somewhere
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#1 - Planning
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taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
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In god we trust… all others bring data
Edward Deming
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ONLY 11% OF MARKETING DECISIONS
ARE BASED ON DATA
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Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing 2013
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#2 – Leverage any opportunity
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CraftedPRESENTATION
3185 shares
1545 tweets
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#3 – Show what you hide
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http://www.youtube.com/watch?v=oSd0keSj2W8
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#4 – Create your own news
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Note: details matter
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#5 – Think beyond words
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taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
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CONTENT IS CUSTOMER SERVICE
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#6 – Sometimes, normal is OK
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70 20 10
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#7 – Listen
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http://www.google.co.uk/trends/explore
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CONTENT IS CUSTOMER SERVICE
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CONTENT IS CUSTOMER SERVICE
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#8 – Identify influencers
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CONTENT IS CUSTOMER SERVICE
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INFLUENCE
INFLUENCE
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#9 – Reach out
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CONTENT IS CUSTOMER SERVICE
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#10 – Evaluate
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http://www.flickr.com/photos/crystiancruz/
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#11 – Get reading
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CraftedPRESENTATION
The Business of InfluencePhilip Sheldrake
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CONTENT IS CUSTOMER SERVICE
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