Reality Check: 5 PR Imperatives
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Transcript of Reality Check: 5 PR Imperatives
Kevin Dugan, APREmpower MediaMarketingIPRLS | 04.01.11
Reality Check: Five PR Imperatives
@empowermm
@empowermm
Five PR Imperatives
Today’s Topics
Brands “it’s about more than you”
Media Channels are no longer in silos
Content is not (just) what you say
Social Media is more than online
Change is not a linear, annual exercise
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Half-Full
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Used with Permission: http://www.flickr.com/photos/ashraichura/3073414602
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“It’s About More Than You”
1) Brand Imperatives
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Brand Imperatives
Open Leadership: “Giving Up Control Requires More Rigor, Not Less”
• Operational process
• The rules and the game
• True understanding of
• Customer
• Brand
• Business Goals
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Brand Imperatives
Inside-Out Process: Employees must understand
• Policy – What they can’t do
• Training – What they can do
• Plans – An overview of the external social media program and how they fit into it
Social Voice: This is not brand voice; this is a person indirectly reinforcing your brand
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Brand Imperatives
Social Voice: Someone you can Google
Brand Voice Social Voice
Brand accurately reflected Manifested in several real people
Single, anonymous, one-way Brand is more human in social
Consistent across touch points
Engaging and two-way
Unique to the company Listens, learns and interacts
− Social Media for Dummies, Shiv Singh
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Channels Are No Longer In Silos
2) Media Imperatives
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Media Imperatives
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•Display Ads
•Paid Search
•Targeting
•Video Pre-Roll, Mobile
Online Paid Placements
• TV
•Print, All Other
•Owned Media (In Store)
Offline Media
• Product performance
• Customer Service
• Online Experience/Utility
• Employee Interaction
Experience and Service
Driven
• Brand Advocacy
• News/Media Coverage
• Blog Coverage
• Brand Expert or Maven
Influencer
& Influencer
Driven
NMIncite 2010, Pete Blackshaw
Paid Media Owned Media Earned MediaTraditional, Online, All Forms In-Store, Websites, Content Conversation, PR, Search Results
•Home Depot YouTube Channel
•Website/Blog/Newsletters
•CRM Database
Brand Content & Services
• Apple Genius Bar
• Packaging/Display
• Video Demonstrations
• Experential
Brand Assets & In-Store
Metrics & KPIs that Matter in an Paid/Owned/Earned World
Traditional Brand Readiness Brand Agility Brand Advocacy Brand Latency
Reach, frequency, opinion, GRP, clicks,
visits
Is the brand primed to drive incremental value in
anticipation of paid media.
Can the brand flexibly sense and respond to early signals (and
drive more value)
Do customers advertise & recommend for brand.Who, how & where?
Does the media live in perpetuity, or position
itself in purchase funnel.
Media Imperatives
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Media Imperatives
To integrate across media, we must be more flexible about how content, consumers and technology connect with a brand.
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Is Not (Just) What You Say
3) Content Imperatives
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Content Imperatives
Brands compete online withmore than 1.6 billion messages.
EVERY. Single. Day.
1.5 billion via Facebook
3,000+ press releases distributed, 50,400 videohours uploaded to YouTube, 750,000 photosuploaded to Facebook, 900,000 blog posts are published and 140 million tweets posted on Twitter
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Content Imperatives
Syndication: Sharing from one person to many networks, moving from RSS/aggregation to filters/ curated content
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Content Imperatives
Search Skills Critical
• Organic search skills needs to become 2nd nature to PR, like AP Style
• Paid search applies for crisis communication
• Search can help with metrics/analytics
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Content Imperatives
Traditional/Mainstream: Decimated, evolving
Citizen-Fortified (organized): Helps traditional with hyper-local content
Consumer-Generated (unorganized): Passionate, well-received as highly transparent/genuine
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Content Imperatives
Brand: Shifting from advertorial to games, feature films and substance (Wal-Mart, Converse, IKEA)
Unconventional Formats: Brandsuncomfortable with comments,Flickr protests, tweets, randomconsumer insight
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Content Imperatives
Role Revolution
• Agencies: Becoming Publishers, Unconventional Roles like record label, Venture Capitalist for client
• Consumers: Looking for more, customized to their needs – yet they have less attention
• Media: Collaborating on projects (Forbes blogs)
• Brand: Creating their own media outlets like P&G’s Man of the House, Adobe’s CMO.com
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It’s More Than Online
4) Social Media Imperatives
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Social Media Imperatives
People using technology to do online…
…many of the things they do offline
Platforms Blogging Social Networks/Geo-Location
Video/ Photo/ Audio Sharing
Communities/ Wikis
Online Gaming/ VirtualWorlds
Sites Twitter, Blogger, Wordpress
Facebook,MySpace, LinkedIn
Youtube, Flickr Wikipedia,Cincy Moms Like Me
Club Penguin, Second Life
Behaviors Amplified
Create Connect Collaborate React Organize
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Social Media Imperatives
Social Media is an engagement platform; not broadcast
It’s not about every channel. It’s about the right channel(s)
Social media is a line to the consumer that leads offline; mobile connects the two
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From a “1984” fear of one organization monitoring our every move;
to actively recording our every move for multiple organizations:
• Status updates
• Check-ins
• Food/Music/TV/Movies
• Travel schedule
• Bathroom habits
Social Media Imperatives
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Personal vs. Professional
• 9 to 5 vs. 24/7
• Freedom vs. always on
• Facebook vs. LinkedIn
Social Media Imperatives
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Social Media Imperatives
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It’s Not A Linear, Annual Exercise
5) Change Imperatives
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Change Imperatives
A Five-Year Prediction, from 2005Facebook will have 600MM members, a movie and more display ad revenue than Yahoo. The newly launched YouTube will get more searches than Yahoo.
Foursquare: 2009
iTunes App Store: 2008
Twitter: 2006
YouTube: 2005
Facebook: 2004
LinkedIn: 2003
iTunes: 2001
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Change Imperatives
Redefine: Expand consumer focus from campaign/transaction to include committed/ relationship
Co-Create: Give consumers tools to create content and shape the brand in small ways
Iterate: Consider ongoing change and the ability to better test and learn from “new”
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Change Imperatives
Get Involved: Help shape future of issues
• Ethics, professional growth: PRSA
• Privacy: Electronic Privacy Information Center
• Content Quality Standards: Internet Content Syndication Council
• Transparency: Federal Communications Commission
• Industry-Wide Metrics: ANA, 4A’s IAB joint venture
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Change Imperatives
Change is constant (Heraclitus, 500 b.c.)
Consider new rules for new tools, but never throw out the golden rules
Test and learn vs. experiment
When in doubt, follow the consumer – not your competitor
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For More…
@prblog
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@badpitch
The Bad Pitch Blogbadpitch.blogspot.com
Social Studyempowermm.posterous.com
Strategic PR prblog.typepad.com
Twitter Blogs
Kevin Dugan, APREmpower MediaMarketingIPRLS | 04.01.11
Reality Check: Five PR Imperatives