The New PR: Integration Strategies That Work

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Your Presenters

Heidi SullivanSVP, Digital Content

Cision@hksully

Scott LivingstonSVP, Product Marketing

Cision

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What is Integrated Communications?

Consistent strategy and messaging across mediums

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PR Professionals - Tomorrow’s Skills

Today Tomorrow

Led by the Head of PR

Led by the CMO

Focused on Earned Media

Focused on Converged

Media

Budget Devoted to

Staff, Creative

Budget Devoted to

Technology, Content &

Advertising

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PR Needs a Makeover.

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What are we looking for? Why do we need to change?

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You can’t have an audience without people.

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And you can’t have effective

marketing if you can’t reach those

people.#cisionwebinar

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There is no more silver bullet.

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Sharing content outside your circles

My mom

My coworkers

My friendsTheir friends

My fans

My customers

The people I don’t even know yet

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Is your content reaching your intended audience?

Google increased the importance of

original content when they

determine Search Engine Results Page#cisionwebinar

“If the news is that important, it will find me.”

- A college student in an article by Brian Stelter in the New York Times, March 2008 

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90% Of Customers Say Buying Decisions Are Influenced By Online Reviews

Source: Dimensional Research

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am·pli·fy: to increase the strength or

amount of; especially: to make louder.”

- Merriam-Webster

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Why Influencers?

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The tip of the iceberg

1% of any population will be active content creators

9% will be participants

90% will simply "consume" that content online

- Rohit Bhargava, Influential Marketing Blog

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The Hush Puppy ConceptNo, not these: These:

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The Hush Puppy Concept

1994 – Hush Puppies struggling as a brand

A few NYC hipsters started wearing them

Spread to NYC fashion, then the rest of the country

Sales exploded by 5000% in 2 years

Q: Do influencers start trends?

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Duncan Watts’ Online Music Download Study

• 14,000 participants rank 48 songs• When not provided with others’ ranks, results

were completely random• When provided with group ranks, users

followed the herd and word of mouth took over

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Do influencers truly influence the masses?

Malcolm Gladwell: Law of the Few“The success of any kind of social epidemic is heavily

dependent on the involvement of people with a particular and rare set of social gifts.”

VS

Duncan Watts: Trends are Unpredictable“A rare bunch of cool people just don’t have that power.

And when you test the way marketers say the world works, it falls apart.”

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Who is right: Watts or Gladwell?

Both. Trends still begin with a small few and are spread by those with connections.

Influencers can change over time – and anyone can become an influencer.

However, a general rule of thumb is that influencers tend to talk to each other.

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To identify our

influencers, we need to identify our

tribe.

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Know your niche – the devil is in the details

General 23%

Specific 77%

Source: Cision Media Research

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What story does your audience need to hear?

DecisionIntentConsiderationAwareness

Path to Purchase

Display clicks Email

Social

Referral

Paid Search

Organic Search

Direct

Acts more as anASSIST INTERACTION

Acts more as aCONVERSION INTERACTION

Source: The Customer Journey to Online Purchase, Googlewww.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html #cisionwebinar

Cost-Center Metricsvs. Profit-Center Metrics

Cost-Center Metrics• Advertising Value Equivalency

(AVE)

• Followers on social media

• “Vanity Metrics

Profit Center Metrics• Sales leads

• Revenue

• Metrics that measure awareness

and action #cisionwebinar

Questions?

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