10 | 18.04.2023
“Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.”
Adams on growing up
Source: Douglas Adams
11 | 18.04.2023
“Anything that’s invented between when you’re 15 and 35 is new and exciting and revolutionary and you can probably get a career in it.”
Adams on growing up
Source: Douglas Adams
12 | 18.04.2023
“Anything invented after you’re 35 is against the natural order of things.”
Adams on growing up
Source: Douglas Adams
13 | 18.04.2023
Markets are people
Source: The Business of Influence by Philip Sheldrake (Wiley 2011)
22 | 18.04.2023
Source: Content Marketing Institute: 2013 Benchmarks, Budgets and Trends
The content bandwagon
24 | 18.04.2023
“Organisations used to operate under the belief they could control how a message was communicated to an audience.”
27 | 18.04.2023
“Good marketing and public relations should be two-way (20/80 or even 10/90).”
“Critics aren’t just members of your external audience. Sometimes they’re employees.”
29 | 18.04.2023
Source: Mashable
Be careful what you ask for
31 | 18.04.2023
“A message will only resonate with an audience if the audience believes it to be sincere and authentic.”
32 | 18.04.2023
Source: Guardian
JP Morgan sees trouble ahead
34 | 18.04.2023
“In reality, organisations can plan their public relations activity and carefully craft messages and content, but control has never been possible.”
36 | 18.04.2023
Source: Greenpeace
Crowdsourced BP brand
37 | 18.04.2023
“Communication and marketing between an organisation and an audience can no longer be one-way.
It never should have been.”
40 | 18.04.2023
Source: Disgruntled Passenger 2.0, SimpliFlying
Pissed off passenger 2.0
41 | 18.04.2023
“There are no real boundaries anymore and brands have to communicate with audiences both en masse, as smaller groups and as individuals.”
“And above all, as human beings.”
53 | 18.04.2023
Media relations
Influencer relations Community
Social Business
(vision)
Stages of social development
57 | 18.04.2023
baby: no profiles and still find social media all a bit baffling and new-fangled
child: on the most popular networks and push out marketing content
teenager: social media as a communication and marketing channel
young adult: two-way engagement, likely communication, marketing and customer service. Integrated systems
grown up: the truly social organisation. Mature work-flow
Who are you?
58 | 18.04.2023
Research/Insight•Web analytics•Web research•Search insight•Social networks•Conversation• Influencers
Strategy•Define goals and objectives
•Devise means of motivation and engagement
Content•Format•Function•Content optimisation
Channels•Facebook•Twitter•LinkedIn•Google+
Engagement•Community management
•Campaign lifecycle•Social lifecycle
Evaluation•SMART Objectives•The Barcelona Principles
•Valid Metrics
Planning model
60 | 18.04.2023
“Organisations are obsessed with pushing brand and product messages. They want to appear cool and feel good about themselves rather than engage with their audiences.”
Tom Foremski
Corporate media
Top Related