SlideShare ist ein Scribd-Unternehmen logo
1 von 39
Downloaden Sie, um offline zu lesen
Reality Check:
Five PR
Imperatives
Kevin Dugan, APR
Empower MediaMarketing
IPRLS | 04.01.11
@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


                                            @empowermm
Half-Full




            @empowermm
Used with Permission: http://www.flickr.com/photos/ashraichura/3073414602
                                                                            @empowermm
“It’s About More Than You”

1) Brand Imperatives


                             @empowermm
@empowermm
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


                                          @empowermm
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


                                                @empowermm
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      Engaging and two-way
points
Unique to the company        Listens, learns and interacts

                             − Social Media for Dummies, Shiv Singh
                                                               @empowermm
Channels Are No Longer In Silos

2) Media Imperatives


                                  @empowermm
@empowermm
Media Imperatives




                    @empowermm
Media Imperatives
            Paid Media                                      Owned Media                                     Earned Media
    Traditional, Online, All Forms                        In-Store, Websites, Content                  Conversation, PR, Search Results


                •Display Ads                                          •Home Depot YouTube
                                                         Brand                                                          • Product performance
                •Paid Search                                          Channel                           Experience
Online Paid                                            Content &                                                        • Customer Service
                •Targeting                                            •Website/Blog/Newsletters         and Service
Placements                                              Services                                          Driven        • Online Experience/Utility
                •Video Pre-Roll, Mobile                               •CRM Database                                     • Employee Interaction


                                                                     • Apple Genius Bar                                 • Brand Advocacy
                • TV                                                                                     Influencer
  Offline                                         Brand Assets • Packaging/Display                                      • News/Media Coverage
                •Print, All Other                  & In-Store • Video Demonstrations                    & Influencer
  Media                                                                                                                 • Blog Coverage
                •Owned Media (In Store)                              • Experential                        Driven        • Brand Expert or Maven




                          Metrics & KPIs that Matter in an Paid/Owned/Earned World
   Traditional              Brand Readiness                        Brand Agility                  Brand Advocacy               Brand Latency
 Reach, frequency,      Is the brand primed to drive      Can the brand flexibly sense and   Do customers advertise &        Does the media live in
opinion, GRP, clicks,        incremental value in          respond to early signals (and      recommend for brand.           perpetuity, or position
       visits            anticipation of paid media.             drive more value)             Who, how & where?           itself in purchase funnel.

                                                            NMIncite 2010, Pete Blackshaw
                                                                                                                                      @empowermm
@empowermm
Media Imperatives
 To integrate across media, we must be more
 flexible about how content, consumers and
 technology connect with a brand.




                                          @empowermm
Is Not (Just) What You Say

3) Content Imperatives


                             @empowermm
Content Imperatives
           Brands compete online with
          more than 1.6 billion messages.
 EVERY. Single. Day.
 1.5 billion via Facebook
 3,000+ press releases distributed, 50,400 video
 hours uploaded to YouTube, 750,000 photos
 uploaded to Facebook, 900,000 blog posts are
 published and 140 million tweets posted on Twitter

                                              @empowermm
Content Imperatives
 Syndication: Sharing from one person to many
 networks, moving from RSS/aggregation to filters/
 curated content




                                            @empowermm
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




                                               @empowermm
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



                                              @empowermm
@empowermm
Content Imperatives
 Brand: Shifting from advertorial to games, feature
 films and substance (Wal-Mart, Converse, IKEA)

 Unconventional Formats: Brands
 uncomfortable with comments,
 Flickr protests, tweets, random
 consumer insight



                                            @empowermm
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
                                                   @empowermm
@empowermm
It’s More Than Online

4) Social Media Imperatives


                              @empowermm
Social Media Imperatives
   People using technology to do online…
Platforms Blogging     Social       Video/ Photo/     Communities/ Online
                       Networks/    Audio Sharing     Wikis        Gaming/
                       Geo-Location                                Virtual
                                                                   Worlds
Sites       Twitter,  Facebook,     Youtube, Flickr   Wikipedia,   Club
            Blogger,  MySpace,                        Cincy Moms   Penguin,
            Wordpress LinkedIn                        Like Me      Second Life


…many of the things they do offline
Behaviors     Create   Connect      Collaborate       React        Organize
Amplified

                                                                    @empowermm
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



                                               @empowermm
Social Media Imperatives
 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
                                            @empowermm
Social Media Imperatives
 Personal vs. Professional
  • 9 to 5 vs. 24/7
  • Freedom vs. always on
  • Facebook vs. LinkedIn




                             @empowermm
Social Media Imperatives




                           @empowermm
It’s Not A Linear, Annual Exercise

5) Change Imperatives


                                     @empowermm
Change Imperatives
A Five-Year Prediction, from 2005
Facebook 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
                                                      @empowermm
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”

                                             @empowermm
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
                                                @empowermm
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


                                               @empowermm
@empowermm
For More…
     Twitter           Blogs
 @prblog       The Bad Pitch Blog
 @empowermm    badpitch.blogspot.com
 @badpitch     Social Study
               empowermm.posterous.com
               Strategic PR
               prblog.typepad.com




                                 @empowermm
Reality Check:
Five PR
Imperatives
Kevin Dugan, APR
Empower MediaMarketing
IPRLS | 04.01.11

Weitere ähnliche Inhalte

Was ist angesagt?

How to excel at event marketing with social media
How to excel at event marketing with social mediaHow to excel at event marketing with social media
How to excel at event marketing with social mediaConstant Contact
 
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing AppsViral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing AppsJosh Jeffryes
 
Engagement: The Key to Success in 2010
Engagement: The Key to Success in 2010Engagement: The Key to Success in 2010
Engagement: The Key to Success in 2010Marketwired
 
The Changing World of Business Blogging
The Changing World of Business BloggingThe Changing World of Business Blogging
The Changing World of Business BloggingMarketwired
 
You Need A Strategy, Dammit, Not A Twitter Account
You Need A Strategy, Dammit, Not A Twitter AccountYou Need A Strategy, Dammit, Not A Twitter Account
You Need A Strategy, Dammit, Not A Twitter AccountNTEN
 
Viral loop - From 0 to 1 million users
Viral loop - From 0 to 1 million usersViral loop - From 0 to 1 million users
Viral loop - From 0 to 1 million usersAdrian Teh
 
Intro to Social Media, Social Media Tools, Social Media Campaign
Intro to Social Media, Social Media Tools, Social Media CampaignIntro to Social Media, Social Media Tools, Social Media Campaign
Intro to Social Media, Social Media Tools, Social Media CampaignRebecka Anderson
 
B2B social media marketing warren knight
B2B social media marketing warren knightB2B social media marketing warren knight
B2B social media marketing warren knightCIM East of England
 
Content Strategy For Non-Profits
Content Strategy For Non-ProfitsContent Strategy For Non-Profits
Content Strategy For Non-ProfitsTonya Cauduro
 
Do Users Really Generate Content? Tips and Tools for Building Engaged Online ...
Do Users Really Generate Content? Tips and Tools for Building Engaged Online ...Do Users Really Generate Content? Tips and Tools for Building Engaged Online ...
Do Users Really Generate Content? Tips and Tools for Building Engaged Online ...Laura Norvig
 
Using Social Media For Business
Using Social Media For BusinessUsing Social Media For Business
Using Social Media For BusinessJon Payne
 
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final SlidesSecret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final SlidesBeth Kanter
 
Social Media Warren Knight Digital Bootcamp April 2012
Social Media Warren Knight Digital Bootcamp April 2012Social Media Warren Knight Digital Bootcamp April 2012
Social Media Warren Knight Digital Bootcamp April 2012CIM East of England
 
Effective Marketing Communications on a Shoestring
Effective Marketing Communications on a ShoestringEffective Marketing Communications on a Shoestring
Effective Marketing Communications on a Shoestring4Good.org
 
Succeeding with Social Media in Orlando, FL
Succeeding with Social Media in Orlando, FLSucceeding with Social Media in Orlando, FL
Succeeding with Social Media in Orlando, FLErica Campbell Byrum
 
Social Networking Methods And Strategies For Sharing
Social Networking Methods And Strategies For SharingSocial Networking Methods And Strategies For Sharing
Social Networking Methods And Strategies For Sharingguest25967d
 
Social Media: What Why and How
Social Media: What Why and HowSocial Media: What Why and How
Social Media: What Why and HowLaura Norvig
 

Was ist angesagt? (20)

How to excel at event marketing with social media
How to excel at event marketing with social mediaHow to excel at event marketing with social media
How to excel at event marketing with social media
 
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing AppsViral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
 
Engagement: The Key to Success in 2010
Engagement: The Key to Success in 2010Engagement: The Key to Success in 2010
Engagement: The Key to Success in 2010
 
The Changing World of Business Blogging
The Changing World of Business BloggingThe Changing World of Business Blogging
The Changing World of Business Blogging
 
You Need A Strategy, Dammit, Not A Twitter Account
You Need A Strategy, Dammit, Not A Twitter AccountYou Need A Strategy, Dammit, Not A Twitter Account
You Need A Strategy, Dammit, Not A Twitter Account
 
Viral loop - From 0 to 1 million users
Viral loop - From 0 to 1 million usersViral loop - From 0 to 1 million users
Viral loop - From 0 to 1 million users
 
Intro to Social Media, Social Media Tools, Social Media Campaign
Intro to Social Media, Social Media Tools, Social Media CampaignIntro to Social Media, Social Media Tools, Social Media Campaign
Intro to Social Media, Social Media Tools, Social Media Campaign
 
B2B social media marketing warren knight
B2B social media marketing warren knightB2B social media marketing warren knight
B2B social media marketing warren knight
 
Content Strategy For Non-Profits
Content Strategy For Non-ProfitsContent Strategy For Non-Profits
Content Strategy For Non-Profits
 
Social Media 101 For Business 2.0 in Singapore
Social Media 101 For Business 2.0 in SingaporeSocial Media 101 For Business 2.0 in Singapore
Social Media 101 For Business 2.0 in Singapore
 
Do Users Really Generate Content? Tips and Tools for Building Engaged Online ...
Do Users Really Generate Content? Tips and Tools for Building Engaged Online ...Do Users Really Generate Content? Tips and Tools for Building Engaged Online ...
Do Users Really Generate Content? Tips and Tools for Building Engaged Online ...
 
Using Social Media For Business
Using Social Media For BusinessUsing Social Media For Business
Using Social Media For Business
 
Secret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final SlidesSecret Sauce: Chicago Workshop Final Slides
Secret Sauce: Chicago Workshop Final Slides
 
Cepg social-media-101
Cepg social-media-101Cepg social-media-101
Cepg social-media-101
 
Social Media Warren Knight Digital Bootcamp April 2012
Social Media Warren Knight Digital Bootcamp April 2012Social Media Warren Knight Digital Bootcamp April 2012
Social Media Warren Knight Digital Bootcamp April 2012
 
Effective Marketing Communications on a Shoestring
Effective Marketing Communications on a ShoestringEffective Marketing Communications on a Shoestring
Effective Marketing Communications on a Shoestring
 
Succeeding with Social Media in Orlando, FL
Succeeding with Social Media in Orlando, FLSucceeding with Social Media in Orlando, FL
Succeeding with Social Media in Orlando, FL
 
Social Networking Methods And Strategies For Sharing
Social Networking Methods And Strategies For SharingSocial Networking Methods And Strategies For Sharing
Social Networking Methods And Strategies For Sharing
 
Social Media: What Why and How
Social Media: What Why and HowSocial Media: What Why and How
Social Media: What Why and How
 
Cepg social-media-101
Cepg social-media-101Cepg social-media-101
Cepg social-media-101
 

Andere mochten auch

Top 40 Kick-Ass #PR Quotes of 2014
Top 40 Kick-Ass #PR Quotes of 2014Top 40 Kick-Ass #PR Quotes of 2014
Top 40 Kick-Ass #PR Quotes of 2014eReleases
 
Tipps zur Zusammenarbeit mit PR-Agenturen
Tipps zur Zusammenarbeit mit PR-AgenturenTipps zur Zusammenarbeit mit PR-Agenturen
Tipps zur Zusammenarbeit mit PR-AgenturenWalter Visuelle PR GmbH
 
Lesson Plan - Interpersonal Communication
Lesson Plan - Interpersonal CommunicationLesson Plan - Interpersonal Communication
Lesson Plan - Interpersonal Communicationhaven832
 
Lesson plan year 11 english - merchant of venice
Lesson plan   year 11 english - merchant of veniceLesson plan   year 11 english - merchant of venice
Lesson plan year 11 english - merchant of veniceChristopher Waugh
 
How to prep an effective kickoff workshop in 3 steps – UX Camp CPH
How to prep an effective kickoff workshop in 3 steps – UX Camp CPHHow to prep an effective kickoff workshop in 3 steps – UX Camp CPH
How to prep an effective kickoff workshop in 3 steps – UX Camp CPHMagdalena Zadara
 
Lesson plan in english
Lesson plan in englishLesson plan in english
Lesson plan in englishcagonzales
 
A Detailed Lesson Plan in English IV
A Detailed Lesson Plan in English IVA Detailed Lesson Plan in English IV
A Detailed Lesson Plan in English IVRachel Ann Santos
 
A detailed lesson plan in english
A detailed lesson plan in englishA detailed lesson plan in english
A detailed lesson plan in englishGlenn Ryan Zausa
 

Andere mochten auch (12)

Top 40 Kick-Ass #PR Quotes of 2014
Top 40 Kick-Ass #PR Quotes of 2014Top 40 Kick-Ass #PR Quotes of 2014
Top 40 Kick-Ass #PR Quotes of 2014
 
Tipps zur Zusammenarbeit mit PR-Agenturen
Tipps zur Zusammenarbeit mit PR-AgenturenTipps zur Zusammenarbeit mit PR-Agenturen
Tipps zur Zusammenarbeit mit PR-Agenturen
 
Lesson Plan - Interpersonal Communication
Lesson Plan - Interpersonal CommunicationLesson Plan - Interpersonal Communication
Lesson Plan - Interpersonal Communication
 
Lesson plan year 11 english - merchant of venice
Lesson plan   year 11 english - merchant of veniceLesson plan   year 11 english - merchant of venice
Lesson plan year 11 english - merchant of venice
 
How to prep an effective kickoff workshop in 3 steps – UX Camp CPH
How to prep an effective kickoff workshop in 3 steps – UX Camp CPHHow to prep an effective kickoff workshop in 3 steps – UX Camp CPH
How to prep an effective kickoff workshop in 3 steps – UX Camp CPH
 
MMPR & MMTEXT. Die Kommunikationsagentur. Eigendarstellung
MMPR & MMTEXT. Die Kommunikationsagentur. EigendarstellungMMPR & MMTEXT. Die Kommunikationsagentur. Eigendarstellung
MMPR & MMTEXT. Die Kommunikationsagentur. Eigendarstellung
 
Imperatives
ImperativesImperatives
Imperatives
 
Lesson plan in english
Lesson plan in englishLesson plan in english
Lesson plan in english
 
Imperatives
ImperativesImperatives
Imperatives
 
A Detailed Lesson Plan in English IV
A Detailed Lesson Plan in English IVA Detailed Lesson Plan in English IV
A Detailed Lesson Plan in English IV
 
A detailed lesson plan in english
A detailed lesson plan in englishA detailed lesson plan in english
A detailed lesson plan in english
 
Sample Detailed Lesson Plan
Sample Detailed Lesson PlanSample Detailed Lesson Plan
Sample Detailed Lesson Plan
 

Ähnlich wie Reality Check: 5 PR Imperatives

Blending social media with traditional marketing
Blending social media with traditional marketingBlending social media with traditional marketing
Blending social media with traditional marketingAri Newman
 
Emerging Portfolio Trends 2011
Emerging Portfolio Trends 2011Emerging Portfolio Trends 2011
Emerging Portfolio Trends 2011kfolkman
 
Using social media_to_launch_your_campaign_or_
Using social media_to_launch_your_campaign_or_Using social media_to_launch_your_campaign_or_
Using social media_to_launch_your_campaign_or_Women Online
 
Social Media Overview (Women Business Leaders)
Social Media Overview (Women Business Leaders)Social Media Overview (Women Business Leaders)
Social Media Overview (Women Business Leaders)Caroline Cummings
 
Content Supply Chain Webinar Summary
Content Supply Chain Webinar Summary Content Supply Chain Webinar Summary
Content Supply Chain Webinar Summary ComBlu, Inc.
 
Social Media Measurment for Solo Practitioners
Social Media Measurment for Solo PractitionersSocial Media Measurment for Solo Practitioners
Social Media Measurment for Solo PractitionersKami Watson Huyse, APR
 
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...Lisa Grimm
 
E commerce Tactics - A Zappos.com Analysis
E commerce Tactics - A Zappos.com AnalysisE commerce Tactics - A Zappos.com Analysis
E commerce Tactics - A Zappos.com AnalysisMaya Mikati
 
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011Alan Weinkrantz
 
How to embed social media in your business? Orange Digital corner at Women's ...
How to embed social media in your business? Orange Digital corner at Women's ...How to embed social media in your business? Orange Digital corner at Women's ...
How to embed social media in your business? Orange Digital corner at Women's ...the bureau, digital agency
 
Doman_Social Media Marketing
Doman_Social Media MarketingDoman_Social Media Marketing
Doman_Social Media Marketingdandoman
 
Social Media as Customer-Driven Innovation
Social Media as Customer-Driven InnovationSocial Media as Customer-Driven Innovation
Social Media as Customer-Driven InnovationGet Satisfaction
 
WLE Exeter Library 19th nov
WLE Exeter Library 19th novWLE Exeter Library 19th nov
WLE Exeter Library 19th novGet up to Speed
 
Social Shopping at Media140
Social Shopping at Media140Social Shopping at Media140
Social Shopping at Media140Tommy Tudehope
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small BusinessCaroline Cummings
 
4Ps of Social Marketing July 2012
4Ps of Social Marketing July 20124Ps of Social Marketing July 2012
4Ps of Social Marketing July 2012Jonathan Milne
 
Marquette Social Listening presentation
Marquette Social Listening presentationMarquette Social Listening presentation
Marquette Social Listening presentation7Summits
 

Ähnlich wie Reality Check: 5 PR Imperatives (20)

Blending social media with traditional marketing
Blending social media with traditional marketingBlending social media with traditional marketing
Blending social media with traditional marketing
 
Emerging Portfolio Trends 2011
Emerging Portfolio Trends 2011Emerging Portfolio Trends 2011
Emerging Portfolio Trends 2011
 
Using social media_to_launch_your_campaign_or_
Using social media_to_launch_your_campaign_or_Using social media_to_launch_your_campaign_or_
Using social media_to_launch_your_campaign_or_
 
Social Media Overview (Women Business Leaders)
Social Media Overview (Women Business Leaders)Social Media Overview (Women Business Leaders)
Social Media Overview (Women Business Leaders)
 
Kellogg exec ...creating digital mkt strategy final 11 14-11
Kellogg exec ...creating digital mkt strategy final  11 14-11Kellogg exec ...creating digital mkt strategy final  11 14-11
Kellogg exec ...creating digital mkt strategy final 11 14-11
 
Content Supply Chain Webinar Summary
Content Supply Chain Webinar Summary Content Supply Chain Webinar Summary
Content Supply Chain Webinar Summary
 
Social Media Measurment for Solo Practitioners
Social Media Measurment for Solo PractitionersSocial Media Measurment for Solo Practitioners
Social Media Measurment for Solo Practitioners
 
Future of 'Social Media' - 2012
Future of 'Social Media' - 2012Future of 'Social Media' - 2012
Future of 'Social Media' - 2012
 
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...
 
E commerce Tactics - A Zappos.com Analysis
E commerce Tactics - A Zappos.com AnalysisE commerce Tactics - A Zappos.com Analysis
E commerce Tactics - A Zappos.com Analysis
 
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011
 
How to embed social media in your business? Orange Digital corner at Women's ...
How to embed social media in your business? Orange Digital corner at Women's ...How to embed social media in your business? Orange Digital corner at Women's ...
How to embed social media in your business? Orange Digital corner at Women's ...
 
Embedding Social Media
Embedding Social MediaEmbedding Social Media
Embedding Social Media
 
Doman_Social Media Marketing
Doman_Social Media MarketingDoman_Social Media Marketing
Doman_Social Media Marketing
 
Social Media as Customer-Driven Innovation
Social Media as Customer-Driven InnovationSocial Media as Customer-Driven Innovation
Social Media as Customer-Driven Innovation
 
WLE Exeter Library 19th nov
WLE Exeter Library 19th novWLE Exeter Library 19th nov
WLE Exeter Library 19th nov
 
Social Shopping at Media140
Social Shopping at Media140Social Shopping at Media140
Social Shopping at Media140
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small Business
 
4Ps of Social Marketing July 2012
4Ps of Social Marketing July 20124Ps of Social Marketing July 2012
4Ps of Social Marketing July 2012
 
Marquette Social Listening presentation
Marquette Social Listening presentationMarquette Social Listening presentation
Marquette Social Listening presentation
 

Mehr von Kevin Dugan

How to Survive the Zombie Pitch Apocalypse
How to Survive the Zombie Pitch ApocalypseHow to Survive the Zombie Pitch Apocalypse
How to Survive the Zombie Pitch ApocalypseKevin Dugan
 
Influencer #Throwdown: Defining Influence Once & For All - SXSWi 2011
Influencer #Throwdown: Defining Influence Once & For All - SXSWi 2011Influencer #Throwdown: Defining Influence Once & For All - SXSWi 2011
Influencer #Throwdown: Defining Influence Once & For All - SXSWi 2011Kevin Dugan
 
Bad Pitch Paradox
Bad Pitch ParadoxBad Pitch Paradox
Bad Pitch ParadoxKevin Dugan
 
A Pragmatic Solution to Cincinnati Syndrome
A Pragmatic Solution to Cincinnati SyndromeA Pragmatic Solution to Cincinnati Syndrome
A Pragmatic Solution to Cincinnati SyndromeKevin Dugan
 
Hack vs. Flack...a social media point/counterpoint
Hack vs. Flack...a social media point/counterpointHack vs. Flack...a social media point/counterpoint
Hack vs. Flack...a social media point/counterpointKevin Dugan
 
Messages that Matter
Messages that MatterMessages that Matter
Messages that MatterKevin Dugan
 
What's Your Story?
What's Your Story?What's Your Story?
What's Your Story?Kevin Dugan
 
What can social media do for you?
What can social media do for you?What can social media do for you?
What can social media do for you?Kevin Dugan
 
PR 2.0: Mixing Business with Social Media
PR 2.0: Mixing Business with Social MediaPR 2.0: Mixing Business with Social Media
PR 2.0: Mixing Business with Social MediaKevin Dugan
 
Extreme Media Relations Makeover
Extreme Media Relations MakeoverExtreme Media Relations Makeover
Extreme Media Relations MakeoverKevin Dugan
 

Mehr von Kevin Dugan (12)

How to Survive the Zombie Pitch Apocalypse
How to Survive the Zombie Pitch ApocalypseHow to Survive the Zombie Pitch Apocalypse
How to Survive the Zombie Pitch Apocalypse
 
Influencer #Throwdown: Defining Influence Once & For All - SXSWi 2011
Influencer #Throwdown: Defining Influence Once & For All - SXSWi 2011Influencer #Throwdown: Defining Influence Once & For All - SXSWi 2011
Influencer #Throwdown: Defining Influence Once & For All - SXSWi 2011
 
Bad Pitch Paradox
Bad Pitch ParadoxBad Pitch Paradox
Bad Pitch Paradox
 
A Pragmatic Solution to Cincinnati Syndrome
A Pragmatic Solution to Cincinnati SyndromeA Pragmatic Solution to Cincinnati Syndrome
A Pragmatic Solution to Cincinnati Syndrome
 
Hack vs. Flack...a social media point/counterpoint
Hack vs. Flack...a social media point/counterpointHack vs. Flack...a social media point/counterpoint
Hack vs. Flack...a social media point/counterpoint
 
Messages that Matter
Messages that MatterMessages that Matter
Messages that Matter
 
What's Your Story?
What's Your Story?What's Your Story?
What's Your Story?
 
Smart Pitch
Smart PitchSmart Pitch
Smart Pitch
 
What can social media do for you?
What can social media do for you?What can social media do for you?
What can social media do for you?
 
PR 2.0: Mixing Business with Social Media
PR 2.0: Mixing Business with Social MediaPR 2.0: Mixing Business with Social Media
PR 2.0: Mixing Business with Social Media
 
We>Me
We>MeWe>Me
We>Me
 
Extreme Media Relations Makeover
Extreme Media Relations MakeoverExtreme Media Relations Makeover
Extreme Media Relations Makeover
 

Kürzlich hochgeladen

Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 

Kürzlich hochgeladen (20)

Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 

Reality Check: 5 PR Imperatives

  • 1. Reality Check: Five PR Imperatives Kevin Dugan, APR Empower MediaMarketing IPRLS | 04.01.11
  • 3. 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 @empowermm
  • 4. Half-Full @empowermm
  • 5. Used with Permission: http://www.flickr.com/photos/ashraichura/3073414602 @empowermm
  • 6. “It’s About More Than You” 1) Brand Imperatives @empowermm
  • 8. 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 @empowermm
  • 9. 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 @empowermm
  • 10. 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 Engaging and two-way points Unique to the company Listens, learns and interacts − Social Media for Dummies, Shiv Singh @empowermm
  • 11. Channels Are No Longer In Silos 2) Media Imperatives @empowermm
  • 13. Media Imperatives @empowermm
  • 14. Media Imperatives Paid Media Owned Media Earned Media Traditional, Online, All Forms In-Store, Websites, Content Conversation, PR, Search Results •Display Ads •Home Depot YouTube Brand • Product performance •Paid Search Channel Experience Online Paid Content & • Customer Service •Targeting •Website/Blog/Newsletters and Service Placements Services Driven • Online Experience/Utility •Video Pre-Roll, Mobile •CRM Database • Employee Interaction • Apple Genius Bar • Brand Advocacy • TV Influencer Offline Brand Assets • Packaging/Display • News/Media Coverage •Print, All Other & In-Store • Video Demonstrations & Influencer Media • Blog Coverage •Owned Media (In Store) • Experential Driven • Brand Expert or Maven Metrics & KPIs that Matter in an Paid/Owned/Earned World Traditional Brand Readiness Brand Agility Brand Advocacy Brand Latency Reach, frequency, Is the brand primed to drive Can the brand flexibly sense and Do customers advertise & Does the media live in opinion, GRP, clicks, incremental value in respond to early signals (and recommend for brand. perpetuity, or position visits anticipation of paid media. drive more value) Who, how & where? itself in purchase funnel. NMIncite 2010, Pete Blackshaw @empowermm
  • 16. Media Imperatives To integrate across media, we must be more flexible about how content, consumers and technology connect with a brand. @empowermm
  • 17. Is Not (Just) What You Say 3) Content Imperatives @empowermm
  • 18. Content Imperatives Brands compete online with more than 1.6 billion messages. EVERY. Single. Day. 1.5 billion via Facebook 3,000+ press releases distributed, 50,400 video hours uploaded to YouTube, 750,000 photos uploaded to Facebook, 900,000 blog posts are published and 140 million tweets posted on Twitter @empowermm
  • 19. Content Imperatives Syndication: Sharing from one person to many networks, moving from RSS/aggregation to filters/ curated content @empowermm
  • 20. 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 @empowermm
  • 21. 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 @empowermm
  • 23. Content Imperatives Brand: Shifting from advertorial to games, feature films and substance (Wal-Mart, Converse, IKEA) Unconventional Formats: Brands uncomfortable with comments, Flickr protests, tweets, random consumer insight @empowermm
  • 24. 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 @empowermm
  • 26. It’s More Than Online 4) Social Media Imperatives @empowermm
  • 27. Social Media Imperatives People using technology to do online… Platforms Blogging Social Video/ Photo/ Communities/ Online Networks/ Audio Sharing Wikis Gaming/ Geo-Location Virtual Worlds Sites Twitter, Facebook, Youtube, Flickr Wikipedia, Club Blogger, MySpace, Cincy Moms Penguin, Wordpress LinkedIn Like Me Second Life …many of the things they do offline Behaviors Create Connect Collaborate React Organize Amplified @empowermm
  • 28. 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 @empowermm
  • 29. Social Media Imperatives 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 @empowermm
  • 30. Social Media Imperatives Personal vs. Professional • 9 to 5 vs. 24/7 • Freedom vs. always on • Facebook vs. LinkedIn @empowermm
  • 32. It’s Not A Linear, Annual Exercise 5) Change Imperatives @empowermm
  • 33. Change Imperatives A Five-Year Prediction, from 2005 Facebook 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 @empowermm
  • 34. 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” @empowermm
  • 35. 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 @empowermm
  • 36. 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 @empowermm
  • 38. For More… Twitter Blogs @prblog The Bad Pitch Blog @empowermm badpitch.blogspot.com @badpitch Social Study empowermm.posterous.com Strategic PR prblog.typepad.com @empowermm
  • 39. Reality Check: Five PR Imperatives Kevin Dugan, APR Empower MediaMarketing IPRLS | 04.01.11