rob brown - cipr scotland agm
Post on 17-Jul-2015
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“Digital PR is Dead?
That isn’t a chapter that’s a tweet”
ROBIN WILSON
General Manager PR, Social,
Experiences at Spark PHD
Wellington, NZ
Forrester: “CMOs have to overcome the
divide between digital marketing
and brand marketing”
Everything has a digital aspect
Digital PR is just PR
Some aspects require specialist expertise but that’s true of PR in general
Digital communications shouldn’t be seen as a specialism
Understanding digital channels doesn’t require special expertise
Passed the 50% adoption rate four years ago months ago
Television isn’t just on television anymore
Consumers talk back
News breaks via social channels
Circulation figures are in decline
There are fewer newspapers
Tom Standage
Journalist and author
Graduate of Oxford University
Science and technology writer for The Guardian
Business editor at The Economist
Published in:
• Wired
• The New York Times
• The Daily Telegraph
Author of five books, including The Victorian Internet.
Tom Standage’s analysis of impact of The Telegraph
Newspaper & telegraph companies established alliances that allowed reporters to send breaking stories back to the office.
There was speculation that the telegraph would lead to the downfall and of the printed press.
This reduced the impact of geographic borders.
The development of the telegraph led to a compression of time and space.
The speed at which information reached audiences was dependent on the transport used to disperse that information.
Information overload
If they were to remain successful, merchants had no choice but to adopt the telegraph.
With this came the disadvantage of an overload of information
With the introduction of the telegraph the pace of business interactions greatly increased.
Information from foreign associates was received once or twice a month.
Prior to the telegraph, business had been conducted on a local level.
Businesses began to seek ways to capitalise on the instantaneous flow of information.
If digital is just an evolution and all
communications is now digital
there is little point in using the
word. Digital communications is
just communications.
What I learned
Facebooknative video shared far more than embedded.
Almost nobody trusts
Facebookwith their
data.
Facebookkeeps data for only 90 days
Google keeps it forever yet more people trust Google
than Facebook.
Most talked about
launches Meerkat and
Super
This is now a stable market
Super is unless
unlikely to succeed where
Google+ failed
Twitter moved to restrict the
impact of Meerkat within
days
The ‘digital’ orthodoxy about television
Eight million
watched live on
YouTube
Few TV channels
carried the jump
Red Bull wasn’t just
the sponsor
TV isn’t necessary any
more
Call the Midwife had over a million more viewers than
the jump
Baumgartner’s audience was
global
A better comparison with broadcast would
be a global event
Olympics audience saw 900 million tune
in globally
The proof is out there…
If you want to know how many people work at an agency and what the staff turnover is like it’s on LinkedIn.
If you want to know about their performance over the last couple of years a free search on Company Check will give you a pretty good idea.
If your agency tells you your campaign website had 10,000 hits last month, Alexa will tell you if its true
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