pr in a digital media landscape
DESCRIPTION
Lecture @creative days arranged by Lundaekonomerna 2 of april 2012.TRANSCRIPT
PR in i digital media landscapeCreative Day, 2 april 2012Fredrik Pallin, Springtime
Hi, my name is Fredrik Pallin
My agenda for today
What is PR? How has a digital media landscape changed our business? How to work with PR in social media
You’ll find my presentation at:http://www.slideshare.net/springtimePR
What is PR?
PR is the practice of managing the communication between an organization and its publics.
PR = “earned media”
PR results in 3rd party credibility
Own channelsYour staffYour webNewslettersFacebookYour officeTwitter
Earned channelsPublicityBlogsAmbassadorsEtc
Bought channelsOffline/online adsRadioTVDirect mailSponsorshipEvents/Failrs
What is PR?
Choice of channels
Control
Reach
What’s it like to work with PR in a digital media landscape?
Well, you have to adapt to these changes
http://www.youtube.com/watch?v=KOYbnbXHR6U&feature=related
How has social media changed our way to communicate?
Media yesterday
News created by predefined structures. In order to be a sender you had to belong to a company or
organization Recipients clearly defined. The only exchange took place through letters to the editor.
Media today: The customer as co-producer of social media
Media On Demand
We no longer look at broadcasted TV - we watch what we want when we want to see it.
On demand. At our hands.
All we need is… in our hand.
Something has happened in few years
We don’t by CD:s
We don’t rent DVD:s
We don’t watch broadcasted TV
The radio has moved to our pockets
MTV is no more Music Television
We’re shifting from paper to pads
What is common with all these changes?
The personal recommendation is the most important factor driving sales.
We love to share and show off what we experience
The audience is engaged – are you?
How do you take advantage of this engagement? Can you both contribute and benefit from the same time? How do you take home the synergies?
So what’s it like to work with PR today?
New arenas New opinion leaders New tools New rules
New opportunities!
Let’s go back to the year of 2003
From static web pages to dialogue pages
Is blogs a threat to journalism?
The blog as plattform for journalists
From blog till journalism and vice versa
What companies has time with social media?
Who has time for Facebook?
Over 4.5 million active users in Sweden
Distributing press releases now and then
WHAT’S NEXT?
Building constant presence more important.
”The handcraft” social media is more important than ever
Impact
Time
Traditionalcampaigning
Social networking
Your homepage is less important
Your toolbox – act where the audience are
Where is social media organized?
Example: Telia
Karin NordlundKundrelationer
Alla externabloggar /forum
Karin NordlundKundrelationer
Newsroom
Minna LaurellCommunication
Forum påTelia.se
Szofia JacobssonDigitala kanaler
Bloggar på telia.se
Szofia Jacobsson Digitala kanaler
Facebook N&N
Ola JohanssonMarknadskom.
YouTube
Matilda ForslindMarknadskom.
STYRGRUPP: Catharina Ljungberg, Bredbandstjänster; Josefin Lundmark, Mobilitetstjänster; Maria Öhman, BuS; Christina Carlmark, Kundrelationer; Anders Meyer, Digitala Kanaler; Claes Larsson, Com Bredbandstjänster; Niklas Henricson, Com BuS; Charlotte Züger, Com Mobilitetstjänster
Veckomöten
Månadsmöten
Nätverksansvarig: Andreas Eriksson, Bredbandstjänster
Varannan vecka
Varannan vecka
Varannan vecka
Varannan vecka Efter behov TBD
Varjevecka med More
Efter behov
Facebook Unga vuxna
Anna FridlundMobilaffären
Iphone-bloggen
Anna FridlundMobilaffären
Changes in society
Aware, informed and educated customers
Customers control their own production resources
Customers have the ability to organize and coordinate communication and resources
Customers are connected to each other and social contexts
Increased speed of contacts requiring faster response
Producers are consumers and vice versa
What does this mean for you communicators?
How can you use social media?
Knowledge Perspective
Relationships
Identity-adding
Value-adding
Product development
Customer Support
Business intelligence
Crisis management
Viral campaigns
Branding
Customer Care
An interaction between content and trust over time
You choose a company as you choose friends. Those you can identify with, you become fans of.
Thanks for listening
Fredrik Pallin@pallin
0708-114 [email protected]
You’ll find my presentation at:http://www.slideshare.net/springtimePR
