pr & technology how to be effective in today’s digital world
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Helping to train SMBs on Cape Cod embrace social media for businessTRANSCRIPT
PR & Technology How to Be Effective in Today’s Digital World
November 16, 2011
Before We Begin…
ü Business Goals ü PR
ü Digital Footprint
Technology’s Role in PR & Marketing
ü Easy to Use ü Effective ü Affordable
No Need To
Promote Your Brand Connect with Influencers Raise Awareness Care for Customers
“Things don’t have to change the world to be important.” - Steve Jobs
Why Digital Content
Digital Marketing: The “New” PR
The promoting of brands using all forms of digital
advertising channels to reach consumers.* This now includes television, radio, Internet, mobile, social media marketing, and any other form of
digital media.
*Or your customers
Then…
Now…
Image: guardian.co.uk
Share Your Knowledge
Understand Your Customers
All too often, B2B marketing efforts are restrained by a deadly seriousness that simply ignores the humanity of the target.
Fast Company
Where B2B marketers plan to spend in 2012
• 20% social media;
• 19% online ads;
• 18% mobile marketing;
• 17% search engine marketing
ANA (Association of National Advertisers)
Marketers Biggest Headaches
IBM CMO Study 2011
v Data Explosion
v Social Media
v Proliferation of Channels and Devices
v Shifting Consumer Demographics
Make Your Brand “Human”
Source: Wikipedia
Humans Solve Problems
v Data – resourceful, helpful, pointed (vs just entertaining)
v Social Media – building awareness, relationships (vs making deals, specials)
v Proliferation of Channels and Devices - (integrated pull/push/pull marketing campaigns, reusable content)
“Business customers are people too, and they love to connect in social channels”
Josh Bernoff, author and analyst
From Point A to Point B
The Basics
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
YouTube Viddlr Brightcove
ü WordPress ü Tumblr ü Posterous ü Blogger ü Movable
Type ü LiveJournal
ü Reward Customers ü Encourage Repeat
Visits ü Take Advantage of
Your Customers’ Networks
Some Rules of Engagement
Source: Wikipedia
“The Social Contract”
Source: Wikipedia
“…increased productivity in the call center by 10 percent and quality of guest care continues to rise”
Give ’em Something Special
Source: Wikipedia
Source: Wikipedia
Speed Counts
• Sense of humor
• Stick with the shtick
• Resourceful
• Open/transparent
• Consistent
• Always say “Please” and “Thank You”
• Personal … & professional
• Talking with not at
• Resourceful
“Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides” IBM CMO Study
• Innovative
• Understanding the audience
• Patience
• Sense of humor
• Taking risks
• Track and measure
Source: Fast Company
ROI
Influencers Notice
“The agency of the future is a ‘connected’ one I can’t imagine ever advising a client to deal with an advertising, PR, or interactive team that doesn’t get social media. But with the power shifting to the participants, agencies must demonstrate they can participate before they can ever help clients with it” Jeremiah Owyang, Forrester/Web Strategist Blog
I agree with Christine Perkett. I like the fact that PR people are reading my tweets, at least if they are reading the substantive posts that most of the tweets link to. That way they'll follow what I'm writing and, I hope, only pitch me on stuff there's some chance I am interested in. As long as they don’t start pitching me on Twitter -- Facebook pitches are bad enough. Steve Wildstrom, BusinessWeek blog, “Freak out: Twitter infested by PR”
• 2.7 times increase in website traffic
• 3.2 times increase in conversion
• 5.3 times increase in blog traffic
• 6.0 times increase in registration of community members
• Numerous awards, coverage, recognition
Source: Fast Company
So Now What?
“Companies Who Start [Social] With Implementation Are At Risk.” – Jeremiah Owyang, Altimeter Group
Image: venturebeat.com
No One-Trick Pony
Thank you!
Christine Perkett
P: 781.834.5852
@PerkettPR and @missusP
http://www.linkedin.com/in/christineperkett
http://www.facebook.com/PerkettPR