trends in advertising and public relations cindy royal, ph.d assistant professor texas state...
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Trends in Advertising andPublic Relations
Cindy Royal, Ph.D
Assistant Professor
Texas State University
School of Journalism and Mass Communication
www.cindyroyal.com
www.onthatnote.com
tech.cindyroyal.net
twitter.com/cindyroyal
facebook.com/cindyroyal
Digital Advertising and PR
• Many of the same things apply to Advertising and Public Relations as they do in Journalism• Authenticity• Transparency• Conversation and Engagement• Thought leadership• Sharing
Implications for companies and brands
• Take idea of personal brand and extend to corporate or professional settings
• You must try tools to be able to recommend them for your company or clients
• PR used to be about controlling the message; now it is about engaging the conversation
• Possible because social media tools allow; inexpensive and accessible
• Extends power of word of mouth• Search Engine Optimization still reflects incoming links• Must also track, measure, adapt
Social's Influence• Facebook – 800 million active users; added 200 million in 2011
• Twitter – more than 140 millions active users making 340 million tweets per day.
• LinkedIn has 150 million + active users
• Experian estimates that 91% of online American adults (approx. 129 million) access some form of social media each month.
• 98% of 18- to 24-year-olds access social accounts monthly.
• Approximately 40% access accounts through mobile
• Social media adoption amongst small business doubled from 2009 to 2010.
• 51% of Facebook users and 64% Twitter users are more likely to buy from a brand they follow.
*http://www.socialmediaexaminer.com/26-promising-social-media-stats-for-small-businesses/
Social Media Strategy• The 3 most important reasons small businesses leverage
social media are:– Connecting with customers– Visibility– Self-promotion
• What are your goals for social media?– Outreach– Engagement/Interaction– Promotion
• How does social fit into larger company or digital strategy?– Web presence– Mobile
• What is the value you are adding to the community?– Thought leadership– Resources– Discussion
• What value is your social media activity bringing to you? How can you measure effectiveness?
• Develop guidelines, support best practices
Measurement
• Traffic
• Followers/Fans
• Retweets
• Replies
• Mentions
• What people are saying about you online – mine blogs, Twitter, Facebook, even Yelp
How are you integrating your social platforms?
How are you integrating your social platforms?
How are you integrating your social platforms?
GSD&M Pinterest
Best Practices
Best Practices
Best Practices
Best Practices
Best Practices
Best Practices
Best Practices
Consider How to Incorporate Data
Second-Screen Engagement
http://stamen.com/clients/mtv
Second-Screen Engagement
Resources
• Crush It and Thank You Economy by Gary Vaynerchuk
• Delivering Happiness by Tony Hsieh
• Brian Solis - http://www.briansolis.com/
• Jeremiah Owyang - http://www.web-strategist.com/blog/
• Charlene Li - http://www.charleneli.com/
• SocialMediaToday.com
• SocialMediaExaminer.com
• Mashable
• Socialnomics.com
• FastCompany.com
• StamenDesign.com