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Mixing traditional and digital PRAn introduction to a new era of communicationsBy Adam VincenziniParatus Communications7 December 2009,[object Object]
Outline,[object Object],Who’s presenting this and what is it about,[object Object],Why new media / technology is important,[object Object],A top line look at it’s impact on PR,[object Object],What is PR,[object Object],The evolution of PR,[object Object],What is social media,[object Object],What are the social media platforms,[object Object],Who’s using social media and how,[object Object],Case study,[object Object],Tips and hints,[object Object],Summary,[object Object]
Who’s presenting this?,[object Object]
My background…,[object Object],10 years of PR / Communications experience in both Australia and the UK,[object Object],Worked in both in agency and in-house environments, including managing PR for the Australia Cricket Team,[object Object],Primarily a consumer expert, especially in the retail and sport sectors,[object Object],Increasingly mixing traditional and digital PR,[object Object],Studied PR at RMIT University in Melbourne, Australia,[object Object],Currently a consultant at Paratus Communications in London,[object Object]
Some of my tools…,[object Object],…I have a Blog, I Tweet, I use Facebook, I’m on LinkedIn,[object Object],(and a bunch of other things which we’ll get to later).,[object Object]
Today’s presentation…,[object Object],…is about making sense of new media / technology and PR.,[object Object]
Why new media / technology is important,[object Object],(especially for people about to enter the workforce),[object Object]
Of the 6.1 billion people in the world, 3.1 billion of those are in work,[object Object]
Fortune 500 companies receive about 2,000 CVs a day,[object Object]
77% of the US workforce have  Facebook account, and 26% speak a second language,[object Object]
There are moreBlackBerries and iPhones in the world than there are people in the UK,[object Object]
In 2007, 1 in 3 hires were made online in the US,[object Object]
The impact on PR,[object Object]
New media / technology, same job?,[object Object],This is the crux of this whole presentation.,[object Object],The goal posts may have shifted by the remit for PR remains the same.,[object Object],Before we can explore this, we need to understand what PR really is…,[object Object]
What is PR…really??,[object Object]
PR simply involves…,[object Object],…getting the right message, to the right people, in the right place at the right time.,[object Object]
We get our ‘messages’ across by creating news…,[object Object],…based on the following criteria. If you are able to tick most of these boxes, you probably have a story on your hands.,[object Object],The Paratus News Filter,[object Object]
Let’s bring that to life with a video case study…,[object Object],Click box to play video,[object Object],…the £10m Tongue (Costa Coffee / Paratus, 2009).,[object Object],YouTube link: http://bit.ly/CC10mt,[object Object]
Here’s the standard study as well…,[object Object]
Evolution of PR: The Past,[object Object]
Let’s take a quick trip down memory lane…,[object Object],When I did my first PR internship in 1997, this was how the world looked:,[object Object],The only way media received information from PRs was by fax and ‘snail’ mail,[object Object],Digitalcameras didn’t exist and getting a photo to the media often meant developing it yourself,[object Object],Radio was the only media that could deliver news anywhere near ‘real time’,[object Object],Hotmail had just been launched and was one of only a handful of free email services. Take note of the original logo!,[object Object]
Evolution of PR: The Present,[object Object]
The new PR world order…,[object Object],Today’s PR channels and tools hardly bare any resemblance to those used in 1997.,[object Object],1997,[object Object],2009,[object Object],The present is characterised by immediacy, interactivity and variety. ,[object Object]
The game changer…,[object Object],It’s hard to pinpoint one particular moment that spurred this change.,[object Object],But, there is now doubt which has been the most impactful development: the explosion of Social Media.,[object Object],Let’s take a look at what has been called the biggest movement since the industrial revolution…,[object Object]
What is Social Media?,[object Object]
It’s a fundamental shift from traditional PR / marketing methods,[object Object]
Instead of ‘speaking at’ your audience(s),[object Object],You’re ‘speaking with’ them,[object Object]
Paving the way for increased ‘engagement’ and ‘participation’ with you (and your brand),[object Object]
It’s about having conversations, engaging and connecting online,[object Object],(And hopefully translating that into ‘offline’ engagement),[object Object]
How different are things? Let’s take a look…,[object Object],Click box to play video,[object Object],…the Social Media Revolution (Socialnomics, 2009).,[object Object],YouTube Link: http://bit.ly/SMrevSE,[object Object]
The Social Media platforms aka tools,[object Object]
Push v Pull…,[object Object],The tools at your disposal have two primary uses:,[object Object],Outwardly contributing,[object Object],Inwardly receiving,[object Object],The benefits of both are very even.,[object Object],Let’s look at some of the tools / platforms that are used…,[object Object]
Social Networking,[object Object],Video Sharing,[object Object],Chat Rooms,[object Object],Social Media Platforms,[object Object],Blogging,[object Object],Widgets,[object Object],Micro Blogging,[object Object],Podcasts,[object Object],Photo Sharing,[object Object],RSS,[object Object],Forums,[object Object]
We’re going to look at three…,[object Object],Social Networking,[object Object],Blogging,[object Object],Micro Blogging,[object Object]
Social Networking,[object Object]
Social Networking,[object Object]
Social Networking,[object Object],Facebook just passed the 350 million user plateau,[object Object],It has been home to some of the best Social Media campaigns of recent times (examples follow),[object Object],Fan pages are a great way to promote a business / brand / person,[object Object],News is often created via ‘happenings’ on Facebook,[object Object]
Blogging,[object Object]
Blogging,[object Object],Great example of communication being about dialogue as opposed to monologue,[object Object],Powerful way of establishing yourself as a thought leader in your industry,[object Object],Allows you to share news and views directly with your community,[object Object],RSS and email allows subscribers to receive information as it goes live,[object Object]
MicroBlogging,[object Object]
Micro Blogging,[object Object],Twitter is a powerful networking tool that allows you to engage with influencers and share information in real time,[object Object],It can be used to let people know when you have new content on your Blog,[object Object],It’s being increasingly used to ‘break’ news,[object Object],It is also being used by brands to create news i.e. leading department store gave its staff Twitter enabled phones to answer customer queries this summer,[object Object]
 How is the industry using social media?,[object Object]
Journalist view,[object Object],Harry Wallop, Consumer Editor, Daily Telegraph:,[object Object],“Pull: I get news from huge no of specialist sites, w/o need to trawl web.,[object Object],Push: my stories get seen by 'test' audience w/ immediate feedback.”,[object Object]
PRs,[object Object],I use social media, and Twitter in particular to:,[object Object],Spread information / news,[object Object],Grow networks / relationships,[object Object],Communicate with media,[object Object],Monitor sentiment ,[object Object],Obtain feedback ,[object Object],Share information,[object Object],Bolster campaigns,[object Object],If used well, social media is the PR person’s version of a microwave – something you quickly can’t live without.,[object Object]
Media Case study,[object Object],Who am I?- I'm the 3rd most popular UK paper on Twitter (only the Guardian and FT have more followers)- My web traffic was up nearly 30% in the last 6 months- I have a Facebook page so popular that I had to create my own social network site,[object Object],I am The 104-yr old Plymouth Herald and I am the future of regional media.,[object Object]
Case study (cont),[object Object],How is the Plymouth Herald reaching reaching more people than ever before:ThisIsPlymouth.co.uk - 225,000 Unique Visitors Per MonthTailored Twitter Feed - Nearly 7,000 FollowersYouTube ChannelFacebook Page 5,000 Friends (the limit)iHerald - the bespoke social network,[object Object],The full list of channels from the Plymouth Herald can be found on the main website.,[object Object],Not to mention the reach of the actual paper.,[object Object]
Case studies,[object Object]
Compare the market / meerkat…,[object Object],Click box to play video,[object Object],…Aleksandr Orlov’s Top Nine Moments Of ‘09,[object Object],YouTube link: http://bit.ly/61tJKi,[object Object]
Compare the market / meerkat…,[object Object],Great example of an ‘integrated’ campaign, with a big focus on social media,[object Object],Aleksandr has over 320,000 fans on Facebook,[object Object],He has more than 100,000 followers on Twitter,[object Object],These elements have helped making achieve ‘traditional’ media coverage for the brand easier as the public have developed a thirst for him  i.e. they like ‘him’,[object Object]
Burger King Whopper Sacrifice (video case study),[object Object],Click box to play video,[object Object],…how much do you like your friends?,[object Object],YouTube link: http://bit.ly/5B9uJn,[object Object]
Ikea Facebook Showroom (video case study),[object Object],Click box to play video,[object Object],…an overview of an incredibly clever campaign.,[object Object],YouTube link: http://bit.ly/6cUPlI,[object Object]
Tips and hints,[object Object]
10 things I’ve learnt about Social Media,[object Object],Take your time - the hardest one for me as I'm so incredibly impatient, but like anything new, absorb as much as you can and then gently enter the fray when you're more confident in what you're saying / doing,[object Object],Be you - so simple, but there's no point in adopting a 'persona' that isn't you - I'm interested in what people are saying / sharing, not how they do it or how they'd like to be 'positioned' - and showcase your personality, robots are boring, 'real' people are great,[object Object],Learn from mistakes - yep, I've done some stuff online in the last 6 months which makes me shudder, but I'm (trying) not to repeat those mistakes,[object Object],Keep (and absorb) good stuff - so many helpful / useful bits of information are shared everyday, but are forgotten just as quickly - Twitter's 'favourites' button is great for this - go back and read them over again when you have more time,[object Object],Be disciplined with your time management - it's so easy to spend hours digging and digging because their is no 'bottom' - allocate your time (if you can) and use a client like Hootsuite to schedule your tweets during the day,[object Object]
10 things I’ve learnt about Social Media (cont),[object Object],Talk back - its a conversation medium so respond to people who make an effort to talk to you, or at least acknowledge them when you can,[object Object],Get out there - the best things I've learnt have been over a coffee or a drink with people who know more than me - convert the social introduction made online into a social relationship,[object Object],Help where you can - I think social media is bringing about a renaissance in 'sharing' - and its great - if you can help someone with a query / question, do just that...it'll help build relationships and your reputation,[object Object],Pick some areas to 'own' - I remember being told as a kid 'don't just say something for the sake of it' - I think the same applies here, talk about things that you have knowledge about but try and make it about 'value' not 'volume‘,[object Object],Write yourself some guidelines / a strategy - 'failing to plan is planning to fail' - same goes here, give yourself a bit of structure and it'll focus your energy in the right places,[object Object]
Summary,[object Object]
Social media and new technology in the area of PR probably hasn’t even scratched the surface of where it’s likely to be in a few years.,[object Object],It needs to be part of a modern PRs toolkit, and is just as important as any other tool we have.,[object Object],Embrace it and enjoy sharing.,[object Object]
Connecting / Credits,[object Object],Credits:,[object Object],Information and imagryused in this presentation was made possible via a number of sources, including:,[object Object],Gemma Went (Red Cube Marketing), LitmanLive.co.uk, sxc.hu, Socialnomics, VCCP and others.,[object Object],Thanks for sharing.,[object Object],Stay connected to via:,[object Object],Blog 1: thecommscorner.blogspot.com,[object Object],Blog 2: 	paratuscommunications.blogspot.com,[object Object],Twitter: 	Twitter.com/AdamVincezini,[object Object],LinkedIn: uk.linkedin.com/in/AdamVincenzini,[object Object],Web: 	paratuscommunications.com,[object Object],Email: 	adam@paratuscommunications.com,[object Object]

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Mixing Digital And Traditional PR - An introduction

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