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The Rise of Online PR...
...Strategic Opportunity or the Death of Traditional PR?

Rowan Stanfield, C&M*
18.06.2009


rowa...
About C&M*

• Me Me Me
• C&M*: Online PR Consultancy
Heritage = PR + Creative + Web + SEO + Social
• Founded 2008
• Based ...
Who We Work With…




Thursday 18th June, 2009   3
What We Do…

•   Digital (Online), not traditional PR
•   Buzz creation
•   Influencer engagement
•   Content optimisation...
How We Do It...
•   Digital planning, execution and
    measurement
•   Analyse & identify
•   Online PR Implementation
• ...
What This Means for Clients...
• Positive ‘coverage’ outcomes
• Positive ‘acquisition’ and ‘conversion’
  outcomes
• Enhan...
The Social Media Revolution
From Wikipedia:

“ At its most basic sense, social media is
a shift in how people discover, re...
How We Use the Web Today




                           Alexa Global Top 500

Thursday 18th June, 2009                    ...
How We Use the Web Today #2




Thursday 18th June, 2009   9
Browsing is DEAD!
•   Question: what has the most influence
    on your web browsing habits?
       • People (friends, fam...
Browsing is DEAD!
•   We use filters and tools
•   We do searches and we get alerts
•   Bookmarking: Delicious
•   Microbl...
Build it and They Will Come?




Thursday 18th June, 2009   12
Will People Come?
•   There is no Ray Liotta
•   There is no magic
•   There are no voices
•   This isn’t Hollywood
•   Yo...
Build it and be Social
• Social = make good, shareable content
• Good content = good SEO
• Good content and SEO = good usa...
The User-Generated Theory




Thursday 18th June, 2009   15
Social Theory of the Interweb
• Most web interactions with your brand aren’t
  on your website and they’re not driven by
 ...
New Social Rules of PR


       • You don’t host the parties
       • You need to go find them
       • You need to make n...
Putting the ‘Public’ Back Into PR

•   New online habits = new opportunities
•   New tools = different approach to PR
•   ...
Listen, Learn, Participate
•   Forget press releases
•   Forget media schmoozing
•   Listen to your audience
•   Learn wha...
A Finger in Every Pie

•   Online PR is:




...and not just:



Thursday 18th June, 2009   20
                           ...
Finding People




Thursday 18th June, 2009   21
                           23
Finding Conversations




Thursday 18th June, 2009   22
                           24
Finding Conversations




Thursday 18th June, 2009   23
Monitoring Tools




            C&M Online PR Dashboard (AKA ‘CrackBoard’)

Thursday 18th June, 2009                     ...
Implementation…




Thursday 18th June, 2009   25
Rules of Engagement
•   Find your communities
•   Participate productively
•   Give them something useful
•   Give them so...
Measurement = Happy Clients
• PR is directly measurable for the first
  time
• Google smarts and online tools give us
  qu...
Thursday 18th June, 2009   28
Gratuitous
Consultancy
Diagram Alert...

Thursday 18th June, 2009   28
Aims and Measurement…




Thursday 18th June, 2009   29
Reporting…




Thursday 18th June, 2009   30
Shut Up, Listen and Spin
•   Shut up and listen
       • Monitor & target

•   Spin
       • Create (optimised)
       • S...
Volvo Gets It!

• From New Media Knowledge, 5th May 09:
“Volvo’s new digital strategy will focus on
  listening to, and en...
Ford Gets It...




Thursday 18th June, 2009   33
                           37
Video Killed the Radio Star...




Thursday 18th June, 2009     34
Will Online Kill Trad PR?


                           vs




Thursday 18th June, 2009        35
                         ...
Beyond Press Relations
•      Most PR departments just do press
       relations

•      The whole premise of media relati...
A New Approach Is Required
•      Online PR requires a different approach

•      Clients need conversions not outreach

•...
A New Skill Set Is Needed
•      Online requires a dedicated Online
       toolset

•      Digital agencies have already b...
But I Know How to Tweet!
•      Some PR pros are dipping their toes
       into the digital arena

•      But Social Media...
To summarise...


Thursday 18th June, 2009   40
Social Media is
growing...


 Thursday 18th June, 2009   41
the way we use the
web is changing...


                42
companies are
catching on...


Thursday 18th June, 2009   43
and web content is
evolving...


Thursday 18th June, 2009   44
Online PR is direct
and measurable...


Thursday 18th June, 2009   45
and requires a
different skillset to
‘traditional’ PR...

Thursday 18th June, 2009   46
SO..
Thursday 18th June, 2009   47
ADAPT OR DIE!


Thursday 18th June, 2009   48
Don’t Panic!!
Get in Touch…
         Rowan Stanfield, C&M*


         rowan@contentandmotion.com
         http://twitter.c...
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The Rise Of Online PR

A presentation about Online PR given to members of MIPAA: http://www.mipaa.com/ at the London Transport museum.

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The Rise Of Online PR

  1. 1. The Rise of Online PR... ...Strategic Opportunity or the Death of Traditional PR? Rowan Stanfield, C&M* 18.06.2009 rowan@contentandmotion.com http://twitter.com/rowstar http://twitter.com/contentmotion http://www.contentandmotion.co.uk Thursday 18th June, 2009 1
  2. 2. About C&M* • Me Me Me • C&M*: Online PR Consultancy Heritage = PR + Creative + Web + SEO + Social • Founded 2008 • Based in Lewes, East Sussex • Bringing Social/SEO smarts to Online PR and Web Marketing Thursday 18th June, 2009 2
  3. 3. Who We Work With… Thursday 18th June, 2009 3
  4. 4. What We Do… • Digital (Online), not traditional PR • Buzz creation • Influencer engagement • Content optimisation • Traffic acquisition Thursday 18th June, 2009 4
  5. 5. How We Do It... • Digital planning, execution and measurement • Analyse & identify • Online PR Implementation • Monitor, measure, learn and adapt • Supported by processes, project management and tools Thursday 18th June, 2009 5 5
  6. 6. What This Means for Clients... • Positive ‘coverage’ outcomes • Positive ‘acquisition’ and ‘conversion’ outcomes • Enhanced Google rankings Thursday 18th June, 2009 6 6
  7. 7. The Social Media Revolution From Wikipedia: “ At its most basic sense, social media is a shift in how people discover, read and share news, information and content... transforming people from content readers into publishers.” Thursday 18th June, 2009 7 7
  8. 8. How We Use the Web Today Alexa Global Top 500 Thursday 18th June, 2009 8
  9. 9. How We Use the Web Today #2 Thursday 18th June, 2009 9
  10. 10. Browsing is DEAD! • Question: what has the most influence on your web browsing habits? • People (friends, family, colleagues)?? • Advertising (TV, radio, banners)?? • Editorial (magazines, online, blogs)?? Thursday 18th June, 2009 10
  11. 11. Browsing is DEAD! • We use filters and tools • We do searches and we get alerts • Bookmarking: Delicious • Microblogging: Twitter • Social Networking: LinkedIn/Facebook • Blogging: Wordpress • Social Media: YouTube • Social Sharing: Stumbleupon Thursday 18th June, 2009 11
  12. 12. Build it and They Will Come? Thursday 18th June, 2009 12
  13. 13. Will People Come? • There is no Ray Liotta • There is no magic • There are no voices • This isn’t Hollywood • You may believe in magic but it may not happen • It’s just you and your team and 50 zillion other web sites Thursday 18th June, 2009 13
  14. 14. Build it and be Social • Social = make good, shareable content • Good content = good SEO • Good content and SEO = good usability • Goal = good distribution • Not a new thought • Just new tools and techniques Thursday 18th June, 2009 14
  15. 15. The User-Generated Theory Thursday 18th June, 2009 15
  16. 16. Social Theory of the Interweb • Most web interactions with your brand aren’t on your website and they’re not driven by traditional media • ‘Build it and they will come’ is a flawed theory (So is advertising, so is traditional PR) Thursday 18th June, 2009 16
  17. 17. New Social Rules of PR • You don’t host the parties • You need to go find them • You need to make nice • You need to invite people back to yours Thursday 18th June, 2009 17 19
  18. 18. Putting the ‘Public’ Back Into PR • New online habits = new opportunities • New tools = different approach to PR • Direct contact with target audience • Join in existing conversations • Build a social web presence Thursday 18th June, 2009 18 20
  19. 19. Listen, Learn, Participate • Forget press releases • Forget media schmoozing • Listen to your audience • Learn what they want • Participate in Conversations • Don’t panic! Thursday 18th June, 2009 19 21
  20. 20. A Finger in Every Pie • Online PR is: ...and not just: Thursday 18th June, 2009 20 22
  21. 21. Finding People Thursday 18th June, 2009 21 23
  22. 22. Finding Conversations Thursday 18th June, 2009 22 24
  23. 23. Finding Conversations Thursday 18th June, 2009 23
  24. 24. Monitoring Tools C&M Online PR Dashboard (AKA ‘CrackBoard’) Thursday 18th June, 2009 24
  25. 25. Implementation… Thursday 18th June, 2009 25
  26. 26. Rules of Engagement • Find your communities • Participate productively • Give them something useful • Give them something shareable • Give them something for free • i.e, become more sociable and interesting • White Papers >> Videos • FAQs >> Blogs • Reports >> Widgets Thursday 18th June, 2009 26
  27. 27. Measurement = Happy Clients • PR is directly measurable for the first time • Google smarts and online tools give us quantifiable data • Link between interactions and acquisitions is now visible • Companies love this! Thursday 18th June, 2009 27 29
  28. 28. Thursday 18th June, 2009 28
  29. 29. Gratuitous Consultancy Diagram Alert... Thursday 18th June, 2009 28
  30. 30. Aims and Measurement… Thursday 18th June, 2009 29
  31. 31. Reporting… Thursday 18th June, 2009 30
  32. 32. Shut Up, Listen and Spin • Shut up and listen • Monitor & target • Spin • Create (optimised) • Seed & engage • Measure • Repeat! Thursday 18th June, 2009 31
  33. 33. Volvo Gets It! • From New Media Knowledge, 5th May 09: “Volvo’s new digital strategy will focus on listening to, and engaging with, online audiences, as well as the optimisation of digital PR and social media for search engine optimisation (SEO) as part of a “natural and 100 per cent ethical” link building campaign. This will also include blogger outreach, event and community management and buzz tracking.” Thursday 18th June, 2009 32 36
  34. 34. Ford Gets It... Thursday 18th June, 2009 33 37
  35. 35. Video Killed the Radio Star... Thursday 18th June, 2009 34
  36. 36. Will Online Kill Trad PR? vs Thursday 18th June, 2009 35 39
  37. 37. Beyond Press Relations • Most PR departments just do press relations • The whole premise of media relations is different to Online PR • So can ‘media relations’ teams lead the way in Online PR? Thursday 18th June, 2009 36 41
  38. 38. A New Approach Is Required • Online PR requires a different approach • Clients need conversions not outreach • Can traditional Media Relations adapt? Thursday 18th June, 2009 37 42
  39. 39. A New Skill Set Is Needed • Online requires a dedicated Online toolset • Digital agencies have already been developing these • Can traditional PR keep up? Thursday 18th June, 2009 38 43
  40. 40. But I Know How to Tweet! • Some PR pros are dipping their toes into the digital arena • But Social Media hobbyists don’t cut it when it comes to Online PR Thursday 18th June, 2009 39 44
  41. 41. To summarise... Thursday 18th June, 2009 40
  42. 42. Social Media is growing... Thursday 18th June, 2009 41
  43. 43. the way we use the web is changing... 42
  44. 44. companies are catching on... Thursday 18th June, 2009 43
  45. 45. and web content is evolving... Thursday 18th June, 2009 44
  46. 46. Online PR is direct and measurable... Thursday 18th June, 2009 45
  47. 47. and requires a different skillset to ‘traditional’ PR... Thursday 18th June, 2009 46
  48. 48. SO.. Thursday 18th June, 2009 47
  49. 49. ADAPT OR DIE! Thursday 18th June, 2009 48
  50. 50. Don’t Panic!! Get in Touch… Rowan Stanfield, C&M* rowan@contentandmotion.com http://twitter.com/rowstar http://twitter.com/contentmotion http://www.contentandmotion.co.uk Thursday 18th June, 2009 49

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