Digital PR - A presentation at Westminster University
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A presentation to PR Masters students at the University of Westminster. November 2011.
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Digital PR - A presentation at Westminster University
- 1. Danny Whatmough University of Westminster November 2011 Digital PR 101
- 2. Introductions PR 2.0 Case study Social PR An integrated approach Case study How to succeed in PR 2.0 Any questions? Agenda
- 3. Danny Whatmough Account Director EML Wildfire @dannywhatmough http://uk.linkedin.com/in/dannywhatmough https://plus.google.com/115157031632707026932/posts http://www.dannywhatmough.com Introductions
- 4. Frustrated web developer Music grad Flogging artwork Digital marketing PR curiosity EML Wildfire Digital pimping Introductions
- 5. Top 10 UK tech PR agency Merger in 2011 30 staff 50+ clients £2m turnover Introductions
- 6. PR 2.0
- 7. PR 1.0 Brand
- 8. PR 1.0 Journalist Journalist Brand Journalist
- 9. PR 1.0 Journalist Journalist Brand Journalist
- 10. PR 1.0 Journalist Journalist Brand Journalist
- 11. PR 2.0 – democratisation of media Journalist Journalist Brand Journalist
- 12. PR 2.0 Journalist Journalist Brand Journalist
- 13. PR 2.0 – brand engagement Journalist Journalist Brand Journalist
- 14. PR 2.0 Journalist Journalist Brand Journalist
- 15. PR 2.0 – influencers Journalist Journalist Brand Journalist
- 16. Democratisation of media Death of traditional media The growth of influencers PR 2.0 – drivers
- 17. What does this mean for PR? PR 2.0
- 18. Case study
- 19. Case study
- 20. The PR challenge Grow brand awareness Differentiate in a crowded market Build advocacy Case study
- 21. Case study
- 22. Case study
- 23. Social PR
- 25. - Only 31% of brands with a Facebook account used it to engage - Only 14% of tweets were replies and retweets - Only 20% received comments on blogs and only one company took the trouble to reply How social are you?
- 26. Flash in the pan won’t work A sustainable approach is needed Social PR
- 27. Community Content Engagement Social PR
- 29. PR 2.0 – influencers Journalist Journalist Brand Journalist
- 30. Putting an integrated campaign together Integrated approach
- 31. Situation analysis Objectives Insight Measurement and Identify evaluation Impact Influence the influencers Interact Inspiration Creative campaign Deliver the campaign ideas
- 32. The ‘so what’ test Outputs - Deliverables completed on time Outcomes - Coverage received - Brand mentions - Interactions on social channels - Website traffic Impact - Sign ups - Conversions Measurement
- 33. Case study 2
- 34. Case study 2
- 35. Case study 2
- 36. How to succeed
- 37. 1. Stay ahead of the curve – use new channels How to succeed
- 38. 2. Read the media – ALL types of media How to succeed
- 39. 3. Make friends with the web – HTML, design How to succeed
- 40. 4. Write! Blog! How to succeed
- 41. 5. Get as much experience as you can! How to succeed
- 42. dannyw@emlwildfire.com @dannywhatmough Any questions?