1. A
SOCIAL MEDIA MARKETING
PRESENTATION ON
PR 2.0
Public Relations
& Social Media
Presented By Group 10
Ishan Gupta www.guptaishan.com
Shivani Narang www.shivaninarang.com
Ambar Beohar www.ambarbeohar.in
Lalit Agrawal www.lalitagrawal.in
Smriti Saran www.smritisaran.com

2. Introduction
 Manage information flow between
a company/an individual and the With Whom?
public  Customers
 Investors
 Building relationships  Employees
 Establishing trust with customers  Partners and other
stakeholders
 Working with the media to
generate buzz
Through? For What?
 Speaking at conferences To maintain a
 Winning Awards viewpoint about its:
 Working with Press  Brands
 Employee Communication  Leadership
social media  Political decisions

4. Why is PR needed
• PR acts as marketing tool, which helps a company reach
out to its potential customers
• This type of advertising is very cost effective
• It helps strengthen relations with existing customers
• PR is a powerful too that can reinforce a brand’s image
• The most important reason why companies should have
good PR is to ensure visibility, as visibility greatly enhances
credibility

5. Why PR 2.0?
 PR 2.0 provides the companies and brands to engage
customers as it establishes a two way channel of
communication where end users can freely interact with
the companies
 Companies can target and get feedback from special
target audience
 PR 2.0, with the help of social networking sites such as
twitter, allows brands and companies, for the first time to
follow its users and fans rather than it being the other
way round

6. PR 1.0
 Here journalists are the middleman

7. PR 2.0
Here, public relation professionals use social media
to reach directly into the lives of clients and
customers, to communicate with customers and to
respond to questions or problems
http://www.youtube.com/watch?v=s8Dq-R_H2a0

8. Example: Narendra Modi &
Social Media
Modi is India’s 1st politician to use social media and internet
to influence the youth
 14.2 lac likes for his official Facebook page,
 13.6 lac followers on twitter,
 Modi’s YouTube channel has 56 lac views and 31K+
subscribers
 He got over 5,000 questions when he held a Google+
Hang Out on Aug 31st, 2012. This made him the first Indian
politician to interact with users on Google+ Hangout!

10. Role of Social Media in PR
2.0
 Why use Social Media?
 Earlier only TV and AM/FM radio, traditional advertising
and PR worked, but now these channels are
fragmented. So reaching less people with high
premium
 It’s a lot smarter to target smaller, passionate
audiences that will convert at a higher percentage
 The Call-To-Action brings you directly to the point of
purchase.
 E.g. an ad. Of a book on CNN, Viewer will have to
remember the name of the book, and then will go and
search the book over internet or library
 This time difference kills action. People become
distracted, or simply forget. And then they move on.

11. Role of Social Media in PR 2.0
Contd.
 How Social Media Really Works?
 Every business has two key marketing metrics
 The Cost to Acquire a Customer
 The Lifetime Value of that Customer
 Acquiring a new customer costs more
increases the lifetime value of a
 Social Media  customer exponentially
lowers the cost of
customer acquisition
 It has the added bonus of being inherently viral
 customers will do your marketing for you and each new customer will bring one or two
customers of their own, simply through recommendations
 Two way communication leads to stronger bonding
 Social media is the new CRM
 Happy customers to stick around longer lead them to buy more often,
drastically improving the lifetime value of each customer
 It’s like free money, because you don’t have to spend anymore time or money to “sell” them
again.

12. How PR and Web
intersects?
• Web 2.0 goes beyond the static pages of tomorrow.
• Allows users to interact and collaborate with each other in
a social media dialogue as creators of user-generated
content in a virtual community, in contrast to websites where
people are limited to the passive viewing of content.
• Examples of Web 2.0 include social networking
sites, blogs, wikis, video sharing sites, hosted services, web
applications

13. How PR and Web
intersects?
• Web 2.0 offers an opportunity to engage consumers.
• Marketers can use Web 2.0 tools to collaborate with
consumers on product development, service
enhancement and promotion.
• Networks such as Twitter, Yelp and Facebook have
now become common elements of multichannel
and customer loyalty strategies;for example, banks
are using these sites proactively to spread their
messages.
• Industry uses Twitter to release "breaking news" and
upcoming events, and YouTube to disseminate
videos that feature executives speaking about
market news.

14. Key Takeaways
If you want to be a PR 2.0 guy then need to be a:
 communication specialist
 Excellent Relationship builder (online as well)
 Understand how to create awareness, credibility and
announce for your product
 Understand all the channels
 Understand social media
 Web savvy
 Understand sensitivity of online communication

15. Questions?

16. Thank You