Post on 13-Jan-2015
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CHALLENGES FOR PR IN THE
REAL TIME WEB
Düsseldorf, April 13 2010
@ironmauro | Burson-Marsteller
THE SOCIAL WEB IS CHANGING THE PR
INDUSTRY
HOW ABOUT THE REAL TIME WEB
THEN?!
Photo by jzawodn - http://flic.kr/p/utzZ7
REAL TIME WEB
(What t he hell i s t hat?)
“It happens w i t hout wai t ing.”
Dave Winer
REAL TIME SOCIAL WEB
(same th ing + f r iends? ! )
“People checking
WHO’s say ing WHATand f rom WHERE.
Rig ht NOW.”
What ’s onyour mind?
What ’s happen ing?
Whereare you?
RIGHT. NOW.
#1MICROBLOGGING
+ STATUS UPDATING
“We have been los ing out to Tw i tter in t he race to m e e t w e b u s e r ’s d emand for real t ime informat ion.”
Lar r y Page, Goog le founder
Via Guardian.com, May 19th, 2009 http://bit.ly/bhzIb9
#2REAL TIME
SEARCH
“ S E A R C H i s s t i l l a n U N S O L V E D PROBLEM and we ' re commi tted to mak ing i t fa s t e r and ea s i e r fo r people to acce ss a g reater d ivers i ty of informat ion, del ivered in REAL-TIME, f rom across t he web.”
Ami t S ing hal, Goog le
Posted on Google Blog on July 12, 2009: http://bit.ly/bkZBlL
Photo: http://googleclassic.net/
Does the average Internet user recognise and understand real-time results?
Are consumers finding and clicking on real-time results?
What are they saying about real-time results?
73% had never heard of real-time results
Only 25% of consumers cared for the real time results compared to 47% of the information foragers
Only 55% of the participant could easily find the real time results.
Mark Carey’s TwitterGoogle Plugin: http://bit.ly/dCOX3R
#3LOCATION-BASED
SERVICES
Hoping to increase foot traffic to the store?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
Hoping to increase foot traffic to the store?
Want to sell more of a particular item?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
Hoping to increase foot traffic to the store?
Want to sell more of a particular item?
Want more patrons at certain times of day?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
Hoping to increase foot traffic to the store?
Want to sell more of a particular item?
Want more patrons at certain times of day?
Want to promote a specific product?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
Hoping to increase foot traffic to the store?
Want to sell more of a particular item?
Want more patrons at certain times of day?
Want to promote a specific product?
Looking for new customers acquisition?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
Hoping to increase foot traffic to the store?
Want to sell more of a particular item?
Want more patrons at certain times of day?
Want to promote a specific product?
Looking for new customers acquisition?
Looking for repeating customers loyalty?
Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
#4AUGMENTED
REALITY
RTW + AR= OMG! ! !
7 DEADLY
PR SINS IN THEREAL TIME WEB AGE
Photo: Wikimedia http://bit.ly/amqwex
PRIDE#1 STILL
PRETENDING TO KEEP CONTROL
“ In 2 0 09 mo re data wa s g en erate d by i nd i v i d ual s t han in t he ent i re h i s tor y of mankind through 2008.”
Andreas Weigend,former Ch ief Sc ient i s t @
Amazon.com
HOW DO YOU MONITOR
SPLINTERNET ?
Define your company’s potential “social circle”
Select only relevant platforms for your market
Check for monitoring tecnologies available (language is a big issue!)
Periodically adjust your monitoring panel
S LOTH#2 WAIT FOR THE PR AGENCY TO DO
THE JOB
PR account spots a twitter mex to handle
Account emails “client” (Ext. Rel. Manager)
“Client” sends email to colleague to check
Colleague replies to “client”
“Client” gives PR account the green light
PR account replies to twitter message
ENTIRE PROCESS TOOK
6 HOURS
CLIENT-SUPPLIER
Vs
PARTNERS
LUST#3 DESIRING SOCIAL MEDIA BUT NO REAL COMMITMENT
WOULD YOU OUTSOURCE SEX IN YOU PRIVATE
LIFE? ! ?
GREED#4 DOING IT
FOR THE ROI, NOT FOR THE GOOD
WAS ICH NICHT WEISS, MACHT MICH NICHT
HEIS...
Define Social Media ROI your way in advance
Anticipate the ROI you expect and plan budget accordingly
Get PR into the online marketing mix
ENVY#5 FOR THE PR
DISINTERMEDIATION
“2 years f rom now - if I s t i ll have a Director of Social Med ia – I shou ld be f i red!”
Br ian Wallace,VP Dig i tal Market ing & Med ia , RIM
WRATH#6 FOR PRIVACY INFRINGEMENTS
Privacy law is failing to keep pace with technological change.
In a world of 'publish first, think later', can corporate guidelines and policies still help preventing privacy-related issues?
GLUTTONY#7 FOR MORE AND MORE COVERAGE
UNTIL IRRELEVANCE
1.7 billion irrelevant press release emails estimated to be received in total each year by UK and US Journalists alone
78% of press release emails are received by Recipients to whom they are irrelevant
55% of Recipients have taken action to block a sender of news
Source: http://inconvenientprtruth.com/
LET ’S FIGHT REAL-TIME
IRRELEVANCE!
Photo by niallkennedy - http://flic.kr/p/5PPcZ
WE AIN ’T SEEN
NOTHING YET.
Thanks!
www.linkedin.com/in/mauroturcatti