Date post: | 17-May-2015 |
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Business |
Upload: | ged-carroll |
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Planning for a digital future
Ged Carroll: director, digital strategies
In this presentation
• Who am I?• Why digital?• The environment
(at least the way we see it)
• The challenges that PR as an industry faces
• Some case studies– Nau– HTC– Liz Claiborne– World Malaria Day– Microsoft
Who On Earth Am I?
Why digital?
Opportunity!• Media fragmentation• Declining editorial space• Blurring lines between editorial and
commercial space in some media sectors
• Easier measurement• Direct audience engagement• 24/7/365 reputational risk
If you had to live on a deserted island which would you take?
Global marketers viewpoint
TNS media intelligence/Cymfony polled 70+ marketers around the globe about their experiences incorporating all types of social media tools in their marketing strategies. Represented countries include the United States, Canada, the United Kingdom and France.
Which of the following most closely matches your personal point of view on the potential impact that social media will have in business?
People trust ‘people like us’
•Edelman found that people most likely to trust ‘people like me’•Marketers realising that WOM is an extension of loyalty•Fits in with Net Promoter measure•Marketers finding greater efficiency in focusing on consumers who count
Changes on the web
Changes in online communications
Digital and PR challenges
10
• Over 50 per cent of online PR is done by marketing and digital agencies
• Currently falls between digital marketing, customer services, SEO and PR for most organisations
• PR runs the risk of being defined by its traditional channels
• Lack of expertise and resources in research, planning, measurement and monitoring
• Lack of resources, support and training from CIPR/PRCA etc
• Other digital marketing disciplines filling online PR skills chasm
• Measurement is a never-ending debate in PR
Does PR as a discipline have ‘brand permission’ in the online space?
Here’s something that we made earlier…
The thought kitchen
• Nau had great ideas for a sustainable clothing line
• They sustained their brand and customer base through bankruptcy to be sold and re-emerge
Reducing customer dissonance• HTC struggled to
handle all the customer service enquiries
• Complex devices• Challenging
software partner• Looking to launch
its own-brand in Western markets
The UN stands up against poverty• The UN needed to create awareness and
generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to work toward the eradication of poverty worldwide by 2015.
• Targeted more than 343 influentials via three digital press releases
• SEO that increased impressions and clicks by 20 percent
• Conducted blogger outreach that resulted in at least 338 blog posts
• 25,000 followed via Twitter
• 290,400 connections via LinkedIn
• 9,500+ views on YouTube and UStream.TV
Love is respect
Liz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse
Bring campaign content, including videos, information and user-generated content, to popular social networkingWebby Award-winning campaign created thousands of
teen advocates igniting conversations and communities across facebook, myspace and YouTube
World Malaria Day
• Raise awareness of malaria and the MDG
• Highlight work that has been done by partners
• Encourage consumers to show political support for the Global Malaria Action Plan
Portumna
• Portumna has been a commercial centre for centuries
• Position at a strategic crossing point on the river Shannon
• Local shopkeepers who’ve know my family for at least four generations
• Understand their consumer needs
• Life-long relationships
We’re trying to ‘bottle this lightning’ with online marketing!
Any questions?
Thank you for listeninghttp://ruderfinn.co.uk | http://renaissancechambara.jp