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?!

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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

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“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?

Source: Search Gone Wild, 2010 http://bit.ly/cDFB9p

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

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Photo by Simon Wicks - http://flic.kr/p/7xabCR

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!

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WE AIN ’T SEEN

NOTHING YET.

Thanks!

www.linkedin.com/in/mauroturcatti