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CIPRsm
HOW SOCIAL DO YOU WANT YOUR PR?
Neville Hobson @jangles
www.nevillehobson.com
www.nevillehobson.eu
January 24, 2013
CIPRsm
ABOUT NEVILLE HOBSON
CIPRsm
“The Hobson & Holtz Report” podcast, first episode on January 3, 2005
Co-hosts: Neville Hobson (UK) and Shel Holtz (USA)
60-90 mins weekly every Monday, recorded via Skype
Two reporters: US, Singapore
Downloads Q4/12: 24,000
Global audience: USA, UK, Canada, continental Europe, Australia, China
Two sponsors: Lawrence Ragan Communications, CustomScoop
www.forimmediaterelease.biz
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ON OUR RADAR IN 2012
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http://dilbert.com/strips/comic/2013-01-09/
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http://www.cipr.co/wiki-guide
http://en.wikipedia.org/wiki/Wikipedia:Neutral_point_of_view
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To satisfy people's hunger for great content on any topic imaginable, there will need to be a new category of individual working online. Someone whose job is not to create more content, but to make sense of all the content that others are creating. To find the best and most relevant content and bring it forward.
The people who choose to take on this role will be known as Content Curators. The future of the social web will be driven by these Content Curators, who collect and share the best content online for others to consume and take on the role of citizen editors, publishing highly valuable compilations of content created by others. In time, these curators will bring more utility and order to the social web.
In doing so, they will help to add a voice and point of view to organizations and companies that can connect them with customers – creating an entirely new dialogue based on valued content rather than just brand-created marketing messages.
Rohit Bhargava, Ogilvy http://www.rohitbhargava.com/2009/09/manifesto-for-the-content-curator-the-next-big-social-media-job-of-the-future-.html
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Content Marketing – Elevator Pitch
Traditional marketing and advertising is telling the world you’re a rock star.
Content Marketing is showing the world that you are one.
Content Marketing – For Practitioners
Content marketing is about delivering the content your audience is seeking in all the places they are searching for it.
It is the effective combination of created, curated and syndicated content
Content Marketing Institute http://contentmarketinginstitute.com/2012/06/content-marketing-definition/
http://socialfresh.com/great-content-marketing/
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High-quality content offers organizations a
chance to be credible sources of information on industry happenings. This is a trend that is likely to live on for many years.
As with any successful PR or marketing initiative, you need to evaluate whether there are sufficient internal resources or if outside partners can help deliver your company's vision in order to become the trusted resource that you desire your organization to be.
PR Week US http://www.prweekus.com/can-brands-be-content-creators-on-the-level-of-traditional-media-outlets/article/273596/
http://newsroom.cisco.com/home
http://www.coca-colacompany.com/
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IN OUR FACE IN 2013
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http://www.stayonsearch.com/content-marketing-that-you-need-to-avoid-at-any-cost
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http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
CIPRsm http://www.seomoz.org/blog/how-to-prepare-for-authorrank-and-get-the-jump-on-google
A Glimpse
Into the
Immediate
Future for the
Communicator
http://en.wikipedia.org/wiki/The_Scream
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http://tomfishburne.com/2011/02/for-immediate-release.html
https://twitter.com/mikebutcher/status/252701561703251970
CIPRsm https://twitter.com/jangles/status/293730314289811456
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http://www.shiftcomm.com/2012/12/social-media-press-release-2-0/
http://ing-group.pressdoc.com/34147-consumers-
find-social-media-increasingly-trustworthy
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WHAT IS PUBLIC RELATIONS?
Public relations is about reputation - the result of what you do, what you say and what others say about you
Its aim is earning understanding and support and influencing opinion and behaviour
To establish and maintain goodwill and mutual understanding between an organisation and its publics
http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr
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http://dilbert.com/strips/comic/2011-08-07/
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http://www.edelman.com/insights/intellectual-property/trust-2013/
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http://www.edelman.com/insights/intellectual-property/trust-2013/
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Profound changes are underway.
Skeptics will finish last.
Focusing on adoption is a dead-
end strategy.
Companies must be strategic.
Companies must be decisive.
Companies must act now.
Social software tools include wikis, blogs, microblogs,
discussion forums, social networks, social bookmarks,
tagging, crowdsourcing, and prediction markets.
http://www.deloitte.com/view/en_US/us/Industries/technology/e9c1b39fb701e210VgnVCM3000001c56f00aRCRD.htm
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Companies cannot survive (let alone
prosper) without recognizing that Social
as a phenomenon can allow us to
redefine our organisations to be
inherently more fast fluid and flexible by
its very design. Not by doing a little bit
more, or slimming down a bit here or
there, or by doing a few things a little bit
faster. No. We will not tweak our way into
the future.
Nilofer Merchant, author, “11 Rules for
Creating Value in the Social Era”
http://blogs.hbr.org/cs/2012/09/traditional_strategy_is_dead_w.html
CIPRsm
PR’S TIME TO LEAD 1. Provide clients with advice on
what to do, and then how to
communicate in the new
landscape
2. Aim to have the dominant
creative idea
3. Be comfortable with interpreting
data and insistent upon using it
4. Show, don’t just tell
5. Find the right balance between
global and local
http://www.edelman.com/p/6-a-m/the-history-and-future-of-pr/
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Pity the PR person
who is not agile and
technically astute
http://www.fastcompany.com/3000994/best-practices-b2b-pr
Brian Kardon
CMO, Lattice Engines, New York
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Relevant
Measurable
Valuable
Ethical
Open
Professional
BE…
CIPRsm
HOW SOCIAL DO YOU WANT YOUR PR?
Neville Hobson @jangles
www.nevillehobson.com
www.nevillehobson.eu
January 24, 2013
CIPRsm
Content of this presentation deck is
Copyright 2013 Neville Hobson. Some
rights reserved.
Re-use permitted - read the Creative
Commons license for terms.
You can obtain a copy of the original
PowerPoint deck on request.
If you have questions or comment arising
from your use of this deck, contact Neville
Hobson:
+44 7577 997 222
www.nevillehobson.eu
www.nevillehobson.com
@jangles
CIPRsm
NEXT SOCIAL SUMMER
Google + Author Rank – Steve Waddington – 21 February 2013
http://www.cipr.co.uk/events/2013-02-21/social-summer-google-and-author-rank