The Future of PRJanuary 2013

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DATA: FUTURe OF PR

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WAS: MeDiA MYOPIABusiness and Trade Press Consumer-Facing Media

Focus: Customer Success/Consumer Experience

Target: Marketing and Sales

How companies are utilizing “Engagement Marketing” to reach their customers & differentiate their Brand

The Role Company is playing in defining the web 2.0

Focus: Consumer Experience/Customer Success

Target: Viral Consumer, female online consumer

How “Engagement Marketing” is helping consumers accomplish their online goals. Fueling a transition to

the 2nd Generation of the Web

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NOW: MULTICHANNEL

LinkedIn Group

of CMOs

Blog/Site

Events and

Webinars

Twitter

Analysts

Earned

Media

Live stream events

Surround CMO’s with content on how to use live streaming

Group hosted by CMO as a peer to peer group discussing effective use of video in marketing

Replicate for advertising, PR and marketing agencies at center

Apply marketing automation

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“PR” IN “eNTRePReNeUR”

20+ years of consumer/corporate/crisis/privacy/financial and M&A PR experience in-house and agency

Top tier media relations experience at eBay Inc., LinkedIn, Ketchum

Local print and broadcast experience at eBay Classifieds Group, Ketchum

Digital, social media, marketing automation at GSI Commerce, LinkedIn, eBay Inc., Ketchum w/Kodak

Global and international agency management

Founder and CEO of TweetaliciousBuilt Mosaic MVP – product market fit w/PR

Board of advisors from Nordstrom, Skype, Fashion Institute of Technology, TheFind.com and Pet360.com

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VALUE to YOUUnderstand how tech companies are organized around the new PR

Experience building and leading small & large teams – US and global

Product and program level knowledge of social – through LinkedIn and Mosaic

Sell an integrated communications solution through a relationships

Lots of failures and successes you can learn from

Entrepreneurs approach to drive growth: Fail fast. Test, fix, expand targets.

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Future is now

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TAKING ON HP & AD FirM

Kodak InkJet printer: Center of the corporate turnaroundSkunk works program from CMO/CEO and 1 Ketchum person to start

Team to 50+ world wide

Massive integrated program: online, advertising, tech PR, consumer PR, POS, employee communications, IR and corporate

How I won the business for the SF office?• Proved with data that YouTube/online influenced reporters and coverage

• Took ~$1 million from Ogilvy for Phase I: Online

• PR/Ketchum led messaging and strategy from there

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PR: BRAND FOR TALeNT

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DRIVE ENGAGEMENT

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Product MArket fit

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Why is this IMPORTANT?

Is this really PR?

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PR in LiNKeDiN BOD

ReidSKiP

LeSLie

JeFF

DAViD

MiCHAeLSTANLeY

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DAY 1: 15,000 UPDATES

Day 2: 30,000 updated profiles – just India

Press coverage: 5 million+ impressions

Repeated it globally in every country