Reality Check: 5 PR Imperatives

Reality Check: 5 PR Imperatives

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  Reality Check: Five PR Imperatives KevinDugan, APR Empower MediaMarketing IPRLS | 04.01.11
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  @empowermm
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  Five PR Imperatives Today’sTopics Brands “it’s about more than you” Media Channels are no longer in silos Content is not (just) what you say Social Media is more than online Change is not a linear, annual exercise @empowermm
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  Half-Full @empowermm
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  Used with Permission:http://www.flickr.com/photos/ashraichura/3073414602 @empowermm
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  “It’s About MoreThan You” 1) Brand Imperatives @empowermm
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  @empowermm
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  Brand Imperatives OpenLeadership: “Giving Up Control Requires More Rigor, Not Less” • Operational process • The rules and the game • True understanding of • Customer • Brand • Business Goals @empowermm
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  Brand Imperatives Inside-OutProcess: Employees must understand • Policy – What they can’t do • Training – What they can do • Plans – An overview of the external social media program and how they fit into it Social Voice: This is not brand voice; this is a person indirectly reinforcing your brand @empowermm
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  Brand Imperatives Social Voice: Someone you can Google Brand Voice Social Voice Brand accurately reflected Manifested in several real people Single, anonymous, one-way Brand is more human in social Consistent across touch Engaging and two-way points Unique to the company Listens, learns and interacts − Social Media for Dummies, Shiv Singh @empowermm
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  Channels Are NoLonger In Silos 2) Media Imperatives @empowermm
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  @empowermm
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  Media Imperatives @empowermm
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  Media Imperatives Paid Media Owned Media Earned Media Traditional, Online, All Forms In-Store, Websites, Content Conversation, PR, Search Results •Display Ads •Home Depot YouTube Brand • Product performance •Paid Search Channel Experience Online Paid Content & • Customer Service •Targeting •Website/Blog/Newsletters and Service Placements Services Driven • Online Experience/Utility •Video Pre-Roll, Mobile •CRM Database • Employee Interaction • Apple Genius Bar • Brand Advocacy • TV Influencer Offline Brand Assets • Packaging/Display • News/Media Coverage •Print, All Other & In-Store • Video Demonstrations & Influencer Media • Blog Coverage •Owned Media (In Store) • Experential Driven • Brand Expert or Maven Metrics & KPIs that Matter in an Paid/Owned/Earned World Traditional Brand Readiness Brand Agility Brand Advocacy Brand Latency Reach, frequency, Is the brand primed to drive Can the brand flexibly sense and Do customers advertise & Does the media live in opinion, GRP, clicks, incremental value in respond to early signals (and recommend for brand. perpetuity, or position visits anticipation of paid media. drive more value) Who, how & where? itself in purchase funnel. NMIncite 2010, Pete Blackshaw @empowermm
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  @empowermm
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  Media Imperatives Tointegrate across media, we must be more flexible about how content, consumers and technology connect with a brand. @empowermm
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  Is Not (Just)What You Say 3) Content Imperatives @empowermm
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  Content Imperatives Brands compete online with more than 1.6 billion messages. EVERY. Single. Day. 1.5 billion via Facebook 3,000+ press releases distributed, 50,400 video hours uploaded to YouTube, 750,000 photos uploaded to Facebook, 900,000 blog posts are published and 140 million tweets posted on Twitter @empowermm
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  Content Imperatives Syndication:Sharing from one person to many networks, moving from RSS/aggregation to filters/ curated content @empowermm
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  Content Imperatives SearchSkills Critical • Organic search skills needs to become 2nd nature to PR, like AP Style • Paid search applies for crisis communication • Search can help with metrics/analytics @empowermm
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  Content Imperatives Traditional/Mainstream:Decimated, evolving Citizen-Fortified (organized): Helps traditional with hyper-local content Consumer-Generated (unorganized): Passionate, well-received as highly transparent/genuine @empowermm
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  @empowermm
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  Content Imperatives Brand:Shifting from advertorial to games, feature films and substance (Wal-Mart, Converse, IKEA) Unconventional Formats: Brands uncomfortable with comments, Flickr protests, tweets, random consumer insight @empowermm
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  Content Imperatives RoleRevolution • Agencies: Becoming Publishers, Unconventional Roles like record label, Venture Capitalist for client • Consumers: Looking for more, customized to their needs – yet they have less attention • Media: Collaborating on projects (Forbes blogs) • Brand: Creating their own media outlets like P&G’s Man of the House, Adobe’s CMO.com @empowermm
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  @empowermm
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  It’s More ThanOnline 4) Social Media Imperatives @empowermm
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  Social Media Imperatives People using technology to do online… Platforms Blogging Social Video/ Photo/ Communities/ Online Networks/ Audio Sharing Wikis Gaming/ Geo-Location Virtual Worlds Sites Twitter, Facebook, Youtube, Flickr Wikipedia, Club Blogger, MySpace, Cincy Moms Penguin, Wordpress LinkedIn Like Me Second Life …many of the things they do offline Behaviors Create Connect Collaborate React Organize Amplified @empowermm
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  Social Media Imperatives Social Media is an engagement platform; not broadcast It’s not about every channel. It’s about the right channel(s) Social media is a line to the consumer that leads offline; mobile connects the two @empowermm
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  Social Media Imperatives From a “1984” fear of one organization monitoring our every move; to actively recording our every move for multiple organizations: • Status updates • Check-ins • Food/Music/TV/Movies • Travel schedule • Bathroom habits @empowermm
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  Social Media Imperatives Personal vs. Professional • 9 to 5 vs. 24/7 • Freedom vs. always on • Facebook vs. LinkedIn @empowermm
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  Social Media Imperatives @empowermm
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  It’s Not ALinear, Annual Exercise 5) Change Imperatives @empowermm
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  Change Imperatives A Five-YearPrediction, from 2005 Facebook will have 600MM members, a movie and more display ad revenue than Yahoo. The newly launched YouTube will get more searches than Yahoo. Foursquare: 2009 iTunes App Store: 2008 Twitter: 2006 YouTube: 2005 Facebook: 2004 LinkedIn: 2003 iTunes: 2001 @empowermm
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  Change Imperatives Redefine:Expand consumer focus from campaign/transaction to include committed/ relationship Co-Create: Give consumers tools to create content and shape the brand in small ways Iterate: Consider ongoing change and the ability to better test and learn from “new” @empowermm
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  Change Imperatives GetInvolved: Help shape future of issues • Ethics, professional growth: PRSA • Privacy: Electronic Privacy Information Center • Content Quality Standards: Internet Content Syndication Council • Transparency: Federal Communications Commission • Industry-Wide Metrics: ANA, 4A’s IAB joint venture @empowermm
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  Change Imperatives Changeis constant (Heraclitus, 500 b.c.) Consider new rules for new tools, but never throw out the golden rules Test and learn vs. experiment When in doubt, follow the consumer – not your competitor @empowermm
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  @empowermm
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  For More… Twitter Blogs @prblog The Bad Pitch Blog @empowermm badpitch.blogspot.com @badpitch Social Study empowermm.posterous.com Strategic PR prblog.typepad.com @empowermm
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  Reality Check: Five PR Imperatives KevinDugan, APR Empower MediaMarketing IPRLS | 04.01.11