digital pr - a presentation at westminster university

Digital PR 101

Danny WhatmoughUniversity of Westminster

November 2011

Agenda

IntroductionsPR 2.0Case studySocial PRAn integrated approachCase studyHow to succeed in PR 2.0Any questions?

Introductions

Danny WhatmoughAccount DirectorEML Wildfire@dannywhatmoughhttp://uk.linkedin.com/in/dannywhatmoughhttps://plus.google.com/115157031632707026932/postshttp://www.dannywhatmough.com

Introductions

Frustrated web developerMusic gradFlogging artworkDigital marketingPR curiosityEML WildfireDigital pimping

Introductions

Top 10 UK tech PR agencyMerger in 201130 staff50+ clients£2m turnover

PR 2.0

Brand

PR 1.0

Brand

Journalist

Journalist

Journalist

PR 1.0

Brand

Journalist

Journalist

Journalist

PR 1.0

Brand

Journalist

Journalist

Journalist

PR 1.0

Brand

Journalist

Journalist

Journalist

PR 2.0 – democratisation of media

Brand

Journalist

Journalist

Journalist

PR 2.0

Brand

Journalist

Journalist

Journalist

PR 2.0 – brand engagement

Brand

Journalist

Journalist

Journalist

PR 2.0

Brand

Journalist

Journalist

Journalist

PR 2.0 – influencers

PR 2.0 – drivers

Democratisation of mediaDeath of traditional mediaThe growth of influencers

PR 2.0

What does this mean for PR?

Case study

Case study

Case study

The PR challengeGrow brand awarenessDifferentiate in a crowded marketBuild advocacy

Case study

Case study

Social PR

How social are you?

www.emlwildfire.com/tech_social_media

How social are you?

- Only 31% of brands with a Facebook account used it to engage

- Only 14% of tweets were replies and retweets

- Only 20% received comments on blogs and only one company took the trouble to reply

Social PR

Flash in the pan won’t workA sustainable approach is needed

Social PR

Content

Engagement

Community

Integrated approach

Brand

Journalist

Journalist

Journalist

PR 2.0 – influencers

Integrated approach

Putting an integrated campaign together

Deliver the campaign

Measurement and evaluation

Creative campaign ideas

Identify

the influencers

Situation analysisObjectives

Insight

Influence

InspirationInteract

Impact

Measurement

The ‘so what’ test

Outputs- Deliverables completed on time

Outcomes- Coverage received- Brand mentions- Interactions on social channels- Website traffic

Impact- Sign ups- Conversions

Case study 2

Case study 2

Case study 2

How to succeed

How to succeed

1. Stay ahead of the curve – use new channels

How to succeed

2. Read the media – ALL types of media

How to succeed

3. Make friends with the web – HTML, design

How to succeed

4. Write! Blog!

How to succeed

5. Get as much experience as you can!

Any questions?dannyw@emlwildfire.com

@dannywhatmough