What’s Up & Coming: Examining the New Frontiers of PR

Social Media & PR Conference 2014, Hong Kong 27 February 2014

Erica Pompen Senior Vice President and Asia Pacific Consultancy Director

Hello! from #text100

erica.pompen@text100.com.hk

hk.linkedin.com/pub/erica-pompen/3/bb7/a62

@ericapompen

Erica Pompen Senior Vice President, Asia Pacific Consultancy Director

Our Journey Today

1. Breaking down the silos between marketing & PR

2. Content marketing & PR: A good fit?

3. Harnessing the power of “Big Data” in PR

4. PR & social media predictions for 2014

Shifts in technology, business and society

have changed everything

The way we communicate

THEN

Limited channels

Top down

Content to be consumed

Scheduled programming

Asynchronous

Interruption-based communication

Owned media N

OW

Pervasive platforms

Every direction

Content to be shared

Self-directed search & discovery

Real-time

Engagement-based communication

Paid, owned and earned media

Our circle of influence

We decide on the channels

Today’s customers no longer react this way

ATTENTION

INTEREST

DESIRE

CONVICTION

CLOSE

Buyer’s journey

Classic Dynamic

AWARENESS

CONSIDERATION

LOYALTY

SUPPORT

INTENT

ADVOCACY

ACTION

Highly fragmented

Disruptive

New Breed of PR Specialist

Today Tomorrow

• Build awareness, reputation, thought leadership

• Deliver value that supports business goals

• Understand media & influencers

• Understand audience, that includes customers

• Know what makes & constitutes news

• Engaging & entertaining storytelling skills

• Expert in specific disciplines within PR

• A generalist, understand the broader mix of marketing tools

• Good writing skills • Good in both written & visual communications

• Able to integrate traditional and social media

• Able to integrate owned, earned, paid and social media

• Track reach, impressions, Likes, fan growth • Track response rate, leads, business results

PUBLIC RELATIONS

What my friends think I do? What my mom thinks I do? What the client thinks I do?

What the society thinks I do? What I think I do? What I actually do…

So, is it Marketing or PR? Who owns what?

Where does the skill set sit? How to breakdown the silos?

YouTube link: http://www.youtube.com/watch?v=BDbvAEcP_2k

NAB: Break Up

Use content

Drive content

Understand the Fundamental We’re all in the content business

Lee Odden CEO, TopRank Online Marketing

Public Relations

Marketing

Find a common ground

The Future: Integrated

Align and execute on shared goals

Integration opportunities • Messaging and story • Content plan • Coordinated channels • Listening for buying signals • Content placement

…and more

Content Marketing Inroad for integration

“Traditional marketing and advertising is TELLING the world you’re a rock star.

Content Marketing is SHOWING the world that you are one.”

-- Robert Rose, Content Marketing Strategist, Author, Storyteller

Content Marketing at a glance

• Uses informative, entertaining and/or consultative content to attract, acquire and engage a pre-defined group of stakeholders

• Putting knowledge, information or entertainment into compelling stories

• Addresses all kinds of stakeholders

• Content can be published in any formats, on any channels

• Brands becoming media

$118.4 billion projected spent on content marketing, video marketing & social media in 2013

91% B2B marketers use content marketing

27 million pieces of content are shared everyday

61% consumers feel better, likely to buy from a company that delivers custom content

Interesting content : 1 of the top 3 reason people connect with brands on social media

90% consumers find custom content useful

Content Marketing Institute, AOL, Nielsen, eMarketer, Content+

1 joke 15,000 retweets

20,000 Likes

Clever. Sharp

Pre-publicity: zero Earned media: countless 430,000 copies sold: in one day

Irreplaceable

EARNED MEDIA

CONTENT

Facts

Creative

Messaging Optimize

OWNED MEDIA

PAID MEDIA

PR GOALS

• Build awareness • Create interest • Drive thought

leadership • Solicit endorsement • Shift perception • Educate audience • Brand reinforcement

MARKETING GOALS • Sales • Lead generation • Lead conversion • Traffic increase • Customer loyalty • Customer service

efficiency • Employee retention

Messaging Content planning Social media Promotion Out-of-the-box thinking Audience-focused

PR

What makes good content?

Compelling storytelling

Data-driven approach

BIG

DATA

Data that is too large, complex and dynamic

for any conventional data tools to capture, store, manage

and analyse

The right use of Big Data allows business

to spot trends, gather niche insights and

make better decisions

• Find your audience

• Actionable, real-time insights

• Monitor and identify content your audience are interested in

• Lead content marketing strategy

• Effective tracking and measurement, and evolve

FACTS

vs.

INTUITION

Be scientific, be critical

Set objectives

Understand, adopt tools

Gather, compile

data

Analyse, interpret

into insights

INSIGHTS

DIFFERENTIATE

ENGAGE

ASSESS

WHERE TO START?

Master Big Data

TRANSFORM OUR APPROACH

A data-driven campaign

Oversaturated IT trends did not align with on-ground reality.

DATA COLLECTION Qualitative &

quantitative; 87 IT leaders

CONTENT DEVELOPMENT Whitepaper and

digital assets

LAUNCH Analysts, media,

online influencers

14 pieces of media coverage

Whitepaper reached

out to 28 analysts

Over 1,000 views on microsite

22 new sales leads

5 Key Predictions • Data, data everywhere

• Content marketing is the new black (and red, and green, and blue..)

• Changing channels, changing minds

• Chasing influence

• Niche goes big

The year of integration between real-time monitoring & analysis,

content creation and amplification

2014

Our Lessons

• Don’t just think integrated, act now!

• PR is in a strong position to transform, embrace integration

• Immediate opportunities for data-driven content amplification and channel integration

• By combining the valuable insights, we have the power to differentiate our business and effectively engage our audience with measurable impact

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