digital pr - a presentation at westminster university
DESCRIPTION
A presentation to PR Masters students at the University of Westminster. November 2011.TRANSCRIPT
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!
