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Digital PR 101
Danny WhatmoughUniversity of Westminster
November 2011
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Agenda
IntroductionsPR 2.0Case studySocial PRAn integrated approachCase studyHow to succeed in PR 2.0Any questions?
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Introductions
Danny WhatmoughAccount DirectorEML Wildfire@dannywhatmoughhttp://uk.linkedin.com/in/dannywhatmoughhttps://plus.google.com/115157031632707026932/postshttp://www.dannywhatmough.com
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Introductions
Frustrated web developerMusic gradFlogging artworkDigital marketingPR curiosityEML WildfireDigital pimping
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Introductions
Top 10 UK tech PR agencyMerger in 201130 staff50+ clients£2m turnover
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PR 2.0
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Brand
PR 1.0
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Brand
Journalist
Journalist
Journalist
PR 1.0
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Brand
Journalist
Journalist
Journalist
PR 1.0
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Brand
Journalist
Journalist
Journalist
PR 1.0
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Brand
Journalist
Journalist
Journalist
PR 2.0 – democratisation of media
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Brand
Journalist
Journalist
Journalist
PR 2.0
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Brand
Journalist
Journalist
Journalist
PR 2.0 – brand engagement
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Brand
Journalist
Journalist
Journalist
PR 2.0
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Brand
Journalist
Journalist
Journalist
PR 2.0 – influencers
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PR 2.0 – drivers
Democratisation of mediaDeath of traditional mediaThe growth of influencers
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PR 2.0
What does this mean for PR?
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Case study
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Case study
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Case study
The PR challengeGrow brand awarenessDifferentiate in a crowded marketBuild advocacy
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Case study
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Case study
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Social PR
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How social are you?
www.emlwildfire.com/tech_social_media
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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
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Social PR
Flash in the pan won’t workA sustainable approach is needed
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Social PR
Content
Engagement
Community
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Integrated approach
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Brand
Journalist
Journalist
Journalist
PR 2.0 – influencers
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Integrated approach
Putting an integrated campaign together
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Deliver the campaign
Measurement and evaluation
Creative campaign ideas
Identify
the influencers
Situation analysisObjectives
Insight
Influence
InspirationInteract
Impact
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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
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Case study 2
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Case study 2
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Case study 2
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How to succeed
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How to succeed
1. Stay ahead of the curve – use new channels
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How to succeed
2. Read the media – ALL types of media
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How to succeed
3. Make friends with the web – HTML, design
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How to succeed
4. Write! Blog!
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How to succeed
5. Get as much experience as you can!