online pr presentation - citigate dewe rogerson
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The business case for online PRand its implications for corporate communications
By Phil SzomszorCitigate Dewe Rogerson26 November, 2008
By 2012…
65.1% say it will be completely integrated with other communications channels
30.3% say it will be an important add-on to traditional channels No-one thought it would be a fad and increasingly unimportant… no
surprises there
There is an appetite for online PR
We’re on the right lines though
23.9% say that it’s an important element of the overall communications strategy
51.4% have adopted some elements of online PR into overall approach 19.3% are still investigating online PR and plan to dedicate
resources/budget to it in 2009
What online PR activities are people doing?
0
10
20
30
40
50
60
70
80
90
Searc
h Eng
ine O
ptim
isatio
n (S
EO)
Pay P
er C
lick a
dver
tising
(PPC)
Banne
r adv
ertis
ing
Onli
ne cl
assif
ied
adve
rtisin
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Affilia
te m
arke
ting
RSS Feed
s
Buzz
mon
itorin
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Blogg
er re
latio
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Socia
l net
work
enga
gem
ent
Produ
cing o
wn co
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log
Contri
bution
s to
rele
vant
third
par
ty blo
gs/fo
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E-New
slette
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Develo
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t of o
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cont
ent
Oth
er (p
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e sta
te)
Yet it doesn’t attract much of the marketing budget
Proportion of marketing budget dedicated to online PR
But there’s light at the end of the tunnel
11.9% intend to start online PR for the first time in the next year 42.2% will increase budget dedicated to online PR
What are the barriers to adopting online PR?
The top three reasons are:
1. Lack of available budgets (48.6%)
2. Absence of skills in-house to drive projects (40.4%)
3. Lack of understanding of what online PR can do for our business (31.2%)
Let’s look at what’s holding things back
It’s not being measured
26.6% don’t measure the effect of online PR at all …and this isn’t just the people that aren’t really doing it yet – almost
30% of the ‘some elements’ respondents don’t measure the effect of online PR
Spread the love
Online PR tends to only involve the marketing team
– Only 24.8% said that online PR was an integrated approach between marketing, PR, corporate comms, IT etc.
The ‘harder’ or less easily measurable activities aren’t being embraced yet
0
10
20
30
40
50
60
70
80
90
Searc
h Eng
ine O
ptim
isatio
n (S
EO)
Pay P
er C
lick a
dver
tising
(PPC)
Banne
r adv
ertis
ing
Onli
ne cl
assif
ied
adve
rtisin
g
Affilia
te m
arke
ting
RSS Feed
s
Buzz
mon
itorin
g
Blogg
er re
latio
ns
Socia
l net
work
enga
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ent
Produ
cing o
wn co
mpa
ny b
log
Contri
bution
s to
rele
vant
third
par
ty blo
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E-New
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Develo
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t of o
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We can learn from those already doing it…
The Digital Early Birds
Those that said online PR was an important element were… More likely to go for hard to reach fruit, like blogger relations (34%),
social networking engagement (42.3%) and produce own company blog (46.2%)
This is in addition to the ‘easy’ activities, such as PPC or SEO Measure impact (only 3.8% don’t measure the impact of online PR) Dedicate resource (42% spend more than 10% of marketing budgets) …but budget limitations are still a gripe for half of respondents
The Digital Tortoises
Those that said they were investigating online PR for next year were… More likely to go for low hanging fruit, like SEO (38.1%), banner advertising
(47.6%) and e-newsletters (57.1%) More likely to lack the skills in-house than overall sample (47.6%) …but were still confident that it would be an integrated element of the
communications mix by 2012 (57.1%)
Don’t take our word for it…
“It is the best way to reach the media and stakeholders. More and more people are moving online for everything from entertainment to
information.”
“As we are a technical company in quite a niche market often the first place potential customers will research our products is
online so we need to increase our online presence. Also from a corporate image point of view it is important that we have online
visibility as well as offline.“
“We don't want to be
left behind!”
“PPC is the obvious starting point for any online marketer. It is becoming more and more
expensive and SEO, and the online PR variants, will become
more important in the on-line arms-race” “To keep up with trends we
will create more blogs and input more regularly to
industry blogs. We are also looking at having a presence
in Wikipedia. “
“We've not adopted it fully, so it needs more resource, hence more
spend.”
“Online PR will be part of integrated campaigns, the
shift therefore will more and more be in the direction of online
communication moving away from more traditional methods. Online comms is
greener and more cost effective that traditional methods, in theory more
user friendly and turnaround can be a lot
quicker if delivering timely comms.”
1. Set clear objectives for online PR2. Dedicate resources3. Get buy-in from across the company4. Measure it using combination of web analytics and buzz monitoring5. Report back to those involved6. Use a combination of tools7. Accept that online PR is much more of a two way conversation8. Network with peers to find out what works (and doesn’t)9. Experiment – there are guidelines but no established rules yet10. Keep going – it doesn’t happen overnight
Tips to help online PR take off
The benefits of running an online PR campaign
1. Competitive differentiator
2. Boost your website ranking
3. Greater innovation through collaboration
4. Get closer to customers – build relationships
5. Be more responsive to the changing news agenda
6. Achieve more from traditional PR
7. Move beyond the ‘spin’ associated with PR
For more information, please contact:Phil SzomszorCitigate Dewe RogersonTel: 0207 6389571Email: phil.szomszor@citigatedr.co.ukTwitter: http://twitter.com/theredrocket
Buzz monitoring Crisis management Company blogs Website design and copyrighting Blogger relations Twitter and micro blogging feeds Press release optimisation Viral campaigns Social media management
Talk to us about your online PR requirements
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