Download - The Brave New Of Social Media World
![Page 1: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/1.jpg)
The Brave New OfSocial Media World The Brave New Of
Social Media World
Kevin Read, Managing Director, Bell Pottinger Business & Brand
Presentation for CIPR Northern Conference, 2011
![Page 2: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/2.jpg)
“Nothing is so painful to the human mind as a great and sudden change.”
Mary Shelley
![Page 3: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/3.jpg)
The Old Way
![Page 4: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/4.jpg)
How Life Has Changed
![Page 5: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/5.jpg)
The Business Benefits
More innovation More effective marketing Better access to knowledge Lower cost of doing business Higher revenues Networked companies
Source: McKinsey & Co.
![Page 6: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/6.jpg)
Client Gains
• Better interactions with customers • Increased customer awareness/understanding
of products• Improved customer satisfaction • Faster access to expertise outside a company
Source: McKinsey & Co.
![Page 7: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/7.jpg)
“From Broadcast …
…to Dialogue”
![Page 8: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/8.jpg)
The New Considerations
Community
Content
Conversation
![Page 9: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/9.jpg)
What Clients Are Demanding
Channel neutral responses More value for money Integration of media relations with social
media Longer lasting campaigns More measurable results
![Page 10: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/10.jpg)
How Consultancies Are Adapting
Identifying skills gaps Providing coaching/training/qualifications –
re: social mediaIntegrating digital solutions Looking at new ways to measure impact Planning longer campaignsGreater use of seeding and media story
follow-up
![Page 11: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/11.jpg)
New Thinking
Social Media Impact Spike and Curve
![Page 12: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/12.jpg)
I M P
A C
T
T I M E
2) COMMUNITIESMAPPING DIRECT REACHPRE-ALERT
3) CONVERSATIONSSTIMULATE
OPINIONSRE-REACH
MEDIA RELATIONS
1) CONTENTVIDEO, SOUND, PICTURES
MEDIA RELATIONS
The Three Cs:Content, Community, Conversation
Adding Social Media Content Reaching Communities DirectlyStimulate Conversations
The Spike Of Media Relations
![Page 13: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/13.jpg)
Case Study
Impact Nuts and Bolts
![Page 14: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/14.jpg)
Unilever Sustainable Living Plan Results
14
![Page 15: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/15.jpg)
Down The Line
• Web 2.0 integrated into daily work • Increased information sharing • Less hierarchical information flows • Collaboration across silos • Tasks tackled in project based way
![Page 16: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/16.jpg)
Final Thoughts
• Social media is transforming PR• The power of the ‘traditional’ journalist will
continue to decline• ‘Broadcast’ is rapidly being displaced by
‘dialogue’• New entrants to the profession – will need to
master integrated approaches (the 3Cs)• In the future PRs will be the both the shaper
and stimulator of conversations
![Page 17: The Brave New Of Social Media World](https://reader035.vdocuments.us/reader035/viewer/2022062321/56813f79550346895daa64b1/html5/thumbnails/17.jpg)
Contact Kevin ReadManaging Director Bell Pottinger Business & Brand5th FloorHolborn Gate26 Southampton BuildingsLondonWC2A 1BP
Tel: 020 7861 2467Email: [email protected]