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HOW SOCIAL DO YOU WANT YOUR PR?

Neville Hobson @jangles

www.nevillehobson.com

www.nevillehobson.eu

January 24, 2013

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ABOUT NEVILLE HOBSON

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“The Hobson & Holtz Report” podcast, first episode on January 3, 2005

Co-hosts: Neville Hobson (UK) and Shel Holtz (USA)

60-90 mins weekly every Monday, recorded via Skype

Two reporters: US, Singapore

Downloads Q4/12: 24,000

Global audience: USA, UK, Canada, continental Europe, Australia, China

Two sponsors: Lawrence Ragan Communications, CustomScoop

www.forimmediaterelease.biz

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ON OUR RADAR IN 2012

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http://dilbert.com/strips/comic/2013-01-09/

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http://gapingvoid.com/

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http://www.cipr.co/wiki-guide

http://en.wikipedia.org/wiki/Wikipedia:Neutral_point_of_view

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To satisfy people's hunger for great content on any topic imaginable, there will need to be a new category of individual working online. Someone whose job is not to create more content, but to make sense of all the content that others are creating. To find the best and most relevant content and bring it forward.

The people who choose to take on this role will be known as Content Curators. The future of the social web will be driven by these Content Curators, who collect and share the best content online for others to consume and take on the role of citizen editors, publishing highly valuable compilations of content created by others. In time, these curators will bring more utility and order to the social web.

In doing so, they will help to add a voice and point of view to organizations and companies that can connect them with customers – creating an entirely new dialogue based on valued content rather than just brand-created marketing messages.

Rohit Bhargava, Ogilvy http://www.rohitbhargava.com/2009/09/manifesto-for-the-content-curator-the-next-big-social-media-job-of-the-future-.html

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Content Marketing – Elevator Pitch

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

Content Marketing is showing the world that you are one.

Content Marketing – For Practitioners

Content marketing is about delivering the content your audience is seeking in all the places they are searching for it.

It is the effective combination of created, curated and syndicated content

Content Marketing Institute http://contentmarketinginstitute.com/2012/06/content-marketing-definition/

http://socialfresh.com/great-content-marketing/

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High-quality content offers organizations a

chance to be credible sources of information on industry happenings. This is a trend that is likely to live on for many years.

As with any successful PR or marketing initiative, you need to evaluate whether there are sufficient internal resources or if outside partners can help deliver your company's vision in order to become the trusted resource that you desire your organization to be.

PR Week US http://www.prweekus.com/can-brands-be-content-creators-on-the-level-of-traditional-media-outlets/article/273596/

http://newsroom.cisco.com/home

http://www.coca-colacompany.com/

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IN OUR FACE IN 2013

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http://www.stayonsearch.com/content-marketing-that-you-need-to-avoid-at-any-cost

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http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

CIPRsm http://www.seomoz.org/blog/how-to-prepare-for-authorrank-and-get-the-jump-on-google

A Glimpse

Into the

Immediate

Future for the

Communicator

http://en.wikipedia.org/wiki/The_Scream

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http://tomfishburne.com/2011/02/for-immediate-release.html

https://twitter.com/mikebutcher/status/252701561703251970

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http://www.shiftcomm.com/2012/12/social-media-press-release-2-0/

http://ing-group.pressdoc.com/34147-consumers-

find-social-media-increasingly-trustworthy

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WHAT IS PUBLIC RELATIONS?

Public relations is about reputation - the result of what you do, what you say and what others say about you

Its aim is earning understanding and support and influencing opinion and behaviour

To establish and maintain goodwill and mutual understanding between an organisation and its publics

http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr

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http://dilbert.com/strips/comic/2011-08-07/

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http://www.edelman.com/insights/intellectual-property/trust-2013/

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http://www.edelman.com/insights/intellectual-property/trust-2013/

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Profound changes are underway.

Skeptics will finish last.

Focusing on adoption is a dead-

end strategy.

Companies must be strategic.

Companies must be decisive.

Companies must act now.

Social software tools include wikis, blogs, microblogs,

discussion forums, social networks, social bookmarks,

tagging, crowdsourcing, and prediction markets.

http://www.deloitte.com/view/en_US/us/Industries/technology/e9c1b39fb701e210VgnVCM3000001c56f00aRCRD.htm

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Companies cannot survive (let alone

prosper) without recognizing that Social

as a phenomenon can allow us to

redefine our organisations to be

inherently more fast fluid and flexible by

its very design. Not by doing a little bit

more, or slimming down a bit here or

there, or by doing a few things a little bit

faster. No. We will not tweak our way into

the future.

Nilofer Merchant, author, “11 Rules for

Creating Value in the Social Era”

http://blogs.hbr.org/cs/2012/09/traditional_strategy_is_dead_w.html

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PR’S TIME TO LEAD 1. Provide clients with advice on

what to do, and then how to

communicate in the new

landscape

2. Aim to have the dominant

creative idea

3. Be comfortable with interpreting

data and insistent upon using it

4. Show, don’t just tell

5. Find the right balance between

global and local

http://www.edelman.com/p/6-a-m/the-history-and-future-of-pr/

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Pity the PR person

who is not agile and

technically astute

http://www.fastcompany.com/3000994/best-practices-b2b-pr

Brian Kardon

CMO, Lattice Engines, New York

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Relevant

Measurable

Valuable

Ethical

Open

Professional

BE…

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HOW SOCIAL DO YOU WANT YOUR PR?

Neville Hobson @jangles

www.nevillehobson.com

www.nevillehobson.eu

January 24, 2013

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Content of this presentation deck is

Copyright 2013 Neville Hobson. Some

rights reserved.

Re-use permitted - read the Creative

Commons license for terms.

You can obtain a copy of the original

PowerPoint deck on request.

If you have questions or comment arising

from your use of this deck, contact Neville

Hobson:

+44 7577 997 222

neville@nevillehobson.com

www.nevillehobson.eu

www.nevillehobson.com

@jangles

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NEXT SOCIAL SUMMER

Google + Author Rank – Steve Waddington – 21 February 2013

http://www.cipr.co.uk/events/2013-02-21/social-summer-google-and-author-rank