the new pr 2012
DESCRIPTION
The practice of PR has changed. This slideshow offers a view of the basics that every PR consultant should offer clients for 2012.Probably the most exciting part of the presentation is the list of URL's at the end... Nice way to be very motivated.TRANSCRIPT
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New Realities
David Phillips
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Our AimUnderstand what is happening to
the media and marketingCreate a capability for all client
teams to bid for a minimum 25% fee uplift.
Develop capability to get paid for research, advice and proposals
Look for value added from every form of communication
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In principle
1. More of the same1. We have to show that PR worked, 2. Was value for money, 3. Not AVE’s, 4. Use studies to show behaviour change
2. Compelling reason to swap budgets1. Show an offering better than
advertising, Dr Mail, Exhibitions, Print etc.
2. Demonstrate capability3. Show outcome uplift
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More of the sameQuick audit to show effects
◦Use our on/offline audit template◦Train in use
Access studies that show how effective PR was
Use our own evaluationShow value for money/ROI
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Compelling reason to find more PR budgetOld Marketing ‘don’t work
anymore’We have books & papers about
using multiple mediaMedia Clarity (fun focus groups)Opportunity and threat
◦First mover advantage – and be seen at top of game
◦Left behind with the losers
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Fun things clients can do with PRPlatforms
◦Laptops, iPads, Smart Phones, Kindle, Kinect, Flat screen, Touch screen, Near Field.
Channels◦Now have to strategically hook-up
press, Twitter, Facebook, YouTube plus, tactically, others
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Did Your PR work?
Do you measure real consumer behaviour:
• Using the same model as the Bank of England:
http://bit.ly/oymJtw http://bit.ly/r5VOji
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Did the client get the buzz?
http://socialmention.com/search?q=Cuisinart&t=all&btnG=Search
http://www.google.com/intl/en_uk/analytics/index.html
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Online Visibility?
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The new marketingThe internet and its related e-technologies have to a large extent upset the asymmetry of information that for so many years worked in favour of brand managers. Consumers are now empowered to interact with brands and other consumers but also to create their own content on user generated content sites leading to a more participative approach to branding. Internet brands adopt a more relaxed stance on brand management, which involves the consumer in fundamental stages of the brand building process. In this context, the brand manager is no longer a `guardian' of the brand but becomes more of a brand `host'. The question is to what extent can traditional companies follow suit? Are they comfortable to cede control to consumers? Do we need a new theory of branding in an e-space?George ChristodoulidesMarketing Theory, March 2009; vol. 9, 1: pp. 141-144
The importance of developing an effective e-marketing strategy is indicated by Michael Porter (2001) who has said:‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.’An e-marketing strategy is needed to provide consistent direction for an organisation’s e-marketing activities that integrates with its other marketing activities and supports the overall objectives of the business.Dave Chaffey
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Traditional media is changing
Newspapers loosing
Readers
Fraser Nelson the editor
of The Spectator (and ex-
political columnist for
the News of the
World) wrote about how
British newspapers are
hemorrhaging readers
and influence.
http://bit.ly/o13sP6
Sundays’ in Trouble May 2007 the total circulation of Sunday newspapers was 12.5m; by May this year it had fallen 22% to 9.7m, according to the Audit Bureau of Circulations.
Celeb Pubs knocked
Second half of last year the average net circulation for Hello! was 527,000 per issue and that for OK! 487,000 from previous levels as high as 800,000 and 600,000 respectively.
Consumer Mags Continue
Decline2010 UK market for print consumer
magazines was still in decline
overall. Overall, the UK's top 100
purchased magazine titles had an
average per-issue total circulation of
28,844,482 - which was a 4.1 per
cent decline year on year.
Magazine Format Gets FingerThe magazine format has its own problems among consumers. While digital
downloads may be down, compared to the print equivalent they “roughly
correlate their performance on the newsstand.” Based on the numbers, the decline may not be a lack of interest in the iPad as a digital print platform but rather a general disinterest in magazines.
Guardian reports B2B mags in troubleBen Dowell at the Guardian
reports that there were
4,733 UK B2B titles being
published in October 2010,
compared to 5,108 five
years earlier.
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The IMRG/Capgemini e-Retail sales index for May revealed that £5.3
billion was spent online during May, a rise of 18 per cent
compared to the same time in 2010.
“Overall, since January the index has grown 18 per cent
year-on-year, which is in line with our forecast for 2011."
Marketing is Changing
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According Experian
Hitwise, over 92 percent
of the UK’s internet
search was done via
Google in June, 2011. It
is the best performance
by the company in the UK
market so far.
Read More:
http://www.itproportal.com/2011/07/
13/uk-web-users-googled-the-most-i
n-june/#ixzz1SjHkHRva
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In the UK, the online and internet sector overtook TV advertising in terms of advertising expenditure for the first time during 2009. As a result, the UK market for online and internet advertising is now worth more than GBP4bn per year. http://www.just-food.com/management-briefing/social-media-influence-on-business-and-driver-of-online-advertising_id115809.aspx
Over 70% of B2B buyers use a search engine at the start of
their buying process and 75% B2B prospects click on organic
results.
Stephen Powers explains in his Forrester paper The Seven C’s of
Web Content Management that:
Consumers no longer interact with companies through siloed
channels. Instead, they expect to visit a company’s traditional
website one day, use the email channel the next, and use a mobile
application on the third. http://bit.ly/otrwGc
100 Retailers bit the dust this year.Oddbins, Moben, Dolphin, Focus DIY, Habitat and Jane Norman. Invest or fail.
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New platforms New ChannelsMove from PC to Smart Mobile
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New Media Consumption
Overall, smartphones are used across a much wider range of situations than tablets, which are reserved largely for use in the home, the data suggests.
connected devices - situation usage:- Watching TV: 70% among tablet users / 35% among eReader / 68% among Smartphone users- Lying in bed: 57% / 61% / 51%- With Friends/Family: 44% / 17% / 58%- Waiting for something: 42% / 32% / 59%- In the bathroom: 25% / 17% / 28%- Attending a meeting/class: 24% / 10% / 23%- Shopping/Running Errands: 21% / 9% / 59%- Commuting: 20% / 11% / 47%- Other: 35% / 39% / 50%
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New approaches to marketing communicationsMulti-touch point (10+) marketing
(Goog research) Multi mediaMulti DeviceIntegrated communicationAlways on networksResponsiveExcitingStill based on research...
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We can do behavioural change benchmarking targets and evaluation
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We can research to find channels
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With knowledge of current media
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What is NowNew Communication
◦ Google+◦ Augmented Reality◦ Skype in Facebook◦ Smart phone Apps◦ Virtual exhibitions and
environments◦ Kinect & Avatars◦ Smart Phone face
recognition◦ RIDF tracking◦ QR & Bar Codes◦ Screen Touch◦ Bump and Near Field
Integrates with◦ Traditional Press,
Radio & TV◦ Old social media
Blogs Twitter Wiki’s Facebook Etc
◦ Exhibitions◦ Direct Mail◦ eMail Marketing◦ Events◦ Experiential
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Some you can look at in application
QR Codes http://www.youtube.com/watch?v=7OCyf
V_k2_g http://www.youtube.com/watch?v=ZYDb
FTai0iE http://www.youtube.com/watch?v=h5mE
EFyQaYk
Augmented Reality http://news.bbc.co.uk/1/hi/programmes/c
lick_online/9522052.stm How Lynnx used it http://mashable.com/2011/03/17/unileve
rs-angels-ar/
Screen touch techologies http://www.youtube.com/watch?v=6Cf7IL
_eZ38
http://www.youtube.com/watch?v=nRrqIUKNcqc
http://www.microsoft.com/surface/en/us/default.aspx
How Nescafe use this technology http://
www.youtube.com/watch?v=htu8BfiDN2U
RFID How it works http://www.corerfid.com/technology/RFIDtechnology
/technologyRFID_fundamentals.aspx http://www.youtube.com/watch?v=jaHfVAbQJgY&fea
ture=player_embedded#at=98 Applications http://www.youtube.com/watch?v=zSMnmOgvkvs http://www.youtube.com/watch?v=gon3lGm952I http://www.youtube.com/watch?v=qjRE-2VarO4 Kia? http://www.youtube.com/watch?v=cPl4T8Zl9KM http://www.youtube.com/watch?v=TU9kEkL7WL4 http://www.youtube.com/user/theZommVideo?v=yc
d_kAAtA3E&feature=pyv&ad=12225943305&kw=phone
Bump/NFC http://www.youtube.com/watch?v=zw-uNTxn1Xc http://www.readwriteweb.com/mobile/2011/06/nfc-2
011-launch-driver-friendly-mobile-apps-using-your-car-keys.php
http://www.outputmagazine.com/wide-format-print/intelligence/trends/nfc-technology-on-posters-to-come-of-age-in-2011-says-jcdecaux/
http://www.youtube.com/watch?v=B4GKagRsG60 Mobile payments http://www.engadget.com/2011/06/16/uk-mobile-co
mpanies-take-aim-at-google-wallet-want-in-on-the-nf/
http://www.youtube.com/watch?v=TEx1pc-LsjA Kinect and avatars http://www.youtube.com/watch?v=eBTredGLI4c http://www.youtube.com/watch?v=PaCBTYc6XJ8
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Getting left behindFirst mover advantage for agency
and ClientsService offering to client teams
◦What is packaged and what is awareness
◦How to be creative◦How to present to clients
There will never be another chance – only me-to.
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The big bucks are at Board level
We have some big seminars for top people◦Issues and crisis management ◦Change management in times of
transparency◦Looking for growth in a sluggish
economy◦The New Marketing
Is this something you should be selling too?
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Winners and Losers
Spin or engagement
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Do we now haveBetter understand what is happening
to the media and marketingBasis to create a capability for all
client teams to bid for a minimum 25% fee uplift.
Ability to develop capability to get paid for research, advice and proposals
Opportunity to look for value added from every form of communication
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Great!!!!
David PhillipsJuly 2011