Post on 13-Sep-2014
description
What’s Up & Coming: Examining the New Frontiers of PR
Social Media & PR Conference 2014, Hong Kong 27 February 2014
Erica Pompen Senior Vice President and Asia Pacific Consultancy Director
Hello! from #text100
erica.pompen@text100.com.hk
hk.linkedin.com/pub/erica-pompen/3/bb7/a62
@ericapompen
Erica Pompen Senior Vice President, Asia Pacific Consultancy Director
Our Journey Today
1. Breaking down the silos between marketing & PR
2. Content marketing & PR: A good fit?
3. Harnessing the power of “Big Data” in PR
4. PR & social media predictions for 2014
Shifts in technology, business and society
have changed everything
The way we communicate
THEN
Limited channels
Top down
Content to be consumed
Scheduled programming
Asynchronous
Interruption-based communication
Owned media N
OW
Pervasive platforms
Every direction
Content to be shared
Self-directed search & discovery
Real-time
Engagement-based communication
Paid, owned and earned media
Our circle of influence
We decide on the channels
Today’s customers no longer react this way
ATTENTION
INTEREST
DESIRE
CONVICTION
CLOSE
Buyer’s journey
Classic Dynamic
AWARENESS
CONSIDERATION
LOYALTY
SUPPORT
INTENT
ADVOCACY
ACTION
Highly fragmented
Disruptive
New Breed of PR Specialist
Today Tomorrow
• Build awareness, reputation, thought leadership
• Deliver value that supports business goals
• Understand media & influencers
• Understand audience, that includes customers
• Know what makes & constitutes news
• Engaging & entertaining storytelling skills
• Expert in specific disciplines within PR
• A generalist, understand the broader mix of marketing tools
• Good writing skills • Good in both written & visual communications
• Able to integrate traditional and social media
• Able to integrate owned, earned, paid and social media
• Track reach, impressions, Likes, fan growth • Track response rate, leads, business results
PUBLIC RELATIONS
What my friends think I do? What my mom thinks I do? What the client thinks I do?
What the society thinks I do? What I think I do? What I actually do…
So, is it Marketing or PR? Who owns what?
Where does the skill set sit? How to breakdown the silos?
YouTube link: http://www.youtube.com/watch?v=BDbvAEcP_2k
NAB: Break Up
Use content
Drive content
Understand the Fundamental We’re all in the content business
Lee Odden CEO, TopRank Online Marketing
Public Relations
Marketing
Find a common ground
The Future: Integrated
Align and execute on shared goals
Integration opportunities • Messaging and story • Content plan • Coordinated channels • Listening for buying signals • Content placement
…and more
Content Marketing Inroad for integration
“Traditional marketing and advertising is TELLING the world you’re a rock star.
Content Marketing is SHOWING the world that you are one.”
-- Robert Rose, Content Marketing Strategist, Author, Storyteller
Content Marketing at a glance
• Uses informative, entertaining and/or consultative content to attract, acquire and engage a pre-defined group of stakeholders
• Putting knowledge, information or entertainment into compelling stories
• Addresses all kinds of stakeholders
• Content can be published in any formats, on any channels
• Brands becoming media
$118.4 billion projected spent on content marketing, video marketing & social media in 2013
91% B2B marketers use content marketing
27 million pieces of content are shared everyday
61% consumers feel better, likely to buy from a company that delivers custom content
Interesting content : 1 of the top 3 reason people connect with brands on social media
90% consumers find custom content useful
Content Marketing Institute, AOL, Nielsen, eMarketer, Content+
1 joke 15,000 retweets
20,000 Likes
Clever. Sharp
Pre-publicity: zero Earned media: countless 430,000 copies sold: in one day
Irreplaceable
EARNED MEDIA
CONTENT
Facts
Creative
Messaging Optimize
OWNED MEDIA
PAID MEDIA
PR GOALS
• Build awareness • Create interest • Drive thought
leadership • Solicit endorsement • Shift perception • Educate audience • Brand reinforcement
MARKETING GOALS • Sales • Lead generation • Lead conversion • Traffic increase • Customer loyalty • Customer service
efficiency • Employee retention
Messaging Content planning Social media Promotion Out-of-the-box thinking Audience-focused
PR
What makes good content?
Compelling storytelling
Data-driven approach
BIG
DATA
Data that is too large, complex and dynamic
for any conventional data tools to capture, store, manage
and analyse
The right use of Big Data allows business
to spot trends, gather niche insights and
make better decisions
• Find your audience
• Actionable, real-time insights
• Monitor and identify content your audience are interested in
• Lead content marketing strategy
• Effective tracking and measurement, and evolve
FACTS
vs.
INTUITION
Be scientific, be critical
Set objectives
Understand, adopt tools
Gather, compile
data
Analyse, interpret
into insights
INSIGHTS
DIFFERENTIATE
ENGAGE
ASSESS
WHERE TO START?
Master Big Data
TRANSFORM OUR APPROACH
A data-driven campaign
Oversaturated IT trends did not align with on-ground reality.
DATA COLLECTION Qualitative &
quantitative; 87 IT leaders
CONTENT DEVELOPMENT Whitepaper and
digital assets
LAUNCH Analysts, media,
online influencers
14 pieces of media coverage
Whitepaper reached
out to 28 analysts
Over 1,000 views on microsite
22 new sales leads
5 Key Predictions • Data, data everywhere
• Content marketing is the new black (and red, and green, and blue..)
• Changing channels, changing minds
• Chasing influence
• Niche goes big
The year of integration between real-time monitoring & analysis,
content creation and amplification
2014
Our Lessons
• Don’t just think integrated, act now!
• PR is in a strong position to transform, embrace integration
• Immediate opportunities for data-driven content amplification and channel integration
• By combining the valuable insights, we have the power to differentiate our business and effectively engage our audience with measurable impact
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• Text100 LinkedIn: Communication Conversation – Digital PR Debates
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