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PR & Technology
How to Be Effective in Today’s Digital World

           November 16, 2011
Before We Begin…

 ü  Business Goals
        ü  PR
ü  Digital Footprint
PR & Technology How to Be Effective in Today’s Digital World
Technology’s Role in PR & Marketing
ü  Easy to Use
  ü  Effective
 ü  Affordable
No Need To
Promote Your Brand
Connect with Influencers
Raise Awareness
Care for Customers
PR & Technology How to Be Effective in Today’s Digital World
PR & Technology How to Be Effective in Today’s Digital World
“Things don’t have to change the world to be important.”

- Steve Jobs
Why Digital Content
Digital Marketing: The “New” PR


The promoting of brands using all forms of digital
  advertising channels to reach consumers.* This
  now includes television, radio, Internet, mobile,
  social media marketing, and any other form of
                   digital media.


               *Or your customers
Then…
Now…
Image: guardian.co.uk
Share Your Knowledge
Understand Your Customers
All too often, B2B marketing
efforts are restrained by a deadly
seriousness that simply ignores
the humanity of the target.

Fast Company
Where B2B marketers plan to
         spend in 2012

•  20% social media;

•  19% online ads;

•  18% mobile marketing;

•  17% search engine marketing




ANA (Association of National Advertisers)
Marketers Biggest Headaches


       v Data Explosion

       v Social Media

       v Proliferation of Channels and Devices

       v Shifting Consumer Demographics

IBM CMO Study 2011
Make Your Brand “Human”
Source: Wikipedia
PR & Technology How to Be Effective in Today’s Digital World
Humans Solve Problems

v Data – resourceful, helpful, pointed (vs just
  entertaining)


v Social Media – building awareness,
  relationships (vs making deals, specials)


v Proliferation of Channels and Devices -
  (integrated pull/push/pull marketing campaigns,
  reusable content)
“Business customers are people
too, and they love to connect in
social channels”


Josh Bernoff, author and analyst
From Point A to Point B
PR & Technology How to Be Effective in Today’s Digital World
PR & Technology How to Be Effective in Today’s Digital World
The Basics
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
Source: Wikipedia
PR & Technology How to Be Effective in Today’s Digital World
Source: Wikipedia
PR & Technology How to Be Effective in Today’s Digital World
PR & Technology How to Be Effective in Today’s Digital World
YouTube
Viddlr
Brightcove
PR & Technology How to Be Effective in Today’s Digital World
PR & Technology How to Be Effective in Today’s Digital World
PR & Technology How to Be Effective in Today’s Digital World
ü WordPress
ü Tumblr
ü Posterous
ü Blogger
ü Movable
   Type
ü LiveJournal
PR & Technology How to Be Effective in Today’s Digital World
PR & Technology How to Be Effective in Today’s Digital World
ü Reward Customers
ü Encourage Repeat
   Visits
ü Take Advantage of
   Your Customers’
   Networks
Some Rules of Engagement
Source: Wikipedia
”
                  tract
           l   Con
      ocia
“The S
PR & Technology How to Be Effective in Today’s Digital World
Source: Wikipedia
“…increased productivity in the call center by 10 percent and quality of guest care
continues to rise”
Give em Something Special
PR & Technology How to Be Effective in Today’s Digital World
Source: Wikipedia
Source: Wikipedia
PR & Technology How to Be Effective in Today’s Digital World
PR & Technology How to Be Effective in Today’s Digital World
Speed Counts
PR & Technology How to Be Effective in Today’s Digital World
•  Sense of humor
•  Stick with the shtick
•  Resourceful
•  Open/transparent
•  Consistent
“Delivering customer value is paramount — and an organization’s behavior is as
important as the products and services it provides” IBM CMO Study




•  Always say
   “Please” and
   “Thank You”

•  Personal … &
   professional

•  Talking with
   not at

•  Resourceful
•  Innovative

•  Understanding
   the audience

•  Patience

•  Sense of humor

•  Taking risks

•  Track and
   measure
ROI
Influencers Notice

         I agree with Christine Perkett. I like the fact that PR people are reading
         my tweets, at least if they are reading the substantive posts that most of
         the tweets link to. That way they'll follow what I'm writing and, I hope,
         only pitch me on stuff there's some chance I am interested in. As
         long as they don’t start pitching me on Twitter -- Facebook pitches are bad
         enough.

         Steve Wildstrom, BusinessWeek blog, “Freak out: Twitter infested by PR”


“The agency of the future is a ‘connected’ one I can’t imagine ever
advising a client to deal with an advertising, PR, or interactive team that
doesn’t get social media. But with the power shifting to the participants,
agencies must demonstrate they can participate before they can ever
help clients with it”

Jeremiah Owyang, Forrester/Web Strategist Blog
PR & Technology How to Be Effective in Today’s Digital World
•  2.7 times increase in website traffic

•  3.2 times increase in conversion

•  5.3 times increase in blog traffic

•  6.0 times increase in registration of community
   members

•  Numerous awards, coverage, recognition
So Now What?
PR & Technology How to Be Effective in Today’s Digital World
“Companies Who Start [Social] With
Implementation Are At Risk.”

– Jeremiah Owyang, Altimeter Group
PR & Technology How to Be Effective in Today’s Digital World
Image: venturebeat.com
No One-Trick Pony
PR & Technology How to Be Effective in Today’s Digital World
PR & Technology How to Be Effective in Today’s Digital World
Thank you!



             Christine Perkett

         cperkett@perkettpr.com

             P: 781.834.5852
        @PerkettPR and @missusP

http://www.linkedin.com/in/christineperkett
   http://www.facebook.com/PerkettPR

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