The document discusses how big data is changing the field of public relations. It defines both big data and public relations. Big data refers to extremely large data sets that are difficult to process using traditional tools due to their size and complexity. Public relations aims to build goodwill between an organization and its audiences. The document argues that as communication evolves, big data represents an opportunity for public relations to link reputation management to business outcomes. It provides examples of how big data can be used to understand audiences and measure campaign success. While acknowledging big data's limitations, the conclusion is that data is transforming the practice of reputation management and PR professionals need to learn how to use it effectively.
24. PUBLIC RELATIONS IS THE DISCIPLINE
WHICH LOOKS AFTER REPUTATION, WITH
THE AIM OF EARNING UNDERSTANDING
AND SUPPORT AND INFLUENCING OPINION
AND BEHAVIOUR. IT IS THE PLANNED AND
SUSTAINED EFFORT TO ESTABLISH AND
MAINTAIN GOODWILL AND MUTUAL
UNDERSTANDING BETWEEN AN
ORGANISATION AND ITS PUBLICS.
Source: CIPR
@EBA
25. BIG DATA
PUBLIC RELATIONS IS THE DISCIPLINE
OPPORTUNITY
WHICH LOOKS AFTER REPUTATION, WITH
THE AIM OF EARNING UNDERSTANDING
AND SUPPORT AND INFLUENCING OPINION
AND BEHAVIOUR. IT IS THE PLANNED AND
SUSTAINED EFFORT TO ESTABLISH AND
MAINTAIN GOODWILL AND MUTUAL
UNDERSTANDING BETWEEN AN
ORGANISATION AND ITS PUBLICS.
@EBA
46. CONCLUSION
1.
2.
3.
DATA IS CHANGING THE GAME FOR
THE PRACTICE OF REPUTATION
MANAGEMENT
BIG DATA IS NOT A SILVER BULLET
BIG DATA IS HERE TO STAY SO GET
USED TO IT
@EBA
THEY WOULD BUY YOUR PRODUCT , PERHAPS TEL L A FRIEND OR TWO IF THEY WERE PARTICULARLY IMPRESSED OR DISAPPOINTED. THEN THEY WERE FORGOTTEN, UNTIL THEY WALKED BACK INTO YOUR STORE
A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
http://bit.ly/obamabigdata
More people on facebook on mobile than on desk top – sourceADD TO THIS TO THE GROWING POPULARITY OF SMARTPHONES, MEANING MORE CONSUMERS ARE PURCHASING ON THE MOVE WITH OVER 700 MILLION OF THESE SMARTPHONE USERS ACCESSING FACEBOOK VIA THEIR DEVICEALL A SOCIAL SALE DOES IS BRING TOGETHER THIS BEHAVIOUR IN A WAY THAT BENEFITS YOUR BRAND
THE MAIN REASON TO CARE, HOWEVER, IS THAT IF YOU’RE NOT TAKING STEPS TO MAKE YOUR SALE SOCIAL WHAT YOU HAVE IS A ‘DEAD SALE’A TRANSACTION WHERE THE VALUE TO YOUR COMPANY ENDS AT THE POINT OF PURCHASE, WASTING THE OPPORTUNITY TO ENGAGE WITH THOUSANDS OF POTENTIAL CUSTOMERS WITH ONE SIMPLE ACTION