Helping to train SMBs on Cape Cod embrace social media for business

1. PR & Technology
How to Be Effective in Today’s Digital World
November 16, 2011

2. Before We Begin…
ü Business Goals
ü PR
ü Digital Footprint

4. Technology’s Role in PR & Marketing

5. ü Easy to Use
ü Effective
ü Affordable

6. No Need To

7. Promote Your Brand
Connect with Influencers
Raise Awareness
Care for Customers

10. “Things don’t have to change the world to be important.”
- Steve Jobs

11. Why Digital Content

12. 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

13. Then…

14. Now…

15. Image: guardian.co.uk

16. Share Your Knowledge

17. Understand Your Customers

18. All too often, B2B marketing
efforts are restrained by a deadly
seriousness that simply ignores
the humanity of the target.
Fast Company

19. 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)

20. Marketers Biggest Headaches
v Data Explosion
v Social Media
v Proliferation of Channels and Devices
v Shifting Consumer Demographics
IBM CMO Study 2011

21. Make Your Brand “Human”

22. Source: Wikipedia

24. 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)

25. “Business customers are people
too, and they love to connect in
social channels”
Josh Bernoff, author and analyst

26. From Point A to Point B

29. The Basics

30. Source: Wikipedia

31. Source: Wikipedia

32. Source: Wikipedia

33. Source: Wikipedia

35. Source: Wikipedia

38. YouTube
Viddlr
Brightcove

42. ü WordPress
ü Tumblr
ü Posterous
ü Blogger
ü Movable
Type
ü LiveJournal

45. ü Reward Customers
ü Encourage Repeat
Visits
ü Take Advantage of
Your Customers’
Networks

46. Some Rules of Engagement

47. Source: Wikipedia

48. ”
tract
l Con
ocia
“The S

50. Source: Wikipedia

51. “…increased productivity in the call center by 10 percent and quality of guest care
continues to rise”

52. Give em Something Special

54. Source: Wikipedia

55. Source: Wikipedia

58. Speed Counts

60. • Sense of humor
• Stick with the shtick
• Resourceful
• Open/transparent
• Consistent

61. “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

62. • Innovative
• Understanding
the audience
• Patience
• Sense of humor
• Taking risks
• Track and
measure

63. ROI

64. 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

66. • 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

67. So Now What?

69. “Companies Who Start [Social] With
Implementation Are At Risk.”
– Jeremiah Owyang, Altimeter Group

71. Image: venturebeat.com

72. No One-Trick Pony

75. 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