The Brave New Of Social Media World Kevin Read, Managing Director, Bell Pottinger Business &...

The Brave New OfSocial Media World The Brave New Of

Social Media World

Kevin Read, Managing Director, Bell Pottinger Business & Brand

Presentation for CIPR Northern Conference, 2011

“Nothing is so painful to the human mind as a great and sudden change.”

Mary Shelley

The Old Way

How Life Has Changed

The Business Benefits

More innovation More effective marketing Better access to knowledge Lower cost of doing business Higher revenues Networked companies

Source: McKinsey & Co.

Client Gains

• Better interactions with customers • Increased customer awareness/understanding

of products• Improved customer satisfaction • Faster access to expertise outside a company

Source: McKinsey & Co.

“From Broadcast …

…to Dialogue”

The New Considerations

Community

Content

Conversation

What Clients Are Demanding

Channel neutral responses More value for money Integration of media relations with social

media Longer lasting campaigns More measurable results

How Consultancies Are Adapting

Identifying skills gaps Providing coaching/training/qualifications –

re: social mediaIntegrating digital solutions Looking at new ways to measure impact Planning longer campaignsGreater use of seeding and media story

follow-up

New Thinking

Social Media Impact Spike and Curve

I M P

A C

T

T I M E

2) COMMUNITIESMAPPING DIRECT REACHPRE-ALERT

3) CONVERSATIONSSTIMULATE

OPINIONSRE-REACH

MEDIA RELATIONS

1) CONTENTVIDEO, SOUND, PICTURES

MEDIA RELATIONS

The Three Cs:Content, Community, Conversation

Adding Social Media Content Reaching Communities DirectlyStimulate Conversations

The Spike Of Media Relations

Case Study

Impact Nuts and Bolts

Unilever Sustainable Living Plan Results

14

Down The Line

• Web 2.0 integrated into daily work • Increased information sharing • Less hierarchical information flows • Collaboration across silos • Tasks tackled in project based way

Final Thoughts

• Social media is transforming PR• The power of the ‘traditional’ journalist will

continue to decline• ‘Broadcast’ is rapidly being displaced by

‘dialogue’• New entrants to the profession – will need to

master integrated approaches (the 3Cs)• In the future PRs will be the both the shaper

and stimulator of conversations

Contact Kevin ReadManaging Director Bell Pottinger Business & Brand5th FloorHolborn Gate26 Southampton BuildingsLondonWC2A 1BP

Tel: 020 7861 2467Email: kread@bell-pottinger.co.uk