Kevin Dugan, APREmpower MediaMarketingIPRLS | 04.01.11

Reality Check: Five PR Imperatives

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Five PR Imperatives

Today’s Topics

Brands “it’s about more than you”

Media Channels are no longer in silos

Content is not (just) what you say

Social Media is more than online

Change is not a linear, annual exercise

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Half-Full

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Used with Permission: http://www.flickr.com/photos/ashraichura/3073414602

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“It’s About More Than You”

1) Brand Imperatives

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Brand Imperatives

Open Leadership: “Giving Up Control Requires More Rigor, Not Less”

• Operational process

• The rules and the game

• True understanding of

• Customer

• Brand

• Business Goals

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Brand Imperatives

Inside-Out Process: Employees must understand

• Policy – What they can’t do

• Training – What they can do

• Plans – An overview of the external social media program and how they fit into it

Social Voice: This is not brand voice; this is a person indirectly reinforcing your brand

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Brand Imperatives

Social Voice: Someone you can Google

Brand Voice Social Voice

Brand accurately reflected Manifested in several real people

Single, anonymous, one-way Brand is more human in social

Consistent across touch points

Engaging and two-way

Unique to the company Listens, learns and interacts

− Social Media for Dummies, Shiv Singh

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Channels Are No Longer In Silos

2) Media Imperatives

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Media Imperatives

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•Display Ads

•Paid Search

•Targeting

•Video Pre-Roll, Mobile

Online Paid Placements

• TV

•Print, All Other

•Owned Media (In Store)

Offline Media

• Product performance

• Customer Service

• Online Experience/Utility

• Employee Interaction

Experience and Service

Driven

• Brand Advocacy

• News/Media Coverage

• Blog Coverage

• Brand Expert or Maven

Influencer

& Influencer

Driven

NMIncite 2010, Pete Blackshaw

Paid Media Owned Media Earned MediaTraditional, Online, All Forms In-Store, Websites, Content Conversation, PR, Search Results

•Home Depot YouTube Channel

•Website/Blog/Newsletters

•CRM Database

Brand Content & Services

• Apple Genius Bar

• Packaging/Display

• Video Demonstrations

• Experential

Brand Assets & In-Store

Metrics & KPIs that Matter in an Paid/Owned/Earned World

Traditional Brand Readiness Brand Agility Brand Advocacy Brand Latency

Reach, frequency, opinion, GRP, clicks,

visits

Is the brand primed to drive incremental value in

anticipation of paid media.

Can the brand flexibly sense and respond to early signals (and

drive more value)

Do customers advertise & recommend for brand.Who, how & where?

Does the media live in perpetuity, or position

itself in purchase funnel.

Media Imperatives

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Media Imperatives

To integrate across media, we must be more flexible about how content, consumers and technology connect with a brand.

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Is Not (Just) What You Say

3) Content Imperatives

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Content Imperatives

Brands compete online withmore than 1.6 billion messages.

EVERY. Single. Day.

1.5 billion via Facebook

3,000+ press releases distributed, 50,400 videohours uploaded to YouTube, 750,000 photosuploaded to Facebook, 900,000 blog posts are published and 140 million tweets posted on Twitter

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Content Imperatives

Syndication: Sharing from one person to many networks, moving from RSS/aggregation to filters/ curated content

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Content Imperatives

Search Skills Critical

• Organic search skills needs to become 2nd nature to PR, like AP Style

• Paid search applies for crisis communication

• Search can help with metrics/analytics

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Content Imperatives

Traditional/Mainstream: Decimated, evolving

Citizen-Fortified (organized): Helps traditional with hyper-local content

Consumer-Generated (unorganized): Passionate, well-received as highly transparent/genuine

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Content Imperatives

Brand: Shifting from advertorial to games, feature films and substance (Wal-Mart, Converse, IKEA)

Unconventional Formats: Brandsuncomfortable with comments,Flickr protests, tweets, randomconsumer insight

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Content Imperatives

Role Revolution

• Agencies: Becoming Publishers, Unconventional Roles like record label, Venture Capitalist for client

• Consumers: Looking for more, customized to their needs – yet they have less attention

• Media: Collaborating on projects (Forbes blogs)

• Brand: Creating their own media outlets like P&G’s Man of the House, Adobe’s CMO.com

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It’s More Than Online

4) Social Media Imperatives

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Social Media Imperatives

People using technology to do online…

…many of the things they do offline

Platforms Blogging Social Networks/Geo-Location

Video/ Photo/ Audio Sharing

Communities/ Wikis

Online Gaming/ VirtualWorlds

Sites Twitter, Blogger, Wordpress

Facebook,MySpace, LinkedIn

Youtube, Flickr Wikipedia,Cincy Moms Like Me

Club Penguin, Second Life

Behaviors Amplified

Create Connect Collaborate React Organize

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Social Media Imperatives

Social Media is an engagement platform; not broadcast

It’s not about every channel. It’s about the right channel(s)

Social media is a line to the consumer that leads offline; mobile connects the two

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From a “1984” fear of one organization monitoring our every move;

to actively recording our every move for multiple organizations:

• Status updates

• Check-ins

• Food/Music/TV/Movies

• Travel schedule

• Bathroom habits

Social Media Imperatives

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Personal vs. Professional

• 9 to 5 vs. 24/7

• Freedom vs. always on

• Facebook vs. LinkedIn

Social Media Imperatives

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Social Media Imperatives

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It’s Not A Linear, Annual Exercise

5) Change Imperatives

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Change Imperatives

A Five-Year Prediction, from 2005Facebook will have 600MM members, a movie and more display ad revenue than Yahoo. The newly launched YouTube will get more searches than Yahoo.

Foursquare: 2009

iTunes App Store: 2008

Twitter: 2006

YouTube: 2005

Facebook: 2004

LinkedIn: 2003

iTunes: 2001

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Change Imperatives

Redefine: Expand consumer focus from campaign/transaction to include committed/ relationship

Co-Create: Give consumers tools to create content and shape the brand in small ways

Iterate: Consider ongoing change and the ability to better test and learn from “new”

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Change Imperatives

Get Involved: Help shape future of issues

• Ethics, professional growth: PRSA

• Privacy: Electronic Privacy Information Center

• Content Quality Standards: Internet Content Syndication Council

• Transparency: Federal Communications Commission

• Industry-Wide Metrics: ANA, 4A’s IAB joint venture

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Change Imperatives

Change is constant (Heraclitus, 500 b.c.)

Consider new rules for new tools, but never throw out the golden rules

Test and learn vs. experiment

When in doubt, follow the consumer – not your competitor

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For More…

@prblog

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@badpitch

The Bad Pitch Blogbadpitch.blogspot.com

Social Studyempowermm.posterous.com

Strategic PR prblog.typepad.com

Twitter Blogs

Kevin Dugan, APREmpower MediaMarketingIPRLS | 04.01.11

Reality Check: Five PR Imperatives