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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: [email protected]
