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The Brave New Of Social Media World

Presentation for CIPR Northern Conference, 2011. The Brave New Of Social Media World. Kevin Read, Managing Director, Bell Pottinger Business & Brand. “Nothing is so painful to the human mind as a great and sudden change.”. Mary Shelley. The Old Way. How Life Has Changed.

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The Brave New Of Social Media World

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  1. Presentation for CIPR Northern Conference, 2011 The Brave New OfSocial Media World Kevin Read, Managing Director, Bell Pottinger Business & Brand

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

  3. The Old Way

  4. How Life Has Changed

  5. The Business Benefits • More innovation • More effective marketing • Better access to knowledge • Lower cost of doing business • Higher revenues • Networked companies Source: McKinsey & Co.

  6. 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.

  7. “From Broadcast … …to Dialogue”

  8. The New Considerations Community Conversation Content

  9. What Clients Are Demanding • Channel neutral responses • More value for money • Integration of media relations with social media • Longer lasting campaigns • More measurable results

  10. How Consultancies Are Adapting • Identifying skills gaps • Providing coaching/training/qualifications – re: social media • Integrating digital solutions • Looking at new ways to measure impact • Planning longer campaigns • Greater use of seeding and media story follow-up

  11. New Thinking Social Media Impact Spike and Curve

  12. Adding Social Media Content The Spike Of Media Relations Reaching Communities Directly Stimulate Conversations MEDIA RELATIONS 1) CONTENT VIDEO, SOUND, PICTURES MEDIA RELATIONS The Three Cs:Content, Community, Conversation I M P A C T 3) CONVERSATIONS STIMULATE OPINIONS RE-REACH 2) COMMUNITIES MAPPING DIRECT REACH PRE-ALERT T I M E

  13. Case StudyImpactNuts and Bolts

  14. Unilever Sustainable Living PlanResults 14

  15. 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

  16. 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

  17. Contact Kevin Read Managing Director Bell Pottinger Business & Brand 5th Floor Holborn Gate 26 Southampton Buildings London WC2A 1BP Tel: 020 7861 2467 Email: kread@bell-pottinger.co.uk

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