The Rise of Digital PR

The Rise of Digital PR

Ahmed El-RifaiJune 12th, 2015Greek Campus

Which creature has the shortest attention span?

Which creature has the shortest attention span?

3 seconds

We’re getting close.

Today’s advertising bombards us

PRAdvertisin

g>

VerbalVisual

Advertising is PR is

Conversation

Broadcast

Advertising is PR is

Others-Directed

Self-Directed

Advertising is PR is

CredibleIncredible

Advertising is PR is

The Right People

Most People

Advertising reaches

PR reaches

LivesDies

Advertising PR

Brand Building

Brand Maintenanc

e

Advertising is PR is

Successful advertising creates PR buzz around it.

Even if controversial

It’s all about conversation

s

Conversations between brands“brandversations”

Conversations between brands“brandversations”

Conversations with your fans not only on your assets

Conversations with your fans not only on your assets

Plan your PR Campaign

Sun Tzu

PR Targets & KPIs

• Brand mentions (and weight)• Sentiment analysis• Share of voice• Response rate• Cost per mention• Cost per engagement

Your digital assets

InfluencerOutreach

Digital Press Office

#Listening

Crisis &ReputationManageme

nt

KOL - Influencers

BloggersGuerilla marketing

KOL - Influencers

Alter-egos

KOL - Influencers

CelebritiesFashionistasFoodistas

Create : ContentStoriesEvents

Guerilla Marketing

Ride on conversations

Go Viral or respond to Viral

Go Viral or respond to Viral

CALLING ON ALL BLOGGERS!

topsy.com

Thank You

Ahmed El-Rifai

arifai@egyweb.com

Fb.com/arifai

@ahmedrifai