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Public relations has changed online, forcing your organizations to change the way they work with the community and engage them in their cause. Understanding the digital complexities, creating management, and building a content plan is essential.
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@jonburgess
Digital Community Engagement
Jon Burgess
@jonburgess
WHAT IS BRAND?
@jonburgess
A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.“ - Wikipedia
CHALLENGE
1,000 of advertisements/messages Mass Media, Digital Media, Social
Media, Direct Marketing, Mobile, Word of Mouth
Competition, Innovation, Global Markets, New Ideas
@jonburgess
SO, HOW DO YOU RISE ABOVE?
Relationships = Brand
@jonburgess
1. Hand Shake
2. Hand Shake + Surrogates
{Communications, Aesthetics, People, Quality, Monetary Value, Intrinsic Value, Service
PRPublic Relations
Shift
Eye ball shift
Newspaper readership has plummeted TV is stagnant and divided among
thousands of “channels” As a result: reporters are gone and the
remaining ones overworked Relationships with media are almost
meaningless
Media Consumption Shift
Print Radio TV Internet Mobile0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
7%11%
43%
26%
10%
Target eye ball shift
Internet/Mobile
TV/Radio Print0
20
40
60
80
100
120
140
160
180
Legislative/publicBusinessInfluencers
Emphasis of target market
62%
5%
33%
BusinessInternet /
Mobile65%
Print15%
TV/Radio20%
Influencers
40%
10%
50%
Legislature / Public
Internet /Mobile
TV / Radio
. . . reporters are gone and the remaining ones overworked. . .
we are left to create and distribute our
story Today’s world requires self distribution
targeted directly to the influencers and decision makers
And use of traditional media
Internet PR Channels
Additionally they are now promoted byo Google +o Twittero Facebooko LinkedIno YouTubeo Pinteresto Instagram
Articles and Storieso Websiteso Blogso News feedso Emailo Videoo Social Media
PR Feedback Loops
Website landing pages answer questions, solve problems, satisfy interests from promoted articles and PR
Email address access builds further lists for same subject/interest engagement
Social media allows interaction Direct communication channel is
established
How it worksEmail
News-
feed
Media Websit
es
Blogs
Content
Website Landing Pages
Journals / Newspape
rs(Print)
Social
Media
Interest Capture and List Development
Landing Page Appropriate response each
story“Ten ways Enterprise Zones provide business tax credits ”
Email address in form
Database
Com
munica
tion Tra
ck
Download
Download to
viewer
Content Process
@jonburgess
Marketing Process
INTEGRATED MARKETING
@jonburgess
@jonburgess
1. Positioning: is C-Level/Board Level
2. Top Down3. What is your value?4. Where is your niche?5. Who is also in your niche?
@jonburgess
1. Planning: is Management Level
2. Campaign Planning3. Communication Tracks4. Creative
Themes/Events/Message5. Budget
@jonburgess
1. Execute: Management/Task Level
2. This is where you DO.3. Hard Dates & Expectations4. People have tasks as part of
their job description
@jonburgess
1. Results?? Management/Task Level
2. Report back up the chain3. Think Measurements: ROI,
Clicks, Follows, List Growth, PR, etc.
4. ADJUST Positioning & Planning
Summary Public Relations has largely shifted to online
o Especially for organizations and in areas where media is fractured or weak
o Content must be developed without reporterso Conversations are directed to target audience (the
mass market is too wide and not affordable)o New technology is key to efficient distribution to
more targeted decision makerso Public perceptions, community awareness and
media influence is done directly to the recipients
THANK YOUJon Burgess M.B.A.Senior Digital Consultant
RedFusion Media, Inc.909-798-7092
Twitter: @jonburgessLinked In: @jonburgess
@jonburgess