Download to read offline
![What is digital media [compatibility mode]](https://cdn.slidesharecdn.com/ss_thumbnails/whatisdigitalmediacompatibilitymode-120331001427-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Challenges for PR in the Real Time Web
- 1. CHALLENGES FOR PR IN THE REAL TIME WEB @ironmauro | Burson-Marsteller Düsseldorf, April 13 2010
- 2. TH E SO C IA L W E B IS C HA N G IN G T H E P R IN DUS TRY
- 3. HO W ABOUT TH E REAL TIME W E B TH EN ?!
- 5. Photo by jzawodn- http://flic.kr/p/utzZ7
- 8. REAL TIME WEB ( W h at t h e h e l l i s t h at ? )
- 9. “ I th a p p e n s w i t h o u t w a i t i n g .” D av e W i n e r
- 10. REAL TIME SOCIALWEB (s am e t h i ng + f r i e n d s? ! )
- 11. “ P eo p le c h e c k i n g W H O ’s s a y i n g W H AT and f ro m WHERE. R i g h t N O W.”
- 12. W h at’s o n yo u r m ind?
- 13. W h at’s h a p p e n i ng?
- 14. W here ar ey o u ?
- 15. R I GH T. N O W.
- 16. #1 M I CRO B LO G G I N G + S T AT U S U P D AT I N G
- 17. Photo by cizauskas- http://flic.kr/p/7u5UZ2
- 18. “ W eh av e b e e n l o s i n g o u t t o Tw i t t e r i n t h e r a c e t o m e e t w e b u s e r ’s d e m a n d f o r r e a l t i m e i n f o r m at i o n .” L ar r y Pag e , G o o g le f o u n d e r Via Guardian.com, May 19th, 2009 http://bit.ly/bhzIb9
- 24. #2 REAL TIME SE A RC H
- 25. “S EARCH iss till an UNSOLVED P RO B L E M a n d w e ' re co m m i tte d to m ak i ng i t fa s t e r a n d e a s i e r fo r p e o p le t o a c c e s s a g r e at e r d i v e r s i t y o f i n f o r m at i o n , d e l i v e r e d i n R E A L- T I M E , f r o m a c r o s s t h e w e b.” A m i t S i n g h a l , G o o g le Posted on Google Blog on July 12, 2009: http://bit.ly/bkZBlL
- 27.
- 31. Does the averageInternet user recognise and understand real-time results? Are consumers finding and clicking on real-time results? What are they saying about real-time results?
- 32. Source: Search GoneWild, 2010 http://bit.ly/cDFB9p
- 33. 73% had neverheard of real-time results Only 25% of consumers cared for the real time results compared to 47% of the information foragers Only 55% of the participant could easily find the real time results.
- 34. Mark Carey’s TwitterGooglePlugin: http://bit.ly/dCOX3R
- 35. #3 L O CAT I O N - B A S E D SERVICES
- 37. Photo by nanpalmero- http://flic.kr/p/7KE7wk
- 38. Photo by SimonWicks - http://flic.kr/p/7xabCR
- 41. Hoping to increasefoot traffic to the store? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
- 42. Hoping to increasefoot traffic to the store? Want to sell more of a particular item? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
- 43. Hoping to increasefoot traffic to the store? Want to sell more of a particular item? Want more patrons at certain times of day? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
- 44. Hoping to increasefoot traffic to the store? Want to sell more of a particular item? Want more patrons at certain times of day? Want to promote a specific product? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
- 45. Hoping to increasefoot traffic to the store? Want to sell more of a particular item? Want more patrons at certain times of day? Want to promote a specific product? Looking for new customers acquisition? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
- 46. Hoping to increasefoot traffic to the store? Want to sell more of a particular item? Want more patrons at certain times of day? Want to promote a specific product? Looking for new customers acquisition? Looking for repeating customers loyalty? Source: 9 Killer Tips for Location-Based Marketing http://bit.ly/aHkXnM
- 47. #4 AU G ME N T E D REALIT Y
- 54. RT W +A R = O M G ! ! !
- 55. 7 DEADLY PR SINS IN THE REAL TIME WEB AGE Photo: Wikimedia http://bit.ly/amqwex
- 56. PRIDE #1 STILL PRETENDING TO KEEP CONTROL
- 57. “ I n2 0 0 9 m o r e d at a w a s g e n e r at e d b y i n d i v i d u al s t h a n i n t h e e nt i re h i s to r y o f m a n k i n d t h r o u g h 2 0 0 8.” Andreas W eigend, fo r m er C h i ef S c i e nt i s t @ A m a z o n .co m
- 58. H O WD O YOU MONITOR SPLINTERNET ?
- 59. Define your company’spotential “social circle” Select only relevant platforms for your market Check for monitoring tecnologies available (language is a big issue!) Periodically adjust your monitoring panel
- 60. S LO TH # 2 WA I T F O R T H E PR AGENCY TO DO THE JOB
- 62. PR account spotsa twitter mex to handle Account emails “client” (Ext. Rel. Manager) “Client” sends email to colleague to check Colleague replies to “client” “Client” gives PR account the green light PR account replies to twitter message
- 63.
- 64. C L IE N T- S U P P L I E R Vs P A RT N E R S
- 66. LU S T #3DESIRING SOCIAL MEDIA BUT NO REAL COMMITMENT
- 68. W OU LD YOU O U T S O U RC E S E X I N Y O U P R I V AT E LIFE?!?
- 70. GREED #4 DOING IT F O R T H E R O I, N O T FOR THE GOOD
- 72. WAS I CH N I C H T W E I S S, M A C H T MICH NICHT H E I S ...
- 73. Define Social MediaROI your way in advance Anticipate the ROI you expect and plan budget accordingly Get PR into the online marketing mix
- 74. ENVY #5 FOR THE PR D I S I N T E R M E D I AT I O N
- 76. “ 2 ye ar s f r o m n o w - i f I s t i l l h av e a D i r e c t o r o f S o c i al M e d i a – I s h o u l d be fire d!” B r i a n Wa l l a c e , V P D i g i t a l M ar k e t i n g & M e d i a , R I M
- 78. W R ATH # 6 F O R P R I VA C Y INFRINGEMENTS
- 79. Privacy law isfailing to keep pace with technological change. In a world of 'publish first, think later', can corporate guidelines and policies still help preventing privacy-related issues?
- 81. G LU TT O N Y #7 FOR MORE AND MORE COVERAGE UNTIL I R R E L E VA N C E
- 83. 1.7 billion irrelevantpress release emails estimated to be received in total each year by UK and US Journalists alone 78% of press release emails are received by Recipients to whom they are irrelevant 55% of Recipients have taken action to block a sender of news
- 84.
- 86. LET ’S FIGHT R E A L-T I M E I R R E L E VA N C E !
- 87. WE AIN’T SEEN N O T H I N G Y E T. Photo by niallkennedy - http://flic.kr/p/5PPcZ
- 88.