Transcript The Brave New World - Chartered Institute of Public Relations

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
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
Conversation
Content
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 media
Integrating digital solutions
Looking at new ways to measure impact
Planning longer campaigns
Greater use of seeding and media story
follow-up
New Thinking
Social Media Impact
Spike and Curve
The Three Cs:
The Spike Of Media Relations
Adding Social Media Content
Reaching Communities Directly
Stimulate Conversations
IMPACT
Content, Community,
Conversation
MEDIA
RELATIONS
3) CONVERSATIONS
2) COMMUNITIES
MAPPING
DIRECT REACH
PRE-ALERT
1) CONTENT
VIDEO, SOUND, PICTURES
MEDIA
RELATIONS
TIME
STIMULATE
OPINIONS
RE-REACH
Case Study
Impact
Nuts and Bolts
Unilever Sustainable Living Plan Results
14
Down The Line
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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 Read
Managing Director
Bell Pottinger Business & Brand
5th Floor
Holborn Gate
26 Southampton Buildings
London
WC2A 1BP
Tel: 020 7861 2467
Email: [email protected]