Lecture @creative days arranged by Lundaekonomerna 2 of april 2012.

1. PR in i digital media
landscape
Creative Day, 2 april 2012
Fredrik Pallin, Springtime

2. Hi, my name is Fredrik Pallin

3. My agenda for today
 What is PR?
 How has a digital media landscape changed our business?
 How to work with PR in social media
 You’ll find my presentation at:
http://www.slideshare.net/springtimePR

4. What is PR?
 PR is the practice of
managing the
communication between
an organization and its
publics.
 PR = “earned media”
 PR results in 3rd party
credibility

5. What is PR?
Bought channels Own channels
Offline/online ads Your staff
Radio Your web
TV Newsletters
Direct mail Facebook
Sponsorship Your office
Events/Failrs Twitter
Earned channels
Publicity
Blogs
Ambassadors
Etc

6. Choice of channels
Reach
Control

7. What’s it like to work with PR in a digital media landscape?

8. Well, you have to adapt to these changes
http://www.youtube.com/watch?v=KOYbnbXHR6U&feature=related

9. How has social media
changed our way to
communicate?

10. Media yesterday
 News created by predefined structures.
 In order to be a sender you had to belong to a company or
organization
 Recipients clearly defined.
 The only exchange took place through letters to the editor.

11. Media today: The customer as co-producer of social media

12. Media On Demand
 We no longer look at broadcasted TV - we watch what we want
when we want to see it.
 On demand. At our hands.

13. All we need is… in our hand.

14. Something has happened in few years
 We don’t by CD:s
 We don’t rent DVD:s
 We don’t watch broadcasted TV
 The radio has moved to our pockets
 MTV is no more Music Television
 We’re shifting from paper to pads

15. What is common with all these changes?
The personal recommendation is the most important factor
driving sales.

16. We love to share and show off what we experience

17. The audience is engaged – are you?
 How do you take advantage of this engagement?
 Can you both contribute and benefit from the same time?
 How do you take home the synergies?

18. So what’s it like to work with PR today?
 New arenas
 New opinion leaders
 New tools
 New rules
New opportunities!

19. Let’s go back to the year of 2003

20. From static web pages to dialogue pages

21. Is blogs a threat to journalism?

22. The blog as plattform for journalists

23. From blog till journalism and vice versa

24. What companies has time with social media?

25. Who has time for Facebook?
Over 4.5 million active users in Sweden

26. Distributing press releases now and then

27. WHAT’S NEXT?

28. Building constant presence more important.

29. ”The handcraft” social media is more important than ever
Impact
Social
networking
Traditional
campaigning
Time

30. Your homepage is less important

31. Your toolbox – act where the audience are

32. Where is social media organized?

33. Example: Telia
STYRGRUPP:
Catharina Ljungberg, Bredbandstjänster; Josefin Lundmark, Mobilitetstjänster; Maria Öhman, BuS;
Christina Carlmark, Kundrelationer; Anders Meyer, Digitala Kanaler; Claes Larsson, Com Bredbandstjänster;
Niklas Henricson, Com BuS; Charlotte Züger, Com Mobilitetstjänster
Månadsmöten
Nätverksansvarig: Andreas Eriksson, Bredbandstjänster
Veckomöten
Alla externa Forum på Bloggar på Facebook Facebook
Twitter Iphone-bloggen YouTube Newsroom
bloggar /forum Telia.se telia.se Unga vuxna N&N
Karin Nordlund Karin Nordlund Szofia JacobssonSzofia Jacobsson Anna Fridlund Anna Fridlund Ola Johansson Matilda Forslind Minna Laurell
Kundrelationer Kundrelationer Digitala kanaler Digitala kanaler Mobilaffären Mobilaffären Marknadskom. Marknadskom. Communication
Varannan Varannan Varannan
Varannan vecka Efter behov TBD
vecka vecka vecka
Varje
Efter behov
vecka med More

34. Changes in society
 Aware, informed and educated customers
 Customers control their own production resources
 Customers have the ability to organize and coordinate communication
and resources
 Customers are connected to each other and social contexts
 Increased speed of contacts requiring faster response
 Producers are consumers and vice versa
 What does this mean for you communicators?

35. How can you use social media?
 Knowledge Perspective
 Relationships
 Identity-adding
 Value-adding
 Product development
 Customer Support
 Business intelligence
 Crisis management
 Viral campaigns
 Branding
 Customer Care

36. An interaction between content and trust over time
You choose a company as you
choose friends. Those you can
identify with, you become fans of.

37. Thanks for listening
Fredrik Pallin
@pallin
0708-114 115
fredrik.pallin@springtime.nu
You’ll find my presentation at:
http://www.slideshare.net/springtimePR