florida gulfcoast university public relations class 2 23 09
TRANSCRIPT
Why Now Could be the Best Time Ever to be a PR &
Marketing Pro…
…And how to make sure That you grab this unique
opportunity!
Public Relations: Nothing Has Changed in 50 Years
Public Relations: Everything Has Changed in 50 Years
Timeless Marketing Commandments
• Your job: – B to B: Make your customers successful– B to C: Make your customers’ lives better
• 1st understand, then be understood
• Listen, really listen to your customers
• Engage your customers in dialogue
PR & Marketing Realities
• From 1958 to 1998 Almost Nothing had changed
• Everything has changed from 1998 to 2008
You Face Game-Changing Transformations
• Buyer behavior
• Media upheaval
• Marketing strategy
How Buyers Used to Find Solutions:
• Talk to company sales reps
• Read trade publications
• Read product literature
• Go to trade shows
• See ads in magazines
Buying Transformation
• Make up their own minds
• Thorough research before contact
• Don’t want to be interrupted
• Don’t want to be sold
“Your Brand is What Google Says It Is,”-Author, David Meerman Scott
Is Starbucks Instant Java a Loser?
Here’s My Content Marketing
As I was finishing the presentation, an Email came from Starbucks
New PR: You Must Reach Beyond Traditional Media
• Old media near death
• Less influential
• Blogosphere rules
• Social media accelerating
• Buyers finding own solutions
• Buyers share experiences
• Smart marketers becoming the media
Public Relations & Content Marketing
Inextricably Intertwined
Content Marketing: It’s a Fundamental Mindset Change!
Content marketing is the art of understanding exactly what your customers need to know, and delivering it to them in a relevant and compelling way.
By delivering content that is vital to your target market you will begin to take on a trusted and valuable role in their lives. That’s the essential first step of turning prospects into customers.
Content Marketing Key Elements
• Be customer-centric
• Respond to new marketing realities
• Prepare for a very different future
• Think like a publisher
Content Marketing = Thinking Like a Publisher
• Who are your customers?
• What are their most pressing concerns, interests, problems?
• Provide relevant & compelling content to address those problems
• Become trusted source of information and potential solutions
• Make it easy for them to take action
A Trip Through the Marketing Time Machine:1958 to 2008
Dawn Donut 1958
Dawn Donut 1978• Started regional, went
global• Marketing choices
– Print advertising– Public relations– Trade shows
• 4 ad pages/month • Bakery Magazine
– 30,000 readers
• $300,000/year in today's dollars
Dawn Foods Website 1998
The classic brochureware site—not serious about the web
2008 Reality: Buyers Go 1st to Web
Who would consider huge B2B print campaign?
At Long Last, Mega Change
Media Timeline 1958 1978 1998 2008
Print publications x x x x
Radio x x x x
Television x x x x
Internet x xSocial media xMobile media x
"If you want something decent about you in Google you MUST blog. This is NOT optional anymore."
- Robert Scoble (@Scobleizer)
It’s All About Inbound Marketing
Your buyers find you
Old Media Role is the New Role of PR
Connect a community of buyers and sellers through relevant and
compelling information.
It’s All About Trust
• You become:
• First, a trusted supplier of information
• Then, a trusted supplier of products & services
Social Media are a Vital Component of 21st Century PR
• 114.5 Million US TV households
• 220 Million US web users
• 120 Million blogs
• 115 Million monthly Facebook & MySpace users
• Millions of Twitter users
• Going mobile with everything
Star Trek 23rd Century
Communicator—Boring!
21st Century iPhone—Now We’re Talking…and a whole lot more
5 Very Different Content Marketing Success Stories
• David Lawrence Center
• Pinsent Masons
• MindManager
• Dustin Meyer
• WillitBlend.com
David Lawrence Center:Becoming Really Accessible
• Trista Meister is only communications person
• Partnered with local web design firm
• Old website was content challenged
• New website is content-rich
• Easy entry for future clients
• Complements fundraising
Old David Lawrence Website
Old David Lawrence Interior Page
New David Lawrence Website
When You Really Need Help
UK Law Firm Makes a Content Marketing Transformation
• Abandoning traditional media
• Replacing traditional media function
• Absolute control of message
• Infinite reach• Measurable
Mind Jet & Mindmapping
• Mindmapping not broadly understood
• Word of mouth critical• No traditional marketing• 100% content
marketing• Wide online content
variety• Spectacular product
launch
New Version Launch Targets Press and Analysts with Unique Content
Facebook & Photographer
• Young demographic
• Word of mouse
• Visual power
• Go direct to students
• 50+% $$ from FB
How Can You Break Through the PR Clutter?
400% Increase in Blender Sales
Content Marketing = Thinking Like a Publisher
• Who are your customers?
• What are their most pressing concerns, interests, problems?
• Provide relevant & compelling content to address those problems
• Become trusted source of information and potential solutions
• Make it easy for them to take action
The Key to Your Success:
Don’t Just Influence the MediaBe the Media
Why You Will Thrive as PR Pros
• Content marketing + New PR = success
• You get social media
• You understand technology
• You will give marketers the clue they need
• You will bring companies into 21st century
You Will Surf the Content Marketing Tsunami!