pr 2.0 and realtime marketing in fashion
DESCRIPTION
Slides on PR 2.0 and working within the real time news cycle both in media relations and social media. Presented at the Marketing Mix conference Fashion Path to Purchase in Johannesburg.TRANSCRIPT
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Welcome to the age of disruption
Is your brand on this list?
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Welcome to the age of disruption
Or on this list?
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Fashion, the early days
Elitist, celebrity-led, high barriers to entry. Long trend cycles. Disrupted by peasants and guillotines.
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Fashion, Mad Men-era
Still pretty elitist. Rise of fashion media. Seasonal fashion cycles. Disrupted by free-thinking hippies and other counter-culture types.
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Fashion, Mad Men-era: news cycle
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Fashion now
Open (but elitist because of competition for influence), dominated by consumer media (online/offline). Being disrupted by hipster web entrepreneurs and 16 year old girls with blogs.
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The new fashion news cycle
A story
Print media
Website/blog
Twitter Facebook
RetweetsComments/likes/shares
Repins
youtube
Video response
Blog post
Blog post
Tumblr
Radio
TV
@danpinch
Blog post
Blog post
Blog post
Tumblr
Tumblr
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The point at which you realise you have no control any more…
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The anatomy of a PR 2.0 story
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The anatomy of a PR 2.0 story
• Tuesday AM: Spot a public conversation to tap into• Tuesday AM: Some quick research to see if anyone else is using
the same angle and to understand the elements of the story• Tuesday PM: Pitch to the client and get approval• Weds AM: Work with the ad team on a print ad / write a press
release• Thurs AM: Production on the print ad / approval of press release• Friday 3:30: Print ad is back and approved • Friday 3:32: Sent to bloggers, newswires, key media contacts• Friday 3:45: First tweets appear (one journalist tweets the press
release)• Friday 4:20: Hits the newswires and generates coverage as far
away as Malaysia• Saturday: Front page on Weekend Argus / The Star, trends on
Twitter• Following week: coverage spreads globally (dead within the
week)
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A quick user’s guide to PR 2.0 and social storytelling
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Understand the public dialogue already taking place (and guess how it’s likely to take place)
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Understand the public dialogue already taking place (and guess how it’s likely to take place)
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Get everyone working together
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Be remarkable (have a unique idea)
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Be remarkable (in realtime)
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Be remarkable (and useful)
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Keep it simple (but have layers for those that want to engage)
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Think visually
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Understand the viral nodes
Bloggers:• Driven by passion (and ego)• Don’t have to obey any editorial (or
grammar) rules• Work quickly, at odd hours (have day
jobs)• Social channels can be more important
than the actual blog• Work in multimedia and often visually
Traditional media:• Often the people that initiate
ideas/content that is picked up by bloggers
• Have their own powerful social channels• Expected to work across multiple-
disciplines• Live their subject 24/7 so have probably
seen it all
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Understand the viral nodes
Online noise makers:• Anyone with an opinion and some kind of
network on social media:• Industry insiders / experts• Students• Celebs• Bands / Musicians• Passionate fans• Your mom
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Be agile and move very quickly
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Understand that once you press send you’ve lost control
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Have the tools to track the stories impact ready
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Know how you’re going to move the story forward (and take the learning to your next activity)
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Have a longterm plan that builds and learns on its successes and failures
http://www.slideshare.net/Method_Inc/sxsw-brandsas-patternsfinal
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How to set goals and measure ROI
Business goals
Sell more jeans make lots of money.
Marketing goals
Convert 20,000 LSM 8-10 18-25 urban female adopters to adorers Over the next 6 months
PR/Social media goals
Reach 400,000 18-25 year olds (Earned media impressions: editorial reach/social media reach)
Grow the social media community to 80,000 (page likes, twitter followers)
Actively engage 40,000 community members (engagement rate -comments, likes, shares, tweets, repins )
80% positive sentiment and key message penetration (key messages in editorial and sentiment on social media)
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Thanks