A presentation to PR Masters students at the University of Westminster. November 2011.

1. Danny Whatmough
University of Westminster
November 2011
Digital PR 101

2. Introductions
PR 2.0
Case study
Social PR
An integrated approach
Case study
How to succeed in PR 2.0
Any questions?
Agenda

3. Danny Whatmough
Account Director
EML Wildfire
@dannywhatmough
http://uk.linkedin.com/in/dannywhatmough
https://plus.google.com/115157031632707026932/posts
http://www.dannywhatmough.com
Introductions

4. Frustrated web developer
Music grad
Flogging artwork
Digital marketing
PR curiosity
EML Wildfire
Digital pimping
Introductions

5. Top 10 UK tech PR agency
Merger in 2011
30 staff
50+ clients
£2m turnover
Introductions

6. PR 2.0

7. PR 1.0
Brand

8. PR 1.0
Journalist
Journalist
Brand
Journalist

9. PR 1.0
Journalist
Journalist
Brand
Journalist

10. PR 1.0
Journalist
Journalist
Brand
Journalist

11. PR 2.0 – democratisation of media
Journalist
Journalist
Brand
Journalist

12. PR 2.0
Journalist
Journalist
Brand
Journalist

13. PR 2.0 – brand engagement
Journalist
Journalist
Brand
Journalist

14. PR 2.0
Journalist
Journalist
Brand
Journalist

15. PR 2.0 – influencers
Journalist
Journalist
Brand
Journalist

16. Democratisation of media
Death of traditional media
The growth of influencers
PR 2.0 – drivers

17. What does this mean for PR?
PR 2.0

18. Case study

19. Case study

20. The PR challenge
Grow brand awareness
Differentiate in a crowded market
Build advocacy
Case study

21. Case study

22. Case study

23. Social PR

24. www.emlwildfire.com/tech_social_media
How social are you?

25. - Only 31% of brands with a Facebook
account used it to engage
- Only 14% of tweets were replies
and retweets
- Only 20% received comments on
blogs and only one company took
the trouble to reply
How social are you?

26. Flash in the pan won’t work
A sustainable approach is needed
Social PR

27. Community Content
Engagement
Social PR

28. Integrated approach

29. PR 2.0 – influencers
Journalist
Journalist
Brand
Journalist

30. Putting an integrated campaign together
Integrated approach

31. Situation analysis
Objectives
Insight
Measurement and Identify
evaluation Impact Influence the influencers
Interact Inspiration
Creative campaign
Deliver the campaign ideas

32. The ‘so what’ test
Outputs
- Deliverables completed on time
Outcomes
- Coverage received
- Brand mentions
- Interactions on social channels
- Website traffic
Impact
- Sign ups
- Conversions
Measurement

33. Case study 2

34. Case study 2

35. Case study 2

36. How to succeed

37. 1. Stay ahead of the curve – use new channels
How to succeed

38. 2. Read the media – ALL types of media
How to succeed

39. 3. Make friends with the web – HTML, design
How to succeed

40. 4. Write! Blog!
How to succeed

41. 5. Get as much experience as you can!
How to succeed

42. dannyw@emlwildfire.com
@dannywhatmough
Any questions?