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Pressearbeit

06 Jan 2013 @ 00:21 CET
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Over the past 5 years, PR has changed — and radically. No more may be the discipline just a matter of calling your favourite editors and placing stories strategically for the clients (although we still do this) or writing the world's pithiest pr release (we still do this too), content-rich copy is increasingly valuable.

PR today — while still harnessing media connections and calling on creative writing skills — is all about understanding how, where and when your client's demographic is sourcing its communications, and odds are, a good some of it is going on online. Making the most of digital space to talk about, and indeed make your news, breathes life to your brand and can leverage phenomenal PR opportunities for the first time. The Ford Fiesta Movement campaign provides a perfect just to illustrate.

Ford was keen to call attention to its small car market using its new offering in the States, the Fiesta. Instead of relying solely on traditional ad campaigns. Ford looked at social media to produce an undercurrent. Rather than appealing to the classic early adopters (those who act as influencers throughout us), they set their sights on the very specific group — consumers they knew would be passionate about the product.

To charge the campaign with 'glamour, excitement and oddity,' Ford searched for and gave (for 6 months) a Fiesta to 100 twenty-something YouTubers, who have been inspired to craft a true narrative video by highlighting everyday situations. These 'brand ambassadors used their new cars to deliver Meals on Wheels, take treats to the National Guard, wrestle alligators, elope, and generally live their interesting lives — all the while posting on social networking sites, for example YouTube, Flickr, Facebook and Twitter.

Social Media


The campaign would be a huge success, with Fiesta receiving 6.5 million YouTube views and 50,000 requests for information about the car — virtually none from people who already had a Ford within the driveway. Most significantly, Ford sold 10,000 units within the first six times of sales, all for a fraction of what it might have cost to run a national TV campaign. Concluded Jim Farley Jr, Ford VP of Global Marketing: «I want people to tell our story. That's what digital has shown us — how to earn cred among consumers.»

Thanks for visiting the current face of PR — spreading your message as far and as wide as possible, while still influencing your core demographic having a 'call to action' or a changed perception regarding your client. Without doubt, modern PR tactics still insist that you've a deep understanding of the media, strong writing talent, excellent communication skills, the opportunity to think critically and a strategic allegiance to a brand's marketing goals and objectives.

Social Media

But today's PR professionals should also harness the social digital arena with the ability, flexibility and agility to broaden the scope of influence and increase sales because of its clients.

This should not just range from the most widely used social networking channels, such as Facebook, Twitter, YouTube and blogging, but also the emerging channels, for example Pinterest, Flickr, Google+ and other things arrives. So whether recommending and managing one social media platform or seven, it needs to be completed with purpose, strategically aligning using the brand and its strategic business plans and goals.

In a nutshell, it's not just establishing a Facebook page for a client just to say they have one, but determining where the brand's audiences hang out; tone of voice, which kind of content will engage them in conversation, how to use and integrate the channels, how you can manage the activities and who is empowered to create decisions. And while measure of success means numbers of followers, shares and video views, this isn't enough. Metrics should include awareness, click-through rates, sentiment, calls to action, enquiries, comments and resultant bookings and purchasers.
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