how2pr! 13/4/2016 breakfast seminar - stockholm, sweden
TRANSCRIPT
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HOW2PRSTORIES | PEOPLE | REACH
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@AntonCBerner @WilliamKrafft
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VAD ÄR MYNEWSDESK?
Nordens ledande plattform för digital
PR och kommunikation
5000 företag, myndigheter och
organisationer harnyhetsrum på Mynewsdesk
16 000 bevakande journalister
och redaktioner samt ca
40 000 bevakande bloggare,
politiker, nyckelpersoner inom näringslivet och
privatpersoner
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PR - det grundläggande
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
- PUBLIC RELATIONS SOCIETY OF AMERICA
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PR är strategisk kommunikation och aktion, som skapar och formar en specifik målgrupps känsla, attityd och inställning till ett varumärke
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REKLAM
I’m a great loverI’m a great loverI’m a great lover
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PR
I’m a great loverI’m a great loverI’m a great lover
Trust me,he’s a great lover
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BRANDING(INSTÄLLNING)
I hear you’re agreat lover
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SAMMANSVÄRJA BUDSKAP MED PRODUKT
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LYSSNA TILL DIN MÅLGRUPP
TA ETT STÄLLNINGSTAGANDE
HITTA LÄNKEN MELLAN BUDSKAP OCH PRODUKT
VÅGA TESTA DIG FRAM
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HUR NÅR MAN UT DÅ?
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THE MARKETING
MIX
PROMOTION
PRICE
PLACE
Public Relations/Media Strategy
PRODUCT
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Sponsrade inlägg facebookTwitter cardsSponsrade tweetsNative advertisingBetalda influencers
Delningar i sociala medierViral spridningAmbassadörerCTA-contentTävlingar för kunder
HemsidaBloggNyhetsrumNyhetsbrevWhitepapersCase-storiesPodcasts
Publicitet i nyhetsmediaBlogg-relationerJournalisterInfluencer organisktIntervjuer
PESO-modellen
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Delningar i sociala medierViral spridningAmbassadörerCTA-contentTävlingar för kunder
HemsidaBloggNyhetsrumNyhetsbrevWhitepapersCase-storiesPodcasts
Sponsrade inlägg facebookTwitter cardsSponsrade tweetsNative advertisingBetalda influencers
Publicitet i nyhetsmediaBlogg-relationerJournalisterInfluencer organisktIntervjuer
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THE CONTENT ECONOMY
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DAMN, DANIEL!
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DAMN, DANIEL!
347K Delningar på twitter
464KGilla-markeringar på
250M+ Totala visningar
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1900 1920 1940 1960 1980 2000 2016
70 tim/v
10 tim/v
Källa: Mark Shaffer- The Content Code
THE CONTENT ECONOMY
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Konsumerar content
Sover
Källa: Mark Shaffer- The Content Code
På toaletten
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Content Shock
Content-konsumtion
Content-utbud
2016
2020
Källa: Mark Shaffer- The Content Code
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5AV KOMMUNIKATÖRERS STÖRSTA UTMANINGAR
● KOMMA PÅ VART BEGRÄNSADE RESURSER SKA LÄGGAS
● SKAPA MER INNEHÅLL MED SAMMA BUDGET
● IDENTIFIERA OCH NÅ UT TILL RÄTT MÅLGRUPP
● MÄTA ROI
● ARBETA ÖVER FLERA OMRÅDEN ÄN FÖRR
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STRATEGIN
VAD VILL NI ÅSTADKOMMA? (MÅL)
VEM VILL NI ÅSTADKOMMA DETTA MED? (MÅLGRUPP)
VART FINNS DOM PERSONERNA? (KANALER)
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HUR SKA DU BERÖRA DOM? (CONTENT)
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IDENTIFIERA DIN ALPHA AUDIENCE2% AV DIN MÅLGRUPP
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NYHETSRUMMETMATTIAS LUNDBERG - PSYKOLOG/FÖRELÄSARE
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PR-UTMANINGBYGGA VARUMÄRKE
IDENTIFIERA KÄRNMÅLGRUPP (ALPHA)NÅ UT BRETT OCH EFFEKTIVT
MÄTA KOMMUNIKATIONEN
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474 skickade mail
42% öppningsfrekvens
2% länkar klickade
16K delningar i sociala medier
177K totala visningar
435 prenumeranter
i MNDs nätverk
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PRESSRELEASER NYHETER BLOGGINLÄGG BILD/VIDEO-BANK
18% 46% 36% 111 st
NYHETSRUMMET
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1171 visningar
mars månad
54% via Google
39% Mobil trafik
NYHETSRUMMET
1:50 genomsnittlig tid i
nyhetsrummet
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MYNEWSDESKS FUNKTIONNÅ UT TILL ETT STORT NÄTVERK AV INTRESSENTER
LÄTTKONSUMERAT OCH DELBART CONTENT
EN TILLGÄNGLIG VARUMÄRKES-HUB
SKAPA OCH VÅRDA RELATIONER
SE VILKA SOM INTERAGERAR
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I EN TID MED CONTENT SHOCK - VÅRDA DINA 2%!
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VART FINNS DIN ALPHA?
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5 TAKEAWAYS1. SAMMANSVÄRJA BUDSKAP MED PRODUKT
2. IMPLEMENTERA PESO I DIN STRATEGI
3. TA ETT STÄLLNINGSTAGANDE OCH BERÖR DIN PUBLIK
4. MÄT RESULTATET AV VARJE AKTIVITET
5. TA HAND OM DINA 2% - DIN ALPHA AUDIENCE
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KOM IGÅNG IDAG!
● PRIS: 25 – 58 TKR/ÅR
● KAMPANJ: HOW2PR T.O.M 28 APRIL
● UPPSTARTSMÅNAD
● KONSULTMÖTE & KICKSTART (ORD PRIS: 5000 KR)
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@AntonCBerner @WilliamKrafftTACK!