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RP 2.0 et stratégies d'influence

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Lectures destinées à compléter le cours RP 2.0 et stratégies d'influence, donné aux participants à la formation "Spécialistes en médias sociaux" du SAWI.

McKinsey’s advice for the PR Industry. Seems to me that with all this talk of change and what some have termed an identity crisis being experienced by the PR profession, it would be useful to get a bit of advice from one of the world’s leading management consultancies.

McKinsey’s advice for the PR Industry

One of the best pieces of insight I have read recently is an article in the McKinsey Quarterly on The dawn of marketing’s new golden age written by Jonathan Gordon (McKinsey New York) and Jesko Perrey (McKinsey Düsseldorf). It gives a great perspective on the new opportunities open to the wider marketing function and suggests five areas of opportunity and focus for the future: Science, Substance, Story, Speed and Simplicity.

It struck me that these are exactly the same areas that the PR industry needs to exploit to survive and thrive, so lets take a look at each one of them. Science This is all about the exploitation of data, analytics and tech tools in the everyday work of a PR professional. The future of the agency revisited. Consulting on the Cusp of Innovation, a paper published by Harvard Business Review (HBR), is packed with insight for the future of public relations agencies.

The future of the agency revisited

The authors Clayton M. Christensen, Dina Wang and Derek van Bever examine the apparent lack of innovation in consulting businesses and the lessons for any business that sells professional services. Consulting or commodity? Consulting businesses go through waves of commoditisation. It’s a natural part of the life cycle of any market. Why the PR industry is ripe for disruption. Ask any company looking to hire a public relations firm what attributes they’re seeking, and they rattle off a list of qualities they assume all PR agencies possess.

Why the PR industry is ripe for disruption

They want: • A creative team that interacts regularly with the public and stays on top of all the latest cultural and industry trends.• A group of hip strategists that chat on the phone for hours a day; they are everyone’s best friend and take the time to understand new phenomena.• Most important, an agency that gets them results. Consulting on the Cusp of Disruption. After years of debate and study, in 2007 McKinsey & Company initiated a series of business model innovations that could reshape the way the global consulting firm engages with clients.

Consulting on the Cusp of Disruption

One of the most intriguing of these is McKinsey Solutions, software and technology-based analytics and tools that can be embedded at a client, providing ongoing engagement outside the traditional project-based model. McKinsey Solutions marked the first time the consultancy unbundled its offerings and focused so heavily on hard knowledge assets. 4 reasons why senior PR can’t opt out of social or digital media. A recent CIPR survey has identified a widening gap between the skill sets PR practitioners have and the skill sets that businesses increasingly need.

4 reasons why senior PR can’t opt out of social or digital media

Here are four imperatives for embracing social and digital media management – writes Scott Guthrie. Prezly – Get your story told. Seven of the best social campaigns from November 2014. December is upon us so now's the time to roundup the finest social campaigns we saw in the past 30 days or so.

Seven of the best social campaigns from November 2014

As always this list is based purely on things that I thought were clever, inspirational or just plain noteworthy. Marketing d’influence : stop au bullshit. Modernizing public relations, including a planning case study. Game changers: the campaigns defining the future of the comms industry. RP 2.0.: Comment organiser le plus grand évènement blogueurs dans votre industrie en 8 points - Enigma.

Aujourd’hui, si l’on agrège les consultations des blogs, celles-ci dépassent largement les consultations des plus grands titres des médias internationaux.

RP 2.0.: Comment organiser le plus grand évènement blogueurs dans votre industrie en 8 points - Enigma

Cependant, on voit encore très peu d’événements dédiés aux influenceurs en ligne alors que les conférences de presse continuent à se multiplier. Ces derniers mois, nous avons organisé des événements dédiés aux blogueurs dans différentes industries. Influencer Search. How to Use Twitter for Media Relations. By Scott Piro Twitter is the best thing to happen to media relations since the telephone.

How to Use Twitter for Media Relations

It offers amazing opportunities to connect with journalists – and risks! – and both of these stem from the fact that Twitter is a public platform. An Introduction to PR Strategy for SEOs. In case you missed it, Google’s head of web spam, Matt Cutts, wrote this on January 20: “Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop.”

An Introduction to PR Strategy for SEOs

Three days later, Jen Lopez of Moz responded with this excellent post on “guest blogging with a purpose”: As with anything, you don't want to be out there trying willy-nilly to get your posts on every blog for the sole purpose of building (probably bad) links. It's important to have this tied to your business and marketing goals, as you would with any other tactic. How The Bill & Melinda Gates Foundation's interactive 2014 letter doubled its reach. Last week I attended Sitecore Digital Trendspot 2014 and listened to the UK CEO of POSSIBLE, Justin Cooke, speak on how his agency helped transform the annual missive from The Bill & Melinda Gates Foundation and more than doubled its expected reach.

How The Bill & Melinda Gates Foundation's interactive 2014 letter doubled its reach

As you are probably aware, Bill Gates has dedicated much of his recent life and indeed billions of dollars to philanthropy. In 2000 The William H Gates Foundation was renamed The Bill & Melinda Gates Foundation and as of 2008 Gates has taken a full-time role co-chairing the charitable foundation. Guide2011_f.pdf. Qui va récupérer le trésor perdu des RP ? Dix ans. Cela fait presque dix ans que le monde de la communication a été percuté par la révolution du web social, que les marchés sont devenus des conversations, que les consommateurs se sont d'abord mués en «consom-acteurs» puis, plus récemment, en activistes.

Hospital's brand journalism newsroom lands coverage on 'Today' and in The Wal... To get journalists to pay attention, you have to have a compelling and newsworthy story. But sometimes a killer story isn't enough. The tools and tactics used are vital to get reporters to pick up your story and use your multimedia elements. The media relations team at Nationwide Children's Hospital in Columbus, Ohio, takes extra steps to produce and distribute stories in a way that all kinds of media outlets—print, broadcast, and online—can easily and quickly report the news. In autumn 2013 Pam Barber, director of media relations at Nationwide Children's Hospital, and her colleagues found a story that they believed was just about a slam-dunk for their brand journalism efforts. Relations presse, nouveaux contours et Web social. XEnvoyer cet article par e-mail Relations presse, nouveaux contours et Web social XEnvoyer cet article par e-mailRelations presse, nouveaux contours et Web social Communication.

Comment devenir influent sur les réseaux sociaux ? L’influence peut être une chose facile à cerner. Les relations influenceurs en 2015. 21 octobre, 2014 0 commentaire. Les relations presse doivent devenir des relations influenceurs. Influenceurs voici bel et bien le buzzword qui résonne dans toutes les oreilles des communicants ces dernières années. A l’heure de la surabondance de l’information, ils apparaissent pour les marques comme le moyen de faire émerger leurs messages et d’atteindre une audience qualifiée et engagée.

Communication d’influence : Avec le retrait de Lego, Greenpeace fait coup double contre Shell. Les blogs influencent plus les consommateurs que les réseaux sociaux ! Qui l’eut cru ? Les blogs influencent plus les consommateurs dans leurs achats que les réseaux sociaux ! Ce constat nous vient d’une étude réalisée par TechnoratiMedia qui a publié un rapport sur l’influence digitale en 2013, ensuite reprise dans un article par Social Media Examiner. L’étude a été réalisée avec l’aide de 6000 influenceurs, 1200 consommateurs et 150 marketeurs de grandes marques. Tribune : Ce que veulent les influenceurs (et devraient vouloir les marques)

La multiplication des réseaux sociaux et l'engouement des marques ont bouleversé le marché de l'influence depuis 2005. Après les "artisans-blogueurs", voici des blogueurs d'un genre nouveau : les "blogueurs start-up". Habiles dans l'art de marketer leurs plateformes et de faire du buzz rapidement, à peine leurs études finies, ils se consacrent à leur média. Bienvenue dans l’ère des gourmands 2.0. How Advocate Marketing can Change the Trajectory of Your Company. We know the power that one person can have on our lives. We each have heroes, villains and role models who permeate into our lives and indirectly guide the way we behave. Steve Jobs introduced the world to the love of design. Sheryl Sandberg inspired many to “Lean In” (and many others to “recline”).