Social marketing, native advertising, content marketing and brand journalism are fueling radical changes in communication. To succeed, PR pros need a truly integrated strategy.

1. The New PR:
Integration Strategies That Work
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2. 22
Your Presenters
Heidi Sullivan
SVP, Digital Content
Cision
@hksully
Scott Livingston
SVP, Product Marketing
Cision
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3. 33
What is Integrated
Communications?
Consistent strategy and
messaging across mediums
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4. PR Professionals - Tomorrow’s Skills
Today Tomorrow
Led by the
Head of PR
Led by the
CMO
Focused on
Earned Media
Focused on
Converged
Media
Budget
Devoted to
Staff,
Creative
Budget
Devoted to
Technology,
Content &
Advertising
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5. #cisionwebinar

6. PR Needs a
Makeover.
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7. What are we looking for?
Why do we need to change?
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8. You can’t have an audience without
people.
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9. And you can’t have
effective
marketing if you
can’t reach those
people.
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10. 1010
There is no more silver bullet.
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11. Sharing content outside your circles
My mom
My coworkers
My friends
Their friends
My fans
My customers
The people I
don’t even
know yet
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12. Is your content reaching
your intended audience?
Google increased
the importance of
original content
when they
determine Search
Engine Results Page#cisionwebinar

13. “If the news is
that important, it
will find me.”
- A college student in an article by Brian Stelter in the New York
Times, March 2008
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14. 90% Of Customers Say Buying Decisions
Are Influenced By Online Reviews
Source: Dimensional Research
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15. 1515
am·pli·fy: to increase the strength or
amount of; especially:
to make louder.”
- Merriam-Webster
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16. Why Influencers?
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17. 1717
The tip of the iceberg
1% of any population will be active content creators
9% will be participants
90% will simply "consume" that content online
- Rohit Bhargava, Influential Marketing Blog
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18. The Hush Puppy Concept
No, not these: These:
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19. The Hush Puppy Concept
 1994 – Hush Puppies struggling
as a brand
 A few NYC hipsters started
wearing them
 Spread to NYC fashion, then the
rest of the country
 Sales exploded by 5000% in 2
years
 Q: Do influencers start trends?
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20. Duncan Watts’ Online Music
Download Study
• 14,000 participants rank 48 songs
• When not provided with others’ ranks, results
were completely random
• When provided with group ranks, users followed
the herd and word of mouth took over
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21. Do influencers truly influence the masses?
Malcolm Gladwell: Law of the Few
“The success of any kind of social epidemic is heavily
dependent on the involvement of people with a
particular and rare set of social gifts.”
VS
Duncan Watts: Trends are Unpredictable
“A rare bunch of cool people just don’t have that power.
And when you test the way marketers say the world
works, it falls apart.”
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22. 2222
Who is right:
Watts or Gladwell?
 Both. Trends still begin
with a small few and are
spread by those with
connections.
 Influencers can change
over time – and anyone
can become an influencer.
 However, a general rule of
thumb is that influencers
tend to talk to each other.
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23. 2323
To identify our
influencers, we
need to identify our
tribe.
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24. 2424
Know your niche – the devil is in the details
General
23%
Specific
77%
Source: Cision Media Research
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25. What story does your
audience need to hear?
DecisionIntentConsiderationAwareness
Display clicks Email
Social
Referral
Paid Search
Organic Search
Direct
Acts more as an
ASSIST INTERACTION
Acts more as a
CONVERSION INTERACTION
Source: The Customer Journey to Online Purchase, Google
www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
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26. Cost-Center Metrics
vs. Profit-Center Metrics
Cost-Center Metrics
• Advertising Value Equivalency
(AVE)
• Followers on social media
• “Vanity Metrics
Profit Center Metrics
• Sales leads
• Revenue
• Metrics that measure awareness
and action
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27. Questions?
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