This document discusses predictions for online PR and reputation management trends in 2011, including: 1) Better measurement tools will allow PR professionals to more accurately gauge the impact of campaigns through engagement metrics like views, interactions, and transactions. 2) Mobile exploitation and location-based services will become more important. 3) The lines between paid, earned, and owned media will continue to blur as influencers are increasingly paid to generate content. 4) Closer collaboration will be needed across disciplines like SEO, PR, digital marketing, and more. 5) Social search and building relationships on social media will reward PR professionals.

1. Online PR and reputation
management in 2011
November 25, 2010

2. About me

3. About me

4. Global strength, local expertise
Intuitive, innovative
& international
Founded by journalists, run by journalists
Private company, flexible approach
Wholly-owned network of 33 international offices
Integrated PR and social media campaigns
Innovating the communications market
Results orientated approach

5. About me

6. 2011 – A further “defluffing” of the industry

7. 2011 – A further “defluffing” of the industry
Better measurement tools and techniques
Exploiting mobile better
Blurred lines between paid and earned media
Closer collaboration
Social search

8. 2011 – A further “defluffing” of the industry
Better measurement tools and techniques
Exploiting mobile better
Blurred lines between paid and earned media
Closer collaboration
Social search

9. Measurement
AVE

10. Measurement
AVE

11. Our approach to measurement
PR SUCCESS IS ALL ABOUT ENGAGEMENT
VIEWS INTERACT CONTRIBUTE TRANSACT
Clippings Fans/followers Uploads Garage visits
Views Downloads Facebook comments Online bookings
Traffic Unique visitors Retweets/Shares Telephone bookings
Identify goals Establish benchmarks Review targets

12. 2011 – A further “defluffing” of the industry
Better measurement tools and techniques
Exploiting mobile better
Paid, earned and owned media
Closer collaboration
Social search

13. Location, location, location

14. Location, location, location

15. Location, location, location

16. Location, location, location

17. 2011 – A further “defluffing” of the industry
Better measurement tools and techniques
Exploiting mobile better
Blurred lines between paid and earned
media
Closer collaboration
Social search

18. Blurring between paid and earned

19. Blurring between paid and earned

20. Blurring between paid and earned
PR code of conduct for engaging with bloggers/advocates
Declarations by online influencers
PR budgets to include fees paid to online influencers?
Competition with advertising agencies
Rise of ‘owned’ media

21. Rise of owned media

22. Rise of owned media

23. 2011 – A further “defluffing” of the industry
Better measurement tools and techniques
Exploiting mobile better
Blurred lines between paid and earned media
Closer collaboration
Social search

24. Closer collaboration
SEO
PR
DIGITAL
AND MANY MORE…

25. Closer collaboration
SEO
PR
DIGITAL
AND MANY MORE…

26. 2011 – A further “defluffing” of the industry
Better measurement tools and techniques
Exploiting mobile better
Blurred lines between paid and earned media
Closer collaboration
Social search

27. Social search

28. Social search
Rewards the essence of PR ie building
relationships
More relevant, impactful campaigns for PRs
Social media ROI utopia?

29. Disclaimer*
* These predictions might not come true. I
never said I was Mystic Meg

30. Thanks
@EbA
Eb Adeyeri
Eb ‘Wole’ Adeyeri