Trends in Advertising andPublic Relations

Cindy Royal, Ph.D

Assistant Professor

Texas State University

School of Journalism and Mass Communication

croyal@txstate.edu

www.cindyroyal.com

www.onthatnote.com

tech.cindyroyal.net

twitter.com/cindyroyal

facebook.com/cindyroyal

Digital Advertising and PR

• Many of the same things apply to Advertising and Public Relations as they do in Journalism• Authenticity• Transparency• Conversation and Engagement• Thought leadership• Sharing

Implications for companies and brands

• Take idea of personal brand and extend to corporate or professional settings

• You must try tools to be able to recommend them for your company or clients

• PR used to be about controlling the message; now it is about engaging the conversation

• Possible because social media tools allow; inexpensive and accessible

• Extends power of word of mouth• Search Engine Optimization still reflects incoming links• Must also track, measure, adapt

Social's Influence• Facebook – 800 million active users; added 200 million in 2011

• Twitter – more than 140 millions active users making 340 million tweets per day.

• LinkedIn has 150 million + active users

• Experian estimates that 91% of online American adults (approx. 129 million) access some form of social media each month.

• 98% of 18- to 24-year-olds access social accounts monthly.

• Approximately 40% access accounts through mobile

• Social media adoption amongst small business doubled from 2009 to 2010.

• 51% of Facebook users and 64% Twitter users are more likely to buy from a brand they follow.

*http://www.socialmediaexaminer.com/26-promising-social-media-stats-for-small-businesses/

Social Media Strategy• The 3 most important reasons small businesses leverage

social media are:– Connecting with customers– Visibility– Self-promotion

• What are your goals for social media?– Outreach– Engagement/Interaction– Promotion

• How does social fit into larger company or digital strategy?– Web presence– Mobile

• What is the value you are adding to the community?– Thought leadership– Resources– Discussion

• What value is your social media activity bringing to you? How can you measure effectiveness?

• Develop guidelines, support best practices

Measurement

• Traffic

• Followers/Fans

• Retweets

• Replies

• Mentions

• What people are saying about you online – mine blogs, Twitter, Facebook, even Yelp

How are you integrating your social platforms?

How are you integrating your social platforms?

How are you integrating your social platforms?

GSD&M Pinterest

Best Practices

Best Practices

Best Practices

Best Practices

Best Practices

Best Practices

Best Practices

Consider How to Incorporate Data

Second-Screen Engagement

http://stamen.com/clients/mtv

Second-Screen Engagement

Resources

• Crush It and Thank You Economy by Gary Vaynerchuk

• Delivering Happiness by Tony Hsieh

• Brian Solis - http://www.briansolis.com/

• Jeremiah Owyang - http://www.web-strategist.com/blog/

• Charlene Li - http://www.charleneli.com/

• SocialMediaToday.com

• SocialMediaExaminer.com

• Mashable

• Socialnomics.com

• FastCompany.com

• StamenDesign.com