Modern PR in e-edition, integrated customer service Wojciech Szymański
The Internet is one of the primary sources of information about services, products or brands.
Peter De Vries and Ad Pruyn have investigated whether the facts that a product has been evaluated by consumers affects the purchase at online stores. It turned out that the sale of recommended products is higher up to 20%.
FINDABILITY
ZMOT
SERM
Zero Moment of Truth - the marketing concept developed by Google saying that buying decisions take place at the online review stage.
Stimulus (e.g. TV commercial)
First Moment of Truth – first contact with the product (e.g. on the shop shelf)
Second Moment of Truth – purchasing a product and experiencing it at home
Purchase process – traditional model
Stimulus
First Moment Second Moment of Truth of Truth
SMOT becomes ZMOT the next purchase
Purchase process – a new model
70% of Americans declare that they look at opinions about products before making a purchase. 79% of consumers claim that they use smartphones to help themselves with their purchases. 83% of mothers claim that after viewing a TV commercial, they look at opinions about a product online.
What does influence your decision when you consider buying a product?
84% of shopping decisions among respondents are influenced by opinions found online 54% of respondents browses different e-shops and reviews before buying online. 62% of Internet users try buying a product online before buying in a traditional shop.
FINDABILITY
ZMOT
SERM
SERM (Search Engine Reputation Management)
NATURAL RESULTS
BOXES ADVERTISING
GOOGLE MAPS
IMAGE RESULTS
RESULTS FROM GOOGLE NEWS
VIDEO RESULTS
GOOGLE SUGGESTS
PRODUCT ADS
SERM – one can appear on Google up to 8 times
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FINDABILITY
ZMOT
SERM
Findability - the ability to find the desired information, product or service at any time.
Findability - the ability to find anyone or anything from anywhere at anytime.
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www.dtworzydlo.blip.pl/
www.goldenline.pl/dariusz-tworzydlo
www.ibuk.pl/fiszka/369/public-relations.html
www.newsline.pl/blogi/dariusztworzydlo/
https://ksiegarnia.wsiz.pl/index.php?page...
www.youtube.com/watch?v=oIN_bH9zrLc
www.proto.pl/informacje/info?itemId=84968
media.epr.pl/dr-dariusz-tworzydlo-wylicza-uczeln...
lubimyczytac.pl/autor/1620/dariusz-tworzydlo
pl.wikipedia.org/wiki/Dariusz_Tworzydło
prpro.com.pl/wykladowcy/dr-dariusz-tworzydlo/
pl.linkedin.com/pub/dariusz-tworzydło/4/4a3/a23
www.podkarpackie.org.pl/tagi/tag,60,dariusz-tworzydlo.html
prpro.com.pl/2012/01/dr-dariusz-tworzydlo-wykladowca-iv-zjazdu/
www.nowiny24.pl/apps/pbcs.dll/article?AID=/20101223/...
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pl-pl.facebook.com/people/Dariusz-Tworzydło/100002260062639
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www.mamstartup.pl/tag/6688/dr-dariusz-tworzydlo
www.finanse.w-pigulce.pl/dr_dariusz_tworzydlo.../wpis13.html
wsiz.rzeszow.pl/kadra/dtworzydlo
www.exacto.pl/o-firmie/
antyweb.pl/barometr-komunikacji-czyli-jak-firma-pr-ze-startupem-pr…
www.wirtualnemedia.pl/tags/Dariusz%20Tworzydło
We will see an example how many times you can be on the net
WORD OF MOUTH MARKETING
USABILITY WEBSITE
CONVERSIONS
How do I see modern e-PR? It involves being wherever our potential customers are!
Where are our potential customers? They are looking for opinions online‌
11 steps of PR online edition CASE STUDY: Congress of Professionals www.kongresprofesjonalistow.pl
1. Be in TOP 3 of search results for the most important keywords
2. Make sure all pages in TOP 10 results for branding keywords are positive.
3. Make sure your business has profiles on social networking sites
4. Communicate through Social Media
5. Let them talk about you
6. Make sure you have plenty of information about your business online: publish your content and try to appear on other websites as well.
7. Upload your content on websites where you can "share" something
8. Take care of you credibility
9. Get lots of referral links to your website
10. By following these previous steps, this one will be done by itself: Google autocomplete
11. You will automatically find yourself in Google Suggest
Thank you for your attention! Wojciech Szymański
ws@ideo.pl www.ideoagency.com