Modern PR in e-edition, integrated customer service.pdf

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.

Purchase process – traditional model 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 – a new model Stimulus First Moment of Truth Second Moment of Truth SMOT becomes ZMOT the next purchase

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)

SERM – one can appear on Google up to 8 times NATURAL RESULTS BOXES ADVERTISING GOOGLE MAPS IMAGE RESULTS RESULTS FROM GOOGLE NEWS VIDEO RESULTS GOOGLE SUGGESTS PRODUCT ADS

1 2 3 4 5 7 6

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.

We will see an example how many times you can be on the net www.tworzydlo.pl 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/... www.kto-kogo.pl/Dariusz_Tworzydło podyplomowepr.pl/index.php/component/content/article/48 dariusz-tworzydło.weltbild.pl www.pressmedia.com.pl/ls/index.php?option=com... www.kurier365.pl/.../6893-3-pytania-do-dariusza-tworzydły.html www.dziennikarstwo.uni.wroc.pl/pracownicy,dariusz_tworzydlo.html www.szkolenia.pot.ecorys.pl/index.php/.../18-dr-dariusz-tworzydlo www.urlcatalog.net/pl/strona/.../dariusz-tworzydlo-public-relations.ht... adaetykipr.pl/download.php?id=56 pl-pl.facebook.com/people/Dariusz-Tworzydło/100002260062639 www.szkoleniapr.com/nasi-eksperci/dr-dariusz-tworzydlo/ https://ksiegarnia.wsiz.pl/index.php?page... 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

WEBSITE WORD OF MOUTH MARKETING USABILITY 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