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It may or may not be a world record; Guinness simply doesn’t have a chapter on live blogging. Yet. As a partner of the Holmes Report PR Summit 2014 we will be reporting live today, from Miami – in four different languages!
PR professionals from all over the world are gathering this week at the Holmes Report’s third Global Public Relations Summit. One of the topics on the agenda is real-time communications; in a world where news breaks over minutes, speed and agility is all that counts.
David Meerman Scott will talk about how PR can help to build a real-time communications culture. In a session moderated by Chris Lewis, he will explain how we should be generating the ideas of real-time agile communications and pushing them to other departments; like customer support, sales, but also the C-suite.
Follow the English live blog here, or switch to our Spanish, German or Dutch 360.
And, we’re starting! Moderator Chris Lewis introduces David Meerman Scott as ‘someone from the future': “He writes books, I colour them in.”
@largeburrito has taken the stage and people are cheering. #PRSummit
— Tushar (@tushar) October 28, 2014
An inspiring first example of newsjacking: Joe Pain, the CEO of Eloqua, was told that competitor Market2Lead was acquired by Oracle. He wrote a blog post about within two hours and it was quoted by many journalists. “A nightmare for Oracle, but a great example of real-time communication.” Later Eloqua was acquired by Orale as well. An estimated 8 million of the deal was caused by this blog post.
Real-time marketing is about much more than crisis communication, says David Meerman Scott: “It is about being found, about publishing good content.”
True that. ‘Social media is a just a tool’ – it’s all about a ‘real-time’ culture, says @dmscott at #PRSummit
— Ian Morrison (@i_morrison) October 28, 2014
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Scott shares a selfie with the audience on Twitter (sure, real-time):
A real-time selfie at #PRsummit – who is happy now?! pic.twitter.com/ScGz1iYKue — David Meerman Scott (@dmscott) October 28, 2014
Newsjacking is an amazing concept in real-time marketing, says Scott. It is all about the cycle of a news story: getting your story out there when the news is breaking.
.@dmscott graph on the news cycle & when to newsjack… #PRSummit pic.twitter.com/zJ4bl0yBdq
— Steve Ertel (@sevolley) October 28, 2014
Another inspiring example of newsjacking Scott mentions comes from TIO insurance, an Australian insurance company that offered president Obama an insurance policy against a crocodile attack when the president visited the region. It generated 5,000 pieces of media coverage.
According to Scott real-time communication is the most important revolution in the history of information (even moren important than the invention of the printed press).Real-time is a lifestyle exchange.
Real-time is a lifestyle exchange. @dmscott gets fit by running around on stage Image may be NSFW.
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#PRSummit @holmesreport pic.twitter.com/30sQ33UpF6
— Brian Wallace (@nowsourcing) October 28, 2014
Chris Lewis explains why he asked David Meerman Scott to present at the event: “We already speak with our clients every day of the week and twice on Sundays. We’re used to rapid deployment and situational fluency. If we combine creative content with our ability to respond in real-time, the opportunity is clear.”
An example of real-time communications happening today: when Scott posted a photo of himself in the hotel, the social media team responded almost instantaneously.
Big Chair! A photo posted by David Meerman Scott (@dmscott) on
Nikolai Ursin, the marketing manager who posted the response is even invited on stage! “He is making the hotel famous on social media today.”
Very meta+cool. Real-time insert (the man behind @StRegisBHresort Twitter) into a session about real-time. #PRSummit pic.twitter.com/PQsnfnZUS5
— Rebecca Ballard (@RebeccaBallard) October 28, 2014
“I hate the Oreo tweet“, Scott confesses after a question from the audience. “People are associating real-time with something that is planned. What is much more interesting is when something is happening that is unexpected, like when a competitor is acquired.”
That’s the end of the presentation. If you have any question for David Meerman Scott, please share them in the comments or with @LEWISPR.
Brilliant session by @lewispr @largeburrito and @dmscott! Learned a lot and had great fun!! #PRSummit @holmesreport
— GabrielaLungu (@GabrielaLungu) October 28, 2014
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