Modern PR in e-edition, integrated customer service

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

1

2 3

4 5

6

7

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.

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

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