online pr digital bootcamp may 2013
DESCRIPTION
Online PR presentation from Terry Nicklin, Keynote PR at CIM Digital Marketing Bootcamp, Chelmsford, May 2013TRANSCRIPT
PR IN A DIGITAL AGE
Terry Nicklin,
KeynotePR
Chairman, CIM Cambridgeshire Branch
@Terry_N
INSIGHTS FOR YOUR ORGANISATION
Terry Nicklin BSc DipM MBA FCIM FCMC Chartered Marketer
Who Am I?
Technology Marketing Consultant in private and public sectors
Background in engineering, technology and professional services
Chartered Institute of Marketing
Chairman 2008/13 Cambridgeshire Branch Organiser – Digital Marketing Conference 2007/13 Judge - East of England Marketing Awards - YE Marketing awards
KeynotePR Ltd
Communications, Marketing and PR for Business • Press relations • Presentation support • Web content • Crisis communications • Skills development • Reputation management
Principal Tutor - 10 years Course Director for CAM Course Director for Digital Programme • Marketing Communications • E-marketing • Relationship Marketing • Marketing for Technology Companies • Stakeholder Marketing
Cambridge Marketing Colleges
UK Internet Usage
ONS, Nov 2012
UK Access of the Internet
Sources: http://www.pingdom.com/ http://www.radicati.com/
Web Statistics
634 million – Number of websites (December). 51 million – Number of websites added during the year. 43% – Share of the top 1 million websites that are hosted in the U.S. 48% – Share of the the top 100 blogs that run WordPress. 75% – Share of the top 10,000 websites that are served by open source software. 87.8 million – Number of Tumblr blogs . 17.8 billion – Number of page views for Tumblr. 59.4 million – Number of WordPress sites around the world. 3.5 billion – Number of webpages run by WordPress viewed each month. 37 billion – Number of pageviews for Reddit.com in 2012. 35% – The average web page became this much larger during 2012. 4% – The average web page became this much slower to load during 2012. 191 million – Number of visitors to Google Sites, the number 1 web property in the U.S. in November.
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UK Online Sales
ONS, Jan 2013
The ‘Digital Difference’
Digital PR is…
Easier
Faster
Cheaper
More measurable
More democratic
More global
! Less controlled
! Permanent
! Subject to the same laws
! (or is it?)
Traditional marketing: Interrupting people's daily lives with messages about what to buy, to think or to feel. Campaigns of influence, dictated by the available spend, trying to set the agenda for any chosen "target audience". It's not that people are switching off from marketing, it's that they are taking it into their own hands. Today: Super-connected citizens dictate the agenda, they don't follow it. Consumers no longer ask "What do you have to say to me?" but "What can you do for me?“ The successful organisation will listen and learn in real-time. Digital product will emerge as the output - placing technology at the core to create innovative tools that make a tangible difference to consumers' lives.
The New Landscape
Digital PR
Key differences online:
Audience connected to the organisation
Audience members connected to each other
Audience has access to other information
Audiences pull information
Citizen journalists:
“ ” …the people formerly known as the audience.
…simply the public made realer, less fictional,
more able, less predictable.
Jay Rosen
Everyone a Publisher NeverSeconds One primary school pupil's daily dose of school dinners.
• Publicity caused by the ban helped the schoolgirl smash through her £7,000 fundraising target for the Mary's Meals charity - with total pledges of more than £30,000 being made by Friday afternoon.
• Martha Payne, 9, from Argyll began publishing photographs of her Lochgilphead Primary School lunches on Monday 30 April 2012.
• She quickly recorded more than three million hits on her NeverSeconds blog.
• Argyll and Bute Council imposed a ban after the Daily Record newspaper published a photograph of Martha alongside chef Nick Nairn under the headline "Time to fire the dinner ladies."
Global Information Availability
Timescape
Source: IPA
A ‘Media Neutral’ Approach
UK Marketing Spend 2012
‘Main media’ 27.1% Direct Marketing 25.3% Internet 11.7% Sales Promotion 9.6% Other 3.5% PR 8.7% Events 8.3% Market research 5.8%
Bellwether survey
Advertising Spend
• Advertising UK advertising trend downwards,
with online the main exception - TV +16%
- Out of home +12%
- Internet +11%
- Direct mail +7%
IAB, Apr 2013
UK Digital Advertising Spend
UK Digital Media Mix IAB, Apr 2013
Digital Marketing Objectives
• Drive visitors to web site
• Build interest in content / topic Acquisition
• Provoke an action such as: request info., download data, make a purchase
Conversion
• Build the relationship
• Encourage repeat purchase and referral
Retention
Digital Tools (selection)
Web sites SEO
PPC
Social media
Directories
Blogs
Online events Podcasts
Webinars Microsites
Intranet
Extranet
Apps
Mobile SMS / MMS
QR codes
Skype
Viral
Social bookmarking
Video
Slideshare
BOUGHT
MEDIA
OWNED
MEDIA
EARNED
MEDIA
growth in the converged area
• web sites
• blogs
• co. LI page
• press coverage
• viral
• social media
• adverts
• sponsorship
• PPC
Online Public Relations
Redistribution (wire) services e.g. www.businesswire.com,
M2 Presswire, www.prweb.com.
Bloggers and blog sites: www.technorati.com, Klout,
PeerIndex
Search engine friendly content
Virtual press kits
Campaign management tools: DWPub, Vocus, Cision
Social media to draw attention and encourage syndication
Good PR today is about managing brand reputation online
Multiple tools available
Digital PR Tools
Online editorial
Mainstream and niche
publications
Blogs and micro-blogs
User-generated content
e-Zines and e-Newsletters
Virals
Online sponsorship
Discussion forums
Podcasts and vodcasts
Social media
Social networks
Social bookmarks
Wikis
Link building
SEO and PPC
Leveraging the network effect of the Internet
Online PR
Which newspapers had been the most prolific tweeters over the three months to Sep 11? The Guardian - 30,297 journalist tweets The Independent - 14,786 The Daily Telegraph - 14,377 The Times -13,540 The Sun - 10,067
2011 - Journalists tweeted vigorously about the News of the World’s alleged wrongdoings, with ‘Hackgate’ – the summer’s most popular topic – generating a whopping 62,208 tweets.
Journalists use social media:
• For networking and identifying sources
• Monitoring and participating in debate
• Identification, curation and verification of
material
• Real-time publishing or blogging
Social Media
News Release
Multimedia News Release
PR Newswire
Social Media Drives News Traffic
Experian Hitwise
Proportion of news site traffic driven from social media
PR and SEO
The Freshness update Nov 2011 emphasizing results to sites
that contain more recent content.
The Page Layout update Jan 2012 started analyzing the
amount of advertising content that shows above-the-fold.
Google Search + Your World Jan 2012 integration of
Google+ personalization and the addition of the +1 in search
results.
Google’s Venice update Feb 2012 started adding relevant
local results into searches based on a searcher’s IP location
even if the keyword searched did not contain local keywords.
Google Places May 2012 pages were replaced with Google+
Local pages.
Panda Feb 11 Intended to surface sites with relevant, unique
and fresh content, as well as those with high
quality, natural links.
Penguin Apr 12
Gave lower rankings for sites that engage in web
spam tactics like domain name keyword stuffing,
cloaking (serving content to users that is
different from what a search engine crawler
would see), and sites burdened with unnatural
(spun) language.
Curation
Curation
Average PageRank of an author’s content Average number of +1s and Google+ shares the author’s content receives The number of Google+ circles an author is in Reciprocal connections to other high AuthorRank authors Number and authority of sites an author’s content has been published to The engagement level of an author’s native Google+ content (i.e., posts to Google+) The level of on-site engagement for an author’s content (i.e. comments and author’s responses to comments) Outside authority indicators (e.g., the presence of a Wikipedia page) YouTube subscribers Any number of importance/authority metrics on social networks (Twitter, Quora, LinkedIn) Real world authority indicators like published works on Google Books or Google Scholar
Likely Factors Google Will Use to Create AuthorRank
Mike Ameson, SEOmoz
Monitoring Tools
Google Alerts
Google Analytics
Google Reader (retiring July 1st).
Use RSS Reader, or switch on in Outlook!
Twilert, Tweetbeep
Technorati, Google Blog Search (until May 2014)
Google Trends (was ‘Insights for Search’)
North Face China Flag campaign 2010
http://www.youtube.com/watch?v=i-NYpb4MvF8&feature=player_embedded
Campaign Example
Roles of Social Media
Listening
Engaging
Showing an authentic face
Informing
Giving
Educating
Syndicating content
Building relationships
Reminding
Important to start here
Look for where you can add maximum value Adopt lower risk activities first
Social Media Explained
Twitter – I’m eating a #doughnut
Facebook – I like doughnuts
FourSquare – This is where I eat doughnuts
Instagram – Here is a vintage pic of my doughnut
YouTube – Here I am eating a doughnut
LinkedIn – My skills include doughnut eating
Pinterest – Here’s a doughnut recipe
LastFM – Now listening to doughnuts
Google+ – I’m a Google employee who eats doughnuts
“A tipping point has been reached…where people across the NHS are recognising that the positive benefits of social media far outweigh the risks”
Dean Royles, Director, NHS Employers Assocn. Jan 2013
NHS Backs Use of Social Media
“Can’t reply properly in 140 chars.” - PMCPA
The Revolution Grand Prix, which
recognises the best digital work
across all disciplines, went to Bayer
Schering Pharma and Profero for
their In-Bed campaign, which
aimed to address the sensitive
subject of erectile dysfunction.
www.in-bed.info Bayer
Success for Bayer
Apr 2010
The PMCPA ruled that Bayer had brought "discredit" and reduced confidence in the drugs industry after it tweeted the launch of two drugs – Levitra, an erectile dysfunction drug, and Sativex, a cannabis-based painkiller used for the treatment of multiple sclerosis. Some of Bayer's approximately 500 UK and Ireland followers are members of the public.
Bayer / Twitter
Aug 2011
but…
Bayer on Twitter today
Blogging
Business Blogging
High quality membership: 54% of LinkedIn users are on £30K+ salaries, while around one-third earn more than £50k Generally better educated than the average website visitor · 35-49-year-olds use LinkedIn 19% more than they use the average website · Almost 25% of LinkedIn visitors check in at least 30 times per month · Half (51%) of LinkedIn users visit at least once per month Quantcast Dec 2012
2%
CEOs on Twitter
Weber Shandwick
Marketing Week, Jan 2013
Just 2% of CEOs from Fortune Magazine's Global 500 has a noticeable presence on Twitter.
They are believed to be put off put off by having their comments criticised and shared.
Reputation Management
Search Engine Performance
Dell claims it made $6.5m in under six months from its usage of Twitter.
DellOutlet profile has almost 1.5 million followers, which Dell uses as a viral system; discount offers are posted daily.
Supporting Tools
Crisis Communications
Include the Internet in your crisis planning
Agree responsibilities, incl. out of hours
Use website as tool to publicise to media and other
stakeholders your version of events
Rapidly updated
Reduces calls to press office
Public e-mail enquiry line
Monitor discussion groups/social media
Crisis Communications
January 2013
CEOs avoid social media
Zeno Group
As a result, they:
British organisations fare little
better.
Research shows that 30% of
companies do not know how to
include social media in a crisis
management plan.
• risk serious reputational damage
B2B businesses only respond to
online crises 43% of the time
(B2C 63%).
B2B companies are twice as likely
to avoid addressing digital
reputational issues entirely
CEOs do not consider the reputation
their company has on social media
when making decisions.
• miss out on important stakeholder feedback
Crisis Communications
Facilitating Dialogue
www.shell.com
The best PR is a two way dialogue
Best practice example: Tell Shell
Start with low risk, low effort tools
augmented reality
social media
web site
SEO
PPC
SMS
blogs
webinars
podcasts
news
e-commerce
apps
research
affiliates
widgets
analytics
augmented reality
web site
social media analytics
PPC
SMS
blogs
webinars
podcasts
news
e-commerce
apps
research
affiliates
widgets
SEO
Measuring Value in Social Media
Social Media Metrics
Traffic
Interaction
Sales
Leads
Search Marketing
Brand Metrics
PR
Customer Engagement
Retention
Profits source - e-Consultancy.com, August 2012
3463 followers
100 followers
2013 Conference booked for 11th July
Imperial War Museum, Duxford
Seventh
^
Thank you