shine communications pr week forum final pdf

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The integration of digital within PR & the impact of technology on consumer behaviour and media Chris McCafferty & Scott Williams Shine Communications September 2009 Contact: 020 7100 7100 [email protected] / [email protected]

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Page 1: Shine Communications Pr Week Forum Final Pdf

The integration of digital within PR

& the impact of technology

on consumer behaviour and media

Chris McCafferty & Scott Williams

Shine Communications

September 2009

Contact: 020 7100 7100

[email protected] / [email protected]

Page 2: Shine Communications Pr Week Forum Final Pdf

Chris McCafferty, Director Twitter: @chrismccaff Blog: via PRWeek.co.uk

Former European Communications Director at

MySpace, responsible for launching MySpace into 13

European countries. Previously on the management

team at MSN UK as Head of PR and Corporate Affairs.

10 years PR agency experience

Scott Williams, Creative Director & Head of Digital Twitter: @sadeagle

Five years at Google and YouTube as Head of Media

and Entertainment, advising many of the UK’s major

media owners and content providers such as Universal

Music, Channel 4, The Sun and The Daily Telegraph. 12

years in the digital industry including FT.com,

UpMyStreet.com and Popbitch

Hello

Page 3: Shine Communications Pr Week Forum Final Pdf

changing communications

BriefPress

Release

Media

Conversation Coverage

Blogs

Website

Community Social Media

Attention &

Traffic

Video New

Platform

New

Platform

New

Platform

Page 4: Shine Communications Pr Week Forum Final Pdf

the power of digital; and the challenge for brands

Page 5: Shine Communications Pr Week Forum Final Pdf

Where is

PR in 2009?

Page 6: Shine Communications Pr Week Forum Final Pdf

What the hell is going on?

Page 7: Shine Communications Pr Week Forum Final Pdf

92% of people must have

broadband within a

month of moving

92% can live without a

microwave for a month

Don’t ignore the channel...

Page 8: Shine Communications Pr Week Forum Final Pdf

When did you last hear...

“...let’s build an iPhone app” – WHY?

“...let’s make a viral” – WHY?

“...we can seed that content for you” – how/why/who to?

“We can use buzz metrics to see what people are saying about you”

“We work with bloggers all the time and influencers”

“That piece of coverage online was worth over £20,000”

“We work out the average media value using our own formula”

Page 9: Shine Communications Pr Week Forum Final Pdf

Confused….technology, consumer empowerment,

Long tail, wisdom of crowds, the demise of printed

media business models, influencer mapping

Page 10: Shine Communications Pr Week Forum Final Pdf

The Challenges for PR Today – Medium is the Message

The average consumer is

exposed to ~3,500 marketing

messages every day.

Page 11: Shine Communications Pr Week Forum Final Pdf

15,000 songs.

25,000 photos.

150 hours of video.

2015

ANY song ever produced.

100,000,000 photos.

20 years of video.

2012

500,000 songs.

2,500,000 photos.

8760 hours of video.

2020

ANY song.

ANY picture.

ANY video.

Moore’s law states that capacity doubles in size every 24 months

Technology doesn’t like existing business models

Page 12: Shine Communications Pr Week Forum Final Pdf

Digital Integration:

How to use technology to amplify your comms

Page 13: Shine Communications Pr Week Forum Final Pdf

Shouting louder is not the answer

Page 14: Shine Communications Pr Week Forum Final Pdf

How does digital sit within comms? What is Digital PR?

Community

Coverage

Distribution

Assets

Platforms

Creative Ideas

Insight &

Brief

Page 15: Shine Communications Pr Week Forum Final Pdf

Build content that can be shared, discussed and

enjoyed

Page 16: Shine Communications Pr Week Forum Final Pdf

What does the campaign look like in practice?

Page 17: Shine Communications Pr Week Forum Final Pdf

Measurement and tracking

Page 18: Shine Communications Pr Week Forum Final Pdf

Cost of engagement is low and returns are high

Page 19: Shine Communications Pr Week Forum Final Pdf

Hang on. You haven’t mentioned Social Media

Page 20: Shine Communications Pr Week Forum Final Pdf
Page 21: Shine Communications Pr Week Forum Final Pdf

The internet is a social media – we own it

80 billion emails a day

Zero to 1 billion people in 10 years

20 hours of video uploaded to YouTube every minute

1Billion + searches a day on Google

Social media platforms highlight the intrinsic benefits and the collaborative

nature of the network of computers and servers – i.e.: The Internet

The social collective (Wisdom of Crowds) will determine whether something is

popular/viral

The biggest online brands spend next to nothing on PR/Comms – Their brand is

their user experience

Page 22: Shine Communications Pr Week Forum Final Pdf

Two conclusions

Page 23: Shine Communications Pr Week Forum Final Pdf

Driving consideration

Impartial Brand biased

Driving sales

PR Marketing

Web Master Product

communication boundaries are blurring

Page 24: Shine Communications Pr Week Forum Final Pdf

The basics...

Listen/

Understand

Be honest

Transparent

Experiment

Have

Fun!

Page 25: Shine Communications Pr Week Forum Final Pdf

Thanks

Chris McCafferty & Scott Williams

Shine Communications

September 2009

Contact: 020 7100 7100

[email protected] / [email protected]