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
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
changing communications
BriefPress
Release
Media
Conversation Coverage
Blogs
Website
Community Social Media
Attention &
Traffic
Video New
Platform
New
Platform
New
Platform
the power of digital; and the challenge for brands
Where is
PR in 2009?
What the hell is going on?
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...
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”
Confused….technology, consumer empowerment,
Long tail, wisdom of crowds, the demise of printed
media business models, influencer mapping
The Challenges for PR Today – Medium is the Message
The average consumer is
exposed to ~3,500 marketing
messages every day.
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
Digital Integration:
How to use technology to amplify your comms
Shouting louder is not the answer
How does digital sit within comms? What is Digital PR?
Community
Coverage
Distribution
Assets
Platforms
Creative Ideas
Insight &
Brief
Build content that can be shared, discussed and
enjoyed
What does the campaign look like in practice?
Measurement and tracking
Cost of engagement is low and returns are high
Hang on. You haven’t mentioned Social Media
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
Two conclusions
Driving consideration
Impartial Brand biased
Driving sales
PR Marketing
Web Master Product
communication boundaries are blurring
The basics...
Listen/
Understand
Be honest
Transparent
Experiment
Have
Fun!
Thanks
Chris McCafferty & Scott Williams
Shine Communications
September 2009
Contact: 020 7100 7100