the public relations show - stream three - technology, platforms and the future of pr
Post on 17-Oct-2014
579 views
DESCRIPTION
TRANSCRIPT
26 NOVEMBER LONDON
♯ PRSHOW13
Sponsored by Vuelio
Stream three: technology platforms and the future
of PR
♯ PRSHOW13
Thank you to our
Sponsors and Partners ♯ PRSHOW13
Stream three: technology platforms and the future
of PR
♯ PRSHOW13
The brand newsroom: A new model for PR impact
Speaker: Adam Cranfield, Chief Marketing
Officer, Mynewsdesk
Facilitator: Elspeth Graham FCIPR,
Commercial Director, CIPR @elspethCIPR
The Brand Newsroom: a new model for PR impact
Adam Cranfield Head of Marketing Mynewsdesk ♯ PRSHOW13
vs
?
War on “thin content”
War on dodgy links
A more intelligent future
Responsive
When you do it right : )
When you do it wrong : (
Themes
Blog post
Webinar
Event
Video
White paper
Interview
Comment
Research / survey
News release
Themes
SEO
Paid search
Distribute via newsroom
Email / newsletter
3rd party blogs / sites
Google+
Target key influencers
Content
Themes Content Promote Measure
Thank you
Questions?
26 NOVEMBER LONDON
♯ PRSHOW13
Sponsored by Vuelio
Stream three: technology platforms and the future
of PR
♯ PRSHOW13
Show me the data! Where Big Data meets PR
Speaker: Eb Adeyeri, Strategy Director
we are social @eba
Facilitator:
Alastair McCapra CEO of CIPR @CIPR_CEO
SHOW ME THE DATA!! WHERE ‘BIG DATA’ MEETS PR
EB ADEYERI - @EBA
STRATEGY DIRECTOR @WEARESOCIAL
WHERE SOCIAL MEDIA MEETS PR
@EBA
WHERE GAMIFICATION MEETS PR
@EBA
WHERE GROWTH HACKING MEETS PR
@EBA
WHERE CONTENT MARKETING MEETS PR
@EBA
WHERE REAL-TIME MARKETING MEETS PR
@EBA
WHERE ONLINE ENGAGEMENT MEETS PR
@EBA
WHERE BLOGGER OUTREACH MEETS PR
@EBA
WHERE SOLOMO MEETS PR
@EBA
WHERE [INSERT WANKY WORD] MEETS PR
@EBA
WHERE BIG DATA MEETS PR
@EBA
THIS IS WORTH TAKING A SERIOUS LOOK AT THOUGH
GARTNER HYPE
CYCLE 2013
SO WHAT EXACTLY IS
BIG DATA?
@EBA
BIG DATA IS THE TERM FOR A DATA SET SO
LARGE & COMPLEX, IT BECOMES TO
DIFFICULT TO PROCESS USING TRADITIONAL
TOOLS
Source: Wikipedia
WHAT THE F*@K IS A ZETTABYTE?
= 1,000,000,000,000 GB
@EBA
Tweetable quote:
“Every day, 2.5 billion
gigabytes of data are
created in a variety of
forms” #PRshow
@EBA
NSFW non-Tweetable quote
Big data
Volume
Variety
Velocity
@EBA
OK BUT WHAT DOES THAT HAVE TO DO WITH
PUBLIC RELATIONS?
@EBA
WHY SHOULD I CARE?
WHAT EXACTLY IS
PUBLIC RELATIONS?
@EBA
Source: CIPR
PUBLIC RELATIONS IS THE DISCIPLINE
WHICH LOOKS AFTER REPUTATION, WITH
THE AIM OF EARNING UNDERSTANDING
AND SUPPORT AND INFLUENCING OPINION
AND BEHAVIOUR. IT IS THE PLANNED AND
SUSTAINED EFFORT TO ESTABLISH AND
MAINTAIN GOODWILL AND MUTUAL
UNDERSTANDING BETWEEN AN
ORGANISATION AND ITS PUBLICS.
@EBA
PUBLIC RELATIONS IS THE DISCIPLINE
WHICH LOOKS AFTER REPUTATION, WITH
THE AIM OF EARNING UNDERSTANDING
AND SUPPORT AND INFLUENCING OPINION
AND BEHAVIOUR. IT IS THE PLANNED AND
SUSTAINED EFFORT TO ESTABLISH AND
MAINTAIN GOODWILL AND MUTUAL
UNDERSTANDING BETWEEN AN
ORGANISATION AND ITS PUBLICS.
BIG DATA
OPPORTUNITY
@EBA
COMMUNICATION IS EVOLVING…
@EBA
BIG DATA FOR PR = WHERE REPUTATION MANAGEMENT
MEETS BUSINESS OUTCOMES
@EBA
@EBA
8 AWESOME WAYS YOU CAN WIN AN
ARGUMENT AGAINST A BIG DATA SKEPTIC IF YOU WORK IN PR
@EBA
1) HIT THEM WITH AN EXAMPLE OF BIG DATA COUPLED WITH BEHAVIOURAL DESIGN
bit.ly/Opower
2) EXPLAIN IT IS MORE ABOUT SMART DATA AT SCALE THAN BIG DATA
bit.ly/obamabigdata @EBA
3) WOW THEM WITH THE POWER OF INFLUENCER/ADVOCATE MAPPING
bit.ly/awedience @EBA
4) DEMO HOW BIG DATA HELPS GET UNDER THE SKIN
OF AN ORGANISATION.
bit.ly/ibmpkpcargo
5) BRAG ABOUT YOUR UNDERSTANDING OF MEASURING
SUCCESS WITH IT
@EBA
bit.ly/truevaluepr
6) BALANCE OUT YOUR ARGUMENT BY SHOWING
AN AWARENESS OF THE BIG DATA PITFALLS
@EBA
BEWARE THE DARK SIDE OF BIG
DATA
bit.ly/bigdatadarkside
7) TELL THEM YOU ARE BEST BUDDIES WITH THIS GUY
…OR AT LEAST TELL
THEM YOU’VE READ THE
BOOK
…IF NOT, THEN
WATCHED THE FILM
FINALLY…
8) TELL THEM BIG
DATA IS THE NEW COCAINE
BIG DATA MAKES YOU FEEL SMART
@EBA
BIG DATA MAKES YOU FEEL SEXY
@EBA
BIG DATA MAKES YOU TALK A LOT
@EBA
SAY
HELLO
TO MY
BIG DATA
@EBA
CONCLUSION
1. DATA IS CHANGING THE GAME FOR
THE PRACTICE OF REPUTATION
MANAGEMENT
2. BIG DATA IS NOT A SILVER BULLET
3. BIG DATA IS HERE TO STAY, SO GET
USED TO IT
@EBA
@EBA
@WEARESOCIAL
TALKTOUS@WEARESOCIA
L.NET WWW.WEARESOCIAL.NET
Thank you
Questions?
26 NOVEMBER LONDON
♯ PRSHOW13
Sponsored by Vuelio
Stream three: technology platforms and the future
of PR
♯ PRSHOW13
On the move: Ensuring your message gets mobile
Speaker: Peter Sigrist, Managing Director,
33 Digital @psigrist
Facilitator: Sukhjit Grewal, Director of Professional
Development & Membership, CIPR
Peter Sigrist Managing director 33 Digital
@psigrist
ON THE MOVE: ENSURING YOUR
MESSAGE GETS MOBILE
What I won’t cover today
• Mobile phones
• Mobile apps
• Wearable gadgets
• Location based services
• Mobile PR 101
Source: http://www.youtube.com/watch?v=VpZmIiIXuZ0
Confession
I have no idea what mobile PR even means. “
Agenda • How I figured out the difference mobile technology will make to our lives in PR
Convenience
If everyone is busy making everything, how can anyone perfect anything? We start to confuse convenience with joy.
Source: http://www.youtube.com/watch?v=VpZmIiIXuZ0
Apple by Design, 2013
“
Convenience
Convenience
Convenience such as anytime access and speed of recovery “was by far the best predictor across all information seeking.”
Source: http://www.oclc.org/content/dam/research/publications/library/2011/connaway-lisr.pdf
Dervin & Reinhard, 2006
The 1970s format wars
Quality
Sony: Betamax JVC: VHS Quasar: Great Time
Machine
Philips: Video 2000 Sanyo: V-Cord
Price
Content
Recording time
The 1970s format wars
The principle factor in the success of VHS was how many times you would need to change the tape.
Source: James Lardner, Fast Forward: Hollywood, the Japanese, and the VCR Wars, 1987
“
THE SIREN SONG OF
CONVENIENCE
The age of desire
We’re getting close to a science fiction fantasy, where we believe we are entitled to have everything we desire. This is a credo that’s taking over in user interface design.
Source: http://books.google.com/ngrams/graph?content=desire+paths&year_start=1988&year_end=2008&corpus=15&smoothing=3&share=
A FLICKR OBSESSION A search on Flickr for “desire path” reveals the strange obsession with unplanned paths across lawns and through the snow, revealing routes of maximal convenience.
Taxonomy of convenience
Time saving/ buying
Effort saving
Appropriateness Portability
Accessibility
Avoidance of unpleasantness
Six categories of convenience (Yale & Venkatesh, 1986)
Source: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=5956
How enjoyable/creative is the time
spent? How valuable is the time
taken?
How much easier is a task, thanks
to a product or service?
How much does a product or
service fit a given need?
How much can a product or
service stop an activity feeling like
a chore?
How much a product or service
can be used wherever and
whenever a consumer wants
When convenience is in charge
But what happens when convenience is the only factor?
When convenience is in charge
Convenience alone leads to design of questionable value. In such cases, the focus has typically been on only one type of convenience, such as time-saving.
When convenience is in charge
You don’t need anyone to tell you that these inventions are bad. Yet it’s worth considering why. It’s all about affordance.
AFFORDANCE
Affordance
The value of a well-designed object is when it has such a rich set of affordances that the people who use it can do things with it that the designer never imagined.
Source: http://www.youtube.com/watch?v=NK1Zb_5VxuM
Don Norman, 1994
“
Affordance
Source: http://humansindesign.com/post/6808883501/why-is-this-iphone-from-studioneat-accessory-awesome
Watching movies
Reading the
morning paper
Stop-motion
videography
Long exposure
photography
Mini-computer Facetime
(Hands free)
Blinded by novelty
It’s easy to be blinded by novelty. Some things seem to afford something of value, but as you did deeper, they are merely offering a degree of convenience.
“
Blinded by novelty
You can’t ride a Segway without looking like a “smug dork”
“ Paul Graham
Y-Combinator
The value of affordance
Convenience Affordance
Risk
Ease Appeal
CONSIDERING THE
FUTURE OF MOBILE
Mobile convenience
Mobile affordance
• Spontaneous decisions
• Connection to leisure services
• Workplace and productivity
enhancements
• Connections to friends and
colleagues
• Notifications and active life
management
• News and current affairs
• Life-enhancing ideas and inspiration
• Public safety information
• Government and utility services
• Self-tracking and performance
monitoring
• Handiness and comfort
A non-complete list
of the things a well
designed mobile
device should afford.
Mobile versus wearable
All of the mobile affordances still
apply, but in addition:
• Invisible and instantaneous
access to information
• Audio and physical inputs and
outputs
• Instant switch between
public/network/private states
• Secret/subtle relationship with
information sources
Does changing the
context or definition
help? What if we talk
about personal or
wearable computing
instead of mobile
devices? Do we
think of different
affordances?
The affordance conclusion
We’re going more Not so much
Source: http://en.wikipedia.org/wiki/James_T._Kirk Source: http://whitemenwearinggoogleglass.tumblr.com/
SO WHAT?
What does it mean for comms?
Most communications decisions are still made using the paradigm of:
• mass media
• brand control
• bi-directional relationships
What does it mean for comms?
We need are entering the age of peer to peer relationships, which means:
• information flows fast, free
• the public does the talking
• communicators need a new language
What does it mean for comms?
Mobile-enabled outcomes:
Spontaneous decisions On-demand connection to services
Workplace productivity enhancement
Planning with friends and colleagues
Staying on top of an active life
Getting access to the latest information
Life-enhancing ideas and inspiration
Public safety information Government and utility services
Self-tracking and performance monitoring
Instant access to information
What does it mean for comms?
Technology has made the following true:
• developing a web app takes the same time as writing a press release
• half the team should be competent photographers and 1 in 4 should do video
• data is pervasive
• people are as likely to browse lifestyle-based information sets as they are to read a newspaper
What does it means for comms?
Skills/knowledge
• Techniques for activating peer to peer comms through WOM and social
• Data and insights
• Development and design
• A/B test and learn
Impact
• Measurement framework
• Multi-disciplinary teams
• Managing with less control
• Structured for responsiveness
The journey
What is the journey we need to go
on as clients and agencies?
Learn the
language
Practice the
skills
Test and be
ready to fail
Peter Sigrist Managing director 33 Digital
@psigrist
ON THE MOVE: ENSURING YOUR
MESSAGE GETS MOBILE
Thank you
Questions?
26 NOVEMBER LONDON
♯ PRSHOW13
Sponsored by Vuelio
Stream three: technology platforms and the future
of PR
♯ PRSHOW13
Quantifying success: Social media measurement
Speaker: Richard Bagnall MCIPR, Chair,
Social Media Measurement Group AMEC
@richardbagnall
Facilitator: Gemma Griffiths MCIPR
Managing Director The Crowd &I @GemGriff
26 NOVEMBER LONDON
♯ PRSHOW13
Sponsored by Vuelio
Measuring PR & social media
@richardbagnall
♯ PRSHOW13
@richardbagnall
@richardbagnall
SHARE THIS TOO
A lot has changed
110 YEARS OF CONTENT
EVOLUTION!
@richardbagnall
A lot has changed
@richardbagnall
PR has changed
CREATED
CURATED
COMMISSIONED
THE 3 ‘C’s OF CONTENT
@richardbagnall
CONTENT CHANNELS
@richardbagnall
PAID Channels you pay to leverage – paid
search, display ads, sponsored tweets
OWNED Channels you own and control -
website, blog, Twitter, Facebook
EARNED Others create the channel – WOM, viral,
proactive Influencer outreach, media
relations
“Content Marketing is a technique of
creating and distributing relevant and
valuable content to attract, acquire and
engage a clearly defined target
audience – with the objective of driving
profitable customer action.”
The Content Marketing Institute
@richardbagnall
CONTENT MARKETING DEFINITION
MY DEFINITION OF PR
The purpose of PR is to…
…communicate the right message to the
right target audience……
…at the right time, in the right medium…
…to achieve an objective
e.g. sales, footfall, hits, awareness, improve
reputation, knowledge, share price etc
@richardbagnall
Output Out-take Outcomes
Outputs, Out-takes and Outcomes
@richardbagnall
WHAT PRs CAN MEASURE
@richardbagnall
@richardbagnall
CONSISTENCY
@richardbagnall
The Good Old Days
@richardbagnall
THE NEW METRICS
@richardbagnall
@richardbagnall
Business Goals,
Business Objectives
& Business KPIs
PR Goals, Objectives
& PR KPIs
@richardbagnall
Business Goals
Business Objectives
Social Media Goals
Social Media Objectives
Social Media Strategy
Social Media Tactics
The right tools
& services
@richardbagnall
Exposure
Engagement
Influence
Impact
Advocacy
Awareness
Knowledge
Consideration
Preference
Action
@richardbagnall
AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK
EXPOSURE
ENGAGEMENT
INFLUENCE
IMPACT
ADVOCACY
PAID
OWNED
EARNED
@richardbagnall
@richardbagnall
EXPOSURE
ENGAGEMENT
INFLUENCE
IMPACT
ADVOCACY
PAID Impressions Reach CPM Active GRPs
Interaction rate Click-thrus Time viewing Completed plays
Purchase consideration Change in opinion
Visit website Attend event Sales Download coupon
Mentions in Earned channel
OWNED Unique visitors Page views Reach Impressions CPM
Return visits Interaction rate Duration Subscriptions Links
Tell a friend Change in opinion Association with key attributes
Download paper Download app Sales Request info Cost savings
Recommendations Ratings
EARNED Number of items Number of mentions Number of Followers OTS
Comments/post Shares RTs/1000 Followers Number of inbound links
Purchase consideration Tell a friend Likelihood to Recommend
Visit store Attend the event Sales Vote for issue
Ratings Reviews Recommendations Recommendations rate
AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK
PR Show Take Aways
Be wary of automation
Don’t just count what’s easy to count
Measure what matters
Think metrics during planning
Tie measurement to objectives
Look for the insights
Use metrics to inspire & inform
Embrace, don’t fear
@richardbagnall
@richardbagnall
linkedin.com/in/richardbagnall
Please stay in touch…
Thank you
Questions?
26 NOVEMBER LONDON
♯ PRSHOW13
Sponsored by Vuelio
Stream three: technology platforms and the future
of PR
♯ PRSHOW13
Tomorrow's communicator today: 10 essential skills
Speaker: Stephen Waddington MCIPR,
European Digital & Social Media Director, Ketchum
@wadds / KetchumPR
Facilitator: Alison Steel MCIPR
Director of Marketing and Communications Kingston University
@Ali92
Stephen Waddington
@KetchumPR @CIPR_UK @wadds
♯ PRSHOW13
Tomorrow’s Communicator Today
10 Essential Skills
♯ PRSHOW13
#1 An academic and historical perspective
#2 Big data, little data
Google Analytics
#2 Big data, little data
0
10
20
30
40
50
60
70
80
90
100
16 - 24 25 - 44 45 - 54 55 - 64 65 - 74
European social media adoption by age
Source: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65
#3 Insight and creativity
Source: Ketchum RISC
#4 Content development
#5 Social and digital
Source: icanhascheezburger.com (via IBM)
#6 Media and solution agnostic
Source: Unified Social
#7 Social sciences
Source: Maslansky & Partners
# 9 Confident communicator
Source: Rob Flaherty, PRSA 2012 International Conference
#10 Never stop learning
Tomorrow’s Communicator Today
10 Essential Skills
♯ PRSHOW13
Thank you
Questions?
26 NOVEMBER LONDON
♯ PRSHOW13
Sponsored by Vuelio
Stream three: technology platforms and the future
of PR
♯ PRSHOW13
Facebook engagement: What's it worth to your business?
Speaker: Katy Robinson
Manager, Co-operative Food social media channels
@CooperativeFood
Facilitator: Gemma Griffiths MCIPR
Managing Director The Crowd &I @GemGriff
Facebook engagement: What’s it worth to your business?
♯ PRSHOW13 @CooperativeFood
Achieving ROI
Proving ROI
Agenda
@CooperativeFood #PRSHOW13
Achieving ROI Determine importance
Acquisitions
• Likes
• Check ins
• Website visits
• Email addresses
Engagement
• Talking about this
• Shares/Likes/Comments of status updates
@CooperativeFood #PRSHOW13
Achieving ROI Calculate value: Acquisition
A Fan is worth £174 to company based on:
• Collective product spending
• Brand loyalty
• Propensity to recommend
• Media value
• Cost of acquisition
• Brand affinity
@CooperativeFood #PRSHOW13
Achieving ROI Calculate value: Acquisition
Nu
mb
er
of
Lik
es
Interest, Trust, Consideration, Recommendation, Importance
200,000 Likes
• More “Likes” isn’t always better
• Range from average basket spend and online purchases to a completely unique figure
• Utilise trackable website links and Google analytics to track spend or web visits
• Don’t forget to consider user’s influence and word of mouth reach
@CooperativeFood #PRSHOW13
Achieving ROI Calculate value: Engagement
Focus Groups
• Reactively gauge reactions/opinions of fans
• Proactively conduct questionnaires
• Targetable by location
• Targetable by likes/interests using Facebook advertising
@CooperativeFood #PRSHOW13
Achieving ROI Calculate value: Engagement
Customer Relations
• Less resource on phones
Brand recognition/awareness
• Look at the “People talking about this score” instead of “Likes” on your page
• Consider how many people are talking about you on other channels
Phone calls Emails Social media
2012 2013
@CooperativeFood #PRSHOW13
Achieving ROI Hints & tips
Advertising
• Essential for reach
Competitions
• Excellent for gathering email addresses
Vouchers/exclusive offers
• Redeemable coupons
• Incentives
@CooperativeFood #PRSHOW13
Achieving ROI Hints & tips
:D
:P
:-D
:(
;-)
:)
<3
;)
:-)
138
102
80
60
60
52
50
38
35
Emticn Interaction Rate
Emoticons receive 52% higher interaction rates
• 57% higher like rate
• 33% higher comment rate
• 33% higher share rate
Source: Buddy Media analyzed user engagement
from more than 1,800 Facebook Pages from the
world’s largest brands. Data was collected for two
months after all brands were moved to timeline
(April 1 – May 31,2012).
@CooperativeFood #PRSHOW13
Achieving ROI Hints & tips
Remember the call to action!
Source: Buddy Media analyzed user engagement from more than 1,800 Facebook Pages from the world’s largest brands.
Data was collected for two months after all brands were moved to timeline (April 1 – May 31,2012).
“Share” 7x more likely to share
“Comment” 3.3x more likely to
comment
“Like” 3x more likes
“winner” 68% more interactions
“win” 46% more interactions
“giveaway” 42% more interactions
@CooperativeFood #PRSHOW13
Achieving ROI Hints & tips
Graphic from:
@CooperativeFood #PRSHOW13
Proving ROI Facebook insights
Good for:
• Top level info about audience
• Post performance (good and bad)
Not so good for
• Competitor insights
• Conversations about you
@CooperativeFood #PRSHOW13
Proving ROI Helpful tools: Meltwater Good for:
• Reporting, including automatic daily email reports
• Listening to conversations about you (not just to you)
• Creating branded tabs
@CooperativeFood #PRSHOW13
Proving ROI Helpful tools: HootSuite Good for:
• Monitoring owned channels and trending topics
• Assigning comments to other department
• Accountability within social media team
• Publishing
@CooperativeFood #PRSHOW13
Proving ROI Helpful tools Likealyzer.com
Good for:
• Showcasing areas of your Facebook page strengths and weakness
• Highlighting competitor strengths and weaknesses
• Nice info-graphic style
• FREE
@CooperativeFood #PRSHOW13
Proving ROI Compiling Reports • Weekly and Monthly
• Use figures like conversation clouds and screenshots of positive and negative comments
• Focus on any activists’ campaigns
• Highlight any change from previous weeks
• Don’t forget about earned media
@CooperativeFood #PRSHOW13
Questions
@CooperativeFood #PRSHOW13
Bibliography
Cost Per Like: A Subjective Valuation of Your Facebook Fans
http://mashable.com/2013/04/26/facebook-cost-per-like/
Aegis Media Probes the Influence of Facebook
http://adage.com/article/global-news/aegis-media-probes-influence-facebook/244394/
A Facebook cheat sheet for brands
http://www.prdaily.com/Main/Articles/58d0a2c3-1ce5-41e9-bc82-f19e2c18ebd1.aspx#
Thank you
Questions?