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The Public Relations Show - Stream Three - Technology, platforms and the future of PR
 

The Public Relations Show - Stream Three - Technology, platforms and the future of PR

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    The Public Relations Show - Stream Three - Technology, platforms and the future of PR The Public Relations Show - Stream Three - Technology, platforms and the future of PR Presentation 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
    • ?
    • W on “thin content” ar
    • W on dodgy links ar
    • Am intelligent future ore
    • R es po ns iv e
    • W you do hen it right : )
    • W you do it wrong : ( hen
    • Blog post Webinar Event Video Themes White paper Interview Comment Research / survey Twitter News release
    • SEO Paid search Distribute via newsroom Email / newsletter Themes Content 3rd party blogs / sites Twitter Facebook LinkedIn Google+ Target key influencers
    • 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 THIS IS WORTH TAKING A SERIOUS LOOK AT THOUGH @EBA
    • 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
    • Variety Volume Velocity Big data @EBA
    • OK BUT WHAT DOES THAT HAVE TO DO WITH PUBLIC RELATIONS? @EBA
    • WHY SHOULD I CARE?
    • WHAT EXACTLY IS PUBLIC RELATIONS? @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. Source: CIPR @EBA
    • BIG DATA PUBLIC RELATIONS IS THE DISCIPLINE OPPORTUNITY 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
    • 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. 2. 3. DATA IS CHANGING THE GAME FOR THE PRACTICE OF REPUTATION MANAGEMENT BIG DATA IS NOT A SILVER BULLET 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 • Mobile phones cover today • 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. Apple by Design, 2013 Source: http://www.youtube.com/watch?v=VpZmIiIXuZ0
    • Convenience
    • Convenience Convenience such as anytime access and speed of recovery “was by far the best predictor across all information seeking.” Dervin & Reinhard, 2006 Source: http://www.oclc.org/content/dam/research/publications/library/2011/connaway-lisr.pdf
    • The 1970s format wars Sony: Betamax JVC: VHS Quasar: Great Time Machine Philips: Video 2000 Sanyo: V-Cord Quality Content Price 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 Six categories of convenience (Yale & Venkatesh, 1986) How much can a product or service stop an activity feeling like a chore? Avoidance of unpleasantness Accessibility How much a product or service can be used wherever and whenever a consumer wants Portability Source: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=5956 Time saving/ How enjoyable/creative is the time spent? How valuable is the time buying taken? Effort saving How much easier is a task, thanks to a product or service? Appropriateness How much does a product or service fit a given need?
    • 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. Don Norman, 1994 Source: http://www.youtube.com/watch?v=NK1Zb_5VxuM
    • Affordance Mini-computer Facetime (Hands free) Watching movies Long exposure photography Stop-motion videography Reading the morning paper Source: http://humansindesign.com/post/6808883501/why-is-this-iphone-from-studioneat-accessory-awesome
    • 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 Risk Ease Appeal Convenience Affordance
    • CONSIDERING THE FUTURE OF MOBILE
    • Mobile convenience
    • Mobile affordance A non-complete list of the things a well designed mobile device should afford. • 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
    • Mobile versus wearable 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? 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
    • The affordance conclusion We’re going more Source: http://en.wikipedia.org/wiki/James_T._Kirk Not so much 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 lifestylebased information sets as they are to read a newspaper
    • What does it means for comms? Skills/knowledge Impact • Techniques for activating peer to peer comms through WOM and social • Measurement framework • Data and insights • Development and design • A/B test and learn • 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
    • SHARE THIS TOO @richardbagnall
    • A lot has changed
    • 110 YEARS OF CONTENT EVOLUTION!
    • A lot has changed @richardbagnall
    • PR has changed @richardbagnall
    • THE 3 ‘C’s OF CONTENT CREATED CURATED COMMISSIONED @richardbagnall
    • CONTENT CHANNELS 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 @richardbagnall
    • CONTENT MARKETING DEFINITION “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
    • 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
    • WHAT PRs CAN MEASURE Outputs, Out-takes and Outcomes Output @richardbagnall Out-take Outcomes
    • @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 Awareness Engagement Knowledge Influence Impact Advocacy @richardbagnall Consideration Preference Action
    • AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK EXPOSURE PAID OWNED EARNED @richardbagnall ENGAGEMENT INFLUENCE IMPACT ADVOCACY
    • AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK EXPOSURE PAID OWNED EARNED ENGAGEMENT INFLUENCE IMPACT ADVOCACY 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 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 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 @richardbagnall
    • 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
    • Please stay in touch… @richardbagnall linkedin.com/in/richardbagnall
    • Bonus Slide: Finding the influencer
    • 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
    • European Communication Monitor Source: Euprera
    • #1 An academic and historical perspective
    • #2 Big data, little data Google Analytics
    • #2 Big data, little data 100 90 80 70 60 50 40 30 20 10 0 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
    • #8 Understand how to make money
    • # 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? @CooperativeFood ♯ PRSHOW13
    • Agenda Achieving ROI Proving ROI @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
    • 200,000 Likes Achieving ROI Calculate value: Acquisition • 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 Number of Likes • More “Likes” isn’t always better Interest, Trust, Consideration, Recommendation, Importance @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 2012 2013 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 @CooperativeFood #PRSHOW13 Emails Social media
    • 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 Emticn Interaction Rate :-) Emoticons receive 52% ;) higher interaction rates <3 • 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). 35 38 :-D :P :D @CooperativeFood #PRSHOW13 50 52 60 60 80 102 138
    • Achieving ROI Hints & tips Remember the call to action! “Share” “Comment” “Like” 7x more likely to share 3.3x more likely to comment 3x more likes “winner” “win” “giveaway” 68% more interactions 46% more interactions 42% more interactions 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 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?