0
#A4UEXPO
#A4UEXPO
Today‟s Sermon
- Why and how campaigns
have changed
- The move to new style
campaigns
- Why these campaigns work
...
#A4UEXPO
Old School PR
- Circus heritage –
hasn‟tchanged much!
- Historically very press
release driven
- SEO was just an ...
#A4UEXPO
PR Brand Building
Gone Full Circle
- 7 years ago = Clients wanted
profile & thought leadership
- Then came Google...
#A4UEXPO
Getting It On…
- PRs had to evolve as the job
has evolved
- Need to have social media
partnerships
- Need to have...
#A4UEXPO
Modern PR Toolkit
- Media database
- Twitter lists
- Smartphone
- Photoshop
- Final Cut Pro (orsimilar)
- Dropbox...
#A4UEXPO
Modern Social Toolkit
- Hootsuite
- Radian6/Odimax/StatCounter
- Google News (identify opps)
- Topsy (buzz & repo...
#A4UEXPO
Observation #1
- Lots of crossover
- Important teams work together
to share data/intelligence
- PR/Social/Video a...
#A4UEXPO
The Modern Campaign
- Lateral approach
- Social, video & PR combined
- Need “worldie” ideas –
sometimes simplest ...
#A4UEXPO
Observation #2: Media No
Longer The Only Answer
- Where should we be looking to
place campaigns?
- Influencers
- ...
#A4UEXPO
Big Ticket Media Is Losing
Influence
- 4 years ago, TechCrunch=
25write ups, couple of k of
uniques.
- NOW: TechC...
#A4UEXPO
Defining “Influence”
- Many many scientific thoughts
(dull)
- We view influence in a simple
way
- If they write/t...
#A4UEXPO
Why The Reliance On The
Twitter?
- Proven immediate return
- Hot right now (Oreo; more people
saw Superbowlreacti...
#A4UEXPO
How PRs Find Influencers
- Ready built arsenal:
- Journalists
- Celeb contacts
- Twitter (lists/hashtags
#jounror...
#A4UEXPO
How Socialeers Find
Influencers
- Far more tools to help
- Peerindex, KRED, Klout, Topsy
(give starting point, ne...
#A4UEXPO
Once Identified – How To
Engage?
- PR skills come in handy
- Don‟t try and f*ck on first date
- Wine and dine (in...
#A4UEXPO
What Comes After Twitter?
- Who knows? (not us)
- Emerging channels?
- Twitter is THE conversation
platform
- 90%...
#A4UEXPO
Lets Look Wider!
- Google +
- Facebook
- Pinterest
- Vine (getting spammy)
- Instagram(particularly video)
- Snap...
#A4UEXPO
Google+ Case Study #1: Cadbury
- G+ activity connects with over
1.2million
- Share exclusive content on G+
that t...
#A4UEXPO
Google+ Case Study #2:LateRooms
- Quick to embrace and exploit G+
- Success measured by
engagement, not click-thr...
#A4UEXPO
Turning Bad PR into a Positive
Campaign: Lynx
- Lynx was featured in Channel 4‟s
„Dogging Tales‟ – middle aged
ma...
#A4UEXPO
Our Examples – We Practice
What We Preach
- Right now – 2 weeks in
- Banishbags.co.uk(VERSAPAK
)
- Influencer fir...
#A4UEXPO
Confused.com –
Spotify/Motormate
campaign
- Cross platform campaign
- We used Spotify and the
Confused.commotorma...
#A4UEXPO
Confused.com – Confusing
situations campaign
- Cross platform campaign
- Straight launch (Top 10 most
confusing s...
#A4UEXPO
PR Skillset Still Needed
- Is your campaign actually
interesting?
- „Pub Factor‟ Would your mates
care?
- PR crea...
#A4UEXPO
10 RULES OF CRACK CAMPAIGNS!
#A4UEXPO
10 Things You Can Take Away and Use Right Now
10. Fag Packet Content is Dead!
9. Identify what is working in your...
#A4UEXPO
THANKS & QUESTIONS?
CONTACTS
andy@10yetis.co.uk @10Yetis
iona@10yetis.co.uk@ionastjoseph
+44 (0) 1452 348211
www....
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Multi-Channel PR Campaigns that Set the World on Fire! - Andy Barr. Ten Yetis & Iona St Josph. A Social Media Agency

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Transcript of "Multi-Channel PR Campaigns that Set the World on Fire! - Andy Barr. Ten Yetis & Iona St Josph. A Social Media Agency "

  1. 1. #A4UEXPO
  2. 2. #A4UEXPO Today‟s Sermon - Why and how campaigns have changed - The move to new style campaigns - Why these campaigns work - Wider benefits of campaigns - 10 tips to take away and apply
  3. 3. #A4UEXPO Old School PR - Circus heritage – hasn‟tchanged much! - Historically very press release driven - SEO was just an afterthought - Influencers- limited to journalists - Very beery! - Fear of social/SEOpeople “taking” PR budgets
  4. 4. #A4UEXPO PR Brand Building Gone Full Circle - 7 years ago = Clients wanted profile & thought leadership - Then came Google - Clients wanted authority links from PR campaigns - Panda + Penguin = brand signals - Clients back looking for profile & thought leadership - PRs have had to widen their knowledge base to compete in this modern world - Socially switched on, SEO savvy
  5. 5. #A4UEXPO Getting It On… - PRs had to evolve as the job has evolved - Need to have social media partnerships - Need to have video capabilities - Need to be digitally savvy- knowledge of SEO and presence on social media sites.
  6. 6. #A4UEXPO Modern PR Toolkit - Media database - Twitter lists - Smartphone - Photoshop - Final Cut Pro (orsimilar) - Dropbox - Google Trends (identifying stories) - Google News (piggybacking) - Statcounter - Moz/SearchMetrics
  7. 7. #A4UEXPO Modern Social Toolkit - Hootsuite - Radian6/Odimax/StatCounter - Google News (identify opps) - Topsy (buzz & reporting) - Photoshop - Final Cut Pro or alike - Twitter lists - On every platform (if only for land grab and monitoring) - Moz/SearchMetrics - Cats and bacon
  8. 8. #A4UEXPO Observation #1 - Lots of crossover - Important teams work together to share data/intelligence - PR/Social/Video all help each other - PRs bring audience and traffic to vid and social campaigns - Social and video gives PR something tangible to shout about - Clients want proof of ROI from all campaigns
  9. 9. #A4UEXPO The Modern Campaign - Lateral approach - Social, video & PR combined - Need “worldie” ideas – sometimes simplest are the best eg. Confused.com Drink Driver - Influencer first, no longer an afterthought - Rigorous analysis (but take accuracy into account) - £value of traffic - Statcounter/Analytics - Wooly reporting (AVE) is dead
  10. 10. #A4UEXPO Observation #2: Media No Longer The Only Answer - Where should we be looking to place campaigns? - Influencers - Examples: - SHELTER: Bacon vs Daily Mail - SHELTER: India Knight vs Indy - WISH.CO.UK: Simon Pegg - SUNSHINE.CO.UK:Rylan Clarke
  11. 11. #A4UEXPO Big Ticket Media Is Losing Influence - 4 years ago, TechCrunch= 25write ups, couple of k of uniques. - NOW: TechCrunch= No wider write ups, 150+uniques(WOW) - Daily Mail, Mashable, Buzzfeed, TNW, all waning in terms of direct traffic/impact from articles - Product campaigns are the last bastion for mainstream media
  12. 12. #A4UEXPO Defining “Influence” - Many many scientific thoughts (dull) - We view influence in a simple way - If they write/tweet/shout about a client topic, what level of relevant traffic will it bring? - If high, they be an “influencer” - Equation (lets get #MATHY): - RT+80%PTB=INFLUENCER (failed maths GCSE 5 Times)
  13. 13. #A4UEXPO Why The Reliance On The Twitter? - Proven immediate return - Hot right now (Oreo; more people saw Superbowlreactive than watched theSuperbowl) - Takeaways from #TwitterForGrowth - Brands that use Tw well = far better ROI than online ind average - If you capitalise on THAT moment via = amazing return - Twitter drives media agenda - Daily Mail celeb stories - Influencer engagement results give you quotes to use on your site - Less immediate SEO value
  14. 14. #A4UEXPO How PRs Find Influencers - Ready built arsenal: - Journalists - Celeb contacts - Twitter (lists/hashtags #jounrorequest) - Media databases - Not as robust methods as social media people - PRs need to watch and learn how other sectors do this
  15. 15. #A4UEXPO How Socialeers Find Influencers - Far more tools to help - Peerindex, KRED, Klout, Topsy (give starting point, need manually sorting) - Ready made Twitter lists – Precise, Business Mags for Entrepreneurs etc. - Mashable “Who to Follow”in different sectors - Twitter search/hashtags - Industry advice and information
  16. 16. #A4UEXPO Once Identified – How To Engage? - PR skills come in handy - Don‟t try and f*ck on first date - Wine and dine (introduce yourself) - Think smart - Back to „wider campaigns‟ mantra - Videos, social widgets, quirky gifts (eg. 10Ypostcards) - Take it OFFLINE (This shit just got real)
  17. 17. #A4UEXPO What Comes After Twitter? - Who knows? (not us) - Emerging channels? - Twitter is THE conversation platform - 90% of chat about a TV show takes place on Twitter - The platform of choice for the second screen generation - Watch where historic “early adopters are going” Robert Scoble, Tech Journalists - No indicators that Twitter is heading for fall (Facebook copying) - Wider platforms are still copying
  18. 18. #A4UEXPO Lets Look Wider! - Google + - Facebook - Pinterest - Vine (getting spammy) - Instagram(particularly video) - Snapchat (Geordie Shore) - Tumblr - Bloggers (still there, but be careful post Penguin 2.0) - ASMA social networks list - http://www.asocialmediaagency. com/social-networks/
  19. 19. #A4UEXPO Google+ Case Study #1: Cadbury - G+ activity connects with over 1.2million - Share exclusive content on G+ that they won‟t find anywhere else - G+ choc bars and sculpted editions of G+ page - Hangouts- let people interact with Olympic athletes and chocolate experts - Promoting Hangouts, Cadbury grew follower base by 150,000 - Page landed on „Hot on Google+‟ which accelerated growth to 1.2 million followers
  20. 20. #A4UEXPO Google+ Case Study #2:LateRooms - Quick to embrace and exploit G+ - Success measured by engagement, not click-throughs. People aren‟t on social to book hotels - Hangouts allow LateRooms to be more than just a faceless brand- customer engagement - First hangout with Ray Mears- tips for an adventurous short break - Big believers in content - Important for SEO - SearchMetrics Ranking Factors for 2013 has G+ as most important ranking factor
  21. 21. #A4UEXPO Turning Bad PR into a Positive Campaign: Lynx - Lynx was featured in Channel 4‟s „Dogging Tales‟ – middle aged man in a cat mask sprays himself with Lynx - Tells 2.1million viewers that Lynx is a near „guarantee‟ for a good night‟s dogging - Most tweeted about programme of the year - Got people talking about it on social, „bad‟ for Lynx - Company turned it around and gave it a marketing spin by saying there was no crisis - 10,000 mentions in two days
  22. 22. #A4UEXPO Our Examples – We Practice What We Preach - Right now – 2 weeks in - Banishbags.co.uk(VERSAPAK ) - Influencer first campaign - 2 weeks old - Bojo, Ramsey, multiple entrepreneurs - Goading tech people - Then we did PR launch - More traffic from Tweets - PR far slower burn - (Nicer links from PR though)
  23. 23. #A4UEXPO Confused.com – Spotify/Motormate campaign - Cross platform campaign - We used Spotify and the Confused.commotormate app to monitor people‟s driving - The aim was to better understand how music affects people whilst driving - Results were analysed by a psychologist from London Met U - Campaign gained 42 inbound links in first month - AOL, Sunday Times, Mashable etc.
  24. 24. #A4UEXPO Confused.com – Confusing situations campaign - Cross platform campaign - Straight launch (Top 10 most confusing situations) - Personalised videos - Real-time requests - Driven by influencer first tactics - SkyNews, Celebs, Marketing press, national journos - = Links, buzz, rel traffic - Most importantly: quotes/sales
  25. 25. #A4UEXPO PR Skillset Still Needed - Is your campaign actually interesting? - „Pub Factor‟ Would your mates care? - PR creativity is second to none - PRs are ruthless chasers - Coverage, links, goading celebs/influencers
  26. 26. #A4UEXPO 10 RULES OF CRACK CAMPAIGNS!
  27. 27. #A4UEXPO 10 Things You Can Take Away and Use Right Now 10. Fag Packet Content is Dead! 9. Identify what is working in your sector 8. Look for wider opps (celeb tweeters) 7. Use trackable links (bit.ly, Topsyetc) 6. Use Twitter lists (copy existing ones) 5. Topsy: breaking news, be informed 4. Use Video/Social/PR combined 3. Don‟t forget PR roots/skills, e.g. PA first 2. Keep up with SEO trends, rel content 1. Don‟t be afraid to ask for links
  28. 28. #A4UEXPO THANKS & QUESTIONS? CONTACTS andy@10yetis.co.uk @10Yetis iona@10yetis.co.uk@ionastjoseph +44 (0) 1452 348211 www.10YETIS.CO.UK
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