Transcript of "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
Contact: 020 7100 7100
firstname.lastname@example.org / email@example.com
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
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
Brief Coverage Website
Community Social Media
Video New New New
Platform Platform Platform
the power of digital; and the challenge for brands
Don’t ignore the channel...
92% of people must have 92% can live without a
broadband within a microwave for a month
month of moving
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.
Technology doesn’t like existing business models
ANY song ever
25,000 photos. produced.
150 hours of photos.
8760 video. of video.
20 years of video.
Moore’s law states that capacity doubles in size every 24 months
How to use technology to amplify your comms
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
The biggest online brands spend next to nothing on PR/Comms – Their brand is
their user experience