A bit of an intro Good evening thanks very much Ben for inviting me alongTaylor Herring is a consumer PR agency, we’re based in Ladbroke Grove, employ 20 people and have been going for 10 yearsAnd our business is now 75% about about making content
Before I come on to talk about content I thought I’d quickly set the scene about why the c-word has become the buzzword of the comms industry. When I started out in PR most of the week was spent writing press releases, feeding them into fax machines and selling them in to newspapers.Everything was about print coverage In 2013 press releases, newspapers and indeed the humble fax machine are already on the road to extinction. Over the last decade Newspapers have been slowly maginalised by the arrival of other media on the scene – first came weekly magazine market, then 24hr rolling TV news, free newspapers and then the proliferation of online media.
Alongside this we’ve had the explosion of social media – we began prioritising the sharing of cat videos [PIC} and photographs of our lunch [PIC] over in an in depth read of features pages.
In terms of birthdays, these platforms are still kids > Facebook is 9 years old, YouTube is 8, Twitter is a 7 year old, Pinterest and Instagram are still in nappies and haven'teven their 3rd birthdays. Yet all these sites have all played their part in stories and attentions spans becoming significantly shorter. It surprises me how many companies still obsess over the value of a printed news story – crafting their corporate literature with little appreciation of the new world that’s growing up around them. Nobody ever shared articles that they found in print newspapers (except occasionally my Gran who would cut out and post me stories about unusually large vegetables from her local paper)
No.1 There are way fewer reporters out there - because headcount has been slashed. No.2 Journalists who cover a single patch (like consumer affairs or business) are few and far between. And No.3 Because of declining revenue, the number of pages has shrunk, along with the size of the pages themselves.So as futile and exhausting as chasing print coverage may be - what’s going on online presents a huge amount of opportunities for coverage – far greater than we’ve ever had ever before
Newspapers who, like the music industry before them, were hugely resistant to change are now furiously reinventing themselves.. When I checked the Daily Mail Online’s daily stats [PIC] at 5pm on Monday (when I was writing this) they had 16 Million articles viewed from the UK in the previous 8 hours. Their global figures for the same period 32 Million. Current newspaper circulation is still an impressive 1.7 Million – but he online figures are mind boggling. 75% of the Daily Telegraph’s output is now ‘purely digital’ and doesn’t appear in the newspaper at all. They now publish 600 articles per day, which is 50% up on the output three years ago. There will be an afternoon iPad edition, containing the stories that didn’t make the morning print ediiton. The Guardian has just launched Guardian Witness, specifically for user-generated content on stories the paper is covering. Content that wraps around traditional reporting. Editors are incentivising reporters with bonuses based on the number of pageviews and the social engagement that their articles generate. The age of complacency is over. Papers are being kept on their toes by a new breed of sites like Huffington Post and Buzzfeed that favour curation and crowd-sourced content.
In the new, post-print world editorial requirements have completely changed and evolved. And to win at this you need to think like more like a publisher and less like a PR Conventional news and features are of course still there – but the driver of page views and engagement comes from visual and digital content like pictures galleries, videos, infographics, audio content, online hang-outs and exclusive reader events. And social interaction. When I was taken round the Daily Telegraph newsroom last year I asked their managing editor what was the biggest story of the week. ‘Shed’s’ he replied. They did a piece about sheds and suddenly dozens of people started sending in pictures of their sheds – they organised these into galleries and the traffic went crazy.’
In order to drive revenue publishers want the best possible content and they will be looking to PR’s to help them. So if you supply good Video content… they can stick theirs adverts on it – on a pre-roll and if you give them a nice gallery of 12 images – that’s 12 page refreshes - each picture serving up a new ad with every click. In short - the way for PR’s to succeed is to pitch stories and content that result in more clicks.Who better to learn from when it comes to producing amazing content than Hollywood.
So I’d like to show you how The Guardian handled the Skyfall launch.This is their homepage 007 takeoverSkyfall: First look Watch Daniel Craig back in action – a video clip provided by the PR companyListen now – what do think of Adele Skyfall theme – an audio clip provided by the PR company50 years of James Bond – loads of images provided by the PR companyViewer vote – driving sharing tweeting and interaction
So this is a fabulous interactive infographic – if you click a bond it pulls up tons of great statsLet’s click Roger Moore
So this slide is the only bit of regular powerpoint you’re going to get from me I’m afraid…
PR is a different job now PR’s have always filled pages and pages of content for newspapers and provided many hours of content for TV and radio. But that traditional role is now going to change forever. This largely due to the growth of so-called ‘owned media’ – and the fact that we now talk to customers directly. In order to talk to a growing generation that don't use media conventionally brands need to be part of the conversation in a social space. For most companies - there’s the website, the blog, the facebook page, twitter and linked in. Others will be using Google+, Pinterest and YouTube. A bespoke strategy for all of them is required. If you get the engagement piece right here – chances our your media campaign is going to work really well too..When people start sharing and liking your content on Facebook – you’ve really raised your game We’ve had to bin ‘press release speak’ find a tone of voice for the brand and have a normal conversation. In the same way that newsroom skills have become multimedia and social – the same thing will happen in our industry. Pretty soon there won’t be an online expert and PR expert in a comms team – it’ll become the same job. So it’s time to skill-up and quickly. PR’s are also going to need to become experts SEO – but that’s another whole story.
The Social Generation The media and consumers know when they are being sold to. On social media - people reject conventional advertising – dismissing it as spam The objective has to be get people to talk about your brand in a different way and selling your product to a customer without 'selling' This is achieved via creative content that tells stories about the company in a dynamic and relevant way. Over the last few years we at Taylor Herring have slowly changed our business model – to focus on delivering content that does this… And so we have found ourselves…
Staging a hidden camera Opera in Waitrose for a pesto manufacturer Sacla
Hiring a team of sky writers to print fan’s tweets in the sky above the Ryder Cup for Paddy Power
Also for Paddy Power Putting a jockey on The Uffington Horse ahead of Cheltenham RacesAnd erecting a 100ft high statue of Roy The Redeemer on the White Cliffs of Dover
Building the world’s first amphibious ice cream van for Cadbury’s – and recruiting our driver via a Facebook job interview
Reimagining the portraits of historical figures via photoshop for TV channel Yesterday
I realise the irony here of showing you a page of print coverageAll of our projects, budget permitting, have inbuilt > slide shows, video galleries, easy to use research stats, infographics and an entertaining spokesperson.
We’ve learned to think like publisher…and we did this by launching an online comedy project The Poke.The site offers escapism from the daily grind - and features homemade stuff and hand-picked viral content from the internet We started it from scratch – using a WordPress template The site now delivers up to 7 Million page impressions a month – to 1.3 Million unique usersThere are over 220,000 fans on social mediaand we have never spent a penny on marketing it.
On the site you get spoof news stories
Photoshop and graphic based pieces
Our YouTube channel has chalked up 13 Million video viewsIn 12 months
Our remix of Nick Clegg’s Tuition fees speech helped deliver some of these. It achieved 15 pieces of national Television news coverage and thousands of pieces in print and onlineThe soundtrack from the video briefly entered the Top 40 Single Chart. We didn’t write a press release, we didn’t ring any journalists.
Our dailyphotoshop challenges gets a great reaction – with the community producing tons of free content for the siteThere’s no prizes and no money being handed out –For them the badge of honour is getting a retweet or featuring in our ‘best of’ post on the site
As a society we’re spending more and more time on the web making, organisisng, and sharing visual content. [PIC] Half a million home-made versions of Harlem Shake video were uploaded to YouTube in the last 6 months. We took 380 billion photos last year- which is 10% of all the photos taken . . . ever. It’s the age of participation.
Generation C, as Google call them, are all about the 4 C’s - creation, curation, connection and community As an agency we are looking to create ideas that resonate in the world of the internet and then move them into mainstream media. Not the other way around.Embrace the internetFor those of you who don’t know this is YouTube star Grumpy Cat – who just landed a Hollywood movie deal and has an agent
One of our client’s is blinkbox the Tv and Movie download service from Tesco When we’re coming up with ideas for blinkbox – we always try and behave and think like a TV and Movie fan – slightly over-obsessed – a touch of the OCD’s. When we sit down every day and look at the papers – we say ‘What would Blinkbox client say about that story’, ‘how would they respond.’ Is there an angle for us here? This is a really good discipline. You have to do this every day to get good at it – and it’s the best way of testing how brave your boss/client is prepared to be.Anyway… So when we heard that Ryan Gosling was taking a break from acting we knew that this would be a huge story for loads of his fans – and our client’s customers. We bought pay as you go mobile phone and announced we were setting up a special helpline for Ryan Gosling fans distressed at news . The Gosline.. We mocked up an ad and tweeted this picture.
In the next 24 hours it made the news in the UK > The Sun, Mail Online, Capital Radio, ITV’s Daybreak Then it broke stateside in outlets like Time magazine, CNN, Vanity Fair and on Good Morning America. The story came back across the Atlantic with follow ups in The Daily Mirror, The Telegraph, The Expressand many, many others. Ryan even got asked about it on the red carpet. He said it was a cool idea. There wasn’t a call centre or a team of people manning the phones.When you got through to the phone’s answer phone it played an audio clip of Ryan’s voice that we had lifted from one of his films saying ‘ relax people – together we can get through this’.
Great content creates an emotional resonance delivers in an incredibly powerful way. The bond that you have created with someone by getting them to share something is even more powerful. To quote from The Google Engagement Project: Google research tells us that far from distracting us from more serious things…
This is the last bit…Deploying content can be applied to everything within comms.Even in HR and Recruitment.We’ve been looking for someone to join our content creation team.Rather than briefing a recruitment agency we thought we’d create something that would find it’s way virally through the PR industry.Step one – we needed an intriguing Job title – something that would appeal to candidates that love the internetAfter much debate we settled on ‘Cat Video Technologist’ In order to catch the attention of the internet we mocked it up as a conventional broadsheet print ad – just to make it stand out.Then Itweeeted it. 30 seconds later we had our first reply.And then dozens of others…
Then over the course of the afternoon news sites picked it upOur ad for a Viral creator had gone viral..And we have had 200 very interesting CV’s
Adam Cranfield's Content Wars Presentation
#Mynewsnight Wi-fi access: Network - SH -Shoreditch house Password – 1decafcafe#Mynewsnight
‘This is what the Internet is all about, people.A killer song, a stupid meme, a nostalgic throwbackto 2001, and, most important, bites of dumb hilaritythat come in 30-second bursts.’‘….these viral pictures, videos, and memesreconnect us to an essential part of ourselvesfeeding our appetite for imagination anddiscovery.’
Laura ChilversPR ManagerJohn Lewis#Mynewsnight
Content for social media channelsLaura Chilvers, PRManager, Corporate & Social Media
41What I’ll coverHow John Lewis uses content to create relationships with bloggersHow John Lewis structures its teams so that relevant and newsworthycontent is promotedHow John Lewis promotes products on Twitter and how this makes salesWhat content works bestQuestions?
How John Lewis structures its teams so that relevantand newsworthy content is promoted
How John Lewis uses content to create relationshipswith bloggers
45The launch of Somerset by Alice Temperley and our #askAlice campaign
46#askAlice208 participants for the partyReach of 4,257,012 impressions generated479 branded Tweets featuring the hashtag#askAliceWorking with the buyers and onlinemarketing teams we were able to see aspike in sales of Somerset items
How John Lewis promotes products on Twitterand how this makes sales
49#askourmums425 total number of click-throughs on linkstweeted (to site and jpegs)26 total number of retweets8 total number of favourites708 number of new followers gained incampaign week
50AW13 Fashion event41 tweets received27 uses of the hashtag17 journalist/blogger retweets (2 re-tweets from Wedding magazine whohave over 45,000 followers)16 favourite marks onjournalist/blogger tweets
51#snowmanjourneyA different location each day for one week, ending in all of our shops for theweekend.539 retweets in total of tweets from the @johnlewisretail account204 favourite marks in total of tweets from the @johnlewisretail account1793 click throughs to images tweeted from the @johnlewisretail account976 uses of the #snowmanjourney hashtag
53Newsworthy – like PR,there needs to be a story.Why would someone wantto read about this and clickthrough / share?Exclusives –products /experiences – what do youoffer that others don’t?Concise – with only 140characters on Twitter thestory needs to stand out ina short character limit. Ifthere is too muchinformation to get across inone tweet, then perhaps it’snot the right story.Pictures – helps tell thestory and add colourClear actions – do youwant people to comealong? Comment? Join thediscussion with a#hashtag?