The Many Facets of PR

MAPExpo 2013
Emily Birks, Communications Manager
PayPal Australia, eBay Inc
Firstly, let me introduce myself…

Bachelor of
Communications
(Journalism)

8+ years experience in
communications
industry...
INDUSTRY EXPERIENCING A PERIOD OF CHANGE
– We are in a digital age
– New era of engagement
– Transformative media

ALWAYS ...
DEFINING OUR ROLE

What we do is shape opinion…
We do this by being writers, designers, builders
and strategists, conversa...
COMMUNICATIONS – THE HATS…
Vision: Make PayPal an essential tool in Australians’ everyday commercial life.
Mission Stateme...
LAST WEEK…

?
6
1. Content creation
WHY IS CONTENT IMPORTANT?

8
COMPETING FOR ATTENTION AGAINST OTHER
BRANDS, BUT ALSO FRIENDS AND FAMILY

9
IN THE AGE OF SOCIAL, SMART BRANDS SHOW RATHER
THAN TELL; PROVIDE HELP RATHER THAN HYPE

10
ROLE OF VIDEO – Comprehension, Personalisation,
Branding, Inspiration

Consumers 3x more
likely to click video
over links
...
2. The power of influence
INFLUENCING STAKEHOLDERS
– Responsible for managing reputation
and perception with key stakeholders
– Importance of qualit...
3. Creative thinking
CREATIVE THINKING
Creative business ideas need to tick some of these boxes:
– Be developed with an understanding of the co...
EXAMPLES OF SUCCESSFUL CREATIVE IDEAS

16
Importance of integrated
planning and measurement
MEASURING OUR IMPACT
Some key measurement pillars we use are:
• Core Business Metrics
• Publishing metrics (owned) – Where...
Q&A
5 TIPS FOR STARTING OUT IN OUR INDUSTRY
1.
2.
3.
4.
5.

Be curious
Be active
Be conscious
Develop strong business acumen
B...
Thank you
Emily Birks
ebirks@paypal.com
MAPexpo 2013 - Emily Birks (Communications Manager, PayPal Australia)
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My ticket to a career in marketing, advertising and public relations
www.mapexpo.com.au

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MAPexpo 2013 - Emily Birks (Communications Manager, PayPal Australia)

  1. 1. The Many Facets of PR MAPExpo 2013 Emily Birks, Communications Manager PayPal Australia, eBay Inc
  2. 2. Firstly, let me introduce myself… Bachelor of Communications (Journalism) 8+ years experience in communications industry BMcD – Sophos / Lexmark Too many media releases written and calls to media made 2
  3. 3. INDUSTRY EXPERIENCING A PERIOD OF CHANGE – We are in a digital age – New era of engagement – Transformative media ALWAYS ON COMMUNICATION – More than ever, communications needs to change behaviour and influence decision making. BRANDS ESTABLISHING OWNED MEDIA CHANNELS 3
  4. 4. DEFINING OUR ROLE What we do is shape opinion… We do this by being writers, designers, builders and strategists, conversation-starters, reputation-guarders and attention getters. *Weber Shandwick 4
  5. 5. COMMUNICATIONS – THE HATS… Vision: Make PayPal an essential tool in Australians’ everyday commercial life. Mission Statement: Demonstrate how PayPal is shaping the future of money and retail by enabling anytime, anywhere, any way payments, and evolve perceptions of PayPal as a trusted and innovative payments enabler amongst consumers, small businesses and large retailers. • Opportunistic - Today Tonight, The Project, Morning TV • Marketing Lever – Integrated Communications • Strategic – Thought Leadership, Risk, Brand • Complementary – Vertical strategy, mobile purchasing 5
  6. 6. LAST WEEK… ? 6
  7. 7. 1. Content creation
  8. 8. WHY IS CONTENT IMPORTANT? 8
  9. 9. COMPETING FOR ATTENTION AGAINST OTHER BRANDS, BUT ALSO FRIENDS AND FAMILY 9
  10. 10. IN THE AGE OF SOCIAL, SMART BRANDS SHOW RATHER THAN TELL; PROVIDE HELP RATHER THAN HYPE 10
  11. 11. ROLE OF VIDEO – Comprehension, Personalisation, Branding, Inspiration Consumers 3x more likely to click video over links 4 hours per week are spent on mobile Internet 46% of Internet users watch brand related video every week 57% have purchased as a result of seeing a product in a video Video content best suited to mobile devices. Most shared in social media. Emergence of branded content movement from advertising to storytelling YouTube is the second most popular search engine in Australia. 11m UVs per month. Animated explainer videos increase conversion rates by 20% Two thirds of the world’s mobile data traffic will be mobile by 2016 Video content provides strong brand uplift and recall The number of videos viewed in AU grew by 20% in 2012 yoy Visual media is the most effective communication format 11
  12. 12. 2. The power of influence
  13. 13. INFLUENCING STAKEHOLDERS – Responsible for managing reputation and perception with key stakeholders – Importance of quality engagement to influence a specific audience over quantity – At eBay Inc we use the leverage of third party endorsement (media, influencers, identities) and look for high value amplification channels (social, owned properties, media, conferences, etc) to deliver the agreed messages to our designated audience groups with a view to change behaviour, move perception or confirm held beliefs. Mainstream Technology Trade 13
  14. 14. 3. Creative thinking
  15. 15. CREATIVE THINKING Creative business ideas need to tick some of these boxes: – Be developed with an understanding of the consumer, category and brand truths – Be insight led – Drive conversations amongst target audience – Create a movement – Change opinions and behaviours – Ladder up to a business objective 15
  16. 16. EXAMPLES OF SUCCESSFUL CREATIVE IDEAS 16
  17. 17. Importance of integrated planning and measurement
  18. 18. MEASURING OUR IMPACT Some key measurement pillars we use are: • Core Business Metrics • Publishing metrics (owned) – Where it is possible, track activity following interaction with owned sources (blog post, Google search, Facebook, YouTube) • Press Office metrics (earned) – Track earned media influence, includes traditional measures such as reach and core message pull through • Targeted project metrics (e.g., drive registration for X product) –When activities are targeted - i.e., drive interest and registration for X product – track web referrals, registrations and other relevant metrics to determine success 19
  19. 19. Q&A
  20. 20. 5 TIPS FOR STARTING OUT IN OUR INDUSTRY 1. 2. 3. 4. 5. Be curious Be active Be conscious Develop strong business acumen Be ready to get your hands dirty Communications Team Offsite 21
  21. 21. Thank you Emily Birks ebirks@paypal.com
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