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CIPR South West Conference
23 October 2013
Stephen Waddington
@wadds

1 | 22.11.2013
It cuts both ways

2 | 22.11.2013
Twitter shitter

Source: Get Shitter
3 | 22.11.2013
Coffee and conversations

4 | 22.11.2013
Social media adoption

Source: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65
5 ...
Back to the future

6 | 22.11.2013
A generational issue
100
90
80
70
60
50
40
30
20
10
0
16 - 24

25 - 44

45 - 54

55 - 64

Source: Social media adoption in...
Move to mobile

Source: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65
8 | 22.11...
Data: #doodlecharts

Source: #doodlechart Pinterest http://wadds.co/17ek9Xe
9 | 22.11.2013
Brand Voice

10 | 22.11.2013

Brand Voice

What
Audiences
Want to
Hear, Say,
Do &
Value

What Your
Brand
Wants to
Say, Hea...
Source: Hugh McLeod, Gaping Void http://wadds.co/17ek9Xe
11 | 22.11.2013
Engagement is the only option

12 | 22.11.2013
Corporate behaviour called out

Source: PETA (via YouTube)
13 | 22.11.2013
Pissed-off passenger 2.0

Source: Disgruntled Passenger 2.0, SimpliFlying
14 | 22.11.2013
Fake restaurant

Source: TripAdvisor removes fake restaurant, BBC News
15 | 22.11.2013
Two-way conversation

16 | 22.11.2013
The White House as media

17 | 22.11.2013
Topshit

18 | 22.11.2013
#AskBG

19 | 22.11.2013
Managing #BrandVandals

20 | 22.11.2013
So-called revolutions

Source: Open Democracy (via Flickr)
21 | 22.11.2013
Real life public relations

LIFECYCLE WITHOUT SOCIAL
MOMENTUM

CAMPAIGN

CAMPAIGN

EMBRACE

TALK

ENERGISE

CAMPAIGN

SUPP...
Planning model

Listen

Strategy

Content

Channels

Engagement

Evaluation

•Web analytics
•Web research
•Search insight
...
Evolution of public relations

Source: Ivy Lee’s Pennsylvania Railroad press release (via Wikipeda)
24 | 22.11.2013
Evolution of public relations

Media
relations

25 | 22.11.2013

Influencer
relations

Community

Social
Business
The Fifth Estate

26 | 22.11.2013
Participation

27 | 22.11.2013
Quantified self: body media

Source: Bionic.ly – Tracking technology with health, fitness and well-being
28 | 22.11.2013
Future of our profession
1.00

1.50

2.00

2.50

3.00

3.50

Delivering messages via the social web

53.5%

3.46

Knowing ...
#BrandVandals
wadds.co.uk
stephen.waddington@ketchum.com
@wadds
+44 (0) 7771 851407

30 | 22.11.2013
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CIPR South West Annual Conference

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Deck from The Rules of Engagement, CIPR South West Communicators’ Conference, Bristol - 24 October 2013

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Transcript of "CIPR South West Annual Conference"

  1. 1. CIPR South West Conference 23 October 2013 Stephen Waddington @wadds 1 | 22.11.2013
  2. 2. It cuts both ways 2 | 22.11.2013
  3. 3. Twitter shitter Source: Get Shitter 3 | 22.11.2013
  4. 4. Coffee and conversations 4 | 22.11.2013
  5. 5. Social media adoption Source: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65 5 | 22.11.2013
  6. 6. Back to the future 6 | 22.11.2013
  7. 7. A generational issue 100 90 80 70 60 50 40 30 20 10 0 16 - 24 25 - 44 45 - 54 55 - 64 Source: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65 7 | 22.11.2013 65 - 74
  8. 8. Move to mobile Source: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65 8 | 22.11.2013
  9. 9. Data: #doodlecharts Source: #doodlechart Pinterest http://wadds.co/17ek9Xe 9 | 22.11.2013
  10. 10. Brand Voice 10 | 22.11.2013 Brand Voice What Audiences Want to Hear, Say, Do & Value What Your Brand Wants to Say, Hear, Do & Value
  11. 11. Source: Hugh McLeod, Gaping Void http://wadds.co/17ek9Xe 11 | 22.11.2013
  12. 12. Engagement is the only option 12 | 22.11.2013
  13. 13. Corporate behaviour called out Source: PETA (via YouTube) 13 | 22.11.2013
  14. 14. Pissed-off passenger 2.0 Source: Disgruntled Passenger 2.0, SimpliFlying 14 | 22.11.2013
  15. 15. Fake restaurant Source: TripAdvisor removes fake restaurant, BBC News 15 | 22.11.2013
  16. 16. Two-way conversation 16 | 22.11.2013
  17. 17. The White House as media 17 | 22.11.2013
  18. 18. Topshit 18 | 22.11.2013
  19. 19. #AskBG 19 | 22.11.2013
  20. 20. Managing #BrandVandals 20 | 22.11.2013
  21. 21. So-called revolutions Source: Open Democracy (via Flickr) 21 | 22.11.2013
  22. 22. Real life public relations LIFECYCLE WITHOUT SOCIAL MOMENTUM CAMPAIGN CAMPAIGN EMBRACE TALK ENERGISE CAMPAIGN SUPPORT LISTEN 22 | 22.11.2013
  23. 23. Planning model Listen Strategy Content Channels Engagement Evaluation •Web analytics •Web research •Search insight •Social networks •Conversation •Influencers •Define goals and objectives •Devise means of motivation and engagement •Format •Function •Content optimisation •Facebook •Twitter •LinkedIn •Google+ •Community management •Campaign lifecycle •Social lifecycle •SMART Objectives •The Barcelona Principles •Valid Metrics 23 | 22.11.2013
  24. 24. Evolution of public relations Source: Ivy Lee’s Pennsylvania Railroad press release (via Wikipeda) 24 | 22.11.2013
  25. 25. Evolution of public relations Media relations 25 | 22.11.2013 Influencer relations Community Social Business
  26. 26. The Fifth Estate 26 | 22.11.2013
  27. 27. Participation 27 | 22.11.2013
  28. 28. Quantified self: body media Source: Bionic.ly – Tracking technology with health, fitness and well-being 28 | 22.11.2013
  29. 29. Future of our profession 1.00 1.50 2.00 2.50 3.00 3.50 Delivering messages via the social web 53.5% 3.46 Knowing about social media trends 50.9% 3.45 Developing social media strategies 44.0% Evaluating social media activities 39.1% 3.12 Knowing how to avoid risks and handle… 38.9% 4.00 3.09 3.25 Setting up social media platforms 36.4% 2.99 Managing online communities 35.4% 3.00 Knowing the legal framework for social media 31.5% 2.86 Initiating web-based dialogues with stakeholders 29.2% 2.82 very low 0 Communication professionals with high capabilities Source: Ketchum European Communication Monitor 2013 29 | 22.11.2013 0.5 3.00 very high Mean rating of capabilities (scale 1-5)
  30. 30. #BrandVandals wadds.co.uk stephen.waddington@ketchum.com @wadds +44 (0) 7771 851407 30 | 22.11.2013
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