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Richmond Towers Farm Shop & Deli Presentation 27.3.12


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A quick intro to PR and social media, presented at the Farm Shop & Deli Show, Food & Drink Expo, March 2012

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Richmond Towers Farm Shop & Deli Presentation 27.3.12

  1. 1. The Power Of PR:Taming The Social Beast27th March 2012Rob MetcalfeManaging Director
  2. 2. #FarmShopDeli #FoodDrinkExpo @FoodPRAgency2
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  4. 4. 69% 72% ABC1s Adults read read newspapers newspapers every week every week 63% Mums with 71% 15-34 men kids read read newspapers newspapers every week every weekSource: NRS, Oct 2010 – Mar 2011 / excludes News of the World
  5. 5. Online newspaper brands growing strongly Unique 26m visitors duplicated Unique 13m visitors unduplicatedUkom: June 2011Duplicated: sum of unique visitors to each newspaper siteUnduplicated figure: unique visitors, counted once only, regardless of how many newspaper sites visitedIncludes Metro and Evening Standard
  6. 6. Get the PR basics right first• Not bothering is not an option• What journalists want• Think journalese• The inverted pyramid of news• Press releases vs face-to-face vs social media contact• Be ready to follow through• Create a press release library/blog on your website• Start to connect everything that you do
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  10. 10. Gartner Hype Cycle10
  11. 11. The three ages of media Anti-social media11
  12. 12. The three ages of media Old media12
  13. 13. The three ages of media Social media13
  14. 14. richardstacy.com14
  15. 15. Some UK numbers15
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  17. 17. Gartner Hype Cycle17
  18. 18. The fundamental mindshift• Most brands still get it wrong• Social media is NOT about reaching out and engaging with your customers (or potential customers)• But it IS about your customers (or potential customers) engaging with you• The numbers are small but the process is potentially powerful because they have identified themselves to you18
  19. 19. Why people will engage with you• To say something nice about your brand• To say something nasty about your brand• To ask a question for which your brand may be the answer• To make a suggestion about how your brand could be better• Your still need to facilitate, prompt and engage in the conversation19
  20. 20. Making Facebook work its hardest for you• Evening and early morning posts generate 20% higher engagement• Wednesdays and Sundays are the best days to post (+8%)• Posting 1 to 4 times weekly generates 71% higher engagement than 5+x for retail brands• Short posts generate most engagement• Asking questions doubles the response• ‘Fill in the blank’ posts work well• Coupons and offers (ideally £off) get response• Don’t be afraid to break any or all of these rules in the real virtual world
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  25. 25. Tools28
  26. 26. Tools29
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  29. 29. A recipe for PR success• Start with a plan. PR and social media is part of your business, not an add-on• Start slowly – play, explore, don’t be afraid to start again• Find and tell stories• Measure what you do• Do it with passion – not because you have to• Set up a personal LinkedIn account• Start/invigorate a company Facebook page• Start a company and/or personal tweet• Practice and persevere• Reap the publicity rewards, ie. more business32
  30. 30. Thank You! @FoodPRAgency33