1. Research using tools like Google Trends, Keyword Planner and consumer surveys found that word-of-mouth and previous experience are critical in decision making for short UK breaks. 2. Analysis of sites like TripAdvisor, tourism boards and social media showed that Leeds has a vibrant culture and music scene that could attract visitors, particularly females ages 25-39. 3. The summary identifies target audiences and experiences in Leeds to influence through communications like partnerships with influencers, and touts the importance of data capture to close the sale.

1. Modernizing public
1 | 21.11.2014
relations
Including a planning case study
Stephen Waddington
wadds.co.uk @wadds

2. Stephen Waddington
Director, Ketchum Europe
President, Chartered
Institute of Public Relations
Author and blogger
2 | 21.11.2014

3. #1 Shift to social
3 | 21.11.2014
@wadds

4. Welcome to the party
4 | 21.11.2014

5. Business of Influence - Sheldrake
5 | 21.11.2014

6. Deference to reference
6 | 21.11.2014
Leaders
Elders
Experts
Public
Influencers
Friends and family

7. Deference to reference
7 | 21.11.2014
Friends and family
Influences
Public
Experts
Elders
Leaders

8. The audience answers back
8 | 21.11.2014

9. Media
relations
9 | 21.11.2014
Influencer
relations
Community
management
Social
Business
Evolution of public relations

10. #3 Media relations
10 | 21.11.2014
@wadds

11. Media on Twitter
11 | 21.11.2014

12. Insights via Twitter
12 | 21.11.2014

13. Optimize content
13 | 21.11.2014

14. Branded newsrooms
14 | 21.11.2014

15. Analytics
15 | 21.11.2014

16. Analytics
16 | 21.11.2014

17. 17 | 21.11.2014
#4 Influencer
relations
@wadds

18. Media
relations
18 | 21.11.2014
Influencer
relations
Community
management
Social
Business
Evolution of public relations

19. YouTubers
19 | 21.11.2014

20. Instagramers
20 | 21.11.2014

21. Tools: Traackr
21 | 21.11.2014

22. 22 | 21.11.2014
#5 Social
communities
@wadds

23. Media
relations
23 | 21.11.2014
Influencer
relations
Community
management
Social
Business
Evolution of public relations

24. Brands as media
24 | 21.11.2014

25. Community management
Research/Insight
•Web analytics
•Web research
•Search insight
•Social networks
•Conversation
•Influencers
25 | 21.11.2014
Strategy
•Define goals and
objectives
•Devise means of
motivation and
engagement
Content
•Format
•Function
•Content
optimisation
Channels
•Facebook
•Twitter
•LinkedIn
•Google+
Engagement
•Community
management
•Campaign
lifecycle
•Social lifecycle
Evaluation
•SMART Objectives
•The Barcelona
Principles
•Valid Metrics

26. Shift to realtime
26 | 21.11.2014
Short Form
Video
Real-Time
Content Ideation
and Creation
Search and
Social
Optimized
Content
Social Posts
Shareable
Visuals &
Infographics
Offline Event
Support
Blogger
Collateral

27. Paid, Earned, Shared & Owned
27 | 21.11.2014

28. Reorganizing teams
28 | 21.11.2014

29. #6 Social business
29 | 21.11.2014
@wadds

30. Media
relations
30 | 21.11.2014
Influencer
relations
Community
management
Social
Business
Evolution of public relations

31. Social brands
31 | 21.11.2014

32. Social business
32 | 21.11.2014

33. Customer service 2.0
33 | 21.11.2014

34. Customer service 2.0
34 | 21.11.2014

35. Customer service 2.0
35 | 21.11.2014

36. Customer service 2.0
36 | 21.11.2014

37. Customer service 2.0
37 | 21.11.2014

38. Customer service 2.0
38 | 21.11.2014

39. Customer service 2.0
39 | 21.11.2014

40. #7 Organizational
40 | 21.11.2014
design
@wadds

41. Disruptors
41 | 21.11.2014

42. Specialist team
42 | 21.11.2014

43. Hub and spoke
43 | 21.11.2014

44. Social business
44 | 21.11.2014

45. 45 | 21.11.2014
#7 Planning
exercise
@wadds

46. #PRtoolbox
We’re obsessed about the application of so-called big
data in public relations to inform and measure the success
of our campaigns.
But what does that actually mean in practice?
46 | 21.11.2014

47. #PRtoolbox
This is a public relations planning exercise using data and
tools to identify a public (or audience to use marketing
parlance) and insights to influence behavioural change.
I’ve used free or low-cost tools to enable other people you
to experiment with the process and methodology.
The deck was inspired by Julian Cole’s Digital Strategy
Toolbox 2014 keynote at Upload Lisboa 2014, Portugal.
Julian is head of planning at BBH in New York. Look him up
on Twitter @JulianCole.
47 | 21.11.2014

48. #PRtoolbox
Free or low cost tools are never as sophisticated or robust as
commercial tools and there is no guarantee of the quality
of the output or continuity of service.
There is no such thing as free.
48 | 21.11.2014

49. Challenge
A travel agent wants to attract people from around the UK
to visit Leeds for short breaks.
49 | 21.11.2014

50. Public relations planning
50 | 21.11.2014
Research
Insight
Strategy
Evaluation
Content Creativity
Channels

51. Public relations planning
51 | 21.11.2014
Research
Insight
Strategy
Evaluation
Content Creativity
Channels

52. Customer journey
#1 Google Customer Journey
#2 Google Consumer
Barometer
#3 Google Search Trends
#4 Google Adwords Keyword
Planner
#5 Google Search
#6 AnswerThePublic.com
Social
#7 Buzzsumo
#8 Iconosquare
#9 Topsy
52 | 21.11.2014
#10 Facebook Ad Insights
#11 Twitter
#12 Followerwonk
#13 Echosec
Web
#14 Marketing Grader
#15 Boardreader
#16 TripAdvisor
#17 YouGov Profiler
#18 Office for National Statistics
Tools

53. Try it for yourself
You’ll find a full list of the tools and links at
wadds.co.uk/prtoolbox.
Follow along during the exercise or try it out for yourself.
53 | 21.11.2014

54. #1 Google Customer Journey
The Google Customer Journey shows what channels
influence customer decisions at different points in the
purchase cycle.
How
1. Head to the Google Customer Journey tool
2. Filter by country and market
54 | 21.11.2014

55. 55 | 21.11.2014
Insight #2 Public
relations greatest
influence on
decision making
Insight #3 Data
capture and direct
marketing to close
sale
Insight #1 Ads firmly
start of the customer
journey

56. 56 | 21.11.2014
Insight #1 Social
start of customer
journey (US market
more developed)
Insight #2 Public
relations greatest
influence on
decision making
Insight #3 Data
capture and direct
marketing to close
sale

57. #2 Google Consumer Barometer
Consumer Barometer helps you understand how people
use the internet. It digs into more detail than the Customer
Journey Tool. It covers 45 countries and 10 product
categories.
How
1. Visit Google Consumer Barometer
2. Use pre-populated questions or the filter options
57 | 21.11.2014

58. 58 | 21.11.2014
Insight #1 Previous
experience greatest
influence on future
intent
Insight #2 Online
research and social
second greatest
influence

59. #3 Google Search Trends
Google Trends shows how often a particular search-term is
entered relative to the total search-volume across various
regions of the world, and in various languages.
How
1. Visit Google Trends
2. Search by keyword, filtered by country
3. Analyse trends by date
4. Review competitors
59 | 21.11.2014

60. 60 | 21.11.2014
Insight #1 How do
we get there?

61. #4 Google AdWords Keyword Planner
Google AdWords Keyword Planner show the search
frequency that keywords and the actual search terms
people enter into Google when conducting a search.
How
1. Visit Google AdWords Keyword Planner and select
tools
2. Filter by country, device and locations
3. Review competitors
4. Analyse time period comparisons to review trends
61 | 21.11.2014

62. 62 | 21.11.2014
Insight #1 Search
volumes are a proxy
for buying intention
Insight #2
Spontaneity: last
minute, weekend
and accommodation
Insight #3 Young
people, male and
female, 18 to 30

63. #5 Google Search
Google is the dominant search engine. Using the Google in
incognito shows how content appears in search.
How
1. Visit Google
2. Search by keyword and take a consumer eye view to
results
63 | 21.11.2014

64. Insight #1
Partnership
opportunity
64 | 21.11.2014

65. 65 | 21.11.2014

66. #6 AnswerThePublic.com
AnswerThePublic.com is a tool built by search and content
agency PropellerNet. It enables you to interrogate
aggregated auto-complete data from Google and
understand the real questions that people are asking when
they complete a search query.
How
1. Visit AnswerThePublic.com
2. Search by a variety of keywords. Use the terms surfaced
by Google Keyword planner.
66 | 21.11.2014

67. 67 | 21.11.2014
Insight #1 Results of
limited use. Need to
do broader searches

68. #7 Buzzsumo
Buzzsumo is a social media monitoring tool that
characterizes a keyword by the content shared and key
influencers.
How
1. Visit Buzzsumo and search Leeds
2. View results by top content and top influencers
68 | 21.11.2014

69. Insight #1 No
content of any
relevance of use
xxxx
How
xxxx
69 | 21.11.2014

70. Insight #1
Influencers all
Leeds-based
70 | 21.11.2014

71. #8 Iconosquare
Iconosquare, formerly Statigram, is a basic tool to filter
Instragram and surface content based on hashtags or
keywords.
How
1. Visit Iconosquare and log on with your Instagram
account
2. Search keywords and hashtags
71 | 21.11.2014

72. 72 | 21.11.2014
Insight #1 Retail
content
Insight #2 Music
events and gigs

73. #9 Topsy
Topsy is a social media monitoring tool that identifies
influencers around a topic. Its like Buzzsomo but provides a
greater level of granularity.
How
1. Visit Topsy and search Leeds
2. Page through the results looking for interesting people
73 | 21.11.2014

74. 74 | 21.11.2014
Insight #1 Leeds is a
destination for music
talent

75. 75 | 21.11.2014
Insight #1 And
comedians

76. #10 Facebook Ad Insights
Use Facebook Ad planner to build a campaign and
characterize the potential audience.
How
1. Log onto Facebook and create an ad campaign
2. Use the variables from prior planning process to target
the campaign
76 | 21.11.2014

77. 77 | 21.11.2014
Insight #1 Potential
public or audience of
80,000 people

78. #11 Twitter
Popular online social network for short messages. Mobile
and news driven.
How
1. Visit Twitter and log in with your account details
2. Use advanced search function to interrogate
influencer, hashtags, keywords and conversations
78 | 21.11.2014

79. 79 | 21.11.2014
Insight #1
Significant
community around
shopping in the city
Insight #2 Culture,
traditional media
and football key
influencers

80. #12 Followerwonk
Followerwonk enables you to search Twitter bios by
keywords and return results based on networks, followers
and social authority score.
How
1. Visit Followerwonk and log in with your Twitter details
2. Search by bio location and keyword
80 | 21.11.2014

81. 81 | 21.11.2014
#1 High profile talent
and influencers from
Leeds
#2 Strong Twitter
community in the
City

82. #13 Echosec
Echosec is a location based social media monitoring tool
that extracts location meta data from social media posts
and serves the results overlaid on a Google Map.
How
1. Visit Echosec and select demo options
2. Search by postcode and mark an area to interrogate
82 | 21.11.2014

83. 83 | 21.11.2014

84. 84 | 21.11.2014
Insight #1 Limited
insight above and
beyond other tools

85. #14 Marketing Grader
Marketing Grader is a service from Hub Spot that
characterizes website marketing performance.
How
1. Visit marketing.grader.com and enter the URL of the site
you want to review
2. Scrutinize blogging, social media, SEO and lead
performance
85 | 21.11.2014

86. 86 | 21.11.2014
Insight #1 Social
media activity
Insight #2
Authoritative
inbound links

87. 87 | 21.11.2014
Insight #1
Combination of
blogs and traditional
media

88. 88 | 21.11.2014
Insight #1
Significant Twitter
community

89. #15 Boardreader
Boardreader is a search engine for message boards and
online communities.
How
1. Visit Boardreader and search by keyword
2. Scrutinize results, and related popular topics
89 | 21.11.2014

90. Insight #1 Limited
insight. Students
and football club key
90 | 21.11.2014
topics

91. #16 TripAdvisor
Destination website and app for travel deals and reviews.
How
1. Visit TripAdvisor
2. Take a consumer eye view of hotels, restaurants and
attractions
91 | 21.11.2014

92. 92 | 21.11.2014
Insight #1 Three of
the top five ranked
destinations are
cinemas or theatres

93. #17 YouGov Profiler
YouGov Profile is a segmentation and planning tool for
agencies and brands based on YouGov consumer
research.
How
1. Visit YouGov Profiler and search for leads
2. Explore consumer profile and data that is returned
93 | 21.11.2014

94. 94 | 21.11.2014
Insight #1 Female
25 to 39 years-old
Insight #3
Deposable income
of £125 to £499

95. #18 Office for National Statistics
The Office for National Statistics collates data about
statistics related to the economy, population and society of
England and Wales.
How
1. Visit Office of National Statistics
2. Look up data and reports related tourism
95 | 21.11.2014

96. 96 | 21.11.2014
Insight #1 Boom in
travel to London for
overseas visitors
Insight #2 Locations
of overseas visitors
to the UK
Source: 16.8m overseas visits to London in 2013, up 43.5% in 10 years - http://wadds.co/1yBQ8fm

97. 97 | 21.11.2014
Insight #1 The
market for so-called
staycations remains
strong
How does the UK economy affect where the British go on holiday? - ONS - http://wadds.co/1xAxK85

98. Research Summary 1
1. The market for staycations remains strong (ONS)
2. The customer journey for short UK breaks starts with
awareness and is closed with data capture (Google)
3. Word-of-mouth and previous experience critical to
decision making process (Google)
4. The Leeds experience (various)
 How to get there
 Where to stay
 Retail, culture (gigs, cinema and theatre), and football
 Universities, student population
98 | 21.11.2014

99. Research Summary 2
5. Potential Facebook audience of around 60,000 people
(age: 18-30, interest: travel and behaviour: freq. travel)
(Facebook)
6. January, July and August are peak periods for short
breaks to Leeds (Google)
7. Visit Leeds could be a potential partnership opportunity
(Visit Leeds)
99 | 21.11.2014

100. Research Summary 3
8. Strong Twitter community but need to test the reach
and relevance outside the City (various)
9. Earned media provides opportunity for profile and
authoritative backlinks (Hubspot)
10. How can we persuade visitors to London to go to
Leeds? (ONS)
100 | 21.11.2014

101. Thank you
There has never been a
more exciting time to work
in our business
Create your own media
and networks, and immerse
yourself in new tools and
workflow
Consider your own
contribution to the
development of our
discipline as a profession
101 | 21.11.2014

102. Modernizing public
102 | 21.11.2014
relations
Including a planning case study
Stephen Waddington
wadds.co.uk @wadds