Recommended
More Related Content
What's hot
Similar to The make-up of modern communications - paid, earned and owned
Similar to The make-up of modern communications - paid, earned and owned (20)
More from PRmoment
More from PRmoment (8)
Recently uploaded
Recently uploaded (20)
The make-up of modern communications - paid, earned and owned
- 2. Nick Masters Head of Online PwC In partnership with:
- 3. The outsiders PR Moment conference 25 February 2015 www.pwc.co.uk
- 4. PwC In many organisations our structures tend to dominate thinking January 2015 4
- 5. PwC January 2015 5 1. Nielsen Net Ratings: 2013 Traditional models of disruption through – say advertising or direct mail – are increasingly redundant. Our users are now in charge of curating their own information needs. For a message to penetrate an audience effectively, it needs to be shared by a trusted source and be in a format that allows for easy consumption. Users control what they see, not us The impact of content increases enormously (>70% 1) if the receiver knows or trusts the originator and engages with it by choice. Good content generates discussion, either with the originator, or through onward sharing among interested parties.
- 6. PwC Crossing the right c Not content Not communities Cohorts. January 2015 6
- 7. PwC Why you need your employees to be engaged According to the National Business Research Institute engaged employees: • Produce twice as much work output in the same time as unengaged employees • Are much more likely to actively share information with others. In this way engaged employees become brand advocates using social media tools. Similarly research from Technorati shows: • Your employees can reach an audience that is up to 10-times larger than the one you are currently reaching • Acceptance of a recommendation is on average around 70 per cent higher through personal recommendation as opposed to unsolicited communication (e-mail etc) January 2015 7
- 8. PwC Cohort model 8 January 2015 Channels • All brands are affected by these changes but few have moved beyond their broadcast mentality. • As cohorts are self-selecting they are much less “controllable” but more enagaged as a result. They emerge at the intersection of where need meets provision • Employees can play a crucial role in bringing a human interaction to discussions, but only when empowered and armed with the right information • Not only are engaged employees twice as productive, they can be responsible for up to 80 per cent of your clients’ overall brand satisfaction • Cohort groups can create a channel to market in their own right Governance Networks ContentChannel Advocacy
- 9. PwC So how do you complete the picture? January 2015 9
- 10. PwC The world is in beta January 2015 10
- 11. PwC Creating our social stars January 2015 11
- 12. PwC You still have to pay up • Twitter provides volume, while LinkedIn tends to offer more quality. • So Twitter has given us higher levels of engagement but visitors coming from LinkedIn: • spent longer on the site • are more likely return to the site • engaged with more of the content • shared their personal information • The Click Through Rate we are experiencing from our paid activity has constantly exceeded the average for our industry in a number of areas January 2015 12
- 13. PwC Despite all that – these still won January 2015 13
- 15. Gareth Davies UK Head of Studio D UK Waggener Edstrom In partnership with:
- 16. Understanding Audience Behaviours Gareth Davies Head of Digital & Insight, Waggener Edstrom @thebeaverhousen
- 17. Your audience is channel agnostic and seek brand experiences not channel experiences AWARENESS Targeted Promoted Content Social Follow/Like Personal Networks Print Media Showrooming Direct Marketing Branded Search Remarketing Click Offline Ads Generic Search CONSIDERATION ACTION ONLINEOFFLINE WOM Social Search Targeted Promoted Content Display Ads PPC Ads Website Visit Store Visit Direct Marketing P2P Dialogue TV Ads THE COMMUNICATIONS QUANDRY
- 18. INSIGHT Who to sell to? Where to reach them? How are they buying? THE COMMUNICATIONS QUANDRY ENGAGEMENT How do you increase engagement? How do you interact? CONTENT What works best? What drives engagement? INFRASTRUCTURE How do you best organise yourselves to deliver integration? In this channel agnostic world you need to understand four key areas
- 19. THE COMMUNICATIONS QUANDRY So How Do Brands Answer These Questions?
- 21. THE COMMUNICATIONS QUANDRY Brands Need To Be More
- 22. Traditional approaches do not clearly define behaviours and preferences PPC data suggests I am just interested in gadgets Search data suggests I only seek reviews Display ad data suggests I am interested in a PC Web data suggests I have visited the product page Traditional approaches to audience persona creation only look at the above in silos ‘GEEK’ THE COMMUNICATIONS QUANDRY
- 23. Join multiple data sources together to answer the questions about how, where and when to engage ‘GARETH’ THE COMMUNICATIONS QUANDRY 36 year old male based in Kent Uses an HTC Android device Interests include tech, food, music Uses social for brand engagement Reads NME, Gamespot, IGN Engages with Paid Content regularly
- 24. Broad reach activation across multiple audience profiles and channels Identify those audience profiles engaging with the most content and the channels they are using Retarget those audience profiles who have driven the highest engagement with tailored content Build ‘look-a-like’ profiles of these audiences and continue to target Brands need to spend more time ‘learning’ what their customers like and dislike and apply this to planning #HOTDATA THE COMMUNICATIONS QUANDRY
- 25. CASE STUDY: IROBOT TARGET: THE MODERN PROFESSIONAL AGE 40 - 55 Older children or Empty Nesters CITY DWELLERS High Disposable Income #HOTDATA: THE YOUNG FAMILY AGE 35 - 45 Very young or tween children OUT OF TOWNERS Moderate Disposable Income
- 26. CASE STUDY: IROBOT TARGET: THE MODERN PROFESSIONAL CONTENT: Time Saving High-End PLACEMENT: Lifestyle Luxury #HOTDATA: THE YOUNG FAMILY CONTENT: Family Activities Pets PLACEMENT: Parenting Kids
- 27. CASE STUDY: IROBOT TARGET: THE MODERN PROFESSIONAL #HOTDATA: THE YOUNG FAMILY
- 28. CASE STUDY: IROBOT THE MODERN PROFESSIONAL THE YOUNG FAMILY 0 500 1000 1500 2000 2500 3000 3500 4000 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 UK France Germany Switzerland Applying audience learnings to content creation drove deeper more meaningful engagements with fans UNPAID #HOTDATA PAID #HOTDATA
- 29. 1. Ask why your audience does something not what they do (and listen) 2. Don’t silo data - centralize data collection and analysis 3. Pilot small campaigns to generate greater audience insight 4. Test and learn, test and learn…then test and learn 5. Don’t split audiences via platform - be agile & authentic storytellers KEY TAKEOUTS AND RECOMMENDATIONS
- 30. Any Questions?
- 31. Howard Jones Senior PR Manager EE In partnership with:
- 32. Paid and/or Owned and/or Earned Media Challenge and/or Threat for the PR Industry? @howard_jones Senior PR Manager, EE
- 33. The truth is…. …the industry doesn’t know which.
- 34. How do PR agencies respond? This appears if you Google image ‘PR Client’. How integrated/capable are most PR agencies? How are agency results measured? What target metrics are agencies given? Source: prmoment.com
- 35. Who decides? Who pays? And who manages? Can any single component make a good campaign? Which component counts for the most? Which gives the most value? To which audience?
- 36. And what if…. …you have no money?
- 37. How to create a successful balance between paid, earned and owned media Gareth Davies, UK Head of Studio D UK, Waggener Edstrom Nick Masters, Head of Online, PwC Sanjani Shah, International Senior Brand Communications Manager, The Body Shop In partnership with: