Presentation at World PR Forum 2018 in Olso by Mynewsdesk CMO Jonathan Bean. This presentation details the globally award winning campaign 100 million / Give a Beep

1. World PR Forum 2018 -
© MYNEWSDESK 2018
STORY TELLING THAT
INSPIRED POSITIVE CHANGE
& What a CMO wants from it Communications Partner?
World PR Forum 2018
Jonathan Bean
Chief Marketing Officer

2. @jonobean

3. Offices
Employees
13
220+
Brands
5000 +
Communicators
100 000
Stories per month
11 000
Years of
customer loyalty
7
Mynewsdesk in Numbers
WORLD PR FORUM 2018
© MYNEWSDESK 2018
Digital Communications & PR Made Easy

4. FROM WHAT & HOW TO WHY
© MYNEWSDESK 2017 @jonobean#PINGHELSINKI
Vision
A world where no
story goes untold
or unheard.
Core Purpose
To release the full power
of stories, to inspire and
spark positive change.
Values
We Care
Openness
Always Improving
Challenging
WORLD PR FORUM 2018
© MYNEWSDESK 2018

5. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
WORLD PR FORUM 2018
© MYNEWSDESK 2018

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THE #100MILLION CHALLENGE
We wanted to challenge ourselves to prove that any businesses, brand or
product could use MyNewsdesk and reach millions in earned media.
Maybe even hundreds of millions. Wait, seriously?
WORLD PR FORUM 2018
© MYNEWSDESK 2018

7. WORLD PR FORUM 2018
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CASE VIDEO
WORLD PR FORUM 2018
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8. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
New York & London
Impact Award
Best Social Community Building and Engagement
Innovation of the Year
Best use of Technology
Chairman’s Award
Stockholm
Best Digital Campaign
Best Digital Campaign
Most Innovative Campaign
New Thinking in Communications
Silver - Best PR Campaign
Silver - Best PR Campaign
Silver - Best Mobile Campaign
Cannes
Best Mobile campaign
WORLD PR FORUM 2018
© MYNEWSDESK 2018

9. @jonobean
+77% SALES
What happens when you
get your PR right
Powered by Mynewsdesk
WORLD PR FORUM 2018
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10. WORLD PR FORUM 2018
© MYNEWSDESK 2018
PREPARATION

11. Communication
Objectives
• Reach 100 million people via
earned media to create
awareness of poor road
infrastructure in London and
the need for improved cycling
safety.
• Get the support from the
highest level of local
government.
• Create a grassroots initiative.
Target
Audience
• London's urban cycling enthusiasts
• Bicycle associations
• The Mayor’s office.
• Target international press to raise the
issue of inadequate urban bike
infrastructure globally.
Organisational
Objectives
• Raise the awareness of
Hövding as a spokesperson
for cycling safety.
• Drive Hövding’s international
growth.
• Advocate cycling safety and
the need for better road
infrastructure in the major
cities.
Strategy
• Empower cyclists by handing a digital bike bell that enables them to communicate cycling frustration in real-time.
• Partner with LCC to gain legitimacy and distribute the digital bike bells.
• Involve local authorities to get reassurance to improve cycling infrastructure.
• Use PR tech, innovation and the power of storytelling.

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© MYNEWSDESK 2018
MEASUREMENT & INSIGHTS

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CONTENT
2,780 views to Hövding's newsrooms compared to
734 views from the previous 45-day period (279%
increase)
6,000 visitors to #giveabeep campaign site
PUBLICITY
121 registered articles
484 positive mentions of Hövding
150 quotes from Hövding spokespeople
Letter from the Mayor acknowledging the campaign and
pledging to improve cycling infrastructure
A total reach of 100 million
SOCIAL MEDIA
400+ hashtag mentions of #giveabeep
4000+ shares on social media
8,500 videos views on Facebook and
Youtube
OWNED
MEDIA
SHARED
MEDIA
EARNED
MEDIA
PAID
MEDIA
PARTNERSHIPS
Fruitful partnership with LCC
The Mayor’s office is using the data to improve
bicycle infrastructure in London.
INFLUENCER ENGAGEMENT
500 cyclists used the digital bike bell over 5,000
times
IMPACT
Became a global initiative, receiving requests to
be implemented in 12 countries giving Hövding
unique legitimacy in new markets.
Positioned Hövding’s and raised its reputation
with LCC and local authorities as an organization
committed to improving bicycle safety in the
major cities.
Created something of value for urban cyclists, to
make their voice heard and signal dangerous
areas in London, something that can be used to
pinpoint where bike infrastructure needs to be
improved to avoid further accidents.
Renewed commitment from the highest level of
government to improve cycling infrastructure
77% increase in Sales yr on yr
THE PESO MODEL

14. Increase in sales pipeline
Mynewsdesk established a unique
position amongst PR Tech vendors
40%
Do As We Do
Increase in lead generation
100%
Mynewsdesk executing on its
Vision & Core purpose
Vision
Leads and customers touched
10 000+
100 Million - Outcomes for Mynewsdesk
WORLD PR FORUM 2018
© MYNEWSDESK 2018
Increase in new business closed
33%

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© MYNEWSDESK 2018
So what does & CMO charged
with growth want from their
comms partner?

16. @jonobean
+ 18%
+ 62%
+ 78%
+ 24%
+ 74%
+ 81%
+ 44%
+ 43%
- 13%
- 15%
- 4%
- 10%
It’s a tough time to be in the agency game
Business Model
Media Spend / Hourly Billing
Business Model
Pay per Click
Business Model
Subscription
WORLD PR FORUM 2018
© MYNEWSDESK 2018

17. @jonobean
…but there is some bright spots in the agency world
… these guys are thriving

18. @jonobean

19. WORLD PR FORUM 2018
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A persona &
narrative approach

20. @jonobean
Where is the market
today?
Where do we want
the market to be?
Company Narrative?
based on a Cultural truth, an Industry truth, a Product truth
PAID
EARNED
SHARED
OWNED
Persona A
Persona B
Persona C
Pains & Gains - Jobs to be done
Persona A
Persona B
Persona C
Pains & Gains - Jobs to be done
WORLD PR FORUM 2018

21. WORLD PR FORUM 2018
© MYNEWSDESK 2018
Creativity

22. @jonobean

23. WORLD PR FORUM 2018
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Cultural Relevance

24. @jonobean

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Ability To Ask The Difficult
Questions
&
Forget About the Client

27. @jonobean
“We have relied to date upon media to be our primary
information channel and source of truth. In a world of
weakened media, we must now recognize our new
role as principal, not agent”

28. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2018 @jonobean
WORLD PR FORUM 2018
Thank you!
@jonobean