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Modernizing public relations, including a planning case study

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A deck prepared for a CIPR Yorkshire & Lincolnshire event that explores how public relations is changing, including a planning case study.

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Modernizing public relations, including a planning case study

  1. 1. Modernizing public 1 | 21.11.2014 relations Including a planning case study Stephen Waddington wadds.co.uk @wadds
  2. 2. Stephen Waddington Director, Ketchum Europe President, Chartered Institute of Public Relations Author and blogger 2 | 21.11.2014
  3. 3. #1 Shift to social 3 | 21.11.2014 @wadds
  4. 4. Welcome to the party 4 | 21.11.2014
  5. 5. Business of Influence - Sheldrake 5 | 21.11.2014
  6. 6. Deference to reference 6 | 21.11.2014 Leaders Elders Experts Public Influencers Friends and family
  7. 7. Deference to reference 7 | 21.11.2014 Friends and family Influences Public Experts Elders Leaders
  8. 8. The audience answers back 8 | 21.11.2014
  9. 9. Media relations 9 | 21.11.2014 Influencer relations Community management Social Business Evolution of public relations
  10. 10. #3 Media relations 10 | 21.11.2014 @wadds
  11. 11. Media on Twitter 11 | 21.11.2014
  12. 12. Insights via Twitter 12 | 21.11.2014
  13. 13. Optimize content 13 | 21.11.2014
  14. 14. Branded newsrooms 14 | 21.11.2014
  15. 15. Analytics 15 | 21.11.2014
  16. 16. Analytics 16 | 21.11.2014
  17. 17. 17 | 21.11.2014 #4 Influencer relations @wadds
  18. 18. Media relations 18 | 21.11.2014 Influencer relations Community management Social Business Evolution of public relations
  19. 19. YouTubers 19 | 21.11.2014
  20. 20. Instagramers 20 | 21.11.2014
  21. 21. Tools: Traackr 21 | 21.11.2014
  22. 22. 22 | 21.11.2014 #5 Social communities @wadds
  23. 23. Media relations 23 | 21.11.2014 Influencer relations Community management Social Business Evolution of public relations
  24. 24. Brands as media 24 | 21.11.2014
  25. 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. 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. 27. Paid, Earned, Shared & Owned 27 | 21.11.2014
  28. 28. Reorganizing teams 28 | 21.11.2014
  29. 29. #6 Social business 29 | 21.11.2014 @wadds
  30. 30. Media relations 30 | 21.11.2014 Influencer relations Community management Social Business Evolution of public relations
  31. 31. Social brands 31 | 21.11.2014
  32. 32. Social business 32 | 21.11.2014
  33. 33. Customer service 2.0 33 | 21.11.2014
  34. 34. Customer service 2.0 34 | 21.11.2014
  35. 35. Customer service 2.0 35 | 21.11.2014
  36. 36. Customer service 2.0 36 | 21.11.2014
  37. 37. Customer service 2.0 37 | 21.11.2014
  38. 38. Customer service 2.0 38 | 21.11.2014
  39. 39. Customer service 2.0 39 | 21.11.2014
  40. 40. #7 Organizational 40 | 21.11.2014 design @wadds
  41. 41. Disruptors 41 | 21.11.2014
  42. 42. Specialist team 42 | 21.11.2014
  43. 43. Hub and spoke 43 | 21.11.2014
  44. 44. Social business 44 | 21.11.2014
  45. 45. 45 | 21.11.2014 #7 Planning exercise @wadds
  46. 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. 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. 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. 49. Challenge A travel agent wants to attract people from around the UK to visit Leeds for short breaks. 49 | 21.11.2014
  50. 50. Public relations planning 50 | 21.11.2014 Research Insight Strategy Evaluation Content Creativity Channels
  51. 51. Public relations planning 51 | 21.11.2014 Research Insight Strategy Evaluation Content Creativity Channels
  52. 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. 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. 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. 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. 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. 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. 58 | 21.11.2014 Insight #1 Previous experience greatest influence on future intent Insight #2 Online research and social second greatest influence
  59. 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. 60 | 21.11.2014 Insight #1 How do we get there?
  61. 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. 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. 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. 64. Insight #1 Partnership opportunity 64 | 21.11.2014
  65. 65. 65 | 21.11.2014
  66. 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. 67 | 21.11.2014 Insight #1 Results of limited use. Need to do broader searches
  68. 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. 69. Insight #1 No content of any relevance of use xxxx How xxxx 69 | 21.11.2014
  70. 70. Insight #1 Influencers all Leeds-based 70 | 21.11.2014
  71. 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. 72 | 21.11.2014 Insight #1 Retail content Insight #2 Music events and gigs
  73. 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. 74 | 21.11.2014 Insight #1 Leeds is a destination for music talent
  75. 75. 75 | 21.11.2014 Insight #1 And comedians
  76. 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. 77 | 21.11.2014 Insight #1 Potential public or audience of 80,000 people
  78. 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. 79 | 21.11.2014 Insight #1 Significant community around shopping in the city Insight #2 Culture, traditional media and football key influencers
  80. 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. 81 | 21.11.2014 #1 High profile talent and influencers from Leeds #2 Strong Twitter community in the City
  82. 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. 83 | 21.11.2014
  84. 84. 84 | 21.11.2014 Insight #1 Limited insight above and beyond other tools
  85. 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. 86 | 21.11.2014 Insight #1 Social media activity Insight #2 Authoritative inbound links
  87. 87. 87 | 21.11.2014 Insight #1 Combination of blogs and traditional media
  88. 88. 88 | 21.11.2014 Insight #1 Significant Twitter community
  89. 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. 90. Insight #1 Limited insight. Students and football club key 90 | 21.11.2014 topics
  91. 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. 92 | 21.11.2014 Insight #1 Three of the top five ranked destinations are cinemas or theatres
  93. 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. 94 | 21.11.2014 Insight #1 Female 25 to 39 years-old Insight #3 Deposable income of £125 to £499
  95. 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. 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. 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. 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. 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. 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. 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. 102. Modernizing public 102 | 21.11.2014 relations Including a planning case study Stephen Waddington wadds.co.uk @wadds

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