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A PR planning exercise using free tools

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This is a public relations planning exercise exploring how to get more people to visit Newcastle for short breaks from around the UK. The session investigates the size of the potential audience and their motivation.

The deck was developed for a lecture to public relations students at the University of Newcastle.

Disclaimer: 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.

Published in: Business
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A PR planning exercise using free tools

  1. 1. 1 | 12.03.20151 | 12.03.2015 Public relations planning exercise How do we get people to visit Newcastle? Stephen Waddington Visiting Professor, Newcastle University wadds.co.uk @wadds
  2. 2. 2 | 12.03.2015 How to get people to visit Newcastle?
  3. 3. 3 | 12.03.2015 Media relations Influencer relations Brands as media Community management Social Business PR engagement roadmap
  4. 4. 4 | 12.03.2015 Mapping workflow Workflow Publicity / media Planning Insights Management Content Channel Monitoring Analytics Branded / owned Influencer relations Community
  5. 5. 5 | 12.03.2015 Introducing #PRstack
  6. 6. 6 | 12.03.2015 #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?
  7. 7. 7 | 12.03.2015 #PRtoolbox This is a public relations planning exercise using data and tools to identify a public (or audience to use marketing speak) 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.
  8. 8. 8 | 12.03.2015 #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.
  9. 9. 9 | 12.03.2015 Challenge A travel agent wants to attract people from around the UK to visit Newcastle for short breaks.
  10. 10. 10 | 12.03.2015 Public relations planning Research Insight Strategy CreativityContent Channels Evaluation
  11. 11. 11 | 12.03.2015 Public relations planning Research Insight Strategy CreativityContent Channels Evaluation
  12. 12. 12 | 12.03.2015 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 #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
  13. 13. 13 | 12.03.2015 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.
  14. 14. 14 | 12.03.2015 #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 3. Compare results with different markets, such as US
  15. 15. 15 | 12.03.2015 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
  16. 16. 16 | 12.03.2015 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
  17. 17. 17 | 12.03.2015 #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 3. Compare the influence of different forms of media on the customer journey
  18. 18. 18 | 12.03.2015 Insight #1 Previous experience greatest influence on future intent Insight #2 Online research and social second greatest influence
  19. 19. 19 | 12.03.2015 #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
  20. 20. 20 | 12.03.2015 Insight #1 How do we get there and what is there to do? Insight #2 Football and travel
  21. 21. 21 | 12.03.2015 #4 Google AdWords Keyword Planner Google AdWords Keyword Planner shows 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
  22. 22. 22 | 12.03.2015 Insight #1 Search volumes are a proxy for buying intention Insight #2 Accommodation, spa and cost Insight #3 Families, young people, male and female, 18 to 40+
  23. 23. 23 | 12.03.2015 Insight #1 Search volumes are a proxy for buying intention Insight #2 Accommodation, spa and cost Insight #3 Families, young people, male and female, 18 to 40+
  24. 24. 24 | 12.03.2015 #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
  25. 25. 25 | 12.03.2015 Insight #1 Partnership opportunity Insight #2 University and football
  26. 26. 26 | 12.03.2015
  27. 27. 27 | 12.03.2015 #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.
  28. 28. 28 | 12.03.2015
  29. 29. 29 | 12.03.2015 Newcastle pubs with accommodation Newcastle hotels with spa facilities Newcastle hotels with gym Newcastle twinned with Newcastle hotels with jacuzzi in room Newcastle accommodation with spa Newcastle hotels with hot tub in room Newcastle hotels with spa Newcastle hotels with parking Newcastle hotels with swimming pool Newcastle with toddlers Insight #1 Where to stay, and what we want?
  30. 30. 30 | 12.03.2015 Newcastle for stag weekend Newcastle for a stag Newcastle for a night out Newcastle for hen weekend Newcastle for sale house Newcastle for your eyes only Newcastle for nye Newcastle for couples Newcastle for weekend Newcastle for families Newcastle for new years eve Newcastle for shopping Newcastle for toddlers Newcastle for students Newcastle for new year Newcastle for rent Newcastle for sale Newcastle for intermediaries Insight #2 Motivation
  31. 31. 31 | 12.03.2015 #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 Newcastle 2. View results by top content and top influencers
  32. 32. 32 | 12.03.2015 xxxx How xxxx Insight #1 No content of any relevance of use
  33. 33. 33 | 12.03.2015 Insight #2 Influencers all Newcastle-based
  34. 34. 34 | 12.03.2015 #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 for indication of culture and society
  35. 35. 35 | 12.03.2015 Insight #1 Landscape Insight #2 Music events and gigs Insight #3 Retail
  36. 36. 36 | 12.03.2015 #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 Newcastle 2. Page through the results looking for interesting people
  37. 37. 37 | 12.03.2015 Insight #1 Football, media and bloggers
  38. 38. 38 | 12.03.2015 #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
  39. 39. 39 | 12.03.2015 Insight #1 Potential public or audience of 1.2m people
  40. 40. 40 | 12.03.2015 #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
  41. 41. 41 | 12.03.2015 Insight #2 Strong Twitter community
  42. 42. 42 | 12.03.2015 Insight #2 Football, university and airport
  43. 43. 43 | 12.03.2015 #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
  44. 44. 44 | 12.03.2015 #2 High profile talent and influencers from Newcastle #1 Strong Twitter community in the City
  45. 45. 45 | 12.03.2015 #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
  46. 46. 46 | 12.03.2015
  47. 47. 47 | 12.03.2015 Insight #1 Limited insight above and beyond other tools
  48. 48. 48 | 12.03.2015
  49. 49. 49 | 12.03.2015 #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
  50. 50. 50 | 12.03.2015 Insight #1 Social media activity Insight #2 Authoritative inbound links
  51. 51. 51 | 12.03.2015 Insight #1 Combination of blogs and traditional media
  52. 52. 52 | 12.03.2015 Insight #1 Significant Twitter community
  53. 53. 53 | 12.03.2015 #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
  54. 54. 54 | 12.03.2015 Insight #1 Limited insight. Airports, students and football club key topics
  55. 55. 55 | 12.03.2015 #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
  56. 56. 56 | 12.03.2015 Insight #1 Locations are half of top properties
  57. 57. 57 | 12.03.2015 #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
  58. 58. 58 | 12.03.2015 Insight #1 Female 25 to 39 years-old Insight #2 Disposable income of £125 to £499
  59. 59. 59 | 12.03.2015 Insight #1 Digital native
  60. 60. 60 | 12.03.2015 #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
  61. 61. 61 | 12.03.2015 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
  62. 62. 62 | 12.03.2015 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
  63. 63. 63 | 12.03.2015 Research Summary 1 1. The market for staycations is 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 Newcastle experience (various)  How to get there, where to stay  Football and landscape  Universities, student population
  64. 64. 64 | 12.03.2015 Research Summary 2 5. Potential Facebook audience of around 1.2 million people (age: 18-40, interest: travel and behaviour: freq. travel) (Facebook) 6. January, July and August are peak periods for short breaks to Newcastle (Google) 7. Newcastle/Gateshead could be a potential partnership opportunity (Various) 8. Active Twitter community. Key influencers: airport, NUFC and Newcastle University
  65. 65. 65 | 12.03.2015 Thank you
  66. 66. 66 | 12.03.201566 | 12.03.2015 Public relations planning exercise How do we get people to visit Newcastle? Stephen Waddington Visiting Professor, Newcastle University wadds.co.uk @wadds

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