1. #A4UEXPO

2. #A4UEXPO
Today‟s Sermon
- Why and how campaigns
have changed
- The move to new style
campaigns
- Why these campaigns work
- Wider benefits of campaigns
- 10 tips to take away and
apply

3. #A4UEXPO
Old School PR
- Circus heritage –
hasn‟tchanged much!
- Historically very press
release driven
- SEO was just an afterthought
- Influencers- limited to
journalists
- Very beery!
- Fear of social/SEOpeople
“taking” PR budgets

4. #A4UEXPO
PR Brand Building
Gone Full Circle
- 7 years ago = Clients wanted
profile & thought leadership
- Then came Google
- Clients wanted authority links
from PR campaigns
- Panda + Penguin = brand
signals
- Clients back looking for
profile & thought leadership
- PRs have had to widen their
knowledge base to compete
in this modern world
- Socially switched on, SEO
savvy

5. #A4UEXPO
Getting It On…
- PRs had to evolve as the job
has evolved
- Need to have social media
partnerships
- Need to have video
capabilities
- Need to be digitally savvy-
knowledge of SEO and
presence on social media
sites.

6. #A4UEXPO
Modern PR Toolkit
- Media database
- Twitter lists
- Smartphone
- Photoshop
- Final Cut Pro (orsimilar)
- Dropbox
- Google Trends (identifying
stories)
- Google News (piggybacking)
- Statcounter
- Moz/SearchMetrics

7. #A4UEXPO
Modern Social Toolkit
- Hootsuite
- Radian6/Odimax/StatCounter
- Google News (identify opps)
- Topsy (buzz & reporting)
- Photoshop
- Final Cut Pro or alike
- Twitter lists
- On every platform (if only for land
grab and monitoring)
- Moz/SearchMetrics
- Cats and bacon

8. #A4UEXPO
Observation #1
- Lots of crossover
- Important teams work together
to share data/intelligence
- PR/Social/Video all help each
other
- PRs bring audience and traffic to
vid and social campaigns
- Social and video gives PR
something tangible to shout
about
- Clients want proof of ROI from all
campaigns

9. #A4UEXPO
The Modern Campaign
- Lateral approach
- Social, video & PR combined
- Need “worldie” ideas –
sometimes simplest are the best
eg. Confused.com Drink Driver
- Influencer first, no longer an
afterthought
- Rigorous analysis (but take
accuracy into account)
- £value of traffic
- Statcounter/Analytics
- Wooly reporting (AVE) is dead

10. #A4UEXPO
Observation #2: Media No
Longer The Only Answer
- Where should we be looking to
place campaigns?
- Influencers
- Examples:
- SHELTER: Bacon vs Daily Mail
- SHELTER: India Knight vs Indy
- WISH.CO.UK: Simon Pegg
- SUNSHINE.CO.UK:Rylan
Clarke

11. #A4UEXPO
Big Ticket Media Is Losing
Influence
- 4 years ago, TechCrunch=
25write ups, couple of k of
uniques.
- NOW: TechCrunch= No wider
write ups, 150+uniques(WOW)
- Daily Mail, Mashable, Buzzfeed,
TNW, all waning in terms of
direct traffic/impact from
articles
- Product campaigns are the last
bastion for mainstream media

12. #A4UEXPO
Defining “Influence”
- Many many scientific thoughts
(dull)
- We view influence in a simple
way
- If they write/tweet/shout about a
client topic, what level of relevant
traffic will it bring?
- If high, they be an “influencer”
- Equation (lets get #MATHY):
- RT+80%PTB=INFLUENCER
(failed maths GCSE 5 Times)

13. #A4UEXPO
Why The Reliance On The
Twitter?
- Proven immediate return
- Hot right now (Oreo; more people
saw Superbowlreactive than watched
theSuperbowl)
- Takeaways from #TwitterForGrowth
- Brands that use Tw well = far
better ROI than online ind
average
- If you capitalise on THAT
moment via = amazing return
- Twitter drives media agenda
- Daily Mail celeb stories
- Influencer engagement results give
you quotes to use on your site
- Less immediate SEO value

14. #A4UEXPO
How PRs Find Influencers
- Ready built arsenal:
- Journalists
- Celeb contacts
- Twitter (lists/hashtags
#jounrorequest)
- Media databases
- Not as robust methods as social
media people
- PRs need to watch and learn how
other sectors do this

15. #A4UEXPO
How Socialeers Find
Influencers
- Far more tools to help
- Peerindex, KRED, Klout, Topsy
(give starting point, need
manually sorting)
- Ready made Twitter lists –
Precise, Business Mags for
Entrepreneurs etc.
- Mashable “Who to Follow”in
different sectors
- Twitter search/hashtags
- Industry advice and information

16. #A4UEXPO
Once Identified – How To
Engage?
- PR skills come in handy
- Don‟t try and f*ck on first date
- Wine and dine (introduce
yourself)
- Think smart
- Back to „wider campaigns‟
mantra
- Videos, social widgets, quirky
gifts (eg. 10Ypostcards)
- Take it OFFLINE (This shit just
got real)

17. #A4UEXPO
What Comes After Twitter?
- Who knows? (not us)
- Emerging channels?
- Twitter is THE conversation
platform
- 90% of chat about a TV show
takes place on Twitter
- The platform of choice for the
second screen generation
- Watch where historic “early
adopters are going” Robert
Scoble, Tech Journalists
- No indicators that Twitter is
heading for fall (Facebook
copying)
- Wider platforms are still copying

18. #A4UEXPO
Lets Look Wider!
- Google +
- Facebook
- Pinterest
- Vine (getting spammy)
- Instagram(particularly video)
- Snapchat (Geordie Shore)
- Tumblr
- Bloggers (still there, but be
careful post Penguin 2.0)
- ASMA social networks list -
http://www.asocialmediaagency.
com/social-networks/

19. #A4UEXPO
Google+ Case Study #1: Cadbury
- G+ activity connects with over
1.2million
- Share exclusive content on G+
that they won‟t find anywhere
else
- G+ choc bars and sculpted
editions of G+ page
- Hangouts- let people interact
with Olympic athletes and
chocolate experts
- Promoting Hangouts, Cadbury
grew follower base by 150,000
- Page landed on „Hot on Google+‟
which accelerated growth to 1.2
million followers

20. #A4UEXPO
Google+ Case Study #2:LateRooms
- Quick to embrace and exploit G+
- Success measured by
engagement, not click-throughs.
People aren‟t on social to book
hotels
- Hangouts allow LateRooms to be
more than just a faceless brand-
customer engagement
- First hangout with Ray Mears-
tips for an adventurous short
break
- Big believers in content
- Important for SEO
- SearchMetrics Ranking
Factors for 2013 has G+ as
most important ranking
factor

21. #A4UEXPO
Turning Bad PR into a Positive
Campaign: Lynx
- Lynx was featured in Channel 4‟s
„Dogging Tales‟ – middle aged
man in a cat mask sprays himself
with Lynx
- Tells 2.1million viewers that Lynx
is a near „guarantee‟ for a good
night‟s dogging
- Most tweeted about programme
of the year
- Got people talking about it on
social, „bad‟ for Lynx
- Company turned it around and
gave it a marketing spin by
saying there was no crisis
- 10,000 mentions in two days

22. #A4UEXPO
Our Examples – We Practice
What We Preach
- Right now – 2 weeks in
- Banishbags.co.uk(VERSAPAK
)
- Influencer first campaign
- 2 weeks old
- Bojo, Ramsey, multiple
entrepreneurs
- Goading tech people
- Then we did PR launch
- More traffic from Tweets
- PR far slower burn
- (Nicer links from PR
though)

23. #A4UEXPO
Confused.com –
Spotify/Motormate
campaign
- Cross platform campaign
- We used Spotify and the
Confused.commotormate app
to monitor people‟s driving
- The aim was to better
understand how music affects
people whilst driving
- Results were analysed by a
psychologist from London Met
U
- Campaign gained 42 inbound
links in first month
- AOL, Sunday Times, Mashable
etc.

24. #A4UEXPO
Confused.com – Confusing
situations campaign
- Cross platform campaign
- Straight launch (Top 10 most
confusing situations)
- Personalised videos
- Real-time requests
- Driven by influencer first
tactics
- SkyNews, Celebs, Marketing
press, national journos
- = Links, buzz, rel traffic
- Most importantly: quotes/sales

25. #A4UEXPO
PR Skillset Still Needed
- Is your campaign actually
interesting?
- „Pub Factor‟ Would your mates
care?
- PR creativity is second to none
- PRs are ruthless chasers
- Coverage, links, goading
celebs/influencers

26. #A4UEXPO
10 RULES OF CRACK CAMPAIGNS!

27. #A4UEXPO
10 Things You Can Take Away and Use Right Now
10. Fag Packet Content is Dead!
9. Identify what is working in your sector
8. Look for wider opps (celeb tweeters)
7. Use trackable links (bit.ly, Topsyetc)
6. Use Twitter lists (copy existing ones)
5. Topsy: breaking news, be informed
4. Use Video/Social/PR combined
3. Don‟t forget PR roots/skills, e.g. PA first
2. Keep up with SEO trends, rel content
1. Don‟t be afraid to ask for links

28. #A4UEXPO
THANKS & QUESTIONS?
CONTACTS
andy@10yetis.co.uk @10Yetis
iona@10yetis.co.uk@ionastjoseph
+44 (0) 1452 348211
www.10YETIS.CO.UK