The Public Relations Show - Stream Three - Technology, platforms and the future of PR

26 NOVEMBER
LONDON

♯ PRSHOW13
Sponsored by Vuelio

Stream three:
technology platforms and the future
of PR
♯ PRSHOW13

Thank you to our
Sponsors and Partners
♯ PRSHOW13

The brand newsroom: A new model
for PR impact
Speaker:
Adam Cranfield, Chief Marketing
Officer, Mynewsdesk

Facilitator:
Elspeth Graham FCIPR,
Commercial Director, CIPR
@elspethCIPR

The Brand
Newsroom:
a new model for
PR impact
Adam Cranfield
Head of Marketing
Mynewsdesk
♯ PRSHOW13

Blog post
Webinar
Event
Video
Themes

White paper
Interview
Comment
Research / survey
Twitter
News release

SEO
Paid search
Distribute via newsroom
Email / newsletter
Themes

Content

3rd party blogs / sites
Twitter
Facebook
LinkedIn
Google+
Target key influencers

Themes

Content

Promote

Measure

Show me the data! Where Big Data
meets PR
Speaker:
Eb Adeyeri, Strategy Director
we are social
@eba
Facilitator:
Alastair McCapra
CEO of CIPR
@CIPR_CEO

SHOW ME THE DATA!!
WHERE ‘BIG DATA’ MEETS
PR
EB ADEYERI - @EBA
STRATEGY DIRECTOR @WEARESOCIAL

WHERE SOCIAL MEDIA MEETS
PR

@EBA

WHERE GAMIFICATION MEETS
PR

@EBA

WHERE GROWTH HACKING
MEETS PR

@EBA

WHERE CONTENT MARKETING
MEETS PR

@EBA

WHERE REAL-TIME
MARKETING MEETS PR

@EBA

WHERE ONLINE ENGAGEMENT
MEETS PR

@EBA

WHERE BLOGGER OUTREACH
MEETS PR

@EBA

WHERE [INSERT WANKY
WORD] MEETS PR

@EBA

WHERE BIG DATA MEETS PR

THIS IS WORTH TAKING A
SERIOUS LOOK AT THOUGH
@EBA

SO WHAT EXACTLY IS

BIG DATA?
@EBA

BIG DATA IS THE TERM
FOR A DATA SET SO
LARGE & COMPLEX, IT
BECOMES TO
DIFFICULT TO PROCESS
USING TRADITIONAL
TOOLS
Source: Wikipedia

WHAT THE F*@K IS A
ZETTABYTE?
=
1,000,000,000,000 GB

@EBA

Tweetable quote:
“Every day, 2.5 billion
gigabytes of data are
created in a variety of
forms” #PRshow

@EBA

Variety
Volume

Velocity

Big
data
@EBA

OK BUT WHAT DOES THAT HAVE TO
DO WITH

PUBLIC
RELATIONS?
@EBA

WHAT EXACTLY IS

PUBLIC
RELATIONS?
@EBA

PUBLIC RELATIONS IS THE DISCIPLINE
WHICH LOOKS AFTER REPUTATION, WITH
THE AIM OF EARNING UNDERSTANDING
AND SUPPORT AND INFLUENCING OPINION
AND BEHAVIOUR. IT IS THE PLANNED AND
SUSTAINED EFFORT TO ESTABLISH AND
MAINTAIN GOODWILL AND MUTUAL
UNDERSTANDING BETWEEN AN
ORGANISATION AND ITS PUBLICS.

Source: CIPR

@EBA

BIG DATA
PUBLIC RELATIONS IS THE DISCIPLINE
OPPORTUNITY
WHICH LOOKS AFTER REPUTATION, WITH
THE AIM OF EARNING UNDERSTANDING
AND SUPPORT AND INFLUENCING OPINION
AND BEHAVIOUR. IT IS THE PLANNED AND
SUSTAINED EFFORT TO ESTABLISH AND
MAINTAIN GOODWILL AND MUTUAL
UNDERSTANDING BETWEEN AN
ORGANISATION AND ITS PUBLICS.

@EBA

COMMUNICATION IS EVOLVING…

@EBA

BIG DATA FOR PR = WHERE
REPUTATION MANAGEMENT
MEETS BUSINESS OUTCOMES

@EBA

8 AWESOME WAYS
YOU CAN WIN AN
ARGUMENT AGAINST
A BIG DATA SKEPTIC
IF YOU WORK IN PR
@EBA

1) HIT THEM
WITH AN
EXAMPLE OF
BIG DATA
COUPLED
WITH
BEHAVIOURAL
DESIGN

bit.ly/Opower

2) EXPLAIN IT IS MORE ABOUT SMART
DATA AT SCALE THAN BIG DATA

bit.ly/obamabigdata

@EBA

3) WOW THEM
WITH THE
POWER OF
INFLUENCER/
ADVOCATE
MAPPING

bit.ly/awedience

@EBA

4) DEMO HOW BIG DATA
HELPS GET UNDER THE SKIN
OF AN ORGANISATION.

5) BRAG ABOUT YOUR
UNDERSTANDING OF MEASURING
SUCCESS WITH IT
@EBA

6) BALANCE OUT YOUR
ARGUMENT BY SHOWING
AN AWARENESS OF THE BIG
DATA PITFALLS

@EBA

BEWARE THE
DARK SIDE OF BIG
DATA

bit.ly/bigdatadarkside

7) TELL THEM
YOU ARE BEST
BUDDIES WITH
THIS GUY
…OR AT LEAST TELL
THEM YOU’VE READ THE
BOOK
…IF NOT, THEN
WATCHED THE FILM

8) TELL
THEM BIG
DATA IS
THE NEW
COCAINE

BIG DATA MAKES YOU FEEL
SMART

@EBA

BIG DATA MAKES YOU FEEL
SEXY

@EBA

BIG DATA MAKES YOU TALK A
LOT

@EBA

SAY
HELLO
TO MY
BIG DATA

@EBA

CONCLUSION
1.

2.
3.

DATA IS CHANGING THE GAME FOR
THE PRACTICE OF REPUTATION
MANAGEMENT
BIG DATA IS NOT A SILVER BULLET
BIG DATA IS HERE TO STAY, SO GET
USED TO IT

@EBA

@EBA
@WEARESOCIAL

TALKTOUS@WEARESOCIA
L.NET
WWW.WEARESOCIAL.NET

On the move: Ensuring your
message gets mobile
Speaker:
Peter Sigrist, Managing Director,
33 Digital
@psigrist
Facilitator:
Sukhjit Grewal, Director of Professional
Development & Membership, CIPR

Peter Sigrist
Managing director
33 Digital

@psigrist

ON THE MOVE: ENSURING YOUR
MESSAGE GETS MOBILE

What I won’t • Mobile phones
cover today

• Mobile apps
• Wearable gadgets
• Location based
services
• Mobile PR 101

Source: http://www.youtube.com/watch?v=VpZmIiIXuZ0

Confession

“

I have no idea what mobile
PR even means.

Agenda

• How I figured out
the difference
mobile technology
will make to our
lives in PR

Convenience

“

If everyone is busy making
everything, how can anyone
perfect anything? We start
to confuse convenience with
joy.
Apple by Design, 2013

Source: http://www.youtube.com/watch?v=VpZmIiIXuZ0

Convenience

Convenience such as
anytime access and
speed of recovery
“was by far the best
predictor across all
information seeking.”
Dervin & Reinhard, 2006

Source: http://www.oclc.org/content/dam/research/publications/library/2011/connaway-lisr.pdf

The 1970s format wars

Sony: Betamax

JVC: VHS

Quasar: Great Time
Machine

Philips: Video 2000

Sanyo: V-Cord

Quality

Content

Price

Recording time

The 1970s format wars

“

The principle factor in the
success of VHS was how
many times you would need
to change the tape.

Source: James Lardner, Fast Forward: Hollywood, the Japanese, and the VCR Wars, 1987

The age of desire

We’re getting close to a science fiction fantasy, where we
believe we are entitled to have everything we desire. This is
a credo that’s taking over in user interface design.

Source: http://books.google.com/ngrams/graph?content=desire+paths&year_start=1988&year_end=2008&corpus=15&smoothing=3&share=

A FLICKR OBSESSION
A search on Flickr for “desire path” reveals the strange
obsession with unplanned paths across lawns and through the
snow, revealing routes of maximal convenience.

Taxonomy of convenience
Six categories of convenience (Yale & Venkatesh, 1986)
How much can a product or
service stop an activity feeling like
a chore?

Avoidance of
unpleasantness

Accessibility

How much a product or service
can be used wherever and
whenever a consumer wants

Portability

Source: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=5956

Time saving/

How enjoyable/creative is the time
spent? How valuable is the time
buying
taken?

Effort saving

How much easier is a task, thanks
to a product or service?

Appropriateness

How much does a product or
service fit a given need?

When
convenience
is in charge
But what happens when
convenience is the only
factor?

When
convenience
is in charge

Convenience alone leads to design of questionable value.
In such cases, the focus has typically been on only one
type of convenience, such as time-saving.

When
convenience
is in charge

You don’t need anyone to tell you that these inventions are
bad. Yet it’s worth considering why. It’s all about affordance.

Affordance

“

The value of a well-designed
object is when it has such a
rich set of affordances that
the people who use it can do
things with it that the
designer never imagined.
Don Norman, 1994

Source: http://www.youtube.com/watch?v=NK1Zb_5VxuM

Affordance
Mini-computer

Facetime
(Hands free)

Watching movies

Long exposure
photography

Stop-motion
videography

Reading the
morning paper

Source: http://humansindesign.com/post/6808883501/why-is-this-iphone-from-studioneat-accessory-awesome

Blinded by novelty

“

It’s easy to be blinded by
novelty. Some things seem
to afford something of value,
but as you did deeper, they
are merely offering a degree
of convenience.

Blinded by novelty

“

You can’t ride a
Segway without
looking like a
“smug dork”
Paul Graham
Y-Combinator

The value of affordance
Risk
Ease Appeal
Convenience

Affordance

CONSIDERING THE
FUTURE OF MOBILE

Mobile
affordance
A non-complete list
of the things a well
designed mobile
device should afford.

• Spontaneous decisions
• Connection to leisure services
• Workplace and productivity
enhancements
• Connections to friends and
colleagues
• Notifications and active life
management
• News and current affairs
• Life-enhancing ideas and inspiration
• Public safety information
• Government and utility services
• Self-tracking and performance
monitoring
• Handiness and comfort

Mobile versus
wearable
Does changing the
context or definition
help? What if we talk
about personal or
wearable computing
instead of mobile
devices? Do we
think of different
affordances?

All of the mobile affordances still
apply, but in addition:
• Invisible and instantaneous
access to information
• Audio and physical inputs and
outputs
• Instant switch between
public/network/private states
• Secret/subtle relationship with
information sources

The affordance conclusion
We’re going more

Source: http://en.wikipedia.org/wiki/James_T._Kirk

Not so much

Source: http://whitemenwearinggoogleglass.tumblr.com/

What does it mean for comms?
Most communications decisions are
still made using the paradigm of:
• mass media
• brand control
• bi-directional relationships

We need are entering the age of peer
to peer relationships, which means:
• information flows fast, free
• the public does the talking
• communicators need a new
language

Mobile-enabled outcomes:
Spontaneous decisions

On-demand connection to
services

Workplace productivity
enhancement

Planning with friends and
colleagues

Staying on top of an active
life

Getting access to the latest
information

Life-enhancing ideas and
inspiration

Public safety information

Government and utility
services

Self-tracking and
performance monitoring

Instant access to
information

Technology has made the following true:
•
•
•
•

developing a web app takes the same time
as writing a press release
half the team should be competent
photographers and 1 in 4 should do video
data is pervasive
people are as likely to browse lifestylebased information sets as they are to read
a newspaper

What does it means for comms?
Skills/knowledge

Impact

• Techniques for
activating peer to
peer comms through
WOM and social

• Measurement
framework

• Data and insights

• Development and
design
• A/B test and learn

• Multi-disciplinary
teams
• Managing with less
control
• Structured for
responsiveness

The journey
What is the journey we need to go
on as clients and agencies?

Learn the
language

Practice the
skills

Test and be
ready to fail

Quantifying success: Social media
measurement
Speaker:
Richard Bagnall MCIPR, Chair,
Social Media Measurement Group
AMEC
@richardbagnall
Facilitator:
Gemma Griffiths MCIPR
Managing Director
The Crowd &I
@GemGriff

Measuring PR
& social media
@richardbagnall
♯ PRSHOW13

SHARE THIS TOO

@richardbagnall

110 YEARS OF CONTENT
EVOLUTION!

A lot has changed

@richardbagnall

PR has changed

@richardbagnall

THE 3 ‘C’s OF CONTENT

CREATED

CURATED

COMMISSIONED
@richardbagnall

CONTENT CHANNELS

PAID

Channels you pay to leverage – paid
search, display ads, sponsored tweets

OWNED

Channels you own and control website, blog, Twitter, Facebook

EARNED Others create the channel – WOM, viral,
proactive Influencer outreach, media
relations

@richardbagnall

CONTENT MARKETING DEFINITION

“Content Marketing is a technique of
creating and distributing relevant and
valuable content to attract, acquire and
engage a clearly defined target
audience – with the objective of driving
profitable customer action.”
The Content Marketing Institute

@richardbagnall

MY DEFINITION OF PR

The purpose of PR is to…
…communicate the right message to the
right target audience……
…at the right time, in the right medium…
…to achieve an objective
e.g. sales, footfall, hits, awareness, improve
reputation, knowledge, share price etc
@richardbagnall

WHAT PRs CAN MEASURE

Outputs, Out-takes and Outcomes

Output

@richardbagnall

Out-take

Outcomes

The Good Old Days

@richardbagnall

THE NEW METRICS

@richardbagnall

Business Goals,
Business Objectives
& Business KPIs
PR Goals, Objectives
& PR KPIs

@richardbagnall

Business Goals

Business Objectives
Social Media Goals
Social Media Objectives
Social Media Strategy
Social Media Tactics

The right tools
& services

@richardbagnall

Exposure

Awareness

Engagement

Knowledge

Influence
Impact
Advocacy

@richardbagnall

Consideration

Preference
Action

AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK
EXPOSURE

PAID

OWNED

EARNED

@richardbagnall

ENGAGEMENT

INFLUENCE

IMPACT

ADVOCACY

AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK
EXPOSURE

PAID

OWNED

EARNED

ENGAGEMENT

INFLUENCE

IMPACT

ADVOCACY

Impressions
Reach
CPM
Active GRPs

Interaction rate
Click-thrus
Time viewing
Completed plays

Purchase
consideration
Change in opinion

Visit website
Attend event
Sales
Download coupon

Mentions in Earned
channel

Unique visitors
Page views
Reach
Impressions
CPM

Return visits
Interaction rate
Duration
Subscriptions
Links

Tell a friend
Change in opinion
Association with
key attributes

Download paper
Download app
Sales
Request info
Cost savings

Recommendations
Ratings

Number of items
Number of
mentions
Number of
Followers
OTS

Comments/post
Shares
RTs/1000 Followers
Number of inbound
links

Purchase
consideration
Tell a friend
Likelihood to
Recommend

Visit store
Attend the event
Sales
Vote for issue

Ratings
Reviews
Recommendations
Recommendations
rate

@richardbagnall

PR Show Take Aways

 Be wary of automation

 Don’t just count what’s easy to count
 Measure what matters
 Think metrics during planning
 Tie measurement to objectives
 Look for the insights
 Use metrics to inspire & inform
 Embrace, don’t fear
@richardbagnall

Please stay in touch…

@richardbagnall
linkedin.com/in/richardbagnall

Bonus Slide:
Finding the influencer

Tomorrow's communicator today: 10
essential skills
Speaker:
Stephen Waddington MCIPR,
European Digital & Social Media Director,
Ketchum
@wadds / KetchumPR
Facilitator:
Alison Steel MCIPR
Director of Marketing and Communications
Kingston University
@Ali92

Stephen
Waddington
@KetchumPR
@CIPR_UK
@wadds
♯ PRSHOW13

Tomorrow’s
Communicator
Today
10 Essential
Skills
♯ PRSHOW13

European
Communication
Monitor

Source: Euprera

#1 An academic
and historical
perspective

#2 Big data, little
data

Google Analytics

#2 Big data, little
data
100
90
80
70
60
50

40
30
20
10
0
16 - 24

25 - 44

45 - 54

55 - 64

65 - 74

European social media adoption by age

Source: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65

#3 Insight and
creativity

Source: Ketchum RISC

#5 Social and
digital

Source: icanhascheezburger.com (via IBM)

#6 Media and
solution
agnostic

Source: Unified Social

#7 Social
sciences

Source: Maslansky & Partners

#8 Understand
how to make
money

# 9 Confident
communicator

Source: Rob Flaherty, PRSA 2012 International Conference

Facebook engagement: What's it
worth to your business?
Speaker:
Katy Robinson
Manager, Co-operative Food social media
channels
@CooperativeFood
Facilitator:
Gemma Griffiths MCIPR
Managing Director
The Crowd &I
@GemGriff

Facebook
engagement:
What’s it worth
to your
business?
@CooperativeFood
♯ PRSHOW13

Agenda

Achieving
ROI

Proving
ROI

@CooperativeFood #PRSHOW13

Achieving ROI
Determine
importance
Acquisitions
• Likes
• Check ins
• Website visits
• Email addresses
Engagement
• Talking about this

• Shares/Likes/Comments of
status updates


Achieving ROI
Calculate value:
Acquisition
A Fan is worth £174 to
company based on:
• Collective product
spending
• Brand loyalty

• Propensity to
recommend
• Media value
• Cost of acquisition
• Brand affinity


200,000 Likes

Achieving ROI
Calculate value:
Acquisition
• Range from average basket
spend and online purchases to a
completely unique figure
• Utilise trackable website links
and Google analytics to track
spend or web visits
• Don’t forget to consider user’s
influence and word of mouth
reach

Number of Likes

• More “Likes” isn’t always better

Interest, Trust, Consideration,
Recommendation, Importance


Achieving ROI
Calculate value:
Engagement
Focus Groups
• Reactively gauge
reactions/opinions of fans
• Proactively conduct
questionnaires
• Targetable by location
• Targetable by likes/interests
using Facebook advertising


Achieving ROI
Calculate value:
Engagement

2012

2013

Customer Relations
• Less resource on phones
Brand recognition/awareness
• Look at the “People talking
about this score” instead of
“Likes” on your page
• Consider how many people are
talking about you on other
channels

Phone calls


Emails

Social media

Achieving ROI
Hints & tips
Advertising
• Essential for reach
Competitions

• Excellent for gathering email
addresses
Vouchers/exclusive offers

• Redeemable coupons
• Incentives


Achieving ROI
Hints & tips

Emticn Interaction Rate
:-)

Emoticons receive 52% ;)
higher interaction rates
<3
• 57% higher like rate
:)
• 33% higher comment
rate
;-)
• 33% higher share rate
:(
Source: Buddy Media analyzed user engagement
from more than 1,800 Facebook Pages from the
world’s largest brands. Data was collected for two
months after all brands were moved to timeline
(April 1 – May 31,2012).

35
38

:-D
:P
:D


50
52
60
60
80
102
138

Achieving ROI
Hints & tips
Remember the call to action!

“Share”

“Comment”

“Like”

7x more likely to share

3.3x more likely to
comment

3x more likes

“winner”

“win”

“giveaway”

68% more interactions



Source: Buddy Media analyzed user engagement from more than 1,800 Facebook Pages from the world’s largest brands.
Data was collected for two months after all brands were moved to timeline (April 1 – May 31,2012).


Achieving ROI
Hints & tips

Graphic from:

@CooperativeFood

#PRSHOW13

Proving ROI
Facebook insights

Good for:
• Top level info about audience
• Post performance (good and
bad)
Not so good for
• Competitor insights
• Conversations about you


Proving ROI
Helpful tools:
Meltwater
Good for:
• Reporting, including
automatic daily email
reports
• Listening to
conversations about you
(not just to you)
• Creating branded tabs


Proving ROI
Helpful tools:
HootSuite
Good for:
• Monitoring owned
channels and trending
topics
• Assigning comments to
other department
• Accountability within
social media team
• Publishing


Proving ROI
Helpful tools
Likealyzer.com
Good for:
• Showcasing areas of your
Facebook page strengths and
weakness
• Highlighting competitor
strengths and weaknesses
• Nice info-graphic style
• FREE


Proving ROI
Compiling
Reports
• Weekly and Monthly
• Use figures like
conversation clouds and
screenshots of positive
and negative comments
• Focus on any activists’
campaigns
• Highlight any change
from previous weeks
• Don’t forget about
earned media


Questions


Bibliography

Cost Per Like: A Subjective Valuation of Your Facebook Fans
http://mashable.com/2013/04/26/facebook-cost-per-like/
Aegis Media Probes the Influence of Facebook
http://adage.com/article/global-news/aegis-media-probes-influence-facebook/244394/
A Facebook cheat sheet for brands
http://www.prdaily.com/Main/Articles/58d0a2c3-1ce5-41e9-bc82-f19e2c18ebd1.aspx#

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