The Evolution of Digital PR in Retail
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The high street has been hit hard by the digital age. Communicators have subsequently had to diversify their tactics to adapt to these developments. This webinar looks into understanding the impact of your PR strategy in the current retail landscape.
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The Evolution of Digital PR in Retail
- 1. The Evolution of Digital PR in Retail Alistair Wheate October 15th 2014
- 2. About me Alistair Wheate Head of Social Media Insights Email: alistair.wheate@gorkana.com Twitter: @alistairtweet LinkedIn: uk.linkedin.com/in/alistairwheate/ Questions: – In event – through Webinar panel – Post-event – tweet to @Gorkana or @alistairtweet Events contact: events@gorkana.com 1
- 3. Social Media and Reputation in Financial Services Topics covered: • Challenges and opportunities for PR online • How social media monitoring can inform messaging • Tracking influencers and understanding how they relate to each other 2
- 4. POLL QUESTION To what extent does Social Media listening and analysis form a part of your team’s responsibilities? A. Social Media listening and analysis is done by another department B. Social Media listening is done elsewhere but we include social in our PR evaluation C. We do some social media listening in PR but don’t do any social media evaluation or analysis D. We have a social media listening setup for PR and include social media in our PR evaluation 3
- 6. Challenges & Opportunities • 90% of consumers say buying decisions are influenced by online reviews online reviews • 88% say they trust online customer reviews as much as personal recommendations 5 http://blogs.constantcontact.com/fresh-insights/do-customers-trust-online-reviews/ http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations- 195803
- 7. Rapid Changes in Retail “Our customers are embracing new technologies and that in turn is fundamentally changing how they go about their shopping and what they expect of retailers. “In this world of instant access, instant price comparison, instant social reviews, at the heart what we’ve chosen to stand for is trust. It’s the very kernel of the John Lewis brand.” - Marks Lewis, Online Director, John Lewis 6 http://www.retail-week.com/sectors/department-stores/john-lewis-online-boss-more-retail-change- in-next-five-years-than-in-our-generation/5065162.article?blocktitle=More-news-&- analysis&contentID=13146
- 8. Online Plays a Big Role Offline As Well.... 7 John Lewis Retail Report 2014
- 9. Social Media is for Listening • “Social media is not a bullhorn for broadcast but a coffee shop for conversation.” – Kevin Ashton 8 None of the Interbrand Top 100 Brands are in the Twitter Top 100 https://medium.com/@kevin_ashton/social-media- is-for-listening-125283bc4100
- 10. The Listening PR Team 9 SOCIAL MEDIA LISTENING FOR PR MEDIA
- 11. Measures to Include in Reporting In “Traditional” Media Analysis: 1. Proportion of articles referencing Social 2. Sentiment of Social element 10
- 12. Measures to Include in Reporting In “Traditional” Media Analysis: • Proportion of articles referencing Social • Sentiment of Social element 11
- 13. Measures to Include in Reporting In “Traditional” Media Analysis: 1. Proportion of articles referencing Social 2. Sentiment of Social element 3. Categorise by Incident, Review or Reaction 4. Channels Referenced 12
- 14. Measures to Include in Reporting In Social Media Analysis: 1. Prominence of mainstream stories in social 2. Identify key drivers of negative and positive comment 3. ‘Organic’ message penetration 4. Influencer SOV 13
- 15. Influencer Tracking Our Social Media Analysis: • 1700 Fashion and Beauty Bloggers & Vloggers on Twitter • Jul 1st – Sep 30th • Tweet an average of 4.6 times per day 14
- 16. Social Media Celebrities • 6.2m YouTube Subscribers • 3.18m Instagram Followers • 2.37m Twitter Followers BUT Not in the Top 100 most mentioned twitter profiles by Blogger community Only mentioned 849 times out of 867k tweets (<0.1%). Fashion & Beauty bloggers pretty much ignore her. 15
- 17. 16 The most mentioned Fashion & Beauty Bloggers as referenced by other bloggers
- 18. High St Retailers vs Online Retailers 17
- 19. High St Retailers vs Online Retailers 18
- 20. “Brand Friendly” Influencers 19
- 21. “Brand Friendly” Influencers 20
- 22. Top Tips 1. Identify key influencers and focus on them 2. Include social as a dimension within traditional media evaluation 3. Incorporate analysis of reviews and peer recommendations in analysis 21
- 23. Q&A 22
Notes de l'éditeur
- Brand synonymous with ‘organisation’, charity, department etc.
- Mention Events team at events@gorkana.com
- Too big a subject to cover everything. Monitoring trends
- ... For PR in social media http://blogs.constantcontact.com/fresh-insights/do-customers-trust-online-reviews/ stat for positive reviews 86% negative review http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803
- From October 14th - John Lewis online director Mark Lewis said there would be more change in retail in the next three to five years than within our generation.
- http://www.johnlewis.com/inspiration-and-advice/home-garden/jl-retail-report
- Coined the term “the internet of things” Belkin example
- “For PR” -
- “Traditional” here meaning mainstream press: nationals, regionals, magazines, trade titles. Online, offline and broadcast. Key blogs should be included in key title analysis.
- Important to pay attention to as they can have a reputation impact – but often short term. More important to look at lower level, ongoing trends. These underlying perceptions are far more damaging to a brand than one off ‘twitter storms’. Symptomatic of bigger problems.
- 3 – Incident = “I wish we hadn’t done that” category. Can sometimes be positive story too though. “reaction” = comment or response to an announcement or ad. important because it helps understand what is affecting the journalists perception of the brand and what they find interesting in social. 4 – can help indicate new channels that the media are interested in. These may not be big – but perception of a channel’s potential can be part of hype rather than real traction.
- 1. May require manual analysis of a sample.
- Slightly higher than average journalists 4 tweets per day Why Twitter – channels for other networks, e.g. Youtube, blog links, Vines, Instagram, Pinterest and Tumblr
- Zoe Sugg – 24 yo YouTube pinup Done stuff with 1D Who’s the audience?
- Different demographic to Zoella Don’t go for the ‘obvious’ “celebrities” 1 https://twitter.com/zoelondondj 2 https://twitter.com/bigfashionista 3 https://twitter.com/britbeautyblog
- Online ASOS is strongest
- Online ASOS is strongest
- Which authors mention brands the most
- Which authors mention brands the most
- 1 – not to say other audiences aren’t important – but for PRs with limited time and other stakeholder groups to engage with attention needs to be focused. 2