My ticket to a career in marketing, advertising and public relations www.mapexpo.com.au

1. The Many Facets of PR
MAPExpo 2013
Emily Birks, Communications Manager
PayPal Australia, eBay Inc

2. Firstly, let me introduce myself…
Bachelor of
Communications
(Journalism)
8+ years experience in
communications
industry
BMcD – Sophos /
Lexmark
Too many media
releases written and
calls to media made
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3. INDUSTRY EXPERIENCING A PERIOD OF CHANGE
– We are in a digital age
– New era of engagement
– Transformative media
ALWAYS ON COMMUNICATION
– More than ever, communications
needs to change behaviour and
influence decision making.
BRANDS ESTABLISHING OWNED MEDIA
CHANNELS
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4. DEFINING OUR ROLE
What we do is shape opinion…
We do this by being writers, designers, builders
and strategists, conversation-starters,
reputation-guarders and attention getters.
*Weber Shandwick
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5. COMMUNICATIONS – THE HATS…
Vision: Make PayPal an essential tool in Australians’ everyday commercial life.
Mission Statement: Demonstrate how PayPal is shaping the future of money and
retail by enabling anytime, anywhere, any way payments, and evolve perceptions of
PayPal as a trusted and innovative payments enabler amongst consumers, small
businesses and large retailers.
• Opportunistic - Today Tonight, The Project, Morning TV
• Marketing Lever – Integrated Communications
• Strategic – Thought Leadership, Risk, Brand
• Complementary – Vertical strategy, mobile purchasing
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6. LAST WEEK…
?
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7. 1. Content creation

8. WHY IS CONTENT IMPORTANT?
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9. COMPETING FOR ATTENTION AGAINST OTHER
BRANDS, BUT ALSO FRIENDS AND FAMILY
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10. IN THE AGE OF SOCIAL, SMART BRANDS SHOW RATHER
THAN TELL; PROVIDE HELP RATHER THAN HYPE
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11. ROLE OF VIDEO – Comprehension, Personalisation,
Branding, Inspiration
Consumers 3x more
likely to click video
over links
4 hours per week are
spent on mobile
Internet
46% of Internet users
watch brand related
video every week
57% have purchased
as a result of seeing a
product in a video
Video content best
suited to mobile
devices. Most shared
in social media.
Emergence of branded
content movement
from advertising to
storytelling
YouTube is the second
most popular search
engine in Australia.
11m UVs per month.
Animated explainer
videos increase
conversion rates by
20%
Two thirds of the
world’s mobile data
traffic will be mobile by
2016
Video content provides
strong brand uplift and
recall
The number of videos
viewed in AU grew by
20% in 2012 yoy
Visual media is the
most effective
communication format
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12. 2. The power of influence

13. INFLUENCING STAKEHOLDERS
– Responsible for managing reputation
and perception with key stakeholders
– Importance of quality engagement to
influence a specific audience over
quantity
– At eBay Inc we use the leverage of
third party endorsement (media,
influencers, identities) and look for
high value amplification channels
(social, owned properties, media,
conferences, etc) to deliver the
agreed messages to our designated
audience groups with a view to
change behaviour, move perception
or confirm held beliefs.
Mainstream
Technology
Trade
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14. 3. Creative thinking

15. CREATIVE THINKING
Creative business ideas need to tick some of these boxes:
– Be developed with an understanding of the consumer,
category and brand truths
– Be insight led
– Drive conversations amongst target audience
– Create a movement
– Change opinions and behaviours
– Ladder up to a business objective
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16. EXAMPLES OF SUCCESSFUL CREATIVE IDEAS
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17. Importance of integrated
planning and measurement

19. MEASURING OUR IMPACT
Some key measurement pillars we use are:
• Core Business Metrics
• Publishing metrics (owned) – Where it is possible, track
activity following interaction with owned sources (blog post,
Google search, Facebook, YouTube)
• Press Office metrics (earned) – Track earned media
influence, includes traditional measures such as reach and
core message pull through
• Targeted project metrics (e.g., drive registration for X
product) –When activities are targeted - i.e., drive interest and
registration for X product – track web referrals, registrations
and other relevant metrics to determine success
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20. Q&A

21. 5 TIPS FOR STARTING OUT IN OUR INDUSTRY
1.
2.
3.
4.
5.
Be curious
Be active
Be conscious
Develop strong business acumen
Be ready to get your hands dirty
Communications Team Offsite
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22. Thank you
Emily Birks
ebirks@paypal.com