1. 1. CIPR South West Conference 23 October 2013 Stephen Waddington @wadds1 | 22.11.2013
2. 2. It cuts both ways2 | 22.11.2013
3. 3. Twitter shitterSource: Get Shitter 3 | 22.11.2013
4. 4. Coffee and conversations4 | 22.11.2013
5. 5. Social media adoptionSource: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65 5 | 22.11.2013
6. 6. Back to the future6 | 22.11.2013
7. 7. A generational issue 100 90 80 70 60 50 40 30 20 10 0 16 - 2425 - 4445 - 5455 - 64Source: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65 7 | 22.11.201365 - 74
8. 8. Move to mobileSource: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65 8 | 22.11.2013
9. 9. Data: #doodlechartsSource: #doodlechart Pinterest http://wadds.co/17ek9Xe 9 | 22.11.2013
10. 10. Brand Voice10 | 22.11.2013Brand VoiceWhat Audiences Want to Hear, Say, Do & ValueWhat Your Brand Wants to Say, Hear, Do & Value
11. 11. Source: Hugh McLeod, Gaping Void http://wadds.co/17ek9Xe 11 | 22.11.2013
12. 12. Engagement is the only option12 | 22.11.2013
13. 13. Corporate behaviour called outSource: PETA (via YouTube) 13 | 22.11.2013
14. 14. Pissed-off passenger 2.0Source: Disgruntled Passenger 2.0, SimpliFlying 14 | 22.11.2013
15. 15. Fake restaurantSource: TripAdvisor removes fake restaurant, BBC News 15 | 22.11.2013
16. 16. Two-way conversation16 | 22.11.2013
17. 17. The White House as media17 | 22.11.2013
18. 18. Topshit18 | 22.11.2013
19. 19. #AskBG19 | 22.11.2013
20. 20. Managing #BrandVandals20 | 22.11.2013
21. 21. So-called revolutionsSource: Open Democracy (via Flickr) 21 | 22.11.2013
22. 22. Real life public relationsLIFECYCLE WITHOUT SOCIAL MOMENTUMCAMPAIGNCAMPAIGNEMBRACETALKENERGISECAMPAIGNSUPPORTLISTEN22 | 22.11.2013
23. 23. Planning modelListenStrategyContentChannelsEngagementEvaluationWeb analytics Web research Search insight Social networks Conversation InfluencersDefine goals and objectives Devise means of motivation and engagementFormat Function Content optimisationFacebook Twitter LinkedIn Google+Community management Campaign lifecycle Social lifecycleSMART Objectives The Barcelona Principles Valid Metrics23 | 22.11.2013
24. 24. Evolution of public relationsSource: Ivy Lees Pennsylvania Railroad press release (via Wikipeda) 24 | 22.11.2013
25. 25. Evolution of public relationsMedia relations25 | 22.11.2013Influencer relationsCommunitySocial Business
26. 26. The Fifth Estate26 | 22.11.2013
27. 27. Participation27 | 22.11.2013
28. 28. Quantified self: body mediaSource: Bionic.ly Tracking technology with health, fitness and well-being 28 | 22.11.2013
29. 29. Future of our profession 1.001.502.002.503.003.50Delivering messages via the social web53.5%3.46Knowing about social media trends50.9%3.45Developing social media strategies44.0%Evaluating social media activities39.1%3.12Knowing how to avoid risks and handle 38.9%4.003.093.25Setting up social media platforms36.4%2.99Managing online communities35.4%3.00Knowing the legal framework for social media31.5%2.86Initiating web-based dialogues with stakeholders29.2%2.82very low 0Communication professionals with high capabilitiesSource: Ketchum European Communication Monitor 2013 29 | 22.11.20130.5 3.00very highMean rating of capabilities (scale 1-5)
30. 30. #BrandVandals wadds.co.uk stephen.waddington@ketchum.com @wadds +44 (0) 7771 85140730 | 22.11.2013