PR IN A DIGITAL AGE

Terry Nicklin,

KeynotePR

Chairman, CIM Cambridgeshire Branch

@Terry_N

INSIGHTS FOR YOUR ORGANISATION

Terry Nicklin BSc DipM MBA FCIM FCMC Chartered Marketer

Who Am I?

Technology Marketing Consultant in private and public sectors

Background in engineering, technology and professional services

Chartered Institute of Marketing

Chairman 2008/13 Cambridgeshire Branch Organiser – Digital Marketing Conference 2007/13 Judge - East of England Marketing Awards - YE Marketing awards

KeynotePR Ltd

Communications, Marketing and PR for Business • Press relations • Presentation support • Web content • Crisis communications • Skills development • Reputation management

Principal Tutor - 10 years Course Director for CAM Course Director for Digital Programme • Marketing Communications • E-marketing • Relationship Marketing • Marketing for Technology Companies • Stakeholder Marketing

Cambridge Marketing Colleges

UK Internet Usage

ONS, Nov 2012

UK Access of the Internet

Sources: http://www.pingdom.com/ http://www.radicati.com/

Web Statistics

634 million – Number of websites (December). 51 million – Number of websites added during the year. 43% – Share of the top 1 million websites that are hosted in the U.S. 48% – Share of the the top 100 blogs that run WordPress. 75% – Share of the top 10,000 websites that are served by open source software. 87.8 million – Number of Tumblr blogs . 17.8 billion – Number of page views for Tumblr. 59.4 million – Number of WordPress sites around the world. 3.5 billion – Number of webpages run by WordPress viewed each month. 37 billion – Number of pageviews for Reddit.com in 2012. 35% – The average web page became this much larger during 2012. 4% – The average web page became this much slower to load during 2012. 191 million – Number of visitors to Google Sites, the number 1 web property in the U.S. in November.

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UK Online Sales

ONS, Jan 2013

The ‘Digital Difference’

Digital PR is…

Easier

Faster

Cheaper

More measurable

More democratic

More global

! Less controlled

! Permanent

! Subject to the same laws

! (or is it?)

Traditional marketing: Interrupting people's daily lives with messages about what to buy, to think or to feel. Campaigns of influence, dictated by the available spend, trying to set the agenda for any chosen "target audience". It's not that people are switching off from marketing, it's that they are taking it into their own hands. Today: Super-connected citizens dictate the agenda, they don't follow it. Consumers no longer ask "What do you have to say to me?" but "What can you do for me?“ The successful organisation will listen and learn in real-time. Digital product will emerge as the output - placing technology at the core to create innovative tools that make a tangible difference to consumers' lives.

The New Landscape

Digital PR

Key differences online:

Audience connected to the organisation

Audience members connected to each other

Audience has access to other information

Audiences pull information

Citizen journalists:

“ ” …the people formerly known as the audience.

…simply the public made realer, less fictional,

more able, less predictable.

Jay Rosen

Everyone a Publisher NeverSeconds One primary school pupil's daily dose of school dinners.

• Publicity caused by the ban helped the schoolgirl smash through her £7,000 fundraising target for the Mary's Meals charity - with total pledges of more than £30,000 being made by Friday afternoon.

• Martha Payne, 9, from Argyll began publishing photographs of her Lochgilphead Primary School lunches on Monday 30 April 2012.

• She quickly recorded more than three million hits on her NeverSeconds blog.

• Argyll and Bute Council imposed a ban after the Daily Record newspaper published a photograph of Martha alongside chef Nick Nairn under the headline "Time to fire the dinner ladies."

Global Information Availability

Timescape

Source: IPA

A ‘Media Neutral’ Approach

UK Marketing Spend 2012

‘Main media’ 27.1% Direct Marketing 25.3% Internet 11.7% Sales Promotion 9.6% Other 3.5% PR 8.7% Events 8.3% Market research 5.8%

Bellwether survey

Advertising Spend

• Advertising UK advertising trend downwards,

with online the main exception - TV +16%

- Out of home +12%

- Internet +11%

- Direct mail +7%

IAB, Apr 2013

UK Digital Advertising Spend

UK Digital Media Mix IAB, Apr 2013

Digital Marketing Objectives

• Drive visitors to web site

• Build interest in content / topic Acquisition

• Provoke an action such as: request info., download data, make a purchase

Conversion

• Build the relationship

• Encourage repeat purchase and referral

Retention

Digital Tools (selection)

Web sites SEO

PPC

E-mail

Social media

Directories

Blogs

Online events Podcasts

Webinars Microsites

Intranet

Extranet

Apps

Mobile SMS / MMS

QR codes

Skype

Viral

Social bookmarking

Video

Slideshare

BOUGHT

MEDIA

OWNED

MEDIA

EARNED

MEDIA

growth in the converged area

• web sites

• blogs

• co. LI page

• press coverage

• viral

• social media

• adverts

• sponsorship

• PPC

Online Public Relations

Redistribution (wire) services e.g. www.businesswire.com,

M2 Presswire, www.prweb.com.

Bloggers and blog sites: www.technorati.com, Klout,

PeerIndex

Search engine friendly content

Virtual press kits

Campaign management tools: DWPub, Vocus, Cision

Social media to draw attention and encourage syndication

Good PR today is about managing brand reputation online

Multiple tools available

Digital PR Tools

Online editorial

Mainstream and niche

publications

Blogs and micro-blogs

User-generated content

e-Zines and e-Newsletters

Virals

Online sponsorship

Discussion forums

Podcasts and vodcasts

Social media

Social networks

Social bookmarks

Wikis

Link building

SEO and PPC

Leveraging the network effect of the Internet

Online PR

Which newspapers had been the most prolific tweeters over the three months to Sep 11? The Guardian - 30,297 journalist tweets The Independent - 14,786 The Daily Telegraph - 14,377 The Times -13,540 The Sun - 10,067

2011 - Journalists tweeted vigorously about the News of the World’s alleged wrongdoings, with ‘Hackgate’ – the summer’s most popular topic – generating a whopping 62,208 tweets.

Journalists use social media:

• For networking and identifying sources

• Monitoring and participating in debate

• Identification, curation and verification of

material

• Real-time publishing or blogging

Social Media

News Release

Multimedia News Release

PR Newswire

Social Media Drives News Traffic

Experian Hitwise

Proportion of news site traffic driven from social media

PR and SEO

The Freshness update Nov 2011 emphasizing results to sites

that contain more recent content.

The Page Layout update Jan 2012 started analyzing the

amount of advertising content that shows above-the-fold.

Google Search + Your World Jan 2012 integration of

Google+ personalization and the addition of the +1 in search

results.

Google’s Venice update Feb 2012 started adding relevant

local results into searches based on a searcher’s IP location

even if the keyword searched did not contain local keywords.

Google Places May 2012 pages were replaced with Google+

Local pages.

Panda Feb 11 Intended to surface sites with relevant, unique

and fresh content, as well as those with high

quality, natural links.

Penguin Apr 12

Gave lower rankings for sites that engage in web

spam tactics like domain name keyword stuffing,

cloaking (serving content to users that is

different from what a search engine crawler

would see), and sites burdened with unnatural

(spun) language.

Curation

Curation

Average PageRank of an author’s content Average number of +1s and Google+ shares the author’s content receives The number of Google+ circles an author is in Reciprocal connections to other high AuthorRank authors Number and authority of sites an author’s content has been published to The engagement level of an author’s native Google+ content (i.e., posts to Google+) The level of on-site engagement for an author’s content (i.e. comments and author’s responses to comments) Outside authority indicators (e.g., the presence of a Wikipedia page) YouTube subscribers Any number of importance/authority metrics on social networks (Twitter, Quora, LinkedIn) Real world authority indicators like published works on Google Books or Google Scholar

Likely Factors Google Will Use to Create AuthorRank

Mike Ameson, SEOmoz

Monitoring Tools

Google Alerts

Google Analytics

Google Reader (retiring July 1st).

Use RSS Reader, or switch on in Outlook!

Twilert, Tweetbeep

Technorati, Google Blog Search (until May 2014)

Google Trends (was ‘Insights for Search’)

North Face China Flag campaign 2010

http://www.youtube.com/watch?v=i-NYpb4MvF8&feature=player_embedded

Campaign Example

Roles of Social Media

Listening

Engaging

Showing an authentic face

Informing

Giving

Educating

Syndicating content

Building relationships

Reminding

Important to start here

Look for where you can add maximum value Adopt lower risk activities first

Social Media Explained

Twitter – I’m eating a #doughnut

Facebook – I like doughnuts

FourSquare – This is where I eat doughnuts

Instagram – Here is a vintage pic of my doughnut

YouTube – Here I am eating a doughnut

LinkedIn – My skills include doughnut eating

Pinterest – Here’s a doughnut recipe

LastFM – Now listening to doughnuts

Google+ – I’m a Google employee who eats doughnuts

“A tipping point has been reached…where people across the NHS are recognising that the positive benefits of social media far outweigh the risks”

Dean Royles, Director, NHS Employers Assocn. Jan 2013

NHS Backs Use of Social Media

Pinterest

“Can’t reply properly in 140 chars.” - PMCPA

The Revolution Grand Prix, which

recognises the best digital work

across all disciplines, went to Bayer

Schering Pharma and Profero for

their In-Bed campaign, which

aimed to address the sensitive

subject of erectile dysfunction.

www.in-bed.info Bayer

Success for Bayer

Apr 2010

The PMCPA ruled that Bayer had brought "discredit" and reduced confidence in the drugs industry after it tweeted the launch of two drugs – Levitra, an erectile dysfunction drug, and Sativex, a cannabis-based painkiller used for the treatment of multiple sclerosis. Some of Bayer's approximately 500 UK and Ireland followers are members of the public.

Bayer / Twitter

Aug 2011

but…

Bayer on Twitter today

Blogging

Business Blogging

High quality membership: 54% of LinkedIn users are on £30K+ salaries, while around one-third earn more than £50k Generally better educated than the average website visitor · 35-49-year-olds use LinkedIn 19% more than they use the average website · Almost 25% of LinkedIn visitors check in at least 30 times per month · Half (51%) of LinkedIn users visit at least once per month Quantcast Dec 2012

LinkedIn

Twitter

2%

CEOs on Twitter

Weber Shandwick

Marketing Week, Jan 2013

Just 2% of CEOs from Fortune Magazine's Global 500 has a noticeable presence on Twitter.

They are believed to be put off put off by having their comments criticised and shared.

Reputation Management

Search Engine Performance

Dell claims it made $6.5m in under six months from its usage of Twitter.

DellOutlet profile has almost 1.5 million followers, which Dell uses as a viral system; discount offers are posted daily.

Supporting Tools

Crisis Communications

Include the Internet in your crisis planning

Agree responsibilities, incl. out of hours

Use website as tool to publicise to media and other

stakeholders your version of events

Rapidly updated

Reduces calls to press office

Public e-mail enquiry line

Monitor discussion groups/social media

Crisis Communications

January 2013

CEOs avoid social media

Zeno Group

As a result, they:

British organisations fare little

better.

Research shows that 30% of

companies do not know how to

include social media in a crisis

management plan.

• risk serious reputational damage

B2B businesses only respond to

online crises 43% of the time

(B2C 63%).

B2B companies are twice as likely

to avoid addressing digital

reputational issues entirely

CEOs do not consider the reputation

their company has on social media

when making decisions.

• miss out on important stakeholder feedback

Crisis Communications

Facilitating Dialogue

www.shell.com

The best PR is a two way dialogue

Best practice example: Tell Shell

Start with low risk, low effort tools

augmented reality

social media

web site

SEO

PPC

SMS

blogs

webinars

podcasts

news

e-commerce

apps

research

affiliates

e-mail

widgets

analytics

augmented reality

web site

social media analytics

PPC

SMS

blogs

webinars

podcasts

news

e-commerce

apps

research

affiliates

e-mail

widgets

SEO

Measuring Value in Social Media

Social Media Metrics

Traffic

Interaction

Sales

Leads

Search Marketing

Brand Metrics

PR

Customer Engagement

Retention

Profits source - e-Consultancy.com, August 2012

3463 followers

100 followers

2013 Conference booked for 11th July

Imperial War Museum, Duxford

Seventh

^

Thank you