#A4UEXPO

#A4UEXPO

Today’s Sermon

- Why and how campaigns have changed

- The move to new style campaigns

- Why these campaigns work

- Wider benefits of campaigns

- 10 tips to take away and apply

#A4UEXPO

Old School PR

- Circus heritage – hasn’t changed much!

- Historically very press release driven

- SEO was just an afterthought

- Influencers- limited to journalists

- Very beery!

- Fear of social/SEO people “taking” PR budgets

#A4UEXPO

PR Brand Building Gone

Full Circle- 7 years ago = Clients wanted profile & thought leadership

- Then came Google

- Clients wanted authority links from PR campaigns

- Panda + Penguin = brand signals

- Clients back looking for profile & thought leadership

- PRs have had to widen their knowledge base to compete in this modern world

- Socially switched on, SEO savvy

#A4UEXPO

Getting It On…

- PRs had to evolve as the job has evolved

- Need to have social media partnerships

- Need to have video capabilities

- Need to be digitally savvy- knowledge of SEO and presence on social media sites.

#A4UEXPO

Modern PR Toolkit- Media database

- Twitter lists

- Smartphone

- Photoshop

- Final Cut Pro (or similar)

- Dropbox

- Google Trends (identifying stories)

- Google News (piggybacking)

- Statcounter

- Moz/SearchMetrics

#A4UEXPO

Modern Social Toolkit

- Hootsuite

- Radian6/Odimax/StatCounter

- Google News (identify opps)

- Topsy (buzz & reporting)

- Photoshop

- Final Cut Pro or alike

- Twitter lists

- On every platform (if only for land grab and monitoring)

- Moz/SearchMetrics

- Cats and bacon

#A4UEXPO

Observation #1

- Lots of crossover

- Important teams work together to share data/intelligence

- PR/Social/Video all help each other

- PRs bring audience and traffic to vid and social campaigns

- Social and video gives PR something tangible to shout about

- Clients want proof of ROI from all campaigns

#A4UEXPO

The Modern Campaign

- Lateral approach

- Social, video & PR combined

- Need “worldie” ideas – sometimes simplest are the best eg. Confused.com Drink Driver

- Influencer first, no longer an afterthought

- Rigorous analysis (but take accuracy into account)

- £value of traffic

- Statcounter/Analytics

- Wooly reporting (AVE) is dead

#A4UEXPO

Observation #2: Media No Longer The Only Answer

- Where should we be looking to place campaigns?

- Influencers

- Examples:

- SHELTER: Bacon vs Daily Mail

- SHELTER: India Knight vs Indy

- WISH.CO.UK: Simon Pegg

- SUNSHINE.CO.UK: Rylan Clarke

#A4UEXPO

Big Ticket Media Is Losing Influence

- 4 years ago, TechCrunch = 25 write ups, couple of k of uniques.

- NOW: TechCrunch = No wider write ups, 150+ uniques (WOW)

- Daily Mail, Mashable, Buzzfeed, TNW, all waning in terms of direct traffic/impact from articles

- Product campaigns are the last bastion for mainstream media

#A4UEXPO

Defining “Influence”

- Many many scientific thoughts (dull)

- We view influence in a simple way

- If they write/tweet/shout about a client topic, what level of relevant traffic will it bring?

- If high, they be an “influencer”

- Equation (lets get #MATHY):

- RT+80%PTB=INFLUENCER (failed maths GCSE 5 Times)

#A4UEXPO

Why The Reliance On TheTwitter?

- Proven immediate return

- Hot right now (Oreo; more people saw Superbowl reactive than watched the Superbowl)

- Takeaways from #TwitterForGrowth- Brands that use Tw well = far

better ROI than online ind average

- If you capitalise on THAT moment via = amazing return

- Twitter drives media agenda- Daily Mail celeb stories

- Influencer engagement results give you quotes to use on your site

- Less immediate SEO value

#A4UEXPO

How PRs Find Influencers

- Ready built arsenal:- Journalists- Celeb contacts- Twitter (lists/hashtags

#jounrorequest)

- Media databases

- Not as robust methods as social media people

- PRs need to watch and learn how other sectors do this

#A4UEXPO

How Socialeers Find Influencers

- Far more tools to help

- Peerindex, KRED, Klout, Topsy (give starting point, need manually sorting)

- Ready made Twitter lists – Precise, Business Mags for Entrepreneurs etc.

- Mashable “Who to Follow” in different sectors

- Twitter search/hashtags

- Industry advice and information

#A4UEXPO

Once Identified – How To Engage?

- PR skills come in handy

- Don’t try and f*ck on first date

- Wine and dine (introduce yourself)

- Think smart

- Back to ‘wider campaigns’ mantra

- Videos, social widgets, quirky gifts (eg. 10Y postcards)

- Take it OFFLINE (This shit just got real)

#A4UEXPO

What Comes After Twitter?

- Who knows? (not us)

- Emerging channels?

- Twitter is THE conversation platform

- 90% of chat about a TV show takes place on Twitter

- The platform of choice for the second screen generation

- Watch where historic “early adopters are going” Robert Scoble, Tech Journalists

- No indicators that Twitter is heading for fall (Facebook copying)

- Wider platforms are still copying

#A4UEXPO

Lets Look Wider!

- Google +

- Facebook

- Pinterest

- Vine (getting spammy)

- Instagram (particularly video)

- Snapchat (Geordie Shore)

- Tumblr

- Bloggers (still there, but be careful post Penguin 2.0)

- ASMA social networks list - http://www.asocialmediaagency.com/social-networks/

#A4UEXPO

Google+ Case Study #1: Cadbury

- G+ activity connects with over 1.2million

- Share exclusive content on G+ that they won’t find anywhere else

- G+ choc bars and sculpted editions of G+ page

- Hangouts- let people interact with Olympic athletes and chocolate experts

- Promoting Hangouts, Cadbury grew follower base by 150,000

- Page landed on ‘Hot on Google+’ which accelerated growth to 1.2 million followers

#A4UEXPO

Google+ Case Study #2: LateRooms- Quick to embrace and

exploit G+

- Success measured by engagement, not click-throughs. People aren’t on social to book hotels

- Hangouts allow LateRooms to be more than just a faceless brand- customer engagement

- First hangout with Ray Mears- tips for an adventurous short break

- Big believers in content

- Important for SEO- SearchMetrics Ranking

Factors for 2013 has G+ as most important ranking factor

#A4UEXPO

Turning Bad PR into a Positive Campaign: Lynx

- Lynx was featured in Channel 4’s ‘Dogging Tales’ – middle aged man in a cat mask sprays himself with Lynx

- Tells 2.1million viewers that Lynx is a near ‘guarantee’ for a good night’s dogging

- Most tweeted about programme of the year

- Got people talking about it on social, ‘bad’ for Lynx

- Company turned it around and gave it a marketing spin by saying there was no crisis

- 10,000 mentions in two days

#A4UEXPO

Our Examples – We Practice What We

Preach- Right now – 2 weeks in

- Banishbags.co.uk (VERSAPAK)

- Influencer first campaign

- 2 weeks old- Bojo, Ramsey,

multiple entrepreneurs

- Goading tech people

- Then we did PR launch- More traffic from

Tweets- PR far slower burn- (Nicer links from PR

though)

#A4UEXPO

Confused.com – Spotify/Motormate

campaign- Cross platform campaign

- We used Spotify and the Confused.com motormate app to monitor people’s driving

- The aim was to better understand how music affects people whilst driving

- Results were analysed by a psychologist from London Met U

- Campaign gained 42 inbound links in first month

- AOL, Sunday Times, Mashable etc.

#A4UEXPO

Confused.com – Confusing situations

campaign- Cross platform campaign

- Straight launch (Top 10 most confusing situations)

- Personalised videos

- Real-time requests

- Driven by influencer first tactics

- SkyNews, Celebs, Marketing press, national journos

- = Links, buzz, rel traffic

- Most importantly: quotes/sales

#A4UEXPO

PR Skillset Still Needed

- Is your campaign actually interesting?

- ‘Pub Factor’ Would your mates care?

- PR creativity is second to none

- PRs are ruthless chasers- Coverage, links,

goading celebs/influencers

#A4UEXPO

10 RULES OF CRACK CAMPAIGNS!

#A4UEXPO

10 Things You Can Take Away and Use Right Now

10. Fag Packet Content is Dead!

9. Identify what is working in your sector

8. Look for wider opps (celeb tweeters)

7. Use trackable links (bit.ly, Topsy etc)

6. Use Twitter lists (copy existing ones)

5. Topsy: breaking news, be informed

4. Use Video/Social/PR combined

3. Don’t forget PR roots/skills, e.g. PA first

2. Keep up with SEO trends, rel content

1. Don’t be afraid to ask for links

#A4UEXPO

THANKS & QUESTIONS?

CONTACTSandy@10yetis.co.uk @10Yetis

iona@10yetis.co.uk @ionastjoseph+44 (0) 1452 348211

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