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The Future of Communication
CampaignsCharlotte Speedy & Laurier Nicas
11 November 2010
Who are we?We used to be...
• Charlotte Speedy – who works in the PR team• Laurier Nicas – who works in the digital team
Who are we?Now we...
Both work together to connectpeople to Dogs Trust
We’ll be covering...
The old and the new ways ofcommunicating
How Dogs Trust does it
How YOU can do it
The Old
and The New
NEWS
The line is blurring
SOCIAL MEDIA
Old model• You press release the good news • Request a next day correction for
inaccurate/negative stories or call up the journalist • Online news sites sent the same information as
print titles • 90% focused on communicating with the media to
spread your message
Outdated campaigns• Appeal to mass audience• Often expensive to produce• Only allow one way dialogue • Advertising and PR are separate• Your voice is through a media filter
New model• A regular flow of news and dialogue – by regular we mean
daily• Inaccurate or negative comments online can snowball
quickly – they need to be addressed as soon as possible• Not reliant on a perfectly crafted press release – a picture
or a video is often better than text• Treat everyone online as a potential journalist• More monetisation of news content
Today’s campaigns• Are tailored for narrow target groups• Can be very low cost• Allow interaction and two way dialogue• Are about delivering content when your audience
needs it• Speak directly to the ‘man on the web’ • The media will find you via your social platforms
Your OLD campaign toolbox
TRADITIONALMARKETING & PR
Direct Mail
PressReleases
Video News
Releases Online Media
Centre
Paid for Advertising
Expert Interview
Media Events
Sponsorship
Blogging
Video-Blogging
Podcasting
Social Networking
Message Boards & Forums
Photo Sharing
Webinars
Chat Rooms
Your NEW, updated toolbox
Myth busting
You’ve been warned!Comment from BP Chief Executive, Tony
Hayward during the oil spill debacle:
President Obama’s response:
You’ve been warned!
You’ve been warned!
It’s not all scary
Compare this to David Cameron’s first party conference speech as Prime Minister – just total 666 views
610,000 visits in just 10 days
An astounding 19.2 milliontelevision viewers in 2009
BUT
120 million people watched Susan Boyle’s audition for the show on YouTube in the same year.
Clever advertisingas well as a behindthe scenes viral...
...amplifies the message and gets
people talking!
Myth busting
(Source: pingdom.com)
37
Older than you think!
Fast facts: • Globally 500 million people use Facebook - half
of them are using it every day, for approximately 55+ minutes a day
• Facebook is used in more than 35 different languages and 170 countries and territories
• Women over 55 remain the fastest growing group
Fast facts• Twitter had 105,779,710 registered users
as of April 2010• New users are signing up at the rate of
300,000 per day• In total users are tweeting an average of
55 million tweets a day
Myth busting
Time consuming?• A few minutes in every hour to
monitor activity and respond to questions
• Use free tools to make this easier (Echofon, Twilert, Google Alerts)
• Build this into your daily schedule and routine
Jack from Leeds• PR and Digital departments worked together (and with the centre) to create
two blog posts, two videos, two press releases• Jack was rehomed after 18+ months in kennels, within 3 weeks
Chip van tour
Battery Farmed Dogs
PR Content• Online poll showing how many people would
inadvertently buy a battery farmed puppy• Simple and striking image of egg box• Video content of Chris Laurence showing an
example battery farm pen • Video interview with owner of rescued breeding
bitch
Bonfire Night Blues• Press release with tips and tricks• Online step-by-step YouTube video link to Training and
Behaviour Advisor and vet with a ‘before the day’ and ‘during’ guide- Over 2,000 views in 5 days
• Video works as interview tasterfor TV and radio planners
Christmas cooking• Press release with details of
dangerous foods for a dog at Christmas
• Recipes of safe festive dog treats sent to all TV shows with cookery items
• Online cookery demonstration for YouTube on ‘Channel Paw’
Honours picture gallery
Twibbon, Dogs Trust,& JustGiving
http://twitter.com/twibbon/status/8851013291
http://twitter.com/dogstrust/status/8850734779
www.justgiving.com/Valentines-Twibbon
£6 10% 60p
Results
Get ready to think outside the box…and have fun with it, too!
First steps• Start reading other relevant blogs that you can
comment on, follow, and participate in• Know the spaces where your supporters/audiences
are- be there and be active!• Follow media commentators on Twitter or their social
network pages to know what they are interested in• Realise that it doesn’t happen over night…
BloggingBlogger,
Wordpress
Video-BloggingYouTube,
Vimeo, DailyMotion
Podcasting
Social Networking
Facebook, Bebo,
Myspace
Message Boards & ForumsRegion specific
Photo Sharing
Flickr, Shutterfly
Webinars
Chat Rooms
Remember this?
Hashtags• Journalists in the UK are using the hashtag
#journorequest to help them find facts / stats / case studies for stories
• Follow papers/TV shows to see what their news agenda is and offer comment or an interview
Video footage• People love to have a sneaky peak at what goes
on behind the scenes at an organisation • Day in the life of a member of staff or particular
animal• How to ‘tutorials’ from you as animal experts –
demonstrate your interview potential!• A mobile phone can do the job
Celebrities• Use Twitter to make connections with celebrities,
particularly pet-owning ones. • By holding a simple conversation with them, even just
commenting on how cute their dog is in the picture they’ve tweeted, you’re making the charity known to them
• Build up a rapport so you can ask if they’d be free to come to an event you’re holding, or help publicise a certain dog or story
• Twitter is better than Facebook because celeb accounts are verified
• You can interact directly with a celebrity and bypass their agent so potentially save money
Supporters• You can post appeals for food, volunteers, toys –
anything• You never know who will see it and be able to help• Our Glasgow rehoming centre wanted to create a
more dynamic exercise space for the dogs and appealed online for donations of flower pots, tubes, sand etc
Glasgow Blog
Lobbying• Harnessing supporters online to put pressure on
politicians or councillors – add a simple counter button to register their agreement/disagreement about an issue
• Get their views on new/pending legislation to influence your campaigns
• Post template emails and letters for supporters to pass on
Thank you for listening!
