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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.
www.internetworldstats.com/top20.htm
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?)
Online PR Digital Bootcamp May 2013
Online PR Digital Bootcamp May 2013
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
Online PR Digital Bootcamp May 2013
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 / topicAcquisition
• 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
eventsPodcasts
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
Online PR Digital Bootcamp May 2013
PR and SEO
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)
Online PR Digital Bootcamp May 2013
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
Online PR Digital Bootcamp May 2013
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
Online PR Digital Bootcamp May 2013
Online PR Digital Bootcamp May 2013
Online PR Digital Bootcamp May 2013
3463 followers
100 followers
2013 Conference booked for 11th July
Imperial War Museum, Duxford
Seventh
^
Thank you

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Online PR Digital Bootcamp May 2013

  • 1. PR IN A DIGITAL AGE Terry Nicklin, KeynotePR Chairman, CIM Cambridgeshire Branch @Terry_N INSIGHTS FOR YOUR ORGANISATION
  • 2. 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
  • 4. UK Access of the Internet
  • 5. 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.
  • 8. 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?)
  • 11. 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
  • 12. 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
  • 13. Citizen journalists: “ ” …the people formerly known as the audience. …simply the public made realer, less fictional, more able, less predictable. Jay Rosen
  • 14. 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."
  • 19. 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
  • 20. Advertising Spend • Advertising UK advertising trend downwards, with online the main exception - TV +16% - Out of home +12% - Internet +11% - Direct mail +7%
  • 21. IAB, Apr 2013 UK Digital Advertising Spend
  • 22. UK Digital Media Mix IAB, Apr 2013
  • 23. Digital Marketing Objectives • Drive visitors to web site • Build interest in content / topicAcquisition • Provoke an action such as: request info., download data, make a purchase Conversion • Build the relationship • Encourage repeat purchase and referral Retention
  • 24. Digital Tools (selection) Web sites SEO PPC E-mail Social media Directories Blogs Online eventsPodcasts Webinars Microsites Intranet Extranet Apps Mobile SMS / MMS QR codes Skype Viral Social bookmarking Video Slideshare
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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.
  • 29. 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
  • 32. Social Media Drives News Traffic Experian Hitwise Proportion of news site traffic driven from social media
  • 34. PR and SEO 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.
  • 37. 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
  • 38. 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)
  • 40. Google Trends (was ‘Insights for Search’)
  • 41. North Face China Flag campaign 2010 http://www.youtube.com/watch?v=i- NYpb4MvF8&feature=player_embedded Campaign Example
  • 42. 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
  • 44. 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
  • 45. “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
  • 47. “Can’t reply properly in 140 chars.” - PMCPA
  • 48. 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
  • 49. 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…
  • 53. 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
  • 55. 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.
  • 58. 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.
  • 60. 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
  • 61. 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
  • 63. Facilitating Dialogue www.shell.com The best PR is a two way dialogue Best practice example: Tell Shell
  • 64. Start with low risk, low effort tools
  • 67. 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
  • 72. 2013 Conference booked for 11th July Imperial War Museum, Duxford Seventh ^