CIPR South West Conference 2014 Speaker Presentation Slides

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Dates
• Smartphone Food Photography & Personal Branding.
Cornwall. 7th November
• PRide - South of England & Channel Islands.
Bristol 21st November

SOCIAL for PR
Three Good Things To Know
©Scott Lloyd Ltd. 2014

Dan Tyte
Co-chair Cipr Social Media
Panel

• 16 things you need to
know about the future
• of Social Media & PR

•1.
•The future’s not what
it used to be*

•2.
•And by the way,
social media is dead*

•3.
•And while we’re on
the death thing…*

•4.
•Cheer up! After those
two funerals, there’s
now a wedding…

•5.
• And we’ve got to
be storytellers…

•6.
•Finding
communities will
be key*

•7.
•We’ve got to
learn through
play*

•8.
•And it’s time to be
so much more than
‘wordsmiths’*

•9.
•To be the games
masters*

•10.
•To become
ringleaders who bring
together- - and learn-loads
of skills*

•11.
•Wearable tech
means we can
know…*

•12.
•And here’s to
you…*

•14.
•But don’t forget your
old friends*

•15.
•First you get the
data, then you get
the power*

•16.
•And when reputations
can be lost in a tweet

Aisling Cairnie
Public Health England

Dementia Friends Campaign
Aisling Cairnie, Senior Campaign Manager

“Friends are always important
and especially at difficult times.
Since being diagnosed with
dementia I have realised what
a difference good friends and
family have made to my life. I
could not do without them.”
Gina, living with dementia

The Dementia Challenge
• Dementia is one of our greatest health and wellbeing
challenges.
• 675,000 people in England have dementia and ~6m are
affected by it as partners, family, friends or carers - and these
numbers are growing
• One in fourteen people over 65 live with dementia
• It is the one thing that people over 50 in this country fear more
than anything else, even more than cancer*
• It is a progressive disease and there is currently no cure
“What we have always wanted is an understanding, an
acceptance and a will within society to confront this disease
and defeat it… The “out of sight, out of mind” attitude really
won’t work with dementia.”
Beth Britton, writer, blogger and dementia campaigner
* YouGov 2012 poll

Campaign background
• A volunteering initiative developed by Alzheimer’s Society
(based on a Japanese model) which trains ‘Dementia
Champions’ to deliver 45 minute face-to-face awareness
sessions to create ‘Dementia Friends’
• Designed to give people an understanding of dementia and
the small things they can do that can make a difference to
people living with dementia - from helping someone find the
right bus to spreading the word about dementia
• The Prime Minister and the Secretary of State for Health has
created a challenge to deliver 1m Dementia Friends by March
2015

Campaign rationale
• Two thirds of people with dementia are living in the community
but many do not feel connected
• If people with dementia are to continue to live safe, dignified
and, as far as possible, fulfilling lives more of the people around
them will need to help
• However most people don’t know how to help and may actively
avoid people with dementia
• By becoming a Dementia Friend people will start to understand
dementia and find simple ways they can help people with the
condition

Campaign objectives
Objectives
• Make the nation more aware of dementia and improve
attitudes
 win hearts and minds
• Understand how we can all help people with dementia
 create 1million Dementia Friends

A Movement in Three
Phases
41
FEB-MAR 2014
‘The need for
friends for people
with dementia’’
APR-MAY 2014
‘Things are better
when you give a
little help’
JUN ‘14 –MAR ’15
‘You & your friends
can give that little
bit of help’
1. BUILD-UP
• Build owned presence
• Create stories in PR
• Establishing partnerships
and building AS activity
• Use media partnerships
to create momentum
2. LAUNCH: CREATE A
MOMENT IN TIME
• Create a national
announcement, leading
with TV
• Phase around moments
of relevance
• Use support channels that
work well with core
creative
• Use impactful channels
and formats to drive
discussion and interest
• Encourage discussion
through key environments
and complementary use of
channels
3. LEARN AND REFINE
• Build frequency and
remind
• Hone our targeting to
‘lookalike’ groups most
likely to sign up
• Use the long-tail of
relevant stories in earned:
short films, celebrity
stories etc. with paid
support
Comms
desired
take out
PR Task
Keep dementia top of
mind, and seed desire
and need for a
Movement
Create an
appointment to view,
and drive repeat
views to film, create
excitement
Create & promote
content that gives
media a reason to
reengage and re-excite

Public sector partners
Presentation title - edit in Header and Footer

General public

Campaign results
Dementia Friends is one of the biggest ever DH/PHE
campaigns in terms of PR value
•1131+ pieces of coverage with a total value of £13.4m to date
•199,362,634 OTS
•480k+ views of 140” TV ad online
•89m impressions of #dementiafriends
•Analysis of top shared links showed sentiment was 100%
positive
•400k unique visits to the campaign website
•410k Dementia Friends recruited to date

In the comm
Customer facing staff – shopping part of dem friemd l
23red – cold calling call centres virtual
55 Presentation title - edit in Header and Footer

Partnership activity
• Reached out to organisations from private, third and public
sectors
• Private sector partners who have delivered Dementia
Friends include: Marks & Spencer, Lloyds Pharmacy, Lloyds
Bank, Argos, Homebase, BT and Bourne Leisure (Butlins,
Haven and Warner Leisure Hotels)
• In negotiation with new commercial partners
• Working with HEE to accredit NHS staff who’ve completed
Tier 1 training as Dementia Friends
• Central Govt depts are making pledges
• Support from the LGA and lots of activity at local level
• Working with NHS Blood and Transport and other Govt
owned social media channels to broadcast key messages

Tracking research shows campaign
has landed well with the public
• Awareness of Dementia Friends has trebled
• There is a big claimed appetite to know more about
dementia/how to help. 39% of people who saw the ads were
interested in becoming a Dementia Friend
• Awareness of the campaign is particularly high among
women, 35-64s, C2DE and those who have contact with
someone with dementia/aged 65+
• People with no current links to dementia have been engaged
too and are keen to learn more about Dementia Friends
• 2/3 of those who saw the advertising claimed they would now
help a stranger with dementia

Where next?
Campaign objectives and targets remain the same:
•Win hearts and minds
•Recruit 1million Dementia Friends
•Tracking research shows the campaign is delivering our ‘hearts and
minds’ objective, with the need to support people with dementia
clearly resonating
•We will maintain launch momentum through to March 2015
•Second burst of activity to launch in December
60

More information
Contact the PHE Partnerships team:
partnerships@phe.gov.uk
Thank you
#dementiafriends

Richard Eccleston
West Midlands Police

West Midlands Police
Social Media
socialmedia@west-midlands.police.uk

West Midlands
• 2.6 million people
• Three major cities
• Diverse population

115,000 followers - @wmpolice
70,000 likes - WMP Facebook
250+ Twitter accounts across the force
450,000 followers and rising!

Youtube – Over 6 million video views
Flickr – 9 million photo views
Instagram – 1,500 followers
Vine – 1,800 followers
Snapchat – 2,000+ followers

Snapchat
• Young Audience
• Missing People
• Youth Activities
• Drug Raids
• Puppies!

Flickr
• CCTV Appeals
• Wanted Individuals
• Days of Action

Sarah Pinch FCIPR
CIPR president elect 2014

It’s all about our core purpose
cipr.co.uk
@cipr_uk

• 11 years at the BBC & 13 in corporate comms
• Tricky sectors:
• International development
• Public transport
• NHS
• Private, Not for Profit and Public Sector
• Experience of placing communications as important
as finance/HR
• Professional standards & compliance
• New teams in every role since 2000
• 2013 founded Pinch Point Communications
• 2014: appointed to HSE board
• President of CIPR for 2015
cipr.co.uk
@cipr_uk

Elected to deliver on four key promises:
cipr.co.uk
@cipr_uk

• Demonstrating Value
Ensuring we give every member the tools to be able to
demonstrate their value: is it money or is it value in reputation?
Quantify how membership can help to win new clients, secure
promotion and win respect around the board table.
• Telling our story
Central core purpose, remaining true to members &
delivering quality; Looking forward and outwards, reaching
different audiences to explain what public relations is, and
how we do it. Professionalism and our status with other
professions.
• Marking ten years as the CIPR and looking forward to 2018
cipr.co.uk
@cipr_uk

Real tangible changes
• Gender pay gap
• Flexible working guidance
• Ethics module: compulsory
• Best practice guidance
• Professionalism
• …..and the C word
@ms_organised
sarah@pinchpointcommunications.co.uk
cipr.co.uk
@cipr_uk

Our Panel
• Betony Kelly – Acting Head of Digital, BIS
• @betonykelly
• Jess Ratty - Crowdfunder UK
• @_jessification_
• Dan Tyte – Director, Working Word
• @dantyte
• Simon Jones - Digital Visitor
• @digitalvisitor
cipr.co.uk
@cipr_uk

Your ideas
• Four groups
• four break out areas
• four facilitators
• until 1245
cipr.co.uk
@cipr_uk

Heading EAST
Government communications and behaviour
change
September 2014
Sean Larkins
Deputy Director, Government Communications
sean.larkins@cabinet-office.gsi.gov.uk
+(44) 20 7276 0942
@SeanLarkins1

Role of government communications
Legislation Taxation
Regulation Communication

What are behavioural insights?
Psychology
Behavioural
insights
Public
policy Ethnography
Economics

Each project needs four components
Problem
definition Context
Solution Evaluation

EAST
Easy
Attractive Timely
Social

Easy
If you want
someone to do
something, make it
easy
• Harness the power of defaults
• Reduce the ‘hassle’ of taking up services
• Simplify messages

Easy 400,000 more people
now have a pension

Attractive
Ensure that
desired behaviours
are rewarded
• Attract attention
• Design sanctions and rewards for maximum effect

Attractive Rates for non-payment rose
from 40% to 48%

Social
We’re social
animals and
heavily influenced
by what others do
• Show that most people perform the desired behaviour
• Use the power of networks
• Encourage people to make a commitment to others

Social Payment of £200 million
of tax brought forward
12 months

Timely
Timing impacts on
how we act in any
given situation
• Prompt people when they are most likely to be receptive
• Consider the immediate costs and benefits
• Help people plan their response to events

Timely Accidental deaths from fire
in the home fell by 12%

100,000 extra
organ donors
each year

234,132 quitters
saved the NHS
over £18.8 million
in the first year
alone

Beyond EAST
Habit and routine

@UKgovcomms Storify.com/UKgovcomms gcn.civilservice.gov.uk

Any questions?
Sean Larkins
Deputy Director, Government Communications
sean.larkins@cabinet-office.gsi.gov.uk
+(44) 20 7276 0942
@SeanLarkins1

Social Media @ FGW
Helping our customers through the
storm.
Jo Coverley
Digital Community Manager
September 2014

Background
•Set up in May 2011
•120k followers
•20k + tweets per month
•65% response rate
•10 minute response time
•24/7

The impact on our social channels
•38k tweets in 3 weeks. Well over double the
average.
•We responded to over 20k of those in 19 mins.
•677 proactive updates sent + replies.
•16% follower growth - 5 times average growth.

Our Initial Response
•Crisis response plan activated
•Emergency cover arranged
•Increase resource/prioritise social media.
•Emergency roster activated for following week
Time for a strategy!

Our Strategy
•Be there for our customers.
•Treat them as individuals.
•Respond to every question.

How we did it.
1.With the right information
2.With the right resource
3.With the right cover
4.With the right message

What we learned
•It is not always appropriate to follow someone
else’s example.
•Our crisis response plan worked well.
•Customers appreciate one clear message, in
one place.
•We need a significant standby cover in order
to deal with future disruption at this scale.

Putting it into practise
•Ongoing 24/7 cover on Twitter
•Increase team size
•New, more robust crisis response plan
•New training programme for social media
team.

What our customers said.
During the disruption, we received 1441 messages of praise for the
social media team. Here are just a few of them.

Bringing brands and projects together to support grass-roots social
engagement

There's a quiet revolution
going on: across the UK
communities are getting
together to back great ideas
and turn them into reality.
That's why I'm really excited
about Crowdfunder - and its
potential to inspire and touch
the lives Hugh Fe aorf nmleilyli-ons of people
Whittingstall,
Broadcaster and
shareholder
Intro

About Crowdfunder
Crowdfunder is the UK’s No 1
rewards-based crowdfunding platform.
We turn great ideas into reality
by connecting communities and networks.
We crowdfund more projects than
the rest of the UK platforms combined.
Intro
We enable businesses,
charities and community
projects to:
Pitch their ideas
Raise funds from the crowd
Validate their
iUdneloacs k match-funding
Amplify social media
reach, engage with
wider audiences, build
new customers

How
crowdfunding
Manchester Vegw Peopole, ar ukniquse local food
growing cooperative in Manchester needed a
van to deliver more great local vegetables.
They asked the community to pledge money in
return for vegetables, experiences and their
chance to have their name on the Manchester
veg van.
In running their campaign, they managed to:
Raise £16,575 from 323 members of the local
community
Reached 10,000+ new potential customers
Attract new business customers who also
became pledgers
Unlocked £20K+ of match funding from DEFRA
Gather 100’s of local supporters who become
advocates of the co-op
The market

Funding & Commercial
Partners
Partners
We are working with a number
of parties to help them
distribute funds to projects that
need it most.
Using the crowd to propose
and validate great British ideas.
Projects Funding
body
Using the crowd
to validate and
then distribute
funds
Commercial
partner
Providing Match
funding as part
of a sponsorship
package
The crowd
Funds and
validates the
project to unlock
other funding
sources

The future of crowdfunding and
social media
How brands are using crowdfunding to engage with new audiences as part of their PR
campaigns:

Contact
jess.ratty@crowdfun
der.co.uk
07789102402
@crowdfunderuk
@_Jessification_

“Hello people of the
internet. This is the
government
speaking”
Betony Kelly
Acting Head of Digital Communications
@betonykelly

Challenging the idea of media
engagement and influencers

Keeping abreast of developing
stories

“But I know this area well - I’ve
worked in it for years”
Business is GREAT campaign
(started November 2013):
The GREAT Britain campaign is a partnership
between private enterprise and Government to
highlight support for businesses aspiring to
succeed and to encourage entrepreneurial
spirit.
●Analysed the most popular business content
on the gov.uk site
●Conducted focus groups with businesses at
various life stages
●Hired an experienced editor of a business
website and gave him editorial control over the
content
●Experimenting with different content and
distribution methods

“But our Dept isn’t leading?”

“But we’ve written a press release?”
Draft Consumer Bill of Rights (June 2013):
●Measures to enhance consumer rights and
make them easier to understand
●streamline overlapping and complicated areas
from eight pieces of legislation into one
consumer Bill
●get some money back after one failed repair of
faulty goods (or one faulty replacement) incl.
digital services
●demand that substandard services are redone
or failing that get a price reduction
A new, integrated approach:
●Included online media & bloggers to media
briefing and private event
●Identified where the messages weren’t landing

“But we’ve spoken to the industry
bodies?”

“But it’s embargoed until Boxing
Day?”
● Reached more than 6.4 million people
with space weather information just
through Twitter. This was worldwide,
including Australia, the US, Canada, Hong
Kong, India and Pakistan
● Respected scientists and influential
commentators shared and created
content - Dr Lucie Green, Roger Highfield,
Jo Brodie, John Burn-Murdoch and Alice
Bell
● Solar flare video, 15 original blog posts,
BBC blog content used at least 23 times
● When the BBC’s popular stargazing
project began on Jan 7 the team
contacted them and the BBC account
shared the BIS messages again

Thank you
Betony Kelly
Acting Head of Digital Communications
@betonykelly

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