4. 69% 72% ABC1s
Adults read read
newspapers newspapers
every week every week
63%
Mums with
71%
15-34 men
kids read read
newspapers newspapers
every week every week
Source: NRS, Oct 2010 – Mar 2011 / excludes News of the World
5. Online newspaper brands growing strongly
Unique
26m visitors
duplicated
Unique
13m visitors
unduplicated
Ukom: June 2011
Duplicated: sum of unique visitors to each newspaper site
Unduplicated figure: unique visitors, counted once only, regardless of how many newspaper sites visited
Includes Metro and Evening Standard
6. Get the PR basics right first
• Not bothering is not an option
• What journalists want
• Think journalese
• The inverted pyramid of news
• Press releases vs face-to-face vs social media contact
• Be ready to follow through
• Create a press release library/blog on your website
• Start to connect everything that you do
18. The fundamental mindshift
• Most brands still get it wrong
• Social media is NOT about reaching out and engaging with your
customers (or potential customers)
• But it IS about your customers (or potential customers) engaging with
you
• The numbers are small but the process is potentially powerful because
they have identified themselves to you
18
19. Why people will engage with you
• To say something nice about your brand
• To say something nasty about your brand
• To ask a question for which your brand may be the answer
• To make a suggestion about how your brand could be better
• Your still need to facilitate, prompt and engage in the conversation
19
20. Making Facebook work its hardest for you
• Evening and early morning posts generate 20% higher engagement
• Wednesdays and Sundays are the best days to post (+8%)
• Posting 1 to 4 times weekly generates 71% higher engagement than 5+x
for retail brands
• Short posts generate most engagement
• Asking questions doubles the response
• ‘Fill in the blank’ posts work well
• Coupons and offers (ideally £off) get response
• Don’t be afraid to break any or all of these rules in the real virtual world
32. A recipe for PR success
• Start with a plan. PR and social media is part of your business, not an
add-on
• Start slowly – play, explore, don’t be afraid to start again
• Find and tell stories
• Measure what you do
• Do it with passion – not because you have to
• Set up a personal LinkedIn account
• Start/invigorate a company Facebook page
• Start a company and/or personal tweet
• Practice and persevere
• Reap the publicity rewards, ie. more business
32
