Post on 01-Jul-2015
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1 | 21.11.20141 | 21.11.2014
Modernizing public
relationsIncluding a planning case study
Stephen Waddington
wadds.co.uk @wadds
2 | 21.11.2014
Stephen Waddington
Director, Ketchum Europe
President, Chartered
Institute of Public Relations
Author and blogger
3 | 21.11.20143 | 21.11.2014
#1 Shift to social
@wadds
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Welcome to the party
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Business of Influence - Sheldrake
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Leaders
Elders
Experts
Public
Influencers
Friends and family
Deference to reference
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Friends and family
Influences
Public
Experts
Elders
Leaders
Deference to reference
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The audience answers back
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Media relations
Influencer relations
Community management
Social Business
Evolution of public relations
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#3 Media relations
@wadds
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Media on Twitter
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Insights via Twitter
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Optimize content
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Branded newsrooms
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Analytics
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Analytics
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#4 Influencer
relations
@wadds
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Media relations
Influencer relations
Community management
Social Business
Evolution of public relations
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YouTubers
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Instagramers
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Tools: Traackr
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#5 Social
communities
@wadds
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Media relations
Influencer relations
Community management
Social Business
Evolution of public relations
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Brands as media
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Community management
Research/Insight
•Web analytics
•Web research
•Search insight
•Social networks
•Conversation
•Influencers
Strategy
•Define goals and objectives
•Devise means of motivation and engagement
Content
•Format
•Function
•Content optimisation
Channels
•Google+
Engagement
•Community management
•Campaign lifecycle
•Social lifecycle
Evaluation
•SMART Objectives
•The Barcelona Principles
•Valid Metrics
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Real-TimeContent Ideation
and Creation
Short Form Video
Search and Social
Optimized Content
Social Posts
Shareable Visuals &
Infographics
Blogger Collateral
Offline Event Support
Shift to realtime
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Paid, Earned, Shared & Owned
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Reorganizing teams
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#6 Social business
@wadds
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Media relations
Influencer relations
Community management
Social Business
Evolution of public relations
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Social brands
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Social business
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Customer service 2.0
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Customer service 2.0
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Customer service 2.0
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Customer service 2.0
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Customer service 2.0
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Customer service 2.0
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Customer service 2.0
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#7 Organizational
design
@wadds
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Disruptors
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Specialist team
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Hub and spoke
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Social business
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#7 Planning
exercise
@wadds
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#PRtoolbox
We’re obsessed about the application of so-called big
data in public relations to inform and measure the success
of our campaigns.
But what does that actually mean in practice?
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#PRtoolbox
This is a public relations planning exercise using data and
tools to identify a public (or audience to use marketing
parlance) and insights to influence behavioural change.
I’ve used free or low-cost tools to enable other people you
to experiment with the process and methodology.
The deck was inspired by Julian Cole’s Digital Strategy
Toolbox 2014 keynote at Upload Lisboa 2014, Portugal.
Julian is head of planning at BBH in New York. Look him up
on Twitter @JulianCole.
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#PRtoolbox
Free or low cost tools are never as sophisticated or robust as
commercial tools and there is no guarantee of the quality
of the output or continuity of service.
There is no such thing as free.
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Challenge
A travel agent wants to attract people from around the UK
to visit Leeds for short breaks.
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Public relations planning
Research
Insight
Strategy
CreativityContent
Channels
Evaluation
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Public relations planning
Research
Insight
Strategy
CreativityContent
Channels
Evaluation
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Customer journey#1 Google Customer Journey
#2 Google Consumer
Barometer
#3 Google Search Trends
#4 Google Adwords Keyword
Planner
#5 Google Search
#6 AnswerThePublic.com
Social#7 Buzzsumo
#8 Iconosquare
#9 Topsy
#10 Facebook Ad Insights
#11 Twitter
#12 Followerwonk
#13 Echosec
Web#14 Marketing Grader
#15 Boardreader
#16 TripAdvisor
#17 YouGov Profiler
#18 Office for National Statistics
Tools
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Try it for yourself
You’ll find a full list of the tools and links at
wadds.co.uk/prtoolbox.
Follow along during the exercise or try it out for yourself.
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#1 Google Customer Journey
The Google Customer Journey shows what channels
influence customer decisions at different points in the
purchase cycle.
How
1. Head to the Google Customer Journey tool
2. Filter by country and market
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Insight #2 Public
relations greatest
influence on
decision making
Insight #3 Data
capture and direct
marketing to close
sale
Insight #1 Ads firmly
start of the customer
journey
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Insight #1 Social
start of customer
journey (US market
more developed)
Insight #2 Public
relations greatest
influence on
decision making
Insight #3 Data
capture and direct
marketing to close
sale
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#2 Google Consumer Barometer
Consumer Barometer helps you understand how people
use the internet. It digs into more detail than the Customer
Journey Tool. It covers 45 countries and 10 product
categories.
How
1. Visit Google Consumer Barometer
2. Use pre-populated questions or the filter options
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Insight #1 Previous
experience greatest
influence on future
intent
Insight #2 Online
research and social
second greatest
influence
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#3 Google Search Trends
Google Trends shows how often a particular search-term is
entered relative to the total search-volume across various
regions of the world, and in various languages.
How
1. Visit Google Trends
2. Search by keyword, filtered by country
3. Analyse trends by date
4. Review competitors
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Insight #1 How do
we get there?
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#4 Google AdWords Keyword Planner
Google AdWords Keyword Planner show the search
frequency that keywords and the actual search terms
people enter into Google when conducting a search.
How
1. Visit Google AdWords Keyword Planner and select
tools
2. Filter by country, device and locations
3. Review competitors
4. Analyse time period comparisons to review trends
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Insight #1 Search
volumes are a proxy
for buying intention
Insight #2
Spontaneity: last
minute, weekend
and accommodation
Insight #3 Young
people, male and
female, 18 to 30
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#5 Google Search
Google is the dominant search engine. Using the Google in
incognito shows how content appears in search.
How
1. Visit Google
2. Search by keyword and take a consumer eye view to
results
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Insight #1
Partnership
opportunity
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#6 AnswerThePublic.com
AnswerThePublic.com is a tool built by search and content
agency PropellerNet. It enables you to interrogate
aggregated auto-complete data from Google and
understand the real questions that people are asking when
they complete a search query.
How
1. Visit AnswerThePublic.com
2. Search by a variety of keywords. Use the terms surfaced
by Google Keyword planner.
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Insight #1 Results of
limited use. Need to
do broader searches
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#7 Buzzsumo
Buzzsumo is a social media monitoring tool that
characterizes a keyword by the content shared and key
influencers.
How
1. Visit Buzzsumo and search Leeds
2. View results by top content and top influencers
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xxxx
How
xxxx
Insight #1 No
content of any
relevance of use
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Insight #1
Influencers all
Leeds-based
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#8 Iconosquare
Iconosquare, formerly Statigram, is a basic tool to filter
Instragram and surface content based on hashtags or
keywords.
How
1. Visit Iconosquare and log on with your Instagram
account
2. Search keywords and hashtags
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Insight #1 Retail
content
Insight #2 Music
events and gigs
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#9 Topsy
Topsy is a social media monitoring tool that identifies
influencers around a topic. Its like Buzzsomo but provides a
greater level of granularity.
How
1. Visit Topsy and search Leeds
2. Page through the results looking for interesting people
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Insight #1 Leeds is a
destination for music
talent
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Insight #1 And
comedians
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#10 Facebook Ad Insights
Use Facebook Ad planner to build a campaign and
characterize the potential audience.
How
1. Log onto Facebook and create an ad campaign
2. Use the variables from prior planning process to target
the campaign
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Insight #1 Potential
public or audience of
80,000 people
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#11 Twitter
Popular online social network for short messages. Mobile
and news driven.
How
1. Visit Twitter and log in with your account details
2. Use advanced search function to interrogate
influencer, hashtags, keywords and conversations
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Insight #1
Significant
community around
shopping in the city
Insight #2 Culture,
traditional media
and football key
influencers
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#12 Followerwonk
Followerwonk enables you to search Twitter bios by
keywords and return results based on networks, followers
and social authority score.
How
1. Visit Followerwonk and log in with your Twitter details
2. Search by bio location and keyword
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#1 High profile talent
and influencers from
Leeds
#2 Strong Twitter
community in the
City
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#13 Echosec
Echosec is a location based social media monitoring tool
that extracts location meta data from social media posts
and serves the results overlaid on a Google Map.
How
1. Visit Echosec and select demo options
2. Search by postcode and mark an area to interrogate
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Insight #1 Limited
insight above and
beyond other tools
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#14 Marketing Grader
Marketing Grader is a service from Hub Spot that
characterizes website marketing performance.
How
1. Visit marketing.grader.com and enter the URL of the site
you want to review
2. Scrutinize blogging, social media, SEO and lead
performance
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Insight #1 Social
media activity
Insight #2
Authoritative
inbound links
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Insight #1
Combination of
blogs and traditional
media
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Insight #1
Significant Twitter
community
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#15 Boardreader
Boardreader is a search engine for message boards and
online communities.
How
1. Visit Boardreader and search by keyword
2. Scrutinize results, and related popular topics
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Insight #1 Limited
insight. Students
and football club key
topics
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#16 TripAdvisor
Destination website and app for travel deals and reviews.
How
1. Visit TripAdvisor
2. Take a consumer eye view of hotels, restaurants and
attractions
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Insight #1 Three of
the top five ranked
destinations are
cinemas or theatres
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#17 YouGov Profiler
YouGov Profile is a segmentation and planning tool for
agencies and brands based on YouGov consumer
research.
How
1. Visit YouGov Profiler and search for leads
2. Explore consumer profile and data that is returned
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Insight #1 Female
25 to 39 years-old
Insight #3
Deposable income
of £125 to £499
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#18 Office for National Statistics
The Office for National Statistics collates data about
statistics related to the economy, population and society of
England and Wales.
How
1. Visit Office of National Statistics
2. Look up data and reports related tourism
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Insight #1 Boom in
travel to London for
overseas visitors
Insight #2 Locations
of overseas visitors
to the UK
Source: 16.8m overseas visits to London in 2013, up 43.5% in 10 years - http://wadds.co/1yBQ8fm
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Insight #1 The
market for so-called
staycations remains
strong
How does the UK economy affect where the British go on holiday? - ONS - http://wadds.co/1xAxK85
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Research Summary 1
1. The market for staycations remains strong (ONS)
2. The customer journey for short UK breaks starts with
awareness and is closed with data capture (Google)
3. Word-of-mouth and previous experience critical to
decision making process (Google)
4. The Leeds experience (various)
How to get there
Where to stay
Retail, culture (gigs, cinema and theatre), and football
Universities, student population
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Research Summary 2
5. Potential Facebook audience of around 60,000 people
(age: 18-30, interest: travel and behaviour: freq. travel)
(Facebook)
6. January, July and August are peak periods for short
breaks to Leeds (Google)
7. Visit Leeds could be a potential partnership opportunity
(Visit Leeds)
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Research Summary 3
8. Strong Twitter community but need to test the reach
and relevance outside the City (various)
9. Earned media provides opportunity for profile and
authoritative backlinks (Hubspot)
10. How can we persuade visitors to London to go to
Leeds? (ONS)
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Thank you
There has never been a
more exciting time to work
in our business
Create your own media
and networks, and immerse
yourself in new tools and
workflow
Consider your own
contribution to the
development of our
discipline as a profession
102 | 21.11.2014102 | 21.11.2014
Modernizing public
relationsIncluding a planning case study
Stephen Waddington
wadds.co.uk @wadds