From PR to Public Engagement
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Transcript of From PR to Public Engagement
©Edelman, 2009. All rights reserved.
Richard EdelmanNew Media Academic SummitGeorgetown University | Washington, DC | June 10, 2009
From PR to Public Engagement:The Opportunity for the Industry
©Edelman, 2009. All rights reserved.
The Hypothesis: From Push to PullPR’s Opportunity in World of Expression
PR has an enormous opportunity in a world of expression, where authority is dispersed, where trust is created through continuous
conversation and established media brands must share attention with blogs or consumer generated content
Our challenge is to evolve
from pitching to informing
from control to credibility
from one-off stories to continuing conversations
from influencing elites to engaging a new cadre of influencers
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Tectonic Plates Shifting
Rise of Activist Government
New shareholder with business
demands
Era of Citizenship
People expect a relationship with
companies/brands
Change in Behavior
From what you want to what you need
New Influencers
Loss of trust in authority figures. Rise of
employees, ‘average’ person, NGOs
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A Play in 3 Acts
• Act I: The Media Revolution Accelerates
• Act II: Introducing Public Engagement
• Act III: How Public Engagement Works
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Act I: The Media Revolution Accelerates
“The newspaper world is suffering from a huge decline in readership. The magazine world has readers but no advertisers. Only
the broadcasters are making money by charging a premium for fewer viewers!!”
Kyle Pope, Former Executive Editor, Portfolio Magazine
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Dispersion of Authority
People visit 114 domains and visit 2500 web pages each month
Newspaper readership is down 30%
In 2008 in US more people rely on the Internet (40%) for news than rely on newspapers (35%)
79% of all adults are online – for an average of 33 hours per week
People will watch 100 million videos on YouTube today
40% of all Americans will end a text message today; 90% of those will be read while billions of emails will be deleted without being opened
One in 10 Americans online are now on Twitter
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More Media, Just Different Ones
• More media consumption but different mix
• Simultaneous use of media (TV and web) by 1/3 of people
• Average person now has eight sources of information spending less time on each (Pew study, 2008)
• Deep content, narrow focus; not grazing, niche play
• Digital pennies replacing print ad dollars; likely to be subscription model for web product
.com
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Web, Mobile and Videogames take share from TV; Behavior Correlated to Age
N= 752 Observed Days in Spring and Fall 2008. For additional information, please visit www.researchexcellence.comCopyright 2009 The Nielsen Company. Confidential and proprietary.
Share of Daily Minutes Across Screen Media
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Impact on Established Media
• 2 Trends in Newspapers: Major city dailies cut back until hyper-local and national/global papers as in UK
• Broadcast loses share to cable
• Magazines winnowed to the top brand in each niche
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• Wire services—AP, Bloomberg— expand to fill void
• Stand-alone niche plays such as Business Insider, Politico, Huffington Post, TechCrunch, BreakingViews
Impact on Established Media
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Advertising Spend Declines Newspapers; Mag & Radio Hardest Hit
Copyright 2009 The Boston Consulting Group. Confidential and proprietary.
©Edelman, 2009. All rights reserved.
Search is King
90% of all web traffic goes through search
News aggregation is 63% of all searches
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Social Media is Now Mainstream
100M active users. Greatest growth is from people age 35-49
Two Thirds of people online now use social networking or blogging
Twitter grew 1,382% in last 12 months; More than 7M US visitors in Feb.
5.5 billion unique video feeds in April; #2 most popular search engine
Wikipedia—120M visitors a month
23% of mobile users in the UK, and 19% in the US visited social network site
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Breadth and quality of online videocontinuing to improve
Copyright 2009 The Boston Consulting Group. Confidential and proprietary.
©Edelman, 2009. All rights reserved.
Less control of messageMore sources, unpredictable
flow of information
Implications for PR
Different news
approachContinual filing,
more opinionated, more video and
short form content
Mass is dead
More difficult to aggregate
audiences
Pay for play
Home Depot owns Good Morning America lawn
& garden pieces
Fewer reporters
The pitch and catch
model eroding
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Act II: Introducing Public Engagement
“It is in the interest of the enterprise to take care of the economic and social environment.
To create value for shareholders but also to create value and wealth for customers,
employees and regions where the companies operate because our company is an
economic and social project.”
Frank Riboud, CEO, Danone
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Tenets of Public Engagement• Action and words—What you actually do is central to
the ability to communicate
• Integrated into Search—Rethinking content and outreach based on how people think about, talk about and look for the things they need
• Engage with Influencers of all Stripes—begins by actively listening
• Democratic and Decentralized—digital is social and rewards to those who engage based on community rules
• Inform the Conversation—be quick, informal and never deviate from truth and transparency
• Every Company is a Media Company
• Omnipresent—When people open the door, we must be there
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1. Advisor on Policy
• Mutual social responsibility
• Private Sector Diplomacy—Engaging with Constituencies
• What to Do in stakeholder society
• Requires new level of relationship with influencers such as NGOs
• Use of research to discern attitudes of new and established influentials
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2. Search: A Necessity for Us
4 Types: Paid, Optimized, Reputational, Social—PR can play in the last three categories
1.Optimized search focuses on key words. • Adapt content to include frequently cited terms—use social media
press releases
2.Reputational search premised on key word phrases high up in press materials with very literal meanings. Not in general use.
• Prioritize media outreach on basis of who helps on search—eg. TechCrunch better than WSJ.com behind wall
3.Social search depends on content and relationships. There are more searches being conducted inside social networks such as Twitter.
• Engages embassies inside social networks that discuss mutual benefit
90% of all web traffic goes through search;
News aggregation is 63% of all searches
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3. Mobilizing the Influentials and Amplifiers -Democratic and Decentralized
• Involve those with connection to company/brand including employees, shareholders, retirees, customers, suppliers, communities
• Help people come together in social network with opportunity for consumer generated content and feedback
• Influencers are thought starters—work to start conversation
• Amplifiers can be bloggers, mainstream media who continue discussion
• Key role of analytics – popularity does not equate to influence
Robert Scoble, Scobleizer
Ashton Kutcher, world’s most popular twitterer, but not the most influential
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4. Inform the Conversation
• Go to all those who can have credible voices based on passion (frequency of posts or number of links), or expertise (eg. employees)
• Go where the people are (their blogs, Facebook, Twitter), don’t expect them to come to you-post on their blogs
• Create utility such as Recipe app for iPhone app or recycling widget and offer valuable insight
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5. Every Company Is a Media Company
• Depth of content and objective tone on subjects in company’s sweet spot
— J&J Baby Center, P&G homemadesimple.com, British Airways Metrotwin.com
• Enable access to content that user can repurpose: make them co-creators; then easy to share and update. Use iconic symbols
— Frog in Rainforestsos.org, video from Prince of Wales
• Make available on range of platforms-all three devices (cell, pc, tv), using best process such as RSS feed, video on demand
• Can also win through curating – aggregate the best conversations around given product categories
• The future: Don’t just build destination sites to attract to attract users; export social features to all sites as members take social media identities with them as they visit all web sites
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6. We Must be Present Everywhere
• Person needs to see or hear something five times in different places from range of spokespeople before believing it
• No longer are stories broken exclusively in mainstream media, then amplified;
— Eg. Domino’s pizza crisis
• Adapt message and style to forum
— Collaboration on Facebook
— Entertaining or compelling on YouTube
— Customer service and tips on TwitterSource: Edelman 2009 Trust Barometer
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7. Democratic and Decentralized
• Facilitate re-purposing of Content
• Be an aggressor of discussion
• Post the good and bad
• Enable the “Vox Populi”
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The Public Engagement Toolkit
• Viral Video• Micro-blogs• Employee/CEO blog• MSM interviews• Influencer
Roundtable
• Podcasts• Search mktg• Widgets• CEO Speeches
• Video contests• Social nets• Sponsored content
with third parties• Town Halls
• Ideastorms• Wikipedia• Issue Aggregator• Pilot Programs• Coalition • Development
Communication Collaboration
Open
Controlled
Open Collaboration
Open Communication
ControlledCommunication
ControlledCollaboration
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Act III: How Public Engagement Works
“What you’re doing speaks so loud, I can’t hear what you’re saying.”
Ralph Waldo Emerson
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Changing Consumer’s BehaviorsShell FuelSave Driver Challenge
• Inspire one million drivers to save fuel
• Show drivers how 10 tips can help them save more than 10% in fuel consumption
• Drivers go to their country-specific Shell web site and complete a training module
• 100,000 fuel voucher incentives for drivers who successfully complete the training
• Within the first week – 100,000 drivers were fuel-savers!
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Increase SalesWonderbra Viral
• Online community engagement with viral film— “Science of Sexy”—created by Dita Von Teese as the focal point
• Surround audience with photos on Flickr, teaser video, microsite and discussion forums
• No. 1 video on YouTube in UK at launch (Sept ‘08)
• 100,000+ photo views on Flickr; 24,000+ impressions on Twitter; 700+ blog posts/conversations on social networks; 100+ stories in offline media
• Entire Wonderbra line sold out of retail stores before launch
The Science of Sexy by Dita—The full Wonderbra Film
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• Shared conversations/experiences around “issue” of “swampy man zone” on Facebook and introduced the Detailer as a solution
• Used Facebook in two ways:
— Product giveaways based on posts to the Wall
— Facebook engagement ads
• 337% increase in Axe fans in 7 weeks
— Continued 8% growth per week
• Approx. 20,000 new fans; 80,000 page views; and 40,000 video views
• 1,800 wall posts
• 120,000+ engagements beyond clicks
• ADD SALES
Driving Product Trial among 18-24 malesAXE Detailer goes Facebook
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Go Where People Are - Utility on the Move: Butterball 2008
Cellufun mobile game generated 40,000,000 page views to playing the Cellufun mobile game
Mobile texting provided “turkey tips” to 370,000 moms to access Butterball information anytime, anywhere
Hosted web chats and 50 Mommy bloggers
Partnered with Bravo’s top-rated reality “Top Chef” put Butterball Turkey’s as the show’s star
Media: Achieved more than 1 billion media impressions with segments including “Late Night with Conan O’Brien,” “Today Show,” “Good Morning America,” New York Times, and USA Today
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“Whatever you can do, or dream you can, begin it.
Boldness has genius, power, and magic in it.”
Johann Wolfgang von Goethe