Revolution or Evolution... It's Your Choice?

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Revolution or Evolution …it’s your choice? @jonobean

Transcript of Revolution or Evolution... It's Your Choice?

@jonobean

Revolution or Evolution!…it’s your choice?

@jonobean

@jonobean

”Right now, Marketing & Communications as a function is at an inflection point

between what we’re comfortable with, what we have permission to do, and what’s

possible.”!Eduardo Conrado

SVP and Chief Innovation Officer Motorola Solutions

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Are you Relevant?!

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TRUST ME!PR IS DEAD!

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Robert Phillips! Head of Chambers at Jericho ChambersFormer EMEA CEO of EdelmanAuthor of Trust Me, PR is Dead (2015)!

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DATA & INSIGHTS

OUTCOMES "NOT

OUTPUTS

NETWORKS "NOT

HIERARCHIES

SCALE TALENT

1 2 3 4 5

5 Threats to PR!

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10 billion $

13,5 billion $

Revenue increase 2012 - 2015!@jonobean

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33% increase in PR employees!(outnumbering journalists 4:1)

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PR specialists earns 40% more than journalists!

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EPA announces fines against Volkswagen, says it cheated on emissions test

VW haults sales of certain diesel vehicles; stock is down 15 points by Monday

NYC law firm files class action lawsuit on behalf of owners and leasees impacted by ”defeat device”

VW confirms 11 million diesel cars worldwide include ”defeat

device” software

VW CEO Martin Winterkorn announces resignation Wednesday morning

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We are in the trust business!

…but trusted sources are changing!

Online Search Engines 72% Traditional Media 64%

Hybrid Media 63% Social Media 59% Owned Media 57%

@jonobean Source: 2015 Edelman Trust Barometer

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And so are the people we trust online!72%

70%

60%

My friends and family

An academic expert

Companies I use

Trusted

53% 52%

A journalist

Employees of a company

Neutral

46% 45%

40%

34% 32%

A company CEO

A well-known online personality

Elected officials

Celebrities

Brands I don’t use

Distrusted

Source: 2015 Edelman Trust Barometer @jonobean

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Bjornpilot 17,000 to 48,000 + followers in last 12 months

ADMIRETR

UST

FEELING

ESTEEM

Building a reputation!

@jonobeanSource: Reputation Institute Reptrack Framework

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Marrying Brand Purpose with Commercial Purpose !

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Marrying Brand Purpose with Commercial Purpose !

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Don’t let big (or small) data bury your brand!

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Experience!

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The importance of PESO!Authorty!

Optimized content Shareable content Engaging content

Paid media!Facebook sponsored post

Adwords Sponsored tweets

Twitter cards Lead generation

Authority!Affiliate

Brand Ambassadors Sponsored content

Native advertising Content!

Create from experts Employee stories Customer stories

User-generated content Reviews

Brand journalism Webinars, videos & podcasts

Publicity!Media relations Blogger relations Investor relations Influencer relations

Influencer engagement!Response to detractors Detractors turned to loyalists Loyalists turned to advocates

Partnerships!Charity tie-ins Community service Co-branding

Socila media!Facebook Twitter LinkedIn You tube Pinterest Instagram Periscope

EARNED!Media

SHARED!Media

OWNED!Media

PAID!Media

• working across more areas than before • creating more content with the same budget!• identifying and reaching the right audience!

• working out where to dedicate limited resources • quantifying ROI

of the biggest challenges communicators face!

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Content consumption!

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Reaching limits?!Consuming content

Going to the bathroom

Sleeping

Source: Mark Schaffer - The Content Code

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Exabytes of info on the internet!

Today

2020

CONTENT!SHOCK!

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Identifying your alpha audience!

Only 2% of your total audience really care and engage with your content In the age of content shock you need to identify your Alfa Audience

…and treat them like royalty

Only 2%…

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The brand newsroom!The Red Cross – September 2015

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!!

Primary Communications objective:!

!Building trust in the "

Red Cross organisation"

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!!

How Mynewsdesk helps! !

Help us get our message heard "by the right audience quickly "

and efficiently

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Referrals: redcross.se | Facebook | Twitter | rednet.redcross.se

A new approach to Content!

12 Content pieces

8 Stories

3 Images / documents

Mobile first!

47% Desktop

!Changing the content & story approach in a mobile first world !

53% Mobile

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The power of the content hub and email!

73% of views in newsroom content "

(photos, documents) and "historic content

27% views of

September stories

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Engagement!

3,045 emails sent 29% open rate

7% increase on industry "standard of 22%

403 social shares 78% Facebook

22% Twitter

1m :40s average Dwell time 1.6 pages per visit

Story highlights!

Average distribution to 436 contacts

(16% of total network)

Top 3 stories had 33%, 32% and 30%

open rate

Excellent targeted email list usage

Total MND network value is 2,663 contacts

In the age of Content Shock we need to care about !

the elite 2%!

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Total Audience MND contacts "= 2,663 (100%) Audience You Engage with = 436 (16%)

Audience that engage with you = 129 (5%)

Alfa Audience - continual engagement = 44 (2%)

Red Cross MND: !Influencer Email Alpha Audience!

Only 2% of your total audience really care and engage with your content In the age of content shock you need to identify your Alfa Audience

…and treat them like royalty

@jonobean

Red Cross Email Alpha Audience!

Only 2% of your total audience really care and engage with your content In the age of content shock you need to identify your Alfa Audience

…and treat them like royalty

40%

28.9%

17.8%

8.9%

4.4%

Redcross employees Journalists

Individuals / suppliers

Through individual email distribution analysis: 20% of all openers are at internal redcross.se (5% Alpha Audience) 10% are policy makers @riksdag.se (9% Alpha Audience)

Editorials

Policy makers

Now some product !presents for you!

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Story Widget!

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Customize!

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Customize!

Top News!

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Multiple Stories!

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Customize Story Widget

Top News Multiple Stories

Multiple Stories Top news

Story Widget Top News

Multiple Stories

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Your 5 Takeaways!1. Focus on what builds trust in your organisation 2. Marry Brand Purpose with Commercial Purpose 3. Put PESO at the heart of your strategy 4. Don’t let data bury your brand experience 5. Find your alpha audience – the 2% that care

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Its time to “Think Different” otherwise you will become irrelevant

Its time to “Think Different” otherwise you will become

irrelevant !

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Thank you!@jonobean