Tim Gibbon journalism experience

8/14/2019 Tim Gibbon journalism experience

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BUSINESSBUSINESS


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BLUEISLANDS' INFLIGHT MAGAZINEISSUE27 89BLUEISLANDS' INFLIGHT MAGAZINE88 ISSUE27

newspapers. There is no doubt that infographics have become

the new cool, transcending business and consumer arenas and a

mixture as such as shown by the XFactor infographics (pictured

right) with fever pitch distant upon the horizon with figures,

research and statistics being given a new lease of life.

Top tips in creating an infographic

Businesses need to think about a story and theme to reach

audiences through facts, figures, research, imagery and so on

that can be produced by them, and indeed for the infographic.

The data, research and analysis to help produce it are equally

important, if not more so. Therefore, this needs to be kept in mind

in order to bring the best information forward and make sure it

meets objectives and brings value and usefulness to recipients.Initially, sketching out themes (even on paper to begin with if this

helps) from the analysis to convey the above ensures that it will

be interesting, easily digestible and unique.

It's never been such a great time to communicate brand

messages, products and services in creative ways with graphical

representations of complex data, or infographics becoming

valuable collateral to do so. More importantly, there are ways

to share infographics (also known as data visualisations) across

social media environments quickly and extremely easily.

Infographics have been with us for longer than online resources

such as website http://visual.ly would lead many to believe.

Previously known as information graphics, early forms of

representing imagery date back to 7500 BC, and there hasn't

been any looking back.

With sensible comms to support it, an infographic and your

brand, can benefit from longevity via social media and universalsearch. In addition to this, if positioned correctly (by embracing

objectives outlined from the outset) they can effectively

reach traditional offline quarters such as print magazines and

MAKING THEMOST OFINFOGRAPHICSWHEN IT COMES TO DIGITAL, IMAGES AND PICTURES ARE CERTAINLY BACK IN THE FRAME. TIM GIBBON, DIRECTORAT COMMUNICATIONS CONSULTANCY ELEMENTAL, EXPLAINS ALL ABOUT THE NEW TOOL THAT IS INFOGRAPHICS.

What makes an infographic successful?

It may sound obvious, but businesses need to understand what

an infographic is and what they should achieve. Avoiding poor

interpretation of infographics is a must. Instead, it should be

imaginative and be obvious what it's striving to achieve. Unclear

statistics without explanation/s or sufficient sources linking back

to the resources cast doubt, dilute credibility and kudos, not leastserving to confuse audiences. So, above anything else, the sums

have to add up and the concepts must make sense.

Making infographics visible

After taking the time to research, analyse and present data

beautifully, businesses need to maximise time spent in letting

audiences learn about it. The most obvious choice would to be

to use an infographic directory such as Visual.ly where there is an

established community used frequently by bloggers, media and

now target audiences. With social media sharing tools and embed

functionality, infographics have become shareable across various

environments, providing the flexibility for users to share as they

wish. With this medium being surprisingly long established, there

are infographic resources and blogs that businesses can reach

out to in order to secure reviews and article coverage, but which

shouldn't exclude offline media.

31%29%

15%25%

A ST UDY B Y TH E IN TEGE R GR OUP

TheIn tegerGroups newest consumerstudy, TheComplex Shopper,

goes in depth toundersta ndand revealthe motivations andin teractions

that driveshoppers duringa consideredpurchase decision.

HOW WELL DO YOU REALLYKNOW YOUR SHOPPERS?

i i i , i , . ?

Theresearch providedfo ur distinct shopper profiles.Eachgroupexhibits different

behaviors as theymovethrougha considered purchasedecision-making process.

SOCIAL ADVENTURERPASSIVE PURCHASER

EXPERIENCE LOVER

THE FOUR SHOPPER PROFILES

1,600+Consumers Surveyed

Nationally

I

v i i t th t r r

i n i n i r t i n .h r r

u r h i n th i n

v ri t l :

untr

r l i n t u r

t h i r h i th t hi u r h ;

II

Shopping islike a

treasurehunt whereI get

to createmyownmap.

Shopping islike going to an

icecreamshopandsampling

allthe different flavors.

Shopping islike

getting a haircut. I canonly

put it offfor so long.

SOCIAL MEDIA USAGE

BRAND RELATIONSHIP

TIME SPENT RESEARCHING

+

+

+

-

-

-SOCIAL MEDIA USAGE

BRAND RELATIONSHIP


+

+

+

-

-

-

+

+

+

-

-

-SOCIAL MEDIA USAGE

BRAND RELATIONSHIP


SOCIAL MEDIA USAGE

BRAND RELATIONSHIP


+

+

+

-

-

-

FRETTING FRUGAL

Shopping islike writing a

termpaper I dont want to

do it, but I knowI haveto.

SHOPPINGEMOTIONS

Satisfiedwith purchases

Excitedandhappywhen shopping

Feels smart andproudabout decisions

SHOPPINGEMOTIONS

Often frustratedwiththeexperience

Feels overwhelmedwith decisions

Nervous about makingwrongdecisions

SHOPPINGEMOTIONS

Experiences allemotionsfromanxiousness topride

Perceives herselfasfashionable

Cares what others thinkabout thepurchase

Readsand trustsuser-generated

product reviews?

WWW.

Wantsa socialrelationship withyour company?

?

Wantsa painlesstransactionthat getsthem inandout of your

storeas quickly aspossible?

$ THX!BYE.

Worriesaboutmaking the

wrong purchase?

#?*!

DO YOU KNOW WHO ...

SHOPPINGEMOTIONS

Not emotionally tiedtoproducts orcompanies

Feels littletonoemotionwhen shopping

Doesn't carewhatothers think

Image Elemental Comms Image Interger GroupImageVisual.ly

BUSINESS

ImageKellyOCG


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BLUEISLANDS' INFLIGHT MAGAZINE90 ISSUE27

Measurement and the value that can bebrought to businesses

Businesses need to consider the influence marketing, PR and

social media activity has upon infographic promotions, drawing

upon processes and metrics that it may already have in place.

There are benefits to a business in simply conveying the brand,

its products, services and more in a fresh and even innovative

way. Infographics can be shared socially which can drive, enhance

and/or support promotional collateral by digital or traditional

promotions in a heartbeat if managed correctly. If communicated

well within digital environments, a business can also benefit from

social and universal search, consistently driving relevant and

qualified traffic to destinations.

Infographics shouldn't focus on selling; goals should be

richer and deeper than this and should be determined by the

aforementioned and indeed the audience.

The potential of infographics are endless, but businesses need tobalance this interest with caution, ensuring they're created and

communicated with care, not forgetting what they are essentially

about. A sales forecast should be the last thing in mind, unless

it's actually about a sales forecast. It's more of a subtle approach

to data and information sharing with storytelling, rather than

ramming statistics and figures down audiences' throats in the

pursuit of a sale. Think bigger and greater than this.

[email protected]

@elementalcommsTIM GIBBON

CORPORATE & COMMERCIAL / TRUST & FIDUCIARY / FUNDS

INSURANCE /PROPERTY/ DISPUTE RESOLUTION/INSOLVENCY

www.babbelegal.com

PO Box 69, 18-20 Smith StreetSt Peter Port, Guernsey GY1 4BLTel +44 (0)1481 713371

Perspective


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Although social media is the buzzword of the moment, it has real

and tangible business benefits.

A recent Pricewaterhouse Cooper whitepaper highlighted how

businesses were failing to manage social media, which, for the

most part, isn't surprising. The paper revealed that although B2B

companies were investing between 270,000 and 1.2 million in

social media, the infrastructure to manage it was not in place, nor

were systems to measure its return on investment (ROI).

Measurement of your company's perception (offline and onlinePR) and now social media have always been grey areas, and

convincing senior management of its value is a difficult task

when they can't see the hard numbers. With improvements in

technology, measurement is becoming more of a science than an

art, but it can still be a challenge convincing the powers that be

upstairs that investing in the use of social media is a huge benefit

to the business.

Successsful buy-in

Social media buy-in is important because it - more so thand k i h ld d h h ll f f

approach that seeks to create longevity for an organisation,

working across departments.

The journey

When the journey is clear for the decision makers, it paves the

way for success and you're on the way to getting a foot in the

door. It's important to stress that any social media strategy,

as the space is developing so rapidly, should be flexible. There

will be new channels that arise and most likely create some

bumpy roads ahead with the 'prevention before cure' approachonly affording a certain amount of protection. Building possible

scenarios into the strategy that explore, balance and mange

expectations will educate senior management and the board that

the journey ahead will not be without changes and challenges.

Results are the language of finance directors, senior management,

the board and a number of other stakeholders, and it would

therefore be prudent to provide regular reports. Creating bite size

reporting from measurement that addresses the pre-determined

goals meeting outlined key performance indicators (KPIs) can

produce actionable decisions. Who doesn't love a great chart,

ACHIEVINGSOCIALMEDIA BUY-IN

ACROSS THEBOARDTIM GIBBON, DIRECTOR AT COMMUNICATIONSCONSULTANCY ELEMENTAL EXPLAINS HOW TOACHIEVE SOCIAL MEDIA BUY-IN FROM SENIORMANAGEMENT AND YOUR BOARD - TO CREATECOMMS HARMONY WITHIN AN ORGANISATION.

BUSINESS

TIM GIBBON


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Phil Hall on thepower of PR

Women in BusinessThe 'Credit Crunch'

InnovationBill Midgley column

TODAYwww.ukbusiness-today.co.uk | Issue 4 | 2009

business

ONLINE PR


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PR in the ONLINE ageTim Gibbon discusses how public relations haschanged forever and constantly evolves in theonline age

The time-old profession of publicrelations (PR) needed a massivewake-up call due to the rapiddevelopment of the digitallandscape, technology and how

people wish to receive andconsume media.

Audiences not only consume media -they create, report and share it, whichhas presented challenges for the PRs thatthey have never experienced before. PRsnot only need to adapt, they have beenforced to accept change, and in most

circumstances it has been a difficultexperience - particularly for largenetworks - to embrace the new breed incommunications.

The two mediums that have had animpact are online PR and social mediathat are actually closely related; evencreating a cross-over of skills. In additionto this, with the quick growth of theinternet and related technologies there

RECLAIMING ONLINE PR ANDSOCIAL MEDIAWith the development of more marketingtechnologies, online resources, sites andparticularly socially driven hubs, PRs claim

that the lines are blurred between online PRand social media. This is an inaccurateassessment given that there has been acrossover in skill sets, namely online PR,public relations, search marketing (searchengine marketing), social media marketingand viral marketing for a number of years.

Instead there is the need to integrate thedisciplines, which requires public relations

professionals to skill up and reclaimdisciplines that naturally suit their skillsets. If not, the above will continue toencroach on their territory whereconversation, dialogue and media relationsare important for online PR and socialmedia.

So what is the difference between onlinePR and social media marketing and why is

it important to understand?

the social media press release arrived, thatwas more bark than bite and failed to livedup to expectations. The release was in factflawed given that it required an attachmentto be used for some early releases which

pushed against the grain of fundamentalsocial media relations.

Although the early versions of the socialmedia press release failed to deliver for PRs,newswires in particular have used elementsof social media (e.g. social book marking,tags, video, news engine SEO) toincorporate them into their services. Giventhey are press releases, one has to question

do they fully flow into the social mediaecosystem, even if there are elements ofthem that are useful and even essential formedia use. Instead, intelligent social mediarelations creates relationships betweenstakeholders and brands, using theaforementioned as conduits to reach,understand and most importantly interactwith audiences.

THE MAJOR CHALLENGES THAT


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Tim Gibbon journalism experience

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