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

•Facebook

•Twitter

•LinkedIn

•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