your logo digital pr report 2013 #prcadigital danny whatmough cmprca, associate director of digital,...

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YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

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Page 1: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

DIGITAL PR REPORT 2013

#PRCADIGITAL

Danny WhatmoughCMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

Page 2: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

• YouGov partnered with PRCA to survey 136 agency and in-house PR professionals between 23rd September and 4th October

• Across business services, finance & banking, technology & telecoms, charities & NGOs, Government and other sectors

• In-house respondents include directors of marketing/comms, heads of marketing/comms, head of press/PR

• Agency respondents include CEOs, MDs, Partners and Directors

METHODOLOGY

Page 3: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

WHY USE DIGITAL?

Page 4: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

To use it as a customer service platform

To be able to respond to any crises quickly

Other

Because our competitors are doing it well

To address a lack of control of our online reputation

Because our brand is being attacked on social media

To respond to disgruntled employees

0% 10% 20% 30% 40% 50% 60% 70% 80%

WHY IS YOUR BRAND ON SOCIAL MEDIA?

Page 5: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

OTHER…

To participate in public debate, amplify spread of key messages

As we move to a content producer format, rather than straight forward

press office

Financial cutbacks on all other traditional brand promotions

Page 6: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

BUDGETS

Page 7: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

46% Of organisations only spend 1-10% of their marketing budget on digital / social media

BUDGETS

Page 8: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

46% Of organisations only spend 1-10% of their marketing budget on digital / social media

BUDGETS

…With the next biggest being 11-20% and 21-30%

Page 9: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

DIGITAL PART OF MARKETING BUDGETS…

OVER THE LAST 12 MONTHS HAVE:

IN THE NEXT 12 MONTHS THEY ARE EXPECTED TO:

Increased

Stayed the same

Decreased

Don't know

0% 20% 40% 60% 80%

Agency

Increase

Stay the same

Decrease

Don't know

0% 20% 40% 60% 80%

Agency

Page 10: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

Web

des

ign a

nd b

uild

Mon

itorin

g an

d lis

tenin

g to

cus

tom

ers

Searc

h Eng

ine O

ptim

isatio

n

Conte

nt c

reat

ion (e

.g a

blog

)

Online

adv

ertis

ing /

PPC

Social

net

work

stra

tegy

Online

com

mun

ity m

anag

emen

t

Online

repu

tatio

n m

anag

emen

t

Influ

ence

r (e.

g. b

logge

rs) o

utre

ach

/ eng

agem

ent

Traini

ng to

use

digi

tal /

soc

ial m

edia

Online

pre

ss re

lease

dist

ribut

ion

Digita

l cris

is m

anag

emen

t

Other

0%

20%

40%

60%

80%

AREAS OF DIGITAL THAT BUDGET IS SPENT ON

Page 11: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

USE OF AGENCIES

Page 12: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

DIGITAL SERVICES FROM AGENCIES

Influ

ence

r (e.

g. b

logge

rs) o

utre

ach

/ eng

agem

ent

Conte

nt c

reat

ion (e

.g a

blog

)

Online

com

mun

ity m

anag

emen

t

Digita

l cris

is m

anag

emen

t

Social

net

work

stra

tegy

Online

repu

tatio

n m

anag

emen

t

Mon

itorin

g an

d lis

tenin

g to

cus

tom

ers

Traini

ng to

use

digi

tal /

soc

ial m

edia

Searc

h Eng

ine O

ptim

isatio

n

Online

pre

ss re

lease

dist

ribut

ion

Web

des

ign a

nd b

uild

Online

adv

ertis

ing /

PPC

Other

0%

20%

40%

60%

80%

100%

Which areas were your company offer-ing five years ago?

Which areas do you currently offer clients?

Which areas do you expect to be offer-ing clients in five years time?

Page 13: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

OTHER AREAS AGENCIES WILL BE OFFERING CLIENTS IN FIVE YEARS…

Mobile marketing

Digital and social analytics

A bunch of stuff we’ve not discovered yet

Page 14: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

Content creation (e.g. a blog)

Influencer (e.g. bloggers) outreach / engagement

Social network strategy

Online community management

0% 10% 20% 30% 40% 50% 60% 70% 80%

Agency

BIGGEST CLIENT DEMANDS REPORTED BY AGENCIES

Page 15: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

AGENCY REVENUES FROM DIGITAL

• 28% of agencies made 1-10% of their revenues from digital 12 months ago

• 22% of agencies are currently making 11-20% of their revenues from digital

• 16% of agencies expect to make 21-30% of their revenues from digital in 12 months’ time

0% 1%-10%

11%-20%

21%-30%

31%-40%

41%-50%

51%-60%

61%-70%

71%-80%

81%-90%

91%-100%

0%

5%

10%

15%

20%

25%

30%

12 months ago

Now

In 12 months time

Page 16: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

REASON YOUR COMPANY CHOSE THE PR AGENCY THAT HANDLES DIGITAL/SOCIAL

Their past work

They do our traditional PR

Their reputation

We held a pitch

0% 5% 10% 15% 20% 25% 30% 35%

Agency

Page 17: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

OWNERSHIP

Page 18: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

WHO HAS OVERALL OWNERSHIP OF CONTENT CREATION?

PR / comms department

Marketing department

Social media team

Digital agency

PR agency

No one

0% 10% 20% 30% 40% 50% 60% 70%

Page 19: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

WHO HAS OWNERSHIP OF…

FACEBOOK TWITTER

PR/comms department

Marketing department

Social media team

PR/Ad/Digital agency

No one

0% 20% 40% 60%

PR/comms department

Marketing department

Social media team

PR/Ad/Digital agency

No one

0% 20% 40% 60% 80%

PR/comms department

Marketing department

HR Department

Social media team

PR/Ad/Digital agency

No one

0% 20% 40% 60%

PR/comms department

Marketing department

Social media team

PR agency

Ad/digital agency

No one

0% 20% 40% 60% 80%

LINKEDIN BLOGS

Page 20: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

Very confident Fairly confident Not very confident Not at all confident0%

10%

20%

30%

40%

50%

60%

70%

Traditional PR

Digital / social media

CONFIDENCE IN ROI

Page 21: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

CONCLUSIONS

Page 22: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

• Client digital budgets are growing, albeit slowly

• Many of the areas they are investing in, e.g. content creation, are natural PR industry expertise

• Huge growth in agencies providing SEO, web design and customer monitoring services

• Many agencies expecting to grow their digital revenues to 21-30% by next year

• In-house PR/comms teams are natural home for content creation and ownership of channels like Twitter, Facebook and LinkedIn

THE GOOD NEWS

Page 23: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

• Many in-house comms teams reporting a lack of budget/staff to be able to manage digital channels properly

• 46% of brands report only1-10% of marketing budgets go to digital/social

• Some of the key areas of focus include SEO and web design and build – not core PR agency offerings, although many do

• Many brands still unconvinced by PR agencies’ abilities in online reputation management and social network strategy (although they want them to take these on)

THE BAD NEWS

Page 24: YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

YOUR LOGO

DIGITAL PR REPORT 2013 PANEL DISCUSSION

CHAIRED BY DANNY WHATMOUGH, KETCHUM

Pete Sigrist33 DIGITAL

David GallagherKETCHUM EUROPE

Jed HallamMINDSHARE

Candace KussHILL+KNOWLTON STRATEGIES