The integration of digital within PR

& the impact of technology

on consumer behaviour and media

Chris McCafferty & Scott Williams

Shine Communications

September 2009

Contact: 020 7100 7100

chris.mccafferty@shinecom.com / scott.williams@shinecom.com

Chris McCafferty, Director Twitter: @chrismccaff Blog: via PRWeek.co.uk

Former European Communications Director at

MySpace, responsible for launching MySpace into 13

European countries. Previously on the management

team at MSN UK as Head of PR and Corporate Affairs.

10 years PR agency experience

Scott Williams, Creative Director & Head of Digital Twitter: @sadeagle

Five years at Google and YouTube as Head of Media

and Entertainment, advising many of the UK’s major

media owners and content providers such as Universal

Music, Channel 4, The Sun and The Daily Telegraph. 12

years in the digital industry including FT.com,

UpMyStreet.com and Popbitch

Hello

changing communications

BriefPress

Release

Media

Conversation Coverage

Blogs

Website

Community Social Media

Attention &

Traffic

Video New

Platform

New

Platform

New

Platform

the power of digital; and the challenge for brands

Where is

PR in 2009?

What the hell is going on?

92% of people must have

broadband within a

month of moving

92% can live without a

microwave for a month

Don’t ignore the channel...

When did you last hear...

“...let’s build an iPhone app” – WHY?

“...let’s make a viral” – WHY?

“...we can seed that content for you” – how/why/who to?

“We can use buzz metrics to see what people are saying about you”

“We work with bloggers all the time and influencers”

“That piece of coverage online was worth over £20,000”

“We work out the average media value using our own formula”

Confused….technology, consumer empowerment,

Long tail, wisdom of crowds, the demise of printed

media business models, influencer mapping

The Challenges for PR Today – Medium is the Message

The average consumer is

exposed to ~3,500 marketing

messages every day.

15,000 songs.

25,000 photos.

150 hours of video.

2015

ANY song ever produced.

100,000,000 photos.

20 years of video.

2012

500,000 songs.

2,500,000 photos.

8760 hours of video.

2020

ANY song.

ANY picture.

ANY video.

Moore’s law states that capacity doubles in size every 24 months

Technology doesn’t like existing business models

Digital Integration:

How to use technology to amplify your comms

Shouting louder is not the answer

How does digital sit within comms? What is Digital PR?

Community

Coverage

Distribution

Assets

Platforms

Creative Ideas

Insight &

Brief

Build content that can be shared, discussed and

enjoyed

What does the campaign look like in practice?

Measurement and tracking

Cost of engagement is low and returns are high

Hang on. You haven’t mentioned Social Media

The internet is a social media – we own it

80 billion emails a day

Zero to 1 billion people in 10 years

20 hours of video uploaded to YouTube every minute

1Billion + searches a day on Google

Social media platforms highlight the intrinsic benefits and the collaborative

nature of the network of computers and servers – i.e.: The Internet

The social collective (Wisdom of Crowds) will determine whether something is

popular/viral

The biggest online brands spend next to nothing on PR/Comms – Their brand is

their user experience

Two conclusions

Driving consideration

Impartial Brand biased

Driving sales

PR Marketing

Web Master Product

communication boundaries are blurring

The basics...

Listen/

Understand

Be honest

Transparent

Experiment

Have

Fun!

Thanks

Chris McCafferty & Scott Williams

Shine Communications

September 2009

Contact: 020 7100 7100

chris.mccafferty@shinecom.com / scott.williams@shinecom.com