The Evolution of Digital PR in Retail
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Transcript of The Evolution of Digital PR in Retail
The Evolution of Digital PR in Retail
Alistair Wheate
October 15th 2014
2
About me
Alistair Wheate
Head of Social Media Insights
Email: [email protected]
Twitter: @alistairtweet
LinkedIn: uk.linkedin.com/in/alistairwheate/
Questions: – In event – through Webinar panel– Post-event – tweet to @Gorkana or @alistairtweet
Events contact: [email protected]
3
Social Media and Reputation in Financial Services
Topics covered:
• Challenges and opportunities for PR online
• How social media monitoring can inform messaging
• Tracking influencers and understanding how they relate to
each other
4
POLL QUESTION
To what extent does Social Media listening and analysis form a part of your team’s responsibilities?
A. Social Media listening and analysis is done by another department
B. Social Media listening is done elsewhere but we include social in our PR evaluation
C. We do some social media listening in PR but don’t do any social media evaluation or analysis
D. We have a social media listening setup for PR and include social media in our PR evaluation
5
The Confused Customer
AD
VE
RT
ISIN
GW
OR
D O
F M
OU
TH
CUSTOMER
REVIEW
S MEDIA
PR’s Traditional Domain
Wha
t rol
e do
es P
R p
lay
here
?
6
Challenges & Opportunities
• 90% of consumers say buying decisions are influenced by online reviews online reviews
• 88% say they trust online customer reviews as much as personal recommendations
http://blogs.constantcontact.com/fresh-insights/do-customers-trust-online-reviews/http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803
7
Rapid Changes in Retail
“Our customers are embracing new technologies and that in turn is fundamentally changing how they go about their shopping and what they expect of retailers.
“In this world of instant access, instant price comparison, instant social reviews, at the heart what we’ve chosen to stand for is trust. It’s the very kernel of the John Lewis brand.”
- Marks Lewis, Online Director, John Lewishttp://www.retail-week.com/sectors/department-stores/john-lewis-online-boss-more-retail-change-in-next-five-years-than-in-our-generation/5065162.article?blocktitle=More-news-&-analysis&contentID=13146
Online Plays a Big Role Offline As Well....
8
John Lewis Retail Report 2014
9
Social Media is for Listening
• “Social media is not a bullhorn for broadcast but a coffee shop for conversation.”– Kevin Ashton
https://medium.com/@kevin_ashton/social-media-is-for-listening-125283bc4100
None of the Interbrand Top 100 Brands are in the Twitter Top 100
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The Listening PR Team
CUSTOMER
REVIEW
S
MEDIA
SOCIAL MEDIA LISTENING
FOR PR
WORD OF MOUTH
(SOCIAL)
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Measures to Include in Reporting
In “Traditional” Media Analysis:
1. Proportion of articles referencing Social
2. Sentiment of Social element
12
Measures to Include in Reporting
In “Traditional” Media Analysis:
• Proportion of articles referencing Social
• Sentiment of Social element
13
Measures to Include in Reporting
In “Traditional” Media Analysis:
1. Proportion of articles referencing Social
2. Sentiment of Social element
3. Categorise by Incident, Review or Reaction
4. Channels Referenced
14
Measures to Include in Reporting
In Social Media Analysis:
1. Prominence of mainstream stories in social
2. Identify key drivers of negative and positive comment
3. ‘Organic’ message penetration
4. Influencer SOV
15
Influencer Tracking
Our Social Media Analysis:
• 1700 Fashion and Beauty Bloggers & Vloggers on Twitter
• Jul 1st – Sep 30th
• Tweet an average of 4.6 times per day
16
Social Media Celebrities
• 6.2m YouTube Subscribers• 3.18m Instagram Followers• 2.37m Twitter Followers
BUT
Not in the Top 100 most mentioned twitter profiles by Blogger community
Only mentioned 849 times out of 867k tweets (<0.1%).
Fashion & Beauty bloggers pretty much ignore her.
17
The most mentioned Fashion & Beauty Bloggers as referenced by other bloggers
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High St Retailers vs Online Retailers
19
High St Retailers vs Online Retailers
20
“Brand Friendly” Influencers
21
“Brand Friendly” Influencers
22
Top Tips
1. Identify key influencers and focus on them
2. Include social as a dimension within traditional media evaluation
3. Incorporate analysis of reviews and peer recommendations in analysis
23
Q&A