@jonobean
”Right now, Marketing & Communications as a function is at an inflection point
between what we’re comfortable with, what we have permission to do, and what’s
possible.”!Eduardo Conrado
SVP and Chief Innovation Officer Motorola Solutions
@jonobean
@jonobean
Robert Phillips! Head of Chambers at Jericho ChambersFormer EMEA CEO of EdelmanAuthor of Trust Me, PR is Dead (2015)!
@jonobean
@jonobean
DATA & INSIGHTS
OUTCOMES "NOT
OUTPUTS
NETWORKS "NOT
HIERARCHIES
SCALE TALENT
1 2 3 4 5
5 Threats to PR!
@jonobean
EPA announces fines against Volkswagen, says it cheated on emissions test
VW haults sales of certain diesel vehicles; stock is down 15 points by Monday
NYC law firm files class action lawsuit on behalf of owners and leasees impacted by ”defeat device”
VW confirms 11 million diesel cars worldwide include ”defeat
device” software
VW CEO Martin Winterkorn announces resignation Wednesday morning
@jonobean
We are in the trust business!
…but trusted sources are changing!
Online Search Engines 72% Traditional Media 64%
Hybrid Media 63% Social Media 59% Owned Media 57%
@jonobean Source: 2015 Edelman Trust Barometer
@jonobean
And so are the people we trust online!72%
70%
60%
My friends and family
An academic expert
Companies I use
Trusted
53% 52%
A journalist
Employees of a company
Neutral
46% 45%
40%
34% 32%
A company CEO
A well-known online personality
Elected officials
Celebrities
Brands I don’t use
Distrusted
Source: 2015 Edelman Trust Barometer @jonobean
ADMIRETR
UST
FEELING
ESTEEM
Building a reputation!
@jonobeanSource: Reputation Institute Reptrack Framework
The importance of PESO!Authorty!
Optimized content Shareable content Engaging content
Paid media!Facebook sponsored post
Adwords Sponsored tweets
Twitter cards Lead generation
Authority!Affiliate
Brand Ambassadors Sponsored content
Native advertising Content!
Create from experts Employee stories Customer stories
User-generated content Reviews
Brand journalism Webinars, videos & podcasts
Publicity!Media relations Blogger relations Investor relations Influencer relations
Influencer engagement!Response to detractors Detractors turned to loyalists Loyalists turned to advocates
Partnerships!Charity tie-ins Community service Co-branding
Socila media!Facebook Twitter LinkedIn You tube Pinterest Instagram Periscope
EARNED!Media
SHARED!Media
OWNED!Media
PAID!Media
• working across more areas than before • creating more content with the same budget!• identifying and reaching the right audience!
• working out where to dedicate limited resources • quantifying ROI
of the biggest challenges communicators face!
@jonobean
Reaching limits?!Consuming content
Going to the bathroom
Sleeping
Source: Mark Schaffer - The Content Code
@jonobean
Identifying your alpha audience!
Only 2% of your total audience really care and engage with your content In the age of content shock you need to identify your Alfa Audience
…and treat them like royalty
Only 2%…
!!
How Mynewsdesk helps! !
Help us get our message heard "by the right audience quickly "
and efficiently
@jonobean
Referrals: redcross.se | Facebook | Twitter | rednet.redcross.se
A new approach to Content!
12 Content pieces
8 Stories
3 Images / documents
Mobile first!
47% Desktop
!Changing the content & story approach in a mobile first world !
53% Mobile
@jonobean@jonobean
The power of the content hub and email!
73% of views in newsroom content "
(photos, documents) and "historic content
27% views of
September stories
@jonobean
Engagement!
3,045 emails sent 29% open rate
7% increase on industry "standard of 22%
403 social shares 78% Facebook
22% Twitter
1m :40s average Dwell time 1.6 pages per visit
Story highlights!
Average distribution to 436 contacts
(16% of total network)
Top 3 stories had 33%, 32% and 30%
open rate
Excellent targeted email list usage
Total MND network value is 2,663 contacts
@jonobean
Total Audience MND contacts "= 2,663 (100%) Audience You Engage with = 436 (16%)
Audience that engage with you = 129 (5%)
Alfa Audience - continual engagement = 44 (2%)
Red Cross MND: !Influencer Email Alpha Audience!
Only 2% of your total audience really care and engage with your content In the age of content shock you need to identify your Alfa Audience
…and treat them like royalty
@jonobean
Red Cross Email Alpha Audience!
Only 2% of your total audience really care and engage with your content In the age of content shock you need to identify your Alfa Audience
…and treat them like royalty
40%
28.9%
17.8%
8.9%
4.4%
Redcross employees Journalists
Individuals / suppliers
Through individual email distribution analysis: 20% of all openers are at internal redcross.se (5% Alpha Audience) 10% are policy makers @riksdag.se (9% Alpha Audience)
Editorials
Policy makers
Customize Story Widget
Top News Multiple Stories
Multiple Stories Top news
Story Widget Top News
Multiple Stories
@jonobean
Your 5 Takeaways!1. Focus on what builds trust in your organisation 2. Marry Brand Purpose with Commercial Purpose 3. Put PESO at the heart of your strategy 4. Don’t let data bury your brand experience 5. Find your alpha audience – the 2% that care
@jonobean
Its time to “Think Different” otherwise you will become irrelevant
Its time to “Think Different” otherwise you will become
irrelevant !
@jonobean
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