@cipr ni #commsprdigital · source: 2016 edelman trust barometer - how often do you read, view, ......

@CIPR_NI #CommsPRdigital

Martyn Rosney, Edelman Ireland‘The Irish Media Landscape’


@rosney #CommsPRdigital

THE IRISH MEDIA LANDSCAPE


ABOUT ME

Martyn Rosney is an Account Director in the

Corporate and Financial Communication team of

Edelman.

Martyn’s clients at Edelman include Visa,

LinkedIn, Danske Bank, Irish Distillers and SIRO.

DIT MA PR

GRADUATE

2010

WILSON HARTNELL

CORPORATE TEAM

JAN 2011-

SEPTEMBER 2015

EDELMAN

CORPORATE

TEAM

SEPTEMBER 2015 -

PRESENT

YOUNG LION 2014

YOUNG COMMS

PROFESSIONAL

2015

30 UNDER 30 PR

WEEK 2016

ROSNEYPR.COM


ABOUT EDELMAN

Founded in Chicago in 1952, Edelman has since grown into the

world's largest independent communications marketing company.

Our European offering was created in 1967, with the opening of

the London office. Established in 1981, Edelman Dublin is one of

Ireland’s leading communications consultancies.

We’ve been out there a long time, but always strive to be the best,

not the biggest.

BRAND

STORYTELLING

WITH REAL

IMPACT

COMMUNICATION

S THAT SOLVE

BUSINESS

PROBLEMS

UNDERSTANDING

AUDIENCES,

CULTURE, WHERE

& HOW BRANDS

CAN BE RELEVANT

PASSION FOR

EVOLVING

& PROGRESSING

THE WAY

STORIES ARE TOLD


FIRST & LARGESTSOCIALLY LED

1500+ DIGITAL

SPECIALISTS

ACROSS THE

NETWORK

WE ARE PART OF AGLOBAL NETWORK

65 30 5OFFICES COUNTRIES REGIONS

AWARDS

BEST PAN EUROPEAN AGENCY TO WORK

FOR (SABRE 2013) • AD AGE’S TOP

RANKED PR FIRM OF THE DECADE •

GLOBAL AGENCY OF THE YEAR (SABRE

2011) • PR WEEK LARGE CONSULTANCY

OF THE YEAR 2011 (UK) • DIGITAL

CONSULTANCY OF THE YEAR 2011 & 2012

(HOLMES REPORT) • PR WEEK AGENCY OF

THE YEAR 2011 (GERMANY) • MEPRA

MIDDLE EAST AGENCY OF THE YEAR 2011 •

EUROPEAN EXCELLENCE AWARDS

CONSULTANCY OF THE YEAR 2010 • PR

WEEK GOLD CAMPAIGN WINNER (UK) •

SUNDAY TIMES BEST COMPANY TO WORK

FOR 2011, 2012 & 2013 • GLASSDOOR’S

TOP 25 COMPANY FOR CAREER

OPPORTUNITIES 2012 • EUROPEAN SABRE

AWARDS 2012 FOR SHELL, CARLSBERG &

COINTREAU • CANNES LION SILVER

AWARDS FOR XBOX • CANNES LION GOLD

AWARD FOR HEINEKEN • HOLMES REPORT

GLOBAL AGENCY OF THE YEAR 2013 •

CANNES LION GRAND PRIX FOR UNILEVER

• HOLMES REPORT PAN-EUROPEAN

CONSULTANCY OF THE YEAR 2015

GLOBAL CLIENTS(SOME OF OUR)

CONTINUED INVESTMENT IN INTELLECTUAL CAPITAL

PRISM

DIVERSEIN-HOUSE OFFERING

Creative

Digital

Research

Content Creation

Editorial

EDELMAN


SOME OF OUR CLIENTS



SOME OF EDELMAN’S EUROPEAN CLIENTS



HOW INFLUENCE HAS CHANGED


Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do

what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4

Box, Trust) Informed Public and Mass Population, Ireland

85%of Population

39Trust Index

15%of Population

49Trust Index

Informed Public

MassPopulation

Authority & Influence

Influence

Authority

THE INVERSION OF

INFLUENCE


Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines,

such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279

Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+)

General Population, Ireland, question asked of half the sample.

70

68

63

44

27

18

Search

TV

Social

Newspapers

Magazines

Blogs

2 of top 3 most-used

sources of news and

information are peer-

influenced media

THE INFLUENCE OF

P2P MEDIAPercent who use each

media source several

times a week or more


HOW MEDIA HAS CHANGED

• More than 60 percent of time spent

with digital media is mobile

• Most time is spent in just five apps.

Facebook and Google dominate

• Content is curated through the lens

of your friends and algorithms are

the new intermediaries

®

• Content is infinite

• Attention is finite

• Consumption is in sound bites

@rosney #commsPRdigital

Media Fragmentation

Mobile Personalisation

Advertising Frustration

• Ad blocking is now mainstream,

particularly on mobile devices

• Many display ads are paid for, yet

often unseen by actual humans

• Transparency concerns loom large

across the media buying supply

chain


COMMUNICATIONS

MARKETINGIS WHAT WE DO

Communications must operate

with the emotional resonance

and analytic rigor of marketing,

while marketing must operate

with the storytelling, stakeholder

and societal mindset of

communications.


OUR EDITORIAL MODEL

The next story to galvanize your

audience masses is just as likely to

appear as a long-form article in a

print publication or on a social-

by-design blogging platform as it

is to show up as a simple graphic

or raw image shared on social

media. We need to show up on all

of those channels first to capture

hearts and minds, then pull

audiences deeper into our own

story. In other words, our owned

stories must earn attention on

popular platforms as it earns

traditional media coverage.

The key to achieving this is an

Editorial Playbook, the guiding

document for a brand’s narrative

across all content channels.

HOW STORIES TRAVEL

@rosney

@rosney #CommsPRdigital@rosney

Platforms:

Three types of

technology hubs where

most content discovery

now starts. These

dominate the digital day

and include social

networks, messaging

services, search engines

and personalized news

curators.

Publishers:

Three overlapping

groups of content

creators. These include

traditional and digital-

native news

organisations, platform-

savvy influencers plus

content and digital

experiences built by

brands.


• Social media includes all major

networks and messaging apps

• Facebook, Instagram, Snapchat

and more dominate the day

• Most are becoming destinations

for news: Facebook Instant

Articles, Twitter Moments,

Snapchat Discover, etc.

®

SOCIAL


• Search engines include Google,

Bing, Yahoo and Wikipedia

• Google continues to dominate.

Mobile searches have surpassed

those from desktops

• Google Accelerated Mobile Pages is

a new way to discover relevant

topical news stories

®

SEARCH


• Curators are

platforms that

offer

personalised

feeds

• Apple News, a

newcomer,

already has

40M+ users

• Others include

Medium (a

new op-ed

page),

podcasts and

email

newsletters

®

CURATORS


• Influencers are

digitally savvy

individual

creators who

craft content

with the

platforms in

mind

• Many are video

influencers

federated into

paid networks

• LinkedIn is

becoming a

hub for

industry

experts

®

INFLUENCERS

@rosney #CommsPRdigital®

INFLUENCERSMedia/

Influencers

Media

Media/

Brands

Brands

Brands/

Influencers

Individual

Influencers

Respect personal creative freedom, craft

the message into a story they’ll respect.

Choose carefully,

build long-term

personal

relationships, respect

their creative

freedom.

Carefully align

personal and brand

values for huge

communications

benefits.

Build operations

with editorial

integrity to create

the content your

audience wants.

Create the content your audience

wants.

Craft your

message into a

story that aligns

with your

partner’s editorial

integrity.

EACH SPECIES OF

INFLUENCER HAS THEIR

STRENGTHS AND

WEAKNESSES, AND A

PARTICULAR WAY OF

WORKING.


• Media includes

prestige and

digital-native

news brands

• Facebook is

often their

primary source

of traffic

• Publishers are

aiming to stand

out via

enterprise

journalism,

digital

innovation or

social

optimisation

®

MEDIA


• Many brands are

eager to engage

audiences

directly with

their own

content

• Scale is a

challenge,

unless the topic

is high interest

• The best content

programs are

experiential and

built with

earned media in

mind

®

BRANDS


HOW TO NAVIGATE THE NEW LANDSCAPE


EVOLVE

See around the corner to

predict what will happen, listen

to community feedback and

adapt the strategy for brands.

You must have action before

communication.

PROMOTE

Grounded in our storytelling

heritage, with ideas designed to

start movements, with an

emphasis on experiences that are

true to life and add value to

relationships.

PROTECT

This goes beyond crisis

management. We need to hold

the organisation to its promises

where it matters most, on issues as

diverse as human rights, tax and

product safety. Globalisation and

transparency are the game

changers.


• News you read is often different than news you say you

read

• 76% of journalists feel more pressure to get their stories

shared on social media.

• Consider embracing both a social-by-design and a

linear-and-logical approach to every content asset or

program

• Leverage data, visuals, emotion, identity and technology

®

DEVELOP SOCIAL STORYLINES


• Distribution-centric thinking helps programs scale.

Employee advocacy is potentially an easy place to start

• Paid efforts like sponsored content and influencer

programs can also increase a program’s digital surface

area

• In media relations, consider emphasising publishers that

are “all in” on Facebook Instant Articles, LinkedIn and

Apple News

®

EMBRACE DISTRIBUTED THINKING


• Content for content sake isn’t enough. “If you build it, they

will come” doesn't work well in a mobile-centric age

• However, original content is increasingly the lead domino

that knocks over others and begins a virtuous cycle of

earned media

• Content assets should be crafted with an earned-media

mindset, holistic thinking and, when possible, have paid

support

®

DRIVE TO EARNED MEDIA


• A singular narrative is key in a world of fragmented

content

• However, stories need to be hand-crafted to fit in the

spaces where they will be discovered, shared and

consumed

• When in Rome, do as the Romans do

• Digital influencers an journalists are good role models to

follow

©2016 Daniel J. Edelman, Inc. All rights reserved.®

CRAFT A SINGLUAR NARRATIVE


• High-interest/useful, high-quality content that’s

unavailable anywhere else can often find an audience

• Much like reporters are embracing “enterprise

journalism,” brands should look at investing in similar

scarce assets

• Intellectual property follows this formula. It earns

attention on merit and can become a content franchise

®

TURN SCARCITY INTO AN ASSET


THE TRINITY PLANNING, CREATIVE,

EDITORIAL

PLANNING CREATIVE

ACCOUNT

TEAM

EDITORIAL

PUBLICISTSTUDIOBLOGGERPAID

SPECIALIST

EDITORIAL IMPACT

Editorial Directors apply a filter to creative ideas, ensuring they can be told in the ways media want to report them.

Determine editorial content required to land coverage and spark conversation in the right places.

Studio produces editorial assets.

CREATIVE IDEAS

Multi-discipline teams bring brand stories to life in original ways.

Combining art directors, copywriters and media specialists.

European creative network ensures ideas travel borders and different media channels.

PLANNING & INSIGHT

Planning leads with insights and analytics.

Data-driven understanding of audience mindset.

100+ Research Team provides culture, media and industry intelligence.

Editorial analytics – based on likes, shares, searches and more – help predict future behaviour and most active channels for audiences.

M&E – solving business problems is the metric we always strive to achieve.

COPYWITER

ART

DIRECTIOR

TECH-

NOLOGIST

PUBLICIST

RESEARCH

ANALYTICS

TRENDS

TOOLS



THANK [email protected]

TWITTER @ROSNEY

Emma Leech, Director of Marketing & Advancement, Loughborough University

Pride, Passion & Partnership: Authentic Social Advocacy@EmmaJ70


What is reputation?


Authentic social advocacy?


Collaboration at the heart of our strategy


Strategic approach


Stakeholder engagement


Focus on stand out


Mobile rules…


Why news is important… and PR methods need updating


Content, search and social media in a PR context


Integrated public relations


Selecting channels

How the world uses Twitter 2014-15 Hubspot



Global reach



Targeting your audience



Timing is everything



Visuals rule!


Integrating and optimising


Image from www.drapersonline.com

The journey so far…


Image from themetapicture.com

Social media explained


User generated content


Creating engaging content


Creating content – A two way conversation


Best student experience


Social media buzz


Results Day - Golden Ticket – PR amplification


Results Day - Golden Ticket – Detailed content strategy


Results Day - Golden Ticket – Emotional appeal


Results Day - Golden Ticket – Cut through and clarity


Results Day - Golden Ticket – Media profile


Facebook: Main page+902 followers (Total reach 1.26M)

Freshers page+243 followers (Total reach 24.6K)

Results Day - Golden Ticket – Social impact


Snapchat totals: Snaps: 19 Views: 43,800 Screengrabs: 105

Results Day - Golden Ticket – COPE methodology


Instagram: Followers increased by 259 17-22 August, 3,000 #LboroFamily video views Storify: 2K views

Results Day - Golden Ticket – Leveraging images


200+ selfies and golden tickets received

Results Day - Golden Ticket – Personalisation


Twitter: Main account 15 - 21 August 2016

828.2K impressions

2.9K link clicks 1.2K retweets 1.8K likes 143 replies

+427 followers

Results Day - Golden Ticket – Online impact


Page views by hour

VS

Calls received

Hour Page Views Unique

Page Views

Bounce

Rate

Pages/Session Calls received

7 2,343 1,669 38.17% 3.4 N/A

8 5,029 2,743 29.16% 5.07 1223

9 5,524 2,998 28.68% 5.08 1419

10 5,228 2,694 31.94% 5.2 1149

11 4,528 2,270 26.60% 5.38 779

12 3,172 1,683 29.73% 5.12 650

13 2,542 1,422 28.57% 4.78 462

14 2,162 1,267 24.34% 4.78 380

15 2,016 1,127 29.00% 5.04 320

16 1,411 885 27.30% 4.19 258

17 1,068 700 33.09% 3.93 268

40,105 23,384 30.58% 4.58 9183

Results Day - Golden Ticket – Mapping the metrics


Golden ticket selfie montage – sharable content


It’s all about people


Rio 2016


Rio 2016 – Leveraging the Olympics


Rio 2016 – Authentic advocacy


Rio 2016 – Multi-channel coverage


Edurank – Outstanding impact


Rio 2016 – Maddie Hinch Video


Rio 2016 - Passion, pride and partnership


Rio 2016 – Amplifying the message


Lessons learnt - Always be opportunistic


Lessons learnt - Listening and responding

Snapchat Q&A quick stats (over 3 Q&As in March & April):

Snaps sent: 102Questions received: 219Total views: 187,860Total screenshots of our snaps: 134Friends growth since 10/03/2016: 955Total friends as of 27/04/2016: 2896


And when it all gets too much…


Treat your advocates with respect


Thank [email protected]

@EmmaJ70


John Carroll, CEO of the Public Relations Institute of Ireland‘Ethics, Regulation and Influencers’


PRII Social Media Guidelines

Illegal

Unethical


Regulation European Union’s 2005 Unfair Commercial Practices Directive

◦ Using editorial content in the media to promote a product where a trader has paid for the promotion without making that clear in the content or by images or sounds clearly identifiable by the consumer (advertorial).

Federal Trade Commission (US) Guidelines

Consumer and Markets Authority (UK) – Social Chain Decision


Code of Lisbon

Any attempt to deceive public opinion or its representatives is forbidden.

News must be provided without charge or hidden reward for its use or publication.


It doesn’t actually matter, does it?


Scott Field, Director of Communications for the British Olympic Association

‘Methods of Modern Communication’


Team GB in Numbers

• 27 Gold, 23 Silver, 17 Bronze• c. 11,000 athletes in Rio• c. 22,000 media in Rio• 10.5hrs sport Rio FIFA WC ‘14• 6,755hrs sport Rio 2016• 366 Team GB athletes• 303 at first away Games• 164 women and 202 men• 833 people kitted out


Prepare to Perform – Engagement Channels

• Sport briefings• Rio Ready programme• Nearest and Dearest programme• Kitting Out briefings• Athlete Facebook group• Email communications• Athlete Village welcome briefing• Rio app• Security app


Traditional Problems… New Opportunities


Issues or Crisis?

• What is a crisis?• Issues planning• Team GB incident:

Working under pressure Identifying facts Monitoring social UK support systems (+4hrs) Relationships count Lessons… ‘it’s the cover up that kills you’


Success Breeds Success

• Team GB second in social stakes 162.9m Twitter impressions 502.7m Facebook reach 26.4m total video views 580,215 Team GB fan growth

• BBC break all records 45.2m watched Rio 2016 for 15mins+ 30.2m streams on iPlayer 102.3m unique browsers online 19m on biggest single day (v. 10m in 2012)


THANK YOU@CIPR_NI #CommsPRdigital

@cipr ni #commsprdigital · source: 2016 edelman trust barometer - how often do you read, view, ......

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