Revolution or Evolution... It's Your Choice?
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Marketing & Communications is changing rapidly. This presentation will take your through the changes you need to make in brand storytelling, communications, PR and reputation building to survive and thrive.
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Revolution or Evolution... It's Your Choice?
- 1. @jonobean Revolution or Evolution! …it’s your choice? @jonobean
- 2. @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
- 4. @jonobean TRUST ME! PR IS DEAD! @jonobean
- 5. @jonobean Robert Phillips! Head of Chambers at Jericho Chambers Former EMEA CEO of Edelman Author of Trust Me, PR is Dead (2015)! @jonobean
- 6. @jonobean DATA & INSIGHTS OUTCOMES " NOT OUTPUTS NETWORKS " NOT HIERARCHIES SCALE TALENT 1 2 3 4 5 5 Threats to PR! @jonobean
- 7. @jonobean 10 billion $ 13,5 billion $ Revenue increase 2012 - 2015! @jonobean
- 8. @jonobean 33% increase in PR employees! (outnumbering journalists 4:1) @jonobean
- 9. @jonobean PR specialists earns 40% more than journalists! @jonobean
- 10. 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
- 12. @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
- 13. @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
- 14. @jonobean Bjornpilot 17,000 to 48,000 + followers in last 12 months
- 15. ADMIRE TRUST FEELING ESTEEM Building a reputation! @jonobean Source: Reputation Institute Reptrack Framework
- 16. @jonobean Marrying Brand Purpose with Commercial Purpose ! @jonobean
- 17. @jonobean
- 18. @jonobean Marrying Brand Purpose with Commercial Purpose ! @jonobean
- 19. Don’t let big (or small) data bury your brand! @jonobean
- 21. @jonobean
- 22. 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
- 23. • 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!
- 25. @jonobean Reaching limits?! Consuming content Going to the bathroom Sleeping Source: Mark Schaffer - The Content Code
- 26. @jonobean Exabytes of info on the internet! Today 2020 CONTENT! SHOCK!
- 27. @jonobean Identifying your alpha audience! Only 2%…
- 28. @jonobean The brand newsroom! The Red Cross – September 2015 @jonobean
- 29. ! ! Primary Communications objective:! ! Building trust in the " Red Cross organisation" @jonobean
- 30. ! ! How Mynewsdesk helps! ! Help us get our message heard " by the right audience quickly " and efficiently @jonobean
- 31. Referrals: redcross.se | Facebook | Twitter | rednet.redcross.se A new approach to Content! 12 Content pieces 8 Stories 3 Images / documents
- 32. Mobile first! 47% Desktop ! Changing the content & story approach in a mobile first world ! 53% Mobile @jonobean @jonobean
- 33. 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
- 34. 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
- 35. 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
- 36. In the age of Content Shock we need to care about ! the elite 2%! @jonobean
- 37. @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!
- 38. @jonobean Red Cross Email Alpha Audience! 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
- 39. Now some product ! presents for you! @jonobean
- 42. Customize!
- 45. Customize Story Widget Top News Multiple Stories Multiple Stories Top news Story Widget Top News Multiple Stories @jonobean
- 46. 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
- 47. Its time to “Think Different” otherwise you will become irrelevant Its time to “Think Different” otherwise you will become irrelevant ! @jonobean