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Modernizing public 
1 | 21.11.2014 
relations 
Including a planning case study 
Stephen Waddington 
wadds.co.uk @wadds
Stephen Waddington 
Director, Ketchum Europe 
President, Chartered 
Institute of Public Relations 
Author and blogger 
2 | 21.11.2014
#1 Shift to social 
3 | 21.11.2014 
@wadds
Welcome to the party 
4 | 21.11.2014
Business of Influence - Sheldrake 
5 | 21.11.2014
Deference to reference 
6 | 21.11.2014 
Leaders 
Elders 
Experts 
Public 
Influencers 
Friends and family
Deference to reference 
7 | 21.11.2014 
Friends and family 
Influences 
Public 
Experts 
Elders 
Leaders
The audience answers back 
8 | 21.11.2014
Media 
relations 
9 | 21.11.2014 
Influencer 
relations 
Community 
management 
Social 
Business 
Evolution of public relations
#3 Media relations 
10 | 21.11.2014 
@wadds
Media on Twitter 
11 | 21.11.2014
Insights via Twitter 
12 | 21.11.2014
Optimize content 
13 | 21.11.2014
Branded newsrooms 
14 | 21.11.2014
Analytics 
15 | 21.11.2014
Analytics 
16 | 21.11.2014
17 | 21.11.2014 
#4 Influencer 
relations 
@wadds
Media 
relations 
18 | 21.11.2014 
Influencer 
relations 
Community 
management 
Social 
Business 
Evolution of public relations
YouTubers 
19 | 21.11.2014
Instagramers 
20 | 21.11.2014
Tools: Traackr 
21 | 21.11.2014
22 | 21.11.2014 
#5 Social 
communities 
@wadds
Media 
relations 
23 | 21.11.2014 
Influencer 
relations 
Community 
management 
Social 
Business 
Evolution of public relations
Brands as media 
24 | 21.11.2014
Community management 
Research/Insight 
•Web analytics 
•Web research 
•Search insight 
•Social networks 
•Conversation 
•Influencers 
25 | 21.11.2014 
Strategy 
•Define goals and 
objectives 
•Devise means of 
motivation and 
engagement 
Content 
•Format 
•Function 
•Content 
optimisation 
Channels 
•Facebook 
•Twitter 
•LinkedIn 
•Google+ 
Engagement 
•Community 
management 
•Campaign 
lifecycle 
•Social lifecycle 
Evaluation 
•SMART Objectives 
•The Barcelona 
Principles 
•Valid Metrics
Shift to realtime 
26 | 21.11.2014 
Short Form 
Video 
Real-Time 
Content Ideation 
and Creation 
Search and 
Social 
Optimized 
Content 
Social Posts 
Shareable 
Visuals & 
Infographics 
Offline Event 
Support 
Blogger 
Collateral
Paid, Earned, Shared & Owned 
27 | 21.11.2014
Reorganizing teams 
28 | 21.11.2014
#6 Social business 
29 | 21.11.2014 
@wadds
Media 
relations 
30 | 21.11.2014 
Influencer 
relations 
Community 
management 
Social 
Business 
Evolution of public relations
Social brands 
31 | 21.11.2014
Social business 
32 | 21.11.2014
Customer service 2.0 
33 | 21.11.2014
Customer service 2.0 
34 | 21.11.2014
Customer service 2.0 
35 | 21.11.2014
Customer service 2.0 
36 | 21.11.2014
Customer service 2.0 
37 | 21.11.2014
Customer service 2.0 
38 | 21.11.2014
Customer service 2.0 
39 | 21.11.2014
#7 Organizational 
40 | 21.11.2014 
design 
@wadds
Disruptors 
41 | 21.11.2014
Specialist team 
42 | 21.11.2014
Hub and spoke 
43 | 21.11.2014
Social business 
44 | 21.11.2014
45 | 21.11.2014 
#7 Planning 
exercise 
@wadds
#PRtoolbox 
We’re obsessed about the application of so-called big 
data in public relations to inform and measure the success 
of our campaigns. 
But what does that actually mean in practice? 
46 | 21.11.2014
#PRtoolbox 
This is a public relations planning exercise using data and 
tools to identify a public (or audience to use marketing 
parlance) and insights to influence behavioural change. 
I’ve used free or low-cost tools to enable other people you 
to experiment with the process and methodology. 
The deck was inspired by Julian Cole’s Digital Strategy 
Toolbox 2014 keynote at Upload Lisboa 2014, Portugal. 
Julian is head of planning at BBH in New York. Look him up 
on Twitter @JulianCole. 
47 | 21.11.2014
#PRtoolbox 
Free or low cost tools are never as sophisticated or robust as 
commercial tools and there is no guarantee of the quality 
of the output or continuity of service. 
There is no such thing as free. 
48 | 21.11.2014
Challenge 
A travel agent wants to attract people from around the UK 
to visit Leeds for short breaks. 
49 | 21.11.2014
Public relations planning 
50 | 21.11.2014 
Research 
Insight 
Strategy 
Evaluation 
Content Creativity 
Channels
Public relations planning 
51 | 21.11.2014 
Research 
Insight 
Strategy 
Evaluation 
Content Creativity 
Channels
Customer journey 
#1 Google Customer Journey 
#2 Google Consumer 
Barometer 
#3 Google Search Trends 
#4 Google Adwords Keyword 
Planner 
#5 Google Search 
#6 AnswerThePublic.com 
Social 
#7 Buzzsumo 
#8 Iconosquare 
#9 Topsy 
52 | 21.11.2014 
#10 Facebook Ad Insights 
#11 Twitter 
#12 Followerwonk 
#13 Echosec 
Web 
#14 Marketing Grader 
#15 Boardreader 
#16 TripAdvisor 
#17 YouGov Profiler 
#18 Office for National Statistics 
Tools
Try it for yourself 
You’ll find a full list of the tools and links at 
wadds.co.uk/prtoolbox. 
Follow along during the exercise or try it out for yourself. 
53 | 21.11.2014
#1 Google Customer Journey 
The Google Customer Journey shows what channels 
influence customer decisions at different points in the 
purchase cycle. 
How 
1. Head to the Google Customer Journey tool 
2. Filter by country and market 
54 | 21.11.2014
55 | 21.11.2014 
Insight #2 Public 
relations greatest 
influence on 
decision making 
Insight #3 Data 
capture and direct 
marketing to close 
sale 
Insight #1 Ads firmly 
start of the customer 
journey
56 | 21.11.2014 
Insight #1 Social 
start of customer 
journey (US market 
more developed) 
Insight #2 Public 
relations greatest 
influence on 
decision making 
Insight #3 Data 
capture and direct 
marketing to close 
sale
#2 Google Consumer Barometer 
Consumer Barometer helps you understand how people 
use the internet. It digs into more detail than the Customer 
Journey Tool. It covers 45 countries and 10 product 
categories. 
How 
1. Visit Google Consumer Barometer 
2. Use pre-populated questions or the filter options 
57 | 21.11.2014
58 | 21.11.2014 
Insight #1 Previous 
experience greatest 
influence on future 
intent 
Insight #2 Online 
research and social 
second greatest 
influence
#3 Google Search Trends 
Google Trends shows how often a particular search-term is 
entered relative to the total search-volume across various 
regions of the world, and in various languages. 
How 
1. Visit Google Trends 
2. Search by keyword, filtered by country 
3. Analyse trends by date 
4. Review competitors 
59 | 21.11.2014
60 | 21.11.2014 
Insight #1 How do 
we get there?
#4 Google AdWords Keyword Planner 
Google AdWords Keyword Planner show the search 
frequency that keywords and the actual search terms 
people enter into Google when conducting a search. 
How 
1. Visit Google AdWords Keyword Planner and select 
tools 
2. Filter by country, device and locations 
3. Review competitors 
4. Analyse time period comparisons to review trends 
61 | 21.11.2014
62 | 21.11.2014 
Insight #1 Search 
volumes are a proxy 
for buying intention 
Insight #2 
Spontaneity: last 
minute, weekend 
and accommodation 
Insight #3 Young 
people, male and 
female, 18 to 30
#5 Google Search 
Google is the dominant search engine. Using the Google in 
incognito shows how content appears in search. 
How 
1. Visit Google 
2. Search by keyword and take a consumer eye view to 
results 
63 | 21.11.2014
Insight #1 
Partnership 
opportunity 
64 | 21.11.2014
65 | 21.11.2014
#6 AnswerThePublic.com 
AnswerThePublic.com is a tool built by search and content 
agency PropellerNet. It enables you to interrogate 
aggregated auto-complete data from Google and 
understand the real questions that people are asking when 
they complete a search query. 
How 
1. Visit AnswerThePublic.com 
2. Search by a variety of keywords. Use the terms surfaced 
by Google Keyword planner. 
66 | 21.11.2014
67 | 21.11.2014 
Insight #1 Results of 
limited use. Need to 
do broader searches
#7 Buzzsumo 
Buzzsumo is a social media monitoring tool that 
characterizes a keyword by the content shared and key 
influencers. 
How 
1. Visit Buzzsumo and search Leeds 
2. View results by top content and top influencers 
68 | 21.11.2014
Insight #1 No 
content of any 
relevance of use 
xxxx 
How 
xxxx 
69 | 21.11.2014
Insight #1 
Influencers all 
Leeds-based 
70 | 21.11.2014
#8 Iconosquare 
Iconosquare, formerly Statigram, is a basic tool to filter 
Instragram and surface content based on hashtags or 
keywords. 
How 
1. Visit Iconosquare and log on with your Instagram 
account 
2. Search keywords and hashtags 
71 | 21.11.2014
72 | 21.11.2014 
Insight #1 Retail 
content 
Insight #2 Music 
events and gigs
#9 Topsy 
Topsy is a social media monitoring tool that identifies 
influencers around a topic. Its like Buzzsomo but provides a 
greater level of granularity. 
How 
1. Visit Topsy and search Leeds 
2. Page through the results looking for interesting people 
73 | 21.11.2014
74 | 21.11.2014 
Insight #1 Leeds is a 
destination for music 
talent
75 | 21.11.2014 
Insight #1 And 
comedians
#10 Facebook Ad Insights 
Use Facebook Ad planner to build a campaign and 
characterize the potential audience. 
How 
1. Log onto Facebook and create an ad campaign 
2. Use the variables from prior planning process to target 
the campaign 
76 | 21.11.2014
77 | 21.11.2014 
Insight #1 Potential 
public or audience of 
80,000 people
#11 Twitter 
Popular online social network for short messages. Mobile 
and news driven. 
How 
1. Visit Twitter and log in with your account details 
2. Use advanced search function to interrogate 
influencer, hashtags, keywords and conversations 
78 | 21.11.2014
79 | 21.11.2014 
Insight #1 
Significant 
community around 
shopping in the city 
Insight #2 Culture, 
traditional media 
and football key 
influencers
#12 Followerwonk 
Followerwonk enables you to search Twitter bios by 
keywords and return results based on networks, followers 
and social authority score. 
How 
1. Visit Followerwonk and log in with your Twitter details 
2. Search by bio location and keyword 
80 | 21.11.2014
81 | 21.11.2014 
#1 High profile talent 
and influencers from 
Leeds 
#2 Strong Twitter 
community in the 
City
#13 Echosec 
Echosec is a location based social media monitoring tool 
that extracts location meta data from social media posts 
and serves the results overlaid on a Google Map. 
How 
1. Visit Echosec and select demo options 
2. Search by postcode and mark an area to interrogate 
82 | 21.11.2014
83 | 21.11.2014
84 | 21.11.2014 
Insight #1 Limited 
insight above and 
beyond other tools
#14 Marketing Grader 
Marketing Grader is a service from Hub Spot that 
characterizes website marketing performance. 
How 
1. Visit marketing.grader.com and enter the URL of the site 
you want to review 
2. Scrutinize blogging, social media, SEO and lead 
performance 
85 | 21.11.2014
86 | 21.11.2014 
Insight #1 Social 
media activity 
Insight #2 
Authoritative 
inbound links
87 | 21.11.2014 
Insight #1 
Combination of 
blogs and traditional 
media
88 | 21.11.2014 
Insight #1 
Significant Twitter 
community
#15 Boardreader 
Boardreader is a search engine for message boards and 
online communities. 
How 
1. Visit Boardreader and search by keyword 
2. Scrutinize results, and related popular topics 
89 | 21.11.2014
Insight #1 Limited 
insight. Students 
and football club key 
90 | 21.11.2014 
topics
#16 TripAdvisor 
Destination website and app for travel deals and reviews. 
How 
1. Visit TripAdvisor 
2. Take a consumer eye view of hotels, restaurants and 
attractions 
91 | 21.11.2014
92 | 21.11.2014 
Insight #1 Three of 
the top five ranked 
destinations are 
cinemas or theatres
#17 YouGov Profiler 
YouGov Profile is a segmentation and planning tool for 
agencies and brands based on YouGov consumer 
research. 
How 
1. Visit YouGov Profiler and search for leads 
2. Explore consumer profile and data that is returned 
93 | 21.11.2014
94 | 21.11.2014 
Insight #1 Female 
25 to 39 years-old 
Insight #3 
Deposable income 
of £125 to £499
#18 Office for National Statistics 
The Office for National Statistics collates data about 
statistics related to the economy, population and society of 
England and Wales. 
How 
1. Visit Office of National Statistics 
2. Look up data and reports related tourism 
95 | 21.11.2014
96 | 21.11.2014 
Insight #1 Boom in 
travel to London for 
overseas visitors 
Insight #2 Locations 
of overseas visitors 
to the UK 
Source: 16.8m overseas visits to London in 2013, up 43.5% in 10 years - http://wadds.co/1yBQ8fm
97 | 21.11.2014 
Insight #1 The 
market for so-called 
staycations remains 
strong 
How does the UK economy affect where the British go on holiday? - ONS - http://wadds.co/1xAxK85
Research Summary 1 
1. The market for staycations remains strong (ONS) 
2. The customer journey for short UK breaks starts with 
awareness and is closed with data capture (Google) 
3. Word-of-mouth and previous experience critical to 
decision making process (Google) 
4. The Leeds experience (various) 
 How to get there 
 Where to stay 
 Retail, culture (gigs, cinema and theatre), and football 
 Universities, student population 
98 | 21.11.2014
Research Summary 2 
5. Potential Facebook audience of around 60,000 people 
(age: 18-30, interest: travel and behaviour: freq. travel) 
(Facebook) 
6. January, July and August are peak periods for short 
breaks to Leeds (Google) 
7. Visit Leeds could be a potential partnership opportunity 
(Visit Leeds) 
99 | 21.11.2014
Research Summary 3 
8. Strong Twitter community but need to test the reach 
and relevance outside the City (various) 
9. Earned media provides opportunity for profile and 
authoritative backlinks (Hubspot) 
10. How can we persuade visitors to London to go to 
Leeds? (ONS) 
100 | 21.11.2014
Thank you 
There has never been a 
more exciting time to work 
in our business 
Create your own media 
and networks, and immerse 
yourself in new tools and 
workflow 
Consider your own 
contribution to the 
development of our 
discipline as a profession 
101 | 21.11.2014
Modernizing public 
102 | 21.11.2014 
relations 
Including a planning case study 
Stephen Waddington 
wadds.co.uk @wadds

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Modernizing public relations, including a planning case study

  • 1. Modernizing public 1 | 21.11.2014 relations Including a planning case study Stephen Waddington wadds.co.uk @wadds
  • 2. Stephen Waddington Director, Ketchum Europe President, Chartered Institute of Public Relations Author and blogger 2 | 21.11.2014
  • 3. #1 Shift to social 3 | 21.11.2014 @wadds
  • 4. Welcome to the party 4 | 21.11.2014
  • 5. Business of Influence - Sheldrake 5 | 21.11.2014
  • 6. Deference to reference 6 | 21.11.2014 Leaders Elders Experts Public Influencers Friends and family
  • 7. Deference to reference 7 | 21.11.2014 Friends and family Influences Public Experts Elders Leaders
  • 8. The audience answers back 8 | 21.11.2014
  • 9. Media relations 9 | 21.11.2014 Influencer relations Community management Social Business Evolution of public relations
  • 10. #3 Media relations 10 | 21.11.2014 @wadds
  • 11. Media on Twitter 11 | 21.11.2014
  • 12. Insights via Twitter 12 | 21.11.2014
  • 13. Optimize content 13 | 21.11.2014
  • 14. Branded newsrooms 14 | 21.11.2014
  • 15. Analytics 15 | 21.11.2014
  • 16. Analytics 16 | 21.11.2014
  • 17. 17 | 21.11.2014 #4 Influencer relations @wadds
  • 18. Media relations 18 | 21.11.2014 Influencer relations Community management Social Business Evolution of public relations
  • 19. YouTubers 19 | 21.11.2014
  • 20. Instagramers 20 | 21.11.2014
  • 21. Tools: Traackr 21 | 21.11.2014
  • 22. 22 | 21.11.2014 #5 Social communities @wadds
  • 23. Media relations 23 | 21.11.2014 Influencer relations Community management Social Business Evolution of public relations
  • 24. Brands as media 24 | 21.11.2014
  • 25. Community management Research/Insight •Web analytics •Web research •Search insight •Social networks •Conversation •Influencers 25 | 21.11.2014 Strategy •Define goals and objectives •Devise means of motivation and engagement Content •Format •Function •Content optimisation Channels •Facebook •Twitter •LinkedIn •Google+ Engagement •Community management •Campaign lifecycle •Social lifecycle Evaluation •SMART Objectives •The Barcelona Principles •Valid Metrics
  • 26. Shift to realtime 26 | 21.11.2014 Short Form Video Real-Time Content Ideation and Creation Search and Social Optimized Content Social Posts Shareable Visuals & Infographics Offline Event Support Blogger Collateral
  • 27. Paid, Earned, Shared & Owned 27 | 21.11.2014
  • 28. Reorganizing teams 28 | 21.11.2014
  • 29. #6 Social business 29 | 21.11.2014 @wadds
  • 30. Media relations 30 | 21.11.2014 Influencer relations Community management Social Business Evolution of public relations
  • 31. Social brands 31 | 21.11.2014
  • 32. Social business 32 | 21.11.2014
  • 33. Customer service 2.0 33 | 21.11.2014
  • 34. Customer service 2.0 34 | 21.11.2014
  • 35. Customer service 2.0 35 | 21.11.2014
  • 36. Customer service 2.0 36 | 21.11.2014
  • 37. Customer service 2.0 37 | 21.11.2014
  • 38. Customer service 2.0 38 | 21.11.2014
  • 39. Customer service 2.0 39 | 21.11.2014
  • 40. #7 Organizational 40 | 21.11.2014 design @wadds
  • 41. Disruptors 41 | 21.11.2014
  • 42. Specialist team 42 | 21.11.2014
  • 43. Hub and spoke 43 | 21.11.2014
  • 44. Social business 44 | 21.11.2014
  • 45. 45 | 21.11.2014 #7 Planning exercise @wadds
  • 46. #PRtoolbox We’re obsessed about the application of so-called big data in public relations to inform and measure the success of our campaigns. But what does that actually mean in practice? 46 | 21.11.2014
  • 47. #PRtoolbox This is a public relations planning exercise using data and tools to identify a public (or audience to use marketing parlance) and insights to influence behavioural change. I’ve used free or low-cost tools to enable other people you to experiment with the process and methodology. The deck was inspired by Julian Cole’s Digital Strategy Toolbox 2014 keynote at Upload Lisboa 2014, Portugal. Julian is head of planning at BBH in New York. Look him up on Twitter @JulianCole. 47 | 21.11.2014
  • 48. #PRtoolbox Free or low cost tools are never as sophisticated or robust as commercial tools and there is no guarantee of the quality of the output or continuity of service. There is no such thing as free. 48 | 21.11.2014
  • 49. Challenge A travel agent wants to attract people from around the UK to visit Leeds for short breaks. 49 | 21.11.2014
  • 50. Public relations planning 50 | 21.11.2014 Research Insight Strategy Evaluation Content Creativity Channels
  • 51. Public relations planning 51 | 21.11.2014 Research Insight Strategy Evaluation Content Creativity Channels
  • 52. Customer journey #1 Google Customer Journey #2 Google Consumer Barometer #3 Google Search Trends #4 Google Adwords Keyword Planner #5 Google Search #6 AnswerThePublic.com Social #7 Buzzsumo #8 Iconosquare #9 Topsy 52 | 21.11.2014 #10 Facebook Ad Insights #11 Twitter #12 Followerwonk #13 Echosec Web #14 Marketing Grader #15 Boardreader #16 TripAdvisor #17 YouGov Profiler #18 Office for National Statistics Tools
  • 53. Try it for yourself You’ll find a full list of the tools and links at wadds.co.uk/prtoolbox. Follow along during the exercise or try it out for yourself. 53 | 21.11.2014
  • 54. #1 Google Customer Journey The Google Customer Journey shows what channels influence customer decisions at different points in the purchase cycle. How 1. Head to the Google Customer Journey tool 2. Filter by country and market 54 | 21.11.2014
  • 55. 55 | 21.11.2014 Insight #2 Public relations greatest influence on decision making Insight #3 Data capture and direct marketing to close sale Insight #1 Ads firmly start of the customer journey
  • 56. 56 | 21.11.2014 Insight #1 Social start of customer journey (US market more developed) Insight #2 Public relations greatest influence on decision making Insight #3 Data capture and direct marketing to close sale
  • 57. #2 Google Consumer Barometer Consumer Barometer helps you understand how people use the internet. It digs into more detail than the Customer Journey Tool. It covers 45 countries and 10 product categories. How 1. Visit Google Consumer Barometer 2. Use pre-populated questions or the filter options 57 | 21.11.2014
  • 58. 58 | 21.11.2014 Insight #1 Previous experience greatest influence on future intent Insight #2 Online research and social second greatest influence
  • 59. #3 Google Search Trends Google Trends shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages. How 1. Visit Google Trends 2. Search by keyword, filtered by country 3. Analyse trends by date 4. Review competitors 59 | 21.11.2014
  • 60. 60 | 21.11.2014 Insight #1 How do we get there?
  • 61. #4 Google AdWords Keyword Planner Google AdWords Keyword Planner show the search frequency that keywords and the actual search terms people enter into Google when conducting a search. How 1. Visit Google AdWords Keyword Planner and select tools 2. Filter by country, device and locations 3. Review competitors 4. Analyse time period comparisons to review trends 61 | 21.11.2014
  • 62. 62 | 21.11.2014 Insight #1 Search volumes are a proxy for buying intention Insight #2 Spontaneity: last minute, weekend and accommodation Insight #3 Young people, male and female, 18 to 30
  • 63. #5 Google Search Google is the dominant search engine. Using the Google in incognito shows how content appears in search. How 1. Visit Google 2. Search by keyword and take a consumer eye view to results 63 | 21.11.2014
  • 64. Insight #1 Partnership opportunity 64 | 21.11.2014
  • 66. #6 AnswerThePublic.com AnswerThePublic.com is a tool built by search and content agency PropellerNet. It enables you to interrogate aggregated auto-complete data from Google and understand the real questions that people are asking when they complete a search query. How 1. Visit AnswerThePublic.com 2. Search by a variety of keywords. Use the terms surfaced by Google Keyword planner. 66 | 21.11.2014
  • 67. 67 | 21.11.2014 Insight #1 Results of limited use. Need to do broader searches
  • 68. #7 Buzzsumo Buzzsumo is a social media monitoring tool that characterizes a keyword by the content shared and key influencers. How 1. Visit Buzzsumo and search Leeds 2. View results by top content and top influencers 68 | 21.11.2014
  • 69. Insight #1 No content of any relevance of use xxxx How xxxx 69 | 21.11.2014
  • 70. Insight #1 Influencers all Leeds-based 70 | 21.11.2014
  • 71. #8 Iconosquare Iconosquare, formerly Statigram, is a basic tool to filter Instragram and surface content based on hashtags or keywords. How 1. Visit Iconosquare and log on with your Instagram account 2. Search keywords and hashtags 71 | 21.11.2014
  • 72. 72 | 21.11.2014 Insight #1 Retail content Insight #2 Music events and gigs
  • 73. #9 Topsy Topsy is a social media monitoring tool that identifies influencers around a topic. Its like Buzzsomo but provides a greater level of granularity. How 1. Visit Topsy and search Leeds 2. Page through the results looking for interesting people 73 | 21.11.2014
  • 74. 74 | 21.11.2014 Insight #1 Leeds is a destination for music talent
  • 75. 75 | 21.11.2014 Insight #1 And comedians
  • 76. #10 Facebook Ad Insights Use Facebook Ad planner to build a campaign and characterize the potential audience. How 1. Log onto Facebook and create an ad campaign 2. Use the variables from prior planning process to target the campaign 76 | 21.11.2014
  • 77. 77 | 21.11.2014 Insight #1 Potential public or audience of 80,000 people
  • 78. #11 Twitter Popular online social network for short messages. Mobile and news driven. How 1. Visit Twitter and log in with your account details 2. Use advanced search function to interrogate influencer, hashtags, keywords and conversations 78 | 21.11.2014
  • 79. 79 | 21.11.2014 Insight #1 Significant community around shopping in the city Insight #2 Culture, traditional media and football key influencers
  • 80. #12 Followerwonk Followerwonk enables you to search Twitter bios by keywords and return results based on networks, followers and social authority score. How 1. Visit Followerwonk and log in with your Twitter details 2. Search by bio location and keyword 80 | 21.11.2014
  • 81. 81 | 21.11.2014 #1 High profile talent and influencers from Leeds #2 Strong Twitter community in the City
  • 82. #13 Echosec Echosec is a location based social media monitoring tool that extracts location meta data from social media posts and serves the results overlaid on a Google Map. How 1. Visit Echosec and select demo options 2. Search by postcode and mark an area to interrogate 82 | 21.11.2014
  • 84. 84 | 21.11.2014 Insight #1 Limited insight above and beyond other tools
  • 85. #14 Marketing Grader Marketing Grader is a service from Hub Spot that characterizes website marketing performance. How 1. Visit marketing.grader.com and enter the URL of the site you want to review 2. Scrutinize blogging, social media, SEO and lead performance 85 | 21.11.2014
  • 86. 86 | 21.11.2014 Insight #1 Social media activity Insight #2 Authoritative inbound links
  • 87. 87 | 21.11.2014 Insight #1 Combination of blogs and traditional media
  • 88. 88 | 21.11.2014 Insight #1 Significant Twitter community
  • 89. #15 Boardreader Boardreader is a search engine for message boards and online communities. How 1. Visit Boardreader and search by keyword 2. Scrutinize results, and related popular topics 89 | 21.11.2014
  • 90. Insight #1 Limited insight. Students and football club key 90 | 21.11.2014 topics
  • 91. #16 TripAdvisor Destination website and app for travel deals and reviews. How 1. Visit TripAdvisor 2. Take a consumer eye view of hotels, restaurants and attractions 91 | 21.11.2014
  • 92. 92 | 21.11.2014 Insight #1 Three of the top five ranked destinations are cinemas or theatres
  • 93. #17 YouGov Profiler YouGov Profile is a segmentation and planning tool for agencies and brands based on YouGov consumer research. How 1. Visit YouGov Profiler and search for leads 2. Explore consumer profile and data that is returned 93 | 21.11.2014
  • 94. 94 | 21.11.2014 Insight #1 Female 25 to 39 years-old Insight #3 Deposable income of £125 to £499
  • 95. #18 Office for National Statistics The Office for National Statistics collates data about statistics related to the economy, population and society of England and Wales. How 1. Visit Office of National Statistics 2. Look up data and reports related tourism 95 | 21.11.2014
  • 96. 96 | 21.11.2014 Insight #1 Boom in travel to London for overseas visitors Insight #2 Locations of overseas visitors to the UK Source: 16.8m overseas visits to London in 2013, up 43.5% in 10 years - http://wadds.co/1yBQ8fm
  • 97. 97 | 21.11.2014 Insight #1 The market for so-called staycations remains strong How does the UK economy affect where the British go on holiday? - ONS - http://wadds.co/1xAxK85
  • 98. Research Summary 1 1. The market for staycations remains strong (ONS) 2. The customer journey for short UK breaks starts with awareness and is closed with data capture (Google) 3. Word-of-mouth and previous experience critical to decision making process (Google) 4. The Leeds experience (various)  How to get there  Where to stay  Retail, culture (gigs, cinema and theatre), and football  Universities, student population 98 | 21.11.2014
  • 99. Research Summary 2 5. Potential Facebook audience of around 60,000 people (age: 18-30, interest: travel and behaviour: freq. travel) (Facebook) 6. January, July and August are peak periods for short breaks to Leeds (Google) 7. Visit Leeds could be a potential partnership opportunity (Visit Leeds) 99 | 21.11.2014
  • 100. Research Summary 3 8. Strong Twitter community but need to test the reach and relevance outside the City (various) 9. Earned media provides opportunity for profile and authoritative backlinks (Hubspot) 10. How can we persuade visitors to London to go to Leeds? (ONS) 100 | 21.11.2014
  • 101. Thank you There has never been a more exciting time to work in our business Create your own media and networks, and immerse yourself in new tools and workflow Consider your own contribution to the development of our discipline as a profession 101 | 21.11.2014
  • 102. Modernizing public 102 | 21.11.2014 relations Including a planning case study Stephen Waddington wadds.co.uk @wadds