@rosney #CommsPRdigital
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
@rosney #CommsPRdigital
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
@rosney #CommsPRdigital
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
@rosney #CommsPRdigital
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
@rosney #CommsPRdigital
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
• 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
@rosney #CommsPRdigital
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.
@rosney #CommsPRdigital
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.
@rosney #CommsPRdigital
• 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
@rosney #CommsPRdigital
• 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
@rosney #CommsPRdigital
• 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
newsletters
®
CURATORS
@rosney #CommsPRdigital
• 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.
@rosney #CommsPRdigital
• 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
@rosney #CommsPRdigital
• 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
@rosney #CommsPRdigital
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.
@rosney #CommsPRdigital
• 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
@rosney #CommsPRdigital
• 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
@rosney #CommsPRdigital
• 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
@rosney #CommsPRdigital
• 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
@rosney #CommsPRdigital
• 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
@rosney #CommsPRdigital
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
@rosney #CommsPRdigital
Emma Leech, Director of Marketing & Advancement, Loughborough University
Pride, Passion & Partnership: Authentic Social Advocacy@EmmaJ70
@CIPR_NI #CommsPRdigital
Facebook: Main page+902 followers (Total reach 1.26M)
Freshers page+243 followers (Total reach 24.6K)
Results Day - Golden Ticket – Social impact
@CIPR_NI #CommsPRdigital
Snapchat totals: Snaps: 19 Views: 43,800 Screengrabs: 105
Results Day - Golden Ticket – COPE methodology
@CIPR_NI #CommsPRdigital
Instagram: Followers increased by 259 17-22 August, 3,000 #LboroFamily video views Storify: 2K views
Results Day - Golden Ticket – Leveraging images
@CIPR_NI #CommsPRdigital
200+ selfies and golden tickets received
Results Day - Golden Ticket – Personalisation
@CIPR_NI #CommsPRdigital
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
@CIPR_NI #CommsPRdigital
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
@CIPR_NI #CommsPRdigital
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
@CIPR_NI #CommsPRdigital
John Carroll, CEO of the Public Relations Institute of Ireland‘Ethics, Regulation and Influencers’
@CIPR_NI #CommsPRdigital
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
@CIPR_NI #CommsPRdigital
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.
@CIPR_NI #CommsPRdigital
Scott Field, Director of Communications for the British Olympic Association
‘Methods of Modern Communication’
@CIPR_NI #CommsPRdigital
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
@CIPR_NI #CommsPRdigital
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
@CIPR_NI #CommsPRdigital
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’
@CIPR_NI #CommsPRdigital
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)
@CIPR_NI #CommsPRdigital