CIPR South West Conference 2014 Speaker Presentation Slides

////// WELCOME

Pam LloydChair CIPR SW

#CIPRSWSocialTwitter @CIPR_SW

Facebook CIPR South Westwww.cipr.co.uk

CIPR Membership

CIPR Membership Means:

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• You're part of the UK’s biggest and most respected PR

network. You have access to

• Training

• Networking

• Industry, regional and sector updates

• Skills guides and practical advice

• Accreditation through the CIPR CPD scheme

Join today, no joining fee!

CPD Means:

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• Managing your professional development to meet your

career goals

• Becoming an Accredited Practitioner within two years

• Collecting CPD points for each activity up to a total of 60

per year

• Today’s event carries 10 CPD points

Dates for your Diary

Dates

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• Smartphone Food Photography & Personal Branding.

Cornwall. 7th November

• PRide - South of England & Channel Islands.

Bristol 21st November

Three Good Things To Know

SOCIAL for PR

©Scott Lloyd Ltd. 2014

©Scott Lloyd Ltd. 2014

©Scott Lloyd Ltd. 2014

©Scott Lloyd Ltd. 2014

////// The Future

Dan TyteCo-chair Cipr Social Media

Panel

• 16 things you need to know about the future

• of Social Media & PR

•1. •The future’s not

what it used to be*

•2. •And by the way,

social media is dead*

•3. •And while we’re on the death thing…*

•4. •Cheer up! After

those two funerals, there’s now a

wedding…

•5. • And we’ve got

to be storytellers…

•6. •Finding

communities will be key*

•7. •We’ve got to learn through

play*

•8.

•And it’s time to be so much more

than

‘wordsmiths’*

•9.

•To be the games

masters*

•10. •To become

ringleaders who bring together- -

and learn- loads of skills*

•11.

•Wearable tech means we can

know…*

•12. •And here’s to

you…*

•13. •‘ello

goodbye*

•14. •But don’t forget your old friends*

•15.

•First you get the data, then you

get the power*

•16. •And when

reputations can be lost in a tweet

Aisling CairniePublic Health England

Dementia Friends Campaign

Aisling Cairnie, Senior Campaign Manager

“Friends are always important and especially at difficult times. Since being diagnosed with dementia I have realised what a difference good friends and family have made to my life. I could not do without them.”

Gina, living with dementia

• Dementia is one of our greatest health and wellbeing challenges.

• 675,000 people in England have dementia and ~6m are affected by it as partners, family, friends or carers - and these numbers are growing

• One in fourteen people over 65 live with dementia

• It is the one thing that people over 50 in this country fear more than anything else, even more than cancer*

• It is a progressive disease and there is currently no cure

* YouGov 2012 poll

“What we have always wanted is an understanding, an acceptance and a will within society to confront this disease and defeat it… The “out of sight, out of mind” attitude really won’t work with dementia.” Beth Britton, writer, blogger and dementia campaigner

The Dementia Challenge

Campaign background

• A volunteering initiative developed by Alzheimer’s Society (based on a Japanese model) which trains ‘Dementia Champions’ to deliver 45 minute face-to-face awareness sessions to create ‘Dementia Friends’

• Designed to give people an understanding of dementia and the small things they can do that can make a difference to people living with dementia - from helping someone find the right bus to spreading the word about dementia

• The Prime Minister and the Secretary of State for Health has created a challenge to deliver 1m Dementia Friends by March 2015

Campaign rationale

• Two thirds of people with dementia are living in the community but many do not feel connected

• If people with dementia are to continue to live safe, dignified and, as far as possible, fulfilling lives more of the people around them will need to help

• However most people don’t know how to help and may actively avoid people with dementia

• By becoming a Dementia Friend people will start to understand dementia and find simple ways they can help people with the condition

Campaign objectives

Objectives• Make the nation more aware of dementia and improve

attitudes

• Understand how we can all help people with dementia

win hearts and minds

create 1million Dementia Friends

A Movement in Three Phases

41

FEB-MAR 2014‘The need for

friends for people with dementia’’

APR-MAY 2014‘Things are better when you give a

little help’

JUN ‘14 –MAR ’15‘You & your friends can give that little

bit of help’

1. BUILD-UP

• Build owned presence• Create stories in PR• Establishing partnerships and building AS activity• Use media partnerships to create momentum

2. LAUNCH: CREATE A MOMENT IN TIME

• Create a national announcement, leading with TV• Phase around moments of relevance • Use support channels that work well with core creative• Use impactful channels and formats to drive discussion and interest• Encourage discussion through key environments and complementary use of channels

3. LEARN AND REFINE

• Build frequency and remind• Hone our targeting to ‘lookalike’ groups most likely to sign up • Use the long-tail of relevant stories in earned: short films, celebrity stories etc. with paid support

Comms desiredtake out

PR Task

Keep dementia top of mind, and seed desire

and need for a Movement

Create an appointment to view,

and drive repeat views to film, create

excitement

Create & promote content that gives media a reason to reengage and re-

excite

Bringing the campaign to life

TV advert

Celebrity support

Media coverage

Celebrities

Public sector partners

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Commercial partners

General public

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Media Partnerships

Campaign results

Dementia Friends is one of the biggest ever DH/PHE campaigns in terms of PR value

•1131+ pieces of coverage with a total value of £13.4m to date

•199,362,634 OTS

•480k+ views of 140” TV ad online

•89m impressions of #dementiafriends

•Analysis of top shared links showed sentiment was 100% positive

•400k unique visits to the campaign website

•410k Dementia Friends recruited to date

Social media results

In the commCustomer facing staff – shopping part of dem friemd l

23red – cold calling call centres virtual

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Partnership activity

• Reached out to organisations from private, third and public sectors

• Private sector partners who have delivered Dementia Friends include: Marks & Spencer, Lloyds Pharmacy, Lloyds Bank, Argos, Homebase, BT and Bourne Leisure (Butlins, Haven and Warner Leisure Hotels)

• In negotiation with new commercial partners

• Working with HEE to accredit NHS staff who’ve completed Tier 1 training as Dementia Friends

• Central Govt depts are making pledges

• Support from the LGA and lots of activity at local level

• Working with NHS Blood and Transport and other Govt owned social media channels to broadcast key messages

Commercial partners

Public sector partners

Presentation title - edit in Header and Footer

Tracking research shows campaign has landed well with the public

• Awareness of Dementia Friends has trebled

• There is a big claimed appetite to know more about dementia/how to help. 39% of people who saw the ads were interested in becoming a Dementia Friend

• Awareness of the campaign is particularly high among women, 35-64s, C2DE and those who have contact with someone with dementia/aged 65+

• People with no current links to dementia have been engaged too and are keen to learn more about Dementia Friends

• 2/3 of those who saw the advertising claimed they would now help a stranger with dementia

Where next?

Campaign objectives and targets remain the same:•Win hearts and minds•Recruit 1million Dementia Friends

•Tracking research shows the campaign is delivering our ‘hearts and minds’ objective, with the need to support people with dementia clearly resonating

•We will maintain launch momentum through to March 2015

•Second burst of activity to launch in December

60

Become a Dementia Friend

More information

Contact the PHE Partnerships team:

partnerships@phe.gov.uk

Thank you

#dementiafriends

Richard EcclestonWest Midlands Police

West Midlands PoliceSocial Media

socialmedia@west-midlands.police.uk

West Midlands Police

West Midlands

• 2.6 million people

• Three major cities

• Diverse population

115,000 followers - @wmpolice70,000 likes - WMP Facebook

250+ Twitter accounts across the force

450,000 followers and rising!

Youtube – Over 6 million video viewsFlickr – 9 million photo views

Instagram – 1,500 followersVine – 1,800 followers

Snapchat – 2,000+ followers

Leap of Faith

Local Newspaper Circulation

WMP Social Media Growth

West Midlands Police

Snapchat

• Young Audience

• Missing People

• Youth Activities

• Drug Raids

• Puppies!

Flickr

• CCTV Appeals

• Wanted Individuals

• Days of Action

Visual Content

Visual Content

Why?

- To identify crime suspects

- To identify crime suspects

- To share important advice

- To find missing people

The future is bright

////// Ideas in Minutes

Sarah Pinch FCIPR CIPR president elect 2014

cipr.co.uk@cipr_uk

cipr.co.uk@cipr_uk

It’s all about our core purpose

cipr.co.uk@cipr_uk

• 11 years at the BBC & 13 in corporate comms• Tricky sectors:• International development• Public transport• NHS• Private, Not for Profit and Public Sector• Experience of placing communications as important

as finance/HR• Professional standards & compliance• New teams in every role since 2000• 2013 founded Pinch Point Communications• 2014: appointed to HSE board• President of CIPR for 2015

cipr.co.uk@cipr_uk

Elected to deliver on four key promises:

cipr.co.uk@cipr_uk

• Demonstrating ValueEnsuring we give every member the tools to be able to demonstrate their value: is it money or is it value in reputation?Quantify how membership can help to win new clients, secure promotion and win respect around the board table.

• Telling our storyCentral core purpose, remaining true to members & delivering quality; Looking forward and outwards, reaching different audiences to explain what public relations is, and how we do it. Professionalism and our status with other professions.

• Marking ten years as the CIPR and looking forward to 2018

cipr.co.uk@cipr_uk

Real tangible changes• Gender pay gap• Flexible working guidance• Ethics module: compulsory• Best practice guidance• Professionalism• …..and the C word

@ms_organised sarah@pinchpointcommunications.co.uk

cipr.co.uk@cipr_uk

Our Panel

• Betony Kelly – Acting Head of Digital, BIS• @betonykelly

• Jess Ratty - Crowdfunder UK• @_jessification_

• Dan Tyte – Director, Working Word• @dantyte

• Simon Jones - Digital Visitor• @digitalvisitor

cipr.co.uk@cipr_uk

Your ideas

• Four groups• four break out areas• four facilitators• until 1245

////// Global brands

Carla Buzasi

////// Behaviour Change

Tom Bowden-GreenUWE

Sean LarkinsCabinet Office

Heading EASTGovernment communications and behaviour change

September 2014

Sean LarkinsDeputy Director, Government Communications

sean.larkins@cabinet-office.gsi.gov.uk+(44) 20 7276 0942

@SeanLarkins1

Role of government communications

Legislation Taxation

Regulation Communication

Stop

Continue

Start

What are behavioural insights?

Behaviouralinsights

Psychology

Economics

Public policy

Ethnography

Each project needs four components

Problem definition

Context

Solution Evaluation

EAST

Easy

Social

Attractive Timely

Easy

• Harness the power of defaults

• Reduce the ‘hassle’ of taking up services

• Simplify messages

If you want someone to do

something, make it easy

Easy 400,000 more peoplenow have a pension

Attractive

• Attract attention

• Design sanctions and rewards for maximum effect

Ensure that desired behaviours

are rewarded

Attractive Rates for non-payment rose from 40% to 48%

Social

• Show that most people perform the desired behaviour

• Use the power of networks

• Encourage people to make a commitment to others

We’re social animals and

heavily influenced by what others do

Social Payment of £200 millionof tax brought forward

12 months

Timely

• Prompt people when they are most likely to be receptive

• Consider the immediate costs and benefits

• Help people plan their response to events

Timing impacts on how we act in any

given situation

Timely Accidental deaths from fire in the home fell by 12%

100,000 extra organ donors each year

234,132 quitters saved the NHS over £18.8 million in the first year alone

Beyond EAST

Attitudes

Beyond EAST

Habit and routine

Beyond EAST

Heuristics

Beyond EAST

Biases

Beyond EAST

Social norms

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@UKgovcomms Storify.com/UKgovcomms gcn.civilservice.gov.uk

Any questions?

Sean LarkinsDeputy Director, Government Communications

sean.larkins@cabinet-office.gsi.gov.uk+(44) 20 7276 0942

@SeanLarkins1

////// Case Studies

Jo CoverleyFirst Group

Social Media @ FGW

Helping our customers through the storm.

Jo CoverleyDigital Community ManagerSeptember 2014

Background

•Set up in May 2011

•120k followers

•20k + tweets per month

•65% response rate

•10 minute response time

•24/7

Crisis!

The impact on our social channels

•38k tweets in 3 weeks. Well over double the average.

•We responded to over 20k of those in 19 mins.

•677 proactive updates sent + replies.

•16% follower growth - 5 times average growth.

Our Initial Response

•Crisis response plan activated

•Emergency cover arranged

•Increase resource/prioritise social media.

•Emergency roster activated for following week

Time for a strategy!

Our Strategy

•Be there for our customers.

•Treat them as individuals.

•Respond to every question.

How we did it.

1.With the right information

2.With the right resource

3.With the right cover

4.With the right message

What we learned

•It is not always appropriate to follow someone else’s example.

•Our crisis response plan worked well.

•Customers appreciate one clear message, in one place.

•We need a significant standby cover in order to deal with future disruption at this scale.

Putting it into practise

•Ongoing 24/7 cover on Twitter

•Increase team size

•New, more robust crisis response plan

•New training programme for social media team.

What our customers said.

During the disruption, we received 1441 messages of praise for the social media team. Here are just a few of them.

Jess RattyCrowdfunder UK

Bringing brands and projects together to support grass-roots social engagement

There's a quiet revolution going on: across the UK communities are getting together to back great ideas and turn them into reality. That's why I'm really excited about Crowdfunder - and its potential to inspire and touch the lives of millions of people

Hugh Fearnley-Whittingstall,Broadcaster and shareholder

Intro

About CrowdfunderCrowdfunder is the UK’s No 1 rewards-based crowdfunding platform.

We turn great ideas into reality by connecting communities and networks.

We crowdfund more projects than the rest of the UK platforms combined.

Intro

We enable businesses, charities and community projects to:

Pitch their ideas

Raise funds from the crowd

Validate their ideasUnlock match-funding

Amplify social media reach, engage with wider audiences, build new customers

How crowdfunding

worksManchester Veg People, a unique local food growing cooperative in Manchester needed a van to deliver more great local vegetables.

They asked the community to pledge money in return for vegetables, experiences and their chance to have their name on the Manchester veg van.

In running their campaign, they managed to:

Raise £16,575 from 323 members of the local community

Reached 10,000+ new potential customers

Attract new business customers who also became pledgers

Unlocked £20K+ of match funding from DEFRA

Gather 100’s of local supporters who become advocates of the co-op

The market

Funding & Commercial Partners

Partners

We are working with a number

of parties to help them distribute funds to projects that need it most.

Using the crowd to propose and validate great British ideas.

ProjectsFunding

body

Using the crowd to validate and then distribute

funds

Commercial partner

Providing Match funding as part of a sponsorship

package

The crowd

Funds and validates the

project to unlock other

funding sources

The future of crowdfunding and social media

How brands are using crowdfunding to engage with new audiences as part of their PR campaigns:

Focus point: Autotrader

Focus point:

Average Crowdfunder Project

What’s the breakdown?

Contactjess.ratty@crowdfun

der.co.uk07789102402

@crowdfunderuk@_Jessification_

Betony KellyBIS

Betony KellyActing Head of Digital Communications@betonykelly

“Hello people of the internet. This is the government speaking”

Challenging the idea of media engagement and influencers

Keeping abreast of developing stories

“But I know this area well - I’ve worked in it for years”

Business is GREAT campaign

(started November 2013):

The GREAT Britain campaign is a partnership

between private enterprise and Government to

highlight support for businesses aspiring to

succeed and to encourage entrepreneurial spirit.

●Analysed the most popular business content on

the gov.uk site

●Conducted focus groups with businesses at

various life stages

●Hired an experienced editor of a business

website and gave him editorial control over the

content

●Experimenting with different content and

distribution methods

“But our Dept isn’t leading?”

“But we’ve written a press release?”

Draft Consumer Bill of Rights (June 2013):

●Measures to enhance consumer rights and

make them easier to understand

●streamline overlapping and complicated areas

from eight pieces of legislation into one consumer

Bill

●get some money back after one failed repair of

faulty goods (or one faulty replacement) incl.

digital services

●demand that substandard services are redone

or failing that get a price reduction

A new, integrated approach:

●Included online media & bloggers to media

briefing and private event

●Identified where the messages weren’t landing

“But we’ve spoken to the industry bodies?”

“But it’s embargoed until Boxing Day?”

● Reached more than 6.4 million people with

space weather information just through

Twitter. This was worldwide, including

Australia, the US, Canada, Hong Kong,

India and Pakistan

● Respected scientists and influential

commentators shared and created content

- Dr Lucie Green, Roger Highfield, Jo

Brodie, John Burn-Murdoch and Alice Bell

● Solar flare video, 15 original blog posts,

BBC blog content used at least 23 times

● When the BBC’s popular stargazing

project began on Jan 7 the team

contacted them and the BBC account

shared the BIS messages again

Betony KellyActing Head of Digital Communications@betonykelly

Thank you