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CIPR South West Conference 2014 "Social Media, What Next?" Speaker Presentation Slides
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////// WELCOME
Pam LloydChair CIPR SW
#CIPRSWSocialTwitter @CIPR_SW
Facebook CIPR South Westwww.cipr.co.uk
CIPR Membership
CIPR Membership Means:
Twitter - @cipr-sw Facebook – CIPR South West www.cipr.co.uk
• 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:
Twitter - @cipr-sw Facebook – CIPR South West www.cipr.co.uk
• 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
Twitter - @cipr-sw Facebook – CIPR South West www.cipr.co.uk
• 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
Presentation title - edit in Header and Footer
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
55 Presentation title - edit in Header and Footer
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:
Thank you
#dementiafriends
Richard EcclestonWest Midlands Police
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
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 share important advice
- To find missing people
////// 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 [email protected]
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
[email protected]+(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
Presentation title - edit in Header and Footer
@UKgovcomms Storify.com/UKgovcomms gcn.civilservice.gov.uk
Any questions?
Sean LarkinsDeputy Director, Government Communications
[email protected]+(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
