Thursday 26 November 2009

Social Media and Online PR: Econsultancy's 2009 report

PR has been through a torrid 18 months, as have most sectors across industry. We launched thebluedoor in Surrey 20 months ago and have grown through the eye-of-the-storm. By taking the necessary lean approach, we are winning business, growing accounts but most importantly delivering our clients fantastic results and great service - exactly what we are paid to do.

Key to our offering is integrating online into PR communications strategies, which is why yesterday's report - 'Social Media and Online PR' from Econsultancy has been a must-read for us all.

WPP's Sir Martin Sorrell has been extremely vocal about the role online has in taking PR out of recession - it has an important role within any communications strategy. And this report into the state of the Online PR industry certainly demonstrates that his prediction is more than just crystal ball gazing.

Econsultancy is (in their words) "an invaluable resource for Internet professionals who want practical advice on all aspects of e-business". And, as a word of caution to the results, by its very nature, the people involved and interested in its community and research are digital practitioners or at the least curious about the role online has in business.

Just some useful insights into the social media and online PR industry include:

  • Just 10% of businesses are not engaging with any social media activity
  • Smaller companies are quicker to jump into the digital space and use the digital tools, due to their inherent ability to be flexible, as well as willingness to experiment
  • Twitter's 'darling' status is clearly demonstrated: micro-blogging is the most widely adopted tactic used by 78% of companies
  • 59% of respondents do not have social media rules in place for employees to follow

I was interested to see that 24% said that measurement - or lack of - was a significant barrier to more effective social media engagement and direct traffic to sites was the most commonly used metric to measure social media activity. I am currently working with Kate Hartley of Carrot Communications to produce the first online PR measurement guide for the PRCA. To be published in 2010, it is planned to be a useful, practical and informative overview of the best practice methods currently being used.

I have also got a keen eye on the types of agencies delivering social media and online PR for companies - particularly as the SEO industry is going through significant changes. Search is loosing its snake-oil qualities and its value is moving into reputation management, conversations and transparently - the pillars of PR. In Econsultancy's report the highest supplier sector is traditional PR agencies at 15%, followed by Digital agencies (11%), followed by Specialist online PR agencies and Search agencies level-pegging at 8%. (Interestingly 42% responded by saying that no external agency was involved in delivering social media and online PR activities.)

In Econsultancy's 2010 report, I am sure that we will see significant changes in this pecking order, unless traditional PR agencies work harder to up-skill and jump into the digital space properly. And this means using it and doing it rather than simply reading the books, blogs and research papers.

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posted by thebluedoor at 07:29 1 Comments

Tuesday 24 November 2009

'In digital, data is the only currency' - discuss.

Last night, I attended a debate at the House of Commons organised by The Debating Group and sponsored by the IAB. The motion was 'In digital, data is the only currency'. For the motion were Matt Brittin of Google UK and Louise Ainsworth of Nielsen, and against were Graham Hales of Interbrand and Mark Cridge of Glue.

To a packed audience assembled in Committee Room 10 (normally reserved for the discussion of finance bills which seemed rather appropriate), both sides presented eloquent arguments. These included:

For:
  • Data is pure, simple and beautiful. It efficiently connects businesses and people
  • data makes businesses smarter, faster and more efficient
  • data enables ideas to be tested
  • data allows people to be safer, healthier - it even saves lives
  • data provides granular insights to enable survival
  • data allows us all to build reach, frequency and impact - ensuring increased engagement, and enabling an increased, creative world.

Against:
  • Data cannot be the 'only' currency online - if we truly believe this, humanity is reduced to the mere binary
  • data is the new glut of 'stuff' for us to deal with - wine lakes and butter mountains of data
  • digital is about the human and social connections: it is about what we choose to do with the data that makes it valuable
  • ideas change lives, not data
  • the true currency is what we do with the data
  • if we only value data, we risk knowing the cost of everything but the value of nothing
  • human intuition is the most important currency online, data is just the canvas.

And then it was the turn of the floor to propose opinions and questions. There was significant, eloquent resistance against the motion. One orator reminded us of the story of Phineas Gage - a 19th century labourer who suffered an appalling brain injury with a pole skewering through his head. Remarkably he survived, able to compute, understand and communicate with intelligence and lucidity. However, he lost his human values, emotional resonance and ability to make rational decisions. Data enables computers to compute, ensure logical results and access to information - however without the human interpretation, it is meaningless - a currency with no value.

I am glad to report that the argument was not carried by the popular vote (approximately 65% voted against the motion) - the flaw was surely in the wording of the motion.

I believe that the true value of digital networks and tools lies in how we interpret the data and what we do with it. But as Alan Patrick cautioned the audience, if data is even being considered as possibly a global currency, then it is one without regulation, laws or governance. This surely must be an challenge that is tackled before too long.



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posted by thebluedoor at 10:54 1 Comments

Monday 23 November 2009

Festive tweet-up in Farnham

Twitter has taken the world of journalism and PR by storm. With its 1,959% year on year growth, its use in the world of communications is firmly established. Although the world of Twitter is online, I have met some interesting, inspirational and awesome Tweeters in real life.

So to celebrate all things Twitter and Christmas, and with encouragement from fellow Farnham Tweeters @jamesfirth, @emmafirth and @guy1067, we have decided to organise a festive gathering in Farnham, Surrey on 10th December 2009. Kick-off is at 7.30pm, so come along and meet up in person at the Slug & Lettuce on East Street. For those of you driving, there is a handy Sainsbury's car-park on South Street, and for those of you coming by train it is just ten minutes walk from the station.

Let us know whether you are coming by either sending us an email or leaving a comment below. It would be great to meet up with the Surrey Twitter community in person, and of course raise a glass to the festive season.

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posted by thebluedoor at 12:30 4 Comments

Wednesday 18 November 2009

Technology sets entrepreneurs free – or does it create a Second Life?


We’re in the middle of Global Entrepreneur Week, so it’s no surprise that there is a focus on start-ups and entrepreneurs in the media at the moment. Although there have been some conflicting messages.


New research conducted by business advisory firm, Deloitte found that 75% of entrepreneurs in the East of England have found business opportunities during the recession.


However, another piece of research conducted by small business specialist Intuit UK showed 40% of those interviewed were waiting until the recovery kicks in before they start up their new ventures – hoping for better conditions.


The Times newspaper today gave a good overview of the possible scenarios, but two messages remain clear to maintain those great initial business ideas:


– the need for effective funding

- a well-considered business plan.


Having attended an excellent seminar by Business Link in Guildford last night, it was great to be in a room of self-starters. The scale of operations being run by the people there varied, but everyone in the room was keen to learn more about how technology can help small businesses manage their time to help them focus on their core business.


It was an insightful whistle stop tour as there are so many technologies that help companies across a range of areas, such as:


- Organisers/ virtual assistants

- Remote working tools, like GotomyPC

- Collaborative software, for example Webex and Sharepoint

- Internet based communications, such as Skype


All great ways to cut out time spent on administration or needless travel – how many of us travel 3 hours each way to attend a one hour meeting?


What interested me particularly this week is that social media is still considered a technology for the future for businesses.


Considering the number of companies effectively using the virtual world of Second Life already - for training, meeting with prospects, etc. - it seems a shame for this free medium to be ignored now. Its popularity within corporates is supported by the creator’s (Linden Labs) launch of Second Life Enterprise earlier this month targeted at the corporate world.


And it doesn’t have to be an expensive investment. There are numerous free tools available to aid collaboration – the key word that describes Web 2.0 – which make them perfect for small businesses looking for cost-effective ways to enhance their operations.


Whether it’s a Blog that provides a direct channel to a wide potential audience or Twitter which can work as an effective customer service tool, there are easily accessible tools to suit every need.


The main concern for most entrepreneurs and small businesses is finding the time to research these tools and try them out – yes, how ironic! As with any business equipment, from computers to mobile phones, it’s important to find the right tools to meet your individual needs.


Take some time to really think about what help/ support you need:


- What are the areas of the business that take up the most time (travel, administration, etc.)?

- How comfortable are you with existing technologies (phone, computer, etc.) and how do you use them now?

- What is the key focus for your business currently?

- Budget!


Once you take the time to review these things, your range of options will become clearer and easier to select from.

Trying them out can then be much easier to schedule into your day and the benefits are outstanding – in the short-term as well as the long-term future.

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posted by thebluedoor at 15:39 0 Comments

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