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Great PR potential in an Internet minute

Big data number crunchers have come through with an impressive snapshot of Internet life, rendered almost comprehendible by slicing and serving the online world up in one-minute slices. And it’s still a lot to digest. Digital marketers, take pause and consider what’s happening on a world gone online, and the potential for messages placed with the right audiences.

 

Billions and billions – messages, photos, and more screen moments

 

Just a few transactions shy of $100,000 spent across online shopping platforms. More than a million Tinder swipes. Googling over 3.8 million times for searches of all kinds. That’s what’s happening on the Internet every 60 seconds, on average. And that’s just for starters. The numbers are difficult to make sense of in there enormousness. Trends are towards even more Internet activity compared to last year, although there are some slower patches.

 

The websites we’ve welcomed into our lives

 

Netflix is on a tear, growing from 266,000 Netflix hours watched last year on average in a minute if you added them all up, to 694,000 this year. The number of emails sent every minute, while huge, only nudged upwards, from last year’s 187 million emails a minute to 188 million this year. Long-time video provider YouTube is experiencing slow growth as well, trickling up from 4.3 million viewers every minute last year to 4.5 million served in 2019. Meanwhile, the Great Snap Letdown of 2018 led to a decline of one-three million uses on the formerly rising application, who were displeased with a redesign that lacked mass appeal. It’s an online numbers game of great proportion, and the stakes are growing by the minute.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

 

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Influencers rising

The fantastically unpredictable nature of influencer marketing has changed the nature of what PR is, and with breathtaking speed.

 

At the Holmes Report’s recent Innovation Summit in San Francisco that attracted key influencers and PR professionals, a salon series was held by Allison + Partners, one of the summit’s partners. At the Future of Influencer Marketing salon, much attention focused on Allison + Partners’ new major report “Unleashing Influence”, which says 2019 is a crucial year for influencer marketing. But if influencers and marketers are to reach their full potential, they will need to improve their communications abilities and establish more systematic ways and practices for demonstrating the value of their work, according to the study.

 

Big influence, big money

 

Businesses spent $6.3 billion last year and could splash out perhaps up to $10 billion in 2020 in the no-holds-barred industry of influencer campaigns. Only that clients are keen to see evidence that the big money they are willing to pony up on influencer marketing is actually being channeled in meaningful ways, preferably via influencers who can demonstratively rally the base and get followers buying products and services, and posting, sharing about brands on social media.

 

Until long-term trends and some normalcy emerges, influencer marketing is likely to remain marked by uncertainty. Who if anyone can or will play the gatekeeping, agenda-setting role once played by journalists remains to be seen. The influencers of today are even less regulated, and accountability guidelines have not been established. Influencers may never have the same clout the media once had in today’s world of scattered bandwidths, shorter attention spans, and multiple channels, where disruption is the norm.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

 

Best PR Agency Delivering PR | Social | Digital. 

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PR you can prove

Public relations is slowly developing the capability to prove the value of its results. Yet too often, especially for this day and age, PR firms continue to focus on impressions created rather than the desired results delivered.

 

The hard to quantify value of “good PR” is part of the problem. Indeed, other kinds of businesses are finding more success in improving the nature of customer service relations by attending to a few vital concerns, according to a recent report by Infiniti Research. Customers love it when questions or complaints are addressed efficiently and promptly. It leads to return purchases and word-of-mouth value that has positively impacts ROI. Other key findings in the study are that short and to the point surveys more effectively gauge opinions of clients and customers, and that having a focused goal for surveys will result in more useful and insightful data.

 

Publicity vs profits

 

As PR becomes better at tracking impressions, their effect will have to become less impressionistic, more clear and focused. The relative worth of ads and stories in newspapers and magazines, and online articles vis a vis online advertisements, remains hard to quantify. But that doesn’t mean PR agencies should continue challenging themselves to find out what techniques works best.

 

Beyond traditional KPI tallies, PR needs to focus more on outcomes, not just activities, and learn some tricks from the hardnosed nature of management consultancy companies and their role in strengthening brands. Successful campaigns will then be shown to be those better synched to improving the bottom line.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

 

Best PR Agency Delivering PR | Social | Digital. 

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Once more, with feeling, please

Public relations professionals must cope with a complicated work environment that even more than usual now calls on them to be adaptive to disruption and ready to shift their core skills onto new platforms, even when the ground beneath their feet is giving way. Customers in the Information Age are making a majority of buying decisions that are, ultimately, based on emotional factors, says a partner at a big B2B marketing firm.

 

Buyers want a good story, and to develop a connection with a company before committing to a purchase. Trust and authenticity matters, not slick marketing. Just make sure what you say is interesting: in the B2B world in particular, boredom has become a significant factor to overcome, as prudence too often overrides the need to take bold action when called for.

 

I heard it through the grapevine

 

Beyond the sometimes overhyped influence of influencers on social media and the like lies the commonsense persuasive power that comes from word of mouth. Conversations with friends and colleagues count as much as online influence, according to a study from data and analytics firm Engagement Labs. Face-to-face sharing also tends to allow people to exchange thoughts on a wider range of products and services, and in ways in which we are freed up from online values in terms of showing awareness of what’s trending, getting wrapped up in “social signaling” or being in broadcast mode. Offline, you are more likely to give unfiltered, no-nonsense advice, and on products (like laundry soap) you may not necessarily feel the need to tweet about.

 

If your product is good enough and the story to sell it is touching, the hard work is already done.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

 

Best PR Agency Delivering PR | Social | Digital. 

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Kylie Jenner: Superinfluencer and billionaire

Much has been made of the recent news that Kylie Jenner, 21, has raked in her first billion dollars. She moved up on an elite list in doing so, shaving a couple of years off the previous record held by Facebook’s Mark Zuckerberg, who hit the $1,000,000,000 mark in 2008 at 23, and who had bested the record set by Microsoft’s Bill Gates, who made his first billion at age 31 in 1987.

 

The milestone was independently confirmed by both the Bloomberg Billionaires Index and Forbes, shortly after an exclusive deal was inked between Kylie Cosmetics, founded and owned by Jenner, and Ulta Beauty Inc. She succeeds in combining winning marketing/PR skills and a compelling personality with a sense of authenticity to her legions of fans, including 128 million Instagram followers. This comes on top of growing up on hit TV reality show “Keeping Up with the Kardashians”, and has created an aura of indelible charm. When you’re your own best influencer, it seems nothing can go wrong.

 

She is, of course, still 21. Yet her recent posts about her rap-star partner’s rumored cheating on her seems to keep her in a world of believability and enhances her fandom; her PR awareness has yet to make significant dents in her online persona, as the billion-dollar mark indicates. But even superinfluencers are ultimately beholden to their integrity, so her greatest tests may not have come yet, given the media spotlight always shining on her and her intriguing family, and the many challenges that come your way with fame.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

 

Best PR Agency Delivering PR | Social | Digital.

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Going to Extremes with a Winning Agency

Vivaldi CEO competes in the largest race in Southeast Asia, to finally claim first prize

DESPITE its awful past, the infamous River Kwai’s ‘death’ railway built by WWII prisoners is an ideal location for the River Kwai Trophy Adventure Race, the largest race in Southeast Asia.

Vivaldi CEO was not always into endurance sports, but after becoming overweight and unhealthy he decided to get fit and enter the race for the first time. That was 11 years ago. It was the toughest thing he’d ever done, but was hooked from then on.

In 2015, his friend Ross Cain and he decided to team up under the name “Atlast” with the purpose of winning the Grand Masters of the River Kwai Race. He was super-fit, coming off cycling the 1200 km Audax France in under 70 hours. They trained hard in the midday sun for five hours at a time, so by race day were in top shape. Despite a serious cycling crash in which Ross cracked his elbow and Joseph had a concussion, they came in 3rd place.

In 2016, they tried again, leading the race for five hours until Joseph’s legs cramped in the final river swim just a few hundred meters from the finish line. It hurt to lose like that.

At the registration for 2017, they saw teams entering from Thailand, Hong Kong, Malaysia and France. That night, a huge tropical storm rolled in. In an adventure race, you don’t know distances, routes or order of the swim, bike, kayak, obstacles or trails. You just deal with it as it comes. In this year’s race, they started with a run that crossed the Bridge over the River Kwai to the main plaza where tourists looked on.

When the MC finally announced at the finish, “Team Atlast has finished in 1st place in the Grand Masters Division”, hands rose in the air and both team members shouted at the top of their lungs! It has been 11 years in the making and finally a first ever win. The team had conquered Asia’s Largest Race at the Bridge over the River Kwai!

 

Full story available at : www.thebigchilli.com

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Delegating work is essential, but follow-up more so

At busy times, the only practical way for managers and team leaders to manage expectation is via delegation. Where this tends to not deliver results is where the person delegating the work is not able to follow-up on the work as a key element to the success of the project. If you are fortunate to have a great team around you which can be relied upon, then a large proportion of the resource management aspect of the given project is dealt with by whoever you delegate the work to; however, it’s worth bearing in mind that people have different approaches and different capabilities in terms of project management, and that workloads are constantly in flux. This is where it is important to show strong leadership, and accept the burden of final deadline satisfaction (which manifests itself as following up, asking for updates, communicating issues and renegotiating expectations where necessary).

It’s also worthwhile realizing that colleagues are often part-way up a slope of learning processes, and eventually, improving those processes – and the other departments whose work they touch. Try to put yourself in the shoes of the other person and develop an understanding of everything they have to deal with, both in terms of the unfamiliar work you just assigned to them, concurrently with their day-to-day workload and department managerial expectations placed upon them.

People are only human, which is a double-edged sword. Human beings have an amazing capacity to learn and absorb stress. People also make mistakes, and are frequently called upon to do amazing things in times of stress when they are simply not able. This is not their personal failing, but a failing in circumstance management, and that is partly down to you.

Do ask yourself if it is really necessary to delegate a task. There is an old saying, “if you want something done right….then ….”. This does not represent a failing of the wider planet as a whole in comparison to your own expectations, your high standards or your ego. Sometimes, people are just really busy, and in actuality, your project request is just garbage. So, yeah, do it yourself.

There are reasons why your instructions are not followed, and if you don’t listen to them, then the failing is yours and yours alone. If you want something done right, in terms of your own belief system (which is not real) and your own project management efforts based on your own schedule (which, again, is not real), then suck it up and do it without criticizing the best efforts of others.

There are ways around this. They involve process refinement, best practice, two way communications, empathy and the ability of people to whom you delegate work to just say ‘no’.

 

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Four of the social media trends that PR need to understand

Video is now essential

Scroll down your social feeds and you will probably see the sheer number and variety of videos posted or shared on there. It’s simply the most attractive, exciting and engaging form of media you can post. A lot of people worry that they can’t produce a video due to the prohibitive cost in terms of meeting high production value standards, but it’s really not necessary; the camera on a typical cellphone now has reached such a level that it is entirely adequate for shooting quick IG and FB posts. Just make sure the content is relevant, or if not, then at least make it funny.

 

What is the ‘90/10’ content rule?

The mix ratio here refers to the proportion split for your content in terms of balancing pushy, sales-y promotional stuff versus interesting, educating, helpful or consumer-useful (valuable) content. The 90/10 rule is heavily covered in social media marketing circles, but most companies seem to be unable to stick to it. Give up on the hard sell for a bit, and just offer people something they will like, rather than posting a call-to-action twice a day (this is fatiguing, and will result in lost followers).

 

Keep it brief

All captions should be short and creatively relay information. Infographics are a great workaround if you have detailed content that is too wordy to fit into the “140 characters, six seconds rule.”

Remember, constant consumption of social media for many hours every day makes people retarded, and in the words of Ron Burgundy, that is a scientific fact; so marketers must now work within the context of appealing to people’s considerably shortened attention spans.

 

Capture attention

Just as in real life, there are several ways to win the attention or affection of passers-by (or scrollers-by, in the digital domain). You can use handsome aesthetics, charm, wit, comedy, meaningful expression or deeply profound meaning; you can post topical thoughts on a recent news item; you could even use controversy to gather some onlookers. There is no particular preferred approach, so use everything at your deployment to develop a well-rounded content mix.

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