Senaste nyheterna

NASA's Pluto project - a PR bargain

18/08-2015

Great PR brings joy, pride and meaningful admiration from peers and the general public. And putting NASA's project New Horizons in perspective shows that the 700 million budget has been a great PR investment for the so far. Compared with other PR investments, for example a main sponsorship of the Olympics, a Soccer World Cup, Formula 1 or similar sport events, it's a fair budget and the ROI is extremely high.

In this perspective NASA is a great PR investment for the USA. Vlad Savov at The Verge has compared the NASA investment made by the US Government with other corporate invenstments in order to put things in perspective. For example: Apple could fund 15 New Horizons project with the profit they made in the last three months only. Read The Verge article here.

 

Journalists: Social Media for news, but...

21/07-2015

Every year Ogilvy PR conveys a study with journalists in North Ameria and the UK in order to map media behavior and media influence. This year the media consumtion for News in the surveyed group was distributed as follows: Social Media (35%), Newspapers (33%), Newswires (12%), Broadcast (11%) and Blogs (5%).

However, when it comes to credibility journalists prefer to get their news from other journalists, in quite traditional news channels. And 47 percent said earned media has the most influence over purchasing desicions and business outcome.

For a PR campaign to be successful - given there is a relevant message, some 44 percent said a mix of earned, bought and social media is the most effective way of reaching out to influencials and journalists.

Read Laura Nichols' article in PR Week

Bilboard for women - only

9/06-2015

German beer brand Astra is struggeling with the same problem as most beer brands in the world - women are not very interested, neither of the product itself nor of their advertising. Well, this is about to change.

In the streets of Germany there are now interactive bilboards that can detect when a woman is passing by. And the smart bilboard can also detect if the bypasser is old enough to buy a beer. And the video responsive bildboard starts to play, telling men to keep walking and women to stop for a moment, using humor and wit to make women feel more included.

This new video based bilboard technology is developing quickly and is getting a lot of media and social media attention as well as emotional reactions where it appears. And because of a wide range of video material the bilboard is able to rect on many different situations. Read the full PSFK article by Emma Hutchings and watch the video here 

Apple watch - Game on!

1/05-2015

Several surveys show that the Apple Watch is a hard nut to crack for consumers. Less than 10 percent of them say they are interested in actually bying one. And around 50 percent say they couldn't care less. But more or less all of them seem to struggeling with trying to figure out what to use it for. And this goes for all smatwatches as it seems.

At the same time advertisers and marketeers around the world are in the midst of creating new communication and campaigns that takes use of the global hype. But it's a challenge, since the obvious benefit of the device is still to be found out among consumers.

The game is on. The players are all on the field. But it's a crowded and difficult one. Read the full artice in by Haylay Tsukayama in Washington Post 

People's winners predicted by Social Media

26/02-2015

Julianne Moore and the other winners got their Academy Awards the other day. Speculations in media had been going on for weeks. But already before the ceremony, winners were identified by monitoring Social Media: The people's winners.

The London based communications agency, Shine, thought it would be a good idea to demonstrate their PR skills and came up with a fun and interesting prediction: The Academy Award nominees ranked by the most positive social media sentiment.

As always before a big media event the press is obsessed with predictions. And the Shine team managed to demonstrate that social media insights can be used in order to prepare for the next step in a campaign or a communication activity.

One still have to say it was a brilliant creative take, and therefore it deserves to be told again. Here is the post on Shine's blog  

Super Bowl aftermath: $1,5 million per second

4/02-2015

Does it makes sense to pay $45,000,000 for a 30 sec ad? Well, when it comes to NFL's end game of the season, the Super Bowl, it does. This is the advertising peak of the year for US marketing people. And the broadcasters are turning it more and more towards a full online experience with streaming services in parallell. It's time for the Super Bowl aftermath.

At first the whole spectacle might look like an orgy in very traditional TV advertising. Not only the format, but also the ads are usually very main stream since the audience is main stream. But when you add on millions of comments and views on YouTube, Twitter and Facebook, it might start to look a bit more reasonable to through in marketing spending at a $25 cost per viewer. And when you note the fact that the viewers tend to actually watch the ads, comment, share and rate them in multiple social channels. And media producing ratings and analysis articles for many days after, it even start to sound like an affordable way of reaching out.

Mark Fieldman, contributing reporter at Forbes talked to Crimson Hexagon about the reasonable in spending money on Super Bowl advertising and presenting the online sentiment and online spread per ad. Click here to read the Forbes article.

"Digital" still not understood

6/01-2015

We have seen Digital Creatives, Digital Seminars and Digital Agencies all over place for the last 5-10 years. And it's not going to fade yet it seems. The reson is that we have not fully undestood the meaning of Digital in our life and in our profession. This normally takes a while. Especially when a new technology has impact on almost everything we do.

When we have reached full understanding and a mature state, the word will disappear by itself. Just like electricity. We don't turn on the electric light at home anymore. We just turn on the light. Period. The definition and the understanding of the impact of electricity is totally understood by more or less everyone these days.

Already now, but even more in the future, digital communication, digital information and digital services will be a constant layer in our life. And then the word "digital" becomes obsolete. The only thing that will change is the context. The place and situation where we consume it: At work, in the car, in a funpark or at home. And the format: The wearable watch, the screen in the car, the work tablet or the TV screen at home. Marketeers should focus on a mindset rather than a communication channel.

And marketeers have to learn a lot more on how to reach people in relevant contexts. However, this is still to happen. At least as long as we continue to name Digital Agencies and Digital Departments within the communication community. And this is the proof that we have not yet digested the full power of Digital says Tom Goodwin, CEO and founder of the Tomorrow Group. Read his article in The Guardian here 

2015 Global Information Trends

6/01-2015

In 2015 the trend with cloud bsed services will continue to grow rapidly. This enables small companies to get a lot of power for small money, and even out the competition with big ones. This might change the game for the corporations that are used to sit alone on advanced solutions. Suddenly small players in the field can offer the same services - to a lower price.

Another trend is the growing amount of data in the world. Just think of your own photos that are spread out in different apps an on different devices. How to handle it Well, according to experts, visualized data is a new area where we will see development and competition. It has to be intuitive and easy to use. Otherwise it's out of competition. Only the easy to understand and easy to use apps will survive in a world where data continue to grow. And people will not accept to spend time on training to make things work anymore.

Read the article in Wired by Nikolaus Kimla, the CEO and founder of Pipeliner CRM and uptime ITechnologies. 

Costly Conclusions on Social Stats

17/11-2014

Marketing is a discipline driven by precision and scientific research since many decades. When social media boomed in 2007-2009 and became “The place to be”, in the same way internet did in the late nineties,  global economy crashed at the same time, Advertising Agencies around the world saw an opportunity to grab a new business area when advertising plunged dramatically. Free distribution suddenly. Let clients invest in content and channel management, and continue with Business as Usual.

But the traditional marketing tools didn’t really work. Clients wanted their content fly and customers to share. The surgery precision tools were brought to the table and were named “Listening” and “Engage”. This method is still used widely and correctly. But the conclusions are often misleading. Without elementary understanding of Public Relations, with the emphasis on Relations, there won’t be any Viral effect nor audience engagement, since the core reason for people to use Social Media is relations. Social Media is great for building relations with users, fans, costumers and peers, but not for traditionally pushed Advertising. You can of course outspend completion with paid seeding, but that is a very costly exercise and you have to ask yourself: Was it worth the money? Did we reach the desired outcome?

Amsterdam based PR consultant Brant Emery wrote an insightful article two years ago focusing on the misleading conclusions Advertisers often do when they bring the Social Media patient to the operating table. Read article

Cosby Conclusions on bad PR

17/11-2014

The very basics of PR are built around Media Relations and the Press Officer or Media Speak Person, given the authority to speak on behalf of a company, organization or a celebrity. This role has been taken over by Social Media experts and managers when conversations take place online in the social sphere. And usually they lack PR or media relations experience.

The PR disaster surrounding Bill Cosby and the ongoing rape allegations that actually started out in 2006 already, took a new turn when his Social Media team created the hashtag CosbyMeme# in order for people to start Twitter conversations and sort things out. And people did… But not at all in the way that Cosby’s social media advisors thought.

Here is a moviepilot.com article by Alicia Garuso describing the mistake in a very good way, putting the finger on the problem: Lack of experienced PR advisors in the Digital/Social team planning and managing Cosby’s online reputation. Read the article