CIPRThe UK’s Chartered Institute of Public Relations ((CIPR) @CIPR_UK) this week released it’s best practice guidelines for social media monitoring and listening. The document, which is free to download and was prepared by the institute’s own Social Media Advisory Board (#CIPRSM), gives details on what is social media monitoring, the paid-for and free tools that are available and the how to create monitoring workflows.

Of course you would expect public, private or not-for-profit (NGO) organisations to be good at listening, but in fact it is a skill that is having to be re-learnt.

Until the rise of online and social networking, most public relations professionals relied on traditional broadcast media – print, radio or TV, to engage and accordingly shape perception amongst the client’s target audiences. That meant engaging primarily with journalists.

For many PRs the only weapon that they had in the armoury – primarily because PR was exclusively seen as media relations, was the press release. Weather it was in-house or agency-side the press release was the only tool that others in our organisations saw us use. And success was defined by the coverage secured, always measured by that awful Advertising Value Equivalent (AVE) standard that the CIPR has recently disowned.

The rise of the internet changed all that. Very much like mobile is changing everything again.

Today people flock to forums and social networks to share positive or negative thoughts and experiences, to connect with one another, to create communities about anything and everything. As a result the web has changed the news and publishing industries as much as it has changed public relations profession. A issue can become a crisis in the amount of time that it takes an influencer to share a story with his or her followers.

All the data that is being shared has created an opportunity for organisations to improve how they listen and how they use that information to meet the expectations from their respective audience groups. But listening is not just an art-form, but a science that can give competitive advantage to companies that know what to listen for and how to use that data.

As a result the CIPR decided to produce a document that would give best practice advice to members and non-members alike. It is not designed just for PRs or social media consultants. It is a document that aims to highlight to management and c-suite staff the value of knowledge and how to gain that from conversations taking place online. As Sir Francis Bacon said, “Knowledge is Power.”

If you do have any questions then do reach out to me (@twofourseven) or members of the #CIPRSM panel. We are here to help.

A copy of the document can be viewed and downloaded below.

The UK’s Chartered Institute of Public Relations hosted last week it’s annual Social Media conference. Focusing on how social, digital and mobile channels are changing communications and business, the #CIPRSM team brought together some leaders from the worlds of mobile, analytics, finance and international diplomacy to discuss the future of our profession.

I attended and chaired the panel on #SocialMedia across international border with Chicago Mercantile Exchange’s Executive Director for Corporate Communication’s Allan Schoenberg (@allanschoenberg) and Noriyuki Shikata (@norishikata) who is the Political Minister to the Japanese Embassy to the UK.

I put together a review of the conference on Storify (#CIPRSM Share This Conference: A Review). If you are on this network then do follow me.

 


 

#CIPRSM Share This Conference: A Review

The UK’s Chartered Institute of Public Relations (CIPR) this week hosted a social media and public relations conference in London. Speakers shared insight on how technology is reshaping pr, reputation management and management consulting.

 
  1. Technology is reshaping the public relations and communications professions. Social networks have connected people, they have empowered them and given them a platform through which they can share their thoughts and opinions. And because of the rapid adoptions of smartphones and tablets consumers and stakeholders are sharing their views from wherever they are.

     
    Delivering the opening keynote to this conference the Economist’s social media editor Tom Standage shared with us the real history of social media, all the way back to Roman times!
  2. Literacy widespread in Roman world & Tom Standage comparing it to social media of the time #ciprsm conference
     
     
  3. Fascinated by @tomstandage keynote at #ciprsm on how social media “has been around since Roman times” pic.twitter.com/HS4nGJn2u7
     
     
  4. What did the Romans ever do for us? Social Media says @tomstandage illustrating his point with a Roman iPad #CIPRSM pic.twitter.com/IDV54Tq11Z
     
     
  5. Tom (@tomstandage) didn’t waste any time in telling us that social media is not a fad. In fact, what social networking channels do is return us to communicating before the recent era of broadcast mass media.
  6. “Coffee houses were the hubs of choice in the past” – nothing changes! @tomstandage #ciprsm
     
     
  7. Fascinating argument from @tomstandage that social media as we know it is a rebirth, cycling back to pre-mass media, pre-19 century #CIPRSM
     
     
  8. “Social media doesn’t cause revolutions but helps them along by synchronising opinion and acting as an accelerant” @tomstandage #ciprsm
     
     
  9. Social media is at least 2000 years old. Mass media in 20th century was an anomaly says @tomstandage #ciprsm
     
     
  10. @tomstandage Brilliant, but a question – should’ve asked, has old ‘broadcast media’ times tought people (orgs) to ignore listening first? 🙂
     
     
  11. @twofourseven Yes, I think it has. When you’re used to one-way/broadcast, it’s hard to adapt to two-way/social
     
     
  12. The conference was then divided into two work streams in the morning, the first of which focused on Mobile Media and the Visual Web. Running concurrently, work stream two looked into Audience and Online Habits.

     
    In session one we had Founder and CEO of Kred Andrew Grill (@AndrewGrill) and #CIPRSM’s own analytics expert Andrew Smith (@andismith). The conversation was all about analytics and understanding influencers and the capital that people gain through social networks.
  13. Panel sessions are under way, with @AdParker @AndrewGrill @andismit on ‘Understanding social capital’ #ciprsm pic.twitter.com/imULmiuAPf
     
     
  14. “CMOs want to see big numbers for impressions, it’s b**l s**t” @andrewgrill #ciprsm
     
     
  15. @AndrewGrill says we need to package #social propositions to the C-suite in their language #CIPRSM
     
     
  16. Need to speak C-suite’s language says @andrewgrill – slide showing how ‘Digirati’ organisations 26% more profitable as an example #ciprsm
     
     
  17. As you all know, I am a big evangelist of mobile in communications and business development. Mobile has positioned itself to be at the heart of how businesses and services are developed and delivered. They are also at the centre of how people today share insight and information. Mobile can crunch the time it takes to build or break reputations.
  18. Mobile has changed everything in comms, pr, #socmed and digital @ilicco tells #ciprsm. Of course he’s right….
     
     
  19. LBI’s @ilicco discussing digital dualism at #ciprsm – we are the same online as we are offline. @Pontifex agrees: precisebrandinsight.wordpress.com/2013/01/24/the…
     
     
  20. The big debate came with regards to how mobile is used – an essential question that is often ignored. Ilicco Elia (@ilicco) highlighted the case of Starbucks that has started to pull people from across departments to work on solutions for their customer base. Of course, for us, the consumer, we don’t see them as solutions. I see seemless interaction as common sense!
  21. How many departments need to be involved with mobile? All of them – @ilicco #CIPRSM pic.twitter.com/jYpg2yxZXk
     
     
  22. #socmed engagement forces organisations to collaborate internally to to deliver a better consumer experience -insight from @ilicco #ciprsm
     
     
  23. The brilliant @illico talking about mobile at the CIPR social media conference #CIPRSM
     
     
  24. Meanwhile 33-Digital’s Peter Sigrist (@psigrist) discussed the rise of wearable technology. Sigrist says that PR agencies need to stop recruiting art graduates or those with a PR 1.0 degrees, a point that I’ve been echoing for 3/4 years.

     
    I’ve been arguing that our profession needs mathematicians, coders, designers, analysts, data scientists. Yes, like 20 years ago it was all about social psychology, today it is about understanding our audiences and designing experiences that resonate with how they have been conditioned.
  25. @psigrist now up at #ciprsm talking about mobile and the future, wearable tech and how information flows fast and free.
     
     
  26. The public does the talking in today’s world of media campaigns says @psigrist. Linear 1-way broadcast is ineffective. Damn right #ciprsm
     
     
  27. “PR firms need to better understand data and start employing mathematicians not art graduates” says @psigrist. #CIPRSM
     
     
  28. After lunch we had two further work streams. As an International PR Social Media Consultant and Digital Strategist I brought together two leaders in their respective fields, Chicago Mercantile Exchange’s Executive Director for Corporate Communication’s Allan Schoenberg (@allanschoenberg) and Noriyuki Shikata (@norishikata) who is the Political Minister to the Japanese Embassy to the UK. Up for debate was how to use social media across international borders. An essential point given that social channels today cut straight through borders and jurisdictions.
  29. For Financial Services, China matters on social, says @allanschoenberg. Deliver local language content there. #CIPRSM
     
     
  30. @CMEgroup‘s social media timeline. Innovation is what @@allanschoenberg does in terms of comms. #ciprsm pic.twitter.com/awcTkNx6Hw
     
     
  31. Importance of using the right platforms in different regions vital to success in financial markets says @allanschoenberg #CIPRSM
     
     
  32. Following Allan we had Noriyuki Shikata, a leader in eDiplomacy. Nori shared with us his insight on how social networks were used by the Prime Minister’s Office of Japan following the great Tohoku Earthquake and Tsunami. For the government of Japan it became an essential tool in engaging with the international community.

     
  33. @norishikata talks about Social Media strategy for Japan and fitting this with western concepts and crisis comms #CIPRSM
     
     
  34. Social media is one important element of public diplomacy, global comms and global comms engagement. Totally agree with @norishikata #ciprsm
     
     
  35. Lessons from @norishikata on international crisis comms in aftermath of Japan Tsunami – put data in context, use 3rd party voices #CIPRSM
     
     
  36. “Effective social media use in crisis management from CEO/leaders could be way to demonstrate leadership” @norishikata #ciprsm
     
     
  37. @norishikata talks about combining traditional and social in international comms. Not understanding cultures cannot be an excuse! #CIPRSM
     
     
  38. Really enjoyed hearing @norishikata – has a calm, measured way of presenting & is gently persuasive: powerful combination! #ciprsm
     
     
  39. The session following ours focused on digital and social commerce. Speakers focused on using social and digital channels to support sales and how sales should be owned by everybody in an organisation, especially with the influence of social channels.
  40. To use social as part of sales process you need to understand customer behaviours says @katyhowell #ciprsm
     
     
  41. Rounding off the conference we had Nick Jones (@NJones) from Visa Europe. A former head of COI.
  42. #ciprsm Keynote @njones ‘BAU is the things we do again and again that make money’. Social Media BAU
     
     
  43. Liking the phrase “business as unusual” from @njones #ciprsm
     
     
  44. At #ciprsm @njones cites @brands2life research that says more and more journalists are being measured on social media sharing of content.
     
     
  45. Fact is that reviewing this conference, we can see that the communications landscape has already changed. It has changed because people have adopted technology, they have turned to social networks and mobile devices to share more, to discuss and debate, all through channels that we can listen in.

     
    Organisations though still retain their 20th Century broadcast mentality. They talk and expect you to listen. Yet the more that people talk, the more that people share the more empowered they become. The faster they expect answers and service, let it be from the private or public sectors.
     
    As a result, business has to change, the delivery of public services have to change. Digging your heads in the sand only goes and creates opportunities for others. And those that are risk averse have more to gain.
     
    Public relations today is more than just about reputation building and management. It is about business development. People who work in public relations need to remember that it is our skill in understanding the public that sets us apart. Let’s change how we work.

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Instagram’s Video Launch, Vine Sharing Tanks On Twitter
Instagram’s Video Launch, Vine Sharing Tanks On Twitter

#InstagramVideo has been eating into the number of people sharing videos on Twitter’s Vine, according to data from data analytics tool Topsy.com.

On 20 June Facebook unveiled #InstagramVideo and it appears that it’s launch led nearly immediately to a drop of over 40 per cent in the number of videos shared on Vine. If this is anything to go by then it looks that the public has taken to Instagram’s 15 second video format with filters over Vine’s 6 seconds offering.

Over 5 million videos were uploaded to Instagram in the first 24 hours, confirming what we all knew, that video is what people want to see and share, especially on mobile devices.

This has created the opportunity for private sector companies, NGOs and public sector groups to engage with their audiences using short and to the point video. But what are the differences between these two channels?

Insight gathered tells us that:

  • Instagram has over 130 monthly million users, while Vine has 13 million.
  • Vine videos can be a maximum of 6-seconds long, while Instagram gives you 15-seconds. We should also note that in The Gulf and Middle Eastern Countries the video application of choice is Keek, which allows 36-second video updates.
  • Instagram allows filters to be used, Vine doesn’t, or at least it doesn’t yet, but I suspect that they will offer this facility soon as Twitter already offers filters on pictures upload to the network.
  • Instagram videos are locked into Facebook. VentureBeat’s John Koetsier‎ (@johnkoetsier‎) points out that, ‘you can view the video within the Instagram app [on your mobile], or — if you have the URL — on the Instagram website. You can also view the video in Facebook, but nowhere else.’ Yes, if you share an #InstagramVideo on Twitter, it won’t auto-play as Twitter removed Instagram use of Twitter Cards, so Instagram video will not render in Tweets.
  • Vine will auto play video in Tweets, and you can also embed Vine videos on websites.
  • Facebook could move to embed video advertising before or after your clips. But then, so could Twitter. As a brand, you should consider the implication of this.

Social media has given PR and communications professionals with an arsenal of tools with which to better engage with their respective audience. The rise of video, confirms PRs are brand journalists, enabling organisations to:

  • Share behind the scene information.
  • Encourage brand ambassadors to share content.
  • Share short stamens from decision-makers.
  • Encourage your community to reply to announcements.

From my perspective I see Vine as a tool for real time news for companies and brands. A video platform with which you can reach influencers on Twitter. Instagram meanwhile has positioned itself as a channel for the long-term conversation with consumers on Facebook. Bot has it’s strengths, but it is up to PRs to know which is the right tool for the occasion.

Video is taking over from the written word. Gaining knowledge on video and how it influencers is a skill that PRs are going to have to gain, and fast. Just look at how @GeneralElectric have taken to Vine.

Just this week I was at Aljazeera in Doha presenting to a number of their PRs the value and ways in which video can add value to conversations. Their answer to me? Er, we already use Keek.

Introducing Video on Instagram from Instagram on Vimeo.

RISJ Digital Survey 2013
RISJ Digital Survey 2013

Research from the Reuters Institute for the Study of Journalism (RISJ) at Oxford University has found that mobile phone are becoming the main to news for people on the move.

The report, which surveys news consumption habits in France, Germany, Denmark, Spain, Italy, Japan, Brazil, and the US, as well as the UK, found that audiences increasingly want news on any device, in any format, and at any time of day.

The report identifies 25-35 year olds as the age group most willing to pay for online news across all nine countries surveyed. Yet just over one in ten (11%) of online users of all ages who participated in the survey said they had paid for news in the last year – about one third higher than the average in the 2012 survey.  The report says that this rapid increase can be partly explained by the relatively low starting base, but it highlights significant growth in the percentage of consumers who have paid for digital news in countries such as the UK, France, Germany, and US.

The survey also shows surprising national differences in the rate of online participation. The Spanish (27%), Italians (26%), and Americans (21%) were more than twice as likely to comment on a news story via a social network as the British (10%). Meanwhile urban Brazilians were five times more likely to comment on a news site than the Germans or Japanese surveyed, and nearly half (44%) shared a news story on a weekly basis via a social network, with around one third (32%) doing so by email.

Of those who are not currently paying, across all the countries more than one in ten (14%), on average, said they were ‘very likely’, or ‘somewhat likely’, to pay for digital news in the future.

The way that people are consuming and commenting on news is having a defining effect on public relations. Many organisations are going to have to realign their engagement and outreach work, and spend more time listening and learning.

If you would like a copy of the report then with thanks to @NicNewman you can download a copy from my Scribd account below.

 

Reuters Institute Digital News Report 2013 by twofourseven