It should never happen to a PR pro…

Part 1: PR Stunts

Devising, implementing and successfully pulling off a stunt that turns up the wow factor to maximum is the holy grail of many PR pros. You know deep down that making the Ten O’clock News is perhaps setting the bar a little high, but what you’re gunning for is wall-to-wall coverage and a social hit.

Trouble is, the bigger, grander and more ground-breaking the idea, the higher the risk that your epic dream stunt will crash and burn. Whilst PRs know that not all stunts can work, here are a few insider tips to ensure you give yourself the best chance of getting seen in the right places for all the right reasons.

PLAYMOBIL castle job advert 2

#1 Plan, timeline, action

The nearer you get to the big day, the faster things will move so meticulous pre-planning and pre-seeding are of the essence. The bigger the stunt, the better your project management skills need to be to work your assets as hard as possible. That way, you can focus on building the biggest bang in the run up to the big S-Day.

#2 Great idea!

The visual leads. Keep it simple and relevant to the audience. Sticking with PR sure-fires is a good start. Think biggest, smallest, cutest, funniest, wackiest, most shocking…  Make it topical, let it have built-in conversation and engagement opportunities. Hats off to Paddy Power at this year’s Brits for its stunning, topical headliner.

#3 Not such a great idea

Make sure you’re being practical. Many a brainstorm idea hits the deck on the reality check. For example, yes, you may want to amass a crowd of excited consumers, but not if your campaign is hot enough to instigate a stampede. This summer, the Jet2Holidays horror show provided a sobering case in point.  Hundreds of people in Derby turned up to chase their staff, dressed in red morph suits, around the city centre for the chance to win free plane tickets. Many were injured and many more took to social media to vent their anger.

#4 Risk assess it

Do a dry run and check against a list of things that could go wrong to make sure you’ve got it covered. So what’s your plan if it rains? Need good Wi-Fi access for your stunt? Kids or animals involved? What’s your ‘money’ shot? ‘What can go wrong, will go wrong’ is a PR mantra that must be front of mind when thinking about stunts.

#5 Bake in social

Front and centre. #BandAid30 had three of our British superstar vloggers as part of the band. None of them known for singing… We don’t all have the budgets for headliners, but we can all know how we are going to activate our plans through earned, owned and paid social.

#6 Bake in your brand

Two great ways to do this – make your brand a key part of the stunt, like we did for Playmobil’s 40th anniversary or make it a fundamental part of finding out the answer to the ‘who’ or ‘why’ question like Betfair’s Octopus stunt. Omit this key agenda and you’ll risk your brand ending up, metaphorically speaking, in too many sub-editors’ bins.

#7 Cold start = hard start

You need an existing fan base that loves your brand and an active media/social following that wants to talk about your brand – they can be readily engaged as they are already familiar with it. You dramatically increase the risk of #StuntFailure if you are a relatively unknown or highly niche brand. Period.

#8 Have a budget

Stunts cost money. It’s an all too often occurrence that the ones that win awards have budgets out of reach of smaller brands. Stunts designed to win hearts and minds  for a charity or a really great cause can be an exception to the rule. For the rest of us, scale your expectations to your budget levels and then be ecstatic if you pull off the seemingly impossible. Or, be risk adverse and tee up multiple stunts – most brands known for stunts as a strategy have failures too.  You just don’t get to hear about them!

#9 Consider a paid push

PRs like to showcase their earned work, but behind the scenes many ‘viral’ stories these days start off with or run alongside a paid strategy. Don’t be too proud.

#10 Enjoy the moment

It’s too easy in our profession to work super-hard getting it all together, only for the big day to go by in a flash. So, when the moment comes, don’t forget to take a break, take in what is happening and celebrate how great all your hard work is turning out.

Leave a Reply

Your email address will not be published. Required fields are marked *

Weekly social scoop

The latest news and developments on Facebook, Twitter, Buzzfeed, Amazon and Snapchat – just in case you missed it!

Weekly social scoop

#1 Snapcash

By Reuters

  • Last week, it was announced that Snapchat will team up with Square to allow users aged 18 or over to send money to their friends’ bank accounts
  • Snapchat, which has previously experienced security issues, stated that security is a top priority and that Square will store the debit card information and transfer the money between accounts

#2 Facebook at Work criticised

By The Independent

  • Last week, we wrote about Facebook’s attempt to rival LinkedIn through Facebook at Work, which is thought to launch in the new year
  • But some have argued that it could lead to distracted employees and breaches of confidentiality, if Facebook does not properly understand the requirements of businesses

#3 Amazon’s disappearing deals

By CNET

  • In a bid to appeal to mobile shoppers, the internet retail giant, Amazon, has announced it will use Snapchat to send out exclusive deals to customers
  • As well as deals, users will receive gift ideas and recommendations, which will disappear seconds after the message has been opened

#4 Buzzfeed’s website traffic

By The Drum

  • A new report from Buzzfeed on how technology is changing media has revealed that social traffic, mobile usage and video views are the highest drivers to its website
  • The insight has led to Buzzfeed adopting a mobile-first approach, resulting in more mobile traffic and a higher share rates

#5 Facebook Groups app

By The Telegraph

  • Following the launch of its controversial Messenger app earlier this year, Facebook has revealed its second standalone mobile app – Facebook Groups
  • In an attempt to improve user experience, Facebook Groups will allow users to start new groups as well as track and control notifications

#6 Twitter exec Anthony Noto’s direct message fail

By BBC News

  • A senior Twitter exec, Anthony Noto, has made a Twitter faux paux by accidentally sending a public tweet which was supposed to be a private direct message
  • The message, which was deleted shortly after, read: “I think we should buy them. He is on your schedule for Dec 15 or 16 — we will need to sell him. i have a plan.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Seeking: Digital Intern for our Soho office

pixels

Digital Intern Role.

This is a paid internship. Initial contract length is three calendar months with the possibility to extend a further three months.

Are you a super bright and ambitious graduate with a proven passion for all things digital? Are you a voracious consumer of digital tech and active across multiple social platforms? Have you decided that digital marketing is the career path you’re determined to pursue? Do you love crunching data?

If you’ve answered YES to ALL of these questions, we’d love to hear from you.

The Position

The Digital Intern will be responsible for assisting our Digital Marketing Consultant across two key areas of work– research and social media measurement & reporting. There will also be the opportunity to work on some content marketing campaigns.

Monitoring & Reporting

  • Assist with monthly social media reporting (clients’ social media operations and our agency platforms)
  • Help identify influencers/ superfans for blogger and analyst outreach campaigns
  • Assist with Google Analytics reporting
  • Assist with live social media reporting at events

Research

  • Support with research (social media performance analysis, market & trends research and competitor analysis) for new business pitches
  • Research data for our e-newsletter and mailers 

Knowledge and Skills

The successful candidate will have:

  • Previous digital experience – preferably within an agency
  • Passion for analytics – and the ability to translate complex data into meaningful information
  • A firm grasp of at least the basic principles of SEO and social media influencer measurement
  • Extensive knowledge and passion for youth market platforms such as Snapchat and WhatsApp – and an interest in how brands are using them for digital marketing
  • Excellent verbal and communication skills
  • Good organisational skills
  • Be a multi-tasker
  • Be self motivated and have the ability to work on own initiative
  • Be passionate and enthusiastic
  • Be honest and down to earth

In return we can offer:

  • Hands-on experience at an award-winning agency
  • Personal training and development programme via The oneAcademy
  • Great location in Soho

Remuneration:

  • £1,041.67 pcm (gross)
  • 28 days holiday including public holidays (pro rata)

Start date – ASAP. Please note: This position is for UK residents only.

How to apply: Send your CV to jobs@onechocolatecomms.co.uk, along with a covering letter. Tell us in 300 words max why you want this job and what you have to offer.

Leave a Reply

Your email address will not be published. Required fields are marked *

PR & Social Media – Account Executive Role – Technology

Overview:

onechocolate is looking for a talented individual to join our busy technology team as an account executive to work on a range of existing technology brands.

The successful candidate will have:

  • Held a number of PR and social media intern roles in the past 1.5 years
  • Strong media and industry knowledge in technology
  • A passion for technology
  • First-class writing skills with proven examples of written work
  • Excellent verbal communication skills
  • Ability to deliver outstanding PR and social media campaigns

Other skills we’re looking for:

  • Languages
  • Multi-tasker – ability to juggle
  • Excellent process and organisational skills
  • Team player with a ‘fun’ approach to work

In return onechocolate can offer:

  • Award-winning agency with a proven track record of success and ambitions to grow and develop
  • Great client experience – on big brands and technology innovators
  • Integrated PR and social media campaigns to work on
  • International campaigns
  • Longstanding supportive team and fun environment
  • oneAcademy in-depth training and personal development programme
  • Great location in Soho

Package:

  • Salary dependent on experience
  • Non-contributory healthcare scheme (after 3 months)
  • 21.5 days holidays plus 3.5 days Christmas break
  • Birthday off

If you’re interested in applying please email us: careers@onechocolatecomms.co.uk

Leave a Reply

Your email address will not be published. Required fields are marked *

Biggest social media mistakes US brands make in Europe

homer-doh-squaregreen

In a recent blog, we looked at the biggest B2B PR mistakes US brands make in Europe… but what about social media?

Well, here’s our take on the three key areas many US brands often fail to recognise, let alone factor into their European strategy – plus smart social media tactics to win European friends, grow your influence and get more bang for your buck – guaranteed.

#1 Address Your International Audience

It may seem obvious, but brands seeking to expand into Europe and secure profitable relationships with top prospects need to set up social operations to speak the language of their key audiences and priority countries. Although English is generally the ‘preferred’ business language, it’s the native language for only 18% of Europeans and within the European Union alone, there are 28 countries and 23 languages to be taken into account.

A ‘one size fits all’ approach to content marketing simply won’t cut it across the pond. For brand awareness, engagement and lead generation, it is vital to ‘translate’ your key US messages in a way that resonates with specific European markets.

Establishing a powerful voice in Europe and managing social media via global pages for a diverse range of markets is a huge undertaking – we know.

However, this doesn’t need to be as complicated as it sounds; it can be simplified dramatically by sweating your existing assets. For example, you can re-skin digital assets created for UK and US platforms to be used by your local social media teams in other domestic markets. You can easily repackage priority social posts, company news and European industry news across the different markets into local languages, to be posted on local channels. It’s something we do for our international clients on a regular basis. It also pays to look out for trend articles by journalists writing about analyst statistics and apply in local news agendas, adding commentary on specific industry challenges and opportunities. This will appeal to media and stakeholders who are often looking for thought leaders.

#2 Maximise Your Resources

It’s important to create social media content for English language Europe through content calendars featuring relevant events and industry trends in Europe, as well as content aligned to marketing and PR initiatives in the US. You can do this by focusing on core topics relevant to your market and business. You should also define a percentage of specific European-facing content for global social platforms for each monthly conversation calendar.

Supplying ‘ready to post’ content for Twitter, LinkedIn, Google+, Facebook etc. as well as discussion topics with engagement tactics for LinkedIn Groups and pages in Europe, can also help your in-house sales and marketing teams. They can post this content on their personal Twitter and LinkedIn pages – creating more buzz, growing communities and engaging directly with top prospects.

Don’t take 24/7 operations for granted! Fill that ‘dead air space’ with region-specific content served to your audience during their peak offices hours. As a pan-European agency, we often run social media community management operations ‘in relay’ with our clients’ US social media teams to take advantage of global time differences and office hours. For example, we run Twitter/LinkedIn/Facebook/Google+ for European campaigns in the morning (GMT) and hand back the reins when the US wakes up in the afternoon (e.g. ET/PT). For global clients, we can then also handover to APAC. Smart, hey? 

#3 Identify Local Influencers

We often find US brands are speaking with US customers and influencers only, and lack any significant European following in general. The crucial importance of identifying and targeting key European influencers may sound a no-brainer but, again, it’s often overlooked. This investment in understanding ‘who’s who’ is paramount for any brand that has serious ambitions to establish a powerful European voice and brand awareness. Media, bloggers, analysts, industry bodies, think tanks, existing and potential customers and stakeholders need to be researched thoroughly on priority platforms in each local market. This delivers the insights that should direct your content marketing strategy; delivery of content that’s carefully targeted, on the front foot and relevant. Understanding who’s saying what and where, as well as the needs and challenges specific to each market enables you to translate your key messages to target the right people, with the right content, at the right time – in Europe.

Leave a Reply

Your email address will not be published. Required fields are marked *

Categories

Archive