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Harry Hawk

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TV vs. Digital (How to spend $5 Million)

Or How to Avoid Comparing Apples and Steaks

It's more about what you are trying to do, and who you are trying to reach than anything else. A lot depends on what else is in your PESO mix, what other stories are you telling.

i'd like to have some discussion around the use of paid social and PPC for PR practitioners. I just completed a 9 month 350k PPC/Paid Social spend for a client. I have lots of learning and am eager to share.

When thinking about Super Bowl Ads, the issue can't be encapsulated in cost of the ad; the real question is the cost per 1000 (CPM) and the targeting. If are looking for nerds who don't watch sports, Super Bowl Ads are going to be really expensive (maybe*).

We also know that some Super Bowl ads pick up lots of earned impressions as they get amplified by the press, shown on YouTube, Etc. *Our non sports loving nerds might get earned impressions in a really meaningful way.

On top of the creative, the storytelling and the CPM, we have to consider the issue of frequency as well. That is how many times you need to reach someone to be effective, to get the desired results.

On Facebook I can reach 100's of millions of people and spend $.001 per impression (or $1 CPM). In 2012 & 2013 I was regularly spending $.14 - $.30 CPM on Facebook targeting just 80,000 people. The former reached marketing people a few times in a few months living in over 75 countries while the later reached locals within a single zip code repeatedly through a 12 month period.

Let's talk :)
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At today’s PRSA – San Antonio luncheon, Sheri Rosen, shared her insights about employee communications. She described a new role for employee communicators that involves listening for how to resolve confusion or conflict as a step toward shared understanding. "Employees need two things: supportive relationships at work and to know how their work is connected to the larger business goals." "At work, people instinctively float ideas, ask questions, define value and find commonality in conversations with colleagues before they can find meaning in their jobs and know what to do to succeed." 

#PRSASA
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Alex H Yong

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source: Peter himler's twitter
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Ioana Glitia

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Hi guys,

I think I only connected with you twice since I started listening to FIR. A comment or tweet, something small, in any case.

Just wanted to say a big thank you. For the past 6 years I grew as a comm specialist thanks to you. Working and learning the trade in an agency (with all it's awesome campaigns, an awesome mentor that invested her time in me, but also long-hours, weekend workdays, high pressure moments), your shows have always been my favourite "me time" of the week.

You've become so much of what represents me that even when I took up running last year, I felt like I wouldn't be a true runner until I listened to your podcast while exercising. That's because someone had said on an FIR episode that they listened to the show while jogging - which was a surprise for me. I would usually listen to 80% of the show as I would get ready for the job & commute. Now, I make sure I have the episode downloaded whenever I run (I have to admit that a high rhythm song is slightly more efficient at making me push my limits, however great your episode is :) )

I confess that sometimes I’ve been a bit selfish about your show - 3-4 years ago I would have never shared my source of comm talks & ethics to any of my colleagues that occasionally competed with me in various debates.
But I did analyse myself and thought about how many of your shows talked about open source, how the comm industry in my country would be so much better if all my colleagues followed your talks, how I myself went into comm after being highly active in an open source community and writing a Linux column. So I would occasionally share a link with fellow colleagues. And would always, always share you guys with close friends in the industry.

Your talks and Delicious links have often been of great help to me, particularly when I had to argue for the ethics of our industry in front of my colleagues. I'm thinking of the talks on PRos & wikipedia articles in particular.

And it wasn’t rare that I would double check my draft statements & pitches as I would be in the middle of a crisis situation for my agency’s clients (leading fmcg companies, but also insurance & oil businesses operating in my country), because of you. I would often ask myself what would Neville & Shell comment if they came across that company's statement on their show. You never did, mostly cause they were all translated & published in my mother language. But I wanted to point out your influence.

Last year, I was in between my first major job change, leaving the agency, when you announced that Neville will leave the show. I remember feeling slightly anxious, as if my mentors had abandoned me. You obviously didn’t. It took me a while to get used to the new show (and a month of rebellion when I didn’t want to listen to the full show for fear it wouldn’t be as good).

I really loved the joyful giggling & solid opinions I listened to in the last episode. Think it had at least a bit to to do with all the guests being female. :) Made my morning happy while listening to your episode, again :).

So, thank you! I hope Neville will also get to see this.

A silent, but incredibly big fan,
Ioana 
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Shel Holtz's profile photoNeville Hobson's profile photo
2 comments
 
What a wonderful narrative, Iona, thank you. It's terrific to hear what you have said about how much the original FIR meant to you. Truly humbling. Again, thank you.
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Harry Hawk

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Looking for a recommendation or introduction to a freelance/part time PR person in Mexico City Mexico. Looking into hire someone for a small budget short duration project. Thanks
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Sheri Rosen's profile photo
 
Leticia Narvaez is an IABCer (in fact an IABC Fellow) in Mexico City who is now out on her own after success in the corporate world. If she is not a match for what you need, she might know someone who is. I would be happy to connect you to her.
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Scott Douglas

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Interesting story about a marketing firm in the UK which used Periscope to monitor a puddle outside its office and turned into a global phenomenon:

Here on the BBC - http://www.bbc.co.uk/newsbeat/article/35245437/drummond-puddle-watch-thousands-watch-livestream-of-puddle-in-newcastle

Loads of big name brands tried to newsjack the event - http://www.thedrum.com/news/2016/01/07/drummondpuddlewatch-drew-over-50000-tweets-brands-including-greggs-lidl-and-innocent

And the company behind the Periscope stunt admitted they were at a loss to explain why it became such a big deal  - http://www.thedrum.com/opinion/2016/01/07/eye-puddle-inside-story-how-drummondpuddlewatch-captivated-world

I wonder what other PR and communications folk make of this? I shared some of my thoughts on this post, because I think few businesses are ready for plain old YouTube video, let alone this kind of thing - http://www.holyroodpr.co.uk/whats-periscope-and-why-are-people-watching-a-puddle/

be interested to hear other views - and if this means Periscope is about to go mainstream?
Thousands of people watched a live video stream of a puddle in Newcastle on Wednesday.
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Alex H Yong

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Does marketing actually want PR to be in charge of social? Here are survey results compared to older survey results by +The Creative Group  
Should PR or marketing be responsible for corporate social media activities? It’s a common point of contention for businesses. While the jury is still out,
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Joseph Thornley

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+Shel Holtz, Is the decline of Google+ being mirrored in less community engagement on the FIR Podcast Community? It seems like there is less activity here than there was six months ago.

If I'm right in this perception, is it time to move to another gathering place? Is there in fact a better place that the community would be likely to check and participate in more often?
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Bernie Goldbach's profile photoShel Holtz's profile photo
7 comments
 
Bernie, that's a great idea. Maybe I'll announce it on Monday's show and distribute the poll through the FIR Twitter account. Or next Monday -- I need to read up on Twitter polls, since I haven't done one yet.
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Bernie Goldbach

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Priceonomics offers a 30,000 word blog post containing everything they know about how to make content and get it to spread on the Internet. It’s a good read if your business turns data into content.
A 30,000+ word blog post about how to write about information and make it spread. And something new from us: The Priceonomics Data Studio.
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Is the focus on employee engagement hampering Internal Comms' effectiveness at addressing other business problems? http://changingtheterms.com/2015/12/01/unpacking-the-pravda-principle-looking-beyond-engagement/
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Some suggest HPE's marketing and communications manager may be on his way out. I listen to Lucy Kelloway, the author of this piece on the BBC. I would not mess with her! http://www.ft.com/intl/cms/s/2/b57fee24-cb3c-11e5-be0b-b7ece4e953a0.html#axzz3zbWD9Ggo
Last week I received an email from Henry Gomez, head of marketing and communications at Hewlett Packard Enterprise, objecting to a column I’d written the previous week. In it I’d repeated the advice his boss, Meg Whitman, gave to an audience at
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Sean Carlos

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Are you an ungrateful customer? Be careful, commercial relationships are a two-way street: you might be "disowned" by the very company you criticize!
A Californian venture capitalist had his Tesla Motors Model X order cancelled after he wrote about a badly run launch event
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Wikipedia celebrates it's 15th birthday today.
15 amazing things since the idea of Wikipedia was launched to the world on January 15, 2001. January 15 is known to Wikipedians as Wikipedia day. Before 2001, an encyclopedia could cost thousands of dollars, trees, water and ink, and let's face it, was really really hard to carry around.
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Alex H Yong's profile photo
 
Way to make me feel old. Just kidding:)
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Ioana Glitia

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Hi again,

The startup I recently started helping is now looking to expand in the US.
Would someone from the FIR community be willing to recommend a California comms agency with travel startup experience, willing to take on a European startup?

Here’re some details:
_Spoty.com is a marketplace for getaways offered by locals anywhere in the world. By getaway they mean a locally relevant activity + a local stay. People compare it to AirBnb with a cherry on top.
_in continental Europe they position themselves as the marketplace for getaways offered by English speaking locals.
_While a small part of their team is in NY, the largest part is in continental Europe, and that’s where they’ve had the most growth in terms of hosts & user acquisition.

To be honest, they have next to no contacts in California, and I personally believe it's a huge challenge for them to take on. Their founder, however, has asked me to help them with this.

Thank you,
Ioana
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Shel Holtz's profile photoIoana Glitia's profile photo
2 comments
 
Thank you Shel, that would really help us at Spoty!
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The Small Business Beginner’s Guide to Snapchat
Last week, we gave you 3 stats to help drive your 2016 social media marketing strategy and polled readers about which social media platform they felt LEAST comfortable using heading into the new year…
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Sheri Rosen's profile photo
 
Thanks for sharing.
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Sheri Rosen

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I'm posting an observation on your comments in FIR podcasts recently about dropping use of this community, +Shel Holtz
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Sheri Rosen's profile photoDan York's profile photo
4 comments
 
I just haven't found I like the new design as much... and maybe that has subconsciously been keeping me away.
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Frijoles & Frescas Grilled Tacos, a Las Vegas restaurant, gets burglarized and then creates a very funny viral video ad from the security-camera footage.
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This is my vote for the new "Oreo moment." The day after being robbed, this taco shop made a funny video using survalance footage. 
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Sean Carlos

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Ouch!
Claims against founder Trevor FitzGibbon forces closure of company that has big-name clients including Amnesty International
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Duane Bonifer

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Some great tips.
 
Spoke with top brains from YouTube, Twitter, Forrester, KPCB, Vimeo and others about 2016 video strategy - thought you guys would want to see what they said! http://www.forbes.com/sites/paularmstrongtech/2015/12/10/what-your-video-strategy-should-look-like-in-2016-per-youtube-and-others/

#onlinevideo #strategy #2016 #trends #predictions #help #planning #youtube #vimeo #Twitter
After speaking with top brands and platforms (KPCB, Twitter, YouTube, Forrester, Vimeo) in the online video space, here's what your video strategy should like in 2016.
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Alex H Yong

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"The initial promise of #socialmediamarketing was how inexpensive it was, [...]But in the last few years, the landscape has changed dramatically. Social feeds are so saturated with content that it’s almost impossible to break through without paid distribution"



#paidownedearned #pr2point0 +Weber Shandwick#WeberShandwick #contentmarketing
Great content will go to waste if the right people don't see it.
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