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communications agenda
Issue 01 | 2015
Issue 01 | 2015
ARE YOU
READY
FOR
WHATS
NEXT?
James Warren,
Head of Digital, UK and EMEA
matters
Reputation. An analysis of
reputation from EMEA President,
Anders Kempe. Derived from
MSLGROUPs upcoming global
study of over 25,000 people,
theinsights demonstrate the
importance of fulfilling corporate
promises in an ethical way.
Contents
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16
Issue 01 | 2015
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26
32
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matters
Reputation
4
matters
A significant part of a
companys reputation
isa matter of instinct,
based on how relatable
that company feels.
Issue 01 | 2015
26,467
Financial
Performance
Relationship
2,500
Corporate
Behaviour
Products
and services
.000
.100
.200
.300
.400
.500
.600
matters
Data,
Data,
Issue 01 | 2015
Everywhere.
matters
Good data-wrangling
resources
Google Analytics
A free web analytics
service offered by Google
that tracks and reports
website traffic and is
themost widely used
webanalytics service
onthe internet.
Brandwatch
Enterprise-level social
media analytics and
workflow platform.
Extremely powerful
andcustomisable.
Synthesio
Helps companies listen,
analyse and engage with
consumer conversations
across social and
mainstream media within
one platform across
over 50 languages and
200countries.
Hootsuite
Social media management
system for brands whose
user interface takes the
form of a dashboard, and
supports social network
integrations for Twitter,
Facebook, LinkedIn,
Google+, Foursquare,
MySpace, WordPress,
TrendSpottr and Mixi.
Great for multi-platform
campaign management.
Sysomos
Social media listening
and analytics covering
conversations, themes
and sentiment analysis
and identifying key
influencers. Fairly decent
on language coverage
compared to competitors.
Deep Crawl
Website crawling tool
tohelp you identify
andmonitor all aspects
of a brands website that
could be affecting its
SEOperformance.
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Issue 01 | 2015
Mintel
Global market research
firm delivering regular
trends, B2B and consumer
insights, reports and
intelligence.
Lissted
Through human
knowledge/experience
and the power of
technology, the company
finds and monitors
thousands of influencers
online using real-world
authority.
Euromonitor
Business intelligence
research delivering
dataon industries,
countries, companies
andconsumers.
Google Alerts
Content change detection
and notification service
that sends emails to the
user when it finds new
results such as web
pages, newspaper articles
or blogs that match the
userssearch term.
Influencer mapping,
trackingandmanagement
Many tools will try to sell you the dream
of beingable to map, track and manage
influencers with a single platform. In reality,
influencers still work within complex platforms,
relationships and histories. Nonetheless, some
good tools canstill help brands and agencies
manage andmeasure multiple and complex
influencerprogrammes.
Traackr
Influencer analytics suite
designed to help brands
understand their audience
in an effort to support
successful influencer
marketing strategies.
Dynamic Signal
An employee advocacy
platform for marketers
that curates approved
branded content to be
distributed and tracked
through employees own
social channels.
Campaign management
Harness data during your campaign
not just at the end of it. There are a
number of great tools which are free
for small-scale management but cost
once you get to a certain number
ofprofiles or campaigns.
Google Analytics
A free web analytics
service offered by Google
that tracks and reports
website traffic and is the
most widely used web
analytics service on the
internet.
Tweetdeck
Social media dashboard
application for managing
Twitter accounts. Like
other Twitter applications
it interfaces with the
Twitter API to allow users
to send and receive tweets
and view profiles.
Google AdWords
A system Google has
developed to assist
brands in marketing their
products/services in the
Google Search Engine
and its affiliate sites, via
the use of a placed text
ad that appears when
people search for phrases
related to the brands
offering, appearing as
asponsoredlink.
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matters
SABMiller
has created a corporate
website fronted by warm,
authentic human stories.
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Issue 01 | 2015
Sainsburys
demonstrated they live
their values every day
with a series of authentic
and fun short films
featuring employees.
Always
The now ubiquitous
Like a Girl campaign
epitomises what can
be achieved with great
branded content.
Amplify
Content needs to have authority for people
to be even remotely interested, so give it
a boost and get it above the parapet to be
visible to audiences. Its noisy out there!
Paidmedia is an important element of
getting your content seen by the right
people. Also consider who your influencers
are. There are a host of people who will
want to share and possibly tell your stories
in their own way. Seek them out.
Brand publishing
provides you with
the opportunity to
control and craft
your own narrative,
bringing clarity and
purpose to your
communications
Stephanie Smith
Chief Editorial Officer
MSLGROUP North America
15
matters
SO,
WHATS
CHANGED?
Googles Knowledge
Graph is the manifestation
of semantic search, i.e. the
aggregation and display
of relevant information
pertinent to the current
users query. Knowledge
Graphs now appear in
approx 25% of search
results and are reported
tohave coincided with
a21% decrease in traffic
for Wikipedia
Narendra Nag
Asia Practice Leader, Digital and Social
MSLGROUP India
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Issue 01 | 2015
01
Native Display
03
LinkedIn Advertising
05
Shopping Ads
02
Promoted Tweets
04
Digital Advertorials
06
Behavioural
& Retargeting
Native display
This is the type of online
advertising that matches the
form, function and topic of the
content with the platform on
which it appears. So it means,
for example, working with
a content recommendation
platform such as Outbrain to
present a piece of video content
next to a related article on the
same subject.
Promoted tweets
Support a live product launch
or an event in real time with
Twitters promoted tweets.
Target relevant Twitter users
by details not only provided in
their @ bio, but also by insights
into who they follow and what
they engage with.
LinkedIn advertising
Extend the use of the LinkedIn
platform beyond recruitment
ads and recruiter licences.
Leverage sponsored posts
and InMails for wider content
amplification. Target by
geography, experience and
seniority.
Digital advertorials
The co-existence of a
piece of editorial and an
advertisement lends itself
well to the current world
of content marketing. This
approach combines the
reach of advertising with the
engagement of editorial copy.
Shopping ads
For those supporting an
eCommerce function, whether
through Googles Channel
Intelligence product or Twitters
Buy button, shopping ads
need consideration. They
respond to growing consumer
demand (and confidence) by
removing the number of clicks
to purchase, using an engaging
visual approach.
Behavioural &
retargeting offer
And dont forget search
engine marketing. Googles
behavioural and retargeting
offer remains an important
player in the mix of any
paid activity. Challenge ad
performance and test ad copy,
creative and destination to
maximise results.
Channel
Agnostic
content is
contagious,
versatile
and can
beadopted
across
multiple
platforms.
matters
PUT YOUR
WEBSITE
CENTRE
STAGE
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Issue 01 | 2015
21
matters
The benefits of a
high-performing website
Sites we rate
SABMiller
A best-in-class responsive corporate website
that uses its homepage as a hub for a
steady-stream of high quality, authentic and
emotional stories that bring the personality of
their business and world of beer to life acting
as a springboard to more liquid and linked
content and conversations in the social sphere.
Beyond the storytelling approach, the new site
also makes it incredibly straightforward for
investors, journalists, NGOs, governments,
partners and job seekers to find the information
they are looking for.
Roche
A beautifully simple site that strikes the perfect
balance between form and function. It excels
across all parameters but is particularly
noteworthy for the way it uses modest layouts
filled with great writing, photography, video
and infographics to tell powerful stories
about their business and its role in the world.
It has also been designed in such a way
that it facilitates quick and easy navigation
throughout always encouraging seamless
user journeys through the site.
GE
A stunning and distinctive site that performs
well across all parameters but particularly
stands out in the design and visibility
categories making the most of some
wonderful assets to tell stories that bring their
core proposition to life including video, social
feeds, photography and interactive features.
The site also does a good job of serving the
needs of job seekers and journalists.
Issue 01 | 2015
Siemens
A more traditional corporate website that
does a fantastic job of meeting the functional
needs of traditional corporate website
audiences (investors, journalists and job
seekers), but where video also plays a star
role in bringing their corporate narrative
to life. Interactive features like 360-degree
virtual tours create engaging experiences
andsocial media is well integrated with the
site and its content.
Coca-Cola Company
An all guns blazing online magazine called
Journey dominates this site and does a
fantastic job of immersing different audiences,
including consumers, into the world of CocaCola using a constant stream of interesting
stories and user-generated content related to
their business initiatives, history, innovation,
brands and jobs. This is all supported by
aclear promotion strategy and powerful
useof supporting social channels.
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matters
Technology
Coding standards: how well has the site
been developed?
Performance standards: how optimal
isthe site performance, how secure is
itand how resilient?
User experience
How easy/intuitive is the navigation?
How good is the functionality and how
interactive is the site?
How easy is it to search and filter the site?
How responsive is the site across different
devices?
Design
Does the design have a distinctive style?
Does the design enhance the content
andthe way people can use it?
How good is the overall quality of visual
assets (typography, colour, photography,
video, graphics)?
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Content
How good is the overall quality of
messaging?
How well does the site serve the specific
informational needs of: customers,
investors, NGOs, the media and
jobseekers?
Visibility (promotion)
Is there evidence of an SEO keyword
strategy?
Is there evidence of a sitemap, metadata
and schema mark-up to improve search
indexing and display?
Is social sharing available?
Is there evidence of paid promotion?
How well do the owned social channels
support the brand narrative and
identifiable campaigns?
Issue 01 | 2015
Common mistakes
Here are some of the most
common mistakes we
come across when were
evaluating websites.
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And finally
Optimally, your website should be a
beautifully designed and engineered
publishing platform, capable of showcasing
the very best of your organisation,
presenting your people, products and
perspectives in an engaging, compelling
and impactful way, delivered with
a consistent tone of voice. It must
be adaptable, so it addresses your
communications priorities as they change
over time, and it must work on different
devices and deliver information efficiently
todiverse stakeholder audiences.
In todays hyper-connected world, its
particularly important to remember that no
website operates in isolation. Your site must
co-exist within an ecosystem of other paid,
owned and earned platforms and channels,
acting as the nucleus around which all other
digital communications activity rotates: the
ultimate destination for anyone seeking a
better understanding of what you do.
matters
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Issue 01 | 2015
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matters
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Issue 01 | 2015
The relevance of
programaticmedia buying.
Programmatic buying
means that advertisers no
longer have to purchase
display ad-space for a set
amount of money over a
set period of time.
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matters
Everything is a computer
Building the internet of you.
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Issue 01 | 2015
matters
Empowering
TheReputation
Makers
OrBreakers
Issue 01 | 2015
2
With that in mind, here are our
topfive tips for turning employees
into reputation makers.
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matters
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Issue 01 | 2015
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Issue 01 | 2015
Context
Its official: audiences have a lower attention
span than a goldsh, according to Edward
Boches and the Statistic Brain In 2000, the
average person could concentrate on a task
without being distracted for a full 12 seconds.
By 2013, that number had dropped to eight.
Goldsh are better at concentrating than
weare.
Leadership
It is more important now than ever before.
According to a study by IBM, it is now the
most important leadership quality required
ina CEO for success in business.
Creativity will amplify
So, as communicators, how do you grab
attention and cut through the apathy caused
by overload? You need to disrupt, get creative
and amplify your message by creating
experiences. There are endless possibilities
using digital channels. You just need to nd
the right formula.
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Creativity is at once
both the lifeblood of
communications and the
sparkle. Rooted in a deep
human insight, brilliant
creative ideas were never
needed more to help clients
voices be heard and their
messages matter
How?
Dont talk do! According to Edward
Boches, actions most de nitely speak louder
than words. Dont take your audiences for
granted. Do your research; understand
their behaviours, their motivations, and
where theygo to get their kicks. Give them
something they love and theyll love you
back. Bring your message to life by giving
people an experience, invite them into
it, seduce them, surprise them, tell them
astoryand get them involved.
Trudi Harris
Chief Communications Officer
MSLGROUP
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Issue 01 | 2015
Conclusion
Share peoples passions, draw them in with
clever techniques and distribute shareable
content through all channels. If you do it
right, you will create a community who will
be happy to have a conversation both with
you and about you. Just make sure you grab
their attention in the rst eight seconds
The Illusionist
The Illusionist uses sleight of hand to
distract and disrupt. British Airways used
juxtaposition and technological trickery
togreat eect.
msl.gp/MagicFlying
The Provocateur
P&Gs Always picking a ght with a clich
and beating it to a pulp.
msl.gp/LikeAgirl
The Rebel With A Cause
Charity Water Is Life raising awareness by
making the self-obsessed First World look
like idiots.
msl.gp/HashtagKiller
The Twist
A favourite of ad men the world over:
thattried and tested technique, the twist.
They flip the story just when you think
youre in on their gag, but you forgive
themfor duping you because its made
youfeel allgooey inside.
msl.gp/TicketToVisitMum
The Stunt
You cant beat a well-rehearsed bit of
mayhem to make people stop and gawp.
msl.gp/PushForDrama
The Anchorman
And now, the news. In real time, via a biscuit
(sorry, cookie).
msl.gp/DailyTwist
The Storyteller
Are you sitting comfortably? Then Ill begin.
As we all know from childhood, you cant
beat a great story brought to life in a rich
andengaging way.
msl.gp/Makers
The Long Player
Sometimes its okay to defy convention and
just do whatever it takes. In this instance,
using the time and space the story warrants.
msl.gp/BlackHawkDown
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matters
Contributors
James Warren
Having started his career at IBM, James
blends strategic consultancy, creative thinking
and digital nous to help clients solve their
communications needs. As Head of Digital he
has overall responsibility for the delivery of truly
integrated content-led digital solutions.
james.warren@mslgroup.com
Sara Beirne
Sara is a strategic planner with 10 years
experience in the communications industry.
Working across global, regional and local
campaigns, she specialises in digital, content,
social media, consumer insights and analysis,
influencer identification and engagement, and
integrated and multi-market creative campaigns.
sara.beirne@mslgroup.com
Dominic Payling
Dominic is MSLGROUPs Director of Planning
and Insight. His obsession is changing behaviours
through the magic and rigour of storytelling
and the most influential techniques available to
communications. He is the editor of the recent
MSLGROUP book On Influence.
dominic.payling@mslgroup.com
Kinda Jackson
Kinda is an ardent content marketer with a
passion for insight-driven creative content, visual
storytelling and video production. In her role
as Head of Content she helps brands build and
manage a digital presence through creative, insightdriven storytelling, contagious content creation,
e-influencer, platform and content strategy.
James Klymowsky
A previous winner of the IPA Young Talent of
the Year Award, James has 10 years experience
designing and developing enterprise digital
solutions. As Technical Director, he leads the
development team at MSLGROUP with a culture
of creative technology that allows them to push
boundaries on behalf of their clients.
james.klymowsky@mslgroup.com
Dean Parker
Dean is passionate about developing creative
solutions that help organisations solve reputation,
behaviour and revenue focused challenges.
He leads MSLGROUPs expertise in digital
strategy and communications and has over
two decades experience in interaction design
and user experience.
dean.parker@mslgroup.com
Anders Kempe
Anders is a keen advocate of an entrepreneurial
spirit in the industry and at MSLGROUP. Anders
has headed up the EMEA region as President since
2007, and has almost 30 years experience in the
industry, with a particular interest in public affairs
and corporate communications.
anders.kempe@mslgroup.com
kinda.jackson@mslgroup.com
Lucy Cording
Lucys raison detre is using digital to reach
and influence audiences. Her wide-ranging
expertise ranges from mapping landscapes and
understanding user journeys to planning and
executing multi-platform campaigns. She is a
leader in search, social engagement, content
strategy and influencer engagement.
Al Baird
Al passionately believes that creativity is
fundamental in influencing audience behaviours
by building communities through emotive
storytelling and interactive experiences. He
is MSLGROUPs Lead Creative Director and
has over two decades experience of delivering
powerful brand and business impact through
creative communications.
Jason Frank
Jason is fascinated by the relationship between
people, performance and reputation, and believes
that brand and company success start from the
inside out. He is Joint CEO of MSLGROUP and
is passionate about building an agency that is
recognised as a go-to both for clients and as
anemployer.
al.baird@mslgroup.com
jason.frank@mslgroup.com
lucy.cording@mslgroup.com
Matthew Shannon
Matthews multidisciplinary approach enables
him to bring brands to life, engage workforces,
and deliver strategic change and business
strategies. In his role as Creative Director at
MSLGROUP, he adds value by creating innovative
solutions and a different perspective for some
of the worlds largest organisations and those
individuals that interact with them.
matthew.shannon@mslgroup.com
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