Sadly I missed being on Ian’s NMK panel for ‘Clients in the Wild’ as I just had over 200 staples taken out after an op. But it seems the discussion and subsequent blog by Will McInnes has created a stir – causing several blogging PRs some deeper introspection. Antony Mayfield summarises the issues up rather eloquently.

Like Antony , I too am an optimist. I also lived through the similar, if not so public, growing pains of the digital ad agency industry. Back in the 90s these start-ups and specialists departments were dismissed by the powerful TV ad world. And we all know how that has changed now. We now have a very different marketing landscape with digital taking the lead and the more handsome budgets.

Looking at Antony’s four points, here are my thoughts

1. Old models are being disrupted everywhere.

Yes, PR and marketing is mashing together in the digital world. And the change is difficult. Partnering with digital agencies from design through to search is one solution (and one we take). Not so they can lead the strategy as Will suggests happens at WagEd, but so that we can move fast and in collaboration with the marketing skills clients can benefit from.

It is often the case that new innovation is led by two or three champions that trial the new techniques. And Antony examples how many agencies are bringing in or growing their own digital marketing talent. Sadly, in many cases the online talent is disassociated from the ‘normal’ running of the agency – wheeled out for a pitch or strategy meeting. These agencies continue to offer traditional PR and the teams never get to discover what online is really about - beyond the online version of their offline target media. It maybe that when the fee income starts to affect these agencies, the silo walls will come down and in a short space of time, the rest of the agency will catch up. As I said I am an optimist.

And whilst Antony mentions the two big PR players that are embracing online, we are also seeing hot shops and boutiques come into play. Remember the likes of Poke , AKQA and Glue London all started as online hot shops and are now considered major players in digital marketing.

2. PR agency models may be less able to assimilate than be assimilated:

Changing the agency model is difficult. We are moving to fluid account teams to challenge the ‘generalist PR model’: creating core centres of excellence and allowing teams to work in specialisms across clients. The biggest issue is that clients are only now letting go of the traditional model. They understand the way it used to work: that their account manager, director etc knows everything, advises on everything, is their one port of call. It is not an easy change to implement, but once done, the benefits are clear.

3. Spin has no place in networks.

Couldn’t agree more on this point. But I would add that the talent of PR communication is in telling a story. We understand the triggers that spark interest and encourage bloggers and press to positively write and talk about a client. Communicating within social media is a natural step for PRs. We tell the brand story in a way that engages the influencers and advocates. It’s in our bones!

4. You need to understand some hard maths. No excuses.

I would add that some industry collaboration is needed to tackle some of these thorny problems. I was talking to Simon Collister today and we both agreed that PR was one of the few industries that really didn’t like joining forces to resolve wider industry issues. We have a great opportunity to set benchmarks for cornerstone issues such as measurement and influence – much faster than the other marketing disciplines, as this is our territory.

My one question is where is the CIPR and PRCA in all of this? Instead we have new organisations like WOM UK beginning to move in on these issues along with their wider council of cross marketing disciplines. Shame.

Daryl Wilcox has launched video on his site DWpub.com in series called ‘Experts in Communication’ . The whole thing kicks off with a two part video interview with Antony Mayfield explaining why he took his PR skills to a search company. Very insightful and I am full of admiration for how Antony shares his knowledge amongst his peers.

A survey by Webitpr and noted on E-consultancy.com reveals that traditional PRs think that fellow practitioners are incapable of performing comprehensive online PR campaigns.Having spoken to many hard working, imaginative, and successful PRs over the years, it is clear that the PR industry is aware of the importance of online PR - certainly the survey results show that almost all respondents consider it essential. They see the benefits.

If we are to improve the situation, there are three core issues for agencies and in house to address:

• Investing time in research, development and play
• Open internet access and trust
• Budgets that reflect the importance of online

For agencies and in house alike, understanding online PR and social media is time consuming. You have to play in MySpace and Facebook, you need to invest in uploading SEO releases and measuring and testing everything. Allocating time to play and explore online is a must.

Everyone at IF has access to the whole internet and the opportunity to trial tools and explore new online properties. There is no monitoring, site bans or restrictions (I know of plenty of places where PRs can’t access the BBC online, let alone social networks). The truth is that if you set the right culture, you will benefit from this knowledge with great results and a deeper understanding of online than just learning out of a book or a training course.

With budgets for online activity still not comparable to traditional PR it is not surprising that many PRs don’t invest this time in R &D. Whilst clients and companies treat online as a trial and test, the investment of time is hard to justify. But budgets are growing and as CEOs understand the importance of online, they will allocate budgets that reflect this rather than just paying lip service to its value.  

Just gave this presentation at the Online Marketing Show. Not sure it makes a lot of sense without the banter over the top, but I thought I would share.

The slides really fall into four categories:

1. How brands are performing in social media
2. The changing landscape online
3. How you can trigger conversations by tapping into passions and interests and creating social currency
4. How Sony BRAVIA used this model to inspire postive discussion, raise search engine visibility and drive website visits

Our latest research looking at brand conversation in social media shows that techie companies, Google, Apple, Yahoo! and Microsoft, take the lead in terms of brand mentions in blogs, social networks and photo and video sharing sites.The study, launched at the Online Marketing Show examines the Interbrand Top 100 global brands and their voice in social media.

Here are the results for the top 25 most discussed brands.

 Technology leads the way, with Disney and Ford just squeezing in  the top 10. But split across the top 100 reveals that the industry sectors are quite evenly spread, with all of Intebrand’s top 100 brands getting a mention in social media.

Of course, this is just a snapshot and, before my friends at Onalytica and Market Sentinel rightly jump in, this research doesn’t take into account influence. Which we agree is essential. But the study does show that brands are being talked about and that is what we set out to confirm.

The full study will be available on the immediate future website on tomorrow or you can pop along to the OMS show at the Business Design Centre in London to get a free copy.

Technorati Tags: Google, Apple, Yahoo!, Microsoft, Interbrand Top 100 global brands, social media, Disney, Ford, Onalytica, Market Sentinel

Positive and negative comments in groups on social network sites, such as Facebook, Flickr and MySpace reveal Disney, Nintendo and Google are the most popular brands. This comes from our latest research, Brands in Social Media.

Social networking groups are proving very popular in the UK. They are a very public demonstration of the connections between people and brands. Popular groups can quickly swell in numbers and influence large numbers of consumers online. 

Understanding the sentiment of brand conversations is crucial. Frequency and popularity in the conversation is meaningless without a clear picture of whether the discussion is positive or negative.

We assessed groups set-up on three of the most popular social network sites: Flickr, Facebook and MySpace. We compared groups against the Interbrand Top 100 Global Brands. Groups that mention the top 100 brands were examined and brand sentiment (positive, negative or neutral in tone) recorded. 

Automotive brands had the most loyal fan-based groups, Microsoft the most negative groups and Google hardly any negative comments at all! In fact, most Google groups were either advocating the search engine or explaining ways of using the technology.

The full report will be on our website on Thursday - for those that want the detail.

Technorati Tags: Facebook, Flickr, MySpace, Disney, Nintendo, Google, Brands in Social Media, Social networking, Microsoft

We are launching research exclusively at the Online Marketing show this week. The study looks at the Interbrand top 100 global brands, to reveal which brands have the largest share of voice and the most positive conversations.

The report measures brand mentions across blogs, social networks, video and photo sharing sites, social bookmarking and news sites, to provide a snapshot of brand share of voice. It also details sentiment (positive and negative conversation) in social network groups. A section of social media that is increasingly being adopted by consumers in order to discuss brands.

Come and visit us on stand V6 at the business design centre (26^th and 27^th June) and you can get your free report, along with a whole range of guides and tips (a social media toolbox).

I am speaking at the workshop too, at 1pm on the 27^th - worth a visit if you prefer an explanation along with case studies on how to engage with social media.

Drop me an email if you want to meet up during the show.

Now off to frantically look for a four-gang adapter so I can power up my laptop at the show.

Trevor Cook and Lee Hopkins at the Corporate Engagement blog have just published their free (second edition) Social Media white paper. Updates on Second Life, Twitter and wikis and some new case study examples of Australian brands experimenting with social media.Great snapshot of the current social media space - a definite read.

I am speaking with the fantastic Ruth Speakman from Sony Europe (declare: client) at the IAB conference on the 26^th July. Together we are going to take a look at how Sony BRAVIA fuelled the conversation online by engaging with influencers.

Often when I speak with marketers and PRs, they understand that they should be active in social media. The problem occurs when thinking how to engage with their audiences in this space. Particularly for big global brands knowing how to be part of a conversation, or inspire positive comments is difficult.

For many companies understanding how to trigger conversations is complex. What if your brand isn’t ‘exciting’. What if the brand isn’t tied to an emotion or desire. People blog, comment and chatter about interests and passions. What do you do if your brand doesn’t communicate at this level. It is hard to start a conversation about toothpaste, bottled water or cream crackers - and then keep it going!

Having read Douglas Rushkoff’s book, Think Inside the Box,   I was very taken with his explanation of social currency. The idea that we need to offer something of value in order to gain the conversation and facilitate advocacy. People want an simple excuse to interact. It is my belief that brands too can help with this interaction. By giving people the ammunition they need to have conversations.

Rushkoff says: “In an age of interactive media, customers don’t want to communicate with brands or their spokespeople, anymore. They want to communicate through them. Brands for this era can become a form of social currency, offering opportunities for affiliation and, at best, even authorship”.

I shall be talking at the IAB conference about how we have evolved this theory of social currency into a workable model. One that helps brands to engage with social media and become the vehicle for conversation.

Technorati Tags: Sony Europe, IAB conference, social media, Rushkoff

We’re exhibiting at the Online Marketing Show this week.

The event will be good. We went last year and found ourselves constantly in the throng of online marketers – discussing Online PR till we were hoarse. Last year, visitors wanted to know what online PR was and how it integrated with online marketing and traditional PR activity.

This year, it is already clear that they want to know how they can get involved with social media. I am quite ebullient at the prospect of talking to companies that are ready to take the plunge into the online conversation

We are managing the press office for the show, and also have our own stand (V6). We will be running an online PR clinic for anyone with social media questions they need answering so do come and say hello.

We are giving away a social media toolbox full of case studies, tips and our social media research (launching at the event). Do visit and pick up one up.

Technorati Tags: Online Marketing Show, social media, online PR