CHASING SILVER BULLETS. Kieran Moore Ogilvy Public Relations Australia

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1 CHASING SILVER BULLETS Kieran Moore Ogilvy Public Relations Australia

2 OGILVY PR AUSTRALIA IN NUMBERS 25,000+ accumulated Facebook friends 20% Revenue from products that were new in the last 3 years 65 training courses delivered in clients who work with 2+ OPR businesses 9 transfers between Ogilvy PR worldwide network and Australia 25% male 75% female 15,000+ accumulated Twitter followers 5 years average tenure of top 10 clients Biggest social media team in Australia 12 personal blogs 200+ clients people 1 Number 1 PR agency in Australia Average years service among executive team 500+ accumulated years experience 2

3 WHY THE WEREWOLF? Competitive Shapeshifter Intelligent Strength Superhuman speed Heightened senses Agile

4 THE WAY IT WAS

5 WHY THE WEREWOLF STILL LOOMS? C Level Language Digital Investment Integration Budget Value 5

6 IT S NOT ABOUT MAKING BETTER BULLETS Drive results Add value Get on the front foot Measure 6

7 PERIPHERAL VISION STUDY 7

8 BACKGROUND 8

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12 WHY NOW?

13 OUR WORLD IS EVOLVING Old World Agency Traditional media Output Justification Catch up Secondary player Slow to change New World Consultancy Earned, paid and owned channels Outcome Strategic partner Leading Major player Dynamic 13

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15 LEVELS OF MEASURABLE RESULTS DEFINED Outputs The volume and quality of coverage achieved. Coverage is a means to an end, not the end in itself. It proves news-worthiness of a message but not resulting impact. Impact How a campaign has influenced awareness and attitudes as measured in tracking. Coverage does not always deliver impact. Assessing impact also helps understand reasons for Outcomes. 15 Outcome Resulting changes in behaviour (active or opinion) that may impact a purchasing decision so as to create economic value for clients or changes to behaviour that positively impact society

16 THE DO BRIEF QUESTIONS Why is this brief here? What do we want people to DO as a result of this communication? How do we expect communications to work towards achieving this? Whom are we trying to influence? What are we trying to convey? What will help people KNOW this? What will help people FEEL this? When how long do we expect this to take?

17 TAKING A STAND

18 MEDIA COVERAGE HIGHLIGHTS

19 WHAT CAN STOP US?

20 ROAD BLOCKS 20

21 DISCIPLINE AGNOSTIC 21

22 BECOMING MORE LIKE THE WOLF

23 THE SIX STEP PROCESS

24 6 STEP PROCESS Volume and quality of coverage achieved Planning Reach Preference and impact Action and outcome Research Review, refine, retool and refresh 24

25 COUNTING, MEASUREMENT

26 RESEARCH IS KEY Planning without research = poor planning Reach without research = reach only Research + Planning leads to Preference Action Results Social and traditional 26

27 PLANNING

28 PLANNING Alignment of purpose organisation and consultancy, in-house and business Define overall program goals Establishment of KPIs and management tools/diagnostic tools Stakeholder and audience mapping Set individual goals for each metric in consultation with client and others Select the tools and identify survey method Agree benchmark, stretch goals, duration and review mechanisms Budget appropriately

29 REACH

30 REACH Detailed metrics of campaign traction and message pull-through via various mediums: Media Metrics Volume of hits # impressions Media outlet type Share of voice Sentiment Message pull-thru Prominence Commentators Social Media Metrics Conversation volume Message pull-thru Tonality Facebook interactions (posts, comments, likes) YouTube/YouKu views/ comments Twitter/Sina Weibo posts Website Properties Metrics Unique daily/monthly visits Time spent on site Page views Total downloads

31 PREFERENCE

32 PREFERENCE Likelihood to recommend and or advocate

33 ACTION

34 ACTION Resulting change in behaviour (purchase or social) Agreed in the planning phase

35 REVIEW, REFINE, RETOOL AND REFRESH

36 CASE STUDIES

37 Number of Articles TELSTRA ENTERPRISE & GOVERNMENT Jan Jan Jan Jan Jan Feb Feb Feb Feb Mar Mar Mar Mar-10 Planning Reach Preference Action 37

38 TELSTRA ENTERPRISE & GOVERNMENT 38

39 DONATELIFE DISCUSS IT TODAY. OK CAMPAIGN Planning Reach Preference Action 39

40 DONATELIFE DISCUSS IT TODAY. OK CAMPAIGN 40

41 THE WAY IT WAS

42 GROWING TEETH