Day 2 Afternoon Gold Sponsor
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- Annabel Andrews
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1 Day 2 Afternoon Gold Sponsor
2 Insight, Impact and Change!
3 Sharam Fouladgar-Mercer, Co-Founder & CEO, AirPR Mazen Nahawi, CEO, CARMA Mats Wängelin, Co-Founder & Business Developer, Biz Air Moderator: Steffen Egelund, Founding Partner & CEO, Media Track Pte Ltd
4 Sharam Fouladgar-Mercer CO-FOUNDER & CEO, AIRPR
5 Shifting from Traditional PR to Innovative PR What does it mean, what does it take, and who is equipped to lead?
6 PR s exploding responsibilities
7 P.E.S.O. = somebody needs a raise
8 So what s the problem today? And how do PR professionals solve it?
9 PR Problem #1 Open Access + Abundance of messages = Noise
10 PR Problem #2 Noise + Fragmented data = Attribution confusion
11 Solution: PR Engineering Four-step strategy for continuous storytelling
12 PR Engineering for the Next-Gen PR Pro Leverage automation, artificial intelligence (AI), and machine learning to create a continually evolving narrative informed by data. Shift energy to creative thinking instead of attempting to make correlations between fragmented data sets often leading to confusion and unfounded theories about what works and what doesn t. Start reporting on metrics like visitors, engagement, and message resonance (instead of headline impressions and social shares) all of which have actual impact on business decision-making. Attribute specific business/organizational outcomes to PR activities so you can rinse and repeat programmatically. Plan future PR campaigns with more clarity and a keen understanding of which stories will result in higher business impact.
13 PR Engineering at play...
14
15
16 Mazen Nahawi CEO, CARMA
17 Mats Wängelin CEO, BIZ MEDIA SWEDEN
18 HEMGLASS ( Home icecream )
19 HEMGLASS ( Home icecream )
20 HEMGLASS ( Home icecream ) 627 million litres of ice cream sold/year Market value: 2,7 billion EUR Amount of icecream trucks: 0
21 HEMGLASS ( Home icecream )
22 HEMGLASS ( Home icecream )
23 PSYCHOGRAPHICS HEMGLASS WENT HOME AFTER 1 YEAR.
24 PSYCHOGRAPHICS WHAT IS PSYCHOGRAPHICS? & HOW DO WE USE IT IN DIGITAL MARKETING
25 AUDIENCE SEGMENTATION DEMOGRAPHICS WHO GEOGRAPHICS WHERE PSYCHOGRAPHICS WHY
26 PSYCHOGRAPHICS Geographics Where you live, income Demographics Age, gender, interest etc Psychographics What you buy, where you travel, what car you drive
27 PSYCHOGRAPHICS OCEAN OPENNESS - NEW EXPERIENCES, CULTURE, FAMILY CONSCIENTIOUSNESS - PLANNING, TRADITION, HABITS EXTROVERSION - OUTGOING, SOCIAL, POSITIVE EMOTIONS AGREEABLENESS - COMPASSIONATE, PUT OTHERS BEFORE ONESELF NEUROTICISM - ANXIOUS, WORRYING, EMOTIONAL INSTABILE
28 PSYCHOGRAPHICS GEOGRAPHICS GEOGRAPHICS DEMOGRAPHICS GEOGRAPHICS DEMOGRAPHICS PSYCHOGRAPHICS
29 PSYCHOGRAPHICS Personality drives behavior. Behavior influences what decisions we make.
30 PSYCHOGRAPHICS INFORMATIONAL AND BEHAVIORAL COMMUNICATIONS 2 Informational: seek to inform attitude. Behavioral: more powerful motivation.
31 PSYCHOGRAPHICS Maja Gender: female Age: 34 Personality type: open & extrovert James Gender: male Age: 60 Personality type: neurotic Lucy Gender: female Age: 30 Personality type: conscientious
32 1 2 3 Open & extrovert Neurotic Conscientious
33 BREXIT
34 ARE THE ODDS LYING TRUMP & US ELECTION
35
36 Steffen Egelund CEO
37 What is media monitoring and media measurement all about?
38 What is media monitoring and media measurement all about? To get the right information, To the right people, At the right time And measure its impact.
39 How do we do that?
40 How do we do that? By structuring and measuring data.
41 Is an article relevant for a client or not?
42 Is an article relevant for a client or not? Articles Not relevant Relevant
43 Is an article relevant for a client or not? Articles Not relevant Relevant 20%
44 Does the structure and enrichment of data affect ability to automate coding?
45 Does the structure and enrichment of data affect ability to automate coding? Language Media Source Publishing date Text Headline Page Section Language Media Source Publishing date Text Blurp Story Intro Pre-intro Subheadline Headline Page Section Language Media Source Publishing date Text Image Byline Teaser Factbox Quote Blurp Story Intro Pre-intro Subheadline Headline Page Section Language Media Source Publishing date Text Structure Tags
46 The road to automation: Use AI and machine learning software to code your articles Set high standards for the structure and enrichment of your data
47 Insight, Impact and Change!
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