The New Media Landscape - Edelman Ireland

Martyn Rosney, Edelman Ireland ‘The Irish Media Landscape’

@rosney #CommsPRdigital

THE IRISH MEDIA LANDSCAPE


ABOUT ME

Martyn Rosney is an Account Director in the Corporate and Financial Communication team of Edelman.

Martyn’s clients at Edelman include Visa, LinkedIn, Danske Bank, Irish Distillers and SIRO.

DIT MA PR GRADUATE

2010

WILSON HARTNELL

CORPORATE TEAM JAN 2011- SEPTEMBER 2015

EDELMAN CORPORATE

TEAM SEPTEMBER

2015 - PRESENT

YOUNG LION 2014YOUNG COMMS PROFESSIONAL 201530 UNDER 30 PR WEEK 2016

ROSNEYPR.COM


ABOUT EDELMANFounded in Chicago in 1952, Edelman has since grown into the world's largest independent communications marketing company.

Our European offering was created in 1967, with the opening of the London office. Established in 1981, Edelman Dublin is one of Ireland’s leading communications consultancies.

We’ve been out there a long time, but always strive to be the best, not the biggest.

BRAND STORYTELLIN

G WITH REAL

IMPACT

COMMUNICATIONS THAT SOLVE

BUSINESS PROBLEMS

UNDERSTANDING AUDIENCES,

CULTURE, WHERE & HOW BRANDS CAN BE

RELEVANT

PASSION FOR EVOLVING

& PROGRESSING THE WAY

STORIES ARE TOLD


FIRST & LARGEST

SOCIALLY LED1500+DIGITAL

SPECIALISTS ACROSS THE NETWORK

WE ARE PART OF A

GLOBAL NETWORK

65 30 5OFFICES COUNTRIES REGIONS

AWARDSBEST PAN EUROPEAN AGENCY TO WORK FOR (SABRE 2013) • AD AGE’S TOP RANKED PR FIRM OF THE DECADE • GLOBAL AGENCY OF THE YEAR (SABRE 2011) • PR WEEK LARGE CONSULTANCY OF THE YEAR 2011 (UK) • DIGITAL CONSULTANCY OF THE YEAR 2011 & 2012 (HOLMES REPORT) • PR WEEK AGENCY OF THE YEAR 2011 (GERMANY) • MEPRA MIDDLE EAST AGENCY OF THE YEAR 2011 • EUROPEAN EXCELLENCE AWARDS CONSULTANCY OF THE YEAR 2010 • PR WEEK GOLD CAMPAIGN WINNER (UK) • SUNDAY TIMES BEST COMPANY TO WORK FOR 2011, 2012 & 2013 • GLASSDOOR’S TOP 25 COMPANY FOR CAREER OPPORTUNITIES 2012 • EUROPEAN SABRE AWARDS 2012 FOR SHELL, CARLSBERG & COINTREAU • CANNES LION SILVER AWARDS FOR XBOX • CANNES LION GOLD AWARD FOR HEINEKEN • HOLMES REPORT GLOBAL AGENCY OF THE YEAR 2013 • CANNES LION GRAND PRIX FOR UNILEVER • HOLMES REPORT PAN-EUROPEAN CONSULTANCY OF THE YEAR 2015

GLOBAL CLIENTS(SOME OF OUR)

CONTINUED INVESTMENT IN

INTELLECTUAL CAPITAL

PRISM

DIVERSEIN-HOUSE OFFERING

CreativeDigital

ResearchContent Creation

Editorial

EDELMAN


HOW INFLUENCE HAS CHANGED


Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust) Informed Public and Mass Population, Ireland

85%of Population

39Trust Index

15%of Population

49Trust Index

Informed Public

MassPopulation

Authority & Influence

Influence

Authority

THE INVERSION OF INFLUENCE


Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines, such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279 Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+) General Population, Ireland, question asked of half the sample.

Search

TV

Social

Newspapers

Magazines

Blogs

70

68

63

44

27

18

2 of top 3 most-used sources of news and information are peer-influenced media

THE INFLUENCE OF P2P MEDIAPercent who use each media source several times a week or more


HOW MEDIA HAS CHANGED

• More than 60 percent of time spent with digital media is mobile

• Most time is spent in just five apps. Facebook and Google dominate

• Content is curated through the lens of your friends and algorithms are the new intermediaries

®

• Content is infinite• Attention is finite• Consumption is in sound bites

@rosney #commsPRdigital

Media Fragmentatio

n

Mobile Personalisation

Advertising Frustration

• Ad blocking is now mainstream, particularly on mobile devices

• Many display ads are paid for, yet often unseen by actual humans

• Transparency concerns loom large across the media buying supply chain


COMMUNICATIONS MARKETINGIS WHAT WE DO

Communications must operate with the emotional resonance and analytic rigor of marketing, while marketing must operate with the storytelling, stakeholder and societal mindset of communications.


OUR EDITORIAL MODEL

The next story to galvanize your audience masses is just as likely to appear as a long-form article in a print publication or on a social-by-design blogging platform as it is to show up as a simple graphic or raw image shared on social media. We need to show up on all of those channels first to capture hearts and minds, then pull audiences deeper into our own story. In other words, our owned stories must earn attention on popular platforms as it earns traditional media coverage.

The key to achieving this is an Editorial Playbook, the guiding document for a brand’s narrative across all content channels.

HOW STORIES TRAVEL

@rosney

@rosney #CommsPRdigital @rosney

Platforms:

Three types of technology hubs where most content discovery now starts. These dominate the digital day and include social networks, messaging services, search engines and personalized news curators.

Publishers:

Three overlapping groups of content creators. These include traditional and digital-native news organisations, platform-savvy influencers plus content and digital experiences built by brands.


• Social media includes all major networks and messaging apps

• Facebook, Instagram, Snapchat and more dominate the day

• Most are becoming destinations for news: Facebook Instant Articles, Twitter Moments, Snapchat Discover, etc.

®

SOCIAL


• Search engines include Google, Bing, Yahoo and Wikipedia

• Google continues to dominate. Mobile searches have surpassed those from desktops

• Google Accelerated Mobile Pages is a new way to discover relevant topical news stories

®

SEARCH


• Curators are platforms that offer personalised feeds

• Apple News, a newcomer, already has 40M+ users

• Others include Medium (a new op-ed page), podcasts and email newsletters

®

CURATORS


• Influencers are digitally savvy individual creators who craft content with the platforms in mind

• Many are video influencers federated into paid networks

• LinkedIn is becoming a hub for industry experts

®

INFLUENCERS

@rosney #CommsPRdigital ®

INFLUENCERSMedia/

Influencers

Media

Media/Brands

Brands

Brands/Influencers

Individual Influencers

Respect personal creative freedom, craft the message into a

story they’ll respect.Choose carefully,

build long-term personal

relationships, respect their

creative freedom.

Carefully align personal and brand

values for huge communications

benefits.

Build operations with editorial integrity to create the content your audience wants.Create the content your audience

wants.

Craft your message into a story that aligns with your partner’s editorial integrity.

EACH SPECIES OF INFLUENCER HAS THEIR STRENGTHS AND WEAKNESSES, AND A PARTICULAR WAY OF WORKING.


• Media includes prestige and digital-native news brands

• Facebook is often their primary source of traffic

• Publishers are aiming to stand out via enterprise journalism, digital innovation or social optimisation

®

MEDIA


• Many brands are eager to engage audiences directly with their own content

• Scale is a challenge,

unless the topic is high interest

• The best content programs are experiential and built with earned media in mind

®

BRANDS


HOW TO NAVIGATE THE NEW LANDSCAPE


EVOLVE

See around the corner to predict what will happen, listen to community feedback and adapt the strategy for brands. You must have action before communication.

PROMOTE

Grounded in our storytelling heritage, with ideas designed to start movements, with an emphasis on experiences that are true to life and add value to relationships.

PROTECT

This goes beyond crisis management. We need to hold the organisation to its promises where it matters most, on issues as diverse as human rights, tax and product safety. Globalisation and transparency are the game changers.


• News you read is often different than news you say you read

• 76% of journalists feel more pressure to get their stories shared on social media.

• Consider embracing both a social-by-design and a linear-and-logical approach to every content asset or program

• Leverage data, visuals, emotion, identity and technology

®

DEVELOP SOCIAL STORYLINES


• Distribution-centric thinking helps programs scale. Employee advocacy is potentially an easy place to start

• Paid efforts like sponsored content and influencer programs can also increase a program’s digital surface area

• In media relations, consider emphasising publishers that are “all in” on Facebook Instant Articles, LinkedIn and Apple News

®

EMBRACE DISTRIBUTED THINKING


• Content for content sake isn’t enough. “If you build it, they will come” doesn't work well in a mobile-centric age

• However, original content is increasingly the lead domino that knocks over others and begins a virtuous cycle of earned media

• Content assets should be crafted with an earned-media mindset, holistic thinking and, when possible, have paid support

®

DRIVE TO EARNED MEDIA


• A singular narrative is key in a world of fragmented content

• However, stories need to be hand-crafted to fit in the spaces where they will be discovered, shared and consumed

• When in Rome, do as the Romans do• Digital influencers an journalists are good role

models to follow

©2016 Daniel J. Edelman, Inc. All rights reserved.®

CRAFT A SINGLUAR NARRATIVE


• High-interest/useful, high-quality content that’s unavailable anywhere else can often find an audience

• Much like reporters are embracing “enterprise journalism,” brands should look at investing in similar scarce assets

• Intellectual property follows this formula. It earns attention on merit and can become a content franchise

®

TURN SCARCITY INTO AN ASSET


THE TRINITY PLANNING, CREATIVE,

EDITORIAL

PLANNING CREATIVE

ACCOUNTTEAM

EDITORIAL

PUBLICISTSTUDIOBLOGGER PAIDSPECIALIST

EDITORIAL IMPACT Editorial Directors apply a filter to creative ideas, ensuring they can be told in the ways media want to report them. Determine editorial content required to land coverage and spark conversation in the right places.Studio produces editorial assets.

CREATIVE IDEAS Multi-discipline teams bring brand stories to life in original ways. Combining art directors, copywriters and media specialists. European creative network ensures ideas travel borders and different media channels.

PLANNING & INSIGHTPlanning leads with insights and analytics. Data-driven understanding of audience mindset.100+ Research Team provides culture, media and industry intelligence.Editorial analytics – based on likes, shares, searches and more – help predict future behaviour and most active channels for audiences.M&E – solving business problems is the metric we always strive to achieve.

COPYWITER

ART DIRECTIOR

TECH-NOLOGIST

PUBLICIST

RESEARCH

ANALYTICS

TRENDS

TOOLS



THANK [email protected]

TWITTER @ROSNEY

Marketing

The New Media Landscape - Edelman Ireland