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5 tools to get to know your audience better

By Helen Ellis How well do you know your target audience? It seems like such a simple question but often it’s extremely hard to answer and I’m not just talking about start-ups with shoe string budgets and untested products and services. It is not uncommon for a blue chip to struggle to define meaningful audience demographics. All too often when asked to specify their target customer, the answer is too generic, for example ‘anyone with a smart phone or tablet device’. According to Kantar 71% of the UK now has a smartphone. That includes my 70 year old mum (who frankly struggles with the touch screen aspect of the device trying to click her way round the phone using the home button!) and my 16 year old cousin using the latest messaging app to talk to his friends. When it comes to developing strategies, messaging, tone of voice and content, it’s unlikely that something that will appeal to my 16 year old cousin, is also going to get the attention of my mum. However, it seems that for many companies they are unwilling to miss out on potential customers by focusing on a specific audience. But in doing so, they risk creating programmes that are bland, or spread themselves to thin trying to reach everyone instead of focusing on those people that present the biggest opportunity for the business. Without a focus on a bulls-eye target audience it is easy to miss the insights that will enable you to create really compelling content which is relevant for the people who matter most to your business. And when budgets are tight, it’s even more important to make sure every pound spent is working as hard as it possibly can. Knowing the audience means better understanding the role your brand, product or service can play in the lives of your audience. What this influences ranges from the way you identify the problem you solve/want to solve, to informing pricing and retail strategy, to understanding how to respond in a crisis. It also ensures better questions are asked about the likely success of a campaign, before it’s embarked on and often makes it possible to take bigger (more informed) risks and develop really interesting programmes, which can achieve better results. So I thought I’d share some of the tools and sites I’ve found freely available online that have helped me get to know my clients’ audiences better when specifics have been thin on the ground. Some of these are a little bit old now, but still useful. 1) Social Technographics Defined by Josh Bernoff from Groundswell


2) Forrester’s country specific interactive tool for understanding consumer technographics


3) Kantar World Panel Global Smartphone market share


4) You are what you read, Ipsos Mori


5) Data.gov.uk and Data.london.gov.uk

Focus on the Future of Work

By Susie Wyeth

It’s always exciting when a big project comes together. We’ve been working with our client Alfresco to bring to life the vision of John Newton, founder and CTO, for a talking heads mini series looking at The Future of Work. Specifically, how technology will impact the way we work over the next ten years. John is a real champion of the Digital Enterprise and his concept have given us some really fascinating content.

This first film focuses on how technology will simplify our working lives, blending seamlessly into our day to day, rather than being a distraction as it can so often be. For this film we worked with John Mancini of AIIM, Tim Tuttle of Expect Labs and Matt Mills of Featurespace.


Future videos will include interviews with experts including Geoffrey Moore, author of Crossing the Chasm, and Jimmy Wales, creator of Wikipedia.

Taking a blended approach
Creating a video is always a fascinating process, from bringing in experts to managing the filming and editing process and seeing it brought to life. This film has not only been a chance to get up close and personal with some fascinating individuals from the world of technology, but a great experience in producing some truly blended PR that stretches across traditional and social media. It’s great to see the multiple ways in which this kind of project can work for both PR and the business.

Bill Gates famously said “we always overestimate the change that what will occur in the next two years and underestimate the change that will occur in the next ten” and this no doubt had an influence on the inception of this project.

Technology and PR
The impact of technology in the PR industry has been profound over the past five years as we have seen social media take root and communications channels expand and diversify.

How will technology impact our industry over the next ten years? I certainly agree we’ll be benefiting from some of the artificial intelligence that these experts discuss: documents related to meetings in progress brought to hand instead of searched for, recognition of who is in the room and an understanding of their preferred ways of working. Yes please.

Samuel L. Jackson gets trading for One For The Boys and The Rape Foundation. Photo: Red Photographic Sir Alex Ferguson supports Muscular Dystrophy Campaign, alongside Jennifer Saunders, representing CHICKS HRH Princess Beatrice joins BGC Charity Day for Elephant Family Jonathan Ross trades in support of Centrepoint David Gandy at BGC Charity Day, supporting Battersea Dogs & Cats Home Damian Lewis represents The Sohana Research Fund

Atomic trades the office for Canary Wharf, helping raise $12 million for charity

Every year, BGC Partners commemorates the loss of 658 Cantor and 64 Eurobrokers colleagues in the World Trade Center attacks on September 11, 2001, by hosting a Charity Day and distributing 100% their global revenues raised to dozens of good causes around the world. When we were asked to help them celebrate their 10th annual Charity Day, we jumped at the chance.

The day sees a vast array of celebrities, each representing their chosen charities, descend on Canary Wharf (and other BGC offices around the world) and have a go at trading. With the BGC professionals alongside to assist, millions are raised, all in the good name of charity.

Our objectives for BGC Charity Day were simple: make social ‘massive’, manage the 50+ attending media on the day and the 100+ celebrities, deliver zero embarrassments and, critically, ensure nothing gets in the way of raising funds.

Through the early morning mists, the Atomic team assembled at Canary Wharf, ready to make this the best BGC Charity Day yet. Managing media arrivals, a packed press room and busiest of all, the level 19 trading floor; we ran the day with military precision. And with so many famous faces, the buzz in the BGC offices – and the media demand – was at an all-time high.

First to arrive – Samuel L. Jackson, followed by Stephen Fry, Sir Alex Ferguson, Jennifer Saunders, Sean Bean, Jonathan Ross, Boris Becker, Damian Lewis, David Gandy, John Terry, Sir Chris Hoy… The stream of celebrities seemed endless. Each accompanied by their charities, and ushered from phone to phone, deal after deal.

We lined up the media to capture the best shots, produced social media content live throughout the day, and worked with the charities and celebrities to ensure the news spread far and wide.

And the result of all this? A whopping $12m raised, a social reach of 166,000,000 people (up 388% on last year), coverage across all tier one media, zero hiccups and ten pairs of very sore feet but a very proud and satisfied team. Job well done.

#WIN

By Katie Hudson

For brands, social media can be where you sink or swim in terms of public perception. It’s the place where you prove your promise and where even the smallest failures are open to mass criticism. It takes careful planning, constant monitoring, honest relationships and often a stroke of luck to do it really well - and we all remember the winners and losers. I’m going to take a look at some of the most infamous fails but also some recent moments from brands that have been great examples of a social media #win.

Just think of the infamous #Susanalbumparty, used to launch Susan Boyle’s new album, that was read as four very different words by the majority of people who saw it. Then there was #McDstories, a campaign to promote positive McDonald’s experiences, which instead revealed issues with product quality and customer service. London Luton Airport quickly realised that nobody found plane crashes amusing, and Tesco’s decision to ‘hit the hay’ as burgers containing horsemeat were pulled from shelves – demonstrating the need for all areas of a business to stay in touch, especially in a crisis.

However, it’s not all doom and gloom.

Just last week, Greggs Bakery was alerted to the fact that a Google search of their name was bringing up an offensive logo – an SEO fail. How did they fix it? They went straight to the source and tweeted Google. This could have been handled with a phone call or some IT gurus setting to work, but no, they decided to make light of the situation and what followed was a witty and fun conversation between two brands on Twitter. Problem solved and people entertained – #win.

Another company that seems to have gotten it right a fair few times is PaddyPower, whose cheeky tone of voice is spot on for its audience on social. Recently, a young Irish guy met a girl at a pub, he got her number and sent her a message that he had probably spent a while crafting. Unfortunately, he got the number wrong and sent it to the community manager of PaddyPower – there’s not much worse luck than that! However, rather than send back the standard “sorry, wrong number” message, the PaddyPower administrator then thought he would have a bit of fun and the hashtag #PPtexts was created. Don’t stress, the Irish guy was eventually told that he had the wrong number, but only after a long, flirty conversation, which entertained thousands of online viewers. Definitely a #win, but I’m still waiting for Part 2 – when PaddyPower launches a campaign to locate the mystery girl and then everyone lives happily ever after…

One that we can’t ignore at the moment is the #icebucketchallenge. If you don’t know what it is, then I’m not sure where you have been for the past two weeks! Basically, a small idea to raise money for Motor Neurone Disease has now turned into a global campaign involving celebrities, past American presidents, technology’s big guys (Zuckerberg and Gates) and regular people. People are asked to soak themselves in a bucket of ice and water and then nominate friends to do the same within 24 hours. If you don’t, you must donate. However, people have changed the original concept and are now completing the challenge AND donating. The campaign has now raised over $22 million in the space of a few weeks, compared to $1.9 million in the same timeframe last year. This is a prime example of social media being used for a great cause. And we all get to see celebrities having some fun and nominating their besties, with a few shock surprises. BIG #WIN.

There will be many more social media fails in the coming years, but every now and then it’s good to just stop and appreciate the #wins. Besides, if we can’t laugh at a hopeless romantic messaging his ‘new found love’, we’ve got bigger things to worry about.

What’s the big deal with reversible USBs anyway?

By Amy Ronge

The latest news to emerge about the iPhone 6 is that along with the new handset, a reversible USB will also be included in the box. Who knew that the media would get into such a frenzy over a reversible USB?

The Guardian’s made a video of its staff putting the current USB/port situation to the test to illustrate time waste. The first couple of pages of Google are full of ‘magic’ reversible USB articles, and how brilliant it is. This USB could even be reversible at BOTH ENDS!

(Photo source: TechCrunch)

I feel that I’m missing something here, as I don’t see the allure of this product update (the new iPhone, yes of course, but the USB…?). So I did a quick bit of digging.

Why is a reversible USB such a big deal?
Extreme Tech lives up to its ‘extreme’ title, and says that by producing a reversible USB, the tech industry is “rectifying the tech industry’s most heinous crime [of making a non-reversible one in the first place]”. Strong words. In a nutshell, this USB design rids us of the endless milliseconds, nigh, seconds, we spend, jamming our current USBs into the port on our laptops/computers/plugs. It’s basically saving humanity.

TechCrunch says that the reversible USB could be Apple’s “biggest little new feature”, with a similar opinion to Extreme Tech: “[It would] finally fix one of the most annoying remaining things about hardwired input/output and charging cables for Apple’s world-leading smartphone.”

Is it really that annoying? I like my technology, I am a smartphone and general gadget owner, and I really don’t think I’ve spent hours cursing my inability to insert a USB into its port correctly. Yes the occasional jab is a bit of a pain, but then you just do it the right way. Problem solved.

The Guardian’s Data Blog sums up the main benefit of the advent of reversible USBs, by showing us how much time we’ll save from using one: “If we take the proportion of owners missing their USB points first time round (60%) and multiply that by the total number of seconds potentially saved across the year (4.5 seconds per user for the 365 days of the year) then the new double sided USB might save the world’s new iPhone owners 147,825,000,000 seconds a year. That’s 41,062,500 hours in all, and 4,687 years, but to take it back to how it affects you roughly 16 minutes per user. The possibilities are limitless.” (I bolded that last bit for added effect, as I feel it sums up my thoughts exactly, in a completely non-sarcastic way.)

Don’t believe the hype?

By Judy Wilks

Gartner’s Hype Cycle has always been one of my favourite analyst firm outputs. Who can resist the rollercoaster ride through the Trough of Disillusionment to the Slope of Enlightenment and beyond? [I’d like to think that the original creators had a lot of fun coming up with those names, but sadly there’s no evidence of lightheartedness in the ensuing reports.]

Today, the firm released the Hype Cycle for Emerging Technologies, charting the ones on the cusp of being useful to business and those that won’t be ready for primetime any time soon.

[The above is a quick snapshot, head here for full details.]

In particular, it focuses on the technologies that will help companies on their journey to becoming ‘digital businesses.’ How do you know when you’re a digital business? It’s when even your physical bits are digitised: “The Internet of Things and the concept of blurring the physical and virtual worlds are strong concepts in this stage. Physical assets become digitalized and become equal actors in the business value chain alongside already-digital entities, such as systems and apps.” [Anyone know the difference between digitise and digitalise?]. The ultimate goal is to be ‘Autonomous,’ which basically means that you’ve got a lot of ‘humanlike’ technology doing the work.

Based on these definitions, it’s going to be a long time before we have truly digital businesses. The Internet of Things has just reached the pinnacle of the ‘Peak of Inflated Expectations’ and is 5-10 years away from delivering productivity gains (aka the ‘Plateau of Productivity.’)

What always surprises me about the Hype Cycle is how far away from being truly useful many of the technologies we tech marketers talk about really are. According to the Hype Cycle, cloud computing, hybrid cloud computing and near field communication (contactless communications for your phone) are all hurtling towards the bottom of the Trough of Disillusionment and are 2-5 years away from the Plateau of Productivity. You’d be forgiven for thinking that Big Data was already here and everyone is doing it, but Hype Cycle says no. Big Data may be old hat to those of us in the industry, but in the real world, it’s only just passed the ‘Peak of Inflated Expectations’ and is 5-10 away from productivity. Ditto consumer 3D printing, gamification and augmented reality.

I thank Gartner for the reality check. Yes, of course, it’s the tech industry’s job to paint a picture of the future, but we should never forget that customers don’t necessarily get as excited as we do about The Next Big Thing and actually what they want is tried and tested technology that delivers tangible benefit.

To code or not to code – it’s no longer a question

By Gemma Smith

Our lives are overrun by code. No longer content with numerical values and Chinese animals, the UK government has decided that this year is also the Year of Code. Coding is what makes it possible for us to use many of the services we rely on every day: web browsers, operating systems, phone apps, social networks, even the Atomic website - they’re all made with code.

Coding can be surprising too. Did you know that seven of the top 100 billionaires in the world know how to code? Or that Ada Lovelace is regarded as the world’s first computer programmer thanks to an algorithm she described in 1982?

Traditionally, the dark art of software coding was seen as the domain of socially awkward blokes with a love of comic books and video games. However, as the millennial generation has come of age, it’s suddenly become the cool new skill to learn and has been adopted by hipsters not content with simply making craft beer and knitting. Knitting is even being advocated as a great tool to help people learning to code.

As Atomic’s resident geek, I’ve tried my hand at coding a couple of times and have played around with various languages such as HTML and Scratch. At the moment I’m giving Python a whirl, one of the more user-friendly high-level programming languages. It’s a little Matrix-like, with rows and rows of data filling up your screen as you give the system new instructions, but it’s incredible to realise that you can create something which seems so complex with just a handful of letters and symbols.

Regardless of coding’s new trendy status and increased uptake, there has been a growing belief that there aren’t enough skilled IT workers to support our burgeoning digital economy. As a result, everyone from the technology heavyweights of Google, Microsoft and Facebook to the tiny tech start-ups filing up East London have been throwing in their two cents on how to fix this problem. Coding at a young age is certainly the popular answer.

As a result of this, from September 2014 every child in the UK aged 5-16 years old will learn coding as part of the school curriculum, which will make the UK the first G20 economy in the world to implement this on a national level. Teaching coding to children is a great way to reaffirm the UK as a leading technology economy, - the aim is that these children will be filling the much talked about skills gap as they learn how to manipulate systems, create apps and build computers.

Discussing this with some of our technology clients, you quickly understand the impact this will have as these coding schoolchildren grow up and enter the workplace, hopefully eliminating the IT skills shortage that is blighting UK businesses. The potential for new discoveries and business advancement is endless. As more and more people learn to write code, we could see virtual reality finally merge with our real world, we could have programs that better predict and plan for natural disasters or even algorithms that can bring us closer to finding a cure for cancer by enabling researchers to study and process critical, complex data in new ways.

Coding is already transforming the world around us and will continue to do so. It’s given us some incredible things including virtual reality, mobile applications and computers which can predict the future. One thing is for certain though: I don’t think Ada Lovelace’s code in 1982 would have been able to predict how much coding enabled us to do.

Campo Viejo Streets of Spain is here

By Amy Ronge

We’re proud to announce that a campaign we’ve been busy working on, Campo Viejo Streets of Spain, arrives on London’s South Bank this weekend.

The world’s largest multisensory wine experiment, a Blend Your Own Wine masterclass and delicious food straight from La Boqueria are just some of the sights you can expect to enjoy over the weekend.

After an incredibly successful media preview of the Campo Viejo Colour Lab, the world’s largest multisensory wine experiment, which secured us coverage in the Sunday Telegraph, The Times and Mail Online to name a few, the experiment lands on the South Bank on the weekend. With over 2,000 people expected to take part in this free experiment, participants will find out about their ‘taster status’ as well as experience a colour, sound and wine immersion like never before.

If you enjoy Spanish wine, and Spanish food (and let’s face it, who doesn’t), then head down to the South Bank this weekend and have a wander through the Streets of Spain. You may even spot our smiling faces if you’re lucky.

Look out for our live updates on Twitter and Facebook, and find out more about Streets of Spain here.

Newshijacking: five simple steps to get started

By Susie Wyeth

As part of our ongoing “lunch and learn” series I was tasked with taking a session on best practice newshijacking. Newshijacking is one of my PR passions and at Atomic it’s important that we share our skills and make sure we are constantly developing as PR professionals.

Now I love a good last minute opportunity. There’s nothing like seeing a news story about to break and being able to place your client or business within it as an expert commentator or use it as an opportunity to see for a product. There are plenty of examples out there of where newshijacking has been done well: Oakley providing sunglasses to the Chilean miners as they were rescued after 69 days trapped in the subterranean darkness and Oreo tweeting whilst a blackout stopped play at the Superbowl that you can still “dunk in the dark”.

I love these examples; they are simple, social and were really effective for the brands. Working with business to business brands can sometimes prove more challenging when it comes to effective newshijacking. Nevertheless, we’ve seen real success recently positioning our client Citizenme as an expert on personal data management within the Facebook/WhatsApp buyout conversations and involving Teleplan in the CEX/CashConverters story on wiping personal data from resold smartphones.

Here are my tips for newshijacking:
1. Getting the right sources. With so many news outlets and social media channels, it can be a real challenge to spot the opportunities. Twitter is by no means the only source for spotting opportunities, but it is absolutely vital for me. It’s a fantastic way to pick up the conversations of our target media and influencers and literally see news breaking.
2. Filter the noise. I use TweetDeck to manage information. I’ve got a split of media outlets, journalists, fellow PRs, businesses and of course hashtags. You have to find the way that best works for you, but this currently works for me and enabled us to spot at an early stage when Natwest/RBS, then Lloyds and more recently Nationwide suffered IT glitches and ensure our client Delphix was involved in the breaking news.
3. Keep it short. If you are supplying written comment then it needs to be something that can be simply added into benefit an article. Journalists don’t have time to trawl through lengthy comment looking for the interesting bits.
4. Add to the conversation. No one wants to hear “me too” comment. Valuable comment educates the reader or offers an alternative perspective.
5. Talk to the media. As ever, nothing beats a conversation with a journalist. Talk to your target media, are they covering the story? What is their angle? How can you complement the piece?

If you are new to the concept of newshijacking, or a seasoned pro, you might find News Jacking – How to inject your ideas into a breaking news story and generate tons of media coverage by David Meerman Scott (Available from Amazon for Kindle - £4.32 a useful resource. It’s just a short read cover to cover, and serves as a great tool to dip in and out of day to day. Scott’s book is great for emphasising the fundamental best practices of newshijacking that we can use to make sure our clients are at the heart of the breaking news. Scott sums up newshijacking nicely:

“That’s the power of newsjacking. It creates a level playing field – literally anyone can newsjack – but that new level favors players who are observant, quick to react, and skilled at communicating.”

What is PR analytics anyway?

By Judy Wilks A couple of weeks ago, I attended a conference run by PR Moment on the topic of PR Analytics. I have to say: it wasn’t what I had expected. It turned out to be an interesting romp through the world of PR measurement, with some real-world examples, a couple of sales pitches and a wee dose of the obligatory self-flagellation that we in the PR industry seem to like to indulge in. I had expected an exploration of the use of data and analytics in PR to underpin strategy, creative and execution – in the way that businesses are now starting to use analytics to make data-driven decisions and even predict future customer behaviours. And to be sure, there was an element of this in the discussion. The energetic Chris Foster of Booz Allen Hamilton talked about the evolution from analysis of historical events with the goal of avoiding past mistakes to predictive analytics. He highlighted, for example, how the ability to predict how people might react to a particular issue based on previous behaviour could be of enormous value to crisis preparedness. Will MacInnes of Brandwatch gave us interesting glimpses into the future of social listening – including the ability to spot and act upon ‘intent to purchase’ language on social. Ketchum’s Ben Levine talked about the use of research in PR. Measuring impact Largely, however, the conference focused on how the PR industry can measure its impact better. There’s a general consensus that we’re moving in the right direction from measuring output (activity) to outtakes (audience perceptions) to outcomes (audience actions) and there were some great insights into how the likes of Philips, eBay and HMRC (from @robinwryly – my personal favourite) are currently doing it. And AMEC’s Richard Bagnall reminded us that the business goal should always be our starting point for setting metrics, making sure that we measure what matters as opposed to what’s easy to measure. So where does this leave us? Is PR analytics just about proving PR’s value or about improving the PR process? I would say both. Sadly, as an industry, we’re still working on the former and that’s distracting us from the latter. It seems to me that a large reason we haven’t got there yet is lack of access to the data – and I suspect this problem will be fixed in the pretty near future. Comms departments are more and more getting access to web analytics and sales data (and, where necessary, proxies such as demo requests, google searches, etc), which will quickly give us a much clearer idea of PR’s impact on customer behaviour. Yes, it means another skill for the PR person to learn, but we’re used to that. Analytics should lead to strategy What I’m really interested in, however, is where measurement tips over into strategy. Once we’ve measured the impact of PR, how do we then use that information for future strategy? After all, that is surely the purpose of analytics – not just to produce figures, but to analyse them and draw insights for the future. We might as well all go home now if PR ‘analytics’ is just about justifying our existence. There’s no substitute for real thought and creativity in PR (or indeed any discipline) but insights from data can help us point our creative efforts in the right direction. How could/should/can we use data and analytics to improve the PR process? Here are some thoughts from me:

  • To pinpoint relevant and authoritative writers, bloggers and influencers most likely to be receptive to our message
  • To pinpoint and refine the best message and channel to reach a particular audience
  • To identify the best way to effect change in audience behaviours
  • To isolate the necessary elements of a story to make it resonate with a target audience
  • To A/B test different content to see what resonates best
  • To spot and track emerging trends and conversations before they explode
  • To identify (and disrupt) competitors’ tactics and strategies
Please add your own!

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