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The Prohibition Seven Days of Social

3256859352_cf35412c5f_zFast moving, always adapting and often controversial, social media is an area where many of us have divided opinions. We like to keep our ear to the ground in the social media world, and as the week comes to an end, we’ve put together a few of our favourite pieces of social media content from around the web that you might not have spotted.

 

  1. “Can we auto correct humanity?”
    by Prince Ea (@PrinceEa)
    By far the biggest hitting and most shared piece of social media content of this week (over three million YouTube views) saw musician and rapper Prince Ea take to the camera in a thought provoking video, assessing how social media and modern technologies are leaving us less connected with our ‘friends’ than ever before.
  1. “ I didn’t actually wake up like this (and other Instagram confessions)
    by Amelia Olson
    We’re dubbed the ‘selfie generation’, but are the self facing snaps just an expression of vanity? In this article, Amelia Olson argues that selfies are not a self-obsessed or narcissistic expression, but that Instagram and other social media platforms that allow us to adjust our appearance through brightening effects and filters only contribute to our appearance insecurities. As does the marketing of makeup brands to encourage the public to look ‘photo/TV ready’.
  1. Fortune’s 55 most influential women on Twitter”
    by Caroline Fairchild (@CFair1)
    Social media is a powerful tool, especially for influencers, and with Twitter being the network of choice for some of the most powerful leaders in government, business and industry throughout the world, maintaining a strong Twitter presence has never been more important. If you’re looking for key female influencers to follow on the network, this is Fortune’s definitive guide to the 55 most influential women on Twitter
  1. “23 Tools and Resources to Create Images for Social Media”
    by Kevan Lee (@kevanlee)
    Social Media is all about engagement, especially when it comes to managing a community for a brand or business. Sharing interesting and engaging graphics is proven, especially on Facebook, to drive reach and increase your audience. However, the success of a post often depends on the make-up and design of an image. This week, our fourth piece of social media content provides one of the most the definitive guides available when it comes to social media image resources.
  1. Teens are officially over Facebook
    by Caitlin Dewey (@caitlindewey)
    We all know the Facebook story, created in a university dorm room, coming from nowhere to take the social media mantel from MySpace and within ten years, it’s arguably the most renowned business in the world. We all love to forecast the future of the most prevalent social network, and in this article, the Washington Post’s Caitlin Dewey looks into the trend for teenagers to stray from the site, in search of more engaging content, from the likes of (Facebook owned) Instagram.
  1. 5 Ways to Use Metrics to Improve Your Social Media Marketing
    by Debra Eckerling (@WriteOnOnline)
    Gone are the days when a brand’s social media absence could be glossed over. In the modern, online age, it’s expected that a reputable brand will possess an engaging online presence. With social media marketing being as important as ever, and most if not all brands now taking on newer and more innovative social accounts, it’s important to keep track of those important metrics that showcase just how effective your presence online is.
  1. YouAreWhatYouLike: Find out what algorithms can tell about you based on your Facebook account.
    by Jennifer Golbeck (@jengolbeck)
    Social media users now number more than 1.4 billion—more than half of the Earth’s Internet-using population. We share a lot of information on social media, but it turns out we are sharing far more than we think. Seemingly innocuous information, when analyzed against tens of thousands of other profiles, can reveal secrets you never intended to share.

 

Photocredit: CC image from Rosaura Ochoa via flickr.

How to be legally compliant on social media

Yesterday morning. the Prohibition team jointly organised a successful breakfast seminar exploring the important issue of legal compliance in social media.

Held in conjunction with leading Intellectual Property law firm, HGF, the central-Leeds seminar was attended by 50 marketing and legal professionals from across the region.

HGF 1Social media undoubtedly provides brands with fantastic opportunities to promote themselves and powerfully engage directly with their customers and stakeholders, as many well-publicised cases show. However, social media can also be a huge trap for those unaware of the potential legal consequences.

The increasingly blurred boundaries between professional and private social media use can pose challenges for organisations, as employees unwittingly go “off message” in their personal social media networks.

These issues were explored in two short, but lively sessions, from Anthony Gold, Partner at HGF, and Chris Norton, Managing Director of Prohibition, as both talked through the challenges, opportunities and risks for brands seeking to expand their use of social media, whilst also discussing some of the key tools for success in this area.

The event was the latest in a series of seminars from Prohibition, exploring all aspects of social media best-practice. Our next events cover online crisis management, and take place at Yorkshire Sculpture Park and Ramside Hall in Durham.

More success for Prohibition!

Will Ockenden (L) and Chris Norton (R)Blog Will Ockenden (L) and Chris Norton (R)Blog Rebecca Wharmby (L), Will Ockenden, Vicki Murphy, Blog Adam Worrall, Chris Norton, Emily Moult (R)

 

 

 

 

 

 

 

 

 

 

After celebrating a record year that has seen us double in size and move to larger office we’re now happy to announce the appointment of our new board director.

Following a number of new high profile business wins, including the UK’s largest wholesaler of floristry supplies and artificial flowers, Country Baskets, and national market leader in sustainable housing, Keepmoat Homes, our team has doubled in size to eight.

This includes the appointment of Will Ockenden as board director. Will previously ran the Sydney office of Leeds-based PR and social media agency, Lucre, and prior to that worked at a senior agency level in Leeds. He will be responsible for developing our professional services and B2B offering.

Will is also set to work on commercialising our self-published online student magazine, Student Wire, which is currently the third-largest magazine of its kind in the UK, with more than 60,000 readers. The magazine forms the core of our growing student and youth marketing division.

Other key hires to our team include Rebecca Wharmby, former PR executive at Disney who joins as account executive and Adam Worrall, a professional journalist, as content manager. This month has also seen us relocate to our new, larger office, based in Chapel Allerton.

Our managing director Chris Norton, said of the growth: “The last 12-months have been extremely eventful; we have achieved real success when it comes to delivering non-traditional PR services such as content marketing, online influencer engagement and social media eCommerce services. As such we have experienced strong growth, and have invested heavily in people and technology to ensure we continue to deliver outstanding work. We won the Best Use of Digital Award in November and we plan to enter several of our campaigns this year too. Working jointly with Will, I’m confident we will continue to grow, and offer something genuinely different in a busy market.”

How to get free images online

Working for a digital PR agency I regularly write blog posts for clients or for the Prohibition PR blog. I often think of ways to make my blog posts more engaging, and, content aside, having attention-grabbing photos is the easiest way to do just that.

I’m always drawn to blogs that have made good use of imagery. Using my own personal blog as an example, you can see that I’ve used a vast collection of visually-rich imagery from my adventurous cake creations. However unless you take the photos yourself, copyright images can be expensive especially if you are buying an image for every post.

Chocolate cupcake

Chocolate cupcake

Never be tempted to simply use an image you’ve found on Google, or worse still, from a media outlet. You’ll be in breach of the image-owners copyright, and chances are you’ll be tracked down and billed. This happens more often than you’d think, and the cost can easily reach the hundreds of pounds. Media outlets in particular will come down on your hard and will get their money!

Realising this could be a common problem amongst fellow writers, I have a couple of really useful sites that bloggers will appreciate and benefit from;

Firstly, there is Freedigitalphotos.net. This site allows you to download a wide variety of stock images for free (although downloads are usually in one size). However, remember to correctly reference each image or you’ll be in breach of the site’s terms. If you need an image in a larger size, there is the option to purchase it for a reasonable fee.

Secondly, there’s Flickr which is also a useful source of good quality images. When searching, make sure you go to advanced search and choose ‘creative commons licensed content’. These are images that people have made available for public use. However, make sure you check the terms of use for each one, as some do not allow commercial use, some do not allow you to alter them and so on. Also remember to correctly reference each image, by referencing ‘Creative Commons’, and linking to the image owner’s profile on Flickr.

With these sites, you are on your way to creating a neat looking blog post! If that’s all it takes then make sure you do it and save money for the more important things in life, like cake!

Red velvet cupcake

Red velvet cupcake

What online PR campaigns can teach us about measurement and ROI

It’s no secret that the traditional PR measurement model is woefully ill-equipped to deal with today’s integrated online PR campaigns, and new, data-driven methodologies have emerged to effectively tackle social media PR.

However, while traditional agencies may still judge the success of a campaign on ‘equivalent advertising value’ or a nebulous ‘PR value’, an understanding of digital PR gives us the opportunity to measure almost every facet of a campaign, and crucially, start making that all important link to ROI.

Not only that, but social media measurement techniques give us the opportunity to apply a new analysis framework to traditional PR campaigns, in doing helping drive forward the industry as a whole. Online PR

This debate is not unique to PR; in every marketing discipline, there exists a lively hotbed of opinions and views into how to best measure a campaign, and more importantly, how to effectively demonstrate ROI. And rightly so. We also like a good debate here at Prohibition PR, so it’s really music to our ears.


Analytics

A starting point should be a good working understanding of Google analytics. If your team doesn’t know what this is then they’re in the wrong job. Set up goals so that you can track conversations, whether that’s a sale, a sign-up or some other strategic imperative. Each piece of media coverage you generate should contain a link, if it doesn’t then ask yourself is it really benefiting the client? A half page in a national might do wonders for brand awareness (and probably will result in some sales you can never prove to your client) but chances are a blog post with a useful link will drive far more conversions for you and you can then track these.

Conversions to sales

Also get a good understanding of your client’s conversion rates. Based on average conversions and basket size, how much of the traffic you’re directing to the site could be resulting in a sale? What’s the value of this and how does it compare with the investment your client’s made in PR?

Similarly, find out how much your client is investing in online media spend and PPC. Calculate an average CPC and cross reference with the traffic you’re driving their way.  Suddenly you’re in a position when you can attribute a monetary value to your activity. Cost per Click is great but cost per acquisition is even better.

This is only scratching the surface, and we’re not going to reveal all of our techniques here (you have you be a client or a friend to benefit from that). But as an industry we need to be more honest with ourselves, especially when it comes to working with brands that are prominent online – are we getting media coverage for the sake of getting media coverage because it has always been our currency, or are we helping them achieve real business results?

While of course, PR and social media is not usually a direct response mechanism in the way that e-commerce or direct mail is, that’s not to say we can’t still be accountable for the services we deliver. In fact as an industry we should strive for this, for the benefit of our whole industry otherwise we could be left behind the digital and SEO Agencies.

Image credited to Stuart Miles, thanks very much via FreeDigitalPhotos.net

The Top 10 PR Campaigns in 2013

Time is ticking away and we are now five months into 2013 and after several stonking PR campaigns in 2012 which we shared with you lovely people in our lengthy review last year, we felt it was only right to analyse some of the best of 2013.

Feel free to have a look through our list, we hope that some of these ideas might help inspire you when creating your own campaigns. This is all about sharing best practice.

1. Three ‘#DancePonyDance’

Advertising agency Wieden & Kennedy, launched #DancePonyDance on behalf of mobile network Three. It featured five year old Shetland pony ‘Socks’ moon walking in a field. The video went viral online and proved to be a raging success. The tagline ‘Silly stuff, it matters’ and ‘Keep on intereneting’ was to encourage people to have fun and also to make their own videos via the PonyMixer to revive the nations love of sharing funny things on the internet.

2. Carlsberg ‘Standing up for a friend’Brewery group Carlsberg created an online video, twisting original tag line ‘That calls for a Carlsberg’ to ‘Standing up for a friend, that calls for a Carlsberg’. The video features a few different people, all in the same situation at a very dodgy poker table and the scenario set is that they desperately need bailing out. So the participants call unaware friends in the middle of the night and ask them to come over and bail them out of €300. The sacrificial friends come to the place and it is made to look a little like fight club, boxing going outside, chickens flying about and a scary looking security guard on the door. The moment they get into the poker room, the curtains go down and a crown cheers, the contestant is rewarded with a Carlsberg.  This is a really feel good ad that makes you warm a little bit to Carlsberg intention of building friendship through the drink.

3.Evian ‘Baby and Me’

Following the success of the previous Evian babies on roller skates ad, they have now come back to our screens, a little older and a little cuter. This campaign will work a second time round because the last advert was so well known and focuses on making people laugh. The tag line ‘Evian, live young’ fits the advert and will again stay implanted in our head.

 

4. Renault ‘The first car carried by Likes’

Renault’s PR department came up with a great interactive and creative way of getting people involved in live, real time social media. They put a new Clio on one end of large weighing scales, and a big box on the other. They put up a live stream from Facebook to the car and box, and people could watch and click ‘Like’ and a cardboard Like would be placed in the box until it shifted the weight of the car. The live stream went on for a two week time limit and got around 60k views. One lucky liker was lucky enough to win the car.

5. Durex ‘Durexperiment’

Durex has taken an experiment to a new level. They have created vibrating underwear ‘funderwear’ – bra and pants for girls, boxers for guys. By downloading the Smartphone app, you have the control to the vibrators on your partner. The ad features a couple modelling a long distance relationship and using the new ‘Funderwear’. Because of the nature of the ad and the product, it has attracted a lot of well needed media attention, to show that Durex is still innovating their products and not just a condom brand.  The advert has been banned on television; however it is still being spoken about.

6. Talisker Storm ‘The first interactive storm’

For the launch of Talisker Storm malt whisky, the first ever interactive storm was created to promote the new drink. The 25ft interactive storm was open for people to try out; they were also able to decide on the intensity of the storm. The campaign was focused on younger people as break out of the older age image the brand usually attracts. They used celebrity endorsement using former weatherman Michael Fish to promote the event. It built awareness of the brand by using creativity and making it interactive and free.

7. Air New Zealand ‘Blind Gate’

A good Valentine’s Day stunt this year was made by Air New Zealand and shown on live TV and hosted by Claudia Winkleman. The aim was to attract media attention by hosting a blind date type game show  in Heathrow Airport, whereby singletons were to choose their date and then get on a plane to LA to further carry out the date and basically then have a nice holiday in LA.

8. The Corner Shop PR ‘Chocolate Memory stick’

To promote the New Charlie and the Chocolate Factory musical, The Corner Shop PR created a memory stick in the shape of a yummy looking Chocolate Wonka Bar to send out to journalists with a press release on with information on the new Charlie and the Chocolate Factory at the Theatre. This was a imaginative and personal way to send content to journalists to persuade them to write a story.

9. Doingsomething ‘Wheel of date’

Another Valentine’s Day event was ‘The Wheel of Date’ by Frank PR. The client Doingsomething is a online creative dating agency, so to raise awareness, they sold a limited number of tickets for ‘fun’ speed dating whilst being on in one of the pods on the London Eye.

10. First Choice ‘The best job in the world’

Following the last “Best job in the world” by Queensland tourism in 2009, a competition to be the caretaker to a dessert island, there is now the new “Best job in the world” by First Choice, a water ride tester. Seb Smith, ex Leeds University student is the lucky candidate who won this year. The campaign did work second time round, but didn’t attract quite as much media attention.

Do you think you have a campaign worth sharing? If you do drop it in the comments and let us know about it?

 

This was a guest post from our friendly intern Holly Guest.

Is the role of the traditional journalist dead? The new Guardian App asks the public “Do you have a story or a tip-off for us?”

From the past two years I have spent studying PR, I have noticed more than ever the increase of organisations using online platforms to do their jobs and speak with their friends.

The development of new technology has meant that we can practically do anything with an iPhone or Android mobile. Mobile network EE has brought us 4G and, if you are not aware, 4G is now five times faster than 3G, which means you can tweet or watch movies from practically anywhere if you want to.

Now, going hand-in-hand with the development of 4G by EE, I have noticed that The Guardian has started the new era in terms of journalism – ‘crowd sourcing’. By downloading the GuardianWitness app on your smartphone, you can now be given the role of a freelance journalist. With your account, you have the chance to contribute to live news stories and browse through other GuardianWitness users uploads. guardian app

Of course, there is a team working behind it, content is moderated before it is uploaded, which makes the platform more exclusive and perhaps a little more credible. The best stories are then selected and submitted onto the Guardian News website.

By creating “Assignments” listed on the app, it lets the user choose the subject they may be interested in and upload a picture or video, and a suitable caption. All of the assignments are focused on varied subjects; the most controversial and hard hitting at the moment has got to be “The cuts get personal” which features one or the users change jar, with the caption “Once offered to charity, now to make ends meet, the change jar is emptied to pay for groceries.”

Finally, we are on to the “Send us a story section”, which asks “Do you have a story or a tip-off for us?” The publication’s intention for this app has now become questionable. Is this just an easy option to getting to the story first? Or is it just an online community for budding journalists to share their experiences and hopefully see their name on its website? In my opinion, it is a bit of both and personally I can’t wait to upload a picture which suits to a subject I find interesting.

Since the launch in mid-April, GuardianWitness accounts are growing rapidly. Overall, it is a great new way to interact with news and growing media sources to find out what’s happening fast in a visual way.

This was a guest post from Holly Guest.

Football Flick – Video Seeding Campaign

Over the last couple of years we have been working closely with a number of the best marketing agencies in the country to help them seed their viral campaigns on the web whether that is news, video, apps or even music. It’s the best part of the job and we get to play with some amazing content and stunning videos from all kinds of different sectors and as long as the content is good we are happy to help.

The video we are working on this week comes from our good friends at The Lift Agency and is for a new product called Football Flick Urban. The Football Flick Urban is a three Dimensional multi user football skills trainer, which consists of a front curved ramp, a back ramp and a net in the middle. Each of the three elements of the Football Flick can be used to help train and develop skills used in football.

The video has been created by Lift to generate some real excitement around this useful new soccer training aid. It showcases just what can be done with the unit by players of any ability and what’s more that it can be used anywhere, reinforcing the brand’s strapline… Play Anywhere. It also features the talents of John Farnworth. John is 26 and from Longridge in Lancaster and he holds four Guinness World Records including the most around the worlds in under a minute. In the video, John shows off his skills as a football freestyler and all that the Football Flick Urban has to offer.

Having only been in circulation around 24 hours, the video is already proving to be a big hit. You can see it yourself below:

Prohibition PR Helps Set Up Online Student Magazine – Student Wire

Over the last few months the Prohibition PR team have been working hard to help launch a new online student magazine – Student Wire. The idea was to create a website specifically for students, written by students about being a student!

Our client The Student Store wanted specialist help to create a thriving online community. So we scoped the project out and looked at how we could create something which would help other students out, give advice and provide some great content that was relevant to the audience.

Prior to the launch of the project the team put together a number of focus groups from local universities to bring together thoughts and ideas of what they would like to read.

Emilie Sillett, a second year public relations undergraduate and current intern here at Prohibition HQ was made editor of the magazine due to her rather bubbly personality and passion for creative writing. She was then also asked to help recruit a team of budding journalists and creative writers to help her create a magazine with a difference.

To help increase awareness and garner interest, the magazine was seeded online throughStudent Wire social media and student forums, getting as many people as possible to check it out and create a buzz around the launch of the site. After just four weeks Student Wire is already a huge success and a hit with under graduates from universities all over the UK.

So far it has writers from Leeds Metropolitan University, Liverpool John Moore’s, University of Salford and London Metropolitan providing advice, news and ideas on anything from how to choose your student accommodation through to how to cure a hangover.

Emilie is always looking for interesting features and creative writers so drop her an email if you think you are cut out for the job contact@studentwire.co.uk.

For an idea of some of the topics the team write about at Student Wire, check out some of the favourite posts so far:

1. The Student Halls Lottery by Sarah Raynard

2. Clubbing.. Why bother? by editor, Emilie Sillett

3. Celebrities And Their Surprising, Unrelated Degrees by Amanda Champion

4. And have a look at my own article, Technology That Will Make Life Easier.

And finally, the sponsors of Student Wire – the Student Store – has recently launched a photo competition of ‘the work space from hell’.  Be it your messy student house, your dirty desk or your rotten bedroom we want to see. The winner will be determined by public vote via the Student Wire Facebook page – so be creative as possible and you could be in with a chance £100 shopping voucher and the Adobe Creative Cloud software up for grabs! Apply here.

This was a guest article from Laura Crossley.

Violation of Google’s Guidelines Will Result in Damaged PageRank

Google’s latest announcement has made it official that selling page links and including paid-for placements on your blog can and will damage your PageRank. In the announcement Matt Cutts, Google’s Head of Web Spam stated that ‘selling links (or entire advertorial pages with embedded links) that pass PageRank violates our quality guidelines, and Google does take action on such violations.’ Such action has been taken out recently on the florist giant Interflora for breaking Search Engine Optimisation guidelines by manipulating links to improve its PageRank. Penalisation of Interflora is the latest proof that even the largest brands are not immune to Google’s rules and regulations. Currently as punishment Interflora doesn’t show up on Google for the majority of it’s search terms, a huge disaster for the brand with Mother’s Day fast approaching. The highest Interflora appeared was on page 2 of a Google search, but mainly Interflora was non-existent. The damages to the brand could value at millions worth of pounds. Matt Cutts has also posted on his own personal blog about PageRank penalties and selling links. Replying to the frequently asked question of ‘Why has my PageRank gone down?’ Matt answered ‘the drop in Toolbar PageRank is an indicator of the decrease in our trust of the site.’ Google isn’t against paid advertisements, it actually supports the practise but they are asking for such links to be disclosed to search engines.  Sites should be judged on their content and influence for SEO not their bank account. What does this mean for PR? Whilst it will upset many people, Google’s announcement will help to ensure that online public relations prioritises quality content over simple and easy paid-for placements and links. Therefore Google is helping to ensure that public relations online is practised ethically. Blogging is a way of using your online freedom to express your opinion and interests, add value and engage in discussions. Blogging on your personal blog, on behalf of a company, just because they are paying you an attractive sum, I believe, totally defeats the object of blogging in the first place. Don’t get me wrong advertorials (which have been around for decades in PR) and articles that clearly show they are being sponsored to review a product are still effective ways to position a brand. It’s the articles that have been paid for that include brand names and links to a website that don’t make it totally clear that are misleading. What do you think? This is a guest post from Lara Busch you can follow her on Twitter.