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.
Social 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.
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.”
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.
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:
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 through 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 email@example.com.
For an idea of some of the topics the team write about at Student Wire, check out some of the favourite posts so far:
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.
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.
It’s almost that time of the year again which most of us dread. Red roses and pink love hearts smeared over every shop, no chance of table reservations and a depressing 24-hours for all singletons – its Valentine’s Day. But love it or hate it, it’s a great time for PR stunts and campaigns and here are five of my favourites from recent times:
These days it seems that social networking is the most popular way to channel our love and emotions and companies have been using this to their full advantage this Valentine’s day. A popular online blog – Not on the High Street – came up with the idea of offering a very unique and personal gift this February 14th. They have created a competition in which contestants must tweet a special message stating why they love their valentine and including the link, #TweetHeart. The top 10 tweets will be turned into a love song, performed and recorded by a band called ‘The Coopers’ and posted online for their partner to see. You can read more about it here.
2. ‘The Twosie’
Supermarket chain Asda did a brilliant job of getting plenty of pre-valentine’s day media coverage, by introducing The Twosie. After a survey on Facebook told them that most couples would be staying in this Valentine’s day (and after the onesie trend still doing so well) George at Asda decided to do the obvious, stick two onesies together, and produce the twosie, before posting it on their website.
A soft fleecy double poncho with bunny design hoods and ears, embroidered faces and ‘Love Bunnies’ print on the back and for just £25, it sold out in record time.
3. Love Advice from Britain’s Oldest Couple
Last year, Britain’s oldest couple took to twitter and dished out love and relationship advice to the public. Lionel and Ellen Buxton, who will be celebrating 77 years of marriage this summer, tweeted on behalf of a wedding video company, called Shoot it Yourself. Although they haven’t tweeted since, their messages can still be seen on their twitter page @lionelandellen.
This resulted in some very interesting tweets, and gained some great coverage from newspapers such as the Daily Mail and the Sun.
4. Flaming Grill Facebook Date
This Valentine’s day, Flaming Grill Pubs are playing match maker. It has launched a campaign in order to increase activity of its Facebook page. Basically, you must join the page and choose a date from your Facebook friends. You are then in with a chance to win a meal for two with a bottle of wine thrown in!
A simple idea which will be no doubt rather popular with the men!
5. A Sex Guarantee
A Scottish clothes retailer named Foul Fashion is offering shoppers a ‘sex guarantee’. It will give its customers a full refund this month if its unusually colourful shirts don’t attract the opposite sex.
It may be slightly sleazy, but is certain to turn heads. The stunt has already been covered by multiple newspapers and PR websites, appeared on This Morning and created a hell of a lot of activity on Twitter.
Have I missed anything? Do you have any favourite PR stunts for Valentine’s Day to share?
This is a guest post from Laura Crossley who will be joining the Prohibition team in a couple of weeks.
For many, starting a career in Public Relations is not easy. But just how do you go about getting into the industry? Well, there are several interesting aspects to consider:
1) A degree is not always essential. Whilst many go to University and get a degree in PR, communications or English before looking for work, it is not the be all and end all. The Public Relations apprenticeship scheme run in association with the PRCA helps young people gain the necessary experience as well as qualifications
Apprentices are appealing because they receive practical experience and they get to truly know what it is like to work in the industry at a younger age. Unlike many university graduates that will be 21ish by the age of 20 they will have worked in the industry two or three years.
2) Experience is key. Companies/agencies are unlikely to take on a new member if they have not gained some sort of experience in the industry before looking for employment. Whilst some university courses have work placements as part of the course, actually seeking experience independently will help you see what the industry is like. Taking on interns regularly ourselves, we notice a huge difference in how much more developed people are once they have worked in the industry for just a number of months.
As Pressat has previously stated on its website, “it would be a good idea to get some work experience or carry out a placement with a local PR company.” Because PR is such a competitive industry, this will make you stand out from the crowd.
3) Knowledge of the industry is essential. You will not last very long if you are not up to date with what is happening in an ever-changing industry like PR, so it is essential that you read relevant material. Aside from helping you understand your work, it will also give you fresh inspiration and ideas.
As Jon Gloyne, an experienced PR professional, has stated for an article in The Guardian, “It’s essential to keep up to date with industry news and trends, so make sure you read from sites such as PR Week and Campaign.”
4) Network. In order to get started, it is essential to build up your contacts. Being prominent on all social media websites, not just Facebook and Twitter, will help you to increase your standing. Setting up a LinkedIn account, for example, is essential when going into any profession, not just PR.
As has been written on PRmeetsmarketing.com, “Creating a profile on LinkedIn is a must alongside a traditional resume.” It’s not always what you know, but sometimes WHO you know has a major impact on getting a foot on the ladder.
5) PR Yourself. If you stand out, then you are more likely to get somewhere when looking for a job. As PR is all about “Pray for play,” you need to be able to generate interest in yourself in order to prove you have got what it takes to work in the industry.
The best candidates for positions in agencies are those that are able to make themselves stand out and look different and can market themselves effectively. Our MD Chris Norton is currently lecturing at Leeds Metropolitan University on the PR degree and one of his classes is solely dedicated to helping the undergraduates learning how to market themselves and present themselves better to employers. I know he was happy to help with this because we get so many applications ourselves and some are great and some are terrible.
We have discussed the importance of representing yourself effectively before. What are your experiences of finding work in the industry? Is it more difficult than you had imagined?
Do you have any tips you can share for everyone else?
We have been busy in the office this week – check out our new shiny social wall courtesy of the inimitable Sally Cossins.
So to celebrate our work and following the kindness of one of our lovely clients Audio Technica, we’re able to offer one of you lucky people the chance to win a fabulous pair of ATH-CKS55 In-Ear Headphones, worth £45! They offer outstanding noise quality and cutting edge bass and even come with a pouch so they don’t get tangled up in your pocket when you are out and about.
We wanted to poke a little fun at the social media marketers world and so all we want you to do to win is come up with an amusing and unique name for your latest imaginary social media channel. We all know they have daft names that mean nothing (FaceTube) so we thought we might as well create a few funny ones ourselves and have some fun with it.
So, imagine you were thinking of inventing the next Facebook, Foursquare, YouTube or Skype, what would you call it and what would it mean?
We have had a think about this and we would call ours BuzzClunge Beta (we have copyrighted this – so be careful using it lol). We are looking for funny and creative ones but if you are stuck for a good idea you can always try a tool like this to generate your app name although I think you can do better than them.
To enter, just for fun, or to be in with a chance of winning, all you have to do is re-pin our pin on the above image on your own Pinterest account, including the name of your new channel in the description box and use the #apporcrap hashtag.
The winner will be selected on Monday 25th March by us and announced here on the Prohibition PR blog. Our decision is final and all that jazz.
With the news that the majority of digital marketers are forecasting that their budgets will grow significantly this year, it seems that companies are finally understanding how vital it is to have a strategic marketing strategy that works online.
Research in the US, carried out by Best Practices, LLC found in a study of digital marketing firms, at least 72% predicted that their levels of online marketing would increase by a minimum of 10% in the next year. This is a trend that is being mirrored over here in this country, where it was recently announced that companies spent £800 million on online marketing alone last year. Such a large sum is only set to increase, with companies being urged to use social media as a way to market themselves in 2013 but this is nothing new and we have been banging on about it for quite a while.
Writing on the topic, PRnewswire.com said that “Digital Marketing technologies are transforming the commercial marketplace – challenging companies to develop new marketing skills and employ a broad range of new tools and techniques to engage customers.” As the new technologies are beginning to be used by more and more companies, those who are not yet doing so risk falling behind their rivals.
As a company that understands online marketing, we at Prohibition PR are aware that some companies may struggle to understand how to market themselves effectively.
Eileen Brown, a social media consultant, said that “Whatever you do, do not ignore this sea change. It is now time for your business to evolve and embrace social media – or be left behind to fossilise.”
I thought I would share that quote as I thought maybe she had read our website before she decided on that quote. Ha ha
This view is one that we agree with but social has been around a while now and is therefore not really new anymore. Companies do still need to take the next step by marketing themselves properly online, or else they will fail – it’s as simple as that.
With digital marketing becoming so vital to success for companies, it falls to agencies that specialise in the practice to instruct these corporations on how to maximise their marketing potential online. Essentially though it still comes down to clever ideas that work both online and offline. Clients still want good ideas!
What do you think to the fact that companies are increasing their levels of online marketing? Drop me a comment, all feedback will be much appreciated.