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November 19, 2013 Transcript of #CommsChat with Waggener Edstrom

Last week, we were joined by the GM of Waggener Edstrom UK, Cairbre Sugrue. He shared his insights on content marketing, public relations and social media. Here are some tweets that stood out:

@krismikulka4 I agree, I think it’s no longer ok to only push out messaging – customers want to be involved and to collaborate.
@thebeaverhousen Brands find success when they understand the middle ground between what the customer wants to know & what the brand wants to say
@cairbreUK the key is credibility. Customers are being bombarded with content today, which studies show they don’t trust
@thebeaverhousen PR hasn’t really changed we’re still conveying a message/story/narrative. Its just the carrier of that message which is different
@cairbreUK agree behave in business communications more as you would talking to close family, be more authentic
And the full hour:

 

  1. 1m

    Why is that?

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  2. 1m

    Tonight’s must draw to a close. Join me in thanking for his expertise and insights tonight.

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  3. 2m

    And the audience.

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  4. 2m

    I am not sure it has. There has always be a crossover between marketing and PR. Content used for different purposes

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  5. 3m

    The ability to copywrite for diff audiences, across different channels&intricacies diff markets key skills for PRs in modern age

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  6. 3m

    agree behave in business communications more as you would talking to close family, be more authentic

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  7. 3m

    . writting skills still important, you have to be able to craft stories for many channels – trad. press, social,

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  8. 3m

    I agree, especially in the digital age, where so many employees may need info on digital activities.

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  9. 4m

    You also have to be able to start and engage in a conversation rather than just ‘pushing’ messages out.

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  10. 5m

    Last few min of . Who has questions for GM ?

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  11. 6m

    writing possible, but you have to be able to craft stories for many channels – trad. press, social, video

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  12. 7m

    usually has something to say RT : How has the focus on content shifted skills requirements in PR?

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  13. 7m

    PR hasn’t really changed we’re still conveying a message/story/narrative. Its just the carrier of that message which is different

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  14. 7m

    more importantly PRs have to talk the language of marketers understand how their work meets biz goals

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  15. 8m

    you must understand the different channels available, the right analytical tools to evaluate success

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  16. 8m

    I think it’s put a stronger emphasis on writing skills, but then, that can’t be a bad thing for communicators!

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  17. 10m

    Last topic of the night is about content marketers: How has the focus on content shifted skills requirements in PR?

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  18. 11m

    As agreed on importance of research/analytics it is time for topic 4: What skills do you need for ?

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  19. 16m

    I agree but picking the right analytics is key – you need to start with digging under the audience’s skin

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  20. 17m

    sure guilty of buzzword bingo! Digital means you can access info at lower cost, faster

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  21. 18m

    of course but that isn’t analytics but a lot of research via multiple avenues

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  22. 18m

    of course but that isn’t analytics that’s a lot of research over multiple avenues

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  23. 19m

    RT : know what you customers are saying, where & when before you create content

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  24. 19m

    Or, what skills are required to be an effective content marketer?

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  25. 21m

    Topic 4 takes a bit of a shift: What are the top skills required for a PR person?

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  26. 21m

    Don’t miss a chance to ask your own question on ! Tweet your question now using

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  27. 22m

    would say you have to start with the analytics

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  28. 24m

    true changing slowly as practitioners we need to get better at explaining value

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  29. 25m

    True. I have found that starting with a few key analytics (strategy) and build up

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  30. 27m

    know your audience, tell good stories and be authentic all part of a good recipe

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  31. 27m

    yes & we’ve done a lot of analytics training lately but it’s a bit chicken & egg

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  32. 27m

    3rd topic for on : does produce results?

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  33. 28m

    True, but that goes together usually. You need the analytics to be good at content.

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  34. 28m

    analytics & segmentation have to inform content of course

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  35. 28m

    . How can you get accurate measurements? Ensure that they’re accurate?

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  36. 28m

    True but analytics is really opening eyes among marketers, helps to show value

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  37. 29m

    Whatever we do, storytelling must be a crucial part of it says in

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  38. 29m

    Without analytics content marketing would be like winking in the dark – you know you’re doing it but not sure if anyone can see u

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  39. 30m

    Time for topic 3: Does content marketing produce results?

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  40. 31m

    sure but its not just the content, technical side is critical important too analytics etc

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  41. 31m

    Agreed! It’s long term.

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  42. 32m

    perhaps. But many brands don’t think that way.

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  43. 33m

    I do think with content marketing that search and discovery is still important

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  44. 33m

    isn’t that just the principles of good storytelling should be part of any marketing 🙂

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  45. 34m

    !! RT : done properly should be at the very foundation of the narrative

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  46. 35m

    they don’t trust content that is all about the brand. Listen & give resources not just promotion

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  47. 35m

    done properly should be at the very foundation of the narrative

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  48. 35m

    agree, would argue can’t be done in isolation. Good content adheres to the basic principles of storytelling

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  49. 36m

    agree– such a great opportunity to better understand your customers

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  50. 37m

    Content marketing should be a part of a larger strategy. However, its basics are key: rich stories, engagement, audience centric

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  51. 38m

    Agree – which is why insight is so important – and profiling your customers. Segmentation has exploded thanks to social

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  52. 38m

    the key is credibility. Customers are being bombarded with content today, which studies show they don’t trust

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  53. 39m

    Content Marketing these days needs to be put in front of audience. Ordinary marketing still tends to be found instead

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  54. 40m

    Couldn’t agree more. Stats show most customers use at least 3 channels to communicate with 1 brand.

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  55. 40m

    A2 Marketing traditionally has put the org/product first; has to put the audience first

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  56. 40m

    I’d say we have to be careful to avoid the hype, good is an extension of your core strategy

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  57. 41m

    Employees & brand advocates (peers) are seen as the 2 most credible sources. How employees act is vital.

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  58. 41m

    Yes definitely. Multi-channel approach is essential now in everyday comms both internal & external.

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  59. 41m

    known as the Magic Middle

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  60. 41m

    Second topic of with : How is different from ? cc

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  61. 42m

    Brands find success when they understand the middle ground between what the customer wants to know & what the brand wants to say

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  62. 42m

    they always did

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  63. 42m

    which is why social has become very important. In order to help shape it the way you want, must participate

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  64. 42m

    This is happening now. Join in at RT : On to topic 2: : How’s it different from marketing?

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  65. 42m

    Absolutely! Customer insight is invaluable in getting the correct message, medium & audience.

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  66. 44m

    RT : yes they did brands are nervous now is because customers can shape a narrative that doesn’t fit with the brand

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  67. 44m

    On to topic 2: Content marketing: How’s it different from marketing?

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  68. 44m

    . True! I can think of a few examples, not least of which is the HMV/Twitter ordeal

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  69. 46m

    agreed. As our networks widen overall, that has impacted processes greatly. It’s not just cust, but employees as well.

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  70. 46m

    Don’t forget the tag! Others won’t see your tweets if you only reply to the acct.

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  71. 46m

    Students and grads, if you’re interested in a career in PR follow the hashtag for industry discussions, every Mon 8 – 9pm i.e NOW

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  72. 47m

    RT : brands have to take time to understand their audiences first and foremost

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  73. 47m

    they never did

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  74. 47m

    . that may be true It’s amazing the impact a single customer can have on brand reputation just via social/trad media

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  75. 48m

    I think a brand still has a lot of control over it’s messaging, how they portray themselves. BUT customers have wider influence

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  76. 49m

    RT : but brands can’t deliver their messages the old command control manner

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  77. 49m

    Hi , please use the tag when tweeting!

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  78. 50m

    RT : true but I think they also have to be prepared to allow customers to shape the narrative to a certain extent

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  79. 50m

    or should I say the narrative is 50% of the brand?

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  80. 50m

    RT : Cust. are helping create narrative, it’s down to brands to steer that & create added value w/ engaging content

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  81. 50m

    A1 Social Media has made it easy for fans/customers to create community & conversations around anything, including your brand

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  82. 51m

    I agree, I think it’s no longer ok to only push out messaging – customers want to be involved and to collaborate.

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  83. 52m

    . What should they be doing to prepare themselves

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  84. 52m

    brands need not necessarily lose control, but they have to be prepared to be involved in more dynamic conversations

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  85. 53m

    Or are companies losing control of narrative at all?

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  86. 55m

    but what hour?

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  87. 55m

    Maybe taking on additional brands to portfolio and losing track of core values along the way. thoughts?

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  88. 56m

    Social has a role to play, obv, but there’s an argument to be made 4 companies themselves getting bigger than msging can handle?

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  89. 56m

    First topic of with is: Why are brands no longer in control of their narrative?

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  90. 57m

    That should read “Why are brands…” my fault!

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  91. 58m

    Our first topic tonight is: Why brands are no longer in control of their narrative?

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  92. 58m

    RT : evening all

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  93. 58m

    Please don’t forget to use the tag when tweeting!

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  94. 59m

    : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

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  95. 59m

    Tonight we’ll take a look at content marketing, skills and PR with from

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  96. 1h

    Am battling a slow connection, but will be with you throughout the hour

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  97. 1h

    Evening friends, Brittany here from Communicate. Tonight on , we’re joined by from


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