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

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

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

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

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

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

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

  8. Last few min of . Who has questions for GM ?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

  30. analytics & segmentation have to inform content of course

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

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

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

  34. 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

  35. Time for topic 3: Does content marketing produce results?

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

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

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

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

  40. done properly should be at the very foundation of the narrative

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

  42. agree– such a great opportunity to better understand your customers

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

  61. 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

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

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

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

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

  66. Hi , please use the tag when tweeting!

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

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

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

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

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

  72. . What should they be doing to prepare themselves

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

  74. Or are companies losing control of narrative at all?

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

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

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

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

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

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

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

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

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

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

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