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WHAT’S THE INFLUENCE OF INFLUENCERS?

Public relations has always been about influencing audiences and ensuring a brand or product is portrayed in the right light.

Ensuring you are able to influence those who have influence over others is a crucial part of the work whether targeting journalists, MPs or celebrities.  The advent and exponential growth of social media has however seen the emergence of ‘influencers’ whose sole purpose seems to be to share their experiences and influence others.

Admittedly, the successful influencers focus on a market segment as their area of authority, whether mums, teens, fashion bloggers or people with a passion for their homes to name just a few sectors.

‘Being an influencer’ is now one of the most popular career options for primary school children. Gone are the days of kids aspiring to be lawyers, astronauts or firemen – it’s now all about becoming an online influencer.

A survey by  global affiliate network www.awin.com showed that one in five (17 per cent) of kids now wants to be a social media influencer and 14 per cent wanted to be a YouTuber – only doctor (18 per cent) scored higher.

The role of influencers is can pay dividends for the individual as well as the brands looking to engage with audiences.   A Marketingcharts.com surveyfound 22 per cent of 18-34 year-olds made a large purchase after seeing an online influencer endorsing the item – be that games, fashion, make-up or hotels.  The challenge however is finding the right influencer, with a genuine following and who has authority and an ability to engage with their audiences.

This year’s Love Island is already spawning a new wave of ‘influencers’ with huge numbers of followers.  However, research has revealed that many of their followers are in fact fake, undermining their credibility.

Tommy Fury, the most-followed contestant, has 971,000 followers but well over half (60%) of those are fake.  The contestants whose Instagram profiles have the highest concentration of fake followers are Amber Rose Gill and Jordan Hames, at 65% each.

Six of the 17 contestant accounts were reported for suspicious activity, just weeks before the contestants were publicly announced. Strangely Anton Danyluk would appear to have great influencer and support in India, Brazil and Mexico – some of the most common countries where ‘bot farms are commonly located.

Last year, Instagram claimed it was intending to target fake likes and comments from users who use third-party apps to boost their popularity.  The issue is a serious one as research from Social Chain has reported that brands are being defrauded by up to 96% of what they spend with some influencers.

The message from this seems to be clear that when used correctly, influencers have a key role to play in successfully targeting audience groups.  However, remember to do your research to ensure you know exactly how much influence your influencer actually has.

ELMAC TECHNOLOGIES TURN TO SOURCE PR FOR PR AND SOCIAL SUPPORT

Elmac Technologies, head quartered in North Wales, has appointed Source PR to support the business with their media relations, social media management and stakeholder engagement.  The company is one of the world’s leading suppliers of Flame Arresters, supplying clients and distributors around the world.

Elmac’s innovative Flame Arresters and Low-Pressure Venting Equipment are utilised by OEM’s and Operators in a wide range of industry sectors including; petrochemicals, oil and gas, bio-fuels, mining, pharmaceuticals, power generation, agrochemicals and distilleries.

Source PR has been appointed to raise awareness of the company’s state-of-the-art design, manufacturing, testing and commercial facilities as well as its comprehensive range of enhanced In-Line and End-of-Line Deflagration Arresters and In-Line Unstable Detonation Arresters. The Elmac product range also incorporates a wide range of valves and other low-pressure venting equipment designed to meet client-specific requirements.

Louis Hill, Managing Director at Source PR, comments: “Elmac is centred on delivering its core purpose of protecting people, property and the planet. The company has a truly global reach and we have exciting plans in place to help communicate the innovative R&D, efficient operations and unparalleled customer service they deliver.”

Digital communications

Award winning Source PR is headquartered in Chester and offers a range of communications services including public relations, social media management, content management as well as digital communications.  The company has clients across the UK, offering a range of B2B and B2C communications advice.

DIGITAL AGENCY – HOW THE TIMES ARE A CHANGIN’

When working in a digital agency in Chester and providing B2B PR or consumer PR clients with support and advice, it’s so important to keep up to date with the ever-changing world of new technologies, insights and applications.

Understanding and using new technologies helps keep you at the forefront of providing valuable advice and delivering current campaigns for clients that really work for businesses and customers alike.

If you stand still too long or stop to give yourself a pat on the back, there is a real chance that you’ll get left behind.  It’s fast moving, challenging but when compared to the old days of pure PR – very rewarding.

For years there was always the question of ‘how do you put a value on PR?’  Historically it was a measurement of column inches or messages density, but now there are so many additional factors that should be considered whether it’s directly reaching thousands of customers with engaging messages through social media or producing content that improves a client’s reputation or thought leadership position. Each post or article can be measured in terms of who read it and what action they took as a result.

Digital

With the growth in digital the whole world is more transparent.  The engagement on each post can be measured, the actual number of people who read an online article can be seen and the customer journey for each purchase can be viewed as cookies follow customers through their entire purchasing process.

This is great.  It helps justify marketing budgets and provides a real opportunity to show a return on an investment.  Most important of all is that it makes you realise that you are actually making a difference, that the work you’re creating is driving sales and that the campaigns work.  The times are changing and look set to continue to evolve which has to be great news for clients and digital PR agencies alike – as long as you can keep up.

PR VERSUS POVERTY PORN

There’s growing criticism of ‘poverty porn’ and in particular how charities are using crude and clichéd PR campaigns to attract donations.  Although criticism of anyone looking to make a positive difference is largely unfair, there is a case for charitable organisations to look at how they wish to portray themselves and their causes.

This is illustrated in criticism of Red Nose Day and Stacy Dooley’s work in Africa by David Lammy MP. Although a little harsh, particularly when he’s been called out for not doing enough himself to support communities in Africa, it does open the debate on how charities need to move on from relying of pushing people into ‘guilt transactions’ as they sit down on a Saturday evening to watch Red Nose Day’s entertainment or other similar programmes.

Effective PR

As with most effective PR, if your campaign can take the audience with you on the journey you secure greater and more long term buy-in.  People believe in, follow and talk about the change they feel needs to be made rather than just reaching for their spare change.  Not dissimilar to the old adage that if you give a man a fish you will feed him for a day, but that if you teach him to fish you will feed him for life.

Digital communications are also playing an increasingly important role.  Just look at the success of campaigns like the ‘Ice Bucket Challenge’ or Movember which dominated social media for months.  This illustrates what can be achieved by engaging with the audience and taking them with you.

The charity sector is one of the most competitive with each organisation looking to secure their share of money for their worthwhile causes.  Put simply, there are more than 180,000 charities in England and Wales and those that don’t run a planned PR programme will struggle to raise awareness and subsequent funds.

As we’ve seen by recent low budget PR and digital campaigns, deep pockets aren’t essential, but charities do need to play to their strengths and engage with their audiences.  In doing so they can achieve some great successes without having to reply on promoting poverty porn.

IT’S MORE THAN JUST THE MESSAGE

Anyone who’s been involved in media training or been interviewed on TV or radio has probably been advised to focus on three or four key messages to ensure that they get their point across.

Fair enough, and there’s no denying that is some pretty sound advice, particularly if there is the potential for the interview to become complex or to be pulled in different directions.

There is however one problem, and that problem has been beautifully highlighted by someone who should quite frankly know better.  Our esteemed PM.

She could be accused of running perhaps the worst political campaign this century when she squandered a 20 point lead in the polls, to nearly lose the General Election to an opposition that many had predicted would be wiped off the political landscape.

What went wrong?

So, what went so wrong? In my view it was the over use of the ‘Strong and stable leadership’ message.  People started counting the absurd number of repetitions and it was not long before the memes started and social media undermined the message – along with the robot like delivery.  I believe Ikea even used it in their advertising along with a picture of the PM seated at a desk with the caption “strong and stable” shelving.

Theresa May, and many of her ministers, forgot one of the most important elements of an interview and that’s to add some personality and dynamism if you’re looking to attract support and get people to back your cause.

This is not meant to be a party political broadcast for any party or policy, but I fear that she’s falling into the same trap when looking to secure the votes needed to deliver on her Brexit proposals.

Let’s keep an ear out for how many times she says; “It’s a good deal for our country that takes back control of our borders, laws and money…”.  We have less than a fortnight before the ‘meaningful vote’ so no doubt plenty of time to be driven mad by the repetition.

If she wants the message to cut through she will need to not just repeat it like a small child on a drum kit, but instead install confidence and support through her body language, confidence in her convictions and even tone of voice.

If not, she’ll run the risk of only ever beings seen as ‘May-bot’ who is good at reciting messages but misses the bigger picture.

Looking to develop your communications strategy or develop messages? Get in touch and let us help you through the process.

CONTENT MARKETING – HOW TO GET YOUR DIGITAL CONTENT JUST RIGHT

Unfortunately too many clients still believe that because they’ve spent hefty amounts on a new website, all will be well and the new business will roll in.  Unfortunately, it’s simply not the case as without quality, optimised and relevant content management – there’s a high chance a potentially fruitful website will wither on the vine.

The good news however is that a growing number of businesses are seeing the benefits of effective content marketing.  Recent statistics show that as many as 91% of B2B and 86% of B2C marketers use content marketing to facilitate business growth.

Although content marketing has been with us for years now it remains an effective way to build brand trust and awareness as well as establish business credentials by simply offering highly relevant information to the right target audience.

However, like other digital marketing methods it has evolved considerably over the past decade, so here we’ve outlined a few pointers as to what works best:

  • Achieve cut through and say something new, different and relevant. There are more than 2 billion blog posts listed every day, so make sure yours cuts through by being original and not ‘me too’.  If you want to be a thought leader, say something new or challenge the status quo.
  • Focus on content that you have the right to comment on – why are you experts and why should people listen to you? Don’t blag it if you don’t know what you’re talking about as that can back-fire, instead focus on an area that your business excels in.
  • Use a quality digital communication agency to provide the right copy and content – if you’re not a writer, get some help so that you can focus on what you do best. Having a nose for a good or interesting story will also help.
  • Work with partners, suppliers and friends.Building back links is a critically important element of SEO and this is a useful tactic to not only receive endorsement but build links.
  • Think how best to share your content. Although building content and links on the page is useful for SEO, if you’ve got something interesting or unusual to say why not cascade through the right social media channels or via an electronic newsletter?
  • Take a longer term view – organic content marketing won’t immediately knock you up the SEO rankings but be specific on key words and in time it will bear fruit.
  • Evaluate and evolve. Has your content achieved any inbound links, has it been shared, have you maximised the opportunity through social media/newsletters, what’s the feedback / comments, can you place the piece editorially?

As with all digital marketing campaigns, it’s important to test, evaluate, improve and evolve.  Remember to take a long-term view that’s measured against specific goals and objectives as this always delivers the best results.

If you’re looking for a reliable digital agency in Chester that uses modern content marketing strategies, contact us and let us show you what we can do.

Connectivity: What’s The Cost to Rural Businesses?

Tap. Click. Check-In. Tag. Review. The issue of whether businesses should or should not have an online presence is no longer a debate: today it is a must. But just how much can the issue of rural connectivity affect us?

We’re incredibly lucky here at Source – we enjoy a quaint rural village location, but within easy access of cities and commuter routes to visit clients all around the country. Poor 4G signal and dodgy internet isn’t something we particularly suffer from (touch wood), but this is certainly not the case for many other rural businesses.

The issue of poor connectivity goes further than just the frustration to business owners as they run their operations, it also affects customers, guests and clients. These effects are twofold – firstly, in this day and age, it is a fact that visiting customers expect good levels of connectivity as standard. Even those who come to stay with rural hospitality businesses to ‘get away from it all’ to leave the beeps of incoming texts and void of social media behind for a while and get back to nature, still expect some level of coverage just in case they want to reconnect with the outside world – they want the option.

Social Media requirements

Secondly, online social media presence is a great asset to any rural business. When guests are staying or customers use your services, they have the ability to help build your brand with a like, positive review or comment. Whilst customers are enjoying themselves in the moment, they’re most likely to check-in to let their followers know what they’re up to or upload an Instagram story showcasing your business to a whole new audience.

Allowing guests to connect with your business and express themselves in real time is invaluable – although many can create a positive review and upload photos when they’re back home, opportunities could be missed as this task slips down customers’ to-do lists when ‘real life’ settles back in.

The cost of poor connectivity can have a huge impact on rural businesses – so let’s hope the issue becomes a higher Government priority!

 

 

 

My Time At The Source – What To Expect From Your Work Experience

During my first year of sixth form, it was expected that as a student you would find a week of work experience during the summer term. Initially, I was terrified at the mere thought of spending an entire week in such an alien environment, with complete strangers. Being a typical teenage boy, I had no idea what I wanted to do, let alone where or with whom.

After much thought, I came to the conclusion that to compliment my A-levels: English Language, Fine Art and History, I may want to consider a career in PR or marketing. Not to mention my natural fascination with social media – being a millennial and all.

So I began scouring the internet for an agency near to home that had an interesting mix of local and national clients, and came upon Source PR. The sleek and contemporary aesthetic of their website piqued my interest, and from looking at their clients, I was very impressed. I contacted Source and felt welcomed by their enthusiastic response for work experience.

On arrival, I was made to feel right at home, with everyone at Source being extremely friendly. More importantly, I was made to feel useful, and quickly set about different tasks that were carefully explained to me by the team. One fear I had about work experience was that I would spend my hours making cups of tea or watching someone else do their job. It was a relief that my time at The Source was as engaging and exciting as it was.

I juggled: blogs, media releases, and social media. All tasks were equally valuable, and from going into the week with little to no idea of the inner workings of a PR company, I have ended the week with a new understanding of just how important PR is. Everything today is about reputation and I now know how dependent companies are on PR to help shape their image. Working here I have developed my critical thinking as every tweet or blog is written with perception in mind. How will the client, their customers, and even potential customers perceive the discourse? What effect will this perception have on the company? This idea extends to even the most minute and seemingly insignificant forms of text. Each client has their own tone and representation that they seek to create.

Over the week, I got used to the office environment and felt like a member of the team. Source employees happily answered any questions I had. I would encourage anyone partaking in work experience to be outgoing and to ask lots of questions, as it will make your week much more valuable. Speaking as someone who usually keeps his questions to himself, it is well worth trying to pipe up every now and again… even if it is just from 9-5 each day.  I best thing was that I was even made comfortable putting forward some of my own ideas and opinions – most notably when suggesting campaign ideas or proofreading texts.

The level of feedback I had during my week was exceptional. I was well commended for anything that I did right and constructively steered in the right direction for everything that I perhaps didn’t do as well in. I gladly have taken any feedback into account and encourage anyone to do the same as it will help to further your skills and knowledge – no one expects you to be perfect!

Overall, I had a great time working at Source. Each day was made fresh and interesting and the relaxing environment of the office made me interested in a potential career in PR in the future. “PR not ER” was bounced around a few times and honestly, I think it perfectly captures what my time was like at Source. I thoroughly enjoyed myself and am thankful to Louis and the team for granting me the opportunity.

P.S I’d like to expend a special ‘thank you’ to Evie who was fantastic and really helped me during the week.

 

Alex is a 6th form student at West Kirby Grammar School

‘The Source’ of 2017’s Success

The Christmas and New Year break was over before we knew it, and now 2018 is in full swing. To beat the ‘January Blues’, here at The Source we’re keeping positive by reminiscing about the finest moments of last year. 2017 was filled with incredible cultural moments, from that ‘oops’ moment at the Oscars (how will we ever forget the Moonlight and La La Land mix up?!) to the recent royal engagement, but away from all the crazy going-ons of the outside world, nestled in the quaint village of Tattenhall, we had quite the year ourselves. From team expansions, to new clients, awards and of course, a rebrand! In case you missed any of our highlights from the past year, we thought we’d share them with you here.

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