Your search has to make at least two letters.
You are using the formula ""
You are using the formula ""
Warning: you have used all your keywords
You have reached your maximum number of keywords or you have more credits.
Please contact your administrator to upgrade this subscription.
17 September 2014 11:47
With only a day to go til the vote, we’ve compared the conversations on Twitter now with those of a week ago, and we’ve compared our Twitter figures with the September referendum poll (by TNS). Have our referendum politicians succeeded in changing Twitter users’ opinions? Let’s see if anything has changed…
12 September 2014 15:03
Less than a week away, the Scottish Independence Referendum is very much on the horizon. The official government research polls are being published, but is there a difference between the official poll and people’s opinions on social media? We monitor current Twitter activity to find out…
08 September 2014 12:57
Any content chef worth their salt knows that no one has time for three course meals any more – they want to snack and go!
A study by the International News Media Association has shown that the average adult attention span is 2.8 seconds – about enough time to read a tweet or a headline. You can choose to cater for this by serving up your content in bite-sized pieces, like the New York Times with its NYT Now mobile.
Or you could give your audience something more substantial, and allow them to share the tastiest little bits. By making it easy to tweet a certain part of your content, you’re letting people share a sample of the full buffet with their friends, who will stop by when they’re ready for a sit-down meal.
Don’t forget the meat!
…or tofu, if you’re veggie. The point is to provide something of substance, something for people to get their teeth into.
As a content creator, you should be answering the question, “where’s the beef?” The best way to do this is to create something worth sharing. Not something designed to be shared, but something that is so informative, inspirational or otherwise valuable that the person looking at it just has to pass it on.
We can make sandwiches!
Make your meal easy to consume by serving it sandwiched between two slices of bread.
American PR guru Peter Shankman has called his home nation “a country of headline readers”, a description that applies to the whole wide post-Upworthy web. So your first slice of carb should be a headline good enough to whets readers’ appetites, and ideally to encourage them to share the content straight away. Keep them satisfied with a generous helping of sharing buttons!
After the “meat” of your content, you should slide another slice, designed to soak up every ounce of goodness that oozes from your video, article or whatever it is. Fill that hole by giving your audience a nutrient-packed conclusion. Or leave them wanting more, by asking thought-provoking questions.
The secret sauce!
05 September 2014 12:19
Why would anyone want to dump a bucket of ice water over their head? And having decided to make this bizarre decision why would you then decide to video it and show all your mates?! Questions I didn’t think I’d be asking myself in July, but make perfect sense today.
Perhaps by using the insights we have gained through our research into what creates “Contagious Content” and looking at the spread of the ice bucket challenge using Kantar Media Intelligence’s Fisheye technology, we can shed some light on what is driving this “mass Icesteria” (sorry!)
Firstly, a reminder of our contagious content work that looks at the drivers for sharing online. These were identified in what we call our R.E.A.C.H model, developed within Kantar Media and subsequently tested and validated with the team at Yahoo. R.E.A.C.H stands for Relevance (is it of interest to you), Emotion (does it make you feel), Ambience (is it current, endorsed), Currency (will it make you look good to your peers) & Handiness (is it useful). We would argue that a great part of the success of the ice bucket challenge has been its ability to deliver across all of these attributes.
I’ve been working alongside my colleague Euan Mackay on the Contagious Content research who has himself taken the ice bucket challenge and can therefore give us an added insight into what drove him into this madness.
For many of us it is our friends and family we see in the videos, making it highly relevant to us as individuals. For some there will also be the deeper meaning of the disease the challenge seeks to drive awareness of and funding to research, certainly in my own experience some of the most frequent posters of this content among my friends are those who have experience of ALS or other serious conditions within their families.
Euan Mackay (EM): “The whole ice bucket challenge became increasingly relevant to me when it moved away from just celebrities doing it, to real people who I actually knew. In the end my nomination came from a school friend whom I had seen getting soaked herself.”
Linking us neatly into emotion, and here I would suggest it is twofold, first we have the emotion driven by the underlying message around ALS which many will be deeply touched by. We have the more visceral emotions around seeing someone having a bucket of ice cold water dumped on them. There is a great mix of highly arousing emotions here including joy (seeing your mates get it) and fear (imagining yourself getting that cold water running down your back and if it will be you nominated next). Both of these are likely to increase adrenalin in the viewer making them want to take action and when combined with such a worthy and heartfelt cause why wouldn’t the emotional side of you be screaming out to press share and join in.
EM: “Well, the main emotion that I felt was dread and horror really, as soon as I got the Facebook message through telling me I had been nominated. After that initial wobble though I felt that this was as good an opportunity to both make a contribution to charity that was close to my heart. And then of course there was the slightly darker emotion of vengeance and how I can get retribution on my pal who had nominated me.”
Ambience is also key to the success of the ice bucket challenge with its sudden rise to prominence and the clear celebrity endorsement we have seen. Mainstream media has also had a huge influence in setting a context in which the ice bucket challenge could thrive, in August alone we saw a total of 14,264,254 shares on social networks from online news articles and stories. By providing this content the media is giving us both added material to share alongside the challenge videos as well as creating a zeitgeist in which the challenge has flourished. The ice bucket challenge is also clearly getting endorsement to help its kudos here which in turn helps feeds the currency factor we discuss next. The chart above shows how this endorsement is working with the top 20 accounts with the highest potential impressions connected for the challenge. In the lists we see a clear mix of sports starts and celebrities including the new breed of “YouTube Celebs” as well as curated media sites all of which endorse this behaviour in the viewer’s mind.
EM: “The fact that the ice bucket challenge had been so “in your face” across the media over the previous couple of weeks meant that I knew everything about it. I was up to speed with what was going on. It had entered my consciousness even before it became especially relevant to me.”
In all the work we have done looking at what drives people to share, the overriding attribute is currency. This is whether sharing this content will make you look good in front of your peers and it is incredibly important in driving sharing. In the case of the ice bucket challenge there is a clear currency factor at play, first there is the guilt of not completing the challenge if nominated and the social stigma this could entail. Then there is the clear halo of taking the challenge and looking like a fun loving, caring person to your friends. Further evidence for the currency factor appears when we look at some of the one up man ship in some of the videos as those taking the challenge look for more elaborate ways to get their dunking. It is not enough to do the challenge for some they need to have their own unique version of it. These unique, fail and celeb versions of the challenge helping to add greater fuel to the spread of the videos as we look to find new and exciting videos to be the first to share with our friends even if they are individuals not directly linked to us.
EM: “For me and my challenge, it wasn’t so much about looking good in front of my peers – when all is said and done I was dumping a bucked of iced water on my head in the rain at 6.30 in the morning. It was more not rising to the challenge. It was the emotional blackmail that I felt that made me do it. I didn’t want my friend of 20-odd years thinking that I was not up for a bit of nonsense. And then there was the power that I was given from being able to nominate others. That was one of the real driving factors here. Being able to pass it onwards and put other pals through the same trauma as I had gone through.”
Finally we have the handiness factor which is the utility content can provide and in this instance we have a clear underlying message about a debilitating disease that we should quite rightly highlight. We have seen just how effective this campaign has been in raising awareness with Tweets connected to the http://alsa.org website that referenced the ice bucket challenge generating a total of 124,146,585 potential Twitter impressions.
EM: “Well, it’s not the most productive thing that I’ve ever done in the garden, but it did mean that I was helping raise money for charity so I figured there must be some good coming of this.”
By hitting all these attributes and doing this through an engaging medium like video the ice bucket challenge provides a strong motivator to share. However, as Currency and Ambience are clearly important factors within this it seems unlikely it will last too much longer as these attributes are often time dependant so if like me you have so far avoided a soaking we may not have too much longer to hold out!
Source : Kantar Media
- See more at: http://uk.kantar.com/tech/social/2014/kantar-media-analysis-of-the-ice-bucket-challenge/#sthash.GHKU8yEi.dpuf
11 August 2014 14:47
According to the BBC, more than £50 million has been allocated to the historical memorial of World War One. From poppies at the Tower of London to donations at schools to learn more about the war, the UK has truly commemorated the beginning of WWI. But what do the public think of the matter? We’ve gathered up all UK Twitter activity on WWI to find out…
04 August 2014 11:30
This year, Jan Paterson congratulated the England athletes on topping the Commonwealth Table for the first time in 28 years. Naturally athletics became the most talked about sport of all the games on social media. However, what about the rest of the games? We take to Twitter to find out…
Note: this infographic does not include athletics which was the number 1 most talked about sport in the 2014 Commonwealth games. If you’d like to know how many Tweets #athletics received, Tweet us today!
29 July 2014 15:54
New media has enhanced print journalists’ ability to find hot topics, breaking news and trends faster than ever before. This means PRs have to work even harder to make sure their content is readily available in real time, both on and offline.
Public Relations continues to be a sophisticated process which requires the right information to be in front of the right audience at the right time. As any PR knows, if one of these requirements isn’t met, the whole campaign could fail. Media relations is the key to ensure the success of any media campaign, so we’ve shared our top tips to become a media relations champ (below).
11 July 2014 17:09
In 2014, press and broadcast media has stirred speculation about the safety for UK tourists in Brazil. As the worldcup draws to a close, we take a look back on Twitter to investigate whether the negative media hype has had an effect on Brazil’s reputation as a country.
27 June 2014 9:38
Are you aware that journalists receive hundreds of press releases each day… and almost none are opened? In some cases, journalists are tricky and use another email address to filter junk and unsolicited news, but the truth is that often the content is not targeted and seems like “spam”.
We have all already heard or read somewhere that “The press release is dead”. In today’s social media world, and with new technologies available to communicators, many companies seem to have given up on the old-fashioned press-release model for more interactive ways to spread the news like blogs, Twitter feeds or social newsrooms. Sometimes they don’t even need to rely on journalists to tell their story, because they have lots of channels they can use to share stories directly with their target audience.
The bottom line is that you need to think of the press release as part of your overall PR strategy. Then, it can be a great and valuable addition to what you’re already doing for your PR. Having hard facts, quotes or accurate data around your news or product in the form of a press release makes it easy for journalists and bloggers to get all the details they need in one place. The fact is that press release will never really die as long as journalistic media exist.
Having said this, how to get your news seen? Here are a few ideas for attention-grabbing and effective press releases…
Headlines matter. Take time to choose a good title. You must make sure to offer something unique, relevant and newsworthy. It’s not about how great you think your company or product is, but how you can help your audiences by delivering some insightful information. Also, your press release really needs to be different from any other way of spreading your messages in order to be picked up by the news media: it should be short and appealing, but should also provide all of the details needed.
Use your brand’s expertise without being sales driven: instead of using generic quotations such as “We are very pleased to announce…”, let the experts have a voice. Have them tell what this means for your business and for your customers. We all know that there is nothing like hearing it from the expert’s mouth. They have a depth of knowledge that will make journalists and influencers listen. So, organise “in person” interviews, capture their “own” words, tone and point of view, have something memorable to say, and keep it short.
Journalists are spending more and more time on social media. So, don’t forget to share all your press releases on social networks. Not only that, but this creates more places for people to be introduced to your brand and for social influencers to spread the word. First, make sure your social post title is extremely interesting. Then, break up your press release so that the full message isn’t revealed instantly, to entice network users to click to read more.
It also needs to be available on social media in the formats your audience loves: use images on Twitter, Pinterest or Instagram, have a video format for Vine… Journalists and bloggers can also be influenced by the comments your audience is making and how they react.
If you have collected email addresses of bloggers, journalists and news agencies, don’t mass distribute: as a result, you could just be blacklisted forever… If you really want to get attention for your press release, you’d better to be creative!
Surprise them with original PR campaigns that can make your brand, business or event newsworthy. For example, CAA/Edelman just won Cannes Lions PR Grand Prix for a Chipotle’s campaign thanks to an unbranded short-form film, successful gamification and a pretty dedicated website  that preceded the press release. But don’t go too far as Ubisoft a few days ago…! ☺
Your reputation is on the line. Media outlets are asking for details. There’s nothing worse than a PR team that is absent and not responding to a crisis. Whatever the emergency, the only way to react on time is to be prepared: you should update media contact lists regularly; identify subject-matter experts willing to collaborate; prepare question-and-answer sheets and other supplementary materials for potential scenarios.
Also, don’t miss the newest trend in press release distribution: newsjacking! Write an attention grabbing news release that strongly references a breaking news story. The best results come when you put it in front of the media fast…
Build your journalist or blogger relationships before you need them. Take time to know their recent coverage and understand their niche before getting in touch. You need to show interest in the people you contact. Keep in mind their needs, their audience, and how you could support them in preparing their articles. A best-practice is to provide the html code for an image or a video, so that the blogger or journalist can easily publish them. You should also send plain text releases so that they can easily copy and paste. It depends on the media outlet and on the person entirely.
24 June 2014 13:31
The Pimms is poured, the strawberries served and the gates of Wimbledon are open! It’s tennis time everybody. In 24 hours, already the excitement is buzzing from the courts, we’ve found out the most talked about topics and have summed them up in our infographic. Check it out below!