10 social media trends for 2011 - 33 digital

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  • 8/8/2019 10 Social Media Trends for 2011 - 33 Digital

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    Author: Drew Benvie, Managing Director, 33 Digital

    A33Digit

    alTrends

    Paper2011

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    fDigitalMa

    rketing

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    If 2010 in social media was the year that brands sat up and started listening, then

    2011 will be remembered as the year that exposes brand reputations for their social

    media frailties.

    The switched-on brand has come to a place where it can see and begin to deal

    with tomorrows consumer online. As we explored in last years trends paper, the

    consumer has tuned out of traditional media and this has shifted the power balance

    for the brand. Brands are now listening, engaging and building communities offans.

    But covering the basics quickly becomes too little too late as consumers start

    demanding more, and organisations realise they are ill-equipped to deal with the

    data deluge.

    Expectation from the consumer paints a grim picture for the brand that is not

    equipped to deal with the action that is now needed to keep todays consumer

    happy. A tweet saying an engine is on re, that a cars brakes do not work, or that

    a pushchair has injured a baby, not only reaches the audience directly it dictates

    the tone for the media headlines too. Never before has the online swarm held such

    sway over the corporate reputation.

    We have now come to expect access to all, all of the time, and as a result any issue

    must be answered instantly. Any grievance should be dealt with effectively. Doing

    so at all times is really not as simple as giving a nod in the direction of open and

    social. The brand is now under siege.

    No longer is participation enough to conquer the social economy. All organisations

    will truly need to foster best of breed communications systems in order to be seen

    as the hero in their market.

    What this means for the 10 guiding factors in the 12 months ahead is an emphasison foreseeing the crisis, understanding privacy concerns, and embracing new trends

    such as photo sharing, short messaging and regulatory compliance. And above all

    else, grabbing hold of the vanishing consumer before its too late.

    Introduction

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    1. Whitewalling and the vanishing consumer

    2. Nothing like a good crisis

    3. Wisdom of the crowd

    4. Location nation

    5. Regulation

    6. Privacy

    7. Five sentences, 140 characters

    8. A picture speaks a thousand words9. Social media mission control

    10. Community managers rule- the rise of the community manager as

    the essential member of the modern marketing team

    Contents

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    If youve not heard of the term whitewalling it is probably because its symptoms

    are only visible by their absence. The person youre trying to reach, listen to and

    win custom from is starting to disappear.

    A way of using Facebook is emerging amongst teens and it is showing all the signs

    of spreading beyond the one social network across to a broader way of using the

    social web, in a way that shows signs of fears over information privacy and security.

    The impact on the brand is huge if the consumer deletes everything including

    their very identity from the social web, how can we reach them? How can we

    research for consumer trends? This could spark a colossal shift in the way brands

    understand online communications.

    Whitewalling is the practice of deleting content from Facebook to ensure there is no

    trail of information. Whitewalling is embraced when users are concerned about the

    content posted on to the web about them without their control. With whitewalling,

    the user deletes all messages, wall posts and comments once they have been read.

    There is literally no trace of them.

    Many whitewallers actually delete their entire Facebook account when logging off

    and then reactivate it when logging on next. This is also known as super logoff.

    What does whitewalling achieve:

    Personal reputation is always under control. Users cannot even be found when

    not online. When all your contacts are on Facebook friends, enemies, family and

    teachers this is a big issue and well worth the extra time taken to curate the social

    network

    No history of activity, so nothing to see when looking up discussions, activity,

    photos and chatter

    Total control and reassurance that nothing nasty will appear online. For peoplewho live their lives online, this is key

    Whitewalling and thevanishing consumer

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    The impact for brands goes intwo directions

    First, engaging a consumer that does

    not want to create a lasting trace of

    themselves on a social network is

    going to mean that communicationsplanners will need to think about new

    directions that their campaigns need

    to go in. Not only for the teens that

    are embracing whitewalling now,

    but for the future that might see this

    activity becoming the norm.

    The second issue for the brand is how

    to understand the consumer when there

    is little to no evidence of their existence.

    Whereas now listening and acting upon

    consumer sentiment from social networks is

    pretty advanced, what would happen when theswarm deletes its discussions in real time as they are

    taking place? We can throw any notion of understanding and

    control out of the window.

    Tip:

    Start logging all conversations

    by reporting live on social media buzz.

    Relying on the web having an archive is nolonger sustainable

    Consider what impact the delete everything

    approach will have on managed comms. How

    can you make your message into something that

    should be cherished, not forgotten

    Get into the mindset of a whitewaller and

    see the world from their point of view.

    Only then can you see how you need

    to behave by their measures

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    Just emergency-landed... Engine two blew up at take-off and ripped

    through wings. Damn.

    This was the tweet from a passenger on board Qantas ight QA32 which

    emergency landed when one of its Rolls Royce engines exploded in mid-air

    in November. It was also the quote that was used to lead the analysis of

    the crisis for Qantas and Rolls Royce in the Sunday Times full-page write-up in the business section the week after the event.

    Social media mainstreaming has meant that more crises have been played

    out online than ever before, and this poses new challenges to brands.

    Even brands that think social media should never affect them are coming

    under the spotlight. A crisis will hit every brand sooner or later, and burying

    their head in the sand when it comes to social media is rapidly proving as

    ineffective as it might seem.

    Whilst the issue for Rolls Royce was technical, word of mouth spread

    unmanaged at light speed and affected the brands involved and theirreputations uncontrollably. For example, pictures taken of what was

    thought to have been smoke coming from ames at the windows of

    the plane were not rebutted in any way, even though after they hit the

    headlines, it turned out they were in fact re extinguisher smoke.

    The key issue for brands is that negative word of mouth buzz spreads

    far beyond the traditional medias audience.

    Sometimes this is before the crisis hits the

    mainstream, sometimes during and

    sometimes after. It reaches a wider

    audience, and it reaches people

    whose only interaction with

    current affairs is through their

    social graph. To not control it is

    pure negligence, one could say.

    Nothing like a goodcrisis

    Tip:

    Whether the crisis youre expecting

    is one that can be xed or not, what do

    you need to do as a brand?

    Understand where discussions are gathering

    pace, and how to engage to make a

    difference

    Have a credible voice that can rebut and

    feed information that can have an impact

    Have the ability to react with the speed

    and the timing needed to generate a

    positive impact

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    All brands will hit a crisis one day. The problem for them now is that

    they have to manage the information ow across the social web, and

    it travels at a different speed, changes in nature more often,

    and requires an understanding of the medium, not only the

    message.

    In crisis mode, all too often, the brand becomes

    tied up in knots. It is too preoccupied with

    the message, when with social media, the

    medium and manning of the controls is

    just as important a job. When the comms

    mechanism is not t for purpose, this will

    create a more than necessary amount

    of negative online sentiment. This will then

    dominate the headlines, hit the stock price, and

    stick for a long time in peoples consciousness.

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    There was once a time when, if you wanted some information and an opinion

    on the best place to go, you would do a search for it. A search engine would

    bring up press reviews, the ofcial website, some blog posts, some review sites

    and maybe some forums.

    But the focus on search has switched. Search engines have cottoned on to

    the release of social search functionality, but the new way to nd an answerto a question is no longer to look into the past or to see what strangers might

    have to say. Its to ask the crowd your own social network.

    When experimenting in this area earlier in the year, I found it refreshing how

    insightful, accurate and valuable the information can be when instead of

    Googling it you take some time to think about what people might tell you

    if you were to ask them instead. I spent one week asking my social network

    whenever I had the urge to enter a query into a search engine.

    I then took it one step further. I spent one week using my social network

    whenever I had to make a decision. Not only was my social graph of use tome in recommending places to eat, drink and be merry, but it taught me all

    sorts of interesting things. It persuaded me to exercise more, showed me the

    benets of trying new things, and even how I should travel.

    Crowdsurng isnt new, at a corporate level. What is not so common is for

    this to be a personal trend. And this will begin shaping consumer trends

    more and more. So for the brand to understand how to engage and make

    it through the noise, they need to think past the listing on TripAdvisor, and

    think how they could become the one recommended when a group is asked

    live online to recommend one thing.

    Wisdom of thecrowd

    WISDOM

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    Tip:

    Begin asking your online

    communities more open-

    ended questions. Give people the

    opportunity to participate and make

    decisions for you and your brand. Use

    hashtags on Twitter and comments on

    Facebook to group the content and

    make it easier to follow for those

    taking part.

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    The growth of Facebook Places, Foursquare and Gowalla in 2010 has

    inspired a whole raft of location-based social media services, and their

    spiralling popularity has catapulted location-based social networking to the

    front of the marketers must-have items.

    Foursquares users now number over 5 million, and with Facebook Places

    rumoured to be releasing voucher loyalty functionality in the near future,this could bring a new era of social commerce.

    With these services launching in the UK at the earliest in late 2009, and

    then throughout 2010, this has been the year of experimentation. The next

    12 months will be a period of land grabbing and taking ownership of the

    brands social media real-estate in the location-based game.

    People always have different experiences from using location based social

    networks like Foursquare and Facebook Places, which is part of their appeal.

    Location nation

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    Here are ve ways brands will harness the check-in throughout 2011:

    1. Local reviews: When you check in anywhere, you can receive tips from

    places nearby from your friends. This means you get to nd user reviews

    based on where you are, of places to eat, shows to see, watering holes, and

    so on. This element of social media led discovery is very appealing to the user

    and mixes word of mouth with brand-led engagement.

    2. Friend nder: When friends of yours check into places you are in yourself,

    you get an alert. On Foursquare you can surf venues and see where is

    trending in your area, showing you where your friends are hanging out. On

    Facebook you can tag your friends with you in any location. On a personal

    level, this adds a new dimension to organisation and messaging. On a

    professional level the check-in is the digital ice breaker.

    3. Loyalty reward: Businesses that sign up to Foursquare can offer customers

    a reward for loyalty. Dominos offers free Pizza to its most loyal customers,

    Debenhams free coffee, and the Financial Times free premium subscriptions.Whilst Facebook Places does not have this functionality built in yet, some

    brands are using the mechanism in a similar way to Foursquare already,

    watching the system manually for people who earn rewards: Premier Inn

    offers free breakfasts to guests for check-ins on Facebook. So for many

    consumers, check-ins are worth using just for the rewards.

    4. Attention grabber: Companies using location-based services in interesting

    ways tend to get noticed. In a media market where cutting through the

    noise is critical, this could be the killer punch. For example, a small coffee

    shop in London called Dose Espresso was one of the rst businesses in the UK

    to offer a loyalty deal on Foursquare, and has been featured in countless

    mainstream media from Time Out to New Media Age since as a result. Using

    Foursquare and Facebook Places in new ways simply gets you noticed.

    5. Buzz tracker: Brands should track

    whats going on at their places online.

    You can see if people love or hate your

    products, you can see when people are

    ocking (or swarming, as Foursquare

    calls it) and you can learn something

    in the process. This is how Dose Espressolearnt about its customers habits and

    it tailored the rewards accordingly.

    LOCATIO

    N

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    Earlier in 2010 the news came out that social media campaigns in the UK will

    need to adhere to an extension of paid advertising regulatory frameworks

    from the Advertising Standards Authority (ASA).

    A set of new rules to govern what goes on in social media marketing is now

    seen as crucial to bringing the sector to a place where it is more accountable

    and transparent than it has been in the past. So what does this mean for thesocial media sphere?

    High prole mistakes from social media campaigns of the past are well-

    documented. But normally it has been the role of the community which has

    brought brands to account. Whether this has been unclear bribery towards

    bloggers in return for positive reviews, fake social media buzz posted by

    staff, or spam-inducing competitions, the need for change has come about

    because there has been simply too much wrong and not enough right.

    When a social media campaign has a heritage in public relations, reputation

    management and earned media, campaigns naturally lean on the whiterthan white side of the transparency, honesty and sensibility balance. Its all

    about managing reputations

    However regulatory frameworks are now clear, and they focus on issues such

    as clarity around incentives going to social media inuencers in return for

    reviews, and clarity of when a review of a product or service has come from

    a paid staffer rather than from the crowd.

    The responsible brands must begin now looking at how the laws of this new

    land affect their campaigns and use them to their advantage.

    Regulation

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    Tip:

    Look at the last thing you said

    on Facebook, then search for it on

    a search engine or inside Facebook

    search from another users account to

    see how open your privacy settings

    really are.

    PrivacyOne of the most common question marks over the future of social media is

    that of privacy; many say that it is too much an invasion of privacy to share

    personal information online.

    In 2010, privacy took a twist with the launch of FourTrace and the now

    defunct PleaseRobMe.com, sites that collect information about where

    people are, and therefore where they are not, all from their social stream,and then tell the rest of the world.

    The impact is that brands must follow closely in 2011 public sentiment

    toward services as large as Facebook and Twitter, and as new as Foursquare

    and Path.com, to understand the security and privacy impact on online

    behaviour.

    The issue at the centre of this is simple. Why would you as a social network

    user share private things such as your whereabouts with the whole world

    online?

    One solution for users has been to focus on the secure social networks, such

    as Facebook and Path.com. But privacy settings are not always clear, and

    simply running a search in Facebook for the phrase heading out shows

    dozens of users every hour posting status updates openly, without the

    knowledge that strangers can see.

    The end result is a level of uncertainty amongst many, ignorance amongst

    most, and for some - mostly the digital natives - the knowledge that

    social networking is compulsory for those that do not want to

    endure social exclusion and privacy settings will catch up

    in time.

    PR and marketing practitioners know their social

    networks, and they know their privacy controls.

    They see beyond the rob me danger signs and

    see a customer that chooses to use places like

    Foursquare and Twitter instead of something

    older. The brand knows that the choice is between

    engaging or not. The privacy issue is one for the

    user, but the brand must take heed.

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    Communicators know what it takes to get a message across in the social

    media economy. The age of 140 characters, txt spk and continuous partial

    attention, have changed things somewhat. The demand for less is more

    has never been greater. Indeed, over the next 12 months, a marked trend

    will be that of the email message that looks like a tweet a universal way

    of electronic messaging that is short enough that it works on any system email, instant messaging, status update or tweet.

    Communications professionals have all experienced at one time or another

    skimming through email messages so fast that only the rst few lines sink

    in, before making the decision to le or delete. For some its an everyday

    reality in a business that has become reliant on re and forget messaging

    via email.

    Although many are forced now to skim read emails, others work the system

    and lter them, colour them, miss them, and some try to kill them.

    But a movement based partly on technology and partly on user trends is toretrain the system and retrain the user.

    A recent 33 Digital survey of communications professionals found that 38

    per cent would use an out of ofce automatic email reply to tell people

    that they are busy and may not respond quickly to email, even when in

    work and able to read emails. The majority, 62 per cent, said they would

    only use out of ofces when not in work and not able to read and respond

    to incoming messages. The trend however is clear, email as a system isnt

    working as well as it used to.

    In 2012, we will see the launch of Facebooks new integrated messaging

    system, dubbed the email killer. Part instant messaging, part email, part

    comment, it will bring a jolt to the email market.

    Five Sentences, 140Characters

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    The trend to use Twitter as a messaging system will also gather pace, as

    users embrace private, direct messages, known as DMs, as they succeed in

    banishing spam from the inbox as well as giving users the luxury of only short

    messages being allowed, saving time for all.

    And for email, a new movement called Five Sentences, promoted by the

    website http://ve.sentenc.es calls for email users to embrace a shorter formof emailing, encouraging users to post a message in their email signature

    that promotes the ve sentence limit to email length.

    Whether email will begin to die out or simply be retrained, the impact of

    social services on the email generation will be considerable in 2010, and a

    prudent move would be to embrace new systems that do a better job of the

    basic principle of all of this getting the message across.

    FIVESENTENCES

    Tip:

    Look for trends amongst the

    contacts in your address book who

    uses Twitter DMs more, who prefers

    instant messaging, and look to embrace

    ways of managing relationships outside

    of just email. For email alone, try using

    http://ve.sentenc.es to create a more

    efcient information ow.

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    Throughout 2010 we saw a new breed of picture-based social networks

    emerge that have quickly created an audience that was yearning for more

    than they were getting from alternatives such as Facebook and Twitter.

    These sites come in various different shapes and sizes. Some private, some

    totally public. Some feed from the camera phone in everyones pocket,others from the webcam on the laptop or PC. The unifying theme though

    which this is clear is that the user is sharing more photography than ever

    before and through the next 12 months this visual element of the social media

    economy will present new opportunities and challenges for the brand.

    The challenge will be that the brand is on public display in a visual way

    more than ever before. Experiences in-store, glimpses of coverage from a

    TV screen, or even just a shared photo of a proud new purchase or a faulty

    good; any customer interaction will not only have the potential to generate

    an angry tweet or fan page like, but a much richer stream of feedback

    from the consumer through shared photography.

    What kind of social networks will be shaping thischange?

    DailyBooth is a social network that encourages its users to post photos

    of themselves every day in front of their webcam or phone camera.

    Replies to posts also contain a photo. So this site is almost the anti-twitter.

    A picture speaks athousand words

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    Rather than leading with a message then attaching a photo, it is the other

    way around. The text plays second ddle. And DailyBooth is very open.

    Whats important to see from DailyBooths users is that they are mainly

    teens, mainly in the UK and Europe, but with a large global footprint too.

    Phone apps such as Instagram and Path enable users to share photos

    straight from their phone, edit them, control privacy settings, and associatephotos with people, places and things through tagging. While Instagram lets

    users share to Facebook, Twitter and other sites too, Path keeps the photos

    private. So while Instagram is showing users a new way to share photos on

    social networks, Path is creating a new way to share photos privately, asking

    users to create a new social network altogether.

    The impact on brands

    Look for advocates and embrace them. A picture speaks a thousand words,

    and an ecstatic customer clutching your product, sharing their favourite

    moment or promoting your brand becomes priceless.

    Engage in order to understand and manage negativity. Turning a blind eye

    to new social media sites is not a viable long term option, and the new breed

    of picture sharing sites provide fertile ground for angry customers to vent,

    and be listened to.

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    Social Media MissionControlSocial media monitorings rise in importance in the organisation has done

    several things for the switched-on brand throughout 2010.

    It has joined up the way departments operate in ways never seen before.

    Mixing media monitoring with customer care, product planning, PR,

    marketing, advertising and CRM has meant that the focus on listening tosocial media buzz from the consumer has never been greater.

    Whilst many organisations are now beginning to experiment with the use of

    centralised teams operating specialist social media monitoring dashboards,

    the most sophisticated are already running highly evolved monitoring and

    reporting systems.

    Brands in 2011 will seek to embrace a social media mission control, and the

    impact will be seen on a micro and also a macro level.

    MicroThe aim is to convert to happy customers at all times. The impact is not only

    increased sales, but also word of mouth and individual customer experiences

    negatives can be dealt with on a case by case basis and fed through

    customer care.

    MacroListening to key trends is allowing organisations to better manage corporate

    reputation. This can range from spotting the next news issue as it rst leaks

    on the web to understanding how to control it before it begins to control

    the brand. Listening also enables a communications planning function tooperate more effectively taking into account the real picture of inuence on

    the brand in the media eye.

    Perhaps the most melodramatic case study shared

    openly by a brand in 2010 was Pepsicos

    Gatorade brand and its Social Media

    Mission Control. Six plasma screens line

    the walls in front of duty staff, busy

    analysing buzz about the brand, its

    ambassadors and feedback from

    customers.

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    Although not every organisation will feel the need to invest to such a degree that a

    control room is the new must-have, it will be in evidence on the computer screens of

    the communications teams who will be operating the same set-up, albeit virtually.

    The result: the crisis, the new social network, the life of the community manager, the

    ability to deal with privacy and regulation, all these aspects will become innitely

    more manageable with the proper structures put in place to do so.

    Tip:

    Start using more free and

    paid social media monitoring

    tools and upskill colleagues and

    agency teams so that they become

    experts. Begin asking customer care,

    planning and advertising teams how

    they would change things if they

    could see the information you start

    collecting.

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    The brand is the new content owner, creator and publisher of the modern

    era. The big, successful brands using social media boast audiences far greater

    than many traditional media outlet. These audiences are opt-in. They are

    hungry for content, and as a community, need to be managed as carefully

    as a traditional media outlet manages its readership.

    If you were to take a look just at Facebooks biggest brand pages you wouldsee the challenges facing many brands to manage at size and scale. Texas

    Hold Em Poker has 28 million fans on Facebook that receive daily updates.

    Coca-Cola has 19 million, Starbucks 18 million, Oreos 14 million. Twitter is

    dominated in terms of the largest accounts by celebrities, but brands such as

    Whole Foods and Zappos both have just under 2 million followers.

    But not just for the big brand is the management of the online community

    a delicate operation.

    In 2011 we will see the role of the community manager become intrinsic to

    the success of the brands ability to engage that community.

    Even now in 2010, it is noticeable just how important the role of community

    management is. Skills are scarce, sometimes the function is performed by

    an agency, sometimes a team, sometimes a single person. The balancing of

    content creation, planning, storytelling, event organisation and linking into

    other communication departments is complex.

    Whos your community manager will be the phrase doing the rounds in

    marketing and PR departments throughout 2011.

    CommunityManagers Rule

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    Tip:

    If you dont already, begin thinking

    about your social media channels

    more like CRM systems. Plan integrated

    content calendars that create and maximise

    community engagement. Think about

    timing, variety and calls to action. And

    make the most out of all social networks

    at your disposal across all platforms

    and media types.

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    33 Digital is an international agency spanning the PR and digital industries.

    The agencys sole purpose is to help brands communicate effectively to

    digital communities.

    33 Digital is sister agency to Hotwire and was set up to offer specialist digital

    and social media PR and marketing services. 33 Digital goes a step beyondonline media relations. The team is experienced in community building,

    web development and SEO while retaining a strong understanding of PR

    and comms strategy development and the kind of messaging that builds

    editorial media headlines. All this with an international outlook, equipped

    to cope with campaigns of different levels of complexity across geographies.

    All of 33 Digitals team are experienced communications professionals, as

    deeply entrenched in digital media as the audiences they reach out to. 33

    Digitals expertise comes from a heritage as PR and marketing consultants,

    with experience working on campaigns in consumer, b2b and technical

    industries. It means the team sees the opportunity and navigates the pitfallswhile others are still learning the way.

    www.33-digital.com

    Over the last ten years, Hotwire has become one of the worlds leading

    PR agencies due to a number of clear differentiators. One differentiator is

    industry insight; through a practice based structure specic teams address

    selected industries and verticals. And, only by being as transparent and

    measureable as possible can Hotwire give clients the value and clarity they

    need to manage their PR and reputation. This has led to an approachwhere Hotwire looks at output/ROI, outcome and business outcome for

    every programme we run.

    Hotwires international footprint is also of signicance. Hotwire has ofces in

    the major European markets and sister agencies and afliates throughout

    the world including 33 Digital and Skywrite PR. Last but not least is

    creativity. Creativity runs through all programmes and Hotwires approach

    to practical creativity has led to a number of award wins.

    www.hotwirepr.com

    About 33 Digital &Hotwire

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