mapexpo 2013 - emily birks (communications manager, paypal australia)

The Many Facets of PR

MAPExpo 2013

Emily Birks, Communications Manager

PayPal Australia, eBay Inc

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Firstly, let me introduce myself…

Bachelor of Communications

(Journalism)

BMcD – Sophos / Lexmark

8+ years experience in communications

industry

Too many media releases written and calls to media made

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INDUSTRY EXPERIENCING A PERIOD OF CHANGE

– We are in a digital age

– New era of engagement

– Transformative media

– More than ever, communications

needs to change behaviour and

influence decision making.

ALWAYS ON COMMUNICATION

BRANDS ESTABLISHING OWNED MEDIA CHANNELS

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DEFINING OUR ROLE

What we do is shape opinion…

We do this by being writers, designers, builders and strategists, conversation-starters, reputation-guarders and attention getters.

*Weber Shandwick

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COMMUNICATIONS – THE HATS…

• Opportunistic - Today Tonight, The Project, Morning TV

• Marketing Lever – Integrated Communications

• Strategic – Thought Leadership, Risk, Brand

• Complementary – Vertical strategy, mobile purchasing

Vision: Make PayPal an essential tool in Australians’ everyday commercial life.Mission Statement: Demonstrate how PayPal is shaping the future of money and retail by enabling anytime, anywhere, any way payments, and evolve perceptions of PayPal as a trusted and innovative payments enabler amongst consumers, small businesses and large retailers.

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LAST WEEK…

?

1. Content creation

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WHY IS CONTENT IMPORTANT?

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COMPETING FOR ATTENTION AGAINST OTHER BRANDS, BUT ALSO FRIENDS AND FAMILY

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IN THE AGE OF SOCIAL, SMART BRANDS SHOW RATHER THAN TELL; PROVIDE HELP RATHER THAN HYPE

ROLE OF VIDEO – Comprehension, Personalisation, Branding, Inspiration

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Consumers 3x more likely to click video

over links

57% have purchased as a result of seeing a

product in a video

46% of Internet users watch brand related video every week

4 hours per week are spent on mobile

Internet

Video content best suited to mobile

devices. Most shared in social media.

Animated explainer videos increase

conversion rates by 20%

YouTube is the second most popular search engine in Australia.

11m UVs per month.

Emergence of branded content movement from advertising to

storytelling

Two thirds of the world’s mobile data

traffic will be mobile by 2016

Visual media is the most effective

communication format

The number of videos viewed in AU grew by

20% in 2012 yoy

Video content provides strong brand uplift and

recall

2. The power of influence

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INFLUENCING STAKEHOLDERS

– Responsible for managing reputation and perception with key stakeholders

– Importance of quality engagement to influence a specific audience over quantity

– At eBay Inc we use the leverage of third party endorsement (media, influencers, identities) and look for high value amplification channels (social, owned properties, media, conferences, etc) to deliver the agreed messages to our designated audience groups with a view to change behaviour, move perception or confirm held beliefs.

Mainstream

Trade

3. Creative thinking

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CREATIVE THINKING

Creative business ideas need to tick some of these boxes: – Be developed with an understanding of the consumer,

category and brand truths– Be insight led – Drive conversations amongst target audience – Create a movement – Change opinions and behaviours– Ladder up to a business objective

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EXAMPLES OF SUCCESSFUL CREATIVE IDEAS

Importance of integrated planning and measurement

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MEASURING OUR IMPACT

Some key measurement pillars we use are:

• Core Business Metrics

• Publishing metrics (owned) – Where it is possible, track activity following interaction with owned sources (blog post, Google search, Facebook, YouTube)

• Press Office metrics (earned) – Track earned media influence, includes traditional measures such as reach and core message pull through

• Targeted project metrics (e.g., drive registration for X product) –When activities are targeted - i.e., drive interest and registration for X product – track web referrals, registrations and other relevant metrics to determine success

Q&A

Communications Team Offsite 21

5 TIPS FOR STARTING OUT IN OUR INDUSTRY

1. Be curious

2. Be active

3. Be conscious

4. Develop strong business acumen

5. Be ready to get your hands dirty

Thank you

Emily Birks

ebirks@paypal.com