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DIGITAL PR REPORT 2013 #PRCADIGITAL

DIGITAL PR REPORT 2013 #PRCADIGITAL. Danny Whatmough. CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman. METHODOLOGY. YouGov partnered with PRCA to survey 136 agency and in-house PR professionals between 23 rd September and 4 th October

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DIGITAL PR REPORT 2013 #PRCADIGITAL

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  1. DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

  2. METHODOLOGY • YouGov partnered with PRCA to survey 136 agency and in-house PR professionals between 23rd September and 4th October • Across business services, finance & banking, technology & telecoms, charities & NGOs, Government and other sectors • In-house respondents include directors of marketing/comms, heads of marketing/comms, head of press/PR • Agency respondents include CEOs, MDs, Partners and Directors

  3. WHY USE DIGITAL?

  4. WHY IS YOUR BRAND ON SOCIAL MEDIA?

  5. OTHER… To participate in public debate, amplify spread of key messages As we move to a content producer format, rather than straight forward press office Financial cutbacks on all other traditional brand promotions

  6. BUDGETS

  7. BUDGETS 46% Of organisations only spend 1-10% of their marketing budget on digital / social media

  8. BUDGETS 46% Of organisations only spend 1-10% of their marketing budget on digital / social media …With the next biggest being 11-20% and 21-30%

  9. DIGITAL PART OF MARKETING BUDGETS… OVER THE LAST 12 MONTHS HAVE: IN THE NEXT 12 MONTHS THEY ARE EXPECTED TO:

  10. AREAS OF DIGITAL THAT BUDGET IS SPENT ON

  11. USE OF AGENCIES

  12. DIGITAL SERVICES FROM AGENCIES

  13. OTHER AREAS AGENCIES WILL BE OFFERING CLIENTS IN FIVE YEARS… Mobile marketing Digital and social analytics A bunch of stuff we’ve not discovered yet

  14. BIGGEST CLIENT DEMANDS REPORTED BY AGENCIES

  15. AGENCY REVENUES FROM DIGITAL 28% of agencies made 1-10% of their revenues from digital 12 months ago 22% of agencies are currently making 11-20% of their revenues from digital 16% of agencies expect to make 21-30% of their revenues from digital in 12 months’ time

  16. REASON YOUR COMPANY CHOSE THEPR AGENCY THAT HANDLES DIGITAL/SOCIAL

  17. OWNERSHIP

  18. WHO HAS OVERALL OWNERSHIP OFCONTENT CREATION?

  19. WHO HAS OWNERSHIP OF… FACEBOOK TWITTER LINKEDIN BLOGS

  20. CONFIDENCE IN ROI

  21. CONCLUSIONS

  22. THE GOOD NEWS • Client digital budgets are growing, albeit slowly • Many of the areas they are investing in, e.g. content creation, are natural PR industry expertise • Huge growth in agencies providing SEO, web design and customer monitoring services • Many agencies expecting to grow their digital revenues to 21-30% by next year • In-house PR/comms teams are natural home for content creation and ownership of channels like Twitter, Facebook and LinkedIn

  23. THE BAD NEWS • Many in-house comms teams reporting a lack of budget/staff to be able to manage digital channels properly • 46% of brands report only1-10% of marketing budgets go to digital/social • Some of the key areas of focus include SEO and web design and build – not core PR agency offerings, although many do • Many brands still unconvinced by PR agencies’ abilities in online reputation management and social network strategy (although they want them to take these on)

  24. DIGITAL PR REPORT 2013 PANEL DISCUSSION CHAIRED BY DANNY WHATMOUGH, KETCHUM Pete Sigrist 33 DIGITAL David Gallagher KETCHUM EUROPE Jed Hallam MINDSHARE Candace Kuss HILL+KNOWLTON STRATEGIES

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