Wildfire Tech PR Blog

Seven digital fundraising lessons from my London Marathon experience

Posted by Ian McKee on Apr 24, 2015

London MarathonI’m not sure how it seems to you, but to me the London Marathon on Sunday is looming like a giant planet that has been slowly encroaching into the Earth’s orbit for the last four months and is suddenly about to make impact.

OK perhaps that’s a little melodramatic. It’s not quite on the ‘apocalyptic’ scale. There’s a healthy dose of excitement in amongst the nerves and trepidation.

But it will be my first marathon, and I have foolishly told lots of people that I’m going to do it in rather a quick time. Which feels like a bit of a mistake at this point.

So that’s one lesson learnt. I also learnt a few lessons about running lots and eating properly. But those aren’t the lessons I want to talk about here.

I’m running the marathon for a charity, the Cystic Fibrosis Trust, and have learnt a few things about digital fundraising on the road to my target.…

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Can marketing attribution models save PR measurement?

Posted by Ian McKee on Apr 15, 2015

The reason the old standard models of PR measurement no longer cut it can be summarised thusly: the internet.

It’s pretty obvious to anyone familiar with these old standards that they’re just not going to work in a world of blog posts, tweets, viral content and multiple screens.

If you break it down further, however, the problem is even more fundamental. Pre-digital era, the basic measurement methods were circulation, and AVE; advertising value equivalency.

PR has always been measured against the ‘known value’ of its big brother advertising (for anyone not familiar with AVE, it basically involves saying a half page of advertising is £X, therefore our coverage is £X). The irony of this being that, of course, no one really knew the true value of advertising either.

So how on earth PR’s worth was determined as an equivalent of what was already of unknown value is anyone’s guess. The metrics were clearly faulty before the internet came along and ruined everything.…

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PR social strategies have got to change

Posted by Sanjay Dove on Mar 25, 2015

7910370882_39d180fb66_nOnce upon a time, when social media was still this new-fangled thing that businesses didn’t totally understand (and your grandma called it “The Facebook” and “The Twitter”), businesses paid PR agencies to build online communities on social media.

That was — in a nutshell — our job as far as social media strategy is concerned. Grow the company’s following online

As the digital world has progressed, we’ve now succeeded in building these communities. So what’s next for us? The CMO is well within their rights to say “thank you very much PR folks, we’ll handle things from here now” and take things in house. But if we’ve worked on building a community from scratch, it’s become our baby. While we’re not going to want to relinquish control we have to give good reason for why control should lie with us.

Meanwhile 70% of marketers expect to spend more on social in 2015, and we can’t assume that a big chunk of that is going to come our way.…

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‘Facebook at Work': It might be time to change your Facebook photo

Posted by Alex Perryman on Dec 10, 2014

I’m going to confess something: I spend an unhealthy amount of time on Facebook.

Beyond my professional duties of helping to administer or contribute to various business pages, far too much of my life is lived in The Big Blue app.

Like many, I use Facebook to scream my ill-informed (and often quite political) views at friends who, being friends, will shrug and ignore me. No damage done. And, like many, I keep my personal and professional lives separate. ‘LinkedIn is for business, Facebook is for personal use’. Frankly I’d prefer my superiors aren’t subjected to my Malaga snaps.

Hence why I’ve tracked news of Facebook’s separate Facebook at Work project with interest. I feel like the idea of being able to run two completely separate streams has merit.

However, I’ve noticed a fairly worryingly trend occurring in Facebook.

Facebook seems to have started very aggressively recommending ‘people you may know’ that I am connected to through work.…

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Oreos, YouTube and transparency in social media marketing

Posted by Louise Andrews on Dec 08, 2014

OreoThe need for transparency when it comes to paid-for product promotion came to the fore recently, with the Advertising Standards Authority’s ruling that a video paid for by Oreos that featured YouTube stars broke advertising code.

The popular chocolate biscuit brand paid a host of YouTube stars to promote its product in videos.

Now there’s nothing fundamentally wrong with these vloggers receiving money for their brand endorsement efforts. The issue is that they must make it very clear to fans and viewers that they aren’t simply doing this out of their love for the product.

As The Guardian reports, Mondelēz, the parent company for the Oreo brand, said they weren’t intentionally trying to be misleading and each vlogger did state they were working with Oreo. But in the words of the ASA, the ads must be ‘obviously identifiable marketing communications’.  According to the ASA, they were not.

What does this landmark ruling mean for brands, marketers and their PR agencies?…

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