15 areas of work in progress for 2015Stephen Waddington@wadds презентация

and social media in 2015

and income no longer work. Marketing segmentation was never that simple but in 2015 social media subvert all norms and hierarchies. Listen, and I mean really listen, and then let's have a conversation based on what I say, and more importantly, what I do.

90s but is instead a nod to channel integration. I met a radio presenter last month who said social media had given his career a shot in the arm and had become almost as important as his daily broadcasts. The feedback loop and direct relationship with an audience created by a combination of media is incredibly potent. Choose your media wisely.

network giant were wholly unfounded. Facebook is truly becoming a utility. Now a decade old it has 850 million daily users (September 2014). It's like the phone network but much more powerful. Facebook’s understanding of human relationships is incredible fodder for marketing and public relations, psychology, and in time, history itself.

an idle five minutes. I tweet brands that sponsor content on Twitter and ask them a question. Do it and see how often you get a response. The use of industrialised marketing tactics in social media has got to stop. Consumers are starting to fight back and this approach certainly won't work in messaging networks.

web. That's because conversations take place across the social sites that readers choose and are rarely on the original publisher's site. I use a WordPress plug-in on my blog to hoover up comments from across the web. You could always make my day and leave a comment below with your thoughts about this blog post.

enthusiastic on social networks in a bid to seize the moment. This issue particularly relates to the rise of so-called content marketing. The results are polarised between the minority of campaigns that are rooted in listening and engagement, and the majority that make a lame effort to tame the zeitgeist and churn out bland content.

campaign planning across fragmented forms of media and devices. Think hard about your workflow and how you can best integrate tools to deliver against your campaign objectives. Challenge vendors to demonstrate how their tools can help you deliver the outcomes that you need.

the people on the payroll. Yet most organisations gag their employees with policies and rules. Equal effort should be applied to external and internal publics. My tip would be to always start with your internal stakeholders and work out.

organisation does and what it says will be called out. You can see the result day in day out played out across social forms of media. Traditional media frequently harvests lousy examples from Facebook or Twitter. You can put lipstick on a pig but it will still be a pig.

is an ongoing work in progress, much like our business itself. We're moving from being generalists to having broad knowledge of our discipline and a specialist in an area such as research, planning, strategy or content. Never stop reading or learning.

work in progress. Publishers and networks are all trying to figure out how to develop sustainable business models. In order to optimise campaign investment, paid media may need to be integrated into earned campaigns and earned media into paid campaigns. Public relations practitioners need to get over the fact that sometimes you simply have to pay for it.

investment for your work you can't expect to receive appropriate remuneration for your effort. It's not rocket science; it's basic economics. AMEC's Valid Metric Frameworks and Google's channel attribution model are good starting points.

really struggle in an era of fragmented media. There's simply too much noise. The purpose of an organisation should be rooted in its values and core to every aspect of its communication. Values should define what an organisation says and does as much as what it doesn't.

that memorable brands tell stories that respond to the motivation of their public or audience across all forms of media. Award winning work is based on smart creative. The content frequently engages the audience directly as part of the campaign. Tell me a story.

of an organisation. It's shifting from the communication department to human resources, customer service, sales and product development. It is the ears, eyes and mouth of an organisation, and increasingly the conscience.

Professor of Practice in Public Relations at the University of Newcastle. If you’d like to discuss any of the issues raised in this deck please contact Stephen at Stephen.Waddington@ketchum.com