Global Communications Trends in 2015 (navos study)

Our partner agency in Germany, navos public dialogue consultants, surveyed communications professionals in more than 10 countries to identify key industry trends for 2015.

The survey results show that societal, technology and government changes have changed the tool box of the communications professional. Communications strategies also adapted to the way consumers and business audiences get and consume information. In some countries, including Poland, Spain and Russia, media laws have changed and, therefore, also had an impact on the PR sector.

While media relations is still a core discipline, social media marketing continues to become an integral part of communications programs.   The study “Trends in Global Communications 2015″ is available for download on the navos website  – http://www.navos.eu/wp-content/uploads/2014/12/141216_navos_kooperationen_pr_trends_survey.pdf.

navos trends in global communications 2015


Two Charity Campaigns that Went Viral

By Julian Steinforth, Expedition PR

According to BBC News people donated $98.2 million to the Amyotrophic Lateral Sclerosis (ALS) Association from July 29 to August 28 this year – compared with $2.7 million donated during the same period last year. All thanks to its Ice Bucket Challenge. Celebrities, politicians, business executives were among the thousands of people all over the world who took part in this clever social media campaign, including former President George W. Bush, Facebook chief executive Mark Zuckerberg and performer Justin Timberlake. The campaign faced some criticism.  Not all #ALSIceBucketChallenge participants mention the disease and some celebrities use it more as a PR stunt for themselves. But as a marketer you have to admit that the campaign turned out to be a success and has achieved its overall goal: to raise awareness for ALS. According to BBC News the ALS Wikipedia page had 2,717,754 views from August 1 to August 27 this year, a significant increase compared to the 1,662,842 people who had visited the page during the preceding 12 months. By August 29 the Challenge had gained 4,483,726 Twitter mentions and increased its followers to 22,000, from 8,975 in early July.


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3 Common Mistakes Marketers Make When Trying To Make Their Campaign Go Viral

By Julian Steinforth, Expedition PR

Photo: Markus Spiske

Photo: Markus Spiske

There is not shortage of articles that offer advice on how to create marketing content that can go viral. However, nobody can tell you for sure what mechanism works behind the phenomenon of viral campaigns: content that gets shared and commented on by millions of people worldwide.

The foundation of inbound marketing is simple: companies need to involve their audience in the creation process. David Spitz writes in his recent article for the Harvard Business Review that we need to change our thinking and ask ourselves “Who are the multipliers we are trying to reach with this campaign?” instead of “How can I make my content go viral?” For a B2B marketer aiming for a “viral” campaign could be even ineffective and a waste of marketing budget, since almost every viral content is targeting the mass market. Social media platforms have become the main source of content discovery and a major channel for audience engagement. Continue reading


These Social Media Marketing Campaigns Scored Gold During The FIFA World Cup (Part II)

By Julian Steinforth, Expedition PR

World CUp Hummels SchachThe first part of the article on how the FIFA World Cup was breaking new records for social media marketing discussed the level of social media activities on Twitter, Facebook, and Instagram, among others, as well as the type of content that was shared by millions of soccer fans around the world.

The second part takes a look at some of the brands that had successful marketing campaigns during the World Cup, getting fans engaged about sportswear and solar power.

Let’s start with adidas, a designer and manufacturer of sports apparel and shoes, and one of the official World Cup sponsors. About 100 athletes that participated in the World Cup had a signed sponsorship contract with adidas. The company had created a “Content Bible” of 1,000 images and 160 videos that the social media marketing could use during the Games to feature the players and tailor messages based on game outcomes. The result, over 1.6 million tweets, retweets and replies mentioned the brand during the first weeks of the tournament. The company’s YouTube audience also doubled, with more than 200,000 new subscribers since the Games started.  By showing 4 to 5 YouTube videos a day adidas gained 90.3 million views for their World Cup videos in total.

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The 2014 FIFA World Cup Is Writing Social Media History

By Julian Steinforth, Expedition PR

neymar-for-beats-by-dre-256x300This Saturday the FIFA World Cup 2014 enters its second stage with the round of sixteen. Long before the finals, the World Cup has already set a world record. The games have become the biggest social media event ever, according to a report by The Wall Street Journal that references statistics from Facebook and Twitter.

– A total of 141 million users posted 459 million interactions on Facebook during the first week of the World Cup, which is more people posting than during this year’s Super Bowl, the Oscars and the Sochi Winter Olympics combined.
– With 12.2 million tweets during the World Cup opening game and eight million tweets during the U.S. game against Portugal the World Cup is trending on Twitter. Athletes and fans from across the world are tweeting, retweeting and sharing content.

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Five Apps That Let You Participate In The FIFA World Cup 2014 in Brazil from Home

By Julian Steinforth, Expedition PR


Source: IMS http://ow.ly/xQ4Fk

Source: IMS http://ow.ly/xQ4Fk

The FIFA World Cup 2014 in Brazil is around the corner. The opening game will take place this Thursday, June 12, at 4pm EST. Americans are lucky this year as the time difference to Brazil is only one hour from the East Coast. However, not everyone might be able to watch all the games. To stay on top of the score and participate in the world’s biggest sports event from anywhere, we put together a selection of social media apps.

Brazil 2014 Countdown: If you are literally counting the seconds until the World Cup 2014, starting with the kick-off game between Brazil and Croatia, this app will be helpful for you. You can count the final minutes and seconds until the first game begins.
FIFA Official App : The official FIFA App is good for following your favorite teams throughout the year and for getting breaking news, photos and videos during the World Cup. The app is free, simple to use and well designed. A great feature is the FIFA/ Coca-Cola World ranking, showing on what rank your favorite team’s potential opponent is listed in the world.

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Building Your Business’s Twitter Presence from Scratch

By Andrés Uribe, Expedition PR

If a Tweet is published from an account with no followers, was it ever really published? Ok, I’m kidding of course, but if you’re reading this I’m sure you know how frustrating Twitter can be when you’re just starting off and have a small following. The fact of the matter is that #Winning like Charlie Sheen and making it to 900,000 Twitter followers in 24 hours just isn’t going to happen for the majority of us. If you’re a new company and just starting out on Twitter (or Saxophonist John Klemmer and been tweeting since 2009 on a verified account with only 166 followers to date), don’t be too down on yourself if it takes you over a month just to get to 900 followers.

twitter-follow-me-iconWhile keeping in mind that there is a difference between simply getting your Twitter follower number up and having people actually interested in your product follow you; here are some techniques you can use to help put your account in front of people who will be interested in reading what you have to Tweet:

Competitors Followers – A good place to start with any new Twitter account is to look at your competitors’ Twitter accounts and follow the users who follow them. When you follow these users they will get a notification from Twitter and are usually happy to learn about a new product that is similar to something they are currently using. From here you can expand this strategy to accounts of products that your target customers might also use. Continue reading


Pro Tip: Social Media Tools That Will Change Your Life

By Andrés Uribe, Expedition PR

Most people know that, and in case you didn’t know, there are many social media tools out there for you to explore. Some, like Hashtracking and Hootsuite, can be very helpful with managing multiple accounts or keeping tabs on a marketing campaign’s internet-marketing-toolshashtag. Other social media tools, like Bad Luck Brian and Scumbag Steve, are good for a few laughs, but won’t help you with much else. After having carefully navigated the internet for social media tools and painstakingly filtered the Hootsuites from the Bad Luck Brians, here is a list of tools that might be of help on your next social media marketing campaign: Continue reading


Hollywood’s A-List Rules Twitter

This post was originally published by ACM Computers in Entertainment on March 31, 2014.

Ellen DeGeneres Group Selfie During the Oscars Proofs Entertainment Content Rules Social Media and Shows the Marketing Power of the Second Screen

By Katja Schroeder, Expedition PR

Ellen DeGeneres’ group selfie featuring herself, 10 A-list celebrities and the brother of Academy Award winner Lupita Nyong’o during the Oscars on March 2nd was a slam dunk on Twitter for Hollywood. Within a few hours the star-studded selfie dethroned President Obama’s victory photo as the most retweeted picture on Twitter in history. To date it has achieved more than 3.4 million retweets and prompted parodies, including one from The Simpsons.  In comparison, Obama’s victory photo was shared 780,000 times.

At the one million retweet mark, Twitter honored Ellen DeGeneres for setting a new world record with – what else – a Tweet.

The envelope please….to @TheEllenShow – this is now the most re-tweeted Tweet with over 1 million RTs. Congrats!

— Twitter (@twitter) March 2, 2014


If you are not one of the over three million people who retweeted or liked the picture since the Academy Awards ceremony, this is the famous tweet that started it all:

If only Bradley’s arm was longer. Best photo ever. #oscarspic.twitter.com/C9U5NOtGap

— Ellen DeGeneres (@TheEllenShow) 3. März 2014

With the exception of Meryl Streep, who according to media reports exclaimed at the group shot that she has never tweeted before, entertainment celebrities have the highest following on Twitter. Continue reading


Preparing for your Product Launch: Choosing a Communications Mix

By Andrés Uribe, Expedition PR

As our 2nd ebook, Preparing for your Product Launch is nearing the end of production, we thought we’d give you another sneak peek at what’s in store for you. Chapter 4 will cover how to choose your communications mix. Here is a quick preview:

Poser_MarketingOnce you’ve chosen a target audience picking your communication channels becomes easy; simply make sure your product’s name is in places where your target audience will see it. Well at least that’s the simplified version. With so many choices, anywhere from social media to sandwich boards, it can become difficult to identify where your customers hang out.

Here are a few steps to help you identify which channels will give you the best chance of being noticed by the people most likely to purchase your product.

1. Consider ALL channels available to you. Surely going into this you will have some idea of what platforms to conduct marketing campaigns on in order to hit your target audience. Well this is the part of the process where you forget those preconceived notions of what your communications mix will look like and take a moment to consider all of your options. There are literally thousands of channels to communicate your message across. A great way to start the process of finding the right channels is by finding a list of marketing channels, like this one, and going one by one and highlighting the ones that might work for your product. Continue reading