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

YOUR LOGO YouGov partnered with PRCA to survey 136 agency and in-house PR professionals between 23 rd September and 4 th 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 METHODOLOGY

WHY USE DIGITAL?

YOUR LOGO WHY IS YOUR BRAND ON SOCIAL MEDIA?

YOUR LOGO 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

BUDGETS

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

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

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

YOUR LOGO AREAS OF DIGITAL THAT BUDGET IS SPENT ON

USE OF AGENCIES

YOUR LOGO DIGITAL SERVICES FROM AGENCIES

YOUR LOGO 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

YOUR LOGO BIGGEST CLIENT DEMANDS REPORTED BY AGENCIES

YOUR LOGO 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 % of their revenues from digital in 12 months’ time

YOUR LOGO REASON YOUR COMPANY CHOSE THE PR AGENCY THAT HANDLES DIGITAL/SOCIAL

OWNERSHIP

YOUR LOGO WHO HAS OVERALL OWNERSHIP OF CONTENT CREATION?

YOUR LOGO WHO HAS OWNERSHIP OF… FACEBOOKTWITTER LINKEDINBLOGS

YOUR LOGO CONFIDENCE IN ROI

CONCLUSIONS

YOUR LOGO 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 THE GOOD NEWS

YOUR LOGO 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) THE BAD NEWS

YOUR LOGO 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