StreamYard On-Air

Why PR has an attention advantage on social - and why it's the key to greater brand effectiveness

Why attend: Attend this webinar to understand the vital importance of attention in social content consumption. You’ll learn how quickly social media users attention picks up and drops off and the implications of this for your social media content. 3.25 pm Chairperson's welcome Ben Smith, founder, PRmoment 3.30 pm Understanding the Impact of Attention on your Content Anna Wilson, chief innovation officer, Tangerine Communications The results of eye tracking experiments to understand users content consumption habits Linking attention to intent The association between content consumption time, positive sentiment and purchase intention Why brands need content at the top and bottom of the funnel to maximise impact 3.55 pm Case study: Specsavers’ Best Worst Team in the World Campaign Lisa Hale, head of consumer PR, Social Media & Brand Activation, Specsavers Why Specsaver’s Best Worst Team content series is capturing the public’s attention The combined power of sport and humour to reach young people Why community plays such an important part of this campaign’s success How the campaign creates an emotional connection to Specsavers How the Best Worst Team content series is produced Why editorial stories capture audience attention mid funnel How season 2 of this an 8 part youtube series brought Should've gone to Specsavers to life for a Gen Z audience, delivering a 10% incremental brand reach and 70% increase in consideration. An insight into the success KPIs from the Best Worst Team campaign 4.20 pm A comms director perspective: How to unite PR and Social within an organisation Clara Biu, former head of PR events and social impact, Just Eat How to unite PR and social within an organisation What content are the social team best at? What content should the PR team own? How to create an integrated content calendar with built-in flex for newsjacking Does PR have a content production problem? The importance of channel specific production

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