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