Communications and PR

1. Strategy of associates Engagement through
technology
Shereen Shaheen

2. CONTENTS
• WHY COMMUNICATIONS
• INFLUENCER MAPPING
• PROCESS
• REPORTING & KPI MANAGEMENT
• SUCCESS STORIES
NEXT STEPS

3. Why Do You Need Communications?

4. 4
Activating Communications Marketing: Edelman's philosophy, narrative and approach
Submit

5. 5

6. 6
Activating Communications Marketing: Edelman's philosophy, narrative and approach

7. Dreamer Analyst
Visionary who pluck options &ideas out of the air and
give them focus he does not give up easily
He tries and tries again
Connect with him at work by giving him room to dream
and his personal space
Detailed oriented critical thinker
Problem solver with a strong drive to get the job done rith
To connect with her at work pay attention to detail ,be well
organized and stick to the facts
7
Activating Communications Marketing: Edelman's philosophy, narrative and approach

8. A persuader Controller
Draws his strengths from outgoing optimism ,being an
entertaining persuasive communicator
He longs for appreciation
Connect with him at work respond with enthusiasm and
appreciate his spontaneity
Put details down on paper and he will lose his way
by giving him room to dream and his personal space
To connect with her /him make him the center of
attention
Fearless competitive result oriented direct and self confident
Driven by over riding desire to get the job done
To connect, give her options and alternative
To connect with her at work pay attention to detail ,be well
organized and stick to the facts
Bury what you want among the options and focus on it
Let her or him know that you understand and appreciate what you
do best and above all do not waste her /his ime
8
Activating Communications Marketing: Edelman's philosophy, narrative and approach

9. Being convincing 3 Key Elements
Trust: trust can precede you implecetly in your title,your credential your reputation.It is earned at first contact through your attitude and
personal package .
Logic: your position presentation and point must make sense
Emotion: your argument must appeal to the imagination and thus to the emotions
KFC
Know what you want: Define what you want in positive terms and preferably present tense
Find out what you are getting :pay attention to all the feedback you get and learn from it so that you can determine what is moving toward
your goal
Change what you do to get what you want :If you do not get what you want try different results until you get it
9
Activating Communications Marketing: Edelman's philosophy, narrative and approach

10. Influencer Mapping

11. The World In Which We Operate
What is Public Relations? What is Brand PR?
A strategic communications process that
builds mutually beneficial relationships
between an organization and their
audience.
To build awareness, create curiosity
and word-of mouth and therefore spark
a purchasing change based on
compelling information that is of benefit
to BP
PR isn’t just another marketing channel – it’s a driver of
Relevance, Credibility and Engagement
More simply, as it relates to BP, it is ‘an organization creating AWARENESS and NEED for
its brands’

12. Communications in a Modern World
It’s much more interconnected
Consumers get paid & earned in all channels at all times
The more associated a message is with paid, the less it is trusted
Source: The Nielsen Company, inPowered 2014
A New Kind Of Brand
In today’s democratized, socialized and digitized environment,
brands can no longer demand attention, they must earn
attention.
Brands are only relevant if they have something unique, interesting
and relatable to say.
PepsiCo has a huge opportunity to bring its campaigns to life by
identifying the purpose and telling brand stories
A New Kind Of Brand
Reinforce and build credibility through experts
Open new channels of communications via social
Build relationships through 2-way dialogue, storytelling and
authentic consumer events and experiences

13. Brand Behaviors
The most successful and memorable campaigns have
connected with their audience by appealing to human
emotion.
Connecting With Your Audience
There are seven key behaviors which will ensure PepsiCo
brand campaigns truly engage with their target consumer.

14. “I don’t tell my friends
about you because I like
your brand, I tell my
friends about you because
I like my friends”
Carol Potter – Vice Chairman, Communications
Marketing for Edelman APACMEA

15. Brands win when they empower peer to peer conversations.
Via influencer mapping BP can identify the most relevant influencers and develop a strategically focused engagement model which will
drive awareness of the campaign and the brand’s key messages.
We have been engaging influencers effectively on ad hoc campaign however to ensure we leverage the true power of influencers we
must contract influencers to build authentic ongoing relationships and create content through the year.
Engaging Influencers
Identify and engage the right people to talk about your brand
PR professionals are best placed to manage these influencer relationships because:
 they understand how to identify the right influencer through a rigorous mapping process
 they have visibility of what brands and influencers are currently communicating in the F&B industry
 they understand the importance of earning exposure rather than demanding it
 As expert storytellers they will work closely with influencers to create organic , sharable and credible content

16. Chose influencers solely based on popularity and followers
Rights & Wrongs
Chose influencers based on engagement levels and are in
resonance with the target audience, even if they have less followers
How PepsiCo currently works with influencer VS how PepsiCo should work with influencers
Work with influencers on an ad-hoc/ campaign only basis and
short term contracts
Develop a long term partnership with influencers so they become
true brand custodians. Long term contracts will also be more cost
effective, more outputs for less cost per post/activity.
Chose influencers that ‘love’ everything (‘jack of all trades’)
and have no loyalty to a brand/campaign/purpose
Chose influencers that have a genuine passion and will build a true
connection to the brand or campaign
Be predictable - working with influencers that other brands
and agencies work with
Identifying up-and-coming / next big influencers that consumers can
get excited about
Provide content for influencers to post and regurgitate on their
social media platforms
Work with the influencers and encourage organic content that is
believable and shareable
Influencer relationships are managed by other agencies OMD
Fuse with no/very little involvement with PepsiCo Brand
Managers
PR/Media to manage relationship moving forward
Brand Managers to negotiate contracts/ deals with influencers

17. Evolving our Influencer Engagement Approach
AD HOC PARTNERSHIPS INFLUENCER
COLLABORATOR CORE
ONE OFFS
INFLUENCERS ACTIVATIONS
CURRENT STATE FUTURE STATE

18. What PR Needs From You
PepsiCo to provide the following to kick start the influencer program
 Complete Influencer Mapping brief
 Confirm markets for activity
 Sign off on budget
 Brand PR Lead and Marketing team to provide the following to ensure a long-term partnership with
the identified influencers can be maintained
o Influencer ‘starter kit’ or brand introduction gift
o Confirm training of the brand
o Access to select PepsiCo sponsored event – tickets, VIP access etc
o Seasonal/topical gifts e.g. Ramadan hampers
 Edelman DABO to develop the long term strategy program
 Brand Managers and PR teams to have regular influencer meet up/lunches/dinner to build a long
term relationship

19. Examples of Influencer Posts
Pepsi Max UK partnered with magician and
influencer for their #LIVEFORNOW campaign to
create an unbelievable stunt. The content was
shared through Pepsi’s owned social channels
and the influencer’s as well as creating a global
buzz editorially.
Dynamo :unbelievable campaign
6MM views
10+MM Impressions
Pepsi MAX case study

20. Process for an effective
Communications Strategy

21. The Ideal Planning Process
When one BIG idea drives all aspects of the planning the end result is:
Sales-Driving Excitement, Buzz and Media Coverage
1. A new initiative is created (a person,
place, partnership or a thing)
2. All partners are briefed as early on
as possible
3. Internal and external partners create
the “BIG IDEA” including channel-
specific ways to bring to life
4. Marketing team approves the integrated plan
and PR concept
5. PR moves into execution mode

22. EVENTS MANAGEMENT
• Event Objectives
• Target audience/guests
• Requirements for agency
o Invites, RSVP management, décor,
branding, audio, venue sourcing,
gifting, entertainment
• Event outline
• Guests numbers, venue, F&B,
speeches/presentations
• Budget
The Brief
To kick-start any campaign, briefs must be aligned by VP/GM, Brand Lead and Marketing Director
PR
• Background
• PR Objectives
• Key messages
• Target Audience
• Spokespeople
• Facts & Figures
• Press conference before event
• Terminologies to use
• Budget
SOCIAL MEDIA - INFLUENCER MAPPING
• Objectives
• Target Audience
• Language preference
• Total reach expectation of influencers
• Related campaign activities
• Other requirements
• Timeline/lengths of campaign
• Value exchange – what can you offer
influencers, $$/experiences/events
access/product/gifts
• Budget
is a ‘one – stop’ Communications Agency who can work across all three elements from brief, ideation and activation

23. How many cases of product
should PR alone deliver ?

24. Trade Press Briefings:
Press Tours
Hosted Visits
Teleconferences
Tracking:
Coverage
Awareness
Understanding
Speaker Opportunities:
Conferences
Seminars
Public Forums
Strategic Plan:
Masscom Plan
PR Plan
Corporate Vision
Key Messages and
Positioning:
Marketplace
Competitors
Targets
Draft Materials:
Backgrounder
Whitepapers
Releases
User Success Stories:
Beta Users
Industry Specific
Roundup/Awards
Partnership
Announcements:
Technology
Distribution
International
Executive Training:
Speaking
Presentation
Background
Analyst Briefings:
Identification
Visits
Feedback
Message Refinement:
Marketplace
Competitors
Targets
Trade Show Support:
Press Appointments
Private Demos
Walk-ins Public Launch:
Wire services
Webinars
Email Flashes
YOU
The Campaign Process
A fully integrated process involving all parties across all the key elements
Brand PR is a ‘one–stop shop’
Communications Agency who can
work across all stages of the
process from brief, ideation and
activation

25. PR Toolkit
Develop & Arabise
BIG PR Idea
Present plan - V1
Overall Campaign Timeline
- 45 Days + 7 Days
Evaluate
Analyze, listen & report
PR AGENCY
Approval
Tactical PR Plan
approved by VP/GM
Briefing Leads
VP, Marketing Leads,
Brand PR to meet
- 31 Days CAMPAIGN
ACTIVATION
Kick Off
Team integration
& plan kick off
- 7 Days
- 24 Days
Legal
Approval of legal
requirements
- 17 Days
- 38 Days

26. Reporting & KPI Measurement

27. None
That’s not what PR does

28. But here is what PR can do
to have a positive impact

29. If you are losing market share
PR can stem the tide

30. If you are losing brand relevance
PR can engage consumers
differently to gain relevance

31. If your unique selling proposition isn’t
breaking through with your audience
PR can build back credibility

32. If you need to get more
bang for your buck
PR can drive earned media clips
and third-party endorsements
that amplify great content

33. If you want your audience
to share, recommend and intend
to purchase your products
PR can build trust, deepen relationships,
and create meaningful conversations

34. A Customized Approach
Evaluation and metrics is a critical component of any campaign
execution.
Brand leads should establish and agree the measurement matrix so
targets and KPI’s are clearly defined
Measurement should focus on the three areas of a campaign:
• Outputs – Communications Outputs
• the audience facing work of the campaign
• Outtakes – Media and Peer-to-Peer Dialogue
• how media and social networks respond to a communications
campaign
• Outcomes – Opinion Shifts and Behavior Changes/Business Results
• How the campaign impacts attitudes and opinions of the target
audience and impacts business values
Article
Prominence
Visibility Sentiment
Key
Visibility
Drivers
Presence of
key opinion
leaders
Key
message
presence
Intent to
purchase
Perception
change
Total
Impressions
Setting Targets & Goals

35. How media coverage is measured
ONLINE/Social media – Top
Monitoring Services
• Meltwater
• Cyber Alert
Measuring Coverage
PRINT /Radio – Top Monitoring
Services
• Carma
• Mufin
• Media Stow
PR coverage (Earned Media) is measured by Advertising Value Equivalency (AVE) – this is what the editorial
coverage would cost if it were advertising space.
Media monitoring agencies provide PR agencies with the AVE value for each piece of coverage.
The media monitoring agencies receive the advertising rates directly from the media outlet, these rates are
updated and refreshed every 3 to 4 months.

36. “A fact wrapped in a story
is 22 times more
memorable than a mere
pronouncement of the
fact.”
Jerome Bruner, Psychologist

37. What does this mean for PepsiCo?
Develop, pitch and place earned
media stories that amplify your
marketing messages and drive
credibility, relevance and engagement
when shared by your audience.

38. How will Communications do that?
• Putting storytelling at the core of PepsiCo’s Marketing Camping will enable us to create content that is editorial by nature and
social by design
• Use third-party experts to build backstories behind marketing efforts
• Bring the brand to life with an authentic approach to consumer events and experiences
• Create shareable platforms, programs and content for mom to get behind
• Compliment and amplify existing assets without spending big money
• Set objectives and milestones for communications outputs, media and peer-to-peer engagement, opinion shifts and behavior
changes

39. Success Stories

40. Microsoft - Millions talk about the science competition Imagine
Cup
Edelman DABO KSA Case Study
THE BIG IDEA
Collaborate with a comedian and science ‘geek’ to create
compelling content that the target audience – Saudi Youths –
would want to share.
CHALLENGE
Limited time frame to drive awareness and entries for an initiative
which had very little presence online
IDEA
Edelman DABO identified and worked with two leading social
media influencers, Omar Hussein and Faisal AlSaif , to help
spread the word on the campaign by delivering a live Youtube
broadcasts and a constant Twitter stream.
RESULTS:
Microsoft reached out to more than two million people in just a few
hours with more than 5 million impressions and AVE $10 MM

41. 41
Activating Communications Marketing: Edelman's philosophy, narrative and approach
Next Steps

42. UCL Campaign:AVE to achieve ROI 25:1 AVE
Blue Card app will give consumers opportunities to
serve up their own digital blue card during the UCL
matches and submit #BlueCard moments for a
chance to win football prizes, tickets, etc
Develop ten soccer fields across Egypt’s governorates for
the underprivileged to enjoy playing their most favorite
sport. Launch matches between football lovers in the
newly created soccer fields where winners will get the
chance to win uncommon and unexpected prizes
Sparking the Unexpected
Offer fans an unexpected Stadium Experience where
large screens will be placed in different locations across
Egypt and Saudi that provide live viewings of the games.
Face painters – cheering kits – and more unexpected
goodies will be available on ground
A five video web series - ‘Cheer for your team’ will bind
the campaign together including match updates, on
ground activations and CSR initiatives. It is the heart of
the campaign that would showcase everything that is
being done.
Partnership with BeIN Sports will give fans a
chance to travel to watch the Champions League
live and a free subscription to BeIN Sports.

43. Make My Meal Campaign ROE : 10:1 AVE
Creatively bringing alive the campaign theme to life by quizzing
the influencers in Egypt and KSA on the missing piece that
completes their work. Similar to Pepsi completing the meal.
Their thoughts are captured on video that is amplified on social
media channels.
Through Pepsi food truck hotline and food bank partnership,
drive a very strong message on food wastage that is prevalent
across the region.
#MakeMyMe
al
A campaign that brings consumers and
influencers together to initiate conversations
around food wastage through Snapchat
‘Stories’

44. Emojis Campaign: OWNING the Conversation relevance
Influencers’ Emoji Special
Custom made Emojis for the influencers
Leverage the online community aggressively to take over the social media scene targeting high-end influencers, pages, websites, video portals across different fields; Sarcasm, Comedy, Arts, Lifestyle ,
Sports, CSR, Photography, Videography, Food & Beverages, Fashion, Social and own the conversation for Emoji.
Influencers will impersonate Emojis and the highest
likes will win from PepsiCo or will react with Emojis in
interactive posts
Emoji art competition
=
+
Pepsi Emoji Pepsi Emoji – Influencers Posts
Influencers Posts
MMM
UCL

45. Aquafina Campaign H&W :ROI 25:1
The purity mosaic
visual message of hope or
thanks e.g. ‘Ramadan
Kareem’
This lives online and
followers are invited to
zoom in and find their own
image amongst thousands
of others
The pixel portrait can also
be taken above the line and
turned into giant billboards
in key cities across KSA

46. 46
Activating Communications Marketing: Edelman's philosophy, narrative and approach
#BRAND PR
#THANK YOU

47. FORMULAE FOR CALCULATING RESULTS
1. Comparative Ad Values (CAVs)
This is a mathematical formula that places monetary value on an earned media placement. It calculates if you were to place advertising in the same
space, how much would it be worth. For example, if you have a 2-minute segment on a major national television news show, what does that equate
to if you spent paid media at that specific time and outlet.
The formula will vary depending on whether the brand is featured in an article or a photo for print media. You will need to know the advertising rate
for the outlet which can be obtained from the outlets advertising departments or through media databases such as Gorkana, Bacons, Cision,
Factiva.
When the CPM (cost per thousand) is not available on the website, you can use this guideline:
• 0-25K viewers = $5 CPM
• 25-50k viewers = $20 CPM
• 50-150k viewers = $35 CPM
• 150-500k viewers = $50 CPM
• 500k-1 million viewers = $75 CPM
• 1 million+ viewers = $100 CPM

48. FORMULAE Cont.
2. Impressions / Media Value
This is the actual reach/audience of an outlet which you get from the publication, broadcaster or website directly. Alternatively, if you work with an
agency they should be able to source these figures for you. These are universally recognized numbers because the readership / viewership /
listenership figures are audited and set.
Examples:
UK
• The Daily Mail (Print): 1,8002,734 Readership
• The Mail Online: 110,650,766 (readership / monthly unique users)
• BBC TV News: 2.2mm viewers
• Total Impressions: 128,653,502mm
France:
• Paris Match (print): 688,359 Readership
• Le Monde (print): 350,039 Readership
• Paris Match.fr: 419,152 (readership / monthly unique users)
• Total Impressions: 1,457,550 mm
Brazil:
• Jornal do Brasil (print): 175,901 Readership
• Exame (print): 181,350 Readership
• Exame.br: 11,560,575 (readership / monthly unique users)
• Total Impressions: 11,917,826mm

49. For the 2014 Winter Olympics PR
created a social hub to capitalize on
Mondelēz Canada’s Canadian Olympic
Sponsorship and bring the campaign
to life by listening openly, and
responding selectively.
PR agency changed the definition of
beauty and positioned Dove as the
catalyst of a global self-esteem
movement. The #SpeakBeautiful
campaign encourages women to be
more positive when talking about
beauty and body image on social
media.
When research showed that people
could rattle off the names of Microsoft
products but only thought of them as
helpful for work, we saw an opportunity
to humanize the brand and bring to life
its mission to reinvent productivity with
#DoMore Tour
Rapidly growing competition and
lifestyle trends have spelled a thirty
year decline in fluid milk sales. PR has
been helping DMI develop channels to
collaborate as an industry and
converse with consumers in real time
to ultimately build trust and advocacy
around dairy.
Great PR Examples
Solve for Tomorrow (S4T) was the
first Hong Kong movement of its kind
to use consumer technology to drive
environmental change. Samsung set
out to not just incentivize, but to
inspire and enable young people to
do just that.
We turned the auction site into a Global
Marketplace, pioneering the future of
shopping by creating a global social
program that employed a core voice and
content strategy and empowered local
markets to cultivate, activate and
engage online.

50. 77MM* PLAYER SOCIAL REACH
OVER 8,000 MENTIONS ACROSS SOCIAL MEDIA
26MM IMPRESSIONS OF #FUTBOLNOW
58MM TWITTER IMPRESSIONS
198K FACEBOOK ENAGEMENT
PLAYER SOCIAL REVEAL RESULTS
*Opportunity To See (OTS) through player profiles

51. Examples of Influencer Posts
Nutella partnered with an
illustrator who began entertaining
his kids with silly pancakes and
has since turned into a social
media phenomenon. Over the
past year Saipancake has been
partnering with brands like
Nutella to make breakfast fun
again
Budget 20,000 vs 400,000$
Other brand case studies
Microsoft Windows 10 partnered with food Influencer
SecretSquirrel to create a series of recipes that show
cased how by using the new software you can 'do
great things' – the softwear changed the way she was
able to create and capture her food experience

52. Fakespeare – Landmark exposes India’s trick lit
Edelman India Case Study
THE BIG IDEA
Landmark exposes India’s ‘Fakespeares. We used quirky insights
to drive conversations around readers as well as ‘fake’ readers
CHALLENGE
Landmark stores were losing its book-loving customer base. The
rise in online purchases coupled with increasing adoption of e-
books meant facing a decline in sales and footfall
ACTIVITY
Landmark conceptualizes a fun online survey that unmasked
literature’s biggest secret. The campaign aimed to take a dig at all
those who flaunt highbrow literature without actually reading it –
feel at home and read more
RESULTS:
Fakespeare touched a sweet spot within the Indian psyche. The
campaign positioned Landmark as an engaging dynamic brand
that took a humourous look at its core offering. AVE worth
$16million in its first phase