Paul Sutton

Everything is Dead!

Everything is Dead!

Social media is dead! announces Ofcom. PR is dead! proclaims Robert Phillips. SEO is dead! screams Business2Community. Man, what a crappy state of affairs. Three industries wiped out, just like that. 2015 looks like it’s going to be one hell of a shitty year, huh? Happy Christmas your arse, I pray God it’s our last. Only…it’s not. Take […]

A Masterclass in Influencer Marketing [case study]

A Masterclass in Influencer Marketing [case study]

There have been books written on influencer marketing. Long and complex books. Books that talk about context, strategy, the buying cycle, monitoring, evaluation, ROI and much, much more. In this post, I’m going to save you the time of reading them* with one, powerful example. Emily Leary is one of the very top parent bloggers […]

When PR Stunts turn into PR Disasters

When PR Stunts turn into PR Disasters

PR stunts are notoriously risky. By their very nature, as the risk increases, the potential reward increases. But so does the chance of something going wrong. At one end of the scale, the risk is simply that the stunt will flop and won’t generate any publicity. At the other is the potential for the stunt […]

Are these the Worst Promoted Tweets Ever?

Are these the Worst Promoted Tweets Ever?

“Is this actually real?!” That was my response when a friend of mine, Stephen Waddington, tweeted a screen grab of a promoted tweet that had appeared in his timeline on Sunday. And as promoted tweets go, it’s a gem. At the time, I laughed and shrugged it off. Until Monday, when another friend, Michael Taggart, […]

Does Sainsbury’s Christmas Chocolate Leave a Bitter Taste in Your Mouth?

Does Sainsbury’s Christmas Chocolate Leave a Bitter Taste in Your Mouth?

Christmas TV advertising isn’t generally intended to be divisive. The aim is to make you feel all warm and fuzzy about a brand or a store so you go out and buy a shedload of festive stuff from them. But this year’s Sainsbury’s advert has seriously divided opinions. Over the weekend I encountered not one but […]

Could Crowdsourcing Have Saved Samaritans Radar?

Could Crowdsourcing Have Saved Samaritans Radar?

Crowdsourcing is hardly a cutting edge concept anymore. The ability of organisations and even individuals to gain input into developing ideas has never been easier. So why on earth did the Samaritans have to pull the Radar app, which was intended to help those suffering from mental health issues, after less than two weeks due […]

Is Reach the Red Herring of Social Metrics?

Is Reach the Red Herring of Social Metrics?

When it comes to measuring social media campaigns, there are 101 different social metrics we can use. Some, like fans and followers, mean very little outside of their place in whatever network you’re measuring. Others, like leads or conversion rates, matter an awful lot in a far wider sense. But what about ‘reach’? For me, […]

Social Media for Dummies

Social Media for Dummies

So you want to generate awareness, loyalty and conversions from social media, right? Here’s the big secret in a highly scientific mathematical formula: Reach = Followers x Engagement At its core, it’s that simple. And it always astounds me how many people don’t understand this most basic of principles. I think it’s because of words […]

Social Media for Charities: Where Next?

Social Media for Charities: Where Next?

The #nomakeupselfie and #icebucketchallenge phenomena this year raised huge amounts of money for charity. But have they inadvertently made the charity social media environment much, much tougher? Such was the success of both trends that charities everywhere are investing time and effort into spotting the next big thing, or alternatively, trying to come up with […]

What’s the Point in Measuring Business Outcomes?

What’s the Point in Measuring Business Outcomes?

The PR industry doesn’t need to bother measuring business outcomes. After all, lead generation and sales are marketing’s job. So, you know…sod it. I paraphrase (heavily), but that’s the general gist of an article that caught my attention last week entitled ‘What PR Metrics You Shouldn’t Measure’. The piece, penned by widely-regarded American author Christopher […]