{"id":3482,"date":"2014-03-12T08:32:12","date_gmt":"2014-03-12T12:32:12","guid":{"rendered":"https:\/\/www.insidepr.ca\/?p=3482"},"modified":"2014-03-13T09:59:48","modified_gmt":"2014-03-13T13:59:48","slug":"inside-pr-365-mastercard-ties-one-on-facebook-going-mobile-and-the-new-klout","status":"publish","type":"post","link":"https:\/\/www.insidepr.ca\/index.php\/2014\/03\/12\/inside-pr-365-mastercard-ties-one-on-facebook-going-mobile-and-the-new-klout\/","title":{"rendered":"Inside PR 365: MasterCard ties one on, Facebook going mobile and the New Klout"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_4931\"><audio class=\"wp-audio-shortcode\" id=\"audio-3482-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/traffic.libsyn.com\/prworks\/Inside_PR_365_Updated_FINAL.mp3?_=1\" \/><a href=\"http:\/\/traffic.libsyn.com\/prworks\/Inside_PR_365_Updated_FINAL.mp3\">http:\/\/traffic.libsyn.com\/prworks\/Inside_PR_365_Updated_FINAL.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/inside-pr\/id137886027?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fwww.insidepr.ca%2F%3Fp%3D3482\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/www.insidepr.ca\/index.php\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p><a title=\"Gini Dietrich on Twitter\" href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a> and I do a two-hander in this episode as <a title=\"Martin Waxman on Twitter\" href=\"http:\/\/twitter.com\/martinwaxman\" target=\"_blank\">Martin<\/a> is on a train with only spotty online access.<\/p>\n<p>This week we talk about MasterCard&#8217;s aggressive PR tactics around the Brit Awards, more evidence that we&#8217;re all going mobile and the New Klout.<\/p>\n<h2>MasterCard ties one on<\/h2>\n<p>Gini\u00a0pointed to MasterCard&#8217;s efforts to tie \u00a0coverage of MasterCard to access to the Brit Awards. <a title=\"Dominic Ponsford on Twitter\" href=\"https:\/\/twitter.com\/Domponsford\" target=\"_blank\">Dominic Ponsford<\/a> detailed exactly <a title=\"Pressgazette article\" href=\"http:\/\/www.pressgazette.co.uk\/journalists-seeking-accreditation-brit-awards-asked-gaurantee-coverage-sponsor-mastercard\" target=\"_blank\">what happened,<\/a> from the PR company&#8217;s suggestion that access would be tied to agreement to mention MasterCard through the reactions to the Twitter backlash.<\/p>\n<p>Ponsford published the text of an email to a reporter in which MasterCard&#8217;s PR company asked reporters to agree to tweet MasterCard messages in their feeds. The PR company went so far as to suggest content for tweets before, during and after the event:<\/p>\n<blockquote><p>Pre event \u2013 e.g.\u00a0<em>Really excited to be heading down to @BRITAwards tonight with @MasterCardUK #PricelessSurprises<\/em><\/p>\n<p>Event night \u2013 live tweeting from the event including @MasterCardUK handle and #PricelessSurprises and to retweet @MasterCardUK tweets throughout the night where appropriate<\/p>\n<p>Post event \u2013 tweet directing followers to @MasterCardUK BRITs YouTube videos<\/p><\/blockquote>\n<p>Needless to say, this prompted a backlash, with Twitter comments like this:<\/p>\n<blockquote class=\"twitter-tweet\" lang=\"en\"><p>Good press coverage is hard to bribe. For everything else there&#8217;s Mastercard. <a href=\"https:\/\/twitter.com\/search?q=%23PricelessSurprises&amp;src=hash\">#PricelessSurprises<\/a><\/p>\n<p>\u2014 Felicity Morse (@FelicityMorse) <a href=\"https:\/\/twitter.com\/FelicityMorse\/statuses\/436089974941691904\">February 19, 2014<\/a><\/p><\/blockquote>\n<p>The managing director of the PR agency didn&#8217;t back down, arguing that:<\/p>\n<blockquote><p>\u201cThe role of the PR agency is to pursue all coverage opportunities on behalf of its clients. This includes providing accurate brand references from the outset, for use across all platforms. It is a two-way conversation between the journalist and the PR in order to reach a mutually beneficial outcome. Editorial control always remains with the journalist.\u201d<\/p><\/blockquote>\n<p>Gini and I discuss our views about this type of tactic.\u00a0Gini sees this as an illustration of the fine line between legitimately promoting an event and the questionable offering of a benefit for coverage.<\/p>\n<p>I see it as a clear example of tied coverage. &#8220;You scratch my back and I&#8217;ll scratch yours. You give me reference to my client and I will give you access to the awards.&#8221; \u00a0Yes we have seen this before. Think of auto journalists flown to exotic locations to review new cars. But in recent years, the trend has been against these kinds of junkets, with many news organizations telling their staff to refuse the benefits. &#8220;You can&#8217;t blame a guy for trying. But you can blame the other guy for playing along.&#8221;<\/p>\n<p><strong>What do you think of MasterCard&#8217;s media relations approach? Too cheeky? Or taking fair advantage of the an opportunity<\/strong>. Or somewhere in between.<\/p>\n<h2>Canadians go mobile with Facebook<\/h2>\n<p>The world truly is going mobile. <a title=\"Mobile Syrup story on Facebook Canada mobile use\" href=\"http:\/\/mobilesyrup.com\/2014\/02\/19\/15-million-canadians-now-access-facebook-from-their-mobile-device\/\" target=\"_blank\">New stats<\/a> out of Facebook Canada indicate that Facebook Canada is making more money on mobile devices than on PCs and stationary devices. Of Facebook&#8217;s nineteen million Canadian users, ten million check their Facebook account once a day via mobile versus only four million who check it daily from non-mobile devices like desktops.<\/p>\n<p>To me, this just underscores the importance of think mobile first. If you are thinking about communicating with people primarily in front of PCs or laptops, you&#8217;re failing to follow the audience where they&#8217;ve actually gone. They are looking at the mobile devices in their hand.<\/p>\n<p>Gini cautions against following an overall trend without looking at your specific circumstance. In her experience, many sectors are lagging behind in the move to mobile, with many of her clients&#8217; sites continuing to receive the majority of their traffic from desktop applications. It&#8217;s important that you know where your traffic is coming from. So <strong>check your analytics<\/strong>.<\/p>\n<h2>A New (Improved?) Klout<\/h2>\n<p>And finally, we discuss the new Klout. Gini finds it useful, because it surfaces content from people with whom she already engages. Gini also finds the measurement tab to be useful in that it&#8217;s suggests which individual pieces of content have generated the greatest engagement. For my part, I find the metrics to be even more dumbed down than they used to be and of the dubious value.\u00a0It appears to me that Klout is positioning itself as a tool to assist content creators in competition with established players like <a title=\"Hootsuite\" href=\"http:\/\/hootsuite.com\" target=\"_blank\">HootSuite<\/a> or <a title=\"Buffer\" href=\"http:\/\/bufferapp.com\" target=\"_blank\">Buffer<\/a>.<\/p>\n<p><strong>What do you think? Is the new Klout a step forward or moved to irrelevance?<\/strong><\/p>\n<p>******************<\/p>\n<p><strong>We&#8217;d love to hear your thoughts.<\/strong><\/p>\n<p>Inside PR is part of the\u00a0<a title=\"For Immediate Release\" href=\"http:\/\/forimmediaterelease.biz\/\" target=\"_blank\">FIR Podcast Network<\/a>.<\/p>\n<p>Send us an email or an audio comment to\u00a0<a href=\"mailto:insideprcomments@gmail.com\">insideprcomments@gmail.com<\/a>, join the\u00a0<a title=\"FIR Podcast Community\" href=\"https:\/\/plus.google.com\/u\/0\/communities\/112349929544876511942\" target=\"_blank\">FIR Google+ Community<\/a>, join the\u00a0<a title=\"Inside PR Community on Google+\" href=\"https:\/\/plus.google.com\/u\/0\/communities\/107220947721041165633\" target=\"_blank\">Inside PR Google+ Community<\/a>, join the\u00a0<a href=\"http:\/\/www.facebook.com\/group.php?gid=101489863251163\" target=\"_blank\">Inside PR Facebook<\/a>\u00a0group, leave us a comment here, message us\u00a0<a href=\"http:\/\/twitter.com\/inside_pr\">@inside_pr<\/a>\u00a0on Twitter, or connect with\u00a0<a href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a>,\u00a0<a href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">Joseph Thornley<\/a>, and\u00a0<a href=\"http:\/\/twitter.com\/martinwaxman\">Martin Waxman<\/a>\u00a0on Twitter.<\/p>\n<p><strong>Thank you to the people behind Inside PR<\/strong><\/p>\n<p>Our theme music was created by\u00a0<a href=\"http:\/\/www.fortheloveofrecords.com\/\">Damon de Szegheo<\/a>;\u00a0<a href=\"http:\/\/www.rogerdey.com\/\">Roger Dey<\/a>\u00a0is our announcer.<\/p>\n<p>Inside PR is produced by\u00a0<a href=\"https:\/\/twitter.com\/KristineDarbell\" target=\"_blank\">Kristine D&#8217;Arbelles<\/a>\u00a0and\u00a0<a title=\"Ashlea LeCompte on Twitter\" href=\"http:\/\/twitter.com\/ashlealecompte\">Ashlea LeCompte<\/a>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gini Dietrich and I do a two-hander in this episode as Martin is on a train with only spotty online access. This week we talk about MasterCard&#8217;s aggressive PR tactics around the Brit Awards, more &hellip;<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,2],"tags":[496,751,816,817],"class_list":["post-3482","post","type-post","status-publish","format-standard","hentry","category-inside-pr","category-pr","tag-facebook","tag-klout","tag-mastercard","tag-mobile"],"_links":{"self":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/3482","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/comments?post=3482"}],"version-history":[{"count":13,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/3482\/revisions"}],"predecessor-version":[{"id":3500,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/3482\/revisions\/3500"}],"wp:attachment":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/media?parent=3482"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/categories?post=3482"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/tags?post=3482"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}