Our shortlisted European SABRE Award campaigns

We've just been shortlisted for two European SABRE Awards. We thought we'd share a little more information on the campaigns we've been shortlisted for here.

ArcSight - Cyber isn't just a crime, it's a war

In any given market there are always brands looking to break out, to challenge the status quo and the market leaders. A lot of these brands have equally good stories to tell and their products are sometimes superior. Enter the frame ArcSight, a Californian IT security software firm. ArcSight is a company with great products but its voice was not being heard. It appointed us to do one thing and to do it well - give the company a voice and help it to get the right people to listen.

Key analytics-fuelled insight
An analysis of the security sector demonstrated a shift in the nature of cybercrime. It was evolving from a crime against individuals and businesses into a credible threat to national security. However, media coverage of the industry remained the domain of specialist IT publications and technology correspondents. The opportunity to differentiate ArcSight and elevate its influencer conversations was clear.

The creative strategy: Cyber isn't just a crime; it's the potential to be a war. Move the debate from the realm of technology writers firmly into the domain of the national defence correspondents.

The campaign: Atomic developed and implemented a highly proactive and provocative media relations campaign focused on positioning ArcSight as the thought leader on the realities and risks cybercrime presents to national security and defence. The campaign was supported with strong blog content, infographics, third party research, media roundtables and news hijacking.

Results
Over the 18 month programme Atomic and ArcSight held briefings with every major UK defence correspondent from Anton La Guardia (then defence correspondent) at The Economist, to William McLean at Reuters and Gordon Correra at The BBC.
• 20 briefings with defence correspondents, 70 media briefings in total
• Doubled share of voice
• 164% coverage increase
• Tripled number of ArcSight quotes in press
• Broadened reach and increased quality of coverage

 

SilverRail - Trainspotter Wanted

Could a company prove that booking a train journey anywhere in the world, to go anywhere in the world, could be as simple as booking flights? Travel tech start-up SilverRail Technologies had exactly that thought. To test that it is possible, it decided to create a new service website, Quno.com, and launch it in one of the most complex rail network markets in the world, the UK.

Key analytics-fuelled insight
An analysis of competitor profiles in the UK rail retail space (online and offline), highlighted extremely low-levels of social and digital engagement or brand personality demonstrated through any channel bar advertising. For businesses competing entirely online there was a clear opportunity to quickly differentiate Quno, build brand awareness and engagement, significantly help SEO and support the broader business goals of driving traffic and sales through a content rich campaign strategy.

The creative: Trainspotter Wanted - the digital search for a social media brand champion for Quno.com.

The campaign: Atomic delivered a fully integrated, engaging, multimedia campaign which included educational, informative and entertaining content, streamed against the role of each channel in the marketing funnel (from initial search, to consideration to purchase). Without any other form of marketing support, we showcased the appetite for simpler online rail booking and helped SilverRail prove that booking trains can be as simple as booking flights.

Results:
We've put together this short video to highlight our online and offline campaign to date.

Quno - "Case Study" from Atomic PR on Vimeo.

If you don't have the time to watch the video, here's a snapshot of the results:
SEO + Social + Video + Influencer outreach + traditional PR skills = share of voice equal to Quno.com's two highest-profile competitors from a standing start.

Clips: 100+
Interviews: 22 (in 3 months)
Site traffic: 15,000+ visits within four weeks;
50,000+ visits within 3 months
Pre-Atomic S.O.V: Quno: 0%, Rail Europe: 75%, The Trainline: 25%
Post-Atomic S.O.V: Quno: 28%, RailEurope: 37%, The Trainline: 35%

What Can London Learn From Silicon Valley?

That was one of the discussion points at the inaugural Digital London conference last week.  In his keynote, Tom Loosemore of Government Digital Service boldly asserted that San Francisco is afraid of London in the digital stakes.  For sure, San Francisco's Clipper is a long way behind the Oyster card, but the general consensus seems to be that, while burgeoning, London's startup community could still learn a few tricks from Silicon Valley. 

 

For more on the topic, check out the video of our conversation with Digital London maestro Adam Malik below.  And while you're at it, take a look at some of the other great conversations that took place at the event.

See You At Digital London

 

There a re a lot of things that make Silicon Valley a great place to start a business.  A plethora of venture capitalists and angel investors is definitely one.  Plus an eternally optimistic outlook, combined with acceptance - nay, embrace - of failure.  And a very established community of like-minded people.  This is something that many feel is lacking in the UK.  In the FT this week, David Begg, chief executive of Mindshapes, complained of the 'lack of entrepreneurial community in London.'

 

Digital London, a summit connecting digital innovation, technology and creativity, aims to do something about that.  It's happening next week (March 13-14) and Atomic will be there.  Our CEO Andy Getsey will be discussing how brands can use digital and social communication to build their businesses, and will give practical examples of companies getting it right.  He's on at 3.20pm on Tuesday 13^th.

 

We're looking forward to a great event and to meeting the people who are shaping London's digital future.  Tweet us @AtomicPRUK if you're going too.

Social Media Week London: That Was The Week That Was

It's been a week since the heady excitement of Social Media Week London and we've had chance to cogitate on what we heard.  As a team, we attended multiple events a day, ranging from Social Business in Action to Build Communities not Campaigns. Here's a smattering of some of the interesting thoughts and snippets we learned:

Communities and campaigns are not necessarily mutually exclusive.  In fact, communities are often born from campaigns (and vice versa).  But building a real engaged community is a marathon rather than a sprint.  It's common sense but oft forgotten: vital to sustaining a community are listening and treating participants with respect.  Together with some (appropriate) incentives. 

The technology is already here - it's about giving people the courage to use it. This was a point made by social media consultant Euan Semple at the Social Business in Action event, who claimed that social tools have become over-engineered as companies look for the platform that will help their people embrace social media. Instead, he tells companies to focus on the people first and to make sure they have free rein to use social tools with confidence. This view was backed by Edelman Digital's David Armano, who outlined a flow chart for building a social business starting with people, then moving on to processes. Only then do you worry about the platform.

There's no right way to optimise your presence globally.  Sorry.  At Optimising Your Global Social Media Strategy for 2012, the panel discussed whether brands should have multiple country pages on Facebook, a global page or some combination of the two - and concluded that...it depends.  For some brands, separating pages by product makes sense - the guy who buys the sports car doesn't want to hang out with the minivan owner.  For others, localising one global page is the way to go, so that fans in Germany, for example, only see German content and promotions. 

Never suggest that brands should be banned from social media. This was the subject of a debate at the end of the week and Carlos Menezes of Quirk took on the unenviable task of arguing for the motion, against his colleague Sally Lane, in a room full of people who advise brands on using social media for a living. Dear reader, you won't be surprised to learn that the audience passionately defended the rights of brands to use social media. Regardless, Carlos made some very interesting points on the pitfalls for brands, not least making sure that they avoid becoming "digital waste" - brands that cheapen the social media experience, communicating inefficiently and receiving a tiny response rate.

Atomic's Munich office is hiring!

Would you describe yourself as an open-minded PR professional with a can-do attitude and strong written and communication skills in both German and English? Do you happen to have 1-2 years of experience in technology PR and are looking for a new job in Munich? You might find it right here:

For its growing Munich office, Atomic PR is looking to hire an

Account Executive / Junior-PR-Berater/in

As an Account Executive you can expect to perform activities such as media and analyst relations, social media outreach, writing, research, tracking and reporting and client service for a broad range of innovative and dynamic technology and web brands. Atomic PR is part of an international network, so you will have the opportunity to work with colleagues in our international offices on a daily basis.

Atomic PR, founded in 1999, is committed to re-engineering a more effective approach to public relations and communications that is in tune with the realities of the digital communications era. The agency has high-profile experience in technology and consumer markets, far reaching public relations media and influencer relationships, and strong expertise in new media. To this, we add a bit of creativity and science -- the experimental mindset, strategic orientation and sophisticated analytics more often found at ad agencies. Atomic PR has offices in Munich, London, San Francisco, Los Angeles and New York and is in the process of opening offices across Europe.

Requirements

• 1 - 2 years of public relations experience preferably with technology brands (completed traineeship, B2B and/or B2C)
• Confident in media relations
• Proficient in the use of a variety of PR tools
• Active social media user and proficient in the use of Web 2.0 tools
• Fluent English
• Educated to degree level

At Atomic, we not only enjoy working in a fast-moving international environment, but are also social media savvy, love gadgets, have a passion for analytics, are strong planners, great writers, well organized - and fun and easy to work with.

If this description fits you and you would like to join an exciting international PR operation, send your application to

Atomic PR
Annette Wiedemann
info-de@atomicpr.com
Landwehrstraße 61
80336 München