BrightonSEO | Thinking beyond the first idea

These are the slides for my BrightonSEO talk where I discussed ideation and thinking beyond the first idea.

Transcript

1. Ideation: How to go beyond the first idea Katy Powell BOTTLED IMAGINATION Speakerdeck.com/katyvpow @katyvpowell
2. “WE NEED SOME NEW IDEAS BY TOMORROW” BrightonSEO Ideation: Thinking beyond the first idea
3. BrightonSEO Ideation: Thinking beyond the first idea
4. COMING UP WITH A UNIQUE PR CAMPAIGN IDEA IS REALLY HARD BrightonSEO Ideation: Thinking beyond the first idea
5. COMING UP WITH A UNIQUE PR CAMPAIGN IDEA ON DEMAND IS BASICALLY IMPOSSIBLE BrightonSEO Ideation: Thinking beyond the first idea
6. BrightonSEO Ideation: Thinking beyond the first idea KATY POWELL PR DIRECTOR + CO-FOUNDER
7. WE’VE HUNG OUR HAT BEING CREATIVE BrightonSEO Ideation: Thinking beyond the first idea
8. THIS MEANS WE’VE GOT TO GET OUR IDEAS RIGHT FIRST TIME BrightonSEO Ideation: Thinking beyond the first idea
9. STRATEGY. IDEAS. CREATIVE. EXECUTION. MEASUREMENT. BrightonSEO Ideation: Thinking beyond the first idea
10. STRATEGY. IDEAS. CREATIVE. EXECUTION. MEASUREMENT. BrightonSEO Ideation: Thinking beyond the first idea
11. THE SITUATION IN PR WORLD BrightonSEO Ideation: Thinking beyond the first idea
12. CREATIVITY IS BEING STIFLED LEFT, RIGHT AND CENTRE BrightonSEO Ideation: Thinking beyond the first idea
13. BrightonSEO Ideation: Thinking beyond the first idea KPIs MORE COMPETITION HARDER CUT THROUGH INTERNAL PRESSURES WHY?
14. I’M A PR I’M GOING TO REVEAL SOME SHOCKING STATS BrightonSEO Ideation: Thinking beyond the first idea
15. 2 HOURS 52% spend less than 2 hours on campaign ideation BrightonSEO Ideation: Thinking beyond the first idea
16. 70 % of PRs feel they don’t have enough time for ideation BrightonSEO Ideation: Thinking beyond the first idea
17. MORE THAN HALF of PRs don’t have enough support or training with ideation BrightonSEO Ideation: Thinking beyond the first idea
18. 70 % spend more time on campaign execution over ideation and strategy BrightonSEO Ideation: Thinking beyond the first idea
19. BrightonSEO Ideation: Thinking beyond the first idea SOLO IDEA GEN BRAINSTORMS
20. MORE THAN HALF of PRs are in brainstorms they don’t work best in BrightonSEO Ideation: Thinking beyond the first idea
21. STRATEGY. IDEAS. CREATIVE. EXECUTION. MEASUREMENT. BrightonSEO Ideation: Thinking beyond the first idea Remember this…
22. STRATEGY. IDEAS. CREATIVE. EXECUTION. MEASUREMENT. BrightonSEO Ideation: Thinking beyond the first idea Remember this…
23. WHO SHOULD BE INVOLVED IN IDEATION CAMPAIGN OWNER Decides on the best idea and protects it throughout VOICE OF THE CLIENT/BRAND Know what the client/brand likes and their priority A CREATIVE Decides on the best format EXPERT ON THE TOPIC Knows what the audience likes BrightonSEO Ideation: Thinking beyond the first idea
24. IDEATION SHOULD BE ONGOING BrightonSEO Ideation: Thinking beyond the first idea
25. Internal BrightonSEO Ideation: Thinking beyond the first idea IDEATION MORE KNOWLEDGE EXECUTION
26. CARVE OUT ‘DISTRACTION FREE’ TIME BrightonSEO Ideation: Thinking beyond the first idea
27. AVOID PERFECTION PARALYSIS BrightonSEO Ideation: Thinking beyond the first idea
28. THINK IDEA THEN FORMAT BrightonSEO Ideation: Thinking beyond the first idea
29. BUDGET SHOULDN’T LIMIT CREATIVITY BrightonSEO Ideation: Thinking beyond the first idea
30. LET’S TALK HOW BrightonSEO Ideation: Thinking beyond the first idea
31. SPEND TIME ON RESEARCH 1. Common themes + theme analysis 2. Target publications 3. Audience that you’re talking to BrightonSEO Ideation: Thinking beyond the first idea
32. THEME ANALYSIS BrightonSEO Ideation: Thinking beyond the first idea
33. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST BrightonSEO Ideation: Thinking beyond the first idea
34. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST BrightonSEO Ideation: Thinking beyond the first idea X The dream for you and your client/brand but pretty impossible to be unique.
35. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST BrightonSEO Ideation: Thinking beyond the first idea X A more realistic expectation of where you want your ideas to be.
36. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST BrightonSEO Ideation: Thinking beyond the first idea X Not a dealbreaker, just a challenge.
37. YOU’RE A TRAVEL BRAND LOOKING TO DO SOME PR BrightonSEO Ideation: Thinking beyond the first idea
38. BrightonSEO Ideation: Thinking beyond the first idea START ANALYSING THEMES
39. ON BRAND OFF BRAND HIGH PRESS INTEREST LOW PRESS INTEREST BrightonSEO Ideation: Thinking beyond the first idea Best beaches Honeymoon destinations Holiday disasters Holiday outfits Travel tips TikTok travel hacks Skincare on holiday
40. WOAH, WE DON’T WANT OFF-BRAND CAMPAIGNS DO WE? BrightonSEO Ideation: Thinking beyond the first idea
41. THINK ONE OR TWO STEPS REMOVED BrightonSEO Ideation: Thinking beyond the first idea
42. BrightonSEO Ideation: Thinking beyond the first idea INSTEAD OF ‘HOW TO USE PROTEIN POWDER’
43. BrightonSEO Ideation: Thinking beyond the first idea IT COULD BE ‘TIKTOK NUTRITIONISTS: FACT OR FICTION?’
44. BrightonSEO Ideation: Thinking beyond the first idea INSTEAD OF THE BEST PC FOR GAMING
45. BrightonSEO Ideation: Thinking beyond the first idea IT COULD BE THE MOST RE-CREATED RECIPE FROM THE SIMS
46. WHAT DOES YOUR TARGET PUBLICATION COVER? BrightonSEO Ideation: Thinking beyond the first idea
47. BrightonSEO Ideation: Thinking beyond the first idea 👈 👉 PROTEIN NUTRITION DIET WELLBEING
48. BrightonSEO Ideation: Thinking beyond the first idea PUBLICATION FIRST 👉
49. BrightonSEO Ideation: Thinking beyond the first idea TOPIC FIRST 👉 “NUTRITION”
50. THE AUDIENCE YOU’RE REALLY TALKING TO BrightonSEO Ideation: Thinking beyond the first idea
51. PR CAMPAIGNS ARE GOING TO BE CONSUMED BY YOUR BRAND’S AUDIENCE THEY MIGHT NOT BE *THAT* EXCITED ABOUT YOUR CORE PRODUCT OR OFFERING BrightonSEO Ideation: Thinking beyond the first idea
52. LET’S SAY YOUR BRAND IS IN A NICHE WITH A PASSIONATE AUDIENCE BrightonSEO Ideation: Thinking beyond the first idea
53. YOU’RE A TRAVEL BRAND, IS YOUR AUDIENCE REALLY PASSIONATE ABOUT THE AEROPLANE ITSELF? BrightonSEO Ideation: Thinking beyond the first idea
54. BrightonSEO Ideation: Thinking beyond the first idea NOT DESTINATIONS THE INNER WORKINGS OF AN AEROPLANE
55. Introducing… THE OBVIOUS VS. THE IMAGINATIVE BrightonSEO Ideation: Thinking beyond the first idea
56. THE OBVIOUS: The Simpsons The World Cup Superheroes BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE: Duff Beer Retro Kits Marvel vs DC 👉 👉 👉
57. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS THE SIMPSONS CHARACTERS
58. BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE DUFF BEER
59. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS WORLD CUP KIT COLOURS
60. BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE RETRO KITS
61. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS CONSOLES
62. BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE GAMES REMASTERED
63. SOCIAL IS A GOLDMINE FOR THIS BrightonSEO Ideation: Thinking beyond the first idea
64. BrightonSEO Ideation: Thinking beyond the first idea
65. BrightonSEO Ideation: Thinking beyond the first idea
66. BrightonSEO Ideation: Thinking beyond the first idea YOU CAN MAKE CAMPAIGN OUT OF A COMMENTS SECTION
67. DO YOU WANT AN EXAMPLE OF WHAT I MEAN? BrightonSEO Ideation: Thinking beyond the first idea
68. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS GAMBLE RESPONSIBLY MESSAGE
69. Public BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE JORDAN REECE
70. BrightonSEO Ideation: Thinking beyond the first idea JORDAN REECE IS ONE OF THE MOST PROLIFIC ENGLISH STRIKERS IN THE GAME ALL THE INFLUENCERS ARE TALKING ABOUT HIS 10/1 CHANCE OF MAKING THE ENGLAND TEAM FOR QATAR
71. BrightonSEO Ideation: Thinking beyond the first idea ALL THE FANS WANT THEIR SAY ON THE FUTURE ENGLAND PLAYER
72. BrightonSEO Ideation: Thinking beyond the first idea SO MUCH SO THAT THEY ARE CLICKING THROUGH TO THE PAGE TO PLACE A BET
73. THE THING IS, HE ISN’T REAL, WE MADE HIM UP
74. BrightonSEO Ideation: Thinking beyond the first idea WE HIRED A MODEL, WE BOUGHT A KIT, WE DID A PHOTOSHOOT
75. BrightonSEO Ideation: Thinking beyond the first idea WE THEN USED THE TRAFFIC TO THE SITE AS THE PR HOOK
76. BrightonSEO Ideation: Thinking beyond the first idea 1M Reach on social 5K Pageviews MOST GAMBLING CAMPAIGNS ARE THE SAME, THEY JUST TELL YOU TO GAMBLE SAFETY INSTEAD WE CREATED JORDAN REECE
77. WHAT ABOUT FOR A B2B BRAND? BrightonSEO Ideation: Thinking beyond the first idea
78. BrightonSEO Ideation: Thinking beyond the first idea IT’S BEEN LITERALLY IMPOSSIBLE TO AVOID TALKING ABOUT AI, WHATEVER THE SECTOR
79. BrightonSEO Ideation: Thinking beyond the first idea WE COULD’VE DONE A CAMPAIGN WHERE WE USED AI TO WRITE A BLOG, OR GOT MIDJOURNEY TO MOCK SOMETHING UP… …BUT THAT’S THE OBVIOUS
80. MEET AIMEE BrightonSEO Ideation: Thinking beyond the first idea
81. AIMEE WAS OUR NEW DIGITAL MARKETING MANAGER FOR A WEEK… BrightonSEO Ideation: Thinking beyond the first idea
82. WE INTERVIEWED BOTH CHATGPT AND BARD FOR A ROLE AT BOTTLED IMAGINATION BrightonSEO Ideation: Thinking beyond the first idea
83. SOME THINGS SHE WAS GREAT AT, OTHERS NOT SO MUCH BrightonSEO Ideation: Thinking beyond the first idea
84. SHE DIDN’T THINK BEYOND THE FIRST IDEA BrightonSEO Ideation: Thinking beyond the first idea
85. SHE EVEN RECKONED SHE WAS COMING TO WORK DRINKS BrightonSEO Ideation: Thinking beyond the first idea
86. UNFORTUNATELY IT DIDN’T WORK OUT BrightonSEO Ideation: Thinking beyond the first idea
87. WE’VE JUST PITCHED THE EXPERIMENT TO PRESS BrightonSEO Ideation: Thinking beyond the first idea
88. REACTIVE? SAME RULES APPLY BrightonSEO Ideation: Thinking beyond the first idea
89. BrightonSEO Ideation: Thinking beyond the first idea THE OBVIOUS BLACK PANTHER 2 WAS THE MOST POPULAR MOVIE RELEASE OF THE YEAR
90. BrightonSEO Ideation: Thinking beyond the first idea THE IMAGINATIVE 1000 PEOPLE WANT A FLIGHT TO WAKANDA
91. BrightonSEO Ideation: Thinking beyond the first idea NO, SERIOUSLY
92. SO, MY KEY TAKEAWAYS? BrightonSEO Ideation: Thinking beyond the first idea
93. BrightonSEO Ideation: Thinking beyond the first idea @katyvpowell PROTECT YOUR THINKING TIME
94. BrightonSEO Ideation: Thinking beyond the first idea @katyvpowell DON’T STOP AT THE FIRST IDEA
95. BrightonSEO Ideation: Thinking beyond the first idea @katyvpowell USE YOUR IMAGINATION
96. BrightonSEO Ideation: Thinking beyond the first idea KATY POWELL THANK YOU @katyvpowell