Well, the time has finally arrived and we are in The Big Apple for our Repeat This! 2012 World Tour event. The venue is awesome, the buzz in the City because of Internet Week is palpable and we even managed to gain a glimpse of President Obama as his car swept past us!

We have a great group of guests coming along - truly the great and good of the digital PR industry in NY. If you are not here, you should be. Personally, I am looking forward to sharing the mix for the exclusive Hammerkit cocktail that has been dreamed up by the guys at Employees Only - amonst other things of course. We will post the recipe and some of the snaps from the event tomorrow.

Over the years there have been a number of attempts to define I.T. as dead, or to redesignate it along with communications tech. I think in 2012 we have reached the death of I.T. as it is consumed by the social media juggernaut and the dependence we have on apps. "What?" you might say, "Dead - are you mad??!!" - and I would say no. I believe that the "I" should be replaced with an "S" - for service - because that is the most important form of technology on the planet.

Developing great service is difficult, and wrapping that service in great technology for convenient delivery is equally difficult, but I believe that the future is all about Service Technology. When you bring together data, context, demand and supply to fulfill a customer need you are delivering service, not information. The winners in this world will be the ones that understand that this seismic shift is underway and think more about service design than data and information architecture.

I am going to write more about this in the coming weeks, but I would welcome your thoughts on Service Technology vs. Information Technology.

t:M

The great content at Counselors Academy continued with a fantastic presentation from Pierre Loic (@pierreloic) and Shonali Burke (@shonali) about the hype behind influence on social networks. Pierre was able to share seven insights to dispell the myths about who has influence online and how PRs should approach trying to discover who these people are. These were:

1. The Law of the Vital Few - 3% of people = 90% of the influence online - but, importantly, they are only influencial about the topics they know about. So influence is driven not by popularity but by context. PRs need to think about who the 3% are for subject they are tasked with promoting and treat them just like any other group of analysts or journalists - the 3% really can influence the masses about that subject.Think relevance over popularity.

2. Influence is both art and science - This means PRs need to use finesse to select the keywords that really represent the subject they are interested in and then dive into the quantitive data to find the real influencers.

3. Be strategic - you have to set goals for what you (or your client) wants to achieve through engaging with influencers. The goals could be "likes" on FB or funds you want to raise, but you must know what you want to get out the process. From here you can then move to a cycle where you discover the influencers, listen to what they are saying, engage with them and then measure the impact towards your goals. This really is a cycle, so you can keep going through this process to continue to improve your results. Being strategic is about knowing what you want to measure.

4. Provide value - Try to provide real value to the influencer, whether that is helping them to help you with content or providing them with an opportunity to connect with their circle of influence. To provide value you should be doing something that is relevant and, most importantly, genuine and authentic.

5. Read the book - "Measure what Matters" by Katie D. Paine is essential reading. Knowing what to measure is key. Once you know what to measure, you can learn what works and do more of it.

6. No silver bullet - "Success is for those that show up" said Woody Alan, so a lot of the secret of making influence online work for you is to work hard. It takes time and effort, so don't expect immediate results.

7. Drive with value not hype - To really get the impact you want when running campaigns in social media you need to deliver value all the time. Messages alone will not work - you have to give something to get something back.

I think these are real gems of insight and I would love to hear a little about your experiences of trying to engage with influencers and leverage their circles for your clients. Thanks to Pierre Loic, Traackr.com for this.

I just listened to a great keynote from Marcus Sheriden (@TheSalesLion) at the PRSA Counselors Academy event in New Orleans. This guy turned his swimming pool company into the most successful one in the US using content marketing. Almost everything he said was pure common sense, but I think the most important thing was to be human.

Here are the 5 things: 

1. Brainstorm the 50-100 questions you are asked all the time by clients and turn them into blog posts. This will give you 25 weeks of content to get going!

2. Being open about issues like price, quality and what you really deliver. These are the questions that prospects really are interested about and they will then ask you more questions. These questions are inbound links and they will boost your rankings.

3. Use the x. vs. y approach to showcase how you are different/better/not so good as the competition - again this will create debate and this is great for rankings.

4. Face up to problems about your service and be open about the solutions to the problems. Authenticity and trustworthiness is key.

5. Write how you talk. Answer the real questions your prospects and clients are asking in the way you would talk to them. Google will sort out whether you get good rankings, but it is not about tagging and meta data - its about search terms, and a prospect will ask like "Who is the best PR company in London?", "Why should I use a PR company?", "What ROI do I get from PR?" - these are the questions and all you need to do is answer them!


Check out www.thesaleslion.com for a free ebook on content marketing - and watch the video - Marcus is really entertaining ;)

We are honored to receive recognition as one of world’s best e-Content solutions having been selected a winner in the 2011 World Summit Awards e-business and commerce category. The bi-annual competition is part of United Nation’s global initiative to select and promote the world’s best e-Content and innovative ICT applications.

The WSA Grand Jury selected the 40 WSA Winners from over 460 digital projects and 105 countries on the basis of content depth and creative and valuable technology for users.

We were invited to join the winners and members of the Grand Jury in Cairo Egypt at the end of April, where the winner’s events including the award gala took place alongside with the Cairo ICT 2012 international trade fair.

Post revolution Egypt is a very exciting place to be. The fairground was buzzing with energy, enthusiasm and drive as young Egyptians were showcasing their talent, engaging in discussions and envisioning the future. 

Among the winners were such innovative digital services as social media tool HootSuite, environmental awareness platform Verdeate, e-tendering solution Monaqasat, agriculture wiki Wikigoviya, Digital ID service DigId as well as other exciting entries. 

We congratulate all winners and thank the WSA organisation for a great event!

We had a wonderful event at Atomium in Brussels and the final leg of the Repeat This! World Tour heads to New York for Internet Week. We are holding an invite only event for the digital PR elite to learn about repeatable digital solutions, CloudStores and how to take back turf from their agency competitors.

We will also record a webinar from the event itself and try to get interviews with some of the great and the good during Internet Week. It should be a blast!

If you would like to apply for an invitation, send an email to repeatnewyork@hammerkit.com. If you are coming along, I look forward to meeting you!

We head to the fair city of Brussels next week and are hosting a Cocktail Party at the world famous Atomium for the PR community. The idea is to share our findings from talking to many people working in the industry and to learn a little about how the scene in Brussels does digital. The response has been fantastic and we are looking forward to meet you all.

If you work in PR and have not already received an invite, please send a tweet me @hammerkit or send a message repeatbrussels@hammerkit.com.

I just read a bunch of books about lean production and the pursuit of elegance. I thought I would share with you my take aways from these, as we are actively pursuing lean principles in the reinvention of digital production at Hammerkit.

The first thing is discovering the true value you add is challenging, but once you have found it you know it. It is like love at first sight. You just know. Your job (if you want to practice lean) is to discover value and to stop doing the things that do not add value COMPLETELY. To discover value, you have to look at the whole picture - not just what you do, but upstream to your suppliers and downstream to the people you supply and the client.

Understanding the whole picture means “seeing” everything. This is the value stream and it begins and ends with the customer, not you as the producer. The time taken to go from zero to true value can be months or even years in a value stream. Your job is to remove waste and reduce the time to value to the minimum possible.

When you understand the whole picture, you can then design your production methods to allow value to flow. This means aiming for frictionless production where value is added at each step of the production process. The goal is to minimize waste of all types and to ensure that the thing of value moves forward, not back, through the process. Our eyes perceive flow – so to gain flow you must institute simple visual cues that allow everyone to understand that something has arrived, is being worked on and is ready to leave your section of the production process. This ensures people behind you keep giving you things at the right speed and that you give people in front of you things at the right speed. Regular frequency is more important than raw speed.

Once you have attained flow, you want to ensure that you don’t push unwanted goods out of your production line. Instead, you need to design things for demand from the customer (or pull). Pull is difficult to achieve, as it needs everything to be working in flow and everyone in the value stream to be in step. The purpose of pull thinking is to eliminate waste before, during or after the production process. You make what you sell, not sell what you make. That way you do not have unwanted inventory, have to discount prices to move old stock, or have capital tied up that could be put to better use.

The final step brings in the concept of Kaizen (or continuous improvement) to the equation. It is the pursuit of perfection. In Kaizen there are three steps; create a standard; follow it; make it better. The pursuit of perfection is a continuous process that never ends. The final step also brings into play another important concept – elegance. This has been defined by Matthew May as containing four dimensions: symmetry, seduction, subtraction and sustainability (a later blog entry on this). The pursuit of perfection seeks to embody elegance in the value delivered to the customer. Elegance is simplicity on the other side of complexity – not easily achieved, but once done, so seems obvious to all.

What I learned most of all was that simple actions at no cost could fundamentally change the way things get done.

Some ideas of what you can do with minimal capital outlay are:

• Visual control with simple information systems
• Moving people and equipment (desks in our case) to create physical flow
• Getting rid of expensive, complex machinery in favour of lighter, nimbler approaches
• Taking time to work in the middle of production to understand what is going on
• Experiencing the world from the customers point of view
• Rewarding ideas with action, not money
• Focusing only on the parts that are broken, one at a time.
• Creating big STOP buttons (physical or virtual) to solve problems when it is cheapest to do it.

It seems there are a couple of common theme arising from the conversations we have had over the last few weeks with PR agencies. One of the most notable ones is that just knowing what each office in your network is doing is tricky - more often than not the best ideas are only shared internally once an award is given!

We recognised this challenge we created the Cloudstore. It provides a real-time view of web formats are available to offer clients now, what has been done and delivered and what is in the process of being produced. We break this down by office and client to make it easy to see what is going on.

Our mission is to save PR. We want to do that by making sure PR agencies have the most effective, high quality digital production service of anyone in the agency world. Its time to stop reinventing things and repeat, repeat, repeat.

This will be one of the topics on dicussion at our next Repeat This! World Tour event in Brussels. This is going to be a select gathering of the movers and shakers in digital PR in the city, so if you would like a VIP invite email me mark@hammerkit.com with "Brussels VIP" in the title. I will make sure you get one - space is limited though.

The latest results posted by WPP[i] and Havas[ii] for their FY2011 show some interesting glimpses into the future of the industry. In both cases, they are doing extremely well, with WPP posting a 10% increase in full year profits and Havas a respectable 9% for the same period. Looking a little more deeply, though and we see that while PR performed well there are some issues on the horizon.

In WPP, while the top line growth for PR at 6.2% was lower than the advertising and media arm of the business, which posted 12.2% revenue growth, PR still increased its profit margin by 0.3% to 16.1%. WPP reaffirmed its long-term target to improve the staff cost/revenue ratio by 0.3-0.6% per annum, with a focus on the application of new technology.

For Havas digital and social media now make up 23% of revenue compared to 19% in the previous financial year. This is a 20% annual growth rate and at this level digital revenues will account for 50% of the firms revenue within 4 years. The Havas CEO, David Jones, referred to this "as another strong year driven by aggressive growth in digital".

The latest research from Kingston Smith W1[iii] indicates that PR bosses are very optimistic about 2012 with 71% predicting greater profits. Perhaps with a greater focus on digital and the application of smart technology, the industry will also be able to rise to the challenge of controlling the cost/revenue while taking back territory from the digital agencies.

With not much legacy in digital, PR has the opportunity for its Estonia moment – to leapfrog the old ways of doing things to move straight to the best available technology and methods just as this fledgling country did when it emerged from the old Soviet Union. This kickstarted their economy and offered immediate benefits to all. Is it time for PR to leapfrog the digital agencies? Let’s hope so.

That’s right, you heard us. Get ready to get repeated because Hammerkit is taking its Repeatable Solutions for smart PR agencies on a world tour. Think of it as Repeat2012.

You have three chances to catch us live - London (Watcha!) in March, Brussels (Bon Jour!) in April and New York City (Hey you!) in May.

Hammerkit’s Repeatable Solutions turn your one-off web projects into best-selling digital products. Whether it is newsletters, campaign sites, annual reports or internal tools - Repeatable Solutions let you offer new services to your clients quickly, creatively and with consistent quality across the board. Just get a Hammerkit Cloudstore for your agency just Repeat It!

Join us for cocktails, excellent snacks and the magic beans that will kick those pesky digital agencies out of your backyard and take back your turf so you can do what is best - smart digital communications.

Follow us on Twitter @Hammerkit and look for updates!

IN THE UK:
In 2010 PR revenue was up by 9.24%. 2012 revenues are expected to outstrip that.
However, in 2010 PR profits were down 23% and PR employment costs were up 9%. In 2010, profit per employee in the UK's top 40 PR agencies was 13,400 GBP per year.

IN THE US:
In 2010, agency revenue was up by 7.7%.
Traditional PR represented only 6.5% of revenue for US advertising/marketing agencies in 2010. Digital marketing represented 28% of U.S. agency revenue in 2010, but the leaders of the pack such as Edelman could only achieve 12% of U.S. revenues from digital.

Total takeaway: Digital marketing - including social media and CRM/Direct marketing, will supplant "traditional PR".  The future is all digital/social/online.

Take back your market.

In the past week or so, we have seen two very big cases that indicate both the power and the torment of social networks. The Komen case in the US and the TripAdvisor ruling here in the UK have proved that you can ruin a reputation at light speed today if you are not careful. In both of these cases there has been significant damage to their reputations not only by official sanction, but by the negative energy permeating from the social networks. Its never been more important to understand your online reputation and to create coping mechanisms for if/when it all goes horribly wrong.

One format we have been looking at recently is the concept of dark sites. These provide a mechanism to launch a completely self-contained site for managing a crisis. The format includes a video blog, social network integrations and a blog/RSS feed to help you get across your message, share important information with customers and stakeholders and react quickly and professionally. Importantly, you can direct traffic to this site and when the crisis is over, you can close it down (unlike your .com site).

If you would like to know more about our dark site format contact me and we can share it with you.

During the market research we undertook to create the CloudStore I discovered that there seem to be three different approaches that PR agencies took when attempting to deliver digital projects for their clients. I wanted to share what I have learned to help to demonstrate why PR is missing an opportunity to be better at digital than the pureplay digital practices. I found out that there were three types of practice:

The Practice of Denial: this is the agency that is still trying to be a traditional PR agency. I heard comments ranging from "we don't have the staff, so we use local web designers when we need to", to "we want to move up the value chain and be delivering strategy, not web projects - the digital agencies can do it better anyway." I fear that these practices disappear as clients side-step them and go direct to the agencies offer digital services as standard. Typically, this type of practice has only recently appointed a digital director and is still trying to workout what the job should entail.

The Practice of Illusion: this is the agency that believes IT IS doing digital because they have a few members of the team that know how to buy web projects from smaller suppliers. They are acting as a procurement service for their clients, rather than actively influencing the use of digital. There are revenues flowing from digital and several team members with a good understanding of how things work on the web - they know digital is more than just managing a social media stream. This is the agency that needs to invest in building expertise and capability to leverage the knowledge it has gained. 

The Practice of the Big Brain: this is the agency that worked out a long time ago that to do anything serious in digital they had to attain critical mass. They did this by creating a crack team inside the organisation that deliver almost all the digital projects the agency produces. The Big Brain is very knowledgeable about digital and can do almost everything. It is, however, a bottleneck in the organisation that creates tension in the rest of the business. The Big Brain can do digital, but scaling it across the business globally is painful and challenging.

Do you recognize your agency in any of these types? I think there is a chance that these types exist together in the same global agency, so it is possible you have encountered more than one. 

I believe that if the PR industry wants to move forward to become the champion of digital, it needs to break out of these three practices and become the practice of globalisation. I think that to do this you need to:

decentralize the ability to deliver digital products effectively: provide a standardised way for your teams around the world to offer high quality digital services regardless of the local expertise in place

share a common memory of the best ideas and services: ensure that the services that are used by lots of your clients and easy to discover by anyone in the business


leverage client power and practice scale: work with your clients to develop new ideas that can be turned into massively successful web products for you and for them. Use your global office network to spread those ideas quickly and gain thought-leadership points.

It would be great to hear your thoughts on digital practices you have seen in the PR industry.

It was really interesting to read about GolinHarris acquiring FUSE to boost their digital street cred. It really is an important change that PR firms go after digital pureplays and was most recently commented on by Steve Barrett in his PRWeek blog article “The Agency Revolution continues”, where he said that digital is both an opportunity and a threat for PR firms. Acquisition of a bespoke digital agency is certainly one way to deal with that double-edged sword, but is it a wise one? Could it be a very costly mistake?

Clearly, there are new skills required to be a modern PR firm – and being digital savvy is really not enough. You need to be able to confidently deliver digital solutions to clients that have increasing demanding and wide-ranging tastes. It makes sense, therefore, to bring in talent from outside to gain that confidence and ability. The test will be whether two very different business cultures can become one and deliver what is the client needs on time and on budget.

My experience tells me that acquisitions have a 8/10 chance of failure. That’s not to say that GolinHarris has made a mistake. Indeed, I believe that their g4 approach is a really interesting way to trying to focus energy on how digital can help clients, but I can’t help thinking that some of that energy will be drawn to integration rather than revelation.

I believe that what is needed in the PR industry is to look at how to do digital more intelligently – not just how to do digital. At Hammerkit, we preach repeatable web solutions not because their different, but because they are obvious. Rather than buy in digital talent, buy in repeatable solutions and train your existing PR talent to be fantastic solution sellers. After all, many clients have very similar needs. That way, you can spend all of your energy on the client and not on melding cultures.

I am delighted that today we are announcing the completion of our latest investment round of €1.25million. We are thrilled that The North West Fund from the UK has joined forces with our existing investor Veraventure together with further support from Tekes NIY to back our business plan. We have secured the growth capital we need to push forward with our repeatable solutions offering by strengthening our team, expanding our operations and developing our core platform.

We start by creating a new sales and production centre in Liverpool in the UK. From there we will run our CloudStore operation and help our global PR clients deliver digital services more efficiently and effectively than ever before. Indeed, our ambition is to help define the industry of repeatable digital solutions and now we have the gas in the tank to allow us to do it.

Our Board has been strengthened with the arrival of Brenden Holt as incoming Chairman. Brenden brings with him a wealth of knowledge around building successful technology-based companies and he and the Board will play a vital part in ensuring our success.

I look forward to working in partnership with our clients and all of the PR community to drive forward lean digital production. The PR industry has a fabulous opportunity to grab the high ground in the battle to deliver high quality digital services. We want to help the industry implement production processes that drive down costs, drive up quality and ensure that more time is spent on the developing the clients message to the market. We believe that repeatability is the key to this, and I hope to be able to share that vision and our solutions with you in person over the coming weeks and months.

I want to thank our clients; in particular Hill+Knowlton and Edelman for their support in helping our business concept go from idea to reality. I also want to thank my team who, to a person, has worked their socks off to make Hammerkit a success. I think they deserve a heap of recognition for that. So thank you all!

Now it’s Hammertime!

Download the English version of the press release here
Download the Finnish version of the press release here

As part of our growth plan we are looking to recruit talented, committed team players to help us deliver repeatable solutions to the PR industry globally. We have a number of positions open right now in our account management; production and development teams and you can review them here.

In a nutshell, our account management team will be helping clients to get their CloudStore up and running and will have a unique position in the industry of being acting as format producers, working with clients to help them discover the web services that could be repeatable and making sure they are created and placed in the CloudStore.

Our production teams will be working on original web formats as well as managing the fulfillment of format repeats. This requires talented web designers, developers and UX gurus with amazing organizational skills.

In our development team we build and maintain the Hammerkit Cloud Platform. Joining this team will give developers and DevOps people the challenge of creating a world-class software development platform and cloud infrastructure that has to perform 24/7 for a global user base.

If you feel you have the talent, the track record and the tenacity to help drive our business forward then apply. We’re waiting to hear from you.

In the meantime, why not have a look at the roles currently available in our careers section

There seems to be precious little positive news about how technology is or will impact PR in the coming year. Short of discussions around the use of the social networks, I do not get a sense that PR is really looking at how digital services can boost their clients business success and I am wondering why.

Clearly, we are in the age of social video, so I would have thought it would make sense for businesses to be looking at how to use video to boost understanding of its products and their benefits. There are also wider opportunities to educate, inform and influence demand that help to shape a whole product approach to marketing beyond PR. A recent study by the Content Marketing Institute found that only half of businesses considered this to be a viable content marketing approach in 2011, but that more than 60% of the companies that used it thought it worked. Many still prefer articles, social media and blogs, but conversely are less sure they work as well as video (50%/50% and 58% respectively). (Members only report:  B2B Content Marketing: 2012 Benchmarks, Budgets and Trends). However, the trend toward video is dramatically positive with 27% year on year growth. Expect this to increase further in 2012.

Moving forward, however, the biggest growth area is going to be in mobile. I believe that 2012 will see a rise of the mobile content delivery that may even eclipse traditional web channels. For PRs advising clients, you should think about mobile sites, mobile applications and mobile magazines as power tools to get their message across. At present, mobile content only makes up about 15% of the content marketing mix, so look out for this growing fast to reach similar levels to social networks and blogs.

I would be really interested to learn a little about the trends you see as a PR professional, so lets discuss it. 

I read with interest an article in ReadWriteWeb about the launch of a new cookie cutter design for mobile web services. The thing that was interesting was the how the author, Dan Rowinski, positioned the idea that it might be a negative thing for services that make it easy to create sites and apps. His question to mobile web developers was "Are we going back to a mass of websites that all look the same, back to the era of Netscape and boring design? Or are services like FiddleFly a good thing for the development community?" The readers comments that came back were predictable: 

• - if you make it easy you cannot produce sophisticated services
• - you can only do simple stuff with WYSIWYG
• - to really create an engaging presence you need to create a unique service

The presumption that efficiently produced products and services should be any less engaging, powerful or sophisticated is an interesting position for the industry to adopt. Clearly, almost every other major industry in the world has worked out how you can combine "cookie cutter" production with customer delight. To move forward, the digital industry has to break this mentality of hand-crafted is the only way to produce great services.

Our challenge for 2012 is to help the PR industry undertake digital intelligently. By repeating the basic functionality and avoiding reinventing the wheel every time, PRs are going to focus more energy on the parts that matter to a client - their message and whether their call to action is converting to sales.

I would be interested to hear your thoughts on whether "cutting the dough" is the same as selling a delicious cookie?

We had a great discussion at our Repeat This! webinar yesterday, with industry practitioners posting some great questions for Ulla Jones (@UllaJones) from Hill+Knowlton and myself to mull over. This webinar is the first in a series where we will look at how repeatable solutions can boost the revenues, margins, quality levels and collaboration within PR agencies and over the coming weeks we will be taking the show to meet some amazing people in the world of PR.

The big themes that came through were certainly around the fact that the PR industry can really surprise the established "digital agencies" by creating digital services efficiently and being the champions of the digital conversation on behalf of their clients.

We spent time discussing how repeatable solutions are already helping Hill+Knowlton in Helsinki to produce high quality digital projects at light speed, and Ulla was really pushing the point that clients need help to define what they need when it comes to web solutions.

Ulla's prediction for 2012 was centred on social media moving even faster, but with PR agencies helping clients to learn to "swim for themselves", and the rise of the mobile site as the key deliverable for many PR related activities. If Ulla's predictions are true, we will be producing a lot of repeatable solutions for mobile and I have sneeking suspicision it will be.

Big news! I repeat, big news! Not only will I be hosting a webinar with Hill+Knowlton tomorrow at 4PM CET, we are planning to follow the webinar with a whole series of webinars and clinics that are designed to educate the PR industry about repeatable solutions and the benefits they bring. The schedule for the rest of the Repeat This! series will be solidified in January, so stay tuned for updates. 

We hope you join us tomorrow when we kick the series off, but if you can't make it, fear not! True to fashion, we will repeat the webinar again in January.

Register here

With the growing shift of client marcomms spending from traditional to digital channels, what does it mean for PR? I think it means that unless your agency starts to gain the capability to produce digital well - not just post and manage social media conversations, but actually move into the world of helping move internal and external comms on to the web.

For example, more and more businesses are creating digital annual reports for shareholders, or producing digital newsletters for clients and staff. They are creating Facebook landing pages that capture "Likes" and engagement and microsites to drive SEO rankings. These used to be complex productions, but today there are many ways to produce them effectively.

We talked to a number of clients and many of them have set the goal of 100% of the marcomms being spent on digital productions. This literally means no more print publishing of any type. What does this mean for PR agencies and what opportunity does it create?

Personally, I believe that content has always been king, so if PR agencies can do digital intelligently, then coupling this with the ability to write well and the trust of the client to put their message out, I think PR has a great future. What do you think?

I will be hosting a webinar together with Hill+Knowlton at 4PM CET on December 15th 2011 to discuss how the PR industry can borrow a few good ideas from other industries to improve the way digital services are created for clients.

If the most recent predictions will come true, next year is going to be a difficult one for the industry. I believe that to cope, the PR sector should focus on three things to ensure business can boost profitability: repeat, repeat, repeat!

"Repeat what?", you may ask. We are going to look at how PR agencies can do digital intelligently by focusing on turning one-off web projects into global best selling products.

Please join to learn more about what will change in 2012.

The PR industry now finds itself in a rather amazing position. In this era of economic uncertainty, reduced spending on advertising and increasing digital conversation, PR has the potential to become the “new advertising” modeled for and by the times. So, why then is the PR industry going backwards when it should be moving forwards? Something doesn’t add up.

What is going wrong lies somewhere between revenue and profitability. Revenues for the industry are up dramatically (by 9.24% in 2010) but profitability is down, burdened by increasing employment costs and a lack of productivity. The profitability of the Top 40 agencies in the UK fell by a staggering 23.8% in 2010 according to the Kingston Smith W1 report, heralding the lowest profit margins for seven years. So what needs to be done to increase productivity such that the increased revenues are no longer squandered?

According to Avril Lee, UK CEO at Ketchum Pleon, as quoted in response to a PRWeek report, "everyone in PR is having to be flexible about how we use resources and our most precious asset – our people. The need to cultivate and find great talent, and having it available ‘just in time’ when campaigns do get the green light, is often our most pressing day-to-day challenge."

Flexibility is great, but with flexibility comes new challenges. What can be done to help this most precious resource with consistency? Strategies, especially in the digital marketplace, must be equally nimble but must not sacrifice productivity. What is needed are high quality repeatable solutions that can be rolled out at the drop of a hat.

Think about the kind of digital projects you are asked to do for clients. Many of them are similar. Corporate websites, product microsites, newsletters, Facebook campaigns, LinkedIn applications, social media aggregators, etc. are all great examples of repeatable solutions that are different in content but similar in form. We recently interviewed a director at one of the world’s largest PR agencies, who said that about two-thirds of the solutions they produce for clients could be repeatable, meaning that in most cases repeatable solutions could reduce production costs, shorten turnaround time and, most importantly, guarantee consistently high quality.

At Hammerkit, we have been working with repeatable solutions for many years and believe that there has never been a better time for the PR industry to use them to their full advantage. Beyond that, we believe that to ignore repeatable solutions is to be left behind, facing statistics like nearly 25% drop in profitability mentioned above. Repeatable solutions accelerate profitable growth, improve productivity and create happy clients.

Here is how Hammerkit can help. We recently launched our Cloudstore for PR, which makes it easy for agencies to turn one-off web projects into best selling products. Every project has the potential to become a repeat sale, another solution added to your bag of tricks. It is like having your own PR AppStore. Our Cloudstore allows your agency to share all of the best selling items, shortening the sales cycle, and recycling what works. Valuable creative resources are stored rather than lost, and thus, also revenue is stored rather than lost.

If the PR industry doesn’t answer the call in 2012, it risks squandering its advantageous position. Smart agencies will focus on three things: repeat, repeat, repeat.

Facebook has taken a step towards safer browsing by making an SSL certificate mandatory for all external provider’s apps. With an SSL (Secure Socket Layer) data is encrypted online making it less fragile for potential misuse. App sources that do not hold the certificate will not be accessible on HTTPS mode.

So far we are used to secured browsing in data sensitive applications such as banking and e-commerce. However, since many Facebook apps also store user information (like it or not) this seems like a reasonable step in positioning Facebook as a more data secure platform. You can read more about this on Facebook’s Developer Blog.

The HTTPS support for all Facebook apps (page tab and canvas) has been mandatory from October on. HammerKit has taken the necessary steps to comply with this requirement to make sure that our customers’ apps keep providing the best possible user experience.

Being (in)famous of their dynamic nature, the next rather big change is mapped for early January 2012. Facebook will then drop the support of FBML (Facebook Markup Language) for new apps. Existing FBML apps will only work until June 1st. HTML/CSS/Javascript are to be used instead, which is good news for external developers (such as us) who use iframe embedding for FB pages.

I took a little look at how companies are utilizing Facebook applications. Most of them engage the public by different competitions, polls and all kinds of ad hoc information. Everyone seems to be out there crying for likes, but it is baffling to notice that in most cases a real call for action remains forgotten.

A large portion of all web browsing already takes place in the social networks with Facebook dominating that scene. So my question is why are companies not bringing their money making process to where people spend time, talk, share and compare?

For example, a charity organisation can for sure raise a lot of discussion over its cause. But why not include a simple app that asks people to go donate right there and then?

I did find some cases where the opportunities seem to have been grasped.

Check out the examples below:

1) Integrating an online store interface on Facebook

Shnajder Shop was set up in Facebook for promoting the work of Macedonian designers. The best T-shirt designs could be purchased directly from an embedded e-commerce application with an integrated payment system on Facebook. And in this case this was the only point of purchase. The result was an increase both in fan base as well as T-shirt sales.

2) Creating awareness and collecting supporters

Following the oil spill in the Gulf of Mexico in April 2010 a group of women came together to start a viral campaign for drawing attention to the region’s coastal erosion. The goal was to gather signatures to a petition in support of funding and implementation of a plan for a protected and restored Gulf Coast. A Facebook page was set up with the petition and an online toolkit for users to go sign it directly without having to navigate off the page.

3) Connecting with job seekers

HR managers are among the ones most likely to hugely benefit from social media. And the international recruitment agency Adecco taps right into it by utilizing Facebook in their recruitment campaigns where job offers can be browsed directly within the app. Job seekers may also apply directly from the page if a suitable offer pops up.

Now ask yourself: How is your business using social media? Is it enough to be liked, or could I add another money making channel? Are you providing that genuine interaction and essentially a call for action?

It was a dark and gloomy night in Ireland, home of many transnational corporations. Thunder was in the air, ready to burst into a symphony of lightnings and roar. At the Amazon Data Centre the night shift had just begun and the loyal server wards were patrolling the narrow corridors on their usual rounds.

The Irish hounds were howling in the distance. The approaching thunder made everyone restless. A stable humming was echoing from the EC2 servers’ chambers. Suddenly, without a warning, a loud bang shook the building and the humming came to a halt.

A lightning struck an electric transformer. This paralyzed a large number of servers, sadly also those handling most HammerKit sites. Despite of our efforts in restoring the sites asap, the downtime lasted several hours. Everything is however now fixed and sites are working normally.

We are very sorry for any inconvenience caused. This incident revealed weaknesses in our server setup. It is a valuable learning experience that we will take into account when restructuring the setup to better fit the requirements of our customers.