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10 Yetis PR News

Jan 27th 2015

10 Yetis Examples of Good and Bad PR- Tuesday 27th January 2015

Hello all, Lauren here with today's good and bad PR before I set off for a long weekend in Barcelona on Thursday (can you tell that I'm excited?!)

Good PR

Yesterday proved to somewhat of a VERY popular day for new and innovative ways for fast food companies to sell us their deliciously fattening products.

The first example I noticed was from the geniuses at KFC, who are introducing the Double Down Dog, a hotdog sandwiched between a fillet of KFC chicken which is also topped with cheese, honey mustard and relish dressing.

Don't get too excited though. The quite frankly DELICIOUS sounding treat is only available for a limited time in the Philippines, so unless you're planning a trip to Manila in the next few weeks, you probably won't get the pleasure of sampling the delicacy.

The second news appealing to the inner obese person in me emerged from Canada, where the Pizzeria 'Mamma's Pizza' has launched the option of Pizza on a stick.

The creation, dubbed the 'Pizza Lollipop' might seem like a crazy idea considering how easy a slice of pizza already is. Nonetheless Canadian customers seem to be going crazy for the ideas, so it surely must only be a matter of time before we see similar products rolled out amongst the likes of Dominoes, Pizza Hut and Papa John's here in the UK.

Bad PR

Not a great week for international superstar Sam Smith, who has already been the target of some nasty comments from Howard Stern. The controversial US DJ called the popular 22 year old 'ugly, fat and effeminate' on a recent show which caused mass outrage amongst the social media community, not to mention Smith himself and other celebrities.

As if that wasn't enough, Sam is now dealing with the fact that he is required to give writing credit to American singer/songwriter Tom Petty, who claims that Sam's global smash-hit 'Stay With Me' sounds a little too much like his 1989 song 'I Won't Back Down' (no, us either).

It appears that Petty's publisher contacted Smith's team after it noticed a likeness between the two songs, the first of which was written and released three years before Smith was born.
A spokesman for Smith said the singer "acknowledged the similarity", but the likeness was "a complete coincidence".
It was "amicably" agreed Petty and his collaborator Jeff Lynne would be credited as co-writers of the track.
A spokesperson for Smith said:

"Recently the publishers for the song I Won't Back Down, written by Tom Petty and Jeff Lynne, contacted the publishers for Stay With Me, written by Sam Smith, James Napier and William Phillips, about similarities heard in the melodies of the choruses of the two compositions. Not previously familiar with the 1989 Petty/Lynne song, the writers of Stay With Me listened to I Won't Back Down and acknowledged the similarity. Although the likeness was a complete coincidence, all involved came to an immediate and amicable agreement."

It has not been disclosed whether or not Petty will be paid royalties for the track, although considering how massive the song was and still is, we'd be pretty gutted if we were him and we didn't!

PR Lauren 10Yetis Lauren posted on 27/01/2015

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Jan 27th 2015

10 Yetis would like to introduce you to The Beard Olympics

Hello, my name is Daniel. I'm the Lead Web Developer here at 10 Yetis Digital and the creator of the very unique This blog post will hopefully give you a little insight into the how the idea was conceived late last Wednesday night and on the Internet in front of your very eyes by Tuesday morning.

Not one to be dwelling on successes past the inspiration for the site came from the extremely successful Social Santa project we have been working from the past two years. This year Social Santa achieved over 1.5 million page views and over 50,000 natural shares of the URL. It basically motivated me further to work within existing Social API's and seeing what cool stuff you can hack together from them. Having worked with both the Twitter and Facebook API's previously it seemed time to see what I could come up with using the Instagram API.Coming up with an original idea was pretty difficult, the main reason behind this is because whilst Facebook & Twitter are text based and therefore user content can be read and analysed, Instagram is completely photo/video based making it nigh on impossible to consume the actual content being created.

In the end I took inspiration from sites like UsvsTh3m and of course the immensely popular Tinder and came up with the idea for a comparison website powered entirely by content from Instagram. All that was left to do was choose a subject. I toyed with several such as food, gym progress pics and selfies however finally settled on beards as I felt the others would be difficult to expect users to compare. E.g - main course vs a dessert for food.I began building the site immediately after I had decided on the content and as a primarily LAMP stack developer went with the classic HTML site powered by PHP and a MySQL database. The first thing I did was use the excellent Instagram API to begin pulling in any photos with the hashtagBeard. After this I wrote a small JS library which interfaces with the SQL database using Ajax to pull out records and randomly order them so that the user may play.

When testing around the with app I quickly came to the conclusion that I could not possibly call and wait for a database response for each 'turn' for two reasons:
a) Unacceptable user wait times for turns whilst we fetch new images.
b) Extremely high database load

In the end I settled on a method whereby I retrieve 40 records from the Database (allowing for 20 turns, 20 x 2 = 40). Once retrieved the records are shuffled and then place into a 'queue' the top 2 photos are placed into the UI for voting. Once a vote has been cast the two are destroyed and the next 2 are gotten. Once all 40 have been used up the application will fetch another 40 from the MySQL database to play with. This process can repeat continuously if the user chooses to play.

Each card is weighted with an equal amount of plays so no particular card has a better chance than any other of 'winning'. I also realised that some irrelevant pictures were coming through. This was remedied by placing a button indicating for users to report such photos. Any photo being flagged as 'not a beard' 3 times or more will be taken out of the game.

You tell us! In all seriousness we are very pleased with the end product. We think 10 Yetis have once again created something unique and we are sure it's format will be copied in the future which is great for the industry!

PR Dan Benzie 10Yetis Dan Benzie posted on 27/01/2015

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Jan 26th 2015

10 Yetis Examples of Good & Bad PR - Monday 26th January 2015

Afternoon Chums! Nick here with today's Yeti insights into the best and worst in the world of PR.

Good PR

Food giant Unilever has announced the arrival of two rather ropey sounding Easter eggs for the festivities in April, but these really are pushing the boundaries.

Marmite and Pot Noodle flavoured Easter eggs will be hitting the shelves of all major supermarkets and shops next week and although Easter is not until April, there will undoubtedly to sample both eggs to see whether they are surprisingly good or as ghastly as they sound. Either way, you have to applaud this as a great way to engage the masses in a celebration that has a pretty saturated market.

So, will you love or hate them? Either way, you'll be intrigued to try them.

public relations

Image courtesy of the Mail Online

Bad PR

West Midlands Police have made a criminal error (apologies for that one) with their blunder whilst attempting to contact Alex Faragher, 20, to take a statement regarding an incident. Upon arriving at Ms Faragher's home, they discovered she was not in, so called her mobile, but when it went to answer phone, the officer failed to hang up, leaving an extremely long answer message.

Ms Faragher listened to the message in which the officers in question could quite clearly be heard using expletives and referring to the suspected domestic violence victim in unsavoury terms.

West Midlands Police conducted an internal investigation into the matter, whose findings were rejected by Ms Faragher and the issue has now been referred to the Crown Prosecution Service. A lesson to all to make sure that call has ended, especially if you're a copper!

public relations

Image courtesy of the

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PR Nick Sadler 10Yetis Nick Sadler posted on 26/01/2015

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Jan 26th 2015

10 Yetis Weekend Review - Feat: Pinterest Ads, Twitter v Instagram, Winklevoss, Google Penalty Options & Cancer Research

Back once again with our weekend wash-up of what has been going on over the weekend in the digital world. Helping you look switched on in your Monday morning meeting. This weekend had a few big things going on in our world, especially as we get closer to the Superbowl Final and the associated adverts start dominating the Digital Media landscape.

This weekend review features the Twitter v Instagram war hotting up, 7 Ways to Get Traffic other than Google (handy if you have got a Google penalty), Cancer Research, Winklevoss trying to take Bitcoin mainstream and Pinterest stepping up its assault on woo-ing the Ad world.

Twitter v Instagram War Steps Up a Level
Good read over on TheDrum, Twitter has stepped up its war with Instagram. Twitter bosses have started reaching out to its Blue-Star verified celeb, music and sport star community telling them they really should stop posting their pics to their Twitter feed via Instagram and instead post them direct.

Twitter V Instagram

Pic Cred:

The Drum cites this as Twitter trying to catch back up with Instagram now that the filter-fantastic image platform has move signed up members. It will be interesting to see how this plays out given many in the digital world (myself included) are saying that this could be a tough tough year for Twitter.

Contactless Donation Store Fronts from Cancer Research
Again, I may be late to this and it is old news but I love this piece on TrendHunter about Cancer Research partnering with Clear Channel to create contactless donation store fronts. You can wave you contactless bank card over the designated area and it gives them £2.

As simple as that. As the PR blurb says, it gives 24 hour donation capability and also allows the charity to tell its story via an interactive screen alongside the contactless point.

Winklevoss Tries to Take Bitcoin Mainstream with Gemini Exchange Platform
I love this story over on Mashable for lots of reasons. 1. It features the enigmatic Winklevoss Twins. 2. It features Bitcoin, an enigmatic currency platform. 3. The Name the Winklevoss's have chosen for their new biz is Latin for "Twins" apparently; Gemini.

Winklevoss Brothers

So, Bitcoin, the online currency, is a name known worldwide but few in main-stream consumer-land really understand it (wild statement I know, but I think I am right). The Winklevoss's love Bitcoin, to the tune of investing $11m of their own money. Wow. So they have created a platform called Gemini, a New York based, fully regulated, Bitcoin exchange that anyone can use.

They have partnered with a so-far unnamed US Bank to provide reassurance that your money is safe, and generally, this could take Bitcoin from the bedrooms of geek and early-adopting-entrepreneurs, to the masses. WinkleWinners I say.

Got a Google Penalty? 7 Ways to get traffic and leads when Google won't send them
I am not sure how old this piece is over on Moz, but it is a great read. It is fair to say that the majority of people who come to us for PR to help their SEO/SERPS, are doing so because they have some form of Google penalty that they are recovering from. Be that Penguin or Manual (not much we can help with Panda-wise), we can help build their authority link profile back up again via a focussed campaign. Anyway, I digress, but wanted to give some context.

GooglePenalty innit

This piece by Moz is, as ever, a really good read. It is a bit basic in places (includes a nice graphic explaining Affiliate Marketing 101) but I find these things are a great aide memoir (spelling). Very hand for when you are in the middle of working on something and just need to get back to basics.

Pinterest Steps up its Ads Plans
Pinterest, for so long the home of cup-cake makers and wedding planners, has stepped up its Advertising Plans. This is another story from The Drum. As I see it, essentially they are planning to better categorise their users activities, such as "OutDoor Living", "Interior Design" etc in order to make it easier for advertisers to target specific areas and niches.

Pinterest logo innit

This all came from their COO at the AdExchangers event last week. There were a few barbed comments as well, poking at the likes of Twitter and Facebook about showing ads that are more about the future intentions of the consumer, rather than as currently happens with social media platforms, you get ads served on a previous habit.

Pinterest needs to have a big year this year and finally crack serious monetisation so this will be interesting to watch. So far, I think the announcements lack a little bit of glam and pzaz.. both of these words are mainstream digital phrases, I know.

Have a nice week.


PR Andy 10Yetis Andy posted on 26/01/2015

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Jan 23rd 2015

10 Yetis Insight Blog - How to Determine the Target Media for your PR Campaign

Howdy folks, Nick here with some more Yeti insight into the wonderful world of PR. Today I'll be guiding you through our thoughts on how to determine your target media. Getting the right media targets can make or break your campaign, so investing thought and time into the right direction will pay dividends if done correctly. So, sit back and relax for my thoughts on how to get this right, what methods to employ and some small things that can be done to really make a difference in targeting the right people and making sure they cover your brand.

Who you want to target will depend on what kind of campaign you are running, so to cover as many bases as possible, the below tips are for both a traditional and social PR campaign.

First things first you have to remove yourself from your own thoughts and brand and put yourself in the position of the journalists or target media then also the audience you are trying to reach. Quite often, things can become over-complicated and introspective if you don't do this. Try to think less about what you want to say, but what will people want to read in what you want to say. Doing this will keep your campaign appealing but relevant at the same time.

Do your research. Now, many of you reading this may think, 'ummmmmm, of course you muppet!' but I cannot stress just how important this is. Firstly, and very simply, see which publications have covered similar subjects to that of your campaign. Make sure you not only know who has covered these subjects, but when and how often. It's key to also look further than traditional publications' print and online work, get stuck into the social and blogging world. See who is talking about the subjects, how often and how loud their voice is. It's so much easier to get good results if you influence and target these types of people. Their word is often considered gospel and can be shared on a frightening scale, so not only will this get your word out quicker, but your exposure will be far more organic.

Once you know the key targets, get to know their publications or outlets inside out. Know when they have their daily/weekly meetings, lunch, cigarette breaks, whatever, almost as if you would know your own agenda. This will help you get into a routine with your own day so that you can develop a timetable for your day to fit in with theirs.

Let's make no mistake, it's always a good idea to see what is being said about your competitors and more importantly, who is saying it and when. Keep one eye on their work as you build up to your campaign and exploit any gaps in the sector to your advantage, but making sure it's relevant.

When you know who is writing about your subject start compiling media lists, ensuring you focus on these key targets, but also building a broad collection of others who cover the area in general. This will ensure that you don't miss out on any untapped opportunities with other publications, who might not necessarily be on your immediate wish list, but increase the likelihood of coverage.

Build Relationships. As we've talked about, getting a bit more social with your approach also goes a long way. Like all of us, (well, most of us) the people you want to cover your work, have egos, so it never hurts to play to this. Get to know a few key targets or bloggers socially or over email/telephone, share their work (if it's decent of course), let them know of your presence. This will go a long way into getting you recognised as a brand and increase the likelihood of your campaign gaining traction.

Finally, keep your ear to the ground with movements within the industry. Staying abreast with comings, goings and structure of the media will mean you can react swiftly and not miss out on any opportunities. Quite often, if you've developed relationships with certain contacts, they will let you know when they are moving around and request you keep them up to date with your campaign, meaning that you keep the contact, whilst also broadening your range.

So there we have it folks, not an exhaustive account, but hopefully some good tips to get that campaign to the right people!

PR Nick Sadler 10Yetis Nick Sadler posted on 23/01/2015

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