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As you may have read in PR Week, Diffusion Mobile has been appointed by Upstream, the international mobile marketing and technology company to leads its integrated media strategy in the UK.  Upstream develops advanced mobile marketing solutions for major brands and operators across 40 countries.

Diffusion Mobile has been briefed to develop and implement an ongoing issues-based campaign to raise Upstream’s profile among chief marketing officers, global operators and analyst communities using online, trade and national media.

A central objective for us will be to raise and manage Upstream’s profile ahead of Mobile World Congress, taking place in Barcelona in February 2010. The campaign will focus on themes relating to consumer response rates and ROI from mobile marketing.

Alexandra Chong, Head of Marketing and PR for Upstream, described the rationale behind the appointment: “Mobile marketing is a young but crowded market, and to achieve penetration it’s vital to engage multiple audiences with very clearly defined messages. Diffusion Mobile was selected on the basis of their experience of executing successful campaigns in the mobile and marketing industries, borne out by the agency’s payment-by-results approach.”

Diffusion’s 2011 PR Graduate Scheme is now open and we’re looking for the brightest and the best to join our award winning team in September 2011.  For more information about our scheme, what we’re looking for in new recruits and to download an application form, please visit our Graduate Careers page here. Remember, the closing date is 31 January 2011.

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As reported by PR Week, La Senza, the global lingerie brand and retailer has appointed Diffusion to develop and implement its social media strategy in the UK and Ireland. This latest win builds on the agency’s expertise working with leading retailers including Primark, Mothercare and Early Learning Centre.

Diffusion has been tasked with increasing awareness and understanding of the La Senza brand, generating quality traffic to boost online sales and driving footfall in La Senza’s 190 stores across the UK and Ireland.  A central objective will be to use social media to emphasise La Senza’s affordable luxury values, the range and quality of product available in store and online and in-store expertise and service. This will be achieved through Diffusion building and managing a brand presence for La Senza on key online platforms to create conversation platforms, as well as running an ongoing influencer relations campaign with key fashion and lifestyle blogs and forums.

Situl Thakrar, Head of Online for La Senza commented, “Social Media has proved itself to be invaluable for fashion retailers in driving awareness and engagement with customers and, when done well, converting that engagement in to sales.  We are seeing our customers using social media not just as a way to communicate, but also as a way to engage with ‘subject matter experts’ when make a considered purchase”.

Thakrar continued, “There are an increasing number of agencies who claim they ‘get’ social media who are jumping on the bandwagon, but most lack the direct experience and results that Diffusion were able to demonstrate, particularly in advising retail brands.  What really set them apart was their understanding that social media does not sit in a silo and is vital in shaping and managing brand reputation across an organisation.  Diffusion’s focus on actionable insights and the bottom line will make them an integral partner in continuing to drive La Senza’s popularity and growth in the UK and Ireland.”

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As you may have read in Marketing Week, Diffusion has been working with mobile location-based social networking service Foursquare to create an official presence for our client Metro. This is a UK first with Metro becoming the first UK national newspaper to feature editorial content on the social networking site. You can follow Metro on foursquare here.

Users of Foursquare who follow Metro will now be able to view London restaurant and entertainment reviews from the UK’s third largest national newspaper when they ‘check- in’ to relevant places, providing them with up to date trusted reviews, exactly when they need them.

Jamie Walters, Digital Director, Metro had this to say, “Foursquare is a cutting edge social tool that helps users find new ways to explore cities, making it the perfect fit for Metro’s Urbanite and City Clicker audiences.  We are really excited to be the first UK newspaper to take advantage of this platform and I am sure users will find our reviews helpful when they are on the move and exploring the UK’s cities.”

Metro’s readers, particularly those living in London, have become enthusiastic early adopters of Foursquare in the UK and they are crying out for tips they can trust.  By creating a dedicated Metro layer on Foursquare we now have the ability to deliver targeted, timely and trusted editorial reviews to Metro readers and to create new opportunities for brands keen to work with an established media partner to deliver location based marketing.

Today we launched our Social TV Trends Report 2010 showcasing interesting findings for the future of broadcasting, as covered by Broadcast Magazine, Media Week, BBC News, and The Independent.  Surveying over 2,000 British consumers with YouGov, the results show that a night in front of the television is not quite what it used to be. Many of us are multi-tasking as we surf the web, instant message and text whilst watching our favourite shows.

Women are leading this trend, as 40 per cent of women surveyed said they consume more than one type of media at any one time. Although men aren’t too far behind at 29 per cent, there looks to be some truth in the myth behind a woman’s ability to multi-task!

Consumers have indicated that they want to see a future of television and internet access joined together on their TV set. Keen for functions that will enable them to comment, vote and download information on the programmes they are watching. Viewers want instant commentary and recommendation by their family and friends, currently turning to social networks and text messaging to do this whilst watching.

With manufacturers already producing internet enabled television sets the next step lies with production companies and broadcasters. How long will it be before they are working in conjunction with retailers, music companies and social networks to elevate their product to the next level? In a time where technology and its accessibility are at a premium, will TV keep ahead of the curve and act on the predicted trends? The report is positive news for the broadcasting industry, but it is essential that broadcasters take notice, and don’t get left behind.

As reported by PR Week, Mothercare has appointed Diffusion to an exciting, integrated brief to help develop the social media strategy for its iconic Mothercare and Early Learning Centre retail brands.  We have also been tasked to raise national awareness for Mothercare’s social networking site for new and expectant parents, Gurgle.com, through a high-impact mainstream print and broadcast campaign.

Mothers and young parents are an increasingly active group online, placing a huge amount of value on the opinions, advice and recommendations of their peers.  Figures from comScore reveal that over 4.6 million mothers in the UK go online every month, spending over 26 hours surfing the web with a high focus on retail sites.  We will be working with Mothercare and Early Learning Centre to develop an online engagement strategy based on actively listening to perceptions of the brand and its products online and then increasing participation on key parenting blogs, forums and social networking sites.

Key objectives will be to use social media to emphasise Mothercare’s expertise and heritage in the baby and parenting space, as well as promote key products and offers to drive both footfall on the High Street and sales via the brands’ ecommerce sites.

Our issues-based PR campaign for Gurgle.com will seek to make it a destination site for expectant and recent mothers looking for advice from both resident experts as well as the site’s extensive community of mothers. Core to the campaign will be to increase Gurgle’s profile in national and lifestyle press, positioning Nifa McLaughlin, editor of Gurgle.com as a recognisable media spokesperson on key social, lifestyle and health issues effecting new parents.

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Was this really the UK’s first Digital Election? That was the question we wanted to try to answer, at least in part, when Diffusion commissioned YouGov to examine the impact that online campaiging played as we headed to the polling stations on May 6th.  You may have seen the results of our Digital Election Report covered exclusively by the Financial Times last month, but I wanted to share some of the data in a bit more detail with you below.

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One of the key research findings was that over half  (56 per cent) of the voting age population consumed political information via digital channels during the General Election campaign. However, despite the hype surrounding some social media channels, one of the most popular sources for political information online were the websites for candidates and political parties, with 19 per cent of the public as a whole and a third of voters aged 18-24, visiting these sites over the course of the campaign.

Twitter was arguably the most hyped platform in the run up to and during the election itself, but our research shows that only 5 per cent of UK voters read any political content via the site, rising to only 13 per cent for those aged 18-24. This contrasts with Facebook, which was one of the big winners of the Digital Election with over a third (36 per cent) of those aged 18-24 reading political information on the platform. Of the sites we surveyed,  Facebook  was the most popular single online source of election information for young voters.  The social network also remained influential with those aged 25-34 with almost a quarter of this group (24 per cent) consuming political information on the site.

Online video content was a focus for all the main political parties, however only 8 per cent of the public watched political videos on sites such YouTube during the General Election campaign, but this figure is significantly higher at 25 per cent for 18-24 year olds.  Online advertising was also a prominent part of the online election campaign, with both the Labour Party and the Conservatives investing in Google AdWords and other online advertising campaigns on key sites.  According to our research 12 per cent of adults, rising to a quarter of 18-24 year olds, recall seeing online political advertising during the election campaign.

Interestingly, email, one of the oldest and potentially most effective digital channels and one which was a cornerstone of Barack Obama’s campaign, seems to have made minimal impact in this General Election.  Only 13 per cent of those surveyed can recall receiving any emails from political parties and organisations in the run up to May 6th.

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This was also not the ‘Mumsnet Election’. It appears that blogs and forums played a much more limited role as a source of political information for the general public, with only 11 per cent recalling reading political information on such sites.  While ‘online mums’ were courted by Cameron, Clegg and Brown, blogs and forums were actually twice as popular among men (15 per cent) compared to women (just 7 per cent) as sources of political news and commentary.

Finally, we also wanted to gauge the impact of digital campaigning on the voting intentions of the public. Did voters feel that the information they read and shared online actually made any difference? Now, asking voters  to separate out the impact of different channels on a decision as complex as voting is a difficult task, but the research revealed some important results.

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Of those that consumed political information online during the election, only 19 per cent claimed it made no impact on how they voted. Significantly, 15 per cent of voters stated that the political content they consumed online had either a ‘fair amount or great deal’ of influence on who they decided to vote for on 6th May. This may seem like a small amount, but a couple of percentage points can be more than enough to sway an election outcome.

As shown throughout the research, younger voters were most likely to have engaged with the General Election online and also most likely to be influenced by online campaigning. YouGov found that almost a third (30 per cent) of 18 – 24 year olds stated that their decision on how to vote was effected to a fair or great degree.

While the 2010 election campaign was dominated by the novelty of the TV debates, it is clear that digital channels, many also used for the first time in a General Election, influenced the electoral choices of British voters to varying degrees.  This was not the Digital Election some had predicted, but it certainly was a Digital Election, with online campaigning making an impact with large sections of the British electorate.

In the weeks ahead all political parties will no doubt be receiving the results of even more in-depth studies into the effectiveness of their online campaigns. If their results mirror ours, there will be some important lessons that will need to be learned ahead of the next General Election, whether it takes place in five months or in five years.

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Metro, the UK’s third largest national newspaper has appointed integrated agency Diffusion to develop and implement its social media strategy for Metro.co.uk. Diffusion has been briefed to build awareness of Metro’s online offering to the 3.5 million consumers who read the paper daily in 33 cities across the UK.

The campaign will look to make Metro.co.uk a destination site for ‘City Clickers’, 18 to 44 year-old young urban professionals looking for the best entertainment, showbiz and sports news as well as the strange and irreverent stories for which Metro has become famous.

Core to the campaign will be to increase online engagement and conversations between the paper and its readers and creating new digital marketing opportunities for advertisers.  Diffusion will be developing Metro’s presence and engagement with readers on key social media platforms as well as building relationships with key bloggers across a range of niche subject areas and at a regional level.

In addition to building visits and reader loyalty to Metro.co.uk, Diffusion will also be promoting Metro’s online services, including the launch of its World Cup Fantasy Football game this month.

Abi Slater, Head of Marketing for Metro commented, “Metro.co.uk has established a strong reputation for fun and irreverent content which sets it apart from traditional newspaper websites. While the newspaper clearly owns the mornings, the website has the potential to give people more Metro moments throughout the day and week.  Sustained online consumer PR and strategic use of social media channels will be key to building awareness, traffic and consumer loyalty to Metro.co.uk. Diffusion impressed us with their strong understanding of social media and the ability to showcase real results from working with online media brands”

Ivan Ristic, director, Diffusion commented:  “The 2010 General Election was a watershed moment in proving the importance of digital channels and online communities to the media industry.  Metro has recognised this with the rebrand of Metro.co.uk and the campaign will provide a positive, solid platform enabling users to share content at a time when other news outlets are restricting access to their sites.”

The first of the Election TV debates is just hours away and as reported today by PR Week, the post debate spin operation will be on a mammoth scale.  However, despite the army of official spin doctors attempting to convince the media that their man was the victor, journalists will also being playing close attention to the vast online spin room known as Twitter.

From Prime Minister’s Questions to Glee, Twitter has become the official social media TV ‘back channel’ with thousands of viewers using the platform to comment in real-time about the programmes they are watching.  The first of the leader debates is likely to see this trend taken to a new level.  Now, that’s not to say that the reactions on twitter will automatically be more authentic and representative of the viewing audience – every party’s activists and supporters will be furiously tweeting up the performance of their candidates. But before having to negotiate ‘spin alley’ the banks of journalists watching the debate from the press room will be able to tap into twitter and get an immediate feeling for the exchanges and strange behavioural tics that have got people watching talking.

It would be naive to presume that those reactions on twitter won’t make any impact on the way specific journalists chose to report tonight’s events. For those of you wanting to follow the debate while watching DIY SOS I understand the official twitter hashtag will be #LeadersDebate

Today sees the publication of a landmark study, the Digital Integration Report, conducted jointly by Diffusion and PR Week. We surveyed almost 130 clients, drawn from across in-house comms, marketing and digital departments, in an attempt to reveal exactly how organisations are grappling with the challenge of integrating digital into their communication strategies.

Digital is one of the defining issues for the PR industry and PR professionals today and we wanted to look beyond the social media industry echo chamber and listen to the views of real brand owners. How important really is digital and search? How much budget are brands devoting to social media? How are clients measuring results and looking to evaluate return on investment? Where does responsbility for digital sit within organisations and how well is it being integrated? Are PR agencies providing the digital experise that brands require?

The revealing and thought-provoking answers to these questions and many others can be found in the  report published by PR Week here and you can also watch a special video podcast we’ve recorded discussing some of the highlights from the report, below.  The research collected a wealth of data and we will be publishing further insights next week on PRWeek.com and on this blog.  Required reading for anyone involved in communication. You can also download a pdf of the report here.