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  • 10/11/11 16:56 C:\\Documents and Settings\\cullec\\Local Settings\\Temp\\cache\\OLK3BD\\MC Presentation Template_v2.ppt
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15. d2 global andrew bleeker h&k 15. d2 global andrew bleeker h&k Presentation Transcript

  • case studies TRENDS IN DIGITAL PR 14 April 2011 Hill & Knowlton Confidential and Proprietary
  • Digital Media in 2011
      • The Digital Landscape
      • Uses of Digital
      • Emerging Trends
      • Is It Working?
    AGENDA Hill & Knowlton Confidential and Proprietary
  • Defining Social Media Something Happens Journalists Bloggers Observers DEFINING DIGITAL MEDIA 2011
  • Digital Media in 2011
      • The old sources of influence are no longer sufficient
        • Facebook has over 500 million active users, 50% log on every day
        • 150 years of YouTube video consumed every day on Facebook
        • Over 460,000 new Twitter accounts are created daily
      • Ref: Quantcast
    THE DIGITAL LANDSCAPE IN 2011
  • Digital Media in 2011 TRENDS IN DIGITAL PR Hill & Knowlton Confidential and Proprietary
      • Organizations and companies are using digital:
      • To achieve additional business goals
      • To provide tools rather than only content
      • To better explain difficult concepts
      • To better capitalize on moments
  • Digital Media in 2011 1. A WHOLISTIC APPROACH Hill & Knowlton Confidential and Proprietary
  • Digital Media in 2011 1. ACHIEVE ADDITIONAL BUSINESS GOALS Hill & Knowlton Confidential and Proprietary
      • Media Relations : General Electric
      • Respond directly to other influentials in media, not just individuals
  • Digital Media in 2011 Hill & Knowlton Confidential and Proprietary
      • Customer Service : Comcast
      • Conduct direct customer service with a personal face
    1. ACHIEVE ADDITIONAL BUSINESS GOALS
  • Digital Media in 2011 Hill & Knowlton Confidential and Proprietary
      • Internal Collaboration : IBM
      • Facilitate open, internal collaboration
    1. ACHIEVE ADDITIONAL BUSINESS GOALS
  • Digital Media in 2011 2. PROVIDE DIGITAL TOOLS Hill & Knowlton Confidential and Proprietary
      • Connecting on and offline activity : Nike+
  • Digital Media in 2011 Hill & Knowlton Confidential and Proprietary
      • Tools for conducting everyday activities : PNC, American Express
    2. PROVIDE DIGITAL TOOLS
      • American Express has 8 iPhone apps
      • featuring different tools
  • Digital Media in 2011 Hill & Knowlton Confidential and Proprietary
      • Electric Car : BMW
    2. PROVIDE DIGITAL TOOLS
  • Digital Media in 2011 3. EXPLAIN DIFFICULT CONCEPTS Hill & Knowlton Confidential and Proprietary
      • Financial Reform : The White House
  • Digital Media in 2011 Hill & Knowlton Confidential and Proprietary
      • Interactive tools to explain complex information : NYTimes, Kiplinger
    3. EXPLAIN DIFFICULT CONCEPTS
  • 3. EXPLAIN DIFFICULT CONCEPTS
  • Digital Media in 2011 4. CAPITALIZE ON MOMENTS Hill & Knowlton Confidential and Proprietary
      • Mobilize supporters, quickly and en masse : Avaaz in India, Livingsocial
      • Hundreds of thousands of signatures in a matter of days
      • More than $2 million raised in 24 hours
  • Digital Media in 2011 Hill & Knowlton Confidential and Proprietary
      • Generating Viral Growth : Organizing for America
    4. CAPITALIZE ON MOMENTS
      • Over 500,000 new free supporters
  • Digital Media in 2011 Hill & Knowlton Confidential and Proprietary
      • Mobile Petitions : Rio Governor Sergio Cabral
    4. CAPITALIZE ON MOMENTS
      • 100,000 petitions signed in 24 hours
  • Digital Media in 2011 IS IT WORKING? Hill & Knowlton Confidential and Proprietary
      • How do we track against core business goals?
  • case studies Questions? [email_address]