Real-time, Converged Marketing Campaigns in the Travel and Outdoor Industries

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Real-time marketing. Converged media. These concepts are alluring, but a bit nebulous. What do they really mean? Can a small niche outdoor or travel brand take advantage without a multi-million dollar budget?

Mike Geraci, MercuryCSC's VP of Converged Media, shares the answers to these questions and some tips for agency organization and brand thinking.

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Real-time, Converged Marketing Campaigns in the Travel and Outdoor Industries

  1. 1. Converged Media Brand Marketing in Real Time OIA Outdoor University, August 1, 2013
  2. 2. Owned Media Corporate Content Paid Media Traditional Ads Earned Media Organic Converged Media Sponsored Customer Brands that ask for shared Promoted Brand Content
  3. 3. V.P. of Converged Media at MercuryCSC, a leading creative voice in the geotourism and outdoor industries. Mike is charged with creative direction and orchestrating brand communication strategies across paid, earned, owned, and social media channels. Media BrandContentPRNon-Profit ConvergedPSB “White Mike” MIKE GERACI
  4. 4. MERCURYcsc Overview for today • CONVERGED: WHAT DOES IT MEAN? • HOW DID WE GET HERE? • FUNDAMENTAL PRINCIPALS • INFINITE LOOP of AWESOMENESS • CASE STUDIES: CHICAGO, KICKSTARTER • ROAD BLOCKS FOR AGENCIES, DEPTS • HOW DO WE GET THERE?
  5. 5. Owned Media Corporate Content Paid Media Traditional Ads Earned Media Organic Converged Media Sponsored Customer Brands that ask for shared Promoted Brand Content Press coverage Tweets Customer reviews Videos Display or broadcast advertising Website Blogs Facebook Twitter
  6. 6. Fundamentals for Converged • BRAND DRIVEN Brand as Media • CONTENT IS KING Content as Product • INTEGRATED DISTRIBUTION Earned. Owned. Paid • CONSUMER CENTRIC Be of Service
  7. 7. MERCURYcsc 1. Media disruption 2. DIY 3. Brand as media 4. Social Integration Why Converged?
  8. 8. What’s going on in the (news) media?
  9. 9. Just purchased byLinkedIn for $90M
  10. 10. The Pulitzer committee noted, was ”enhanced by its deft integration of multimedia elements” including extensive video, animation and graphics. Won a Peabody this week for being ”a spectacular example of the potential of digital-age storytelling.” 15 editors/ producers 3 months 3.5 million views in the first 10 days
  11. 11. Web 2.0 = Do It Yourself
  12. 12. What was once this: Has become this: Brand as Media
  13. 13. Brand as Media
  14. 14. Social Integration
  15. 15. SMILE MERCURYcsc 03.
  16. 16. Owned Media Corporate Content Paid Media Traditional Ads Earned Media Organic Converged Media Sponsored Customer Brands that ask for shared Promoted Brand Content
  17. 17. MERCURYcsc MercuryCSC’s Infinite Loop of Awesomeness
  18. 18. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  19. 19. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  20. 20. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  21. 21. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  22. 22. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  23. 23. MONTANA @ CLARK & LAKE CASE STUDY
  24. 24. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  25. 25. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  26. 26. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  27. 27. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  28. 28. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  29. 29. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  30. 30. Getting awesome-er...UGC
  31. 31. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  32. 32. EXPEDITION DENALI KICKSTARTER CASE STUDY
  33. 33. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  34. 34. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  35. 35. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  36. 36. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  37. 37. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  38. 38. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA
  39. 39. REALITY05.
  40. 40. Agencies are Lagging • Campaign-focused mindset • Silos/Bunkers • Accelerated pace of change
  41. 41. CHECKING IN ON #HOLYSHIT06.
  42. 42. Outdoor Brands are Lagging • Leading with Paid • Social is unfocused, silo-ed • Not investing in Content • Not investing in Content visibility • Your agencies are in bunkers
  43. 43. Baby Steps... • Have a Plan - Where? • Be the Media - Report • Start with Content • Earned is the hardest to scale • Think about distribution & discovery • Owned & Paid • Monitor • Repeat
  44. 44. DISCUSSION06.
  45. 45. Thank you mike.geraci@mercurycsc.com @MercuryMG MIKE GERACI

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