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The new communications mix
The new communications mix
The new communications mix
The new communications mix
The new communications mix
The new communications mix
The new communications mix
The new communications mix
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The new communications mix
The new communications mix
The new communications mix
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The new communications mix

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A presentation I gave a few months back on 'The new communications mix: introducing earned and owned media'

A presentation I gave a few months back on 'The new communications mix: introducing earned and owned media'

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  • SAAB was on compuserve
  • SAAB was on compuserve
  • SAAB was on compuserve
  • SAAB was on compuserve
  • SAAB was on compuserve
  • SAAB was on compuserve
  • SOME GUYS SAW FRIENDSTER AND DECIDED TO MAKE THEIR OWN

    EVEN TOM DOESNT USE MYSPACE ANYMORE
    $580million USD newscorp

  • SAAB was on compuserve
  • SAAB was on compuserve
  • SAAB was on compuserve
  • SAAB was on compuserve
  • SAAB was on compuserve
  • SAAB was on compuserve


  • this video has had 3.6 million views in the past few weeks

  • SHOW SOME REAL LIFE EXAMPLES
    AND I WILL LINK IT BACK TO WHAT THIS MEANS FOR BRANDS




  • NOTE THE CREATION OF A MEME
    THAT REPLICATES ITSELF










  • THE QUESTION IS NOT “HOW DO WE DO SOCIAL MEDIA”
    THE QUESTION IS - HOW DO WE TAP INTO THE POWER OF THESE ONLINE CONVERSATIONS, AND INTEGRATE THIS INTO OUR BROADER COMMUNICATIONS MIX













  • Australian Payments and clearing association


  • PEOPLE WERE LINED UP AROUND THE STREETS














  • Transcript

    • 1. Social media = online conversations between real people.
    • 2. Insert 73 slides about how cool and important this stuff is.
    • 3. SO WHERE HAVE THESE CONVERSATIONS BEEN HAPPENING?
    • 4. SO WHERE HAVE THESE CONVERSATIONS BEEN HAPPENING? 1980 s
    • 5. SO WHERE HAVE THESE CONVERSATIONS BEEN HAPPENING? Late 1980s
    • 6. SO WHERE HAVE THESE CONVERSATIONS BEEN HAPPENING? Late 1980s
    • 7. SO WHERE HAVE THESE CONVERSATIONS BEEN HAPPENING? 1993
    • 8. SO WHERE HAVE THESE CONVERSATIONS BEEN HAPPENING? 1997
    • 9. SO WHERE HAVE THESE CONVERSATIONS BEEN HAPPENING? 1999
    • 10. SO WHERE HAVE THESE CONVERSATIONS BEEN HAPPENING? 2002
    • 11. SO WHERE HAVE THESE CONVERSATIONS BEEN HAPPENING? 2003
    • 12. SO WHERE HAVE THESE CONVERSATIONS BEEN HAPPENING?
    • 13. SO WHERE ARE THESE CONVERSATIONS HAPPENING TODAY?
    • 14. SO WHERE ARE THESE CONVERSATIONS HAPPENING TODAY?
    • 15. SO WHERE ARE THESE CONVERSATIONS HAPPENING TODAY? HAPPENING?
    • 16. SO WHERE ARE THESE CONVERSATIONS HAPPENING TODAY? HAPPENING?
    • 17. SO WHERE ARE THESE CONVERSATIONS HAPPENING TODAY? HAPPENING?
    • 18. WHAT ARE PEOPLE TALKING ABOUT? SO WHERE ARE THESE CONVERSATIONS HAPPENING TODAY?
    • 19. WHAT ARE PEOPLE TALKING ABOUT? SO WHERE ARE THESE CONVERSATIONS HAPPENING TODAY?
    • 20. WHAT ARE PEOPLE TALKING ABOUT? SO WHERE ARE THESE CONVERSATIONS HAPPENING TODAY?
    • 21. WHAT ARE PEOPLE TALKING ABOUT? SO WHERE ARE THESE CONVERSATIONS HAPPENING TODAY?
    • 22. So what are people actually talking about online?
    • 23. ≈
    • 24. WHAT ARE PEOPLE ACTUALLY DOING? Sharing stories Watching videos Talking with friends Showing support Sharing links Laughing at cats Finding lovers Discussing pencils Sharing dreams Announcing their location Organising events Whining about Telstra Arguing Playing Farmville Tweeting their breakfast Posting fan fiction Correcting grammar Stalking celebrities Publishing reviews Blogging about nappies Shouting at each other Making Startrek meerkats Commenting on blogs Helping find restaurants Making friends LOLing at hipsters Choosing a TV Finding funny Streetviews Making enemies Editing Wikipedia articles Talking with brands Curating content Making content Posting their bra colour Making holiday plans Spruiking their wares Defriending Hanging with Batman Organising parties Reviewing products Downloading photos Talking about brands Making lolcats Bitching out cafes Complaining Chatting with friends Protesting Finding jobs Fighting ninjas & pirates Subverting governments Finding music Collecting mad lolz Photoshopping Networking Pics or it didn’t happen Mashing up content Wanting the old Facebook Dancing on ChatRoulette Admiring charts Making new memes Ask questions Saying #fail Live-blogging Lending moral support Giving photo feedback Finding Wally Making art Asking WTF?
    • 25. WHAT ARE PEOPLE ACTUALLY DOING? Sharing stories Watching videos Talking with friends Showing support Sharing links Laughing at cats Finding lovers Discussing pencils Sharing dreams Announcing their location Organising events Whining about Telstra Arguing Playing Farmville Tweeting their breakfast Posting fan fiction Correcting grammar Stalking celebrities Publishing reviews Blogging about nappies Shouting at each other Making Startrek meerkats Commenting on blogs Helping find restaurants Making friends LOLing at hipsters Choosing a TV Finding funny Streetviews Making enemies Editing Wikipedia articles Talking with brands Curating content Making content Posting their bra colour Making holiday plans Spruiking their wares Defriending Hanging with Batman Organising parties Reviewing products Downloading photos Talking about brands Making lolcats Bitching out cafes Complaining Chatting with friends Protesting Finding jobs Fighting ninjas & pirates Subverting governments Finding music Collecting mad lolz Photoshopping Networking Pics or it didn’t happen Mashing up content Wanting the old Facebook Dancing on ChatRoulette Admiring charts Making new memes Ask questions Saying #fail Live-blogging Lending moral support Giving photo feedback Finding Wally Making art Asking WTF?
    • 26. So what does all this mean for brands?
    • 27. What we do hasn’t changed. We use media to communicate brand messages and influence behaviour.
    • 28. We just have lots of new places to make friends with consumers. And sometimes we don’t have to pay for media - we can earn it or create it.
    • 29. Social media = online conversations between real people.
    • 30. Goodbye "social media”
    • 31. The new communications mix media, Integrating paid earned media and owned media
    • 32. PAID MEDIA EARNED MEDIA OWNED MEDIA
    • 33. PAID MEDIA EARNED MEDIA OWNED MEDIA You pay publishers to push your message to their audience. TV Radio Print Outdoor Banner ads SEM
    • 34. PAID MEDIA EARNED MEDIA OWNED MEDIA You pay publishers to push You do nice things for your your message to their audience and they carry your audience. message for you. TV Make people laugh Radio Make people intrigued Print Make people cry Outdoor Make people think Banner ads SEM Make your content SHAREABLE
    • 35. PAID MEDIA EARNED MEDIA OWNED MEDIA You pay publishers to push You do nice things for your You create tools and content your message to their audience and they carry your that attract an audience. audience. message for you. Corporate websites TV Make people laugh Online communities Radio Make people intrigued Facebook page Print Make people cry Twitter account Outdoor Make people think Blogs Banner ads Branded content channels SEM Make your content SHAREABLE
    • 36. PAID MEDIA EARNED MEDIA OWNED MEDIA You pay publishers to push You do nice things for your You create tools and content your message to their audience and they carry your that attract an audience. audience. message for you. Corporate websites TV Make people laugh Online communities Radio Make people intrigued Facebook page Print Make people cry Twitter account Outdoor Make people think Blogs Banner ads Branded content channels SEM Make your content SHAREABLE
    • 37. So how do we earn media?
    • 38. You earn media by making friends for your brand. You make friends for your brand the same way you make friends in the real world.
    • 39. You earn media by making friends for your brand. You make friends for your brand the same way you make friends in the real world.
    • 40. You earn media by making friends for your brand. You make friends for your brand the same way you make friends in the real world. - Listen before you talk - Be generous - Connect people - Show respect - Interact on their terms - Having a personality
    • 41. MYER MyThreads
    • 42. KFC Cayan Grill
    • 43. KFC AUSTRALIA CAYAN GRILL KFC Australia fan page live Sunday 14 June supported by Facebook engagement ads. Cayan Grill coupon linked to fan page Tuesday 16 June.
    • 44. KFC AUSTRALIA THE RESULTS The burger sold out in several stores: Monday 7,000 fans Tuesday 15,000 fans Wednesday 19,000 fans Thursday 24,500 fans Friday 29,900+ fans Monday 50,000+ fans 6 July 83,700+ fans
    • 45. Huggies Parent’s Exchange
    • 46. Football Australia - World Cup Bid
    • 47. A strategic approach from Forrester: P.O.S. T.
    • 48. A strategic approach from Forrester: P.O.S. T.
    • 49. A strategic approach from Forrester: P.O.S. T. PEOPLE Who are your customers? What do they need? What are they interested in? Where do they hang out online?
    • 50. A strategic approach from Forrester: P.O.S. T. PEOPLE OBJECTIVES Who are your customers? What are you trying to achieve? What do they need? What does success look like? What are they interested in? Do you want to drive sales? Where do they hang out online? build relationships? Or
    • 51. A strategic approach from Forrester: P.O.S. T. PEOPLE OBJECTIVES STRATEGY Who are your customers? What are you trying to achieve? What will you do to change your relationships with your What do they need? What does success look like? customers? What are they interested in? Do you want to drive sales? What will you offer them? Where do they hang out online? build relationships? Or What conversations will we become part of? What influencers will you engage with? What are the key things you will listen out for?
    • 52. A strategic approach from Forrester: P.O.S. T. PEOPLE OBJECTIVES STRATEGY TECHNOLOGY Who are your customers? What are you trying to achieve? What will you do to change your What platforms will you build a relationships with your presence on? What do they need? What does success look like? customers? Which tools and sites will you What are they interested in? Do you want to drive sales? What will you offer them? use to engage people? Where do they hang out online? build relationships? Or What conversations will we What technology will you use become part of? for monitoring? What influencers will you engage with? What are the key things you will listen out for?
    • 53. A few final thoughts...
    • 54. A few final thoughts... Listen first, then talk
    • 55. A few final thoughts... Listen first, then talk Earn media by making friends
    • 56. A few final thoughts... Listen first, then talk Earn media by making friends Always be generous - give more than you take
    • 57. A few final thoughts... Listen first, then talk Earn media by making friends Always be generous - give more than you take Be strategic - remember POST
    • 58. A few final thoughts... Listen first, then talk Earn media by making friends Always be generous - give more than you take Be strategic - remember POST Make sure you’re fluent in the language
    • 59. A few final thoughts... Listen first, then talk Earn media by making friends Always be generous - give more than you take Be strategic - remember POST Make sure you’re fluent in the language DON’T BE BORING!

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