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PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
PSU Lecture - New media
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PSU Lecture - New media

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Presentation deck to accompany a guest lecture I gave at Portland State to an advertising principles class. Was meant to be a quick introduction to new media and the marketing opportunities available …

Presentation deck to accompany a guest lecture I gave at Portland State to an advertising principles class. Was meant to be a quick introduction to new media and the marketing opportunities available with these options.

Published in: Business
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Transcript

  • 1. Alternative and Social Media John Gross Account Director HMH @johngee
  • 2. Paid Earned OwnedTraditional Approach
  • 3. Paid media
  • 4. Earned
  • 5. Owned
  • 6. Evolution Paid Earned OwnedTraditional Approach
  • 7. Paid Media
  • 8. Owned – Old Spice• 3-days, over 180 video responses• Custom messaging to key influencers – Huffington Post, Apollo Ohno, Alyssa Milano, Gizmodo, Ellen Degeneres, Starbucks, even the Chicago Blackhawks – Even facilitated an engagement
  • 9. Earned – Old Spice• Day 1 – Nearly 6 million views (more than Obama’s victory speech)• Day 2 – had 8 of the 11 most popular videos online• After first week, over 40 million views• Old Spice channel became all time most viewed channel
  • 10. Results – Old Spice• Facebook fan interaction – up 800%• Website traffic – up 300%• In the last 3 months sales – up 55%• In the last month sales – up 107%• Old Spice is now the #1 body wash brand for men
  • 11. Earned - Evolution• PR campaign• Possibly integrated with other communications, but generally separate• Focused list of media contacts nurtured over time• Primarily out-bound
  • 12. Earned - Evolution• Critical component of overall communication strategy. So it must: – Enhance the brand experience – Be appropriate messaging for the medium and what your audience will give you credit for• Remember: – Far greater number of influencers – Most important, now a 2-way conversation
  • 13. Earned - Evolution• Objectives can range from – Pushing company messaging – Customer service • company based • consumer-directed (forums) – Consumer research – R&D
  • 14. Operational Challenges• Incorporating into existing structures• Dedicating full-time resources• Overall value of efforts still unclear• Requires measure of risk tolerance
  • 15. Australia Tourism Board• Create interest in Great Barrier Reef• Global campaign on classified budgetSo how ….
  • 16. Australia Tourism Board
  • 17. Australia Tourism Board• 1.4 million applicants• www.islandreefjob.com - 4 million hits/hr on the first day of the campaign• More hits in the UK than Google• 35,000 video applicants from over 200 countries• Media coverage valued at over $80 million
  • 18. Groupon
  • 19. Groupon• Launched in ‘08, struggled to sell soccer tix in Chicago• Kept working on their owned media, their product, refining and honing• Focused on building their database• First 10-12 months, grew exclusively through WOM (earned)• Only recently expanded to paid media
  • 20. Groupon• First national deal, with Gap, this August – $11 million in sales in one day• Valued at over $1 billion• Recently expanded into Japan and Russia• Still expends extensive resources in owned and earned media
  • 21. Mobile• SMS• Mobile ads• 2D codes
  • 22. Resources/Readinghttp://www.slideshare.net/ignitiongroup/agency-25-selection-of-key-slideswww.mashable.comwww.techcrunch.comhttp://www.smartbrief.com/aaaa/Critical Readhttp://www.fastcompany.com/magazine/151/mayhem-on-madison-avenue.html

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