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Intersection of PR and Advertising - Digital Media Strategies

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  • Question: Is clear channel well positioned for a web 2.0 world. Are they doing each well?
  • Question: Is clear channel well positioned for a web 2.0 world. Are they doing each well?
  • Put in the matching graphic for this app like the others – emily has it
  • Transcript

    • 1. The Intersection of PR and Advertising
    • 2. Everything Has ChangedNothing Has Changed
    • 3. Influencing Action Through Story Telling
    • 4. Digital and Social Media
      Where does this fit?
      Enablestrust to bebuilt for brands
    • 5. PAID
      EARNED
    • 6. ADVERTISING
      PR
    • 7. FACEBOOK
      ADVERTISING
      FAN BASEENGAGEMENT
    • 8. PAY PER CLICK / ACTION
      ORGANICSEO
    • 9. iADS
      APPS
    • 10. COMMERCIALS
      VIRAL
    • 11. IT DOESN’T MATTER
      WHAT YOU CALL IT
    • 12. YOUR IDEAS
      RUN EVERYWHERE
    • 13. Who’s An Expert?
      Clearly defined, measurable objectives (PR and advertising)
      Clearly defined client expectations (mastered by advertisers, but not always completely possible with PR)
      Laser targeting of audiences (Mastered by advertisers)
      Careful construction of messages (Mastered by PR experts)
      Efficient execution of campaigns (PR and advertising)
      Efficient, accurate and constant evaluation (mastered by advertisers)
    • 14. Thinking Bigger
      Forget ‘media strategies’ -- think customer-centric strategies
      Forget marketing -- think customer happiness
      Forget influencers -- think enthusiasts
      Forget campaigns -- think learning cycles
      Go deeper than trust -- raise social capital
    • 15. In Today's World Its All AboutBrand Essence Positioning
    • 16.
    • 17.
    • 18. Trust
      Trust is a missing element in today’s world
      Trust is desired by societies
      Trust is earned over time
      Trust is a relationship
      Trust is often local
      Trust can be monetized in many forms
      The trusted brand is the goal.
    • 19. “Do No Evil”
    • 20. NEW AAMCOSPOT“TRUST”
    • 21. DIGITAL MEDIA STRATEGIES
      Social | Mobile | Search | Web | CRM | Outdoor
      Building Personalized Relationships That Built Trust
    • 22. Digital Media Grid
    • 23. Social Media
    • 24.
    • 25. Internet
      The first mass medium where the production tool is the same as the consumption tool
    • 26. This changes everything
    • 27. Internet
      The first mass medium where the production tool is the same as the consumption tool
      The essence of the web (formerly known as web 2.0)
      Creation – People want to create, not just consume
      Social – People want to share
      Distributed – Its all about the network effect
    • 28. New Distribution Models
    • 29. SOCIAL MEDIA
    • 30. We Have 100,000 Fans on Facebook. Now what?
      Facebook Connect
      Single Sign-on
      The Portable Social Graph
      Publishing Activity Back to Facebook
      Fan Page Specific Applications
      Facebook Payments
    • 31. Social Brand Winner
    • 32. Social Media
      • Issues that firms need to keep in mind when developing their social networking strategy? 
      • 33. Personality – who is the voice of each market? Are they trained on best practices?
      • 34. Publishing – when you publish to social media do you have a shrapnel approach to maximize reach
      • 35. Measurement – how are you measuring what's working on page and off page? Multisession measurement? How are you packaging this reach for advertising sales purposes
      • 36. Content Strategy – do you have a master programming strategy that considers the social interaction layer
      • 37. Resourcing – do you have the right people in house for SMO, analytics insights, etc
      • 38. Conversion Strategy – how are you measuring and tuning your conversion strategy – conversation marketing, multivariate testing, a/b testing, etc
      • 39. Engagement – do you have resources assigned to engaging the online conversation that your content starts. The goals should be to convert conversion to referred traffic that drives KPIs
      • 40. Listening Tools – how are you listening to the conversation? Measuring sentiment? Influencers? Up and coming influencers? Share of voice?
    • 41.
    • 42.
    • 43.
    • 44. Baseline Today: Interesting Stats
      Facebook has 260 Billion page views per month vs MySpace at 24 Billion
      Flickr hosts 4 Billion photos – Facebook gets 2.5 Billion new photos per month
      Youtube gets 1 Billion video views per day
      Hulu gets 1 Billion video views per month
    • 45.
    • 46.
    • 47. Obama Inauguration App (Webby Winner)
    • 48.
    • 49. AAMCO iGaauge (AdAge 2009 Top 10 Branded Application)
    • 50. SEARCH
    • 51.
    • 52. SocialWeb Search (Text, Video)Social SearchMobile SearchMobile
    • 53. Search
      Social SearchSearch is shifting from algorithm based search to social powered search
      If I want to know the capital of Estonia, I’ll turn to Google
      If I want to purchase something I turn to people or brands I trust. Ill turn to Twitter and Facebook
    • 54. Organic vs Paid Search
      40% of SEO campaigns aware of their ROI achieve returns in excess of 500%, while only 22% of PPC campaigns were able to achieve this value.
    • 55. Nothing Has ChangedEverything Has Changed
    • 56. Fully-Integrated Services / In-House
    • 57. 10
      Years in business
      5
      Ranked in top independent agencies in USA
      100+
      Professionals
    • 58. Pioneering
      Developed the first inauguration iPhone App ever. Winning a Webby (Obama)
      Developed the first iPhone app for a major newspaper (WashingtonPost)
      Ran the first foreign ambassador campaign over Twitter (Mexico)
    • 59. Unmatched Experience
    • 60. Accolades
      Winner Public Affairs Agency of the Year
      Winner “Webby” Award for Best Mobile App
      Winner of dozens of “Addy” Advertising Awards
      Finalist PRWeek Midsize Agency of the Year
      Named a “Best Place to Work For” 2009
      Winner National PRSA Award of Excellence
      53
    • 61. REEL 2010