Intersection of PR and Advertising - Digital Media Strategies
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Intersection of PR and Advertising - Digital Media Strategies

on

  • 947 views

 

Statistics

Views

Total Views
947
Views on SlideShare
940
Embed Views
7

Actions

Likes
1
Downloads
45
Comments
0

2 Embeds 7

http://www.linkedin.com 6
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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

Intersection of PR and Advertising - Digital Media Strategies Presentation 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