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)
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
In Today's World Its All AboutBrand Essence Positioning
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.
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
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
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
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.
10 Years in business 5 Ranked in top independent agencies in USA 100+ Professionals
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)
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