Digital and Social Media Where does this fit? Enablestrust to bebuilt for brands
FACEBOOK ADVERTISING FAN BASEENGAGEMENT
PAY PER CLICK / ACTION ORGANICSEO
IT DOESN’T MATTER WHAT YOU CALL IT
YOUR IDEAS RUN EVERYWHERE
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.
“Do No Evil”
DIGITAL MEDIA STRATEGIES Social | Mobile | Search | Web | CRM | Outdoor Building Personalized Relationships That Built Trust
Digital Media Grid
Internet The first mass medium where the production tool is the same as the consumption tool
This changes everything
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
New Distribution Models
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
Social Brand Winner
Issues that firms need to keep in mind when developing their social networking strategy?
Personality – who is the voice of each market? Are they trained on best practices?
Publishing – when you publish to social media do you have a shrapnel approach to maximize reach
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
Content Strategy – do you have a master programming strategy that considers the social interaction layer
Resourcing – do you have the right people in house for SMO, analytics insights, etc
Conversion Strategy – how are you measuring and tuning your conversion strategy – conversation marketing, multivariate testing, a/b testing, etc
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
Listening Tools – how are you listening to the conversation? Measuring sentiment? Influencers? Up and coming influencers? Share of voice?
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
Obama Inauguration App (Webby Winner)
AAMCO iGaauge (AdAge 2009 Top 10 Branded Application)
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.
Nothing Has ChangedEverything Has Changed
Fully-Integrated Services / In-House
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