Social Media and PR
Leigh Fatzinger
Principal, On Message Ventures
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Quick Agenda
What’s happening in Traditional Advertising and PR?
Social Media Tools
Effectiveness in Social Media Relations
A couple of Case Studies
Questions and Feedback
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Oversimplification
52% of all marketing communication services revenue in the US
comes from just four agencies: Omnicom, WPP, Interpublic and
Publicis (Advertising Age)
Smart agencies, big (consolidation) and small (specialization), will
survive.
Mid-sized agencies will adapt, sell, or die and will bear almost no
similarities to agencies even in the late 1990’s.
There will always be a need for solid media and public relations.
The sooner this happens the better.
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Why is the traditional model failing?
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Global
Creativity Media Technology Market
Who knows Mass content Final Cut Web Designer
more than generation. Studio: $1,300 Seattle: $70K-
you? New sources Creative Suite: $90K
Who is more for reach never $1,600 Web Designer:
specialized before Bandwidth: Cluj, Romania:
than you? available. ~$100/month $20,000
Long Tail type Storage: Qualifications:
customization. $1Gig Same
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Examples.
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Media Buying.
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Creative Process.
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Press Releases.
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What will save agencies?
Make the creative better.
Think small - think Long Tail.
Make the delivery more
effective.
Focus.
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Social Media Relations Tools
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Blog/Technorati
Video/YouTube/Seesmic
Podcasting
Twitter/Microblogging
Facebook/MySpace
Community
Digg/StumbleUpon/Del.icio.us/Furl
Tying it together and Measuring.
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Blogs. Good ones.
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Technorati.
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Video.
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Podcasting.
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Twitter.
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Facebook/MySpace.
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Community.
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Tying it together.
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Metrics.
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Case Study: The Power of SMR.
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Proactive Alerts
The Most Basic Research - Sometimes it’s just a click
Mixed Response Media - Not only online
Actually Following-Up
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The Social Media Payoff
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Effectiveness is driving SMR...
85% of respondents are
using “Web 2.0” to build 1-
to-1 relationships with
customers.
84% of respondents believe
“Web 2.0” as a highly
effective way to build loyalty.
70% state “Web 2.0” is only
one quarter of their budget.
Source: DMA: New Media Experience in DM & Brand, May 2008
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...because it has a loyal audience.
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The Web is used differently then even five years ago.
Surf is down (save for StumbleUpon).
Search is up (no explanation necessary).
Building targeted metadata is very, very cheap.
With Social Media mixed into a PR strategy, search becomes less
random, more directive.
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Targeting great content with laser focus is here.
Tagging great content leads to the most cost-effective method of
delivery.
Traditional channels have rapidly declining relevance in delivering it.
Social Media and Social Media Relations will have a huge impact -
if done smartly and unobtrusively.
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Thank you.
Leigh Fatzinger
Principal, On Message Ventures
206 571 9629 voice
leigh@onmessageventures.com
Twitter/Skype: lfatzinger
Facebook/LinkedIn: Leigh Fatzinger
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