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PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
PRCA breakfast: Positioning Digital Properly
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PRCA breakfast: Positioning Digital Properly

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A new version of the "Integration Triangle" presentation given at a PRCA breakfast briefing on May 29, 2009. …

A new version of the "Integration Triangle" presentation given at a PRCA breakfast briefing on May 29, 2009.

I’ve added a couple of quick case studies (EA Sports/Weiden & Kennedy, Domino’s Pizza Crisis Mgmt, Tourism Queensland/CumminsNitro, Sony/Fallon/Tonic) and a few slides on "why clients might not be buying the engagement model. Hope it all helps.

There’s a plan to present this as a slidecast and video. I’ll update the link here if we go down that route.


Note on Format:

Because I present in Keynote (which SlideShare *can* handle) and include lots of video (which I don’t believe it can), I’ve uploaded this as a PDF. It doesn’t make the transition to PPT very well, I’m afraid.

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Transcript

  • 1. positioni ng digital properly
  • 2. Mat Morrison
  • 3. @mediaczar
  • 4. http://mediaczar.com/blog
  • 5. A little history...
  • 6. A I D A
  • 7. A I D A
  • 8. Awareness A Interest I Desire D Action A
  • 9. 25-34! £££
  • 10. How must we change?
  • 11. Listen
  • 12. Respond
  • 13. In videos posted to YouTube and elsewhere this week, a Domino’s employee ... prepared sandwiches for delivery while putting cheese up his nose, nasal mucus on the sandwiches. New York Times April 16, 2009
  • 14. But what if your clients don’t want to do this?
  • 15. Where do digital channels FIT?
  • 16. JOINED-UP thinking
  • 17. The INTEGRATION Triangle
  • 18. “Real World” Digital Traditional Channels Media
  • 19. Use the relative strengths of each to compensate for the weaknesses of the others
  • 20. Digital Channels Strength Always on/on demand Customer managed relationships/ interactive/self-service (feedback) Messages can spread far and wide Permanent, searchable multi-media records Weakness Un-mediagenic Less message control: everyone can have an opinion and a voice! Cluttered, fragmented environment Permanent, searchable multi-media records
  • 21. Traditional Media Strength Broadest audience reach (still!) High impact & highly-valued by audience Established channels and best practice Relatively high degree of message control Weakness High requirements for story Long lead times Limited back channel Fish & chip wrapper
  • 22. Real World Strength Highest impact Mediagenic High “talkability” Established channels and best practice Weakness Transient Low reach High cost of involvement
  • 23. 350 people on your campaign website is an abject failure...
  • 24. But 350 people in a train station is a STORY
  • 25. They are filming a commercial on our street today; it involves dropping 100,000 bouncy balls down the hill. http://www.flickr.com/photos/saramorishige/28795874/
  • 26. “Real World” Digital Traditional Channels Media
  • 27. SIMPLE RULE Move audience from one corner to another
  • 28. “Real World” Promote Digital Traditional Channels Media
  • 29. “Real World” it cru Re Digital Traditional Channels Media
  • 30. “Real World” Co nte Digital nt Traditional Channels Media
  • 31. “Real World” h i ve A rc Digital Traditional Channels Media
  • 32. tv coverage 168 mins dailies 27 weeklies/monthlies 15
  • 33. tv coverage 168 mins dailies 27 weeklies/monthlies 15 107 blog mentions
  • 34. “Real World” Content Digital Traditional Channels Media
  • 35. “Real World” plus :60 TVC 2 weeks Digital Traditional Channels Media
  • 36. “Real World” :60 TVC Radio Cross-track/Outdoor £2.6m Digital Traditional Channels Media
  • 37. “Real World” it cru Re Digital Traditional Channels Media
  • 38. “Real World” Co nte Digital nt Traditional Channels Media
  • 39. “Real World” h i ve A rc Digital Traditional Channels Media
  • 40. Reduce UK’s CO2 emissions by at least 80% by 2050
  • 41. Include emissions from international SHIPPING and AVIATION
  • 42. “Real World” it cru Re Digital Traditional Channels Media
  • 43. “Real World” Co nte Digital nt Traditional Channels Media
  • 44. “Real World” e hiv Arc Digital Traditional Channels Media
  • 45. “Real World” classified ads & media releases Digital Traditional Channels Media
  • 46. 36,648 videos submitted
  • 47. “Real World” it cru Re Digital Traditional Channels Media
  • 48. 16 shortlisted for “reality show”
  • 49. “Real World” Co BBC Documentary nte Digital nt Traditional Channels Media
  • 50. 1 caretaker chosen
  • 51. “Real World” nt nte Co Digital Traditional Channels Media
  • 52. What do all these have in common?
  • 53. “Real World” Digital Traditional Channels Media
  • 54. Where do digital channels FIT?
  • 55. JOINED-UP thinking
  • 56. 350 people on your website is an abject FAILURE...
  • 57. But 350 people in a train station is a STORY
  • 58. SIMPLE RULE Move from corner to corner

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