INTERACTIVE STRATEGY - 55, AV. MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM Social Media vs PR PubCon 2009

Imagine PR Without TV

PR & The Media Broadcasting your brand story: Print Radio TV

Broadcasting your brand story:

Print

Radio

TV

The Internet Yet Another Marketing Channel 2 Unique Aspects

Yet Another Marketing Channel

2 Unique Aspects

2 Unique Aspects A Multicast Medium A Multi-Directional Medium

A Multicast Medium

A Multi-Directional Medium

A Multicast Medium TEXT + AUDIO + VIDEO

TEXT

+

AUDIO

+

VIDEO

A Multi-Directional Medium

A Multi-Directional Medium Top-Down Bottom-Up Peer-to-Peer

Top-Down

Bottom-Up

Peer-to-Peer

A New (Social) Ecosystem Brands Talk to Consumers Consumers Talk to Brands Consumers Talk to Consumers

Brands Talk to Consumers

Consumers Talk to Brands

Consumers Talk to Consumers

Online PR & Social Media Change & Evolution

Word of Mouth Before

Word of Mouth Now

Online PR: 3 Angles Reach Search Community

Reach

Search

Community

Online PR: Reach Journalists Media Relations Etc…

Journalists

Media Relations

Etc…

Online PR: Search PR Web (pay & upload) PR Newswire (managed) Tons of Hybrids…

PR Web (pay & upload)

PR Newswire (managed)

Tons of Hybrids…

Online PR: Community Press Conferences Publicity Events Stunts

Press Conferences

Publicity Events

Stunts

A New (Social) Ecosystem Sharing your brand story: Connections Content (text/audio/video) Conversations

Sharing your brand story:

Connections

Content (text/audio/video)

Conversations

Social Media: Reach Blogger Outreach Brand Evangelists Niche Influencers

Blogger Outreach

Brand Evangelists

Niche Influencers

Social Media: Search Social Content Creation SNO: Digg, Reddit, SU, Mixx… UGC

Social Content Creation

SNO: Digg, Reddit, SU, Mixx…

UGC

Social Media: Community Reputation Management Customer Relations Community Involvement YouTube, Facebook, etc…

Reputation Management

Customer Relations

Community Involvement

YouTube, Facebook, etc…

Business Case: Molson Dry A Leading Canadian Beer Challenge: mainstream beer in an indie market Goal: bridge the gap between mainstream and niche markets

A Leading Canadian Beer

Challenge: mainstream beer in an indie market

Goal: bridge the gap between mainstream and niche markets

Molson Dry: Online PR Role Invite Journalists Issue Press Releases Execute Event

Invite Journalists

Issue Press Releases

Execute Event

Molson Dry: Social Media Invite Bloggers Publish Social Content/Posts Before, During, and After Event Engage Bloggers/Influencers

Invite Bloggers

Publish Social Content/Posts Before, During, and After Event

Engage Bloggers/Influencers

Molson Dry: Results / KPI 27 bloggers & 100+ of their readers attended the event Over 50 posts & 300 comments 3 Facebook groups created naturally Great feedback received by bloggers about what Molson needs to improve

27 bloggers & 100+ of their readers attended the event

Over 50 posts & 300 comments

3 Facebook groups created naturally

Great feedback received by bloggers about what Molson needs to improve