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Smart Pitch
New Tools Bring New Rules
AMA Interactive SIG | 08.12.09
Kevin Dugan, @prblog, Empower MediaMarketing
Smart Pitch
Change

Google Impact

Media Evolution

Content Expansion

How We Can Change
Smart Pitch | Kevin Dugan @prblog




   Constant and increasingly fast-paced

   CHANGE
Smart Pitch | Kevin Dugan @prblog




“If you dislike change,
 you're going to dislike irrelevance even more.“
-- Eric Shi...
Smart Pitch | Kevin Dugan @prblog




                           Fun of change
Smart Pitch | Kevin Dugan @prblog




   World domination with a simple search interface

   GOOGLE IMPACT
Smart Pitch | Kevin Dugan @prblog


Google Sees All
Smart Pitch | Kevin Dugan @prblog


Google Sees All
Smart Pitch | Kevin Dugan @prblog
Smart Pitch | Kevin Dugan @prblog
Smart Pitch | Kevin Dugan @prblog
Smart Pitch | Kevin Dugan @prblog


Take Away: Share Your Content




                                    s
Smart Pitch | Kevin Dugan @prblog


Take Away: Share Your Content




                                    s
Smart Pitch | Kevin Dugan @prblog




   Media’s not dying, it’s distributing

   MEDIA EVOLUTION
Smart Pitch | Kevin Dugan @prblog




“35% of Americans rely
 on the Internet for their
 news instead of print
 newspapers...
Smart Pitch | Kevin Dugan @prblog


Media covering media talking to, uh, media?




                                    s
Smart Pitch | Kevin Dugan @prblog


Motrin Moms




                                    s
Smart Pitch | Kevin Dugan @prblog


Bloggers vs. Journalists




                                    s
Smart Pitch | Kevin Dugan @prblog




“Blogs and social networks
 are more popular than
 personal email.”
     -- Nielsen ...
Smart Pitch | Kevin Dugan @prblog


Take Away: New View of Media, Metrics
Smart Pitch | Kevin Dugan @prblog


Take Away: New View of Media, Metrics
Smart Pitch | Kevin Dugan @prblog



    Online Content Model
                     Publish

                              ...
Smart Pitch | Kevin Dugan @prblog




   New formats served up fresh every day

   CONTENT EXPANSION
Smart Pitch | Kevin Dugan @prblog


Think in Snapshots
Smart Pitch | Kevin Dugan @prblog


Old Formats Blend In
Smart Pitch | Kevin Dugan @prblog


FNN: Flickr News Network
Smart Pitch | Kevin Dugan @prblog


FNN: Flickr News Network
Smart Pitch | Kevin Dugan @prblog


Get The Picture (or lose coverage)
Smart Pitch | Kevin Dugan @prblog


Take Away: Think Visually
Smart Pitch | Kevin Dugan @prblog

                           Take Aways
    Share Your Content

    Get a New View of Med...
Smart Pitch | Kevin Dugan @prblog




   Our challenge is our opportunity.

   HOW WE CAN CHANGE
Smart Pitch | Kevin Dugan @prblog


1) Participate
Smart Pitch | Kevin Dugan @prblog
Smart Pitch | Kevin Dugan @prblog


2) Be a Person, Be Personal
Smart Pitch | Kevin Dugan @prblog

                           connect live
                                               ...
Smart Pitch | Kevin Dugan @prblog


3) Eschew Automation
Smart Pitch | Kevin Dugan @prblog




4) Tailor Your Pitches
Smart Pitch | Kevin Dugan @prblog


5) Don’t Go Blind
Smart Pitch | Kevin Dugan @prblog


6) Experiment
Smart Pitch | Kevin Dugan @prblog


This is NOT a strategy
Smart Pitch | Kevin Dugan @prblog




    Thank You

    more at
    friendfeed.com/empowermm
Smart Pitch
Smart Pitch
Smart Pitch
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Smart Pitch

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Gave this at the Cincinnati AMA Interactive SIG meeting August 12th. http://bit.ly/bdIDp

Smart Pitch: New Tools Bring New Rules
The changing marketing landscape has put search, the media and content under a new light. How do these changes impact our efforts, from a public relations perspective, and how can we leverage them to our advantage?

I walk through some takeaways based on change in search, media and content and provide some ideas on how we can change our communications approach to improve our results.

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Transcript of "Smart Pitch"

  1. 1. Smart Pitch New Tools Bring New Rules AMA Interactive SIG | 08.12.09 Kevin Dugan, @prblog, Empower MediaMarketing
  2. 2. Smart Pitch Change Google Impact Media Evolution Content Expansion How We Can Change
  3. 3. Smart Pitch | Kevin Dugan @prblog Constant and increasingly fast-paced CHANGE
  4. 4. Smart Pitch | Kevin Dugan @prblog “If you dislike change, you're going to dislike irrelevance even more.“ -- Eric Shinseki, Chief of Staff, United States Army
  5. 5. Smart Pitch | Kevin Dugan @prblog Fun of change
  6. 6. Smart Pitch | Kevin Dugan @prblog World domination with a simple search interface GOOGLE IMPACT
  7. 7. Smart Pitch | Kevin Dugan @prblog Google Sees All
  8. 8. Smart Pitch | Kevin Dugan @prblog Google Sees All
  9. 9. Smart Pitch | Kevin Dugan @prblog
  10. 10. Smart Pitch | Kevin Dugan @prblog
  11. 11. Smart Pitch | Kevin Dugan @prblog
  12. 12. Smart Pitch | Kevin Dugan @prblog Take Away: Share Your Content s
  13. 13. Smart Pitch | Kevin Dugan @prblog Take Away: Share Your Content s
  14. 14. Smart Pitch | Kevin Dugan @prblog Media’s not dying, it’s distributing MEDIA EVOLUTION
  15. 15. Smart Pitch | Kevin Dugan @prblog “35% of Americans rely on the Internet for their news instead of print newspapers.” -- Pew Internet and American Life
  16. 16. Smart Pitch | Kevin Dugan @prblog Media covering media talking to, uh, media? s
  17. 17. Smart Pitch | Kevin Dugan @prblog Motrin Moms s
  18. 18. Smart Pitch | Kevin Dugan @prblog Bloggers vs. Journalists s
  19. 19. Smart Pitch | Kevin Dugan @prblog “Blogs and social networks are more popular than personal email.” -- Nielsen Online
  20. 20. Smart Pitch | Kevin Dugan @prblog Take Away: New View of Media, Metrics
  21. 21. Smart Pitch | Kevin Dugan @prblog Take Away: New View of Media, Metrics
  22. 22. Smart Pitch | Kevin Dugan @prblog Online Content Model Publish Google Juice Relevance, Awareness Builds Share, Republish, Discuss
  23. 23. Smart Pitch | Kevin Dugan @prblog New formats served up fresh every day CONTENT EXPANSION
  24. 24. Smart Pitch | Kevin Dugan @prblog Think in Snapshots
  25. 25. Smart Pitch | Kevin Dugan @prblog Old Formats Blend In
  26. 26. Smart Pitch | Kevin Dugan @prblog FNN: Flickr News Network
  27. 27. Smart Pitch | Kevin Dugan @prblog FNN: Flickr News Network
  28. 28. Smart Pitch | Kevin Dugan @prblog Get The Picture (or lose coverage)
  29. 29. Smart Pitch | Kevin Dugan @prblog Take Away: Think Visually
  30. 30. Smart Pitch | Kevin Dugan @prblog Take Aways Share Your Content Get a New View of Media & Metrics Think Visually
  31. 31. Smart Pitch | Kevin Dugan @prblog Our challenge is our opportunity. HOW WE CAN CHANGE
  32. 32. Smart Pitch | Kevin Dugan @prblog 1) Participate
  33. 33. Smart Pitch | Kevin Dugan @prblog
  34. 34. Smart Pitch | Kevin Dugan @prblog 2) Be a Person, Be Personal
  35. 35. Smart Pitch | Kevin Dugan @prblog connect live support feedback friend/ Facebook, LinkedIn, follow/ Twitter, Flickr, YouTube fan reply/ rt share/ comment/ link discuss
  36. 36. Smart Pitch | Kevin Dugan @prblog 3) Eschew Automation
  37. 37. Smart Pitch | Kevin Dugan @prblog 4) Tailor Your Pitches
  38. 38. Smart Pitch | Kevin Dugan @prblog 5) Don’t Go Blind
  39. 39. Smart Pitch | Kevin Dugan @prblog 6) Experiment
  40. 40. Smart Pitch | Kevin Dugan @prblog This is NOT a strategy
  41. 41. Smart Pitch | Kevin Dugan @prblog Thank You more at friendfeed.com/empowermm
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