World Communications Forum Davos 2013

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Digital & PR Communications Pitfalls

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World Communications Forum Davos 2013

  1. 1. internetdigital & different
  2. 2. WHY do we feel something is wrongjust because it’s not working as we like
  3. 3. COMFORTABLESETTINGXXth CENTURY
  4. 4. VERY UNCOMFORTABLE SETTING 2005-20??
  5. 5. BRAND MESSAGE STORY THEORYREACTIONOPINIONBEHAVIOR
  6. 6. MUTUAL LIES FACTMEDIA // BRAND // AGENCY STORY THINK THEY ARE TELLING THE STORY,BUT ACTUALLY THEYJUST WANT THEM TO BUY IN NEITHER SIDE IS PRUDENTOPINIONCONSUMERS IMITATE THE ORGASMTHAT’S WHY THEY BETRAY WHENEVER THEALTERNATIVE IS AVAILABLE
  7. 7. BUTA TRADITIONAL MEDIA QUESTIONARE ?THEY ALL REAL, DIGITAL CONSUMERS
  8. 8. HARD? ANSWERS 1. MOST OF THEM ARE REAL 2. SOME OF THEM ARE ARTIFICIAL (RO_BOTS)3. CORRECT PROPORTIONS YET TO BE DETERMINED 4. THIS FACT DOES NOT PREVENT MEDIA/BRANDS/AD/PR FROM WORKING WITH DIGITAL MESSAGES AND COMMUNICATIONS
  9. 9. RE: BOTS SEO (SEARCH ENGINE OPTIMISATION) SERVES GOOGLE CRAWLERS RTB/RETARGETING SERVES VIRTUAL COPIES OF CONSUMER BEHAVIOR FACEBOOK EDGERANK WORKS WITH A DIGITAL COPY OF YOUdon’t panic
  10. 10. DIGITA LTRUTH FACEBOOK AUDIENCE study conducted in 2012 by RIA Novosti sample over 500 000 TWITTER AUDIENCE much, much worse 72%
  11. 11. 72% UNPREDICTABLE28%stupid positive TOO PREDICTABLEaggressive trolling
  12. 12. MEET MYTARGETS!!!
  13. 13. THIS ARMY OF THE EVIL EMPIRE IS AN OUTCOME OF A KPI FROM THE PAST
  14. 14. DIGITA LAUDIENCE NO CORRECT METRICS NO OUTREACH MODEL WEAK CONNECTIONS FADING RECEPTIONBUTIT’S NOT TECHNOLOGY TO BLAME PEOPLE COMMUNICATE PEOPLE GOOGLE IS JUST A SEARCH
  15. 15. here you see just 68 printing pressesTHINK OF 1 000 000 000 FACEBOOK USERS AND THE TECHOLOGY THEY USETEXT + PICTURE + VIDEO + INTERACTIVE + REALTIME + LIKE/SHARE
  16. 16. SELL COPIES THAN SELL THOSE WHOBOUGHT COPIESTO ADVERTISERS WHO NEEDACCESS TO THE READERS EYES
  17. 17. 2nd Hearst Proportion } 1 journalist Relevant per Local 1000 subscribers Content Dunbar’s Number }140-150 Relevantopen communication Socialconnections («friends») Content
  18. 18. THINK SMALLER GROUPS NARROW INTERESTS CHAIN MESSAGE
  19. 19. FUTUREX COMPLEX MULTI- PLATFORM MOBILE COMMS SEMANTIC EARNED MERIT-BASED
  20. 20.  facebook.com/prinzip twitter.com/vassgatov medialab.rian.ru postjournalist.ru✉ v.gatov@rian.ru SEE YOU IN THE FUTURE

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