Social Media and PR

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Rob Gould explained to SMBME what the Via Agency did to bring Social Media into their PR world.

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Social Media and PR

  1. 1. ROB GOULDEARNED MEDIA CONSULTANT AKA PR GUY @bobbbyg
  2. 2. HOW DO YOU BRING THIS TO LIFE?
  3. 3. GIVING VIA A PERSONALITY*• People• Place• Product (smart thinking + smart creative) o Salon Series o Samsung Galaxy Tab o The Salvation Army *THAT WOULD BE OUR BRAND
  4. 4. HOW SOCIAL MEDIA CHANGED THE GAMEGreater access to target media/journalists/influencersPowerful channel for wider distribution of informationA new ability to gather critical feedbackA personality platform
  5. 5. THE #1 REQUIREMENT FOR SUCCESS? CONTENT, CONTENT, CONTENT. (including a ton of great design)
  6. 6. PEOPLEMeet John Coleman,founder & CEO, VIA
  7. 7. SCHWARTZMANSHIP AWARD 2007 We’ll give you our early picks PEOPLEJ.G. WHAT’S YOUR BMI?SMITH The struggle to build the Smith-nasiumThe Tao of F*Bombs MARKETINGMURDER, CORRUPTIONAND PLAGIARISM MIRACLE DISCOVERED BYInside the walls CBS RADIOof VIA Two words: Missy ElliotRECALL ON BRUCE SPRINGSTEEN Meet Greg Smith,LEATHER “Why can’t I write better marketing jingles?” chief creativeSHAG RUGS PLUS: MAGAZINE PARODY officer, VIAManufacturer admits “HARDER THAN IT LOOKS”“cool factor” doesn’t Creatives struggle to balanceoutweigh health issues humor, sucking up to the boss
  8. 8. PEOPLEMeet Rob Gould, director of social media &agency communications, VIA (on good days)
  9. 9. PEOPLE(and not so good days)
  10. 10. PEOPLEAnd most important, a great cast of characters.
  11. 11. PLACEPromoting Portland
  12. 12. Backstage Pass | Rock & Roll Photography | Portland Museum of Art
  13. 13. We’re Moving—The Baxter Library Building PLACE
  14. 14. PRODUCT the salon series Smart thinking + some great big new clients. THE SALON SERIES Please join us for an invitation-only, executive event series guaranteed to be unlike any you’ve experienced before. · Linkedin · Microsite Our topic for conversation: AN APP FOR THAT:HOW IS PROLIFERATION OF TECHNOLOGY ENHANCING AND ALTERING THE HUMAN EXPERIENCE?
  15. 15. PRODUCTTHE SALON SERIES GOES TO AUSTIN · Twitter · Linkedin · Blog · Microsite · Email Blast
  16. 16. PRODUCT(smart creative)Samsung Galaxy TabLaunch • National TV • Major Digital Push • “What Does Freedom Mean to You?” YouTube Promotion
  17. 17. CREATING ADDITIONAL BUZZ • Walking the streets of NYC • Ace Hotel Lobby Demo Days
  18. 18. PRODUCT(smart creative)The Salvation ArmyThis Campaign Cost Nothing • Hugely talented junior creative team • Massive agency-wide effort at execution • Social media push – Website, Facebook, Twitter, Tumblr • Creative blog outreach focus • Top creative editors take notice • Worldwide press coverage • Awards
  19. 19. THE STORY BEHIND THE CAMPAIGN
  20. 20. AND THE RESULTS?
  21. 21. I REMAIN EMPLOYED. AND...
  22. 22. THANK YOU FOR LISTENING AND FOR ALL OF YOUR SUPPORT.I COULD NOT HAVE DONE IT WITHOUT YOU.

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