SMEI: Leveraging New Media


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SMEI Social Media Road Show - Boston Presentation by Paul Dunay

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  • Thanks Willis … It should come as no surprise the bigger a brand gets the less conversational they tend to become For instance, how would you feel if you called General Motors and the CEO picked up the phone? You might feel like perhaps this company is too small for my needs Which is why as companies get bigger they layer on more and more infrastructure to foster that perception But new media changes that paradigm as evidenced by GM’s blog Fastlane written by the CEO Bob Lutz New media levels that playing field and opens companies up to a conversation My goal here today is to give you a look at the challenge involved rethinking your brand to be more conversational As well as some ideas in how to leverage new media along side traditional media So let me take you through my experience in working with the BearingPoint brand
  • SMEI: Leveraging New Media

    1. 1. Leveraging New Media What’s real, what’s working, and what’s coming June 8, 2009 Paul Dunay Global Director of Integrated Marketing BearingPoint, Inc.
    2. 2. 1.5 exabytes (1.5*10^18) of new information was created last year more than in the previous 5000 years Your content creation capacity will limit your potential Content has changed
    3. 3. 100 million blogs worldwide 120,000 new blogs created per day This Year the Blogosphere will surpass the amount of content stored in the Library of Congress !
    4. 4. UGC Content Surpasses Publisher content 2008 refresh cycle is seconds due to user generated content 2005 refresh cycle was 3 months 2000 refresh cycle was 9-12 months
    5. 5. Enviornmental Factors
    6. 6. New Creative
    7. 7. Community as the Center
    8. 8. Click to Contract Methodology National TV & Radio National Magazine Ads C Level events PGATour Sponsorship Partner Trade Events Global Solution Public Relations Global Solution Suite Programs Industry Specific Press Relations Industry Specific Events Social Media Strategy Contextual Advertising Program Corporate Keyword Program Search Engine Optimization CEO COO CFO CIO/CTO LOB CIO LOB Head Department Head Department Managers Research Analyst
    9. 9. No Leads get Left Behind
    10. 10. Content Assembly Line Content Development Interactive Marketing Q&A Recording Transcript Paper Developed Landing Page Content & Key Words Blog Content Email Content Landing Page (Paper) Podcast w/ Transcript Developed Video w/ Transcript Developed Tweet RSS Syndicates Email Blast Podcast Syndicates Syndication Facebook Blog
    11. 11. 5 Key Takeaways <ul><li>There Is No “Campaign” in Social Media </li></ul><ul><li>Command and Control Branding is Dead </li></ul><ul><li>Media Buying has to evolve </li></ul><ul><li>Forget about Collecting Metrics and Start Nurturing Leads </li></ul><ul><li>Don’t Interrupt what Interests People – BE what Interests People! </li></ul>
    12. 12. How to contact me? Paul Dunay Global Director of Integrated Marketing   BearingPoint, Inc Management & Technology Consultants   Office: 212.896.4078 Mobile: 917.306.8440 [email_address] Check out my blog …