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How Social Media is Changing the World of Business by Dean Russell, Fleishman-Hillard

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Social media is changing the agency landscape with the roles of advertising, marketing and PR increasingly merging. This presentation looks at the challenges of of the concept of social business and how social media will increasingly play a role in organisations that goes deeper than sales and marketing alone.

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How Social Media is Changing the World of Business by Dean Russell, Fleishman-Hillard

  1. 1. HOW SOCIAL MEDIA IS CHANGING THE WORLD OF BUSINESS<br />Presented by: Dean Russell<br />@dean_r<br />http://london.fleishmanhillard.com/<br />
  2. 2. What is communication?<br />
  3. 3. <ul><li>Marketing and Advertising agencies</li></ul>#1.Marketing and advertising agencies<br />
  4. 4. #2. Public Relations agencies<br />
  5. 5. <ul><li>Marketing and Advertising agencies</li></ul>Marketing and advertising agencies<br />
  6. 6.
  7. 7. <ul><li>Marketing and Advertising agencies</li></ul>Marketing and advertising agencies<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11. Consumers are 4 times more likely to purchase due to an Ad on Facebookvs standard display Ad due to social element<br />
  12. 12. Internet has roughly twice the influence of television on consumers <br />
  13. 13. In 2010, 30.1 million adults in the UK (60 per cent) accessed the Internet every day.In 2011, 30 million adults in the UK were registered on Facebook alone.<br />13<br />
  14. 14. “Our survey provides overwhelming evidence that the Internet is at the center of the decision-making process of consumers”<br /> Dave Senay, Fleishman-Hillard<br />
  15. 15. So what?!?<br />15<br />
  16. 16. “For the first time the consumer is boss, which is fascinating, scary and terrifying because everything we used to know will no longer work”Kevin Roberts, chief executive of Saatchi & Saatchi <br />16<br />
  17. 17. PR agencies are used to creating an ongoing dialogue with audiences - a core skill needed for social media<br />17<br />
  18. 18. The PR Road<br />Advertising & Marketing<br />Media relations <<br />Events Corporate <<br />Public affairs <<br />Crisis <<br />Writing /pubs <<br />Consumer Exec visibility <<br />Financial comms<<br />Internal <<br />Awareness-Consideration-Purchase<br /><ul><li>Advertising
  19. 19. Creative
  20. 20. Branding
  21. 21. Direct response
  22. 22. Lead generation
  23. 23. Promotions
  24. 24. CRM
  25. 25. Sales</li></ul>Chief Marketing Officers<br />Brand Managers<br />Corp Comm Directors<br />PR Managers<br />PR 2.0<br />Marketing 2.0<br />Creative Strategy<br /><ul><li>Personas</li></ul>Visual ID<br /><ul><li>Branding</li></ul>Content<br /><ul><li>Video
  26. 26. Audio
  27. 27. UGC
  28. 28. Motion graphics</li></ul>Online Advertising<br /><ul><li>Display
  29. 29. SEM
  30. 30. Games
  31. 31. Advertorials
  32. 32. Promotions</li></ul>Insights<br /><ul><li>Data, metrics, measurement, analytics </li></ul>MobileMarketing<br />ORM<br /><ul><li>SEO
  33. 33. Google
  34. 34. Wikipedia</li></ul>Website Design/Tech<br /><ul><li>Info arch.
  35. 35. U/X
  36. 36. Apps
  37. 37. Widgets
  38. 38. Flash</li></ul>Social Media<br /><ul><li>Blogger Relations
  39. 39. OEO
  40. 40. WOM/Viral
  41. 41. Social networking
  42. 42. Reviews/testimonials</li></li></ul><li>Chief Marketing Officers<br />Brand Managers<br />Corp Comm Directors<br />PR Managers<br />Communications Synthesis<br />Strategic integration<br />Alignment<br />Social business consulting<br />A New Category<br />Creative Strategy<br /><ul><li>Personas</li></ul>Visual ID<br /><ul><li>Branding</li></ul>Content<br /><ul><li>Video
  43. 43. Audio
  44. 44. UGC
  45. 45. Motion graphics</li></ul>Online Advertising<br /><ul><li>Display
  46. 46. SEM
  47. 47. Games
  48. 48. Advertorials
  49. 49. Promotions</li></ul>Insights<br /><ul><li>Data, metrics, measurement, analytics </li></ul>MobileMarketing<br />ORM<br /><ul><li>SEO
  50. 50. Google
  51. 51. Wikipedia</li></ul>Website Design/Tech<br /><ul><li>Info arch.
  52. 52. U/X
  53. 53. Apps
  54. 54. Widgets
  55. 55. Flash</li></ul>Social Media<br /><ul><li>Blogger Relations
  56. 56. OEO
  57. 57. WOM/Viral
  58. 58. Social networking
  59. 59. Reviews/testimonials</li></li></ul><li>The epicenter of consumer-driven marketing is the Internet as consumers seek information, reviews, and recommendations. Strong performance requiresa mind-set shift from buying media to programs that foster word-of-mouth and systems that customize advertising by viewing the context and the consumer”- McKinsey<br />To look beyond funnel-inspired push marketing,companies must invest in vehicles that let marketers interactwith consumers…<br />“The Consumer Decision Journey” 2009<br />
  60. 60. A new kind of campaign<br />
  61. 61. Three Dimensions of Change <br />Business Model Changes<br />Technology Changes<br />Behavioral Changes<br /><ul><li>Everyone has a voice
  62. 62. New communities are forming
  63. 63. Time shifting
  64. 64. Information is free…Information overload
  65. 65. Fragmenting channels
  66. 66. Traditional media is being absorbed and changed
  67. 67. Loss of control over brands
  68. 68. Faster speeds and mobile
  69. 69. Content is eternal and sharable
  70. 70. New tools make everyone a content creator
  71. 71. Media is modular</li></li></ul><li>
  72. 72.
  73. 73. Source: Me - Today<br />The social business model is a necessity in the 21st Century<br />
  74. 74. Korn-Ferry: Changing job requirements.<br />Knowledge of candidates for PR/marketing jobs:<br />Somewhat Important Very Important<br />Media Relations<br />82%<br />Social Networking<br />80%<br />Blogging, Podcasting or RSS<br />77%<br />Micro-blogging<br />72%<br />Email Marketing<br />56%<br />Search Engine Optimization<br />62%<br />Web Content Management<br />52%<br />Social Bookmarking<br />51%<br />Source: Korn-Ferry /PRSA 2009 Digital Readiness Report <br />
  75. 75. “18% of hiring decision makers for communications jobs today have no interest at all in traditional public relations skills.”<br />Source: Korn-Ferry /PRSA 2009 Digital Readiness Report <br />
  76. 76. Google analytics<br />Hitwise<br />Coremetrics<br />Fireclick<br />Radian6<br />HubSpot<br />Omniture<br />Blog Pulse<br />Evaluation<br />Looking ahead...<br />
  77. 77.
  78. 78. Integrated<br />
  79. 79. 31<br />
  80. 80. Thanks for listening<br />Dean Russell<br />@dean_r<br />http://london.fleishmanhillard.com/<br />

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