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15. d2 global andrew bleeker h&k

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15. d2 global andrew bleeker h&k

  1. 1. case studies TRENDS IN DIGITAL PR 14 April 2011 Hill & Knowlton Confidential and Proprietary
  2. 2. Digital Media in 2011 <ul><ul><li>The Digital Landscape </li></ul></ul><ul><ul><li>Uses of Digital </li></ul></ul><ul><ul><li>Emerging Trends </li></ul></ul><ul><ul><li>Is It Working? </li></ul></ul>AGENDA Hill & Knowlton Confidential and Proprietary
  3. 3. Defining Social Media Something Happens Journalists Bloggers Observers DEFINING DIGITAL MEDIA 2011
  4. 4. Digital Media in 2011 <ul><ul><li>The old sources of influence are no longer sufficient </li></ul></ul><ul><ul><ul><li>Facebook has over 500 million active users, 50% log on every day </li></ul></ul></ul><ul><ul><ul><li>150 years of YouTube video consumed every day on Facebook </li></ul></ul></ul><ul><ul><ul><li>Over 460,000 new Twitter accounts are created daily </li></ul></ul></ul><ul><ul><li>Ref: Quantcast </li></ul></ul>THE DIGITAL LANDSCAPE IN 2011
  5. 5. Digital Media in 2011 TRENDS IN DIGITAL PR Hill & Knowlton Confidential and Proprietary <ul><ul><li>Organizations and companies are using digital: </li></ul></ul><ul><ul><li>To achieve additional business goals </li></ul></ul><ul><ul><li>To provide tools rather than only content </li></ul></ul><ul><ul><li>To better explain difficult concepts </li></ul></ul><ul><ul><li>To better capitalize on moments </li></ul></ul>
  6. 6. Digital Media in 2011 1. A WHOLISTIC APPROACH Hill & Knowlton Confidential and Proprietary
  7. 7. Digital Media in 2011 1. ACHIEVE ADDITIONAL BUSINESS GOALS Hill & Knowlton Confidential and Proprietary <ul><ul><li>Media Relations : General Electric </li></ul></ul><ul><ul><li>Respond directly to other influentials in media, not just individuals </li></ul></ul>
  8. 8. Digital Media in 2011 Hill & Knowlton Confidential and Proprietary <ul><ul><li>Customer Service : Comcast </li></ul></ul><ul><ul><li>Conduct direct customer service with a personal face </li></ul></ul>1. ACHIEVE ADDITIONAL BUSINESS GOALS
  9. 9. Digital Media in 2011 Hill & Knowlton Confidential and Proprietary <ul><ul><li>Internal Collaboration : IBM </li></ul></ul><ul><ul><li>Facilitate open, internal collaboration </li></ul></ul>1. ACHIEVE ADDITIONAL BUSINESS GOALS
  10. 10. Digital Media in 2011 2. PROVIDE DIGITAL TOOLS Hill & Knowlton Confidential and Proprietary <ul><ul><li>Connecting on and offline activity : Nike+ </li></ul></ul>
  11. 11. Digital Media in 2011 Hill & Knowlton Confidential and Proprietary <ul><ul><li>Tools for conducting everyday activities : PNC, American Express </li></ul></ul>2. PROVIDE DIGITAL TOOLS <ul><ul><li>American Express has 8 iPhone apps </li></ul></ul><ul><ul><li>featuring different tools </li></ul></ul>
  12. 12. Digital Media in 2011 Hill & Knowlton Confidential and Proprietary <ul><ul><li>Electric Car : BMW </li></ul></ul>2. PROVIDE DIGITAL TOOLS
  13. 13. Digital Media in 2011 3. EXPLAIN DIFFICULT CONCEPTS Hill & Knowlton Confidential and Proprietary <ul><ul><li>Financial Reform : The White House </li></ul></ul>
  14. 14. Digital Media in 2011 Hill & Knowlton Confidential and Proprietary <ul><ul><li>Interactive tools to explain complex information : NYTimes, Kiplinger </li></ul></ul>3. EXPLAIN DIFFICULT CONCEPTS
  15. 15. 3. EXPLAIN DIFFICULT CONCEPTS
  16. 16. Digital Media in 2011 4. CAPITALIZE ON MOMENTS Hill & Knowlton Confidential and Proprietary <ul><ul><li>Mobilize supporters, quickly and en masse : Avaaz in India, Livingsocial </li></ul></ul><ul><ul><li>Hundreds of thousands of signatures in a matter of days </li></ul></ul><ul><ul><li>More than $2 million raised in 24 hours </li></ul></ul>
  17. 17. Digital Media in 2011 Hill & Knowlton Confidential and Proprietary <ul><ul><li>Generating Viral Growth : Organizing for America </li></ul></ul>4. CAPITALIZE ON MOMENTS <ul><ul><li>Over 500,000 new free supporters </li></ul></ul>
  18. 18. Digital Media in 2011 Hill & Knowlton Confidential and Proprietary <ul><ul><li>Mobile Petitions : Rio Governor Sergio Cabral </li></ul></ul>4. CAPITALIZE ON MOMENTS <ul><ul><li>100,000 petitions signed in 24 hours </li></ul></ul>
  19. 19. Digital Media in 2011 IS IT WORKING? Hill & Knowlton Confidential and Proprietary <ul><ul><li>How do we track against core business goals? </li></ul></ul>
  20. 20. case studies Questions? [email_address]

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