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  1. 1. Lessons from the Front: How PR is Leveraging the Social Media Opportunity Could a Closer Relationship with Advertising Yield Better Results for Both? Elizabeth Sosnow January 28, 2011
  2. 2. You can’t contain disruption can t 2 Photo by: Direct Dish
  3. 3. This is not not… • A speech about why social media is important p y p • A speech to share the latest social media trends and tools • A speech about how to judge successful advertising/social campaigns • A speech about why PR is “doing it right” doing right • A speech about why Advertising is “doing it wrong” 3
  4. 4. This is a speech about: • Le eraging Opport nit Leveraging Opportunity • Getting more clients • B ildi more cross selling Building lli opportunities • D i i more profit Driving fit 4 Photo by: The Big Quack
  5. 5. Industry leaders & observers are worried "I left my cushy job at a global agency. Actually, I didn't leave; I was pushed out. out " – Ad professional "Creating more work for less money is the big paradox" -- Matt Howell, president of Modernista "Our power has been matched and, in some categories, rivaled by user influence" – McCann CEO "Marketing in the future is like sex. Only the losers will have to pay for it." – Jon Bond “In our business, whenever there's a disruption our clients need guidance" -- In business disruption, Interpublic CEO 5
  6. 6. Why am I speaking to you about this? I was worried, t i d too. • In 2007, we are a B2B PR firm. We don’t care about social media • In 2008, not one client had conducted a social media campaign • In 2009, we established digital footprints for about 75% of our clients • In 2010, almost every one of our clients added social to their marketing mix • We reaped the financial benefits 6
  7. 7. How did we do it? • Led the charge myself, instead of delegating it • Hired my own teacher • Accepted that this would be a slow build process to educate clients • Built little programs • Understood that the gold rush mentality around “setting up a Twitter feed” would not last • Relied heavily on our history of thought leadership to drive initial content • Pushed agency employees to accept their job descriptions had changed • Leveraged adjacent services such as SEO and video production • Fell in love with Google Analytics 7
  8. 8. How to avoid common SM pitfalls • Plot out where your old services can – and cannot – be y extended into new offerings • Evangelize, but only when it reflects your knowledge of specific sectors/niches ifi t / i h • Prevent employees from taking the global agency POV • Spend much more on digital training then you would like • Support the client’s desire to own social • Leverage the many free tools that exist to offer better g y data • Work late. A lot 8
  9. 9. There’s plenty of business for everyone • Social Network Ad Spending Worldwide 2009- 2009 2011 9
  10. 10. 2010 Opportunity Snapshot • McKinsey research says companies that use social media achieve higher profits • YouTube introduces skippable ad format • Email remains most dominant mobile activity in U.S. (38.5% time y ( spent) • App users download an average of 27 apps • iPads and Kindles hasten rise of content marketing • Search engines confirm social influence = improved ranking • Billboard debuts new “Social 50” chart • Big d Bi ad agencies spending $750 00 1 000 000 on di it l t i i i di $750,00-1,000,000 digital training programs • U.S. Location-based service users jumps from 12 to 33 million 10
  11. 11. Unilever’s Axe campaign inspired the most social chatter in 2010 t i l h tt i 11
  12. 12. Old Spice was everywhere…perhaps the most successful social media campaign ever t f l i l di i 12
  13. 13. Pepsi Refresh demonstrated integration across platforms 13
  14. 14. The Swagger Wagon got multiple plays in my house 14
  15. 15. Converse Domaination offers continuous communication 15
  16. 16. Movember’s mustaches reminds millions of men t thi k about h lth illi f to think b t health 16
  17. 17. World’s Biggest Dorito bag World s 17
  18. 18. Oxy Clinical demonstrated power of PR i t integration, i l di bl ti t h including blogger outreach 18
  19. 19. What does TAAN think of the social media opportunity? How does it compare to PR’s take? • 4Q survey of 50 TAAN members and 50 Worldcom members • Qualitative interviews with 5 TAAN leaders as well as leaders, several PR thinkers: – Bob Travers – John McCallum – Gordon Hochhalter – Rodrigo Rodrigues g g – Sean Duffy • Integrated PR leader Matt Kucharski also offered valuable insight 19
  20. 20. Does PR lead in Social Media? Pleased with their Profession's approach to SM 40% Keeping Pace 64% 12% Innovative Advertising 20% PR 52% Positive Rating 84% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 20
  21. 21. Lower Social Media Self Esteem for Advertisers Ratings given by PR and Advertisers 48% Keeping Pace 54% 20% Innovative PR gives Advertisers 13% Advertisers give PR 68% Positive Rating 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% 21
  22. 22. Working Relationships are in the eye of the beholder Working Relationships are in the eye of the beholder 36 PR folks less likely to work with Advertising 48 Social Media General 64 Advertisers like to work with PR 64 0 10 20 30 40 50 60 70 22
  23. 23. Social Media Revenue Growth for Ad Agencies Social Media Revenue Growth for Ad Agencies 8 More than 33% 4 8 25%‐33% 4 15%‐25% 2011 12 2010 44 5%‐15% 40 25 Less than 5% 36 0 5 10 15 20 25 30 35 40 45 50 23
  24. 24. Social Media Revenue Growth for PR Firms Social Media Revenue Growth for PR Firms 8 25%‐33% 4 32 15%‐25% 24 2011 44 2010 5%‐15% 36 16 Less than 5% 32 0 5 10 15 20 25 30 35 40 45 50 24
  25. 25. United in Social Media Growth Strategies Educate their clients about the potential of social media 8% Invest in new people or training to get their organizations up to speed 16% Integrating social media in all campaigns and programs 35% 0% 5% 10% 15% 20% 25% 30% 35% 40% 25
  26. 26. TAAN Members are Scoping the Social Opportunity…and Pi f ll S i lO i d Pitfalls • “Social media is an investment that we think is beginning to pay off.” • “We lost our social person to (big agency). They learned on the job.” • “TAAN members are still struggling with scoping the social media offer and making money.” • “Our client contacts are on LinkedIn, our creatives are on Facebook.” • “We realized if we didn’t do it, someone else would.” • “2011 is the year we define the social media opportunity for our clients.” • “Brazil is just starting with social media now. Right now, 42% of the country’s marketing budget goes to ads.” • “We see social media work developing from interactive agencies, not ad agencies. agencies You design a website then you get to develop a social program ” website, program. • “Our in-house SEO is an inverted version of a media buyer. He makes the stuff and now they come to him.” • “Ad agencies used to be entertainers now we can offer more concrete Ad entertainers, business value and measure it.” 26
  27. 27. TAAN Members on PR’s Place in Social • “Social media bridges the g p between advertising and g gap g PR.” • “We never hear from PR after initial meeting. Are they protecting their b d t?” t ti th i budget?” • Social media is part of the PR function – it is a relations activity. activity.” • “We look to PR firms for their media contacts…we do our blogger outreach in house.” • “Large PR dropped the ball on social.” • “It’s not a discipline issue, it’s a generational issue. Are you a traditionalist or you open to change?” change? 27
  28. 28. Why does PR appear more confident about social? • PR starts with ongoing “brand builder” mindset brand builder vs. finite project “promoter” • PR more used to “heavy time, low cost” activities y , • PR jumped on idea of becoming influencers themselves • PR likes words – and words are free & fast • Advertising g app g with (so et es) s a d e t s g grappling t (sometimes) small social budgets • Advertising still refining p p g g perspective on digital, as g , well as social 28
  29. 29. My Social Media success formula • Self model the presence you would like to sell • Senior social knowledge should eclipse juniors – not the reverse • Make sure Google confirms your personal and agency brands • Research, research, research. No shortcuts, ever. • Accept that “conversations” are time consuming, arduous work • Social = giving, not receiving 29
  30. 30. How can PR & Advertising collaborate more closely? Collaboration Data Analysis Messaging “Listening” (monitoring) Content Creation Influencer Identification & Outreach Community Management Crisis Management Earned POV T h l Technology Idea Packaging & Extension Visual creativity 1-1 Conversations Multimedia savvy PR SEO Blogs Media planning insights Video Advertising Measurement Humor Training Paid POV 30
  31. 31. 2011 Client To-Do List – How can you help them achieve th h l th hi these objectives? bj ti ? • Integrate web 2.0 into employees’ day to day activities g p y y y • Ignore viral in favor of “extraordinary ordinaries” such as email campaigns • Build mobile “pure plays (not retrofitted) pure plays” • Have a POV on how to extend projects with location • Embed a “preditor” at client site 1x p month p per • Create a content universe with continuous big and small bangs • Build an analytics dashboard • Identify and equip client community managers • Develop proprietary products that extend your current positioning 31
  32. 32. Conversation Starters Is it realistic to think that Advertising and PR can collaborate g on social? What roles would you want to “own” in a joint pitch? Does PR over-rate its capabilities in SM? Does it under-rate over rate under rate advertising’s SM potential? Is there an opportunity for smaller ad agencies to “pull the rug out” r g o t” from under big agencies with high volume of smaller nder ith ol me projects? How many of your current social media campaigns fall into the “promoter” vs. “brand builder” buckets? How much agency budget have you invested in digital and soc a training? Why? social t a g y 32
  33. 33. Last slide “It is the people who figure out how to It work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future.” future Clay Shirky Cl Shi k 33