What is Digital Comms short

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recently i presented what is digital comms to our russian collegues at J&J and PRP Group. This is a short verdion of my talk.

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What is Digital Comms short

  1. 1. PRP Group for Johnson&Johnson Russia DIGITAL COMMUNICATIONS
  2. 2. BEFORE WE START… How many of you blog? How many of you read blogs? How many social networks do you participate in? How many people you are connected to? How many of you participate in forums? How many of you leave comments under articles online? How many of you read forums and comments? How many of you google your company/brand name on a regular basis? How many of you have ever googled yourselves?
  3. 3. We all already know that the communications landscape has changed… …so the consumers did
  4. 4. They are the believers
  5. 5. They have emotions
  6. 6. They speak out
  7. 7. They stand on a virtual soapbox
  8. 8. They influence what others do
  9. 9. They pull others along
  10. 10. They can change everything
  11. 11. WHAT’S HAPPENING TO TARGET AUDIENCE? Individuals are increasingly looking to each other - not institutions - for news, information and recommendations Individuals actively join/create different communities and groups based on common values Individuals passionately become online exhibitionists
  12. 12. THIS IS HOW IT WORKS OFFLINE activities (grassroots) ONLINE activities (net-roots) Reputation
  13. 13. WHAT CONSUMERS CAN DO ONLINE? self express watch/share/store communicate video share the opinion read collaborate shop/sell save/store/share/search flirt info listen/share/store music play and much more…
  14. 14. WHAT COMPANIES CAN DO? communicate (clients, manage personnel, public in business/projects general, government manage client relations etc) (CRM) promote sell service/product service/product buy service/product search/hire/educate/pe research rsonnel audience/product/etc build image/loyalty interact and much more….
  15. 15. WHAT IS DIGITAL COMMUNICATIONS? One Click Word-of- Mouth Two-Way Creative Public Story-Telling Interaction Speed-to- Cost-Effective Market Information 1-to-1 Image Building
  16. 16. WHAT PEOPLE DO WE NEED? Addicts Alphas Bees Normal people Morons 2% 8% 25% 55% 10% Stage A Stage B Stage C We need bees - they generate 80%-90% of positive content in web
  17. 17. TRANSPARENCY AUTHENTICY PARTICIPATION
  18. 18. KEY TOOLS AND EXAMPLES
  19. 19. TO BLOG OR NOT TO BLOG? If you have something to say to others If you need an informal platform to express yourself If you share trustworthy and valuable information Strengthen you facts with hyperlinks If you are a creative story-teller Medium length posts Photo and video content Regularly update/dynamic information flow Sense of humor  If you know that others need Sharing functions (RSS, subscribe for the updates, bookmarks, send a friend) Possibility to leave comments and receive replies Search functions and correct tags
  20. 20. PERSONAL BLOGS: WAY OF LIFE
  21. 21. PERSONAL BLOGS: NICHE http://www.4all.aidoru.it/
  22. 22. CASHLESS LIFE: REAL LIFE EXPERIENCE BLOG – EDUCATE AND INTERACT
  23. 23. MICROBLOGGING (TWITTER) A trend? A noise of news? ‘tinyurl’ spamming? Schizophrenics notes? ICQ-ing to the world Another level of privacy(what are you doing now? – the peak of ‘exhibitionism’) Fast growing source of real opinions New way of searching information (twitter search)
  24. 24. SOCIAL NETWORKS AND COMMUNITIES: TO BE OR NOT TO BE? Do you need to be everywhere? Are you ready to share? Will you engage and interact? Be where your TA is and where you fit Give you network info, videos, news, links – everything what describes your lifestyle Do not double content – adopt it to TA expectations Engage – generate activities
  25. 25. LEVELS OF ENGAGEMENT IN SN&COMM-S Create your profile/group Find supporters Your friends, friends of your friends, and their friends and enemies and enemies of your enemies Plan and attend events Online invitations – offline events Network with friends Join groups Become a fan Spread information It is a game!
  26. 26. ADIDAS AT FACEBOOK
  27. 27. FACEBOOK APPLICATIONS iTunes Twitter LJ ….
  28. 28. PHOTOCOMMUNITY
  29. 29. ON-LINE PROJECT FOR WOMEN QUELLE-CLUB.RU GOALS: • Creating interactive web-space for Quelle customers and attraction new • Positioning Quelle as an expert in the world fashion industry • Developing actual content for the target audience and unobtrusive integration of the Quelle brand IMPLEMENTATION: • Development of the Quelle Club concept – “My collection” (collection of ideas, advice, emotions, gifts) • Negotiations with potential experts (cosmetologist, stylist, designer, psychologist) and celebrities – for the work on the portal • On-going forum moderation, initiation of the actual topics • Development of the print version of the portal purposely of direct mailing for Quelle customers • Weekly texts update, selection of visual • Market monitoring and overview, quarterly consultation of the customers RESULTS: • Admitted by the client as a sales driving and profit generating tool • High level of the portal visiting was achieved before use of advertising methods of promotion (after one month of the site work the following statistics was attained: 3 445 057 hits, 1 958 776 viewed pages, 53 653 visits, 40 319 unique visitors) • Weekly professional consultations, very popular among visitors, were get; • Active forum is in work • Specialists of Quelle club, involved in the mass media work, confirm expert status
  30. 30. PODCASTING No time to read – better to scroll&grab Photo content Video content Audio content Hints Correct tagging Short catchy descriptions Sharing possibilities (URL, embed, full screen, download and store functions)
  31. 31. PERSONAL FHOTOCASTS
  32. 32. POSTSECRET • www.postsecret.blogspot.com
  33. 33. VIDEO CHANNEL
  34. 34. STREAMING VIDEO
  35. 35. SOCIAL MEDIA MARKETING/OPTIMIZATION
  36. 36. “More companies should learn: It's not about them, but about what their customers are saying about them” “Engagement is all about making it relevant to the consumer”
  37. 37. RELATIONS WITH BLOGGERS Do you pay media to white about you? So why to pay bloggers? Utkonos.ru case Being part of the community Commenting and bringing up discussions on the forums Commenting in blog communities/blogs Forums&blogs research Analyzing and monitoring (daily) topics Spotting and analyzing opinion leaders Spotting active commentators (employers and clients included) Spotting virtual teams Creating base for future communication Starting topics Building relations with opinion leaders Briefing company speakers – many employees are in the forums and blogs Normal communication Developing “social releases” and providing information to opinion leaders Comm dep in the web: providing official information
  38. 38. LONGTERM RELATIONS WITH ONLINE COMMUNITY They are your stakeholders, not just a target audience active online Blogger relations is not about business , it is about love Learn more about him, inform him, entertain him, tease him…. I am afraid to think what’s gonna be next…
  39. 39. VIRAL STRATEGIES Mentos and Diet Coke Minicooper SONY Bravia Yes we can
  40. 40. OTHER USEFUL TOOLS
  41. 41. BOOKMARKS
  42. 42. SLIDESHARE
  43. 43. DIRECT MESSAGING • E-mail or SMS • Pay attention to the topic • Pay attention to the content – Short – Clear message – Personalized • Pay attention to the design
  44. 44. WIDGETS
  45. 45. MAPS • Google maps • Wikimapia • Yandex maps • Panoramio
  46. 46. GOOGLE ALERTS
  47. 47. GOOGLE ANALYTICS
  48. 48. GOOGLE TRENDS
  49. 49. OUR APPROACH IDENTIFY ANALIZE CREATE PRODUCE SHARE SOCIALIZE Snapshot Landscape Analysis Conversations Search Competitive Trends Advocates TUNE PARTICIPATE SEARCH MOBILIZE MONITOR MEASURE
  50. 50. ikepych@prp.com.ua THANK YOU!

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