INTERACTIVE STRATEGY   -  55, AV. MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6  T  514.524.7149  NVISOLUTIONS.COM Socia...
Imagine PR Without TV
PR & The Media <ul><li>Broadcasting  your brand story: </li></ul><ul><li>Print </li></ul><ul><li>Radio </li></ul><ul><li>T...
The Internet <ul><li>Yet Another Marketing Channel </li></ul><ul><li>2 Unique Aspects </li></ul>
2 Unique Aspects <ul><li>A Multicast Medium </li></ul><ul><li>A Multi-Directional Medium </li></ul>
A Multicast Medium <ul><li>TEXT  </li></ul><ul><li>+ </li></ul><ul><li>AUDIO </li></ul><ul><li>+ </li></ul><ul><li>VIDEO <...
A Multi-Directional Medium
A Multi-Directional Medium <ul><li>Top-Down </li></ul><ul><li>Bottom-Up </li></ul><ul><li>Peer-to-Peer </li></ul>
A New (Social) Ecosystem <ul><li>Brands Talk to Consumers </li></ul><ul><li>Consumers Talk to Brands </li></ul><ul><li>Con...
Online PR & Social Media Change & Evolution
Word of Mouth Before
Word of Mouth Now
Online PR: 3 Angles <ul><li>Reach </li></ul><ul><li>Search </li></ul><ul><li>Community </li></ul>
Online PR: Reach <ul><li>Journalists </li></ul><ul><li>Media Relations </li></ul><ul><li>Etc… </li></ul>
Online PR: Search <ul><li>PR Web (pay & upload) </li></ul><ul><li>PR Newswire (managed) </li></ul><ul><li>Tons of Hybrids…...
Online PR: Community <ul><li>Press Conferences </li></ul><ul><li>Publicity Events </li></ul><ul><li>Stunts </li></ul>
A New (Social) Ecosystem <ul><li>Sharing  your brand story: </li></ul><ul><li>Connections </li></ul><ul><li>Content (text/...
Social Media: Reach <ul><li>Blogger Outreach </li></ul><ul><li>Brand Evangelists </li></ul><ul><li>Niche Influencers </li>...
Social Media: Search <ul><li>Social Content Creation </li></ul><ul><li>SNO: Digg, Reddit, SU, Mixx… </li></ul><ul><li>UGC ...
Social Media: Community <ul><li>Reputation Management </li></ul><ul><li>Customer Relations </li></ul><ul><li>Community Inv...
Business Case: Molson Dry <ul><li>A Leading Canadian Beer </li></ul><ul><li>Challenge: mainstream beer in an indie market ...
Molson Dry: Online PR Role <ul><li>Invite Journalists </li></ul><ul><li>Issue Press Releases </li></ul><ul><li>Execute Eve...
Molson Dry: Social Media <ul><li>Invite Bloggers </li></ul><ul><li>Publish Social Content/Posts Before, During, and After ...
Molson Dry: Results / KPI <ul><li>27 bloggers & 100+ of their readers attended the event </li></ul><ul><li>Over 50 posts &...
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Social Media & Press Relations

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Social Media & Press Relations, a presentation given by NVI CEO Guillaume Bouchard at Pubcon in Las Vegas, November 11th 2009.

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Social Media & Press Relations

  1. 1. INTERACTIVE STRATEGY - 55, AV. MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM Social Media vs PR PubCon 2009
  2. 2. Imagine PR Without TV
  3. 3. PR & The Media <ul><li>Broadcasting your brand story: </li></ul><ul><li>Print </li></ul><ul><li>Radio </li></ul><ul><li>TV </li></ul>
  4. 4. The Internet <ul><li>Yet Another Marketing Channel </li></ul><ul><li>2 Unique Aspects </li></ul>
  5. 5. 2 Unique Aspects <ul><li>A Multicast Medium </li></ul><ul><li>A Multi-Directional Medium </li></ul>
  6. 6. A Multicast Medium <ul><li>TEXT </li></ul><ul><li>+ </li></ul><ul><li>AUDIO </li></ul><ul><li>+ </li></ul><ul><li>VIDEO </li></ul>
  7. 7. A Multi-Directional Medium
  8. 8. A Multi-Directional Medium <ul><li>Top-Down </li></ul><ul><li>Bottom-Up </li></ul><ul><li>Peer-to-Peer </li></ul>
  9. 9. A New (Social) Ecosystem <ul><li>Brands Talk to Consumers </li></ul><ul><li>Consumers Talk to Brands </li></ul><ul><li>Consumers Talk to Consumers </li></ul>
  10. 10. Online PR & Social Media Change & Evolution
  11. 11. Word of Mouth Before
  12. 12. Word of Mouth Now
  13. 13. Online PR: 3 Angles <ul><li>Reach </li></ul><ul><li>Search </li></ul><ul><li>Community </li></ul>
  14. 14. Online PR: Reach <ul><li>Journalists </li></ul><ul><li>Media Relations </li></ul><ul><li>Etc… </li></ul>
  15. 15. Online PR: Search <ul><li>PR Web (pay & upload) </li></ul><ul><li>PR Newswire (managed) </li></ul><ul><li>Tons of Hybrids… </li></ul>
  16. 16. Online PR: Community <ul><li>Press Conferences </li></ul><ul><li>Publicity Events </li></ul><ul><li>Stunts </li></ul>
  17. 17. A New (Social) Ecosystem <ul><li>Sharing your brand story: </li></ul><ul><li>Connections </li></ul><ul><li>Content (text/audio/video) </li></ul><ul><li>Conversations </li></ul>
  18. 18. Social Media: Reach <ul><li>Blogger Outreach </li></ul><ul><li>Brand Evangelists </li></ul><ul><li>Niche Influencers </li></ul>
  19. 19. Social Media: Search <ul><li>Social Content Creation </li></ul><ul><li>SNO: Digg, Reddit, SU, Mixx… </li></ul><ul><li>UGC </li></ul>
  20. 20. Social Media: Community <ul><li>Reputation Management </li></ul><ul><li>Customer Relations </li></ul><ul><li>Community Involvement </li></ul><ul><ul><li>YouTube, Facebook, etc… </li></ul></ul>
  21. 21. Business Case: Molson Dry <ul><li>A Leading Canadian Beer </li></ul><ul><li>Challenge: mainstream beer in an indie market </li></ul><ul><li>Goal: bridge the gap between mainstream and niche markets </li></ul>
  22. 22. Molson Dry: Online PR Role <ul><li>Invite Journalists </li></ul><ul><li>Issue Press Releases </li></ul><ul><li>Execute Event </li></ul>
  23. 23. Molson Dry: Social Media <ul><li>Invite Bloggers </li></ul><ul><li>Publish Social Content/Posts Before, During, and After Event </li></ul><ul><li>Engage Bloggers/Influencers </li></ul>
  24. 24. Molson Dry: Results / KPI <ul><li>27 bloggers & 100+ of their readers attended the event </li></ul><ul><li>Over 50 posts & 300 comments </li></ul><ul><li>3 Facebook groups created naturally </li></ul><ul><li>Great feedback received by bloggers about what Molson needs to improve </li></ul>

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