Intersection of PR and Advertising - Digital Media Strategies

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  • Question: Is clear channel well positioned for a web 2.0 world. Are they doing each well?
  • Question: Is clear channel well positioned for a web 2.0 world. Are they doing each well?
  • Put in the matching graphic for this app like the others – emily has it
  • Intersection of PR and Advertising - Digital Media Strategies

    1. 1. The Intersection of PR and Advertising<br />
    2. 2. Everything Has ChangedNothing Has Changed<br />
    3. 3. Influencing Action Through Story Telling<br />
    4. 4. Digital and Social Media<br />Where does this fit?<br />Enablestrust to bebuilt for brands<br />
    5. 5. PAID<br />EARNED<br />
    6. 6. ADVERTISING<br />PR<br />
    7. 7. FACEBOOK<br />ADVERTISING<br />FAN BASEENGAGEMENT<br />
    8. 8. PAY PER CLICK / ACTION<br />ORGANICSEO<br />
    9. 9. iADS<br />APPS<br />
    10. 10. COMMERCIALS<br />VIRAL<br />
    11. 11. IT DOESN’T MATTER<br />WHAT YOU CALL IT<br />
    12. 12. YOUR IDEAS<br />RUN EVERYWHERE<br />
    13. 13. Who’s An Expert?<br />Clearly defined, measurable objectives (PR and advertising)<br />Clearly defined client expectations (mastered by advertisers, but not always completely possible with PR)<br />Laser targeting of audiences (Mastered by advertisers)<br />Careful construction of messages (Mastered by PR experts)<br />Efficient execution of campaigns (PR and advertising)<br />Efficient, accurate and constant evaluation (mastered by advertisers)<br />
    14. 14. Thinking Bigger<br />Forget ‘media strategies’ -- think customer-centric strategies<br />Forget marketing -- think customer happiness<br />Forget influencers -- think enthusiasts<br />Forget campaigns -- think learning cycles<br />Go deeper than trust -- raise social capital<br />
    15. 15. In Today's World Its All AboutBrand Essence Positioning<br />
    16. 16.
    17. 17.
    18. 18. Trust<br />Trust is a missing element in today’s world<br />Trust is desired by societies<br />Trust is earned over time<br />Trust is a relationship<br />Trust is often local<br />Trust can be monetized in many forms<br />The trusted brand is the goal.<br />
    19. 19. “Do No Evil”<br />
    20. 20. NEW AAMCOSPOT“TRUST”<br />
    21. 21. DIGITAL MEDIA STRATEGIES<br />Social | Mobile | Search | Web | CRM | Outdoor<br />Building Personalized Relationships That Built Trust<br />
    22. 22. Digital Media Grid<br />
    23. 23. Social Media<br />
    24. 24.
    25. 25. Internet<br />The first mass medium where the production tool is the same as the consumption tool<br />
    26. 26. This changes everything<br />
    27. 27. Internet<br />The first mass medium where the production tool is the same as the consumption tool<br />The essence of the web (formerly known as web 2.0)<br />Creation – People want to create, not just consume<br />Social – People want to share<br />Distributed – Its all about the network effect<br />
    28. 28. New Distribution Models<br />
    29. 29. SOCIAL MEDIA<br />
    30. 30. We Have 100,000 Fans on Facebook. Now what?<br />Facebook Connect<br />Single Sign-on<br />The Portable Social Graph<br />Publishing Activity Back to Facebook<br />Fan Page Specific Applications<br />Facebook Payments<br />
    31. 31. Social Brand Winner<br />
    32. 32. Social Media<br /><ul><li>Issues that firms need to keep in mind when developing their social networking strategy? 
    33. 33. Personality – who is the voice of each market? Are they trained on best practices?
    34. 34. Publishing – when you publish to social media do you have a shrapnel approach to maximize reach
    35. 35. Measurement – how are you measuring what's working on page and off page? Multisession measurement? How are you packaging this reach for advertising sales purposes
    36. 36. Content Strategy – do you have a master programming strategy that considers the social interaction layer
    37. 37. Resourcing – do you have the right people in house for SMO, analytics insights, etc
    38. 38. Conversion Strategy – how are you measuring and tuning your conversion strategy – conversation marketing, multivariate testing, a/b testing, etc
    39. 39. Engagement – do you have resources assigned to engaging the online conversation that your content starts. The goals should be to convert conversion to referred traffic that drives KPIs
    40. 40. Listening Tools – how are you listening to the conversation? Measuring sentiment? Influencers? Up and coming influencers? Share of voice?</li></li></ul><li>
    41. 41.
    42. 42.
    43. 43.
    44. 44. Baseline Today: Interesting Stats<br />Facebook has 260 Billion page views per month vs MySpace at 24 Billion<br />Flickr hosts 4 Billion photos – Facebook gets 2.5 Billion new photos per month<br />Youtube gets 1 Billion video views per day<br />Hulu gets 1 Billion video views per month<br />
    45. 45.
    46. 46.
    47. 47. Obama Inauguration App (Webby Winner)<br />
    48. 48.
    49. 49. AAMCO iGaauge (AdAge 2009 Top 10 Branded Application)<br />
    50. 50. SEARCH<br />
    51. 51.
    52. 52. SocialWeb Search (Text, Video)Social SearchMobile SearchMobile<br />
    53. 53. Search<br />Social SearchSearch is shifting from algorithm based search to social powered search<br />If I want to know the capital of Estonia, I’ll turn to Google<br />If I want to purchase something I turn to people or brands I trust. Ill turn to Twitter and Facebook<br />
    54. 54. Organic vs Paid Search<br />40% of SEO campaigns aware of their ROI achieve returns in excess of 500%, while only 22% of PPC campaigns were able to achieve this value.<br />
    55. 55. Nothing Has ChangedEverything Has Changed<br />
    56. 56. Fully-Integrated Services / In-House<br />
    57. 57. 10<br />Years in business<br />5<br />Ranked in top independent agencies in USA<br />100+<br />Professionals<br />
    58. 58. Pioneering<br />Developed the first inauguration iPhone App ever. Winning a Webby (Obama)<br />Developed the first iPhone app for a major newspaper (WashingtonPost)<br />Ran the first foreign ambassador campaign over Twitter (Mexico)<br />
    59. 59. Unmatched Experience<br />
    60. 60. Accolades<br />Winner Public Affairs Agency of the Year<br />Winner “Webby” Award for Best Mobile App<br />Winner of dozens of “Addy” Advertising Awards<br />Finalist PRWeek Midsize Agency of the Year<br />Named a “Best Place to Work For” 2009<br />Winner National PRSA Award of Excellence<br />53<br />
    61. 61. REEL 2010<br />

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