PRCA breakfast: Positioning Digital Properly

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A new version of the "Integration Triangle" presentation given at a PRCA breakfast briefing on May 29, 2009.

I’ve added a couple of quick case studies (EA Sports/Weiden & Kennedy, Domino’s Pizza Crisis Mgmt, Tourism Queensland/CumminsNitro, Sony/Fallon/Tonic) and a few slides on "why clients might not be buying the engagement model. Hope it all helps.

There’s a plan to present this as a slidecast and video. I’ll update the link here if we go down that route.


Note on Format:

Because I present in Keynote (which SlideShare *can* handle) and include lots of video (which I don’t believe it can), I’ve uploaded this as a PDF. It doesn’t make the transition to PPT very well, I’m afraid.

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PRCA breakfast: Positioning Digital Properly

  1. 1. positioni ng digital properly
  2. 2. Mat Morrison
  3. 3. @mediaczar
  4. 4. http://mediaczar.com/blog
  5. 5. A little history...
  6. 6. A I D A
  7. 7. A I D A
  8. 8. Awareness A Interest I Desire D Action A
  9. 9. 25-34! £££
  10. 10. How must we change?
  11. 11. Listen
  12. 12. Respond
  13. 13. In videos posted to YouTube and elsewhere this week, a Domino’s employee ... prepared sandwiches for delivery while putting cheese up his nose, nasal mucus on the sandwiches. New York Times April 16, 2009
  14. 14. But what if your clients don’t want to do this?
  15. 15. Where do digital channels FIT?
  16. 16. JOINED-UP thinking
  17. 17. The INTEGRATION Triangle
  18. 18. “Real World” Digital Traditional Channels Media
  19. 19. Use the relative strengths of each to compensate for the weaknesses of the others
  20. 20. Digital Channels Strength Always on/on demand Customer managed relationships/ interactive/self-service (feedback) Messages can spread far and wide Permanent, searchable multi-media records Weakness Un-mediagenic Less message control: everyone can have an opinion and a voice! Cluttered, fragmented environment Permanent, searchable multi-media records
  21. 21. Traditional Media Strength Broadest audience reach (still!) High impact & highly-valued by audience Established channels and best practice Relatively high degree of message control Weakness High requirements for story Long lead times Limited back channel Fish & chip wrapper
  22. 22. Real World Strength Highest impact Mediagenic High “talkability” Established channels and best practice Weakness Transient Low reach High cost of involvement
  23. 23. 350 people on your campaign website is an abject failure...
  24. 24. But 350 people in a train station is a STORY
  25. 25. They are filming a commercial on our street today; it involves dropping 100,000 bouncy balls down the hill. http://www.flickr.com/photos/saramorishige/28795874/
  26. 26. “Real World” Digital Traditional Channels Media
  27. 27. SIMPLE RULE Move audience from one corner to another
  28. 28. “Real World” Promote Digital Traditional Channels Media
  29. 29. “Real World” it cru Re Digital Traditional Channels Media
  30. 30. “Real World” Co nte Digital nt Traditional Channels Media
  31. 31. “Real World” h i ve A rc Digital Traditional Channels Media
  32. 32. tv coverage 168 mins dailies 27 weeklies/monthlies 15
  33. 33. tv coverage 168 mins dailies 27 weeklies/monthlies 15 107 blog mentions
  34. 34. “Real World” Content Digital Traditional Channels Media
  35. 35. “Real World” plus :60 TVC 2 weeks Digital Traditional Channels Media
  36. 36. “Real World” :60 TVC Radio Cross-track/Outdoor £2.6m Digital Traditional Channels Media
  37. 37. “Real World” it cru Re Digital Traditional Channels Media
  38. 38. “Real World” Co nte Digital nt Traditional Channels Media
  39. 39. “Real World” h i ve A rc Digital Traditional Channels Media
  40. 40. Reduce UK’s CO2 emissions by at least 80% by 2050
  41. 41. Include emissions from international SHIPPING and AVIATION
  42. 42. “Real World” it cru Re Digital Traditional Channels Media
  43. 43. “Real World” Co nte Digital nt Traditional Channels Media
  44. 44. “Real World” e hiv Arc Digital Traditional Channels Media
  45. 45. “Real World” classified ads & media releases Digital Traditional Channels Media
  46. 46. 36,648 videos submitted
  47. 47. “Real World” it cru Re Digital Traditional Channels Media
  48. 48. 16 shortlisted for “reality show”
  49. 49. “Real World” Co BBC Documentary nte Digital nt Traditional Channels Media
  50. 50. 1 caretaker chosen
  51. 51. “Real World” nt nte Co Digital Traditional Channels Media
  52. 52. What do all these have in common?
  53. 53. “Real World” Digital Traditional Channels Media
  54. 54. Where do digital channels FIT?
  55. 55. JOINED-UP thinking
  56. 56. 350 people on your website is an abject FAILURE...
  57. 57. But 350 people in a train station is a STORY
  58. 58. SIMPLE RULE Move from corner to corner

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