London book fair 2012 michelle goodall whose role is it anyway

1,285 views

Published on

Slides shown at London Book Fair

Published in: Education, Travel, Business
  • Be the first to comment

  • Be the first to like this

London book fair 2012 michelle goodall whose role is it anyway

  1. 1. Whose  role  is  it  anyway?   What  the  digital  landscape  means   for  marketers  and  publicists  Michelle  Goodall  Online  communica0ons  and    social  media  consultant/trainer  Twi:er:  @greenwellys  Blog:  h:p://michellegoodall.posterous.com/  
  2. 2. @greenwellys  
  3. 3. Jets  v  Sharks?   Jets  v  Sharks?  ©  Michelle  Goodall  -­‐  @greenwellys  
  4. 4. In  the  agency  world…  ©  Michelle  Goodall  -­‐  @greenwellys  
  5. 5. We’ve  been  having  this  fight   ‘discussion’  for  5+  years  ©  Michelle  Goodall  -­‐  @greenwellys  
  6. 6. “Bought  v  Owned  v  Earned”    “Mediated  v  Unmediated”   Brand  Anarchy:  Stephen  Waddington  and  Steve  Earle  ©  Michelle  Goodall  -­‐  @greenwellys  
  7. 7. Ownership?   Caveat:  Many  “Marke0ng  Departments”  incorporate  PR/comms     BUT  oDen  comms  teams  pigeon-­‐holed  into  corporate  comms  &  edged  out  of  social  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  h:p://econsultancy.com/uk/reports/state-­‐of-­‐social  
  8. 8. Resourcing  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  h:p://econsultancy.com/uk/reports/state-­‐of-­‐social  
  9. 9. Agency  soluUon?  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Editd  
  10. 10. Other  industries:  Retail   Insights  from  data  is  their  lifeblood  ©  Michelle  Goodall  -­‐  @greenwellys   Source:  Editd  
  11. 11. Other  industries:  Retail  Content  and  Engagement  Strategy  (‘outcome  based’    storytelling    SEO,  social  and  mul0-­‐channel  delivery)  ©  Michelle  Goodall  -­‐  @greenwellys  
  12. 12. Other  industries:  Retail   Ongoing  skills  development  and  partnerships  =  innova0on,   diversifica0on  and  mone0sa0on  ©  Michelle  Goodall  -­‐  @greenwellys  
  13. 13. GeVng  it  right…?   “Key  success  point  has  been  engaging  the     network  of  everyone  in  the  book  or  who  helped    along  the  way  and  then  using  our  own  audiences”   Stephen  Waddington  ©  Michelle  Goodall  -­‐  @greenwellys  
  14. 14. “Who  owns  digital  or  social  media”  are   not  the  right  quesUons…   They  should  be:     “Who  can  best  contribute”   and   “How  best  can  they  contribute?”   Useful  further  reading:  h:p://www.edelmandigital.com/2012/04/12/future-­‐of-­‐social-­‐digital-­‐ agency-­‐services/  ©  Michelle  Goodall  -­‐  @greenwellys  
  15. 15. Thanks.   Download  slides  here:   slideshare.net/ michellegoodall    Michelle  Goodall  Online  communicaUons  and    social  media  consultant/trainer  Twi:er:  @greenwellys  Blog:  h:p://michellegoodall.posterous.com/  

×