At the Hill&Knowlton Demystifying Digital event in Amsterdam on April 14 2011, Andrew Bleeker Worldwide Head of Digital talks about the trends in Digital Communication and Social Media

1. TRENDS IN DIGITAL PR
14 April 2011 case studies
Hill & Knowlton Confidential and Proprietary 1

2. AGENDA in 2011
Digital Media
• The Digital Landscape
• Uses of Digital
• Emerging Trends
• Is It Working?
Hill & Knowlton Confidential and Proprietary 2

3. DEFINING DIGITAL MEDIA 2011
Defining Social Media
Something
Happens
Journalists
Bloggers
Observers
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4. THE DIGITAL2011
Digital Media in LANDSCAPE IN 2011
The old sources of influence are no longer sufficient
 Facebook has over 500 million active users, 50% log on every day
 150 years of YouTube video consumed every day on Facebook
 Over 460,000 new Twitter accounts are created daily
Ref: Quantcast 4

5. TRENDS INinDIGITAL PR
Digital Media 2011
Organizations and companies are using digital:
1. To achieve additional business goals
2. To provide tools rather than only content
3. To better explain difficult concepts
4. To better capitalize on moments
Hill & Knowlton Confidential and Proprietary 5

6. 1. Digital Media in 2011 APPROACH
A WHOLISTIC
Consumers
Media Clients
Digital
Strategy
Alumni Recruits
Employees Regulators
Hill & Knowlton Confidential and Proprietary 6

7. 1. Digital Media in ADDITIONAL BUSINESS GOALS
ACHIEVE 2011
Media Relations: General Electric
Respond directly to other influentials in media, not just individuals
Hill & Knowlton Confidential and Proprietary 7

8. 1. Digital Media in ADDITIONAL BUSINESS GOALS
ACHIEVE 2011
Customer Service: Comcast
Conduct direct customer service with a personal face
Hill & Knowlton Confidential and Proprietary 8

9. 1. Digital Media in ADDITIONAL BUSINESS GOALS
ACHIEVE 2011
Internal Collaboration: IBM
Facilitate open, internal collaboration
Hill & Knowlton Confidential and Proprietary 9

10. 2. Digital Media in 2011
PROVIDE DIGITAL TOOLS
Connecting on and offline activity: Nike+
Hill & Knowlton Confidential and Proprietary 10

11. 2. Digital Media in 2011
PROVIDE DIGITAL TOOLS
Tools for conducting everyday activities: PNC, American Express
American Express has 8 iPhone apps
featuring different tools
Hill & Knowlton Confidential and Proprietary 11

12. 2. Digital Media in 2011
PROVIDE DIGITAL TOOLS
Electric Car: BMW
Hill & Knowlton Confidential and Proprietary 12

13. 3. Digital Media in DIFFICULT CONCEPTS
EXPLAIN 2011
Financial Reform: The White House
Hill & Knowlton Confidential and Proprietary 13

14. 3. Digital Media in DIFFICULT CONCEPTS
EXPLAIN 2011
Interactive tools to explain complex information: NYTimes, Kiplinger
Hill & Knowlton Confidential and Proprietary 14

15. 3. EXPLAIN DIFFICULT CONCEPTS
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16. 4. Digital Media in 2011 MOMENTS
CAPITALIZE ON
Mobilize supporters, quickly and en masse: Avaaz in India, Livingsocial
Hundreds of thousands of signatures in a
matter of days More than $2 million raised in 24 hours
Hill & Knowlton Confidential and Proprietary 16

17. 4. Digital Media in 2011 MOMENTS
CAPITALIZE ON
Generating Viral Growth: Organizing for America
Over 500,000 new free supporters
Hill & Knowlton Confidential and Proprietary 17

18. 4. Digital Media in 2011 MOMENTS
CAPITALIZE ON
Mobile Petitions: Rio Governor Sergio Cabral
100,000 petitions signed in 24 hours
Hill & Knowlton Confidential and Proprietary 18

19. IS Digital Media in 2011
IT WORKING?
How do we track against core business goals?
Hill & Knowlton Confidential and Proprietary 19

20. Questions?
case studies
Andrew.Bleeker@hillandknowlton.com
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