This document discusses the evolution of communications from siloed disciplines to an integrated approach combining owned, earned, and paid channels. It notes that early social media adoption was only successful for companies that applied an earned approach to owned channels by building relationships and offering compelling content. Over time, the disciplines of content marketing, influencer marketing, and others emerged and merged communications. Now most agencies offer proficiency across owned, earned, and paid channels to strategically combine them for each campaign. The document proposes that Hotwire can help companies innovate their communications architecture and programs through strategic packages tailored to their needs across functions like PR, marketing, sales, and HR.

1. © 2018 Hotwire. All rights reserved. CONFIDENTIAL.
VALUE PACKAGES
REDESIGNING
COMMUNICATIONS
FOR THE DIGITAL AGE

2. DIGITAL CHANGED
COMMUNICATIONS

3. DIGITISATION TORE DOWN SILOS
SOCIAL MEDIA BLURRED THE LINES
ADVOCACY
EARNED
PAIDOWNED
AMPLIFICATION21
In 2009/10, most companies opened social media
channels. Not all were successful – only those who
applied an Earned approach to their Owned channels
(i.e. who managed to build relationships and offer
compelling content).
Companies who supported highly relevant (Earned
type) content with social advertising outperformed
most others. Social media was the first wave of digital
communications that really brought Owned, Earned
and Paid together.
2
1

4. THREE DISCIPLINES MERGED INTO ONE
CONTENT AND INFLUENCER MARKETING FINISHED THE JOB
ATTRACTION
EARNED
PAIDOWNED
ATTENTION3 4
3
4
At the turn of the decade, Google became really good
in recognizing relevancy. As a consequence, link
farms went up in flames. From 2012/13 onwards,
Owned media specialists found that SEO would only
work with relevant content and again turned to Earned
media specialists or journalists to provide just that.
.
Soon, Content Marketers discovered that their original
content would not fly all by itself. They started to pay
influencers (“Influencer Marketing”) or worked with
Earned specialists, to win them as advocates
(“Influencer Relations”).

5. WE CAN DO SO MUCH MORE TODAY…
THE RIGHT COMBINATION AT THE RIGHT TIME IN THE CUSTOMER JOURNEY
Attract Convert Close Captivate
Strangers Visitors Leads Customers Advocates
EARNED
PAID
OWNED
All agencies, no matter their
heritage, had to obtain proficiency in
all three disciplines. Today, we know
how to mix Paid, Owned and Earned
in the best possible way – for each
individual campaign.
We had to learn and still keep
learning, and our service offering
kept expanding. We added Social
Media, Content Production, Content
Distribution, some SEO, Video and
all kinds of new strategic services.

6. … BUT SO CAN EVERYONE ELSE
HOW CAN YOU POSSIBLY FIND THE RIGHT PARTNER?
OUR SERVICES
 Press releases
 Content marketing
 Analytics and strategy
 Social media
 Viral marketing
 Word-of-Mouth
AGENCY A
OUR SERVICES
 SEO
 Word-of-Mouth
 Digital marketing
 Web development
 Influencer marketing
 Data sciences
AGENCY B
OUR SERVICES
 Digital marketing
 Storytelling
 SEO/SEM
 App development
 Influencer marketing
 Influencer relations
AGENCY C
OUR SERVICES
 Guerrilla marketing
 Content marketing
 Measurement
 Influencer relations
 Content marketing
 Corporate publishing
AGENCY D
OUR SERVICES
 Word-of-Mouth
 Mobile marketing
 Cross channel
 SEO
 Outdoor marketing
 Growth hacking
AGENCY E
OUR SERVICES
 Digital-out-of-Home
 Events
 Street marketing
 Above-the-line
 Advertising
 Positioning
AGENCY F
OUR SERVICES
 Story writing
 Content development
 Content rollout
 Media relations
 Influencer relations
 Media bookings
AGENCY G
OUR SERVICES
 Web development
 SEO/SEM
 Content marketing
 Influencer marketing
 Data marketing
 Media buying
AGENCY H
OUR SERVICES
 Press relations
 Press events
 Conferences
 Social media
 Social marketing
 Social advertising
AGENCY I
OUR SERVICES
 Community building
 Brand advocates
 Strategy development
 Press relations
 Press conferences
 Public speaking
AGENCY J
OUR SERVICES
 Speaker trainings
 Speaker programmes
 Account-based marketing
 Content development
 Media bookings
 Promotions
AGENCY K
OUR SERVICES
 Gorilla marketing
 HTML & Java Script
 Web optimisation
 Advocacy programmes
 Follower sales
 Free horoscopes
AGENCY L
MADNESS, RIGHT?
LET’S TRY A NEW APPROACH. LET’S FOCUS ON YOUR NEEDS INSTEAD OUR COMPETENCIES

7. MATCHING YOUR
COMMUNICATION NEEDS

8. COMMUNICATION DRIVES SUCCESS
VARIOUS CORPORATE FUNCTIONS NEED TO CONNECT TO THEIR AUDIENCES
0401 0302
HUMAN RESOURCES
The War for Talent is not affecting all industries
alike. High-tech businesses are struggling the
most when it comes to identifying and winning
qualified staff. Employer Branding has become
a strategic imperative for companies in this
sector. State of the art onboarding and team
communications are additional key HR
responsibilities where digital transformation
has opened new opportunities.
SALES
Business networks such as LinkedIn have
proven to be an incredibly useful tool for
sales professionals, to identify new leads
and convert them into customers. Many
opportunities die along the customer journey
because they are not nurtured. Social selling
is a thought leader approach for sales and
supports both lead generation and nurturing.
MARKETING
The options how to connect to and engage
with customers have multiplied. With social
media as well as influencer relations and
influencer marketing, new disciplines have
evolved. Content marketing is replacing failing
SEO campaigns. It is primarily aimed at lead
generation and nurturing. Last but not least,
innovative digital marketing formats are used
to foster customer engagement.
PUBLIC RELATIONS
A major focus in PR is on communicating
products and solutions. Innovation demands to
be accompanied by communications, to take
target audiences along the decision process.
To cut through the noise, it has become
paramount to go beyond product and solutions
PR though. Thought leadership programmes
connect companies to the big public debates,
help them shape the agenda and build their
brand.

9. ORCHESTRATION IS KEY
STRATEGY
& CHANGE
ALL FUNCTIONS NEED TO TELL A CONSISTENT STORY
PUBLIC
RELATIONS
HUMAN
RESOURCES
SALES
MARKETING
All communicating functions must tell
a consistent story. This needs to be
coordinated through a single point of
ownership. This lead orchestrates the
development of the brand positioning
and story, and helps all functions to
align execution. It is also in charge of
bringing digital communications to the
rest of the organisation – and assist all
non-official communicators (e.g. brand
advocates) to achieve the best results.
STRATEGY
& CHANGE

10. EVERY COMPANY NEEDS A ROUND TABLE
HOTWIRE WILL SUPPORT YOU IN BUILDING STATE-OF-THE-ART COMMUNICATIONS
PUBLIC
RELATIONS
STRATEGY
& CHANGE
HUMAN
RESOURCES
SALES
MARKETING
Hotwire is a global communications
consultancy. We help you transform
your communications programmes
across your organisation, to leverage
the full potential of digitisation. We are
strategy experts and strong executers,
full of passion for what we do. We love
innovation, which is at the core of your
business. Let’s innovate your
communications architecture and
programmes.
WE GOT EXACTLY
THE RIGHT PACK-
AGES FOR YOU.

11. HOTWIRE VALUE PACKAGES
STRATEGIC COMMUNICATION PACKAGES TO MATCH YOUR NEEDS
CONTENT
FORGE
PRODUCT
PR (B2C)
PRODUCT
PR (B2B)
THOUGHT
LEADERSHIP
INTERNAL
COMMUNICATIONS
SOCIAL
SELLING
BUILDING
COMMUNITIES
INFLUENCER
CAMPAIGNS
LEAD GENERATION
& NURTURING (B2B)
BRAND
STRATEGY
COUNCIL &
AMBASSADORS
EMPLOYER
BRANDING
STRATEGY
& CHANGE
PUBLIC
RELATIONS
HUMAN
RESOURCES
SALES
MARKETING
CUSTOMER SERVICE
OPTIMISATION

12. …AND THAT’S A WRAP.
FLORIAN HOHENAUER
+ 49 89 2109 32 - 74
florian.hohenauer@hotwireglobal.com