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.

1. positioni
ng digital
properly

2. Mat Morrison

4. @mediaczar

5. http://mediaczar.com/blog

6. A little history...

10. A
I
D
A

12. A
I
D
A

13. Awareness
A
Interest
I
Desire
D
Action
A

18. 25-34!
£££

19. How must we change?

20. Listen

21. Respond

23. 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

28. But what if your clients
don’t want to do this?

30. Where do digital channels FIT?

31. JOINED-UP thinking

32. The INTEGRATION Triangle

34. “Real World”
Digital Traditional
Channels Media

35. Use the relative strengths of
each to compensate for the
weaknesses of the others

36. 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

37. 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

38. Real World Strength Highest impact
Mediagenic
High “talkability”
Established channels and best practice
Weakness Transient
Low reach
High cost of involvement

39. 350 people on your campaign
website is an abject failure...

40. But 350 people in a train
station is a STORY

42. 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/

43. “Real World”
Digital Traditional
Channels Media

44. SIMPLE RULE
Move audience from one
corner to another

45. “Real World”
Promote
Digital Traditional
Channels Media

46. “Real World”
it
cru
Re
Digital Traditional
Channels Media

47. “Real World”
Co
nte
Digital nt Traditional
Channels Media

48. “Real World”
h i ve
A rc
Digital Traditional
Channels Media

52. tv coverage 168 mins
dailies 27
weeklies/monthlies 15

53. tv coverage 168 mins
dailies 27
weeklies/monthlies 15
107 blog mentions

55. “Real World”
Content
Digital Traditional
Channels Media

57. “Real World”
plus :60 TVC
2 weeks
Digital Traditional
Channels Media

61. “Real World”
:60 TVC
Radio
Cross-track/Outdoor
£2.6m
Digital Traditional
Channels Media

66. “Real World”
it
cru
Re
Digital Traditional
Channels Media

70. “Real World”
Co
nte
Digital nt Traditional
Channels Media

72. “Real World”
h i ve
A rc
Digital Traditional
Channels Media

75. Reduce UK’s CO2 emissions by
at least 80% by 2050

76. Include emissions from
international SHIPPING and
AVIATION

79. “Real World”
it
cru
Re
Digital Traditional
Channels Media

83. “Real World”
Co
nte
Digital nt Traditional
Channels Media

84. “Real World”
e
hiv
Arc
Digital Traditional
Channels Media

89. “Real World”
classified ads &
media releases
Digital Traditional
Channels Media

90. 36,648 videos submitted

91. “Real World”
it
cru
Re
Digital Traditional
Channels Media

92. 16 shortlisted for “reality show”

93. “Real World”
Co
BBC Documentary
nte
Digital nt Traditional
Channels Media

94. 1 caretaker
chosen

95. “Real World”
nt
nte
Co
Digital Traditional
Channels Media

97. What do all these have in
common?

98. “Real World”
Digital Traditional
Channels Media

99. Where do digital channels FIT?

100. JOINED-UP thinking

101. 350 people on your website is
an abject FAILURE...

102. But 350 people in a train
station is a STORY

103. SIMPLE RULE
Move from corner to corner