intersection of pr and advertising - digital media strategies
DESCRIPTION
TRANSCRIPT
![Page 1: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/1.jpg)
The Intersection of PR and Advertising
![Page 2: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/2.jpg)
Everything Has ChangedNothing Has Changed
![Page 3: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/3.jpg)
Influencing Action Through Story Telling
![Page 4: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/4.jpg)
Digital and Social Media
• Where does this fit?
• Enablestrust to bebuilt for brands
![Page 5: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/5.jpg)
PAID EARNED
![Page 6: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/6.jpg)
ADVERTISING PR
![Page 7: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/7.jpg)
FACEBOOKADVERTISING
FAN BASEENGAGEMENT
![Page 8: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/8.jpg)
PAY PER CLICK / ACTION
ORGANICSEO
![Page 9: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/9.jpg)
iADS APPS
![Page 10: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/10.jpg)
COMMERCIALS VIRAL
![Page 11: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/11.jpg)
IT DOESN’T MATTER WHAT YOU CALL IT
![Page 12: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/12.jpg)
YOUR IDEAS RUN EVERYWHERE
![Page 13: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/13.jpg)
Who’s An Expert?
• Clearly defined, measurable objectives (PR and advertising)• Clearly defined client expectations (mastered by advertisers,
but not always completely possible with PR)• Laser targeting of audiences (Mastered by advertisers)• Careful construction of messages (Mastered by PR experts)• Efficient execution of campaigns (PR and advertising)• Efficient, accurate and constant evaluation (mastered by
advertisers)
![Page 14: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/14.jpg)
Thinking Bigger
• Forget ‘media strategies’ -- think customer-centric strategies
• Forget marketing -- think customer happiness• Forget influencers -- think enthusiasts• Forget campaigns -- think learning cycles• Go deeper than trust -- raise social capital
![Page 15: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/15.jpg)
In Today's World Its All AboutBrand Essence Positioning
![Page 16: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/16.jpg)
![Page 17: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/17.jpg)
![Page 18: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/18.jpg)
Trust
• Trust is a missing element in today’s world• Trust is desired by societies• Trust is earned over time• Trust is a relationship• Trust is often local• Trust can be monetized in many forms• The trusted brand is the goal.
![Page 19: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/19.jpg)
“Do No Evil”
![Page 20: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/20.jpg)
NEW AAMCOSPOT
“TRUST”
![Page 21: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/21.jpg)
Social | Mobile | Search | Web | CRM | Outdoor
Building Personalized Relationships That Built Trust
DIGITAL MEDIA STRATEGIES
![Page 22: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/22.jpg)
Digital Media Grid
![Page 23: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/23.jpg)
Social Media
![Page 24: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/24.jpg)
![Page 25: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/25.jpg)
Internet
• The first mass medium where the production tool is the same as the consumption tool
![Page 26: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/26.jpg)
This changes everything
![Page 27: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/27.jpg)
Internet
• The first mass medium where the production tool is the same as the consumption tool
• The essence of the web (formerly known as web 2.0)– Creation – People want to create, not just
consume– Social – People want to share– Distributed – Its all about the network effect
![Page 28: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/28.jpg)
New Distribution Models
![Page 29: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/29.jpg)
SOCIAL MEDIA
![Page 30: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/30.jpg)
We Have 100,000 Fans on Facebook. Now what?
• Facebook Connect– Single Sign-on– The Portable Social Graph– Publishing Activity Back to Facebook
• Fan Page Specific Applications• Facebook Payments
![Page 31: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/31.jpg)
Social Brand Winner
![Page 32: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/32.jpg)
Social Media• Issues that firms need to keep in mind when developing their social networking strategy?
– Personality – who is the voice of each market? Are they trained on best practices? – Publishing – when you publish to social media do you have a shrapnel approach to
maximize reach– Measurement – how are you measuring what's working on page and off page?
Multisession measurement? How are you packaging this reach for advertising sales purposes
– Content Strategy – do you have a master programming strategy that considers the social interaction layer
– Resourcing – do you have the right people in house for SMO, analytics insights, etc– Conversion Strategy – how are you measuring and tuning your conversion strategy –
conversation marketing, multivariate testing, a/b testing, etc– Engagement – do you have resources assigned to engaging the online conversation that
your content starts. The goals should be to convert conversion to referred traffic that drives KPIs
– Listening Tools – how are you listening to the conversation? Measuring sentiment? Influencers? Up and coming influencers? Share of voice?
![Page 33: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/33.jpg)
![Page 34: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/34.jpg)
![Page 35: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/35.jpg)
![Page 36: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/36.jpg)
![Page 37: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/37.jpg)
Baseline Today: Interesting Stats
• Facebook has 260 Billion page views per month vs MySpace at 24 Billion
• Flickr hosts 4 Billion photos – Facebook gets 2.5 Billion new photos per month
• Youtube gets 1 Billion video views per day• Hulu gets 1 Billion video views per month
![Page 38: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/38.jpg)
![Page 39: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/39.jpg)
![Page 40: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/40.jpg)
Obama Inauguration App (Webby Winner)
![Page 41: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/41.jpg)
![Page 42: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/42.jpg)
AAMCO iGaauge (AdAge 2009 Top 10 Branded Application)
![Page 43: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/43.jpg)
SEARCH
![Page 44: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/44.jpg)
![Page 45: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/45.jpg)
Social
Web Search (Text, Video)
Social SearchMobile Search
Mobile
![Page 46: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/46.jpg)
Search
• Social SearchSearch is shifting from algorithm based search to social powered search– If I want to know the capital of Estonia, I’ll turn to
Google– If I want to purchase something I turn to people or
brands I trust. Ill turn to Twitter and Facebook
![Page 47: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/47.jpg)
Organic vs Paid Search
• 40% of SEO campaigns aware of their ROI achieve returns in excess of 500%, while only 22% of PPC campaigns were able to achieve this value.
![Page 48: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/48.jpg)
Nothing Has ChangedEverything Has Changed
![Page 49: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/49.jpg)
Fully-Integrated Services / In-House
![Page 50: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/50.jpg)
10 Years in business
5 Ranked in top independent agencies in USA
100+Professionals
![Page 51: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/51.jpg)
Pioneering
Developed the first inauguration iPhone App ever. Winning a Webby (Obama)
Developed the first iPhone app for a major newspaper (WashingtonPost)
Ran the first foreign ambassador campaign over Twitter (Mexico)
![Page 52: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/52.jpg)
Unmatched Experience
![Page 53: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/53.jpg)
53
• Winner Public Affairs Agency of the Year• Winner “Webby” Award for Best Mobile App• Winner of dozens of “Addy” Advertising Awards• Finalist PRWeek Midsize Agency of the Year• Named a “Best Place to Work For” 2009• Winner National PRSA Award of Excellence
Accolades
![Page 54: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/54.jpg)
REEL 2010
![Page 55: Intersection of PR and Advertising - Digital Media Strategies](https://reader036.vdocuments.site/reader036/viewer/2022062617/54bb6f414a7959ee3c8b479f/html5/thumbnails/55.jpg)