The Intersection of PR and Advertising

Everything Has ChangedNothing Has Changed

Influencing Action Through Story Telling

Digital and Social Media

• Where does this fit?

• Enablestrust to bebuilt for brands

PAID EARNED

ADVERTISING PR

FACEBOOKADVERTISING

FAN BASEENGAGEMENT

PAY PER CLICK / ACTION

ORGANICSEO

iADS APPS

COMMERCIALS VIRAL

IT DOESN’T MATTER WHAT YOU CALL IT

YOUR IDEAS RUN EVERYWHERE

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)

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

In Today's World Its All AboutBrand Essence Positioning

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.

“Do No Evil”

NEW AAMCOSPOT

“TRUST”

Social | Mobile | Search | Web | CRM | Outdoor

Building Personalized Relationships That Built Trust

DIGITAL MEDIA STRATEGIES

Digital Media Grid

Social Media

Internet

• The first mass medium where the production tool is the same as the consumption tool

This changes everything

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

New Distribution Models

SOCIAL MEDIA

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

Social Brand Winner

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?

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

Obama Inauguration App (Webby Winner)

AAMCO iGaauge (AdAge 2009 Top 10 Branded Application)

SEARCH

Social

Web Search (Text, Video)

Social SearchMobile Search

Mobile

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

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.

Nothing Has ChangedEverything Has Changed

Fully-Integrated Services / In-House

10 Years in business

5 Ranked in top independent agencies in USA

100+Professionals

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)

Unmatched Experience

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

REEL 2010