HK D2 Amsterdam - Hill&Knowlton Digital

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

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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

Transcript of HK D2 Amsterdam - Hill&Knowlton Digital

Page 1: HK D2 Amsterdam - Hill&Knowlton Digital

case studiesTRENDS IN DIGITAL PR 14 April 2011

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Digital Media in 2011

• The Digital Landscape

• Uses of Digital

• Emerging Trends

• Is It Working?

AGENDA

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Defining Social Media

Something

Happens

Journalists

Bloggers

Observers

DEFINING DIGITAL MEDIA 2011

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Digital Media 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

THE DIGITAL LANDSCAPE IN 2011

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Digital Media in 2011TRENDS IN DIGITAL PR

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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

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Digital Media in 20111. A WHOLISTIC APPROACH

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Digital Strategy

Consumers

Clients

Recruits

RegulatorsEmployees

Alumni

Media

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Digital Media in 20111. ACHIEVE ADDITIONAL BUSINESS GOALS

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Media Relations: General Electric

Respond directly to other influentials in media, not just individuals

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Digital Media in 2011

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Customer Service: Comcast

Conduct direct customer service with a personal face

1. ACHIEVE ADDITIONAL BUSINESS GOALS

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Digital Media in 2011

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Internal Collaboration: IBM

Facilitate open, internal collaboration

1. ACHIEVE ADDITIONAL BUSINESS GOALS

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Digital Media in 20112. PROVIDE DIGITAL TOOLS

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Connecting on and offline activity: Nike+

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Digital Media in 2011

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Tools for conducting everyday activities: PNC, American Express

2. PROVIDE DIGITAL TOOLS

American Express has 8 iPhone apps featuring different tools

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Digital Media in 2011

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Electric Car: BMW

2. PROVIDE DIGITAL TOOLS

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Digital Media in 20113. EXPLAIN DIFFICULT CONCEPTS

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Financial Reform: The White House

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Digital Media in 2011

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Interactive tools to explain complex information: NYTimes, Kiplinger

3. EXPLAIN DIFFICULT CONCEPTS

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3. EXPLAIN DIFFICULT CONCEPTS

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Digital Media in 20114. CAPITALIZE ON MOMENTS

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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

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Digital Media in 2011

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Generating Viral Growth: Organizing for America

4. CAPITALIZE ON MOMENTS

Over 500,000 new free supporters

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Digital Media in 2011

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Mobile Petitions: Rio Governor Sergio Cabral

4. CAPITALIZE ON MOMENTS

100,000 petitions signed in 24 hours

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Digital Media in 2011IS IT WORKING?

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How do we track against core business goals?

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Questions?

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