London book fair 2012 michelle goodall whose role is it anyway

Whose role is it anyway? What the digital landscape means

for marketers and publicists

Michelle Goodall

Online communica0ons and social media consultant/trainer Twi:er: @greenwellys Blog: h:p://michellegoodall.posterous.com/

@greenwellys

Jets v Sharks?

© Michelle Goodall -‐ @greenwellys

Jets v Sharks?


In the agency world…


We’ve been having this fight ‘discussion’ for 5+ years

“Bought v Owned v Earned” “Mediated v Unmediated”


Brand Anarchy: Stephen Waddington and Steve Earle

Ownership?

© Michelle Goodall -‐ @greenwellys Source: h:p://econsultancy.com/uk/reports/state-‐of-‐social

Caveat: Many “Marke0ng Departments” incorporate PR/comms BUT oDen comms teams pigeon-‐holed into corporate comms & edged out of social

Resourcing

© Michelle Goodall -‐ @greenwellys Source: h:p://econsultancy.com/uk/reports/state-‐of-‐social

Agency soluUon?

Source: Editd © Michelle Goodall -‐ @greenwellys

Other industries: Retail

Insights from data is their lifeblood Source: Editd



Content and Engagement Strategy (‘outcome based’ storytelling SEO, social and mul0-‐channel delivery) © Michelle Goodall -‐ @greenwellys


Ongoing skills development and partnerships = innova0on, diversifica0on and mone0sa0on


GeVng it right…? “Key success point has been engaging the network of everyone in the book or who helped along the way and then using our own audiences” Stephen Waddington


“Who owns digital or social media” are not the right quesUons…

They should be: “Who can best contribute”

and “How best can they contribute?”

Useful further reading: h:p://www.edelmandigital.com/2012/04/12/future-‐of-‐social-‐digital-‐agency-‐services/


Thanks. Download slides here:

slideshare.net/michellegoodall

Michelle Goodall

Online communicaUons and social media consultant/trainer

Twi:er: @greenwellys Blog: h:p://michellegoodall.posterous.com/

London book fair 2012 michelle goodall whose role is it anyway

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