how social media is changing the world of business by dean russell, fleishman-hillard

H O W S O C I A L M E D I A I S C H A N G I N G T H E W O R L D O F B U S I N E S SPresented by: Dean Russell@dean_rhttp://london.fleishmanhillard.com/

22

What is communication?

3

> Marketing and Advertising agencies

#1.Marketing and advertising agencies

4

#2. Public Relations agencies

5

> Marketing and Advertising agencies

Marketing and advertising agencies

6

7

> Marketing and Advertising agencies

Marketing and advertising agencies

8

9

10

1111

Consumers are 4 times more likely to purchase due to an Ad on Facebook vs standard display Ad due to social element

12

Internet has roughly

twice the influence of

television on

consumers

13

Insert image in this space

13

In 2010, 30.1 million adults in the UK (60 per cent) accessed the Internet every day.

In 2011, 30 million adults in the UK were registered on Facebook alone.

13

14

“Our survey provides overwhelming evidence that the Internet is at the center of the decision-making process of consumers”

Dave Senay, Fleishman-Hillard

15

So what?!?

15

1616

“For the first time the consumer is boss, which is fascinating, scary and terrifying because everything we used to know will no longer work”

Kevin Roberts, chief executive of Saatchi & Saatchi

17

PR agencies are used to creating an ongoing dialogue with audiences - a

core skill needed for social media

17

18

Media relations <Events Corporate <

Public affairs <Crisis <

Writing /pubs <Consumer Exec visibility <

Financial comms < Internal <

The PR Road

Corp Comm DirectorsPR Managers

Advertising & Marketing

Chief Marketing OfficersBrand Managers

> Advertising> Creative > Branding> Direct response> Lead generation> Promotions> CRM> Sales

MobileMarketing

ORM> SEO> Google>Wikipedia

Website Design/Tech> Info arch.> U/X> Apps>Widgets> Flash

Social Media> Blogger

Relations> OEO>WOM/Viral> Social

networking> Reviews/

testimonials

PR 2.0

Creative Strategy> Personas

Visual ID> Branding

Content> Video> Audio> UGC>Motion

graphics

Online Advertising> Display> SEM> Games> Advertorials> Promotions

Insights> Data, metrics,

measurement, analytics

Awareness-Consideration-Purchase

Marketing 2.0

19

Corp Comm DirectorsPR Managers

Chief Marketing OfficersBrand Managers

A New Category

Communications SynthesisStrategic integration

AlignmentSocial business consulting

MobileMarketing

ORM> SEO> Google>Wikipedia

Website Design/Tech> Info arch.> U/X> Apps>Widgets> Flash

Social Media> Blogger

Relations> OEO>WOM/Viral> Social

networking> Reviews/

testimonials

Creative Strategy> Personas

Visual ID> Branding

Content> Video> Audio> UGC>Motion

graphics

Online Advertising> Display> SEM> Games> Advertorials> Promotions

Insights> Data, metrics,

measurement, analytics

2020

The epicenter of consumer-driven marketing is the Internet as consumers seek information, reviews, and recommendations. Strong performance requires a mind-set shift from buying media to programs that foster word-of-mouth and systems that customize advertising by viewing the context and the consumer”- McKinsey

To look beyond funnel-inspired push marketing, companies must invest in vehicles that let marketers interact with consumers…

“The Consumer Decision Journey” 2009

21

A new kind of campaign

2222

– Faster speeds and mobile

– Content is eternal and sharable

– New tools make everyone a content creator

– Media is modular

Technology Changes

Business Model Changes

Behavioral Changes

– Everyone has a voice– New communities

are forming– Time shifting– Information is free…

Information overload

– Fragmenting channels

– Traditional media is being absorbed and changed

– Loss of control over brands

Three Dimensions of Change

23

24

2525

Source: Me - Today

The social business model is a necessity in the 21st Century

26

Media Relations

Social Networking

Blogging, Podcasting or RSS

Micro-blogging

Email Marketing

Search Engine Optimization

Web Content Management

Social Bookmarking

82%

80%

77%

72%

56%

62%

52%

51%

Korn-Ferry: Changing job requirements.Knowledge of candidates for PR/marketing jobs:

Somewhat Important Very Important

Source: Korn-Ferry /PRSA 2009 Digital Readiness Report

27

“18% of hiring decision makers for communications jobs today have no interest at all in traditional public relations skills.”

Source: Korn-Ferry /PRSA 2009 Digital Readiness Report

2828

> Google analytics> Hitwise> Coremetrics> Fireclick> Radian6> HubSpot> Omniture> Blog Pulse

Evaluation

Looking ahead...

29

3030

Integrated

3131

60+ years. 80+ offices. Performance. Impact. Results.

Thanks for listening

Dean Russell@dean_rhttp://london.fleishmanhillard.com/