hk d2 amsterdam - hill&knowlton digital
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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 MediaTRANSCRIPT
case studiesTRENDS IN DIGITAL PR 14 April 2011
1Hill & Knowlton Confidential and Proprietary
Digital Media in 2011
• The Digital Landscape
• Uses of Digital
• Emerging Trends
• Is It Working?
AGENDA
2Hill & Knowlton Confidential and Proprietary
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
5Hill & Knowlton Confidential and Proprietary
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
Digital Media in 20111. A WHOLISTIC APPROACH
6Hill & Knowlton Confidential and Proprietary
Digital Strategy
Consumers
Clients
Recruits
RegulatorsEmployees
Alumni
Media
Digital Media in 20111. ACHIEVE ADDITIONAL BUSINESS GOALS
7Hill & Knowlton Confidential and Proprietary
Media Relations: General Electric
Respond directly to other influentials in media, not just individuals
Digital Media in 2011
8Hill & Knowlton Confidential and Proprietary
Customer Service: Comcast
Conduct direct customer service with a personal face
1. ACHIEVE ADDITIONAL BUSINESS GOALS
Digital Media in 2011
9Hill & Knowlton Confidential and Proprietary
Internal Collaboration: IBM
Facilitate open, internal collaboration
1. ACHIEVE ADDITIONAL BUSINESS GOALS
Digital Media in 20112. PROVIDE DIGITAL TOOLS
10Hill & Knowlton Confidential and Proprietary
Connecting on and offline activity: Nike+
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
Digital Media in 2011
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Electric Car: BMW
2. PROVIDE DIGITAL TOOLS
Digital Media in 20113. EXPLAIN DIFFICULT CONCEPTS
13Hill & Knowlton Confidential and Proprietary
Financial Reform: The White House
Digital Media in 2011
14Hill & Knowlton Confidential and Proprietary
Interactive tools to explain complex information: NYTimes, Kiplinger
3. EXPLAIN DIFFICULT CONCEPTS
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3. EXPLAIN DIFFICULT CONCEPTS
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
Digital Media in 2011
17Hill & Knowlton Confidential and Proprietary
Generating Viral Growth: Organizing for America
4. CAPITALIZE ON MOMENTS
Over 500,000 new free supporters
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
Digital Media in 2011IS IT WORKING?
19Hill & Knowlton Confidential and Proprietary
How do we track against core business goals?
