the next frontier digital media going forward. brian sheehan syracuse los angeles sydney tokyo ...
TRANSCRIPT
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The Next FrontierDigital Media going forward
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Brian Sheehan
Syracuse
Los Angeles
Sydney
Tokyo
Hong Kong
New York City
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I Love Brasil!
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Caveat
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The next frontier-The short version
Digital
Integrated
Social
Mobile
Experiential
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Digital Basics
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The highway to success now has many more on-ramps
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Lesson
You don’t need huge budgets to make a huge impact, only big ideas.
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Secondary lesson
Traditional Media, the Digital Media and Public Relations can be seamlessly intertwined
Is your company integrating them seamlessly?
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A New Social Environment
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Social Media Basics
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Social Media
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Key Lesson
All digital media is social, not just Facebook, Orkut or Twitter.
All Digital media is made for sharing
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Communities
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Key Implications
“Engage” in Conversations
“Manage” News
“Spread” Advertising
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Where are your communities?
Social networks?
Blogs?
Where on YouTube?
Social events?
Stores?
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Fish where the fish are
Where are people talking about you: good and bad?
What is the best way to get involved in the conversation?
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Required Reading
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Easiest (and least effective)
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Finely Targeted Blogs
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Related Blogs
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Critical Blogs
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I hate you, specifically, blogs
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Special Interest Social Networks
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Transparency
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Key Lesson
Sharing happens best when you have spent time to identify groups that care about your message and you give them a meaningful benefit.
Or, let a small group recruit a bigger group!
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Workshop
Who are the most important groups you need to reach (internally/Externally)?
Where do they congregate on the web?
How can you get them to take ownership and start sharing your messages with each other?
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DMA Social Media Summit
IBM, Xerox, HP, Intel, etc.
“Better not to do it than get it wrong”
“Start small (really small), get it right then do a second thing, etc.
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Employees-Friend or Enemy?
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Does your company have…
An employee blogging policy?
A training program that covers this issue?
Regular reminders?
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Reputation
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Search-Find
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What’s your biggest risk?
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Eye Tracking
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The Facts
84% of a company’s value is based on reputation
79% of clicks go to the top three results
99% do not go to the next page
64% believe whatever they read in search
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Hewlett-Packard
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8 Billion in Value in One Day
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BP a few months ago
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BP Now
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Sony
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Trust
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Social-Validation
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Lesson: Don’t Delegate to Inexperienced Staff
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Don’t do this!
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Workshop
What would be the first steps you would take in social media should you have an environmental disaster or a high-profile attack on your reputations?
Towards government?
Towards consumers?
Towards employees
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Personalization
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Individual-Relevance
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Mini
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Virality
YouTube is Special
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Our New Motto
“If it doesn’t spread, it’s dead!
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Key Lesson
Sometimes your execution alone can get people to notice your message and share it.
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Even for something like energy
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Key Lesson
Great ideas can bring attention to otherwise mundane products and/or messages.
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Mobility
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Make it mobile
Have a mobile website
Make it an app
Make it useful
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Guiness
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Geolocation
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Workshop:What kind of information from Petrobras would:
People or employees want to take with them?
Want when they are on the run?
Want at a critical moment?
Want when they are driving somewhere?
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Experience
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Workshop
If Petrobras were an experience, what kind of experience would it be?
What is the core equity of the brand?
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Measurement
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Dashboards-Analytics
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Shared Responsibilty
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Collaborative
Operations
Sales
HR
Marketing
Legal
Every department
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Summary
Digital Media is Maturing
All digital Media is Social
Integration is Table Stakes
Communities, not Marketing
Ask: Where are your target congregating?
Actively protect your reputation!
Be Creative, Make it Mobile, Make it an Experience!