Embed Size (px)
DESCRIPTION
Social media is changing the agency landscape with the roles of advertising, marketing and PR increasingly merging. This presentation looks at the challenges of of the concept of social business and how social media will increasingly play a role in organisations that goes deeper than sales and marketing alone.
Citation preview
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/
