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positioni ng digital properly

PRCA breakfast: Positioning Digital Properly

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A new version of the "Integration Triangle" presentation given at a PRCA breakfast briefing on May 29, 2009.I’ve added a couple of quick case studies (EA Sports/Weiden & Kennedy, Domino’s Pizza Crisis Mgmt, Tourism Queensland/CumminsNitro, Sony/Fallon/Tonic) and a few slides on "why clients might not be buying the engagement model. Hope it all helps.There’s a plan to present this as a slidecast and video. I’ll update the link here if we go down that route.Note on Format: Because I present in Keynote (which SlideShare *can* handle) and include lots of video (which I don’t believe it can), I’ve uploaded this as a PDF. It doesn’t make the transition to PPT very well, I’m afraid.

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positioning digitalproperly

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Mat Morrison

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@mediaczar

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http://mediaczar.com/blog

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A little history...

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AIDA

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AIDA

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AIDA

AwarenessInterestDesireAction

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25-34!

£££

⤵⤵

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How must we change?

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Listen

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Respond

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In videos posted to YouTube and elsewhere this week, a Domino’s employee ... prepared sandwiches for delivery while putting cheese up his nose, nasal mucus on the sandwiches.

New York TimesApril 16, 2009

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But what if your clients don’t want to do this?

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Where do digital channels FIT?

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JOINED-UP thinking

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The INTEGRATION Triangle

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“Real World”

DigitalChannels

TraditionalMedia

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Use the relative strengths of each to compensate for the weaknesses of the others

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Strength Always on/on demand

Customer managed relationships/interactive/self-service (feedback)

Messages can spread far and wide

Permanent, searchable multi-media records

Weakness Un-mediagenic

Less message control: everyone can have an opinion and a voice!

Cluttered, fragmented environment

Permanent, searchable multi-media records

Dig

ita

l C

ha

nn

els

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Strength Broadest audience reach (still!)

High impact & highly-valued by audience

Established channels and best practice

Relatively high degree of message control

Weakness High requirements for story

Long lead times

Limited back channel

Fish & chip wrapper

Tra

dit

ion

al

Med

ia

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Strength Highest impact

Mediagenic

High “talkability”

Established channels and best practice

Weakness Transient

Low reach

High cost of involvement

Rea

l W

orl

d

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350 people on your campaign website is an abject failure...

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But 350 people in a train station is a STORY

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They are filming a commercial on our street today; it involves dropping 100,000 bouncy balls down the hill.

http://www.flickr.com/photos/saramorishige/28795874/

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“Real World”

DigitalChannels

TraditionalMedia

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SIMPLE RULE

Move audience from one corner to another

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“Real World”

DigitalChannels

TraditionalMedia

Promote

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“Real World”

DigitalChannels

TraditionalMedia

Rec

ruit

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“Real World”

DigitalChannels

TraditionalMedia

Content

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“Real World”

DigitalChannels

TraditionalMedia

Archive

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tv coverage 168 mins

dailies 27

weeklies/monthlies 15

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tv coverage 168 mins

dailies 27

weeklies/monthlies 15107 blog mentions

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“Real World”

DigitalChannels

TraditionalMedia

Conte

nt

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“Real World”

DigitalChannels

TraditionalMedia

plus :60 TVC2 weeks

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“Real World”

DigitalChannels

TraditionalMedia

:60 TVCRadioCross-track/Outdoor

£2.6m

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“Real World”

DigitalChannels

TraditionalMedia

Rec

ruit

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“Real World”

DigitalChannels

TraditionalMedia

Content

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“Real World”

DigitalChannels

TraditionalMedia

Archive

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Reduce UK’s CO2 emissions by at least 80% by 2050

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Include emissions from international SHIPPING and

AVIATION

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“Real World”

DigitalChannels

TraditionalMedia

Rec

ruit

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“Real World”

DigitalChannels

TraditionalMedia

Content

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“Real World”

DigitalChannels

TraditionalMedia

Arc

hive

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“Real World”

DigitalChannels

TraditionalMedia

classified ads & media releases

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36,648 videos submitted

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“Real World”

DigitalChannels

TraditionalMedia

Rec

ruit

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16 shortlisted for “reality show”

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“Real World”

DigitalChannels

TraditionalMedia

Content

BBC Documentary

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1 caretaker chosen

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“Real World”

DigitalChannels

TraditionalMedia

Con

tent

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What do all these have in common?

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“Real World”

DigitalChannels

TraditionalMedia

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Where do digital channels FIT?

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JOINED-UP thinking

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350 people on your website is an abject FAILURE...

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But 350 people in a train station is a STORY

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SIMPLE RULE

Move from corner to corner

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