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8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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Can PR be the Champion for Social Advertising?
Andy Wiedlin | @acwiedlin
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 2/15
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1. Social Changes Everything
2. Social Storytelling For Brands
3. PR’s Challenge & Opportunity
Agenda
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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• Consumers have moved from portals...to search...to social
• Consumers are looking to discover, engage, andshare content
• Great brands are telling stories throughengaging and sharable content to generate trueword of mouth marketing
Our POV
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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The Facebook TestWould you “like” it?
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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Like good TV ads,
social ads...
• Tell a story
• Involve people emotionally
• Are not heavy-handed
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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If Content is Social,
Ads can be Too
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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Toyota Prius
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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Pedigree
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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Be A Relevant Voice To Your Audience
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 10/15
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dashboard of Fortune 50 clientSOCIAL LIFT SOCIAL VIEWS SEED VIEWS TOTAL VIEWS
DAILY REACH & ENGAGEMENT 1.4X 52K 132K 184K
Seed Views
4,000
3,000
2,000
1,000
0
Social Views
Measure Earned Engagement
FARMERS
Social Lift: We calculate the ratio of seed views (paid media) to viral views
(earned, free views) to determine the brand’s Social Lift.
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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Always On
Marketing
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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Oreo
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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•Perhaps Best Positioned toCommunicate the Brand’s Voice
•Media Agencies Trusted with AdBudgets
•Advertising Industrial Complex
PR’s Challenge
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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• You don’t always know whichideas will spread
• You Need To Experiment
•And Have Some Fun
Key Takeaways
Tuesday, July 30, 13
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
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Andy WiedlinChief Revenue Officer
Questions?
@acwiedlin
T d J l 30 13
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