Real-time marketing. Converged media. These concepts are alluring, but a bit nebulous. What do they really mean? Can a small niche outdoor or travel brand take advantage without a multi-million dollar budget? Mike Geraci, MercuryCSC's VP of Converged Media, shares the answers to these questions and some tips for agency organization and brand thinking.

1. Converged Media
Brand Marketing in Real Time
OIA Outdoor University, August 1, 2013

2. Owned Media
Corporate Content
Paid Media
Traditional Ads
Earned Media
Organic
Converged
Media
Sponsored
Customer
Brands that
ask for shared
Promoted
Brand
Content

4. V.P. of Converged Media at MercuryCSC, a leading
creative voice in the geotourism and outdoor industries.
Mike is charged with creative direction and
orchestrating brand communication strategies across
paid, earned, owned, and social media channels.
Media BrandContentPRNon-Profit ConvergedPSB “White Mike”
MIKE GERACI

5. MERCURYcsc
Overview for today
• CONVERGED: WHAT DOES IT MEAN?
• HOW DID WE GET HERE?
• FUNDAMENTAL PRINCIPALS
• INFINITE LOOP of AWESOMENESS
• CASE STUDIES: CHICAGO, KICKSTARTER
• ROAD BLOCKS FOR AGENCIES, DEPTS
• HOW DO WE GET THERE?

6. Owned Media
Corporate Content
Paid Media
Traditional Ads
Earned Media
Organic
Converged
Media
Sponsored
Customer
Brands that
ask for shared
Promoted
Brand
Content
Press coverage
Tweets
Customer reviews
Videos
Display or
broadcast
advertising
Website
Blogs
Facebook
Twitter

7. Fundamentals for Converged
• BRAND DRIVEN
Brand as Media
• CONTENT IS KING
Content as Product
• INTEGRATED DISTRIBUTION
Earned. Owned. Paid
• CONSUMER CENTRIC
Be of Service

9. MERCURYcsc
1. Media disruption
2. DIY
3. Brand as media
4. Social Integration
Why Converged?

10. What’s going on in the (news) media?

11. Just
purchased
byLinkedIn
for $90M

12. The Pulitzer committee noted,
was ”enhanced by its deft integration
of multimedia elements” including
extensive video, animation
and graphics.
Won a Peabody this week for being
”a spectacular example of the potential
of digital-age storytelling.”
15 editors/
producers
3 months
3.5 million
views in the
first 10 days

14. Web 2.0 = Do It Yourself

15. What was once this: Has become this:
Brand as Media

16. Brand as Media

17. Social Integration

18. SMILE
MERCURYcsc
03.

19. Owned Media
Corporate Content
Paid Media
Traditional Ads
Earned Media
Organic
Converged
Media
Sponsored
Customer
Brands that
ask for shared
Promoted
Brand
Content

20. MERCURYcsc
MercuryCSC’s Infinite Loop of Awesomeness

21. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

22. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

23. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

24. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

25. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

26. MONTANA @ CLARK & LAKE
CASE STUDY

27. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

28. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

29. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

30. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

31. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

32. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

33. Getting awesome-er...UGC

34. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

35. EXPEDITION DENALI KICKSTARTER
CASE STUDY

36. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

37. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

38. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

39. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

40. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

41. MERCURYcsc
PAID MEDIA &
EARNED MEDIA
OWNED
MEDIA
SOCIAL
MEDIA

42. REALITY05.

43. Agencies are Lagging
• Campaign-focused mindset
• Silos/Bunkers
• Accelerated pace of change

46. CHECKING IN ON #HOLYSHIT06.

47. Outdoor Brands are Lagging
• Leading with Paid
• Social is unfocused, silo-ed
• Not investing in Content
• Not investing in Content visibility
• Your agencies are in bunkers

48. Baby Steps...
• Have a Plan - Where?
• Be the Media - Report
• Start with Content
• Earned is the hardest to scale
• Think about distribution & discovery
• Owned & Paid
• Monitor
• Repeat

49. DISCUSSION06.

50. Thank you mike.geraci@mercurycsc.com
@MercuryMG
MIKE GERACI