London book fair 2012 michelle goodall whose role is it anyway
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London book fair 2012 michelle goodall whose role is it anyway
- 1. Whose role is it anyway? What the digital landscape means for marketers and publicists Michelle Goodall Online communica0ons and social media consultant/trainer Twi:er: @greenwellys Blog: h:p://michellegoodall.posterous.com/
- 2. @greenwellys
- 3. Jets v Sharks? Jets v Sharks? © Michelle Goodall -‐ @greenwellys
- 4. In the agency world… © Michelle Goodall -‐ @greenwellys
- 5. We’ve been having this fight ‘discussion’ for 5+ years © Michelle Goodall -‐ @greenwellys
- 6. “Bought v Owned v Earned” “Mediated v Unmediated” Brand Anarchy: Stephen Waddington and Steve Earle © Michelle Goodall -‐ @greenwellys
- 7. Ownership? Caveat: Many “Marke0ng Departments” incorporate PR/comms BUT oDen comms teams pigeon-‐holed into corporate comms & edged out of social © Michelle Goodall -‐ @greenwellys Source: h:p://econsultancy.com/uk/reports/state-‐of-‐social
- 8. Resourcing © Michelle Goodall -‐ @greenwellys Source: h:p://econsultancy.com/uk/reports/state-‐of-‐social
- 9. Agency soluUon? © Michelle Goodall -‐ @greenwellys Source: Editd
- 10. Other industries: Retail Insights from data is their lifeblood © Michelle Goodall -‐ @greenwellys Source: Editd
- 11. Other industries: Retail Content and Engagement Strategy (‘outcome based’ storytelling SEO, social and mul0-‐channel delivery) © Michelle Goodall -‐ @greenwellys
- 12. Other industries: Retail Ongoing skills development and partnerships = innova0on, diversifica0on and mone0sa0on © Michelle Goodall -‐ @greenwellys
- 13. GeVng it right…? “Key success point has been engaging the network of everyone in the book or who helped along the way and then using our own audiences” Stephen Waddington © Michelle Goodall -‐ @greenwellys
- 14. “Who owns digital or social media” are not the right quesUons… They should be: “Who can best contribute” and “How best can they contribute?” Useful further reading: h:p://www.edelmandigital.com/2012/04/12/future-‐of-‐social-‐digital-‐ agency-‐services/ © Michelle Goodall -‐ @greenwellys
- 15. Thanks. Download slides here: slideshare.net/ michellegoodall Michelle Goodall Online communicaUons and social media consultant/trainer Twi:er: @greenwellys Blog: h:p://michellegoodall.posterous.com/