Digital Convergence: Integrated Marketing & Public Relations

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

Publicité

@LeeOdden

TopRankMarke0ng.com

Marke0ngBlog.com

Digital Convergence
Integrating Marketing & PR
Image:
Shu<er...

@LeeOdden
@LeeOdden

Op0mizeBook.com

@LeeOdden
@LeeOdden

instagram.com/leeodden

@LeeOdden
@LeeOdden
#PDXCC13

Let’s Talk BIG

BIG
Trends
in
social
media
&

conten...

@LeeOdden
@LeeOdden
#PDXCC13

Why Should PR &
Communications
Care About
Digital Marketing?

@LeeOdden
@LeeOdden
#PDXCC13

Promise of Digital Marketing
Audience Targeting
Cross Channel Integration
Adaptable...

@LeeOdden
@LeeOdden
#PDXCC13

We’re All in the Content Business
PR
&
Comms

Messaging
Strategy

Ne...

@LeeOdden
@LeeOdden
#PDXCC13

Website
Twitter
Facebook
YouTube
Flickr
LinkedIn
Slideshare
White Papers
Google+
Gu...

@LeeOdden
@LeeOdden

“Content is the
currency for
building social
relationships
that can boost
earned media.”

@LeeOdden
@LeeOdden

Facts Tell
Stories Sell

@LeeOdden
@LeeOdden
#PDXCC13

From Utility to Storytelling
“Most
content
marketers
have

been
focu...

@LeeOdden
@LeeOdden

Marke0ng

Public
Rela0ons

Adver0sing
Branding

@LeeOdden
@LeeOdden
#PDXCC13

We’re All in the Social Media Biz
PR
&
Comms

Social
Listening

Soci...

@LeeOdden
@LeeOdden
#PDXCC13

The
leap
from
PR
to

Marke0ng
is
not
so
far.

@LeeOdden
@LeeOdden

3BIG
Trends

@LeeOdden
@LeeOdden
#PDXCC13

1
Trend: Ubiquitous Connectivity
50 Billion
connected
devices:
2020

Sourc...

@LeeOdden
@LeeOdden
#PDXCC13

Customer Information Journey
Image:
Shu<erstock

Voodoo

@LeeOdden
@LeeOdden
#PDXCC13

Customer Information Journey

@LeeOdden
@LeeOdden

@LeeOdden
@LeeOdden

@LeeOdden
@LeeOdden

@LeeOdden
@LeeOdden
#PDXCC13

2
Trend: Converged Media
Paid
Earned
Owned
Shared

@LeeOdden
@LeeOdden

A
Picture
of
Me
Taking
A
Picture
of
Me
Ge`ng
My

Photo
Post...

@LeeOdden
@LeeOdden
#PDXCC13

Co-Created Owned Media
Next
Closest
Popular
Preso

6,514
views
| ...

@LeeOdden
@LeeOdden

@LeeOdden
@LeeOdden
#PDXCC13

Omni-‐Channel
–
Transmedia
Storytelling

Storytelling & Media 360
Sour...

@LeeOdden
@LeeOdden
#PDXCC13

3
Trend: PR Transformation to IMC

@LeeOdden
@LeeOdden
#PDXCC13

Digital Marketing Skills for PR
Messaging

Content
Marke0ng

Social
Med...

@LeeOdden
@LeeOdden

3BIG
Qs

@LeeOdden
@LeeOdden
#PDXCC13

LinkedIn Poll of Corp PR/Comms

@LeeOdden
@LeeOdden
#PDXCC13

Align
Marke0ng
&
PR
Goals
How: Align Marketing/PR Goals?
“How can PR...

@LeeOdden
@LeeOdden
#PDXCC13

A1
Align Marketing & PR Goals
PR
needs
to
be
involved

with
conte...

@LeeOdden
@LeeOdden
#PDXCC13

Q2
How: Break Down Silos?
Marke0ng

Public
Rela0ons

Business
Units
...

@LeeOdden
@LeeOdden
#PDXCC13

A2
Break Down Silos
Identify goals that can be met
for cooperation partners
through...

@LeeOdden
@LeeOdden
#PDXCC13

A1
Break Down Silos
PR Goals
Awareness
Influence
Thought Leadership
Reputation
Medi...

@LeeOdden
@LeeOdden

What: Success Metrics?

@LeeOdden
@LeeOdden

A3
Success Metrics
Source:
Don
Bartholomew,
SVP
at
Ketchum

Goals are only as...

@LeeOdden
@LeeOdden
#PDXCC13

Even More Questions!
How
do
we
integrate
roles
and
func0ons?

...

@LeeOdden
@LeeOdden
#PDXCC13

Create

Content

Op0mize

Content

Social

Networks

Desktop ...

@LeeOdden
@LeeOdden

1BIG
Plan

@LeeOdden
@LeeOdden
#PDXCC13

Discover
Act
Consume

Start By Knowing Your Customers
Search
Keywords ...

@LeeOdden
@LeeOdden
#PDXCC13

ANract

Engage

Op-mize
360
Model

Convert

@LeeOdden
@LeeOdden

Great Content Isn’t Great Until
It’s Found, Consumed & Shared

@LeeOdden
@LeeOdden
#PDXCC13

Preferences
Pain Points
Behaviors
Search &
Social Data
Sources
Editorial
Calendar,
...

@LeeOdden
@LeeOdden
#PDXCC13

Buying

Cycle

Keywords
Social
Topics
Content
Type

Awarenes...

@LeeOdden
@LeeOdden
#PDXCC13

Persona:

“Admin
Jane”

Inﬂuences
CEO

Values:

=
Fast
...

@LeeOdden
@LeeOdden
#PDXCC13

5 Takeaways
Digital
Marke0ng
enables
customer
targe0ng,

dynamic
...

@LeeOdden
@LeeOdden
#PDXCC13

Thank You
Lee
Odden
-‐
Consul0ng

lee@toprankmarke0ng.com

TopRankM...

Partager Slideshare

LinkedIn
Facebook
Twitter

Intégrer

Taille (px)

Afficher les Slideshows associés à la fin

Code abrégé pour WordPress

Lien

Partager
E-mail

Content Marketing Rocks! 36 Tips fr... by TopRank Marketing 137372 views

Afficher sur Slideshare

1 sur 50 Publicité

Afficher sur Slideshare

1 sur 50 Publicité