how social media is changing the world of business by dean russell, fleishman-hillard
Post on 15-May-2015
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H O W S O C I A L M E D I A I S C H A N G I N G T H E W O R L D O F B U S I N E S SPresented by: Dean Russell@dean_rhttp://london.fleishmanhillard.com/
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What is communication?
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> Marketing and Advertising agencies
#1.Marketing and advertising agencies
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#2. Public Relations agencies
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> Marketing and Advertising agencies
Marketing and advertising agencies
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> Marketing and Advertising agencies
Marketing and advertising agencies
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1111
Consumers are 4 times more likely to purchase due to an Ad on Facebook vs standard display Ad due to social element
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Internet has roughly
twice the influence of
television on
consumers
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Insert image in this space
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In 2010, 30.1 million adults in the UK (60 per cent) accessed the Internet every day.
In 2011, 30 million adults in the UK were registered on Facebook alone.
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“Our survey provides overwhelming evidence that the Internet is at the center of the decision-making process of consumers”
Dave Senay, Fleishman-Hillard
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So what?!?
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“For the first time the consumer is boss, which is fascinating, scary and terrifying because everything we used to know will no longer work”
Kevin Roberts, chief executive of Saatchi & Saatchi
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PR agencies are used to creating an ongoing dialogue with audiences - a
core skill needed for social media
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Media relations <Events Corporate <
Public affairs <Crisis <
Writing /pubs <Consumer Exec visibility <
Financial comms < Internal <
The PR Road
Corp Comm DirectorsPR Managers
Advertising & Marketing
Chief Marketing OfficersBrand Managers
> Advertising> Creative > Branding> Direct response> Lead generation> Promotions> CRM> Sales
MobileMarketing
ORM> SEO> Google>Wikipedia
Website Design/Tech> Info arch.> U/X> Apps>Widgets> Flash
Social Media> Blogger
Relations> OEO>WOM/Viral> Social
networking> Reviews/
testimonials
PR 2.0
Creative Strategy> Personas
Visual ID> Branding
Content> Video> Audio> UGC>Motion
graphics
Online Advertising> Display> SEM> Games> Advertorials> Promotions
Insights> Data, metrics,
measurement, analytics
Awareness-Consideration-Purchase
Marketing 2.0
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Corp Comm DirectorsPR Managers
Chief Marketing OfficersBrand Managers
A New Category
Communications SynthesisStrategic integration
AlignmentSocial business consulting
MobileMarketing
ORM> SEO> Google>Wikipedia
Website Design/Tech> Info arch.> U/X> Apps>Widgets> Flash
Social Media> Blogger
Relations> OEO>WOM/Viral> Social
networking> Reviews/
testimonials
Creative Strategy> Personas
Visual ID> Branding
Content> Video> Audio> UGC>Motion
graphics
Online Advertising> Display> SEM> Games> Advertorials> Promotions
Insights> Data, metrics,
measurement, analytics
2020
The epicenter of consumer-driven marketing is the Internet as consumers seek information, reviews, and recommendations. Strong performance requires a mind-set shift from buying media to programs that foster word-of-mouth and systems that customize advertising by viewing the context and the consumer”- McKinsey
To look beyond funnel-inspired push marketing, companies must invest in vehicles that let marketers interact with consumers…
“The Consumer Decision Journey” 2009
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A new kind of campaign
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– Faster speeds and mobile
– Content is eternal and sharable
– New tools make everyone a content creator
– Media is modular
Technology Changes
Business Model Changes
Behavioral Changes
– Everyone has a voice– New communities
are forming– Time shifting– Information is free…
Information overload
– Fragmenting channels
– Traditional media is being absorbed and changed
– Loss of control over brands
Three Dimensions of Change
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Source: Me - Today
The social business model is a necessity in the 21st Century
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Media Relations
Social Networking
Blogging, Podcasting or RSS
Micro-blogging
Email Marketing
Search Engine Optimization
Web Content Management
Social Bookmarking
82%
80%
77%
72%
56%
62%
52%
51%
Korn-Ferry: Changing job requirements.Knowledge of candidates for PR/marketing jobs:
Somewhat Important Very Important
Source: Korn-Ferry /PRSA 2009 Digital Readiness Report
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“18% of hiring decision makers for communications jobs today have no interest at all in traditional public relations skills.”
Source: Korn-Ferry /PRSA 2009 Digital Readiness Report
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> Google analytics> Hitwise> Coremetrics> Fireclick> Radian6> HubSpot> Omniture> Blog Pulse
Evaluation
Looking ahead...
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Integrated
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60+ years. 80+ offices. Performance. Impact. Results.
Thanks for listening
Dean Russell@dean_rhttp://london.fleishmanhillard.com/
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