digital convergence: integrated marketing & public relations
Post on 15-Sep-2014
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PDXCC13 conference keynote presentation on the convergence of digital marketing and public relations - Integrated Marketing Communications. Presented by Lee Odden, CEO of TopRank Online Marketing.TRANSCRIPT
@LeeOdden TopRankMarke0ng.com Marke0ngBlog.com
Digital Convergence Integrating Marketing & PR
Image: Shu<erstock
@LeeOdden @LeeOdden
Op0mizeBook.com
@LeeOdden @LeeOdden
instagram.com/leeodden
@LeeOdden @LeeOdden #PDXCC13
Let’s Talk BIG
BIG Trends in social media & content marke0ng 3 BIG Ques-ons & Answers on converged digital marke0ng & PR
BIG Model for Digital Marke0ng & PR Success
3
1
@LeeOdden @LeeOdden #PDXCC13
Why Should PR & Communications
Care About Digital Marketing?
@LeeOdden @LeeOdden #PDXCC13
Promise of Digital Marketing
Audience Targeting
Cross Channel Integration
Adaptable, Optimizable
Highly Measurable
@LeeOdden @LeeOdden #PDXCC13
We’re All in the Content Business PR & Comms Messaging Strategy Newsroom Blog Posts Press Releases Case Studies Social Content Newsle<ers Contributed Ar0cles White Papers Events Video, Image, Audio
Digital Marke-ng Content Strategy Website Blog Landing Pages Newsle<er White Papers Social Media Microsites Adver0sing Webinars Email Video, Image, Audio
91% of B2B Marketers Use
Content Marketing Content Marke0ng Ins0tute
@LeeOdden @LeeOdden #PDXCC13
Website
YouTube
Flickr
Slideshare
White Papers Google+
Guides
Book
Webinars
Articles
Newsroom
Press Releases
Guest Posts
Events
Blog
eBooks Pinterest
@LeeOdden @LeeOdden
“Content is the currency for
building social relationships that can boost
earned media.”
@LeeOdden @LeeOdden
If you want to ensure your brand is in the media…
…then become the media.
@LeeOdden @LeeOdden
Brand Publishers Brand Journalism Content Marketing
@LeeOdden @LeeOdden
Facts Tell Stories Sell
@LeeOdden @LeeOdden #PDXCC13
From Utility to Storytelling
“Most content marketers have been focused on u-lity and publishing prac0cal value through infographics, lists and ‘how to’ 0ps. To differen0ate themselves, successful brands tell stories that evoke strong emo-ons and help the brand make a personal connec-on with their audience.”
Michael Brenner, VP Marke0ng and Content Strategy at SAP @BrennerMichael
@LeeOdden @LeeOdden
Marke0ng Public Rela0ons
Adver0sing Branding
@LeeOdden @LeeOdden #PDXCC13
We’re All in the Social Media Biz PR & Comms Social Listening Social Content Social Engagement Social Ads
Grow Networks: Facebook Twi<er Google+ LinkedIn YouTube Pinterest
Digital Marke-ng Social Monitoring Community Building Promo0on Social Content Social Ads
Grow Networks: Facebook Twi<er Google+ LinkedIn YouTube Pinterest
64% of B2B Marketers Use Social
Media Marketing Business2Community
@LeeOdden @LeeOdden #PDXCC13
The leap from PR to Marke0ng is not so far.
@LeeOdden @LeeOdden
3 BIG Trends
@LeeOdden @LeeOdden #PDXCC13
1 Trend: Ubiquitous Connectivity
50 Billion connected devices: 2020
Source: Ericcson
Create
Consume
Publish
Interact
Transact
@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
2Trend: Converged Media
Paid Earned Owned Shared
@LeeOdden @LeeOdden
A Picture of Me Taking A Picture of Me Ge`ng My Photo Posted to a Forever 21 Billboard in Times Square.
Offline to Online Shared Media
@LeeOdden @LeeOdden #PDXCC13
Co-Created Owned Media
Next Closest Popular Preso 6,514 views | 1 year ago
125k
77k
68k
@LeeOdden @LeeOdden
@LeeOdden @LeeOdden #PDXCC13
Omni-‐Channel – Transmedia Storytelling
Storytelling & Media 360
Source: Gary Hayes
@LeeOdden @LeeOdden #PDXCC13
3Trend: PR Transformation to IMC
@LeeOdden @LeeOdden #PDXCC13
Digital Marketing Skills for PR
Messaging Content Marke0ng Social Media SEO Adver0sing Measurement
Unified Strategy Goals
Resources
What New Skills Are You Developing?
@LeeOdden @LeeOdden
3 BIG 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’s drive for newsworthiness be aligned with marketing’s need for
constant content?”
@LeeOdden @LeeOdden #PDXCC13
A1 Align Marketing & PR Goals
PR needs to be involved with content planning to iden0fy with marke0ng what’s “really” promotable For brand publishers, tap into more brand journalism
@LeeOdden @LeeOdden #PDXCC13
Q2 How: Break Down Silos?
Marke0ng
Public Rela0ons
Business Units
HQ Corp Com
ms
@LeeOdden @LeeOdden #PDXCC13
A2 Break Down Silos
Identify goals that can be met for cooperation partners through collaboration Recruit volunteers Create a test, build a business case for integration “Sell” the results
PR Comms
Content Strategist
Editor
Writers
Design Social
SEO
Analysis
@LeeOdden @LeeOdden #PDXCC13
A1 Break Down Silos
PR Goals Awareness Influence Thought Leadership Reputation Media Coverage Social Engagement Influencer Relations
Marketing Goals Traffic Leads Sales Order Volume Order Frequency Retention Referrals
Common Ground • Messaging & Story • Content Planning • Coordinated Social &
Media Relations with Amplification
• Social Listening for Buying Signals
• Content Placement • Optimize messaging
based on marketing performance data
@LeeOdden @LeeOdden
What: Success Metrics?
@LeeOdden @LeeOdden
A3 Success Metrics
Source: Don Bartholomew, SVP at Ketchum
Goals are only as good as your ability to measure progress and
outcomes
@LeeOdden @LeeOdden #PDXCC13
Even More Questions! How do we integrate roles and func0ons?
Do we mix storytelling with marke0ng messages?
How do we gain consensus? How do we make the business case?
What’s the secret sauce to a successful team?
How to manage content and develop processes when (in some cases) roles overlap? Marke0ngBlog.com
@LeeOdden @LeeOdden #PDXCC13
Create Content Op0mize
Content
Social
Networks
Desktop Tablet Mobile
Corporate Comms
Blogger
Rela0ons
Feeling Overwhelmed?
@LeeOdden @LeeOdden
1 BIG Plan
@LeeOdden @LeeOdden #PDXCC13
Discover Act Consume
Start By Knowing Your Customers
Search Keywords Social Topics Adver0sing Publica0ons Events Word of Mouth
Text, Images, Audio, Video Mobile, Tablet, Computer Formal, Funny, Long, Short
Social Share Engage Subscribe Register Inquire Buy
@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, Repurpose
Social & SEO Networking, PR, Linking
Who are you writing for?
What do they care about?
What stories will connect you?
Make it easy to find & share
awareness consideration purchase retention advocacy
Optimized – Socialized - Publicized
@LeeOdden @LeeOdden #PDXCC13
Buying Cycle Keywords Social Topics Content Type
Awareness broad general issues blog, byline, social
Interest category inves0ga0ve video, social
Considera0on comparison demos feature comparison, reviews
Purchase transac0onal referrals exclusive
Reten0on 0ps connect with other users be a resource
Advocacy suppor0ng par0cipa0on deliver as promised!
Journalist Pain Points • Deadline to meet • In need of another source • Need a different story perspec0ve • Quotes, stats, research
Align Topical Needs With Content
Stan
Op0mized & Socialized Content Plan awareness consideration purchase retention advocacy
@LeeOdden @LeeOdden #PDXCC13
Persona: “Admin Jane” Influences CEO
Values: = Fast = Save $ = Service
Fast
Save $
Service
Blog
awareness consideration purchase retention advocacy interest
Byline PPC
Email Offer
Locator
Tips Ar0cles
Newsle<er
Blog
Soc Net
Ads
Press
Blog
Reviews
PPC
Discount
Loyalty
Community
VIP
Referral
Ar0cle
Media
Reviews
Blog
Display
Offers
Network
Thank You
Referral
Rewards
Content: = Topics = Keywords = Media & Channel
Optimize Across the Lifecycle
@LeeOdden @LeeOdden #PDXCC13
5 Takeaways Digital Marke0ng enables customer targe0ng, dynamic op0miza0on, and a direct connec0on to business ROI You want media hits? Become the media! Grow your digital marke0ng skills NOW Build consensus by finding common ground Goals are only as good as your measurement
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@LeeOdden @LeeOdden #PDXCC13
Thank You
Lee Odden -‐ Consul0ng [email protected] TopRankMarke-ng.com Marke0ngBlog.com Op0mizeBook.com