the next frontier digital media going forward. brian sheehan syracuse los angeles sydney tokyo ...
TRANSCRIPT
The Next FrontierDigital Media going forward
Brian Sheehan
Syracuse
Los Angeles
Sydney
Tokyo
Hong Kong
New York City
I Love Brasil!
Caveat
The next frontier-The short version
Digital
Integrated
Social
Mobile
Experiential
Digital Basics
The highway to success now has many more on-ramps
Lesson
You don’t need huge budgets to make a huge impact, only big ideas.
Secondary lesson
Traditional Media, the Digital Media and Public Relations can be seamlessly intertwined
Is your company integrating them seamlessly?
A New Social Environment
Social Media Basics
Social Media
Key Lesson
All digital media is social, not just Facebook, Orkut or Twitter.
All Digital media is made for sharing
Communities
Key Implications
“Engage” in Conversations
“Manage” News
“Spread” Advertising
Where are your communities?
Social networks?
Blogs?
Where on YouTube?
Social events?
Stores?
Fish where the fish are
Where are people talking about you: good and bad?
What is the best way to get involved in the conversation?
Required Reading
Easiest (and least effective)
Finely Targeted Blogs
Related Blogs
Critical Blogs
I hate you, specifically, blogs
Special Interest Social Networks
Transparency
Key Lesson
Sharing happens best when you have spent time to identify groups that care about your message and you give them a meaningful benefit.
Or, let a small group recruit a bigger group!
Workshop
Who are the most important groups you need to reach (internally/Externally)?
Where do they congregate on the web?
How can you get them to take ownership and start sharing your messages with each other?
DMA Social Media Summit
IBM, Xerox, HP, Intel, etc.
“Better not to do it than get it wrong”
“Start small (really small), get it right then do a second thing, etc.
Employees-Friend or Enemy?
Does your company have…
An employee blogging policy?
A training program that covers this issue?
Regular reminders?
Reputation
Search-Find
What’s your biggest risk?
Eye Tracking
The Facts
84% of a company’s value is based on reputation
79% of clicks go to the top three results
99% do not go to the next page
64% believe whatever they read in search
Hewlett-Packard
8 Billion in Value in One Day
BP a few months ago
BP Now
Sony
Trust
Social-Validation
Lesson: Don’t Delegate to Inexperienced Staff
Don’t do this!
Workshop
What would be the first steps you would take in social media should you have an environmental disaster or a high-profile attack on your reputations?
Towards government?
Towards consumers?
Towards employees
Personalization
Individual-Relevance
Mini
Virality
YouTube is Special
Our New Motto
“If it doesn’t spread, it’s dead!
Key Lesson
Sometimes your execution alone can get people to notice your message and share it.
Even for something like energy
Key Lesson
Great ideas can bring attention to otherwise mundane products and/or messages.
Mobility
Make it mobile
Have a mobile website
Make it an app
Make it useful
Guiness
Geolocation
Workshop:What kind of information from Petrobras would:
People or employees want to take with them?
Want when they are on the run?
Want at a critical moment?
Want when they are driving somewhere?
Experience
Workshop
If Petrobras were an experience, what kind of experience would it be?
What is the core equity of the brand?
Measurement
Dashboards-Analytics
Shared Responsibilty
Collaborative
Operations
Sales
HR
Marketing
Legal
Every department
Summary
Digital Media is Maturing
All digital Media is Social
Integration is Table Stakes
Communities, not Marketing
Ask: Where are your target congregating?
Actively protect your reputation!
Be Creative, Make it Mobile, Make it an Experience!