uw pr class presentation
DESCRIPTION
This presentation on how the world of marketing communications has changed -- and how you can be better prepared to get a job in it -- was delivered to students of Professor Kathleen Fearn-Banks in January 2012.TRANSCRIPT
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It’s a new world.
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It’s a new world.Here’s how to get
a job in it.
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My story:
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My other story:
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do or die
Surviving and thriving in a world wherethe old ways of marketing aren’t getting it done.
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If it’s a new world, what did the old one look like?
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The cornerstones of marketing communications:
PR, Advertising, Design
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In PR, the media is earned.
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In advertising, the media is paid.
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In design, the media is owned.
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In design, the media is owned.
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PR, advertising, and design are still important. But they’re not enough.
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1990
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2010
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What happened?
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The web makes information instant
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-15
-10
-5
0
5
10
15
20
Online Local TV Network Newspaper Radio Magazines Cable
-13.7-8.9-6-5-3.4-1.5
17.3
Everyone’s turning to the web
Where do you turn for news -- % change 2009-2010
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The web is a two-way street
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The web is a two-way street
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0
22.5
45
67.5
90
Friend SM Review Website TV Ad Radio Ad Banner Ad
33
55
62
7070
90
People trust strangers more than ads
% of U.S. Respondents Reporting Trusting a Source “Completely” or “Somewhat”
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What else happened?
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What else happened?
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You can’t talk to people who aren’t listening.
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You can’t convince people who don’t believe you.
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You can no longer just “say.”You must “do.”
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do or die
Surviving and thriving in a world wherethe old ways of marketing aren’t getting it done.
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Is: Young
Male
Gamers
Gadget Lovers
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Is: Isn’t:Young Media User
Male
Gamers
Gadget Lovers
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Results:
#1 iPhone app in 36 countries
4.3 million downloads
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Results:
Sales leads up 81%
Test drive requests up 86%
Sales exceeded projections by 3x
Cost: “About 1/30th the cost of a standard car launch”
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Results:
The first successful launch of a car model without any advertising
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If it’s now all about doing,what should you do?
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1. Decide where you want to work
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2. Make 100 LinkedIn connections
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3. Get deeply involved in digital
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TUMBLER DEL.ICIO.US APP STORE
FACEBOOK FLICKR RSS
YELP TWITTERUSTREAM
FOURSQUARE WORDPRESS YOUTUBE
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4. Become an expert
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5. Learn from people in the business
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What can I do for you?
Larry [email protected]
LinkedIn: Larry AsherFacebook: School of Visual Concepts
slideshare.net/svcseattle