Digital Convergence: Integrated Marketing & Public Relations
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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.
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Digital Convergence: Integrated Marketing & Public Relations
- 1. @LeeOdden TopRankMarke0ng.com Marke0ngBlog.com Digital Convergence Integrating Marketing & PR Image: Shu<erstock
- 2. @LeeOdden @LeeOdden Op0mizeBook.com
- 3. @LeeOdden @LeeOdden instagram.com/leeodden
- 4. @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
- 5. @LeeOdden @LeeOdden #PDXCC13 Why Should PR & Communications Care About Digital Marketing?
- 6. @LeeOdden @LeeOdden #PDXCC13 Promise of Digital Marketing Audience Targeting Cross Channel Integration Adaptable, Optimizable Highly Measurable
- 7. @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
- 8. @LeeOdden @LeeOdden #PDXCC13 Website Twitter Facebook YouTube Flickr LinkedIn Slideshare White Papers Google+ Guides Book Webinars Articles Newsroom Press Releases Guest Posts Events Blog eBooks Pinterest
- 9. @LeeOdden @LeeOdden “Content is the currency for building social relationships that can boost earned media.”
- 10. @LeeOdden @LeeOdden If you want to ensure your brand is in the media… …then become the media.
- 11. @LeeOdden @LeeOdden Brand Publishers Brand Journalism Content Marketing
- 12. @LeeOdden @LeeOdden Facts Tell Stories Sell
- 13. @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
- 14. @LeeOdden @LeeOdden Marke0ng Public Rela0ons Adver0sing Branding
- 15. @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
- 16. @LeeOdden @LeeOdden #PDXCC13 The leap from PR to Marke0ng is not so far.
- 17. @LeeOdden @LeeOdden 3BIG Trends
- 18. @LeeOdden @LeeOdden #PDXCC13 1 Trend: Ubiquitous Connectivity 50 Billion connected devices: 2020 Source: Ericcson Create Consume Publish Interact Transact
- 19. @LeeOdden @LeeOdden #PDXCC13 Customer Information Journey Image: Shu<erstock Voodoo
- 20. @LeeOdden @LeeOdden #PDXCC13 Customer Information Journey
- 24. @LeeOdden @LeeOdden #PDXCC13 2 Trend: Converged Media Paid Earned Owned Shared
- 25. @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
- 26. @LeeOdden @LeeOdden #PDXCC13 Co-Created Owned Media Next Closest Popular Preso 6,514 views | 1 year ago 125k 77k 68k
- 28. @LeeOdden @LeeOdden #PDXCC13 Omni-‐Channel – Transmedia Storytelling Storytelling & Media 360 Source: Gary Hayes
- 29. @LeeOdden @LeeOdden #PDXCC13 3 Trend: PR Transformation to IMC
- 30. @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?
- 31. @LeeOdden @LeeOdden 3BIG Qs
- 32. @LeeOdden @LeeOdden #PDXCC13 LinkedIn Poll of Corp PR/Comms
- 33. @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?”
- 34. @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
- 35. @LeeOdden @LeeOdden #PDXCC13 Q2 How: Break Down Silos? Marke0ng Public Rela0ons Business Units HQ Corp Comms
- 36. @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
- 37. @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
- 38. @LeeOdden @LeeOdden What: Success Metrics?
- 39. @LeeOdden @LeeOdden A3 Success Metrics Source: Don Bartholomew, SVP at Ketchum Goals are only as good as your ability to measure progress and outcomes
- 40. @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
- 41. @LeeOdden @LeeOdden #PDXCC13 Create Content Op0mize Content Social Networks Desktop Tablet Mobile Corporate Comms Blogger Rela0ons Feeling Overwhelmed?
- 42. @LeeOdden @LeeOdden 1BIG Plan
- 43. @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
- 44. @LeeOdden @LeeOdden #PDXCC13 ANract Engage Op-mize 360 Model Convert
- 45. @LeeOdden @LeeOdden Great Content Isn’t Great Until It’s Found, Consumed & Shared
- 46. @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
- 47. @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
- 48. @LeeOdden @LeeOdden #PDXCC13 Persona: “Admin Jane” Influences CEO Values: = Fast = Save $ = Service Fast Save $ Service Blog awareness consideration purchase retention advocacyinterest Facebook 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
- 49. @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 1 2 3 4 5
- 50. @LeeOdden @LeeOdden #PDXCC13 Thank You Lee Odden -‐ Consul0ng lee@toprankmarke0ng.com TopRankMarke-ng.com Marke0ngBlog.com Op0mizeBook.com
Editor's Notes
- The trend towards convergence of marketing and public relations is upon us. With combined strategies, marketers can deliver more meaningful marketing performance in a social and content centric world. PR and communications professionals can embrace the measurable impact delivered by marketing best practices for achieving influence and brand visibility. This presentation will offer attendees a peek into the converged world of marketing and PR, who’s doing it right and a model for making the transition to deliver more powerful business results.
- http://www.business2community.com/social-media/why-b2b-companies-must-invest-in-social-media-in-2013-infographic-0479577
- http://www.slideshare.net/dellsocialmedia/social-media-predictions-for-2013http://www.slideshare.net/toprank/b2b-marketing-innovation-ebook-marketingprofs-b2b-forum-14497382http://www.slideshare.net/toprank/29-content-marketing-secrets-ebook-14128438
- http://www.flickr.com/photos/garyhayes/3251571561/sizes/o/in/set-72157613331811096/http://www.mainstreamdata.com/digital-asset-management/transmedia-storytelling-in-an-omni-channel-world/#.UW7Z4itASQc= Transmedia storytelling means not only the strategy but also the technique of telling a brand story or experience using all available media – video, graphics, audio and print, and publishing these stories across multiple platforms and formats to reach the digitally empowered consumer of media.= Omni-channel is the holistic evolution of multichannel marketing. Omni-channel marketing means you’re talking to your customers through various media all the way through the purchase.
- http://www.nytimes.com/2013/04/29/business/media/fleishmanhillard-rebrands-itself-with-a-21st-century-focus.html?_r=1&
- http://www.socialmediaexplorer.com/online-public-relations/the-digitization-of-research-and-measurement-in-public-relations/