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.
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
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.
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
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
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
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?
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
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
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?
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
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.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.