Real-time, Converged Marketing Campaigns in the Travel and Outdoor Industries

1. Converged Media Brand Marketing in Real Time OIA Outdoor University, August 1, 2013

2. Owned Media Corporate Content Paid Media Traditional Ads Earned Media Organic Converged Media Sponsored Customer Brands that ask for shared Promoted Brand Content

4. V.P. of Converged Media at MercuryCSC, a leading creative voice in the geotourism and outdoor industries. Mike is charged with creative direction and orchestrating brand communication strategies across paid, earned, owned, and social media channels. Media BrandContentPRNon-Profit ConvergedPSB “White Mike” MIKE GERACI

5. MERCURYcsc Overview for today • CONVERGED: WHAT DOES IT MEAN? • HOW DID WE GET HERE? • FUNDAMENTAL PRINCIPALS • INFINITE LOOP of AWESOMENESS • CASE STUDIES: CHICAGO, KICKSTARTER • ROAD BLOCKS FOR AGENCIES, DEPTS • HOW DO WE GET THERE?

6. Owned Media Corporate Content Paid Media Traditional Ads Earned Media Organic Converged Media Sponsored Customer Brands that ask for shared Promoted Brand Content Press coverage Tweets Customer reviews Videos Display or broadcast advertising Website Blogs Facebook Twitter

7. Fundamentals for Converged • BRAND DRIVEN Brand as Media • CONTENT IS KING Content as Product • INTEGRATED DISTRIBUTION Earned. Owned. Paid • CONSUMER CENTRIC Be of Service

9. MERCURYcsc 1. Media disruption 2. DIY 3. Brand as media 4. Social Integration Why Converged?

10. What’s going on in the (news) media?

11. Just purchased byLinkedIn for $90M

12. The Pulitzer committee noted, was ”enhanced by its deft integration of multimedia elements” including extensive video, animation and graphics. Won a Peabody this week for being ”a spectacular example of the potential of digital-age storytelling.” 15 editors/ producers 3 months 3.5 million views in the first 10 days

14. Web 2.0 = Do It Yourself

15. What was once this: Has become this: Brand as Media

16. Brand as Media

17. Social Integration

18. SMILE MERCURYcsc 03.

19. Owned Media Corporate Content Paid Media Traditional Ads Earned Media Organic Converged Media Sponsored Customer Brands that ask for shared Promoted Brand Content

20. MERCURYcsc MercuryCSC’s Infinite Loop of Awesomeness

21. MERCURYcsc PAID MEDIA & EARNED MEDIA OWNED MEDIA SOCIAL MEDIA

26. MONTANA @ CLARK & LAKE CASE STUDY

33. Getting awesome-er...UGC

35. EXPEDITION DENALI KICKSTARTER CASE STUDY

42. REALITY05.

43. Agencies are Lagging • Campaign-focused mindset • Silos/Bunkers • Accelerated pace of change

46. CHECKING IN ON #HOLYSHIT06.

47. Outdoor Brands are Lagging • Leading with Paid • Social is unfocused, silo-ed • Not investing in Content • Not investing in Content visibility • Your agencies are in bunkers

48. Baby Steps... • Have a Plan - Where? • Be the Media - Report • Start with Content • Earned is the hardest to scale • Think about distribution & discovery • Owned & Paid • Monitor • Repeat

49. DISCUSSION06.

50. Thank you mike.geraci@mercurycsc.com @MercuryMG MIKE GERACI

Real-time, Converged Marketing Campaigns in the Travel and Outdoor Industries

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