SlideShare a Scribd company logo
1 of 39
WORKING YOUR PLAN:,[object Object],GOING BEYOND THE MASSES,[object Object],Presented by,[object Object],David Bradfield,[object Object],Director, Social Experience,[object Object],SapientNitro – sapientnitro.com,[object Object],Twitter @dbradfield,[object Object],Email dbradfield@sapient.com,[object Object],Office 647.837.5396,[object Object],Mobile 416.520.4224,[object Object],September 30, 2011,[object Object],#PRseries,[object Object],SapientNitro,[object Object],SM,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
MEDIA OF THE MOMENT,[object Object],TURN EXPERIENCE,[object Object],INTO ACTION,[object Object],@dbradfield,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
CONDUIT,[object Object],THE NEW PR,[object Object],DIRECT,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
MOMENTS HAPPEN,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
MEDIA ARE ACTIVE, NOT PASSIVE,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
  ACTIVATE MOMENTS,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
AMPLIFY MEDIA,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
 IN THE MOMENT,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
OUT OF THE MOMENT,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
MEDIA OF THE MOMENT,[object Object],TURN EXPERIENCE INTO ACTION,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
Context,[object Object],CONTEXT,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
CONTEXT,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
WHAT DOES CONTEXT LOOK LIKE?,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
 MARKETERS NEED TO UNDERSTANDCONSUMER CONTEXT AND ALIGN WITH  THOSE CONVERSATIONS AND COMMUNITIES,[object Object],THAT DOESN’T MEAN BEING INTRUSIVE. BERESPECTFULAND USEFUL,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
THE VALUE OF CONVERSATIONs,[object Object],   FROM CONTEXT TO SUBTEXT,[object Object],CLOSE TO ME,[object Object],  IN “PROXIMITY”TO THE MOMENT OR “CONTEXT”,[object Object],   CONVERSATIONS ARE POINTS OF ENTRY,[object Object],   ALIGN, DON’T INTERRUPT,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
LEVERAGE CONVERSATION,[object Object],   TO UNDERSTAND PERCEPTION,[object Object],BUILD RAPPORT &LEARN SUBTEXT,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
KNOW WHERE AND  WHO…,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
  CONVERSATIONAL MARKETING,[object Object],   1. DYNAMIC RELATIONSHIPS,[object Object],   2. LET GO (AT LEAST A BIT),[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
  SOCIAL MEDIA FRIENDLY CONTENT,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
  ADD DEPTH THROUGH COMMUNITY,[object Object],ACTIVATE,[object Object],IGNITE,[object Object],EMPOWER,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
PUBLISHED,[object Object],CONTRIBUTED,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
 YOU CAN MANAGE,[object Object],BUT NOT CONTROL,[object Object],COMMUNITY CONVERSATIONS,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
CAPTIVATE THE AUDIENCE,[object Object],GAMIFICATION          APPS                  ADVOCACY,[object Object],          CONTENT        LOYALTY,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
CAPTIVATING EXPERIENCES HAVE A LONGER DURATION AND CARRY A HIGHER VALUE PROPOSITION TO THE CUSTOMER.,[object Object],A CAPTIVATED CUSTOMER CAN CREATE CONTEXT, DRIVE CONVERSATIONAND ENGAGE A COMMUNITY CONVERSATIONIN A WAY THAT TRADITIONAL MEDIA IS CURRENTLY UNABLE TO ACHIEVE. ,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
 PULL PEOPLE CLOSER TO THE BRAND,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
TURN EXPERIENCE INTO ACTION,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
EVERY CUSTOMER EXPERIENCES MOMENTS WITH YOUR BRAND,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
ADVOCATES SHARE MOMENTS ,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
SOMETIMES JUST  ASKING IS ENOUGH ,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
BRAND VALUE IS ACHIEVED WHEN WE TURN EXPERIENCE INTO  ACTION,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
EMPOWER OTHERS TO ,[object Object],TELL YOUR STORY,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
ESTABLISH APPROPRIATE ,[object Object],GOVERNANCE TO…,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
MANAGE THE CONVERSATION AND…,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
GIVE THE COMMUNITY MEANINGFUL CONTROL OF THEIR EXPERIENCE,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
IT’S THEIRS.,[object Object],© COPYRIGHT 2011 SAPIENT CORPORATION   ,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]
WORKING YOUR PLAN:,[object Object],GOING BEYOND THE MASSES,[object Object],Presented by,[object Object],David Bradfield,[object Object],Director, Social Experience,[object Object],SapientNitro – sapientnitro.com,[object Object],Twitter @dbradfield,[object Object],Email dbradfield@sapient.com,[object Object],Office 647.837.5396,[object Object],Mobile 416.520.4224,[object Object],September 30, 2011,[object Object],#PRseries,[object Object],  QUESTIONS?,[object Object],SapientNitro,[object Object],SM,[object Object],How to Supercharge Your PR Program with Social Media,[object Object],www.marketwire.com/engage,[object Object]

More Related Content

What's hot

Search Becomes the Display OS
Search Becomes the Display OSSearch Becomes the Display OS
Search Becomes the Display OSiCrossing
 
I Crossing Connected Brands Primer
I Crossing Connected Brands PrimerI Crossing Connected Brands Primer
I Crossing Connected Brands PrimeriCrossing GmbH
 
Show me the Money - Proving success in social media
Show me the Money - Proving success in social mediaShow me the Money - Proving success in social media
Show me the Money - Proving success in social mediaiCrossing
 
Evolving a mobile marketing strategy
Evolving a mobile marketing strategyEvolving a mobile marketing strategy
Evolving a mobile marketing strategyPrayukth K V
 
Top 22 Trends in Digital Marketing for 2017
Top 22 Trends in Digital Marketing for 2017Top 22 Trends in Digital Marketing for 2017
Top 22 Trends in Digital Marketing for 2017KEO Marketing Inc
 
Digital Marketing Strategy Guide: How to build a plan that works.
Digital Marketing Strategy Guide: How to build a plan that works. Digital Marketing Strategy Guide: How to build a plan that works.
Digital Marketing Strategy Guide: How to build a plan that works. Republic_Media
 
Guide to creating a perfect digital marketing strategy
Guide to creating a perfect digital marketing strategyGuide to creating a perfect digital marketing strategy
Guide to creating a perfect digital marketing strategyVinodh Ramakannan
 
WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hos...
WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hos...WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hos...
WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hos...nFusion
 
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGYTHE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGYVinodh Ramakannan
 
Digital Leadership: An interview with Angela Ahrendts
Digital Leadership: An interview with Angela AhrendtsDigital Leadership: An interview with Angela Ahrendts
Digital Leadership: An interview with Angela AhrendtsCapgemini
 
Trends Shaping Digital Experience | Retail's Digital Summit 2016 | The Future...
Trends Shaping Digital Experience | Retail's Digital Summit 2016 | The Future...Trends Shaping Digital Experience | Retail's Digital Summit 2016 | The Future...
Trends Shaping Digital Experience | Retail's Digital Summit 2016 | The Future...Andrea Puerari
 
LSA18: Where Is Location Going? (GroundTruth)
LSA18: Where Is Location Going? (GroundTruth)LSA18: Where Is Location Going? (GroundTruth)
LSA18: Where Is Location Going? (GroundTruth)Localogy
 
Conversational marketing! Go to dialogue!
Conversational marketing! Go to dialogue!Conversational marketing! Go to dialogue!
Conversational marketing! Go to dialogue!UserEngage
 
DMA Presentation Kathleen_for Slovenia Marketing conference 2014
DMA Presentation Kathleen_for Slovenia Marketing conference 2014DMA Presentation Kathleen_for Slovenia Marketing conference 2014
DMA Presentation Kathleen_for Slovenia Marketing conference 2014Kathleen Peeters
 
Take outs from DMA 2013, Kathleen Peeters Bisnode Belgija
Take outs from DMA 2013, Kathleen Peeters Bisnode BelgijaTake outs from DMA 2013, Kathleen Peeters Bisnode Belgija
Take outs from DMA 2013, Kathleen Peeters Bisnode BelgijaDruštvo za marketing Slovenije
 
1 Naild Digital Marketing Overview Web (2)
1 Naild Digital Marketing Overview Web (2)1 Naild Digital Marketing Overview Web (2)
1 Naild Digital Marketing Overview Web (2)Kim Williams
 
Maximize how you individualize: because the journey matters.
Maximize how you individualize: because the journey matters.Maximize how you individualize: because the journey matters.
Maximize how you individualize: because the journey matters.SAP Customer Experience
 

What's hot (18)

Search Becomes the Display OS
Search Becomes the Display OSSearch Becomes the Display OS
Search Becomes the Display OS
 
I Crossing Connected Brands Primer
I Crossing Connected Brands PrimerI Crossing Connected Brands Primer
I Crossing Connected Brands Primer
 
Show me the Money - Proving success in social media
Show me the Money - Proving success in social mediaShow me the Money - Proving success in social media
Show me the Money - Proving success in social media
 
Evolving a mobile marketing strategy
Evolving a mobile marketing strategyEvolving a mobile marketing strategy
Evolving a mobile marketing strategy
 
Top 22 Trends in Digital Marketing for 2017
Top 22 Trends in Digital Marketing for 2017Top 22 Trends in Digital Marketing for 2017
Top 22 Trends in Digital Marketing for 2017
 
Digital Marketing Strategy Guide: How to build a plan that works.
Digital Marketing Strategy Guide: How to build a plan that works. Digital Marketing Strategy Guide: How to build a plan that works.
Digital Marketing Strategy Guide: How to build a plan that works.
 
Guide to creating a perfect digital marketing strategy
Guide to creating a perfect digital marketing strategyGuide to creating a perfect digital marketing strategy
Guide to creating a perfect digital marketing strategy
 
WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hos...
WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hos...WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hos...
WEBINAR: Marketing 5.0: 10 Steps to Delivering Compelling Experiences, hos...
 
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGYTHE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY
THE COMPLETE GUIDE TO CREATING A PERFECT DIGITAL MARKETING STRATEGY
 
Digital Leadership: An interview with Angela Ahrendts
Digital Leadership: An interview with Angela AhrendtsDigital Leadership: An interview with Angela Ahrendts
Digital Leadership: An interview with Angela Ahrendts
 
Trends Shaping Digital Experience | Retail's Digital Summit 2016 | The Future...
Trends Shaping Digital Experience | Retail's Digital Summit 2016 | The Future...Trends Shaping Digital Experience | Retail's Digital Summit 2016 | The Future...
Trends Shaping Digital Experience | Retail's Digital Summit 2016 | The Future...
 
LSA18: Where Is Location Going? (GroundTruth)
LSA18: Where Is Location Going? (GroundTruth)LSA18: Where Is Location Going? (GroundTruth)
LSA18: Where Is Location Going? (GroundTruth)
 
Conversational marketing! Go to dialogue!
Conversational marketing! Go to dialogue!Conversational marketing! Go to dialogue!
Conversational marketing! Go to dialogue!
 
DMA Presentation Kathleen_for Slovenia Marketing conference 2014
DMA Presentation Kathleen_for Slovenia Marketing conference 2014DMA Presentation Kathleen_for Slovenia Marketing conference 2014
DMA Presentation Kathleen_for Slovenia Marketing conference 2014
 
Take outs from DMA 2013, Kathleen Peeters Bisnode Belgija
Take outs from DMA 2013, Kathleen Peeters Bisnode BelgijaTake outs from DMA 2013, Kathleen Peeters Bisnode Belgija
Take outs from DMA 2013, Kathleen Peeters Bisnode Belgija
 
Noisemakerz
Noisemakerz Noisemakerz
Noisemakerz
 
1 Naild Digital Marketing Overview Web (2)
1 Naild Digital Marketing Overview Web (2)1 Naild Digital Marketing Overview Web (2)
1 Naild Digital Marketing Overview Web (2)
 
Maximize how you individualize: because the journey matters.
Maximize how you individualize: because the journey matters.Maximize how you individualize: because the journey matters.
Maximize how you individualize: because the journey matters.
 

Viewers also liked

Meet Bartle Bogle Hegarty
Meet Bartle Bogle HegartyMeet Bartle Bogle Hegarty
Meet Bartle Bogle HegartyPaul Naoum
 
Nicolas Bordas - TBWA - HUBFORUM Paris 2013
Nicolas Bordas - TBWA - HUBFORUM Paris 2013 Nicolas Bordas - TBWA - HUBFORUM Paris 2013
Nicolas Bordas - TBWA - HUBFORUM Paris 2013 HUB INSTITUTE
 
What is planning bbh london
What is planning bbh londonWhat is planning bbh london
What is planning bbh londonDosage
 
Lifedots Deck BBH New York
Lifedots Deck BBH New YorkLifedots Deck BBH New York
Lifedots Deck BBH New YorkAlwayne Ritchie
 
TBWA\Hunt\Lascaris The Future of Advertising
TBWA\Hunt\Lascaris The Future of AdvertisingTBWA\Hunt\Lascaris The Future of Advertising
TBWA\Hunt\Lascaris The Future of AdvertisingSophie Mayer
 
BBH London Highlights of SXSW 2014
BBH London Highlights of SXSW 2014BBH London Highlights of SXSW 2014
BBH London Highlights of SXSW 2014Ben Shaw
 
Rp2-2015-Interface & digital experiences
Rp2-2015-Interface & digital experiencesRp2-2015-Interface & digital experiences
Rp2-2015-Interface & digital experiencesRavi Pal
 
The creative:planner relationship bbh london
The creative:planner relationship bbh londonThe creative:planner relationship bbh london
The creative:planner relationship bbh londonDosage
 
Prototyping at the speed of culture
Prototyping at the speed of culturePrototyping at the speed of culture
Prototyping at the speed of cultureSami Viitamäki
 
Digital Velocity Europe 2015 | Sapient Nitro Presentation
Digital Velocity Europe 2015 | Sapient Nitro PresentationDigital Velocity Europe 2015 | Sapient Nitro Presentation
Digital Velocity Europe 2015 | Sapient Nitro PresentationTealium
 
Building A New Agency OS - Google #Firestarters
Building A New Agency OS - Google #FirestartersBuilding A New Agency OS - Google #Firestarters
Building A New Agency OS - Google #FirestartersMel Exon
 
IKRa NY Campus 2014 - Overview
IKRa NY Campus 2014 - OverviewIKRa NY Campus 2014 - Overview
IKRa NY Campus 2014 - OverviewStas Kremnev
 
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)Saneel Radia
 
Don't think of a camel
Don't think of a camelDon't think of a camel
Don't think of a camelJames Kindred
 
Sapient nitro xi 2014_keynote_experiencetechnology_ravipal
Sapient nitro xi 2014_keynote_experiencetechnology_ravipalSapient nitro xi 2014_keynote_experiencetechnology_ravipal
Sapient nitro xi 2014_keynote_experiencetechnology_ravipalRavi Pal
 
Emerging types of marketing
Emerging types of marketingEmerging types of marketing
Emerging types of marketingGabriel Sora
 
European Planning Conference Prague 2015, BBH connected specialism - Achim Sc...
European Planning Conference Prague 2015, BBH connected specialism - Achim Sc...European Planning Conference Prague 2015, BBH connected specialism - Achim Sc...
European Planning Conference Prague 2015, BBH connected specialism - Achim Sc...European-Planning-Conference
 
A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014
A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014
A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014Agathe Guerrier
 
Strategic Management models and diagrams
Strategic Management models and diagramsStrategic Management models and diagrams
Strategic Management models and diagramshttp://www.drawpack.com
 

Viewers also liked (20)

Meet Bartle Bogle Hegarty
Meet Bartle Bogle HegartyMeet Bartle Bogle Hegarty
Meet Bartle Bogle Hegarty
 
Nicolas Bordas - TBWA - HUBFORUM Paris 2013
Nicolas Bordas - TBWA - HUBFORUM Paris 2013 Nicolas Bordas - TBWA - HUBFORUM Paris 2013
Nicolas Bordas - TBWA - HUBFORUM Paris 2013
 
What is planning bbh london
What is planning bbh londonWhat is planning bbh london
What is planning bbh london
 
Lifedots Deck BBH New York
Lifedots Deck BBH New YorkLifedots Deck BBH New York
Lifedots Deck BBH New York
 
TBWA\Hunt\Lascaris The Future of Advertising
TBWA\Hunt\Lascaris The Future of AdvertisingTBWA\Hunt\Lascaris The Future of Advertising
TBWA\Hunt\Lascaris The Future of Advertising
 
BBH London Highlights of SXSW 2014
BBH London Highlights of SXSW 2014BBH London Highlights of SXSW 2014
BBH London Highlights of SXSW 2014
 
Rp2-2015-Interface & digital experiences
Rp2-2015-Interface & digital experiencesRp2-2015-Interface & digital experiences
Rp2-2015-Interface & digital experiences
 
The creative:planner relationship bbh london
The creative:planner relationship bbh londonThe creative:planner relationship bbh london
The creative:planner relationship bbh london
 
Prototyping at the speed of culture
Prototyping at the speed of culturePrototyping at the speed of culture
Prototyping at the speed of culture
 
Digital Velocity Europe 2015 | Sapient Nitro Presentation
Digital Velocity Europe 2015 | Sapient Nitro PresentationDigital Velocity Europe 2015 | Sapient Nitro Presentation
Digital Velocity Europe 2015 | Sapient Nitro Presentation
 
Building A New Agency OS - Google #Firestarters
Building A New Agency OS - Google #FirestartersBuilding A New Agency OS - Google #Firestarters
Building A New Agency OS - Google #Firestarters
 
IKRa NY Campus 2014 - Overview
IKRa NY Campus 2014 - OverviewIKRa NY Campus 2014 - Overview
IKRa NY Campus 2014 - Overview
 
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
 
The Evolution of UX
The Evolution of UXThe Evolution of UX
The Evolution of UX
 
Don't think of a camel
Don't think of a camelDon't think of a camel
Don't think of a camel
 
Sapient nitro xi 2014_keynote_experiencetechnology_ravipal
Sapient nitro xi 2014_keynote_experiencetechnology_ravipalSapient nitro xi 2014_keynote_experiencetechnology_ravipal
Sapient nitro xi 2014_keynote_experiencetechnology_ravipal
 
Emerging types of marketing
Emerging types of marketingEmerging types of marketing
Emerging types of marketing
 
European Planning Conference Prague 2015, BBH connected specialism - Achim Sc...
European Planning Conference Prague 2015, BBH connected specialism - Achim Sc...European Planning Conference Prague 2015, BBH connected specialism - Achim Sc...
European Planning Conference Prague 2015, BBH connected specialism - Achim Sc...
 
A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014
A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014
A New Value Framework for Creative Businesses - BBH Labs at SPOT Conference 2014
 
Strategic Management models and diagrams
Strategic Management models and diagramsStrategic Management models and diagrams
Strategic Management models and diagrams
 

Similar to Media of the Moment

Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...
Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...
Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...Marketo
 
About Upfront Media 2013
About Upfront Media 2013About Upfront Media 2013
About Upfront Media 2013Saeid Saz
 
Mobile app Madness-App-Promo
Mobile app Madness-App-PromoMobile app Madness-App-Promo
Mobile app Madness-App-PromoGary Yentin
 
Millennial Media - How to Monetize Your Apps
Millennial Media - How to Monetize Your AppsMillennial Media - How to Monetize Your Apps
Millennial Media - How to Monetize Your Appsthumbsup
 
WHY IS DIGITAL MARKETING ABSOLUTE TO GET EXTRA LEADS AND BETTER ROI?
WHY IS DIGITAL MARKETING ABSOLUTE  TO GET EXTRA LEADS AND BETTER ROI?WHY IS DIGITAL MARKETING ABSOLUTE  TO GET EXTRA LEADS AND BETTER ROI?
WHY IS DIGITAL MARKETING ABSOLUTE TO GET EXTRA LEADS AND BETTER ROI?DhushyantJain
 
How To Measure ROI for Social Media With Software Solution
How To Measure ROI for Social Media With Software SolutionHow To Measure ROI for Social Media With Software Solution
How To Measure ROI for Social Media With Software SolutionChristi Tasker
 
How Connected Content Will Change Your (Marketing) World
How Connected Content Will Change Your (Marketing) WorldHow Connected Content Will Change Your (Marketing) World
How Connected Content Will Change Your (Marketing) WorldRebecca Lieb
 
Online + Offline = Bottom Line | Conor Lynch - Connector360
Online + Offline = Bottom Line | Conor Lynch - Connector360Online + Offline = Bottom Line | Conor Lynch - Connector360
Online + Offline = Bottom Line | Conor Lynch - Connector360Enterprise Ireland
 
SB_Profile_Full_Jul2016PDF
SB_Profile_Full_Jul2016PDFSB_Profile_Full_Jul2016PDF
SB_Profile_Full_Jul2016PDFDavid Appasamy
 
A Comprehensive Guide to Snapchat: From AR to Commerce
A Comprehensive Guide to Snapchat: From AR to CommerceA Comprehensive Guide to Snapchat: From AR to Commerce
A Comprehensive Guide to Snapchat: From AR to CommerceTinuiti
 
Ometz ProMontreal Creative Minds - Strategies to Building a Successful Pers...
Ometz ProMontreal Creative Minds -  Strategies to Building a Successful Pers...Ometz ProMontreal Creative Minds -  Strategies to Building a Successful Pers...
Ometz ProMontreal Creative Minds - Strategies to Building a Successful Pers...Lisa McKenzie ★
 
Marketing Your App for the Social Era - Dreamforce 2012 - 9/20
Marketing Your App for the Social Era - Dreamforce 2012 - 9/20Marketing Your App for the Social Era - Dreamforce 2012 - 9/20
Marketing Your App for the Social Era - Dreamforce 2012 - 9/20Salesforce Partners
 
How to Budget for Social Media Campaigns
How to Budget for Social Media CampaignsHow to Budget for Social Media Campaigns
How to Budget for Social Media CampaignsCafeGive Social
 
Nrg marketing group
Nrg marketing groupNrg marketing group
Nrg marketing grouppetroevents
 
Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy
Mobile strategy trends by Mark Whistler - Incisive Create Mobile StrategyMobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy
Mobile strategy trends by Mark Whistler - Incisive Create Mobile StrategyIncisive Create
 
NMPignite: The Future of Performance- Paid Social
NMPignite: The Future of Performance- Paid SocialNMPignite: The Future of Performance- Paid Social
NMPignite: The Future of Performance- Paid SocialIncubeta NMPi
 
THE ESSENTIAL GUIDE TO Planning Your Influencer Marketing Budget
THE ESSENTIAL GUIDE TO Planning Your Influencer Marketing BudgetTHE ESSENTIAL GUIDE TO Planning Your Influencer Marketing Budget
THE ESSENTIAL GUIDE TO Planning Your Influencer Marketing Budgetrun_frictionless
 

Similar to Media of the Moment (20)

Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...
Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...
Beyond Brand Awareness: How Global Enterprises are Enhancing Prospect Intent ...
 
About Upfront Media 2013
About Upfront Media 2013About Upfront Media 2013
About Upfront Media 2013
 
Mobile app Madness-App-Promo
Mobile app Madness-App-PromoMobile app Madness-App-Promo
Mobile app Madness-App-Promo
 
How to Monetize Your Apps
How to Monetize Your AppsHow to Monetize Your Apps
How to Monetize Your Apps
 
Millennial Media - How to Monetize Your Apps
Millennial Media - How to Monetize Your AppsMillennial Media - How to Monetize Your Apps
Millennial Media - How to Monetize Your Apps
 
WHY IS DIGITAL MARKETING ABSOLUTE TO GET EXTRA LEADS AND BETTER ROI?
WHY IS DIGITAL MARKETING ABSOLUTE  TO GET EXTRA LEADS AND BETTER ROI?WHY IS DIGITAL MARKETING ABSOLUTE  TO GET EXTRA LEADS AND BETTER ROI?
WHY IS DIGITAL MARKETING ABSOLUTE TO GET EXTRA LEADS AND BETTER ROI?
 
How To Measure ROI for Social Media With Software Solution
How To Measure ROI for Social Media With Software SolutionHow To Measure ROI for Social Media With Software Solution
How To Measure ROI for Social Media With Software Solution
 
How Connected Content Will Change Your (Marketing) World
How Connected Content Will Change Your (Marketing) WorldHow Connected Content Will Change Your (Marketing) World
How Connected Content Will Change Your (Marketing) World
 
Online + Offline = Bottom Line | Conor Lynch - Connector360
Online + Offline = Bottom Line | Conor Lynch - Connector360Online + Offline = Bottom Line | Conor Lynch - Connector360
Online + Offline = Bottom Line | Conor Lynch - Connector360
 
Kelvin ho innity
Kelvin ho   innityKelvin ho   innity
Kelvin ho innity
 
SB_Profile_Full_Jul2016PDF
SB_Profile_Full_Jul2016PDFSB_Profile_Full_Jul2016PDF
SB_Profile_Full_Jul2016PDF
 
A Comprehensive Guide to Snapchat: From AR to Commerce
A Comprehensive Guide to Snapchat: From AR to CommerceA Comprehensive Guide to Snapchat: From AR to Commerce
A Comprehensive Guide to Snapchat: From AR to Commerce
 
Ometz ProMontreal Creative Minds - Strategies to Building a Successful Pers...
Ometz ProMontreal Creative Minds -  Strategies to Building a Successful Pers...Ometz ProMontreal Creative Minds -  Strategies to Building a Successful Pers...
Ometz ProMontreal Creative Minds - Strategies to Building a Successful Pers...
 
Marketing Your App for the Social Era - Dreamforce 2012 - 9/20
Marketing Your App for the Social Era - Dreamforce 2012 - 9/20Marketing Your App for the Social Era - Dreamforce 2012 - 9/20
Marketing Your App for the Social Era - Dreamforce 2012 - 9/20
 
How to Budget for Social Media Campaigns
How to Budget for Social Media CampaignsHow to Budget for Social Media Campaigns
How to Budget for Social Media Campaigns
 
Nrg marketing group
Nrg marketing groupNrg marketing group
Nrg marketing group
 
Combo App Marketing Program
Combo App Marketing ProgramCombo App Marketing Program
Combo App Marketing Program
 
Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy
Mobile strategy trends by Mark Whistler - Incisive Create Mobile StrategyMobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy
Mobile strategy trends by Mark Whistler - Incisive Create Mobile Strategy
 
NMPignite: The Future of Performance- Paid Social
NMPignite: The Future of Performance- Paid SocialNMPignite: The Future of Performance- Paid Social
NMPignite: The Future of Performance- Paid Social
 
THE ESSENTIAL GUIDE TO Planning Your Influencer Marketing Budget
THE ESSENTIAL GUIDE TO Planning Your Influencer Marketing BudgetTHE ESSENTIAL GUIDE TO Planning Your Influencer Marketing Budget
THE ESSENTIAL GUIDE TO Planning Your Influencer Marketing Budget
 

Recently uploaded

Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKELtd
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 

Recently uploaded (20)

Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 

Media of the Moment

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.

Editor's Notes

  1. The model is called Media of the Moment and it will give you some ideas as to how we move beyond using communication to build awareness and manage reputation, into a dynamic relationship framework that turns experience into action. We’ll get there shortly. First, let me set us up.
  2. What does “the new PR” mean to you? I’m sure we all have our own take or opinion on what it is. To me, in the context of my job, it is to help organizations manage relationships and reputation across multiple channels. It may be simplified, but it helps me educate people in a digital world on how I add value as a communication professional.There are two sides to the new PR. On one hand, it is still driven very much by conduit-based communications. We develop a story and identify the best space to get it published or distributed. On the other hand, our ability to truly manage public relations must happen in a more direct manner. Social platforms, social media friendly content and community management are all aspects of the new PR that help us manage relationships and reputation. Both sides are meant to influence and impact moments.The concept of moments is something that really appealed to me when I decided to join SapientNitro because it’s a term I had been using for a while as well. For those of you who don’t know SapientNitro, we are a customer experience agency. We combine strategy, creative and technology to shape the new marketing landscape.One of the things we talk a ton about is meeting customers in the moment. When we combine moments and media, amazing things can happen.
  3. Moments happen everyday. Good moments. Bad moments. Planned moments and unexpected moments.
  4. Media are active, not passive. Today, people comment on stories and react in real-time, or after the fact. We all have a voice. Most of us have access to media, whether it’s mass or mine. I can be a consumer. A publisher. A marketer. A critic. A friend and a foe. And I’m in the know, more so than any generation ahead of me, for good or bad.
  5. As communication professionals and marketers, our job is to activate moments, whether we create them, or find and align with them.
  6. We can amplify media, again whether it is mass or mine.
  7. We meet people in the moment…
  8. And create opportunities for them to remain engaged out of the moment. We create media channels or avenues out of the moment to turn our voice into theirs. I’ll talk later about being social media friendly, but it’s a really important concept because as PR professionals, you create content that is timely, relevant and factual (at least I hope so). PR content is incredibly powerful in the context of search too. The news of the day drives activity.Bottom line, we don’t need to tell every story anymore. By sharing and suggesting, people will pick up our content – our photos, videos, sound bites, quotes, anecdotes and the like - and use it to tell their stories. That’s one of the major benefits of social in the communication mix.
  9. So at the core of this shiftis a model called Media of the Moment. I first created it about a year ago as an emerging media framework. It’s traditional. Digital. Social. Mobile. Local. All the buzz we hear in the industry fit within this model. There are four layers that ultimately get an organization closer to the audience, whether they’re a customer, an employee, a journalist or brand advocates.CONTEXT = Listen to establish insight, shape fit and drive relevanceCONVERSATION = Engage influencers and build alignment based on context and relevanceCOMMUNITY = Drive engagement with groups of people interested in brand, product, service and lifestyle messagesCAPTIVATE = Increase brand value and extend the moment across multiple channels with clearly defined intent and purpose
  10. Context surrounds usIt frames the momentIt is shaped by the “here and now” Where am I? Why am I here? Who am I with? What does this mean to me?Context opens our eyes to the options available – whether it’s a new brand, product or serviceContext may emerge through a conversation with a friend - an Internet search - an article - a product review - or advertisement, to name a few
  11. Companies with bricks and mortar locations are using technology to frame context. For example, I may see something at the checkout that catches my eye on a video display.
  12. Listening and analysis are essential to determining context and evaluating impactSome context is measurable via benchmarks and general insightsContext in the moment is hard to predict due to the number of variables – place, people, perspectiveOur director of analytics at SapientNitro and I found some common ground when it comes to measurement. He likes to put people in boxes so he can measure performance. My team likes to pull them out of boxes so we can hear their opinions, gauge their reaction and assess our perception. Successful measurement programs are rooted in context and strike a balance between performance and perception data. When combined, we get a holistic view of the brand, the organization, products, services, competitors, trends and issues from both the corporate and customer view. I don’t really get into it today, but am happy to discuss integrated measurement with anyone at a later date.
  13. Marketers need to understand consumer context and align with those conversations and communitiesThat doesn’t mean being intrusive, but respectful and useful instead
  14. So as we move out of determining and understanding context, we see that moments spur conversation with people who are personally close to “me” or close to the moment based on proximity or context. This is typically word-of-mouth and if we can identify where moments lead, we can begin to engage in meaningful dialogue.A conversation can be a point of entry for brand representatives or advocates, but as I mentioned on the last slide, respect is essential. Align with the conversation, don’t interrupt. It’s more of an art than a science. We use science to identify and understand the moments (as we saw in discussing context), but art opens eyes and ears. It’s more human. More authentic. And hopefully “of the moment.”
  15. The social space gives us invaluable insight into how people perceive our organization, brand, products, services and the issues that surround.If we’re using social insights and relationships well, we can move from contextual awareness to an understanding of the subtext which gives us cues as to why conversations are happening, where content is being sourced from and how influencers perceive the activity. Conversational dynamics help us protect and position.
  16. So what we typically do is use audience and influencer context from reports like this, to create a relationship matrix that allows us to ultimately map a network, understand and predict typical moments of influence, and prepare our content and brand representatives for conversational engagement.
  17. I still like the phrase “conversational marketing” because it speaks to the value of receiving and giving in the modern marketing mix. Conversations do two things. First, they help us move a brand or organization into a more dynamic relationship with people. They teach us about our position and role, and allow us to align or redefine across the entire marketing ecosystem. Second, conversations also force us to let go a bit. A corporation can’t have a conversation with me. But I welcome someone from the organization to engage with me. Let me, the customer, define the comfort zone. Do they want to interact in public or in private? Our interest as an organization is to have favourable conversations or constructive closure in public, but more personal (or impersonal) rants in private. I used to give a session called “When social media become unsociable” and one of the key insights from that topic that’s relevant here is empathy. Your ability to be empathetic is an important skill in effective conversational marketing. It all comes down to respect. To humanizing your communications.
  18. Beyond direct relations or conversational marketing, we can also share and repurpose our content for reputational impact. It’s impossible to be part of every conversation. Time or resources often are typically not on our side. The sheer volume and velocity of social media is daunting. I initially defined the concept of “social media friendly” to help highly regulated organizations realize opportunities in the social space. Many cannot engage but still need a voice in the dialogue. Active listening paired with social content channels and relevant perspective enable almost any organization to establish a useful presence.Now, unless you speak Swedish (which I don’t), you’re probably looking at the background here and either you get it or you don’t. It represents a good example of how companies share content that can become an integrated element of the social universe. Video, photos, commentary, behind-the-scenes footage, links to social communities and conversation are all great ways to be social media friendly. Tools like the Social Media Release often called an SMR, SMNR or Social Media 2.0 Release, and even social media newsrooms, are smart ways to create content that is not only social media friendly, but influential on search rank. Other useful tools include blogs, microblogs, community profiles (like Facebook, Google+, Twitter) and content sharing platforms (like YouTube and Flickr as shown in this example) are core elements of the contemporary PR toolkit.But don’t just share the content you have. Listen and think about where you can add value. Align with the conversation and what you see people searching for. Adopt their language. Feature your people and teach them how to participate, engage and ultimately turn experience into action. Drive people to your presence. Arm them with questions to ask the experts in their lives. Arm the experts with facts, information and connections to grow their familiarity with your perspective. Sounds familiar, doesn’t it?
  19. Respect is an even greater necessity when we evolve from more direct or intimate conversations to the group dynamic of a community. Moments spur conversation. Moments and conversations activate and ignite community. We use community to add depth and new types of moments into the mix.But remember, while we may be hosting the party, we can’t make everyone dance. We don’t own the community. We need to empower the community to define the dynamic through general terms of engagement and established tone. Your job is to manage the activity, moderate through respect, introduce (and sometimes co-create) relevant topics and seek useful feedback to drive future direction.
  20. One great example of an engaged community is the Auburn University Facebook presence. The level of engagement is phenomenal. When we look at published and contributed views, we see a very open and respectful space. Published content from the University is relevant and well received. The community dynamic allows for people to share opinions in a relatively public venue with constructive dialogue. When communities mature, its members self-police and take ownership in ruling what’s right and wrong. It’s very social. Usually egalitarian. That’s one of the challenges for organizations. Because social is such an egalitarian space, you are only equal. Authority is earned. If you want to influence, you need to participate, contribute and earn the right to be heard. This is why the PR mindset is well aligned with the social space. PR professionals specialize in earned media, which if you haven’t heard, is all the buzz right now. You listen. You adapt. You create. You relate. We just need to learn not to get so overwhelmed. Social is one-to-one and one-to-many. It can also be somewhat mass if it’s well targeted and relevant. The more you explore this world, the easier it becomes to apply your skills and expertise.
  21. I like to distinguish between manage and control. Control will kill you because it’s practically impossible (and I’d argue inappropriate) to achieve in today’s dynamic world of integrated media, marketing and communications. But you can work at managing the message, the relationship, the community, your team, and your channels.
  22. A great example of a community initiative that sufficiently lets go yet builds brand value is a property we launched for Foot Locker called Sneakerpedia. It is a niche community for “sneakerheads” and collectors. People upload photos of their fave kicks and share stories. They also react to and comment on others contributions. The goal is to create the greatest sneaker archiving wiki in the world. Being a wiki, anyone can contribute and edit the content, and community members get to know each other. You might call them “sole mates.” Anyway, beyond the core community, the brand uses established social channels to highlight activities and share unique stories. Twitter is a channel dedicated to growing followers and community by reacting to people’s tweets about their sneakers. It’s all about recognition, a concept closely related to respect.Facebook is used to share Sneakerpedia event coverage, showcase timely or relevant sneakers and aligning with sneaker celebrities. There is also a Sneakerpedia blog that showcases events, releases, collaborations, and site developments.Each extension adds depth to the Sneakerpedia community.
  23. Location is another natural community builder. Given mobile location functionality and the fact that more people access their social networks via mobile devices than computers, this is a game changer that we all need to pay attention to.We see the National Hockey League tagging and leaving tips at hockey destinations via Foursquare. Another location-based network, Gowalla, allows people and brands to create Trips. Disney is all over it. In Toronto, where I live, there is a fun trip based on places featured in the cult film, Scott Pilgrim vs. the World. MINI earlier this year created a Wanderlust campaign that encouraged MINI Space community members to answer what Wanderlust meant to them. “Wanderlust was about escaping the day-to-day and celebrating freedom from the mundane.” People mapped Wanderlust events and moments, and could invite friends to join.When we talk about meeting people in the moment, and giving them channels out of the moment, these are all great ways to engage and motivate people in a local community. Leaving tips can build brand preference, communicate useful information or issue a call to action. Ask people to use the information or share the experience. There are too many lost opportunities today and people don’t often think enough to share on their own accord.
  24. The last couple of slides spoke to both engagingcommunity and captivating people. The final element in Media of the Moment is Captivate. When people are captivated, they are more likely to spend more time in branded experiences, or take time to learn more, or step up and be an advocate. This is ultimately where we can motivate people to take action, and more significantly, drive action. Common tactics include:social gamification to bring competition and reward into the mixapps that deliver utility and create valueadvocacy initiatives that drive brand buzzloyalty programs that motivate repeat business and can spur advocacydeep or rich content that educates and engages the audienceA captivated consumer feels aligned with the brand and receives value because the experience is either relevant orpersonalized.
  25. Let me show you a great example that combines everything we’ve talked about in a truly captivating experience. This is a program called EpicMix produced by Vail Resorts. There are a couple of really great videos that you can check out at epicmix.com that show you the scale of this program. It takes your real life experience and uses RFID technology to make your day, weekend or season at the resort so convenient. Social enhancements help you see where your friends are and share your experience in a single click. A mobile companion app is always with you. Members collect points and badges as rewards for feats accomplished. Photographers roam the slopes and capture moments that are shareable via EpicMix.So, this is a phenomenal customer experience. But how do we think about it from a PR perspective? Hopefully your creative juices are flowing. There are some amazing opportunities here. Just think of all the content, all the voices, all the motivation. It’s a great example of meeting people in the moment and giving them avenues out of the moment to share their experience. This is what Media of the Moment is all about. I become the media and share your story if you give me the assets to help me tell mine.Wow.
  26. Ultimately, Media of the Moment is a model designed to pull people closer to the brand. Don’t just think of this as a customer model. It works within an organization. It works in B2B environments. It is a flow that ebbs back and forth between people on all sides of the relationship. With that said, I’m going to wrap up with our lens focused on the consumer.
  27. Media of the Moment helps us turn experience into action.
  28. Sometimes just asking is enoughProvide passionate customers with shareable digital keepsakes Photos, videos, facts, coupons, and group incentives all help people tell their stories and carry them forward
  29. Brand value is achieved when we turn experience into action It is powerful, authentic, and “of the moment”
  30. Empower others to tell your story, share your content and make your brand more relevant to themAlign to customers, employees, business partners, media
  31. If you listen and respect, you might just manage to captivate them in the moment and beyond the moment.