Presentation by Lee Odden, CEO of TopRank Online Marketing on The Future of Digital PR is Integrated - How to win hearts, minds and wallets with integrated marketing. PRSA International Conference 2014, Washington, D.C.

1. The Future of Digital is Integrated
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Website
Twitter
Facebook
YouTube
Flickr
LinkedIn
Slideshare
White Papers
Google+
Guides
Book
Webinars
Articles
Newsroom
Social Creation
& Curation
Guest Posts
Events
eBooks Pinterest
Blog

5. #PRSAIcon
@LeeOdden
Disruption

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12. #PRSAIcon
@LeeOdden
Algorithmic
Interes3ng

13. #PRSAIcon
@LeeOdden
Op3mize
Reader
Experience
Recommends
Content,
Tests
Images,
Social
Media
Op3miza3on

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15. #PRSAIcon
@LeeOdden
10
Years:
Journalists
54,000
to
27,000

16. #PRSAIcon
@LeeOdden
Newsroom
to
Boardroom

17. #PRSAIcon
@LeeOdden
“Our
journalism
advantage
is
shrinking”
Source:
Nieman
Journalism
Lab

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20. #PRSAIcon
@LeeOdden
If you want to ensure your brand is
in the media…
…then become the media.

21. #PRSAIcon
@LeeOdden
Convergence

22. #PRSAIcon
@LeeOdden
Why Should PR &
Communications
Care About
Digital Marketing?
Image:
ShuBerstock

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Audience Targeting
Cross Channel Integration
Adaptable, Optimizable
Highly Measurable
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“Content is the
currency for
building social
relationships
that can boost
earned media.”

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90%+ of B2B &
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32. #PRSAIcon
@LeeOdden
Brand
Involvement

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Brand Publishers
Brand Journalism
Content Marketing

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44. #PRSAIcon
@LeeOdden
Integration

45. CD;@E>5"'$ 78))9//)'$
Customer Information Journey
D("%",?$@(AB)+,%"52$
Discover
Consume $$$
Act

46. #PRSAIcon
@LeeOdden
How
Does
Your
Audience
D,
C,
A?
Photo:
ShuBerstock

47. CD;@E>5"'$ 78))9//)'$
Customer Focused Strategy
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49. #PRSAIcon
@LeeOdden
Integrated
Marke3ng
Means:
Being
the
best
answer
wherever
customers
are
looking.

50. #PRSAIcon
@LeeOdden
Digital
Marke3ng
&
PR
Planned
&
Integrated
Content
Plan:
Topics
&
Tac3cs
Anchor
eBook
Q1,
2014
Influencer
Excerpts
Email
Anchor
Report
Q2,
2014
Blog
Posts
Email
Anchor
Whitepaper
Q3,
2014
Excerpts
Influencer
Email
Anchor
Webinar
Q4,
2014
Contributed
Ar3cles
Email
Media
&
Blog
Outreach
Topics
&
Theme
Tracks
Brand
Narra3ve
U3lity
Story
Sales
Cycle
Infographic
Exec
Video
Influencer
Na3ve
Ads
Infographic
Influencer
SEO,
Social
Promo;ons
Social
Monitoring,
Web
Analy;cs,
Op;miza;on

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52. #PRSAIcon
@LeeOdden
Integrated:
Adver3sing
Focused

53. CD;@E>5"'$ 78))9//)'$
#MightyWings
McDonald's Storyline Across: TV, Microsite, Facebook,
Twitter, Instagram, YouTube - whosgotthemightywings.com
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54. #PRSAIcon
@LeeOdden
Not
So
Mighty

55. #PRSAIcon
@LeeOdden
Integrated
as
Content
ADP:
Exper3se
in
employment-­‐related
tax
compliance
Campaign:
Help
companies
understand
how
the
Affordable
Care
Act
(ACA)
affected
their
business
and
how
they
could
overcome
the
complex
compliance
challenges.

56. #PRSAIcon
@LeeOdden
Marke3ng
Communica3ons
Mix
Integrated
Content
Program:
Thought
Leadership
Lead
Genera3on
Lead
Nurturing
Sales
Campaigns
Proposal
Tools
Nurtured
24,000
contacts
39.5%
Open
Rate
12
webcasts
11,000
registrants
62%
aBendee
rate
Influenced
$20
million
in
closed
revenue

57. #PRSAIcon
@LeeOdden
Customer
Focused
Resources

58. CD;@E>5"'$ 78))9//)'$
])#,$G&,%+&SA3"'$

59. #PRSAIcon
@LeeOdden
Offers
&
CTAs

60. #PRSAIcon
@LeeOdden
Lesson
to
Learn
• Customer
Focused
• Content
Focused
• Clear
Goals
• Assets
that
support
the
en3re
sales
cycle
• Discover,
Consume,
Act
• Con3nuous
Performance
Op3miza3on
-­‐
Adaptable

61. #PRSAIcon
@LeeOdden
An
Integrated
Approach

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Who are you
writing for?
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If You’re Not Growing, You’re Dying

70. #PRSAIcon
@LeeOdden
3
Key
Takeaways
You
want
in
the
media?
Become
the
media!
Build
amplifica3on
into
the
content
design
process
-­‐
be
the
best
answer,
wherever
customers
are
looking
Keep
content
accountable
across
channels
–
aBract,
engage,
convert
1
2
3

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72. #PRSAIcon
@LeeOdden