@LeeOdden  TopRankMarke0ng.com  Marke0ngBlog.com  

Digital Convergence Integrating Marketing & PR

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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  

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Why Should PR & Communications

Care About Digital Marketing?

@LeeOdden  @LeeOdden  #PDXCC13  

Promise of Digital Marketing

Audience Targeting

Cross Channel Integration

Adaptable, Optimizable

Highly Measurable

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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  

@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

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“Content is the currency for

building social relationships that can boost

earned media.”

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If you want to ensure your brand is in the media…

…then become the media.

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Brand Publishers Brand Journalism Content Marketing

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Facts Tell Stories Sell

@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  

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Marke0ng  Public  Rela0ons  

Adver0sing   Branding  

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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  

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The  leap  from  PR  to  Marke0ng  is  not  so  far.  

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3 BIG Trends

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1 Trend: Ubiquitous Connectivity

50 Billion connected  devices:  2020  

Source: Ericcson

Create  

Consume  

Publish  

Interact  

Transact  

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Customer Information Journey

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Voodoo  

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Customer Information Journey

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2Trend: Converged Media

Paid   Earned   Owned   Shared  

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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

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Co-Created Owned Media

Next  Closest  Popular  Preso  6,514  views  |  1  year  ago  

125k  

77k  

68k  

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Omni-­‐Channel  –  Transmedia  Storytelling  

Storytelling & Media 360

Source:  Gary  Hayes  

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3Trend: PR Transformation to IMC

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Digital Marketing Skills for PR

Messaging  Content  Marke0ng  Social  Media  SEO  Adver0sing  Measurement  

Unified    Strategy  Goals  

Resources    

What New Skills Are You Developing?

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3 BIG Qs

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LinkedIn Poll of Corp PR/Comms

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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?”

@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  

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Q2 How: Break Down Silos?

Marke0ng  

Public  Rela0ons  

Business  Units  

HQ  Corp  Com

ms  

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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  

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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

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What: Success Metrics?

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A3 Success Metrics

Source:  Don  Bartholomew,  SVP  at  Ketchum  

Goals are only as good as your ability to measure progress and

outcomes

@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  

@LeeOdden  @LeeOdden  #PDXCC13  

Create  Content   Op0mize  

Content  

Social    

Networks  

Desktop  Tablet  Mobile  

Corporate  Comms  

Blogger  

Rela0ons  

Feeling Overwhelmed?

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1 BIG Plan

@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  

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ANract  

Engage  

Op-mize  360  Model  

Convert  

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Great Content Isn’t Great Until It’s Found, Consumed & Shared

@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

@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

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Persona:  “Admin  Jane”  Influences  CEO    

Values:  =  Fast  =  Save  $  =  Service  

Fast  

Save  $  

Service  

Blog  

awareness consideration purchase retention advocacy interest

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

@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  

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@LeeOdden  @LeeOdden  #PDXCC13  

Thank You

Lee  Odden  -­‐  Consul0ng  lee@toprankmarke0ng.com  TopRankMarke-ng.com  Marke0ngBlog.com  Op0mizeBook.com