3. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
RAIDIOUSWORKSWITHSOMEOFTHEWORLD’SLARGESTBRANDS,INREAL-TIME.
>3
12. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >12
OWNEDMEDIA
EARNEDMEDIAPAIDMEDIABuy
Build
Borrow
CUSTOMERSONLYCOMEFROMAUDIENCES.THREEWAYSTOGETTHEM:
What Raidious Does
What PR Firms DoWhat Ad Agencies Do
13. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
THEREARETHREEVERYKEYSHIFTSTHATHAVECHANGEDTHEWAYWEPLAN+EXECUTE.
>13
Key Shifts:
3
17. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
SHIFT:THETHREETHINGSTHATBROKETRADITIONALMARKETINGSTRATEGY
1.THENEEDTOLISTENINREALTIME
!
2.THENEEDTORESPONDINREALTIME
!
3.THENEEDTOPLANFORWHATYOUCAN’TPLANFOR
!
PREMISE:ALLMEDIAISSOCIALANDSHAREABLE.ALLMEDIAISREAL-TIME.ALLMEDIAISALWAYS-ON.
ANYONEANDEVERYONEISMEDIA.ETC.ADNAUSEUM. SOWHAT?
!
SO-LINEAR,CAMPAIGN-STYLESTRATEGICANDTACTICALPLANNINGISBROKEN.
SO-MOREAGILESTRATEGYISAPRE-REQUISITETOMOREAGILEEXECUTION.
SO-BRANDSMUSTDEVISEANEWSTRATEGICFRAMEWORKTODEALWITHTODAY’SMEDIA.
>17
18. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
brand strategy personae
risk
metadata
engagement
discovery business case
distributiontopography
>18
•IT HAS TO BE A GUARDRAILS APPROACH
!
•IT HAS TO PROVIDE GUIDANCE FOR QUESTIONS WE
CAN ANTICIPATE, AND SOME WE CAN’T
!
•IT HAS TO PROTECT THE BRAND FIRST AND FOREMOST.
!
•IT HAS TO BE AUDIENCE-CENTRIC, CONTENT DRIVEN,
AND CHANNEL AGNOSTIC.
STRATEGY:8CONSIDERATIONSFORDEVELOPINGA
REAL-TIMESTRATEGICMARKETINGFRAMEWORK.
20. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
STAFFING-HOWMARKETINGUSEDTOBEORGANIZED:
>20
PUBLICRELATIONS
COMMUNITYRELATIONS
EMAIL
SOCIAL
ECOMWEBSITE
BLOG
IT/IS
SALES/CLIENTSERVICE
MERCHANDISING
SEARCH
MARKETING/ADVERTISING
MOBILE
THERESTOF
THEENTERPRISE
21. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >21
OWNEDMEDIA
EARNEDMEDIAPAIDMEDIA
HOWMARKETINGTEAMSSHOULDBEORGANIZEDTODAY:
paid media team
ad agency
earned media team
pr agency
owned media team
+ external partners
owns all brand content
oversees all owned media channels
responsible for audience development
owns all influencer relationships
oversees all earned media channels
responsible for generating press
owns overall creative / big idea
oversees all paid media channels
responsible for buying audience
brand promise
(integration)
OWNED MEDIA IS THE MISSING LINK IN INTEGRATED MARKETING.
30. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
Everything we make is based on a rundown.
!
We create and publish relevant, engaging, remarkable
content on brand-owned media to grow audience.
!
We monitor our audience, and react to new information.
!
We engage directly with the audience.
!
We measure all platforms individually and collectively to
understand how our audience is reacting to content.
STRUCTURE:THE5M’SENG-STYLEPRODUCTIONPROCESS
>30
make
manage
monitor
moderate
measure
31. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
SPACE:THEFINALFRONTIER
>31
DOYOUNEEDANACTUALROOMFORYOURNEWSROOM?
!
PROBABLYNOT-BUTITSUREDOESHELP.
!
CRITICALISSUESONSPACE:
-LINEOFSIGHT
-SPACETOCOLLABORATE
-SCREENREALESTATE
-BUYGREATCHAIRS
-BUYGREATMONITORS
!
-YOUPROBABLYDON’T“NEED”ABIG
OLDMONITORWALL,BUTITDOESHELP.
32. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >32
THEMARKETINGTECHSTACK
34. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
YOURMARKETINGTECHSTACKDOESNOTHINGWITHOUTPEOPLEANDCONTENT.
>34