4. The reason?
There is a new reality
CHANGING AUTHORITY HAS
CONTEXTS & BEEN DISPERSED
HIERARCHIES
A MEDIA SOCIETAL AND
LANDSCAPE IN ATTITUDINAL
CONSTANT FLUX SHIFTS
CONVERSATIONS
SOCIAL MEDIA IS START ANYWHERE–
MAINSTREAM & INVOLVE
INFLUENCERS OF
MEDIA
ALL TYPES
5. A New era of inter-communications
• Consumers are more closely connected to
businesses, brands and governments
• NGOs impact how a government, business,
brand or consumer behaves
• Inter-connected factors can threaten a
company’s or a country License to Operate
• New coalitions can emerge based on shared
and mutual interests - Capable of delivering
political, social or commercial change …
without structure or formal leadership
6. Changing the consumers ´role
MOVING FROM… …TO
Buying what’s sold… …Co-stewarding what’s purchased
Relying on critics… …Being the critics
Trust in others’ actions… …Trust in my actions
Believing stories… …Telling stories
Viewers of content… …Creators of content
7. As well as the Media Landscape
Fewer Different Mass Less control
reporters news is dead of message
approach More difficult
The pitch More sources,
Continual to aggregate unpredictable
and catch audiences
model filing, more flow of
eroding opinionated, information
more video
and short
form content
9. In this context of changes
• Interconnections - Culture of sharing
• A new consumer – More Active & Engaged
• New Media Landscape in constant flux
• Social Media platforms
11. Analyze and Listen with Intelligence
What is your company/brand situation?
How is your business
landscape?
What do you expect ?
12. Define the strategy
Use relevant insights to fundament the strategy...
An strategy able to meet the outcomes expected
13. Ideate & Planning
Define the IDEA that brings the strategy to life
Create a 360º Programme
• Creative CONTENTS
• Multiple CHANNELS
• Different APPROACHES
14. Activate & Evaluate
Participate in the conversation
Socialize media relations
Champion Open Advocacy
Build Active Partnerships
EVALUATE, MEASURE AND RESHAPE IF NECCESARY
15. With special emphasis…
Stories built on delivering strategic messages with compelling
visuals
Multiple layers of media & different languages
Use one medium to drive another (print to TV, blogs to radio, TV
to blogs, etc.)
Maximize existing relationships and constantly seek new ones
Continuous monitoring and response to timely news stories;
look for opportunities and be part of them
Target stories to reach the action consumer
16. “Symbiotic Relationship”
Social Media –
Content – Drives
Amplifies your brand
participation and
and makes your brand
gives users the ability Social Media
Content: shareable while
to share, co-create Amplifies
Builds building trust through
and talk about your Content &
Engagement Conversation people & places that
brand.
users care about
Search:
Makes your brand
visible and findable
Search – Makes your
brand findable, making
it more likely to be part
of the consideration
process
17. Some good examples
Tourism Queensland
GE ecomagination Challenge:
Powering the Grid
18. In summary…
UNDERSTANDING
CONTENTS OF EMERGING
AT THE VERY MEDIA
CORE CHANNELS
SOCIAL DIALOGUE, NOT
CONSCIENCE MONOLOGUE
APPETITE SHARED OR
BUILDING FOR RISK...
TRUST COMMON
BREAKING TERRITORY
THE MOLD
