SlideShare ist ein Scribd-Unternehmen logo
1 von 56
PRP Group for Johnson&Johnson Russia

DIGITAL COMMUNICATIONS
BEFORE WE START…

How many of you blog?
How many of you read blogs?
How many social networks do you participate in?
How many people you are connected to?
How many of you participate in forums?
How many of you leave comments under articles online?
How many of you read forums and comments?
How many of you google your company/brand name on a
regular basis?
How many of you have ever googled yourselves?
We all already know that the communications
                     landscape has changed…

                     …so the consumers did
They are the believers
They have emotions
They speak out
They stand on a virtual soapbox
They influence what others do
They pull others along
They can change everything
WHAT’S HAPPENING TO TARGET AUDIENCE?

Individuals are increasingly looking to
each other - not institutions - for news,
information and recommendations



Individuals actively join/create different
communities and groups based on
common values


Individuals passionately become online
exhibitionists
THIS IS HOW IT WORKS


               OFFLINE
               activities
              (grassroots)


 ONLINE
activities
(net-roots)


                            Reputation
WHAT CONSUMERS CAN DO ONLINE?

self express              watch/share/store
communicate               video
share the opinion         read
collaborate               shop/sell
save/store/share/search   flirt
info                      listen/share/store music
play                      and much more…
WHAT COMPANIES CAN DO?

communicate (clients,       manage
personnel, public in        business/projects
general, government         manage client relations
etc)                        (CRM)
promote                     sell service/product
service/product             buy service/product
search/hire/educate/pe      research
rsonnel                     audience/product/etc
                            build image/loyalty
interact
                            and much more….
WHAT IS DIGITAL COMMUNICATIONS?
                  One Click
                  Word-of-
                   Mouth


                                 Two-Way
  Creative
                                   Public
Story-Telling
                                Interaction




                                 Speed-to-
Cost-Effective                     Market
                                Information


                 1-to-1 Image
                   Building
WHAT PEOPLE DO WE NEED?



Addicts    Alphas          Bees             Normal people             Morons
  2%         8%            25%                  55%                    10%



      Stage A            Stage B                Stage C




    We need bees - they generate 80%-90% of positive content in web
TRANSPARENCY


AUTHENTICY


PARTICIPATION
KEY TOOLS AND EXAMPLES
TO BLOG OR NOT TO BLOG?

If you have something to say to others
If you need an informal platform to express yourself
If you share trustworthy and valuable information
   Strengthen you facts with hyperlinks
If you are a creative story-teller
   Medium length posts
   Photo and video content
   Regularly update/dynamic information flow
   Sense of humor 
If you know that others need
   Sharing functions (RSS, subscribe for the updates, bookmarks, send a
   friend)
   Possibility to leave comments and receive replies
   Search functions and correct tags
PERSONAL BLOGS: WAY OF LIFE
PERSONAL BLOGS: NICHE




http://www.4all.aidoru.it/
CASHLESS LIFE: REAL LIFE EXPERIENCE BLOG –
                    EDUCATE AND INTERACT
MICROBLOGGING (TWITTER)


                                            A trend?
                                        A noise of news?
                                       ‘tinyurl’ spamming?
                                      Schizophrenics notes?




     ICQ-ing to the world
 Another level of privacy(what
are you doing now? – the peak
       of ‘exhibitionism’)
  Fast growing source of real
            opinions
    New way of searching
 information (twitter search)
SOCIAL NETWORKS AND COMMUNITIES:
                           TO BE OR NOT TO BE?

                                 Do you need to be everywhere?
                                    Are you ready to share?
                                  Will you engage and interact?




Be where your TA is and where
           you fit
       Give you network
   info, videos, news, links –
everything what describes your
             lifestyle
Do not double content – adopt
    it to TA expectations
 Engage – generate activities
LEVELS OF ENGAGEMENT IN SN&COMM-S

Create your profile/group
Find supporters
   Your friends, friends of your friends, and their friends and enemies
   and enemies of your enemies
Plan and attend events
   Online invitations – offline events
Network with friends
   Join groups
Become a fan
Spread information
It is a game!
ADIDAS AT FACEBOOK
FACEBOOK APPLICATIONS

iTunes
Twitter
LJ
….
PHOTOCOMMUNITY
ON-LINE PROJECT
                FOR WOMEN QUELLE-CLUB.RU
GOALS:
•   Creating interactive web-space for Quelle customers and attraction new
•   Positioning Quelle as an expert in the world fashion industry
•   Developing actual content for the target audience and unobtrusive
    integration of the Quelle brand
IMPLEMENTATION:
•   Development of the Quelle Club concept – “My collection” (collection of
    ideas, advice, emotions, gifts)
•   Negotiations with potential experts (cosmetologist, stylist, designer,
    psychologist) and celebrities – for the work on the portal
•   On-going forum moderation, initiation of the actual topics
•   Development of the print version of the portal purposely of direct
    mailing for Quelle customers
•   Weekly texts update, selection of visual
•   Market monitoring and overview, quarterly consultation of the
    customers
RESULTS:
•   Admitted by the client as a sales driving and profit generating tool
•   High level of the portal visiting was achieved before use of advertising
    methods of promotion (after one month of the site work the following
    statistics was attained: 3 445 057 hits, 1 958 776 viewed pages, 53 653
    visits, 40 319 unique visitors)
•   Weekly professional consultations, very popular among visitors, were
    get;
•   Active forum is in work
•   Specialists of Quelle club, involved in the mass media work, confirm
    expert status
PODCASTING

No time to read – better to
scroll&grab
   Photo content
   Video content
   Audio content
Hints
   Correct tagging
   Short catchy descriptions
   Sharing possibilities
   (URL, embed, full
   screen, download and store
   functions)
PERSONAL FHOTOCASTS
POSTSECRET
• www.postsecret.blogspot.com
VIDEO CHANNEL
STREAMING VIDEO
SOCIAL MEDIA MARKETING/OPTIMIZATION
“More companies should learn: It's not about them, but
  about what their customers are saying about them”




       “Engagement is all about making it relevant to the
                                              consumer”
RELATIONS WITH BLOGGERS

Do you pay media to white about you? So why to pay bloggers?
   Utkonos.ru case
Being part of the community
   Commenting and bringing up discussions on the forums
   Commenting in blog communities/blogs
  Forums&blogs research
     Analyzing and monitoring (daily) topics
     Spotting and analyzing opinion leaders
     Spotting active commentators (employers and clients included)
     Spotting virtual teams
  Creating base for future communication
     Starting topics
     Building relations with opinion leaders
     Briefing company speakers – many employees are in the forums and blogs
  Normal communication
     Developing “social releases” and providing information to opinion leaders
     Comm dep in the web: providing official information
LONGTERM RELATIONS WITH ONLINE COMMUNITY

They are your stakeholders, not just a target audience active
online
Blogger relations is not about business , it is about love
Learn more about him, inform him, entertain him, tease
him….
      I am afraid to think what’s gonna be next…
VIRAL STRATEGIES
Mentos and Diet
Coke
Minicooper
SONY Bravia
Yes we can
OTHER USEFUL TOOLS
BOOKMARKS
SLIDESHARE
DIRECT MESSAGING

• E-mail or SMS
• Pay attention to the topic
• Pay attention to the content
   – Short
   – Clear message
   – Personalized
• Pay attention to the design
WIDGETS
MAPS
• Google maps   • Wikimapia
• Yandex maps   • Panoramio
GOOGLE ALERTS
GOOGLE ANALYTICS
GOOGLE TRENDS
OUR APPROACH

IDENTIFY     ANALIZE       CREATE   PRODUCE      SHARE     SOCIALIZE



           Snapshot
           Landscape
           Analysis
           Conversations
           Search
           Competitive
           Trends
           Advocates




 TUNE      PARTICIPATE     SEARCH    MOBILIZE    MONITOR    MEASURE
ikepych@prp.com.ua

THANK YOU!

Weitere ähnliche Inhalte

Was ist angesagt?

Social Media - handout workshop for Hoteliers
Social Media - handout workshop for HoteliersSocial Media - handout workshop for Hoteliers
Social Media - handout workshop for HoteliersPeter Langela
 
Social Media Training Workshop for Small Business
Social Media Training Workshop for Small BusinessSocial Media Training Workshop for Small Business
Social Media Training Workshop for Small BusinessWeb.com
 
What Is Social Media - Blog Philadelphia
What Is Social Media - Blog PhiladelphiaWhat Is Social Media - Blog Philadelphia
What Is Social Media - Blog PhiladelphiaHoward Greenstein
 
Online Social Networking
Online Social Networking Online Social Networking
Online Social Networking Kristen Bonk
 
New Mexico AMA - Social Media Marketing
New Mexico AMA - Social Media MarketingNew Mexico AMA - Social Media Marketing
New Mexico AMA - Social Media MarketingDana Vanden Heuvel
 
An Introduction to Digital Marketing & Social Media
An Introduction to Digital Marketing & Social MediaAn Introduction to Digital Marketing & Social Media
An Introduction to Digital Marketing & Social Mediabizeez communications
 
WordPress for NonProfits: Top Ten Elements Every Website Should Have
WordPress for NonProfits: Top Ten Elements Every Website Should HaveWordPress for NonProfits: Top Ten Elements Every Website Should Have
WordPress for NonProfits: Top Ten Elements Every Website Should Haveguidecreative
 
The Social Era and Your Business
The Social Era and Your BusinessThe Social Era and Your Business
The Social Era and Your BusinessEric Swain
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small BusinessKelly Rice
 
Social Media SGIA
Social Media SGIASocial Media SGIA
Social Media SGIAMandel Live
 
Social Media For Retail and Tourism
Social Media For Retail and Tourism Social Media For Retail and Tourism
Social Media For Retail and Tourism Karl Morris
 
Reality Check: 5 PR Imperatives
Reality Check: 5 PR  ImperativesReality Check: 5 PR  Imperatives
Reality Check: 5 PR ImperativesKevin Dugan
 
TopTenWebTricksForYourSchool
TopTenWebTricksForYourSchoolTopTenWebTricksForYourSchool
TopTenWebTricksForYourSchoolguidecreative
 
Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | Apr...
Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | Apr...Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | Apr...
Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | Apr...Wendy Soucie
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small BusinessEmilio Silvas
 

Was ist angesagt? (20)

Social Media - handout workshop for Hoteliers
Social Media - handout workshop for HoteliersSocial Media - handout workshop for Hoteliers
Social Media - handout workshop for Hoteliers
 
Social Media Training Workshop for Small Business
Social Media Training Workshop for Small BusinessSocial Media Training Workshop for Small Business
Social Media Training Workshop for Small Business
 
What Is Social Media - Blog Philadelphia
What Is Social Media - Blog PhiladelphiaWhat Is Social Media - Blog Philadelphia
What Is Social Media - Blog Philadelphia
 
Online Social Networking
Online Social Networking Online Social Networking
Online Social Networking
 
New Mexico AMA - Social Media Marketing
New Mexico AMA - Social Media MarketingNew Mexico AMA - Social Media Marketing
New Mexico AMA - Social Media Marketing
 
An Introduction to Digital Marketing & Social Media
An Introduction to Digital Marketing & Social MediaAn Introduction to Digital Marketing & Social Media
An Introduction to Digital Marketing & Social Media
 
WordPress for NonProfits: Top Ten Elements Every Website Should Have
WordPress for NonProfits: Top Ten Elements Every Website Should HaveWordPress for NonProfits: Top Ten Elements Every Website Should Have
WordPress for NonProfits: Top Ten Elements Every Website Should Have
 
The Social Era and Your Business
The Social Era and Your BusinessThe Social Era and Your Business
The Social Era and Your Business
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small Business
 
White Paper PDF
White Paper PDFWhite Paper PDF
White Paper PDF
 
Social Marketing Best Practices Workshop #2
Social Marketing Best Practices Workshop #2Social Marketing Best Practices Workshop #2
Social Marketing Best Practices Workshop #2
 
Social Media SGIA
Social Media SGIASocial Media SGIA
Social Media SGIA
 
Social Media For Retail and Tourism
Social Media For Retail and Tourism Social Media For Retail and Tourism
Social Media For Retail and Tourism
 
Reality Check: 5 PR Imperatives
Reality Check: 5 PR  ImperativesReality Check: 5 PR  Imperatives
Reality Check: 5 PR Imperatives
 
Nyxpofinal
NyxpofinalNyxpofinal
Nyxpofinal
 
Healthcare and Social Media
Healthcare and Social MediaHealthcare and Social Media
Healthcare and Social Media
 
TopTenWebTricksForYourSchool
TopTenWebTricksForYourSchoolTopTenWebTricksForYourSchool
TopTenWebTricksForYourSchool
 
Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | Apr...
Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | Apr...Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | Apr...
Social Media for Community Building | Ice Age Trail Alliance Annual Mtg | Apr...
 
Expanding Your Digital Footprint
Expanding Your Digital FootprintExpanding Your Digital Footprint
Expanding Your Digital Footprint
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small Business
 

Andere mochten auch

What Creativity Needs From Planning
What Creativity Needs From PlanningWhat Creativity Needs From Planning
What Creativity Needs From PlanningVCU Brandcenter
 
BE YOUR OWN CLIENT: Monetizing Your Agency's Creativity Beyond Advertising
BE YOUR OWN CLIENT: Monetizing Your Agency's  Creativity Beyond AdvertisingBE YOUR OWN CLIENT: Monetizing Your Agency's  Creativity Beyond Advertising
BE YOUR OWN CLIENT: Monetizing Your Agency's Creativity Beyond AdvertisingVCU Brandcenter
 
What Technology Wants from Planning
What Technology Wants from PlanningWhat Technology Wants from Planning
What Technology Wants from PlanningVCU Brandcenter
 
The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...
The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...
The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...VCU Brandcenter
 
Chasing Insights with Google
Chasing Insights with GoogleChasing Insights with Google
Chasing Insights with GoogleVCU Brandcenter
 
The Evolving Role of Advertising
The Evolving Role of AdvertisingThe Evolving Role of Advertising
The Evolving Role of AdvertisingVCU Brandcenter
 

Andere mochten auch (7)

What Creativity Needs From Planning
What Creativity Needs From PlanningWhat Creativity Needs From Planning
What Creativity Needs From Planning
 
BE YOUR OWN CLIENT: Monetizing Your Agency's Creativity Beyond Advertising
BE YOUR OWN CLIENT: Monetizing Your Agency's  Creativity Beyond AdvertisingBE YOUR OWN CLIENT: Monetizing Your Agency's  Creativity Beyond Advertising
BE YOUR OWN CLIENT: Monetizing Your Agency's Creativity Beyond Advertising
 
What Technology Wants from Planning
What Technology Wants from PlanningWhat Technology Wants from Planning
What Technology Wants from Planning
 
The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...
The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...
The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...
 
Chasing Insights with Google
Chasing Insights with GoogleChasing Insights with Google
Chasing Insights with Google
 
The Future of Strategy
The Future of StrategyThe Future of Strategy
The Future of Strategy
 
The Evolving Role of Advertising
The Evolving Role of AdvertisingThe Evolving Role of Advertising
The Evolving Role of Advertising
 

Ähnlich wie What is Digital Comms short

Brian Giesen - POI Presentation
Brian Giesen - POI PresentationBrian Giesen - POI Presentation
Brian Giesen - POI PresentationRoss Dawson
 
AMA Symposium 2008
AMA Symposium 2008AMA Symposium 2008
AMA Symposium 2008TargetX
 
Vlerick Consumer Goods Conference
Vlerick Consumer Goods ConferenceVlerick Consumer Goods Conference
Vlerick Consumer Goods ConferenceAnnemieke Demuynck
 
Victorian Small Business Festival 2012 - Social media presentation - Carolyn...
Victorian Small Business Festival 2012 -  Social media presentation - Carolyn...Victorian Small Business Festival 2012 -  Social media presentation - Carolyn...
Victorian Small Business Festival 2012 - Social media presentation - Carolyn...BusinessVictoria
 
What the Heck is Social Media?
What the Heck is Social Media?What the Heck is Social Media?
What the Heck is Social Media?Avatar Media
 
Social Media for BR&E
Social Media for BR&ESocial Media for BR&E
Social Media for BR&ESara Dunnigan
 
Attraction Social Media Intro
Attraction Social Media IntroAttraction Social Media Intro
Attraction Social Media IntroLars Toftefors
 
Akron SCORE "Selling with Social Media" Strategic Workshop
Akron SCORE "Selling with Social Media" Strategic WorkshopAkron SCORE "Selling with Social Media" Strategic Workshop
Akron SCORE "Selling with Social Media" Strategic WorkshopRalph J. Davila, APR
 
Social Media - Power to the People
Social Media - Power to the PeopleSocial Media - Power to the People
Social Media - Power to the PeopleKUNGDESIGN
 
Social Media And Advertising 1196991487121589 4
Social Media And Advertising 1196991487121589 4Social Media And Advertising 1196991487121589 4
Social Media And Advertising 1196991487121589 4mtk4
 
Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07Eric Weaver
 
Social Media Overview
Social Media OverviewSocial Media Overview
Social Media OverviewOpus Creative
 
Social Media For Small Business - Smart Solutions
Social Media For Small Business - Smart SolutionsSocial Media For Small Business - Smart Solutions
Social Media For Small Business - Smart SolutionsMark Knowles
 
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...Greg Cangialosi
 
What the Tweet is going on?
What the Tweet is going on?What the Tweet is going on?
What the Tweet is going on?Spiral16
 
AYN Brand : Branding 2.0 Workshop
AYN Brand : Branding 2.0 WorkshopAYN Brand : Branding 2.0 Workshop
AYN Brand : Branding 2.0 WorkshopGrace Rodriguez
 

Ähnlich wie What is Digital Comms short (20)

Brian Giesen - POI Presentation
Brian Giesen - POI PresentationBrian Giesen - POI Presentation
Brian Giesen - POI Presentation
 
AMA Symposium 2008
AMA Symposium 2008AMA Symposium 2008
AMA Symposium 2008
 
Vlerick Consumer Goods Conference
Vlerick Consumer Goods ConferenceVlerick Consumer Goods Conference
Vlerick Consumer Goods Conference
 
Victorian Small Business Festival 2012 - Social media presentation - Carolyn...
Victorian Small Business Festival 2012 -  Social media presentation - Carolyn...Victorian Small Business Festival 2012 -  Social media presentation - Carolyn...
Victorian Small Business Festival 2012 - Social media presentation - Carolyn...
 
What the Heck is Social Media?
What the Heck is Social Media?What the Heck is Social Media?
What the Heck is Social Media?
 
QRCA - Philadelphia
QRCA - PhiladelphiaQRCA - Philadelphia
QRCA - Philadelphia
 
Social Media for BR&E
Social Media for BR&ESocial Media for BR&E
Social Media for BR&E
 
Attraction Social Media Intro
Attraction Social Media IntroAttraction Social Media Intro
Attraction Social Media Intro
 
Akron SCORE "Selling with Social Media" Strategic Workshop
Akron SCORE "Selling with Social Media" Strategic WorkshopAkron SCORE "Selling with Social Media" Strategic Workshop
Akron SCORE "Selling with Social Media" Strategic Workshop
 
Social Media - Power to the People
Social Media - Power to the PeopleSocial Media - Power to the People
Social Media - Power to the People
 
Intro to Social Networking
Intro to Social NetworkingIntro to Social Networking
Intro to Social Networking
 
Social Media And Advertising 1196991487121589 4
Social Media And Advertising 1196991487121589 4Social Media And Advertising 1196991487121589 4
Social Media And Advertising 1196991487121589 4
 
Sscc2
Sscc2Sscc2
Sscc2
 
Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07
 
Social Media Overview
Social Media OverviewSocial Media Overview
Social Media Overview
 
Social Media For Small Business - Smart Solutions
Social Media For Small Business - Smart SolutionsSocial Media For Small Business - Smart Solutions
Social Media For Small Business - Smart Solutions
 
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...
 
Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11Social Media Presented By Ritz Marketing 2.16.11
Social Media Presented By Ritz Marketing 2.16.11
 
What the Tweet is going on?
What the Tweet is going on?What the Tweet is going on?
What the Tweet is going on?
 
AYN Brand : Branding 2.0 Workshop
AYN Brand : Branding 2.0 WorkshopAYN Brand : Branding 2.0 Workshop
AYN Brand : Branding 2.0 Workshop
 

Mehr von Iryna Kepych

Fantaitaliando @ Liberamente 18.01.2019
Fantaitaliando @ Liberamente 18.01.2019Fantaitaliando @ Liberamente 18.01.2019
Fantaitaliando @ Liberamente 18.01.2019Iryna Kepych
 
Fantaitaliando @ Liberamente 18.01.2019
Fantaitaliando @ Liberamente 18.01.2019Fantaitaliando @ Liberamente 18.01.2019
Fantaitaliando @ Liberamente 18.01.2019Iryna Kepych
 
Ukrainian Digital Map Slide
Ukrainian Digital Map SlideUkrainian Digital Map Slide
Ukrainian Digital Map SlideIryna Kepych
 
Marketing places creds
Marketing places credsMarketing places creds
Marketing places credsIryna Kepych
 
Colin Byrne Advocacy
Colin Byrne AdvocacyColin Byrne Advocacy
Colin Byrne AdvocacyIryna Kepych
 
Internship at PRP Ukraine
Internship at PRP UkraineInternship at PRP Ukraine
Internship at PRP UkraineIryna Kepych
 
V Kaskiv E Pres D2 S6
V Kaskiv E Pres D2 S6V Kaskiv E Pres D2 S6
V Kaskiv E Pres D2 S6Iryna Kepych
 
M Kmit E Pres D2 S5
M Kmit E Pres D2 S5M Kmit E Pres D2 S5
M Kmit E Pres D2 S5Iryna Kepych
 
Euro2012 Bucc March Event
Euro2012 Bucc March EventEuro2012 Bucc March Event
Euro2012 Bucc March EventIryna Kepych
 
Результати дослідження про вплив кризи на комунікаційну політику роботодавців
Результати дослідження про вплив кризи на комунікаційну політику роботодавцівРезультати дослідження про вплив кризи на комунікаційну політику роботодавців
Результати дослідження про вплив кризи на комунікаційну політику роботодавцівIryna Kepych
 

Mehr von Iryna Kepych (11)

Fantaitaliando @ Liberamente 18.01.2019
Fantaitaliando @ Liberamente 18.01.2019Fantaitaliando @ Liberamente 18.01.2019
Fantaitaliando @ Liberamente 18.01.2019
 
Fantaitaliando @ Liberamente 18.01.2019
Fantaitaliando @ Liberamente 18.01.2019Fantaitaliando @ Liberamente 18.01.2019
Fantaitaliando @ Liberamente 18.01.2019
 
Ukrainian Digital Map Slide
Ukrainian Digital Map SlideUkrainian Digital Map Slide
Ukrainian Digital Map Slide
 
Marketing places creds
Marketing places credsMarketing places creds
Marketing places creds
 
Place Marketing
Place MarketingPlace Marketing
Place Marketing
 
Colin Byrne Advocacy
Colin Byrne AdvocacyColin Byrne Advocacy
Colin Byrne Advocacy
 
Internship at PRP Ukraine
Internship at PRP UkraineInternship at PRP Ukraine
Internship at PRP Ukraine
 
V Kaskiv E Pres D2 S6
V Kaskiv E Pres D2 S6V Kaskiv E Pres D2 S6
V Kaskiv E Pres D2 S6
 
M Kmit E Pres D2 S5
M Kmit E Pres D2 S5M Kmit E Pres D2 S5
M Kmit E Pres D2 S5
 
Euro2012 Bucc March Event
Euro2012 Bucc March EventEuro2012 Bucc March Event
Euro2012 Bucc March Event
 
Результати дослідження про вплив кризи на комунікаційну політику роботодавців
Результати дослідження про вплив кризи на комунікаційну політику роботодавцівРезультати дослідження про вплив кризи на комунікаційну політику роботодавців
Результати дослідження про вплив кризи на комунікаційну політику роботодавців
 

Kürzlich hochgeladen

Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxRich Reba
 
Interoperability and ecosystems: Assembling the industrial metaverse
Interoperability and ecosystems:  Assembling the industrial metaverseInteroperability and ecosystems:  Assembling the industrial metaverse
Interoperability and ecosystems: Assembling the industrial metaverseSiemens
 
Fundamentals Welcome and Inclusive DEIB
Fundamentals Welcome and  Inclusive DEIBFundamentals Welcome and  Inclusive DEIB
Fundamentals Welcome and Inclusive DEIBGregory DeShields
 
5 Digital Onboarding Trends To Watch In 2024.pdf
5 Digital Onboarding Trends To Watch In 2024.pdf5 Digital Onboarding Trends To Watch In 2024.pdf
5 Digital Onboarding Trends To Watch In 2024.pdfVeri5digital
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersPeter Horsten
 
Kyryl Truskovskyi: Training and Serving Open-Sourced Foundational Models (UA)
Kyryl Truskovskyi: Training and Serving Open-Sourced Foundational Models (UA)Kyryl Truskovskyi: Training and Serving Open-Sourced Foundational Models (UA)
Kyryl Truskovskyi: Training and Serving Open-Sourced Foundational Models (UA)Lviv Startup Club
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...SOFTTECHHUB
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesAurelien Domont, MBA
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...Hector Del Castillo, CPM, CPMM
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi Bazaar
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextP&CO
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Aggregage
 
Planetary and Vedic Yagyas Bring Positive Impacts in Life
Planetary and Vedic Yagyas Bring Positive Impacts in LifePlanetary and Vedic Yagyas Bring Positive Impacts in Life
Planetary and Vedic Yagyas Bring Positive Impacts in LifeBhavana Pujan Kendra
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Careerr98588472
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers referencessuser2c065e
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfShashank Mehta
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHelp Desk Migration
 
Driving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerDriving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerAggregage
 

Kürzlich hochgeladen (20)

Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptx
 
Interoperability and ecosystems: Assembling the industrial metaverse
Interoperability and ecosystems:  Assembling the industrial metaverseInteroperability and ecosystems:  Assembling the industrial metaverse
Interoperability and ecosystems: Assembling the industrial metaverse
 
Fundamentals Welcome and Inclusive DEIB
Fundamentals Welcome and  Inclusive DEIBFundamentals Welcome and  Inclusive DEIB
Fundamentals Welcome and Inclusive DEIB
 
5 Digital Onboarding Trends To Watch In 2024.pdf
5 Digital Onboarding Trends To Watch In 2024.pdf5 Digital Onboarding Trends To Watch In 2024.pdf
5 Digital Onboarding Trends To Watch In 2024.pdf
 
EUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exportersEUDR Info Meeting Ethiopian coffee exporters
EUDR Info Meeting Ethiopian coffee exporters
 
Kyryl Truskovskyi: Training and Serving Open-Sourced Foundational Models (UA)
Kyryl Truskovskyi: Training and Serving Open-Sourced Foundational Models (UA)Kyryl Truskovskyi: Training and Serving Open-Sourced Foundational Models (UA)
Kyryl Truskovskyi: Training and Serving Open-Sourced Foundational Models (UA)
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and Templates
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptx
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider context
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
 
Authentically Social - presented by Corey Perlman
Authentically Social - presented by Corey PerlmanAuthentically Social - presented by Corey Perlman
Authentically Social - presented by Corey Perlman
 
WAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdfWAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdf
 
Planetary and Vedic Yagyas Bring Positive Impacts in Life
Planetary and Vedic Yagyas Bring Positive Impacts in LifePlanetary and Vedic Yagyas Bring Positive Impacts in Life
Planetary and Vedic Yagyas Bring Positive Impacts in Life
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Career
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers reference
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your Business
 
Driving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerDriving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon Harmer
 

What is Digital Comms short

  • 1. PRP Group for Johnson&Johnson Russia DIGITAL COMMUNICATIONS
  • 2. BEFORE WE START… How many of you blog? How many of you read blogs? How many social networks do you participate in? How many people you are connected to? How many of you participate in forums? How many of you leave comments under articles online? How many of you read forums and comments? How many of you google your company/brand name on a regular basis? How many of you have ever googled yourselves?
  • 3. We all already know that the communications landscape has changed… …so the consumers did
  • 4. They are the believers
  • 7. They stand on a virtual soapbox
  • 10. They can change everything
  • 11. WHAT’S HAPPENING TO TARGET AUDIENCE? Individuals are increasingly looking to each other - not institutions - for news, information and recommendations Individuals actively join/create different communities and groups based on common values Individuals passionately become online exhibitionists
  • 12. THIS IS HOW IT WORKS OFFLINE activities (grassroots) ONLINE activities (net-roots) Reputation
  • 13. WHAT CONSUMERS CAN DO ONLINE? self express watch/share/store communicate video share the opinion read collaborate shop/sell save/store/share/search flirt info listen/share/store music play and much more…
  • 14. WHAT COMPANIES CAN DO? communicate (clients, manage personnel, public in business/projects general, government manage client relations etc) (CRM) promote sell service/product service/product buy service/product search/hire/educate/pe research rsonnel audience/product/etc build image/loyalty interact and much more….
  • 15. WHAT IS DIGITAL COMMUNICATIONS? One Click Word-of- Mouth Two-Way Creative Public Story-Telling Interaction Speed-to- Cost-Effective Market Information 1-to-1 Image Building
  • 16. WHAT PEOPLE DO WE NEED? Addicts Alphas Bees Normal people Morons 2% 8% 25% 55% 10% Stage A Stage B Stage C We need bees - they generate 80%-90% of positive content in web
  • 17.
  • 18.
  • 20. KEY TOOLS AND EXAMPLES
  • 21. TO BLOG OR NOT TO BLOG? If you have something to say to others If you need an informal platform to express yourself If you share trustworthy and valuable information Strengthen you facts with hyperlinks If you are a creative story-teller Medium length posts Photo and video content Regularly update/dynamic information flow Sense of humor  If you know that others need Sharing functions (RSS, subscribe for the updates, bookmarks, send a friend) Possibility to leave comments and receive replies Search functions and correct tags
  • 24. CASHLESS LIFE: REAL LIFE EXPERIENCE BLOG – EDUCATE AND INTERACT
  • 25. MICROBLOGGING (TWITTER) A trend? A noise of news? ‘tinyurl’ spamming? Schizophrenics notes? ICQ-ing to the world Another level of privacy(what are you doing now? – the peak of ‘exhibitionism’) Fast growing source of real opinions New way of searching information (twitter search)
  • 26.
  • 27. SOCIAL NETWORKS AND COMMUNITIES: TO BE OR NOT TO BE? Do you need to be everywhere? Are you ready to share? Will you engage and interact? Be where your TA is and where you fit Give you network info, videos, news, links – everything what describes your lifestyle Do not double content – adopt it to TA expectations Engage – generate activities
  • 28. LEVELS OF ENGAGEMENT IN SN&COMM-S Create your profile/group Find supporters Your friends, friends of your friends, and their friends and enemies and enemies of your enemies Plan and attend events Online invitations – offline events Network with friends Join groups Become a fan Spread information It is a game!
  • 32. ON-LINE PROJECT FOR WOMEN QUELLE-CLUB.RU GOALS: • Creating interactive web-space for Quelle customers and attraction new • Positioning Quelle as an expert in the world fashion industry • Developing actual content for the target audience and unobtrusive integration of the Quelle brand IMPLEMENTATION: • Development of the Quelle Club concept – “My collection” (collection of ideas, advice, emotions, gifts) • Negotiations with potential experts (cosmetologist, stylist, designer, psychologist) and celebrities – for the work on the portal • On-going forum moderation, initiation of the actual topics • Development of the print version of the portal purposely of direct mailing for Quelle customers • Weekly texts update, selection of visual • Market monitoring and overview, quarterly consultation of the customers RESULTS: • Admitted by the client as a sales driving and profit generating tool • High level of the portal visiting was achieved before use of advertising methods of promotion (after one month of the site work the following statistics was attained: 3 445 057 hits, 1 958 776 viewed pages, 53 653 visits, 40 319 unique visitors) • Weekly professional consultations, very popular among visitors, were get; • Active forum is in work • Specialists of Quelle club, involved in the mass media work, confirm expert status
  • 33. PODCASTING No time to read – better to scroll&grab Photo content Video content Audio content Hints Correct tagging Short catchy descriptions Sharing possibilities (URL, embed, full screen, download and store functions)
  • 35.
  • 40. “More companies should learn: It's not about them, but about what their customers are saying about them” “Engagement is all about making it relevant to the consumer”
  • 41. RELATIONS WITH BLOGGERS Do you pay media to white about you? So why to pay bloggers? Utkonos.ru case Being part of the community Commenting and bringing up discussions on the forums Commenting in blog communities/blogs Forums&blogs research Analyzing and monitoring (daily) topics Spotting and analyzing opinion leaders Spotting active commentators (employers and clients included) Spotting virtual teams Creating base for future communication Starting topics Building relations with opinion leaders Briefing company speakers – many employees are in the forums and blogs Normal communication Developing “social releases” and providing information to opinion leaders Comm dep in the web: providing official information
  • 42.
  • 43.
  • 44. LONGTERM RELATIONS WITH ONLINE COMMUNITY They are your stakeholders, not just a target audience active online Blogger relations is not about business , it is about love Learn more about him, inform him, entertain him, tease him…. I am afraid to think what’s gonna be next…
  • 45. VIRAL STRATEGIES Mentos and Diet Coke Minicooper SONY Bravia Yes we can
  • 49. DIRECT MESSAGING • E-mail or SMS • Pay attention to the topic • Pay attention to the content – Short – Clear message – Personalized • Pay attention to the design
  • 51. MAPS • Google maps • Wikimapia • Yandex maps • Panoramio
  • 55. OUR APPROACH IDENTIFY ANALIZE CREATE PRODUCE SHARE SOCIALIZE Snapshot Landscape Analysis Conversations Search Competitive Trends Advocates TUNE PARTICIPATE SEARCH MOBILIZE MONITOR MEASURE