london book fair 2012 michelle goodall whose role is it anyway

Whose  role  is  it  anyway?  What  the  digital  landscape  means  

for  marketers  and  publicists  

Michelle  Goodall  

Online  communica0ons  and    social  media  consultant/trainer  Twi:er:  @greenwellys  Blog:  h:p://michellegoodall.posterous.com/  

@greenwellys  

Jets  v  Sharks?  

©  Michelle  Goodall  -­‐  @greenwellys  

Jets  v  Sharks?  

©  Michelle  Goodall  -­‐  @greenwellys  

In  the  agency  world…  

©  Michelle  Goodall  -­‐  @greenwellys  

We’ve  been  having  this  fight  ‘discussion’  for  5+  years  

“Bought  v  Owned  v  Earned”    “Mediated  v  Unmediated”  

©  Michelle  Goodall  -­‐  @greenwellys  

Brand  Anarchy:  Stephen  Waddington  and  Steve  Earle  

Ownership?  

©  Michelle  Goodall  -­‐  @greenwellys  Source:  h:p://econsultancy.com/uk/reports/state-­‐of-­‐social  

Caveat:  Many  “Marke0ng  Departments”  incorporate  PR/comms    BUT  oDen  comms  teams  pigeon-­‐holed  into  corporate  comms  &  edged  out  of  social  

Resourcing  

©  Michelle  Goodall  -­‐  @greenwellys  Source:  h:p://econsultancy.com/uk/reports/state-­‐of-­‐social  

Agency  soluUon?  

Source:  Editd  ©  Michelle  Goodall  -­‐  @greenwellys  

Other  industries:  Retail  

Insights  from  data  is  their  lifeblood  Source:  Editd  

©  Michelle  Goodall  -­‐  @greenwellys  

Other  industries:  Retail  

Content  and  Engagement  Strategy  (‘outcome  based’    storytelling    SEO,  social  and  mul0-­‐channel  delivery)  ©  Michelle  Goodall  -­‐  @greenwellys  

Other  industries:  Retail  

Ongoing  skills  development  and  partnerships  =  innova0on,  diversifica0on  and  mone0sa0on  

©  Michelle  Goodall  -­‐  @greenwellys  

GeVng  it  right…?  “Key  success  point  has  been  engaging  the    network  of  everyone  in  the  book  or  who  helped    along  the  way  and  then  using  our  own  audiences”  Stephen  Waddington  

©  Michelle  Goodall  -­‐  @greenwellys  

“Who  owns  digital  or  social  media”  are  not  the  right  quesUons…  

They  should  be:    “Who  can  best  contribute”  

and  “How  best  can  they  contribute?”  

Useful  further  reading:  h:p://www.edelmandigital.com/2012/04/12/future-­‐of-­‐social-­‐digital-­‐agency-­‐services/  

©  Michelle  Goodall  -­‐  @greenwellys  

Thanks.  Download  slides  here:  

slideshare.net/michellegoodall    

Michelle  Goodall  

Online  communicaUons  and    social  media  consultant/trainer  

Twi:er:  @greenwellys  Blog:  h:p://michellegoodall.posterous.com/