uw pr class presentation

It’s a new world.

It’s a new world.Here’s how to get

a job in it.

My story:

My other story:

do or die

Surviving and thriving in a world wherethe old ways of marketing aren’t getting it done.

If it’s a new world, what did the old one look like?

The cornerstones of marketing communications:

PR, Advertising, Design

In PR, the media is earned.

In advertising, the media is paid.

In design, the media is owned.

In design, the media is owned.

PR, advertising, and design are still important. But they’re not enough.

1990

2010

What happened?

The web makes information instant

-15

-10

-5

0

5

10

15

20

Online Local TV Network Newspaper Radio Magazines Cable

-13.7-8.9-6-5-3.4-1.5

17.3

Everyone’s turning to the web

Where do you turn for news -- % change 2009-2010

The web is a two-way street

The web is a two-way street

0

22.5

45

67.5

90

Friend SM Review Website TV Ad Radio Ad Banner Ad

33

55

62

7070

90

People trust strangers more than ads

% of U.S. Respondents Reporting Trusting a Source “Completely” or “Somewhat”

What else happened?

What else happened?

You can’t talk to people who aren’t listening.

You can’t convince people who don’t believe you.

You can no longer just “say.”You must “do.”

do or die

Surviving and thriving in a world wherethe old ways of marketing aren’t getting it done.

Is: Young

Male

Gamers

Gadget Lovers

Is: Isn’t:Young Media User

Male

Gamers

Gadget Lovers

Results:

#1 iPhone app in 36 countries

4.3 million downloads

Results:

Sales leads up 81%

Test drive requests up 86%

Sales exceeded projections by 3x

Cost: “About 1/30th the cost of a standard car launch”

Results:

The first successful launch of a car model without any advertising

If it’s now all about doing,what should you do?

1. Decide where you want to work

2. Make 100 LinkedIn connections

3. Get deeply involved in digital

TUMBLER DEL.ICIO.US APP STORE

FACEBOOK FLICKR RSS

YELP TWITTERUSTREAM

FOURSQUARE WORDPRESS YOUTUBE

4. Become an expert

5. Learn from people in the business

What can I do for you?

Larry Asherlarrya@svcseattle.com

LinkedIn: Larry AsherFacebook: School of Visual Concepts

slideshare.net/svcseattle