buzzfeed - can pr be the champion for social advertising?
TRANSCRIPT
![Page 1: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/1.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 1/15
1
Can PR be the Champion for Social Advertising?
Andy Wiedlin | @acwiedlin
Tuesday, July 30, 13
![Page 2: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/2.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 2/15
2
1. Social Changes Everything
2. Social Storytelling For Brands
3. PR’s Challenge & Opportunity
Agenda
Tuesday, July 30, 13
![Page 3: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/3.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 3/15
3
• Consumers have moved from portals...to search...to social
• Consumers are looking to discover, engage, andshare content
• Great brands are telling stories throughengaging and sharable content to generate trueword of mouth marketing
Our POV
Tuesday, July 30, 13
![Page 4: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/4.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 4/15
4
The Facebook TestWould you “like” it?
Tuesday, July 30, 13
![Page 5: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/5.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 5/15
5
Like good TV ads,
social ads...
• Tell a story
• Involve people emotionally
• Are not heavy-handed
Tuesday, July 30, 13
![Page 6: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/6.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 6/15
6
If Content is Social,
Ads can be Too
Tuesday, July 30, 13
![Page 7: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/7.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 7/15
7
Toyota Prius
Tuesday, July 30, 13
![Page 8: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/8.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 8/15
8
Pedigree
Tuesday, July 30, 13
![Page 9: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/9.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 9/15
9
Be A Relevant Voice To Your Audience
Tuesday, July 30, 13
![Page 10: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/10.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 10/15
10
dashboard of Fortune 50 clientSOCIAL LIFT SOCIAL VIEWS SEED VIEWS TOTAL VIEWS
DAILY REACH & ENGAGEMENT 1.4X 52K 132K 184K
Seed Views
4,000
3,000
2,000
1,000
0
Social Views
Measure Earned Engagement
FARMERS
Social Lift: We calculate the ratio of seed views (paid media) to viral views
(earned, free views) to determine the brand’s Social Lift.
Tuesday, July 30, 13
![Page 11: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/11.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 11/15
11
Always On
Marketing
Tuesday, July 30, 13
![Page 12: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/12.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 12/15
12
Oreo
Tuesday, July 30, 13
![Page 13: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/13.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 13/15
13
•Perhaps Best Positioned toCommunicate the Brand’s Voice
•Media Agencies Trusted with AdBudgets
•Advertising Industrial Complex
PR’s Challenge
Tuesday, July 30, 13
![Page 14: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/14.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 14/15
14
• You don’t always know whichideas will spread
• You Need To Experiment
•And Have Some Fun
Key Takeaways
Tuesday, July 30, 13
![Page 15: Buzzfeed - Can PR be the Champion for Social Advertising?](https://reader033.vdocuments.us/reader033/viewer/2022051822/577cda651a28ab9e78a58f74/html5/thumbnails/15.jpg)
8/22/2019 Buzzfeed - Can PR be the Champion for Social Advertising?
http://slidepdf.com/reader/full/buzzfeed-can-pr-be-the-champion-for-social-advertising 15/15
15
Andy WiedlinChief Revenue Officer
Questions?
@acwiedlin
T d J l 30 13