Marketing Expert | Multimedia Pioneer Business Leader | Digital Storyteller

BUILDING A PROGRAMScaling Quickly To Meet Business Needs

Integrating Digital Marketing at Microsoft 2008-2014

I conceived and implemented a low-cost “integrated digital media” model, where I would serve as primary digital strategist and content development expert, while creating and managing a boutique studio out of what was once a closet.

This model produced 80-100 projects per year serving 45 clients/stakeholders while running promotional strategy via centralized YouTube channel. This “full package” digital strategy became recognized as a company and industry best practice.

Pioneering Digital Platforms: Director of Digital Media at CBS Television Stations-Seattle 2006-2008

Built from scratch a digital media program at KSTW-Seattle, conceiving, directing, and implementing a platform based on building community, partnering with advertisers, and constantly engaging our audience through social media.

Grew revenue by 1200% year-over-year.

Grew audience 45% year-over-year.

Images from July 29, 2007

TELLING STORIES: Humanizing TechnologyTo make something “real” for the public, you have to humanize it, bringing the product to its most human connection. How does this product make people’s lives better?

To illustrate this, I developed a series at Microsoft that tells the stories of those who use our products in ways the rest of us may have never considered. While each story is unique, the lesson is simple: Microsoft technology makes people’s lives better.

Both videos on this page was produced with a half-day of shooting and a full day of editing.

Exergaming AcrossNew York CityOctober 2013Seniors across New York City harness the power of Xbox and Skype to bowl online, bridging cultures and communities in real-time across the boroughs.

Accessibility Profiles: TylerMay 2014Meet Tyler, a Seattle-area man who uses the ordinary, built-in features of Xbox, Microsoft Surface and Skype to overcome obstacles and stay connected in his community.

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TELLING STORIES: LendingCredibilityMicrosoft’s twice-yearly Security Intelligence Report uses data harnessed from over a billion machines worldwide to help paint an accurate picture of security threats and trends facing the planet’s technology infrastructure.

Despite travelling to advocate for the report, the marketing efforts towards business decision makers and IT professionals were still missing effective overseas representation.

As a contributor the Security Intelligence Report, I pitched a project where my integrated digital team would perform on-site production and quickly publish the results to maintain marketing momentum.

A Global EventMay 2014Perspectives and analysis on Microsoft’s Security Intelligence Report from Sydney, Melbourne, Oslo, and Helsinki.

BY THE NUMBERS9 days notice 27,635 miles travelled

2 ½ days of shooting 1 ½ days of post-production

22,209 Video Views Growth In Audience: 26x

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TELLING STORIES:Communicating The ComplicatedIn 2014, Hewlett-Packard’s Security Research team found themselves losing ground to competitors, unable to communicate in a modern fashion in a way that all business leaders, not just heavily technical customers could understand.

In a role as corporate spokesperson and leader of the digital media strategy for HPSR, I introduced interactive, graphics-heavy security reports, drove major changes to marquee events for the team, marketing with the big picture in mind, telling the most impactful stories possible.

When communicating the complicated, I believe it is important to remember that communications need not be complicated to have an impact.

Pwn2Own: Day 2 HighlightsMarch 2015Broadening the audience for a deeply technical subject matter, I used a sportscast theme and storytelling pattern to inject drama and publicize the event.

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IMPACT

Octupled digital communications viewership of HP Security Research digital properties.

Expanded reach to over 2.5M as reporters began directly embedding HPSR content into their articles and blogs.

As contributor to HP Cyber Risk Report, tripled the amount of interactive graphics. Report itself was credited with closing over $50M in sales of HP Security products in the months following release.

“MONEYBALL” MARKETING

The era of big data means optimizing. Nowhere is this opportunity greatest than in marketing, and especially digital marketing.

Since I got my start producing live sporting events, I have a special affinity for how data can be used to tell a story.

In my current practice, I dig deep into our analytics, and regularly evangelize it in client meetings and content development strategy.

For example, since we know precisely how long certain types of digital content are consumed, I advise clients to frame content in ways we know will please their target demographic.

When developing content strategy, I like to tell my clients, “You’re not negotiating with me. You’re negotiating with your audience.”

“Integrated Video for Innovative Marketing”Presentation by Joe Gura

May 31, 2014

ACADEMICS & MENTORSHIPBeyond my professional life, I spend a significant amount of energy on academia, as I recently was conferred with a Master of Science degree in Integrated Marketing Communications from West Virginia University. In addition to this, I spend a great deal of time mentoring undergraduate marketing students in the PRSA, and lecturing at conferences and MBA programs in the Seattle area.

LEADERSHIP & FORWARD THINKINGIt’s not good enough to know the trends, you have to set the trends. To win for our clients, we must get ahead and stay ahead.

In this decade, it will be about expanding digital reach and continuing the conversation. As I discussed at a recent marketing conference talk, brands like MetLife and Old Spice are innovating- using their 30-second TV spots as a means to start the dialog with customers, not just communicate one message.

At Left:Twitter Highlights from “Integrated Video for Innovative Marketing”

Presentation by Joe GuraMay 31, 2014

THANK YOU

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