smart pitch
DESCRIPTION
Gave this at the Cincinnati AMA Interactive SIG meeting August 12th. http://bit.ly/bdIDp Smart Pitch: New Tools Bring New Rules The changing marketing landscape has put search, the media and content under a new light. How do these changes impact our efforts, from a public relations perspective, and how can we leverage them to our advantage? I walk through some takeaways based on change in search, media and content and provide some ideas on how we can change our communications approach to improve our results.TRANSCRIPT
Smart Pitch
New Tools Bring New Rules
AMA Interactive SIG | 08.12.09 Kevin Dugan, @prblog, Empower MediaMarketing
Smart Pitch
Change
Google Impact
Media Evolution
Content Expansion
How We Can Change
CHANGE
Constant and increasingly fast-paced
Smart Pitch | Kevin Dugan @prblog
“If you dislike change,you're going to dislike irrelevance even more.“
-- Eric Shinseki, Chief of Staff, United States Army
Smart Pitch | Kevin Dugan @prblog
Fun of change
Smart Pitch | Kevin Dugan @prblog
GOOGLE IMPACT
World domination with a simple search interface
Smart PitchSmart Pitch | Kevin Dugan @prblog
Google Sees All
Smart Pitch | Kevin Dugan @prblog
Google Sees All
Smart Pitch | Kevin Dugan @prblog
Smart Pitch | Kevin Dugan @prblog
Smart Pitch | Kevin Dugan @prblog
Smart Pitch | Kevin Dugan @prblog
s
Take Away: Share Your Content
Smart Pitch | Kevin Dugan @prblog
s
Take Away: Share Your Content
Smart Pitch | Kevin Dugan @prblog
MEDIA EVOLUTION
Media’s not dying, it’s distributing
Smart Pitch | Kevin Dugan @prblog
“35% of Americans relyon the Internet for their news instead of print newspapers.”
-- Pew Internet and American Life
Smart Pitch | Kevin Dugan @prblog
s
Media covering media talking to, uh, media?
Smart Pitch | Kevin Dugan @prblog
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Motrin Moms
Smart Pitch | Kevin Dugan @prblog
Bloggers vs. Journalists
s
Smart Pitch | Kevin Dugan @prblog
“Blogs and social networks are more popular than personal email.”
-- Nielsen Online
Smart Pitch | Kevin Dugan @prblog
Take Away: New View of Media, Metrics
Smart Pitch | Kevin Dugan @prblog
Take Away: New View of Media, Metrics
Smart Pitch | Kevin Dugan @prblog
Publish
Share, Republish,
Discuss
Google Juice Relevance, Awareness
Builds
Online Content Model
Smart Pitch | Kevin Dugan @prblog
CONTENT EXPANSION
New formats served up fresh every day
Smart Pitch | Kevin Dugan @prblog
Think in Snapshots
Smart Pitch | Kevin Dugan @prblog
Old Formats Blend In
Smart Pitch | Kevin Dugan @prblog
FNN: Flickr News Network
Smart Pitch | Kevin Dugan @prblog
FNN: Flickr News Network
Smart Pitch | Kevin Dugan @prblog
Get The Picture (or lose coverage)
Smart Pitch | Kevin Dugan @prblog
Take Away: Think Visually
Smart Pitch | Kevin Dugan @prblog
Take Aways
Share Your Content
Get a New View of Media & Metrics
Think Visually
Smart Pitch | Kevin Dugan @prblog
HOW WE CAN CHANGE
Our challenge is our opportunity.
Smart Pitch | Kevin Dugan @prblog
1) Participate
Smart Pitch | Kevin Dugan @prblog
Smart Pitch | Kevin Dugan @prblog
2) Be a Person, Be Personal
Smart Pitch | Kevin Dugan @prblog
Facebook, LinkedIn,
Twitter, Flickr, YouTube
reply/ rt
support
friend/
follow/
fan
feedback
comment/ linkshare/
discuss
connect live
Smart Pitch | Kevin Dugan @prblog
3) Eschew Automation
Smart Pitch | Kevin Dugan @prblog
4) Tailor Your Pitches
Smart Pitch | Kevin Dugan @prblog
5) Don’t Go Blind
Smart Pitch | Kevin Dugan @prblog
6) Experiment
Smart Pitch | Kevin Dugan @prblog
This is NOT a strategy
Smart Pitch | Kevin Dugan @prblog
Thank You
more at
friendfeed.com/empowermm
Smart Pitch | Kevin Dugan @prblog