HK D2 Amsterdam - Hill&Knowlton Digital
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Transcript of HK D2 Amsterdam - Hill&Knowlton Digital
case studiesTRENDS IN DIGITAL PR 14 April 2011
1Hill & Knowlton Confidential and Proprietary
Digital Media in 2011
• The Digital Landscape
• Uses of Digital
• Emerging Trends
• Is It Working?
AGENDA
2Hill & Knowlton Confidential and Proprietary
Defining Social Media
Something
Happens
Journalists
Bloggers
Observers
DEFINING DIGITAL MEDIA 2011
3
Digital Media in 2011
The old sources of influence are no longer sufficient
Facebook has over 500 million active users, 50% log on every day
150 years of YouTube video consumed every day on Facebook
Over 460,000 new Twitter accounts are created daily
Ref: Quantcast
THE DIGITAL LANDSCAPE IN 2011
4
Digital Media in 2011TRENDS IN DIGITAL PR
5Hill & Knowlton Confidential and Proprietary
Organizations and companies are using digital:
1. To achieve additional business goals
2. To provide tools rather than only content
3. To better explain difficult concepts
4. To better capitalize on moments
Digital Media in 20111. A WHOLISTIC APPROACH
6Hill & Knowlton Confidential and Proprietary
Digital Strategy
Consumers
Clients
Recruits
RegulatorsEmployees
Alumni
Media
Digital Media in 20111. ACHIEVE ADDITIONAL BUSINESS GOALS
7Hill & Knowlton Confidential and Proprietary
Media Relations: General Electric
Respond directly to other influentials in media, not just individuals
Digital Media in 2011
8Hill & Knowlton Confidential and Proprietary
Customer Service: Comcast
Conduct direct customer service with a personal face
1. ACHIEVE ADDITIONAL BUSINESS GOALS
Digital Media in 2011
9Hill & Knowlton Confidential and Proprietary
Internal Collaboration: IBM
Facilitate open, internal collaboration
1. ACHIEVE ADDITIONAL BUSINESS GOALS
Digital Media in 20112. PROVIDE DIGITAL TOOLS
10Hill & Knowlton Confidential and Proprietary
Connecting on and offline activity: Nike+
Digital Media in 2011
11Hill & Knowlton Confidential and Proprietary
Tools for conducting everyday activities: PNC, American Express
2. PROVIDE DIGITAL TOOLS
American Express has 8 iPhone apps featuring different tools
Digital Media in 2011
12Hill & Knowlton Confidential and Proprietary
Electric Car: BMW
2. PROVIDE DIGITAL TOOLS
Digital Media in 20113. EXPLAIN DIFFICULT CONCEPTS
13Hill & Knowlton Confidential and Proprietary
Financial Reform: The White House
Digital Media in 2011
14Hill & Knowlton Confidential and Proprietary
Interactive tools to explain complex information: NYTimes, Kiplinger
3. EXPLAIN DIFFICULT CONCEPTS
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3. EXPLAIN DIFFICULT CONCEPTS
Digital Media in 20114. CAPITALIZE ON MOMENTS
16Hill & Knowlton Confidential and Proprietary
Mobilize supporters, quickly and en masse: Avaaz in India, Livingsocial
Hundreds of thousands of signatures in a matter of days More than $2 million raised in 24 hours
Digital Media in 2011
17Hill & Knowlton Confidential and Proprietary
Generating Viral Growth: Organizing for America
4. CAPITALIZE ON MOMENTS
Over 500,000 new free supporters
Digital Media in 2011
18Hill & Knowlton Confidential and Proprietary
Mobile Petitions: Rio Governor Sergio Cabral
4. CAPITALIZE ON MOMENTS
100,000 petitions signed in 24 hours
Digital Media in 2011IS IT WORKING?
19Hill & Knowlton Confidential and Proprietary
How do we track against core business goals?