Rob Gould explained to SMBME what the Via Agency did to bring Social Media into their PR world.

1. ROB GOULD
EARNED MEDIA CONSULTANT
AKA PR GUY
@bobbbyg

2. HOW DO YOU BRING THIS TO LIFE?

3. GIVING VIA A PERSONALITY*
•
People
•
Place
•
Product
(smart thinking + smart creative)
o
Salon Series
o
Samsung Galaxy Tab
o
The Salvation Army
*THAT WOULD BE OUR BRAND

4. HOW SOCIAL MEDIA
CHANGED THE GAME
Greater access to target media/journalists/influencers
Powerful channel for wider distribution of information
A new ability to gather critical feedback
A personality platform

5. THE #1 REQUIREMENT FOR SUCCESS?
CONTENT,
CONTENT,
CONTENT.
(including a ton of great design)

6. PEOPLE
Meet John Coleman,
founder & CEO, VIA

8. SCHWARTZMANSHIP AWARD 2007 We’ll give you our early picks
PEOPLE
J.G. WHAT’S
YOUR
BMI?
SMITH The struggle to build
the Smith-nasium
The Tao of F*Bombs
MARKETING
MURDER, CORRUPTION
AND PLAGIARISM
MIRACLE
DISCOVERED BY
Inside the walls CBS RADIO
of VIA Two words: Missy Elliot
RECALL ON BRUCE SPRINGSTEEN Meet Greg Smith,
LEATHER “Why can’t I write better
marketing jingles?” chief creative
SHAG RUGS PLUS: MAGAZINE PARODY
officer, VIA
Manufacturer admits “HARDER THAN IT LOOKS”
“cool factor” doesn’t Creatives struggle to balance
outweigh health issues humor, sucking up to the boss

9. PEOPLE
Meet Rob Gould, director of social media &
agency communications, VIA (on good days)

10. PEOPLE
(and not so good days)

11. PEOPLE
And most important, a great cast of characters.

16. PLACE
Promoting Portland

19. Backstage Pass | Rock & Roll Photography | Portland Museum of Art

21. We’re Moving—
The Baxter Library Building PLACE

24. PRODUCT
the
salon
series
Smart thinking +
some great big new
clients.
THE SALON SERIES
Please join us for an invitation-only, executive event series
guaranteed to be unlike any you’ve experienced before. · Linkedin
· Microsite
Our topic for conversation:
AN APP FOR THAT:
HOW IS PROLIFERATION OF TECHNOLOGY ENHANCING
AND ALTERING THE HUMAN EXPERIENCE?

25. PRODUCT
THE SALON SERIES GOES TO AUSTIN · Twitter · Linkedin · Blog
· Microsite · Email Blast

26. PRODUCT
(smart creative)
Samsung Galaxy Tab
Launch
•
National TV
•
Major Digital Push
•
“What Does Freedom
Mean to You?”
YouTube Promotion

28. CREATING ADDITIONAL BUZZ
•
Walking the streets of NYC
•
Ace Hotel Lobby Demo Days

29. PRODUCT
(smart creative)
The Salvation Army
This Campaign Cost Nothing
•
Hugely talented junior
creative team
•
Massive agency-wide
effort at execution
•
Social media push – Website,
Facebook, Twitter, Tumblr
•
Creative blog outreach focus
•
Top creative editors take notice
•
Worldwide press coverage
•
Awards

30. THE STORY BEHIND THE CAMPAIGN

35. AND THE RESULTS?

36. I REMAIN EMPLOYED.
AND...

39. THANK YOU FOR LISTENING
AND FOR ALL OF YOUR
SUPPORT.
I COULD NOT HAVE DONE IT
WITHOUT YOU.