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Pr and social media advertising

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Lucio Ribeiro
Lucio Ribeiro

Does Social Media belong to PR or Traditional Marketing Mix?

EmpresarialesNoticias y política
1 de 18
• Corporate Affairs • Market Insights • Customer Services • Sales • CEO’s office • IT
Social media is simply a system that disseminates information ‘to' others. It can be used to your PR or perfectly can be used to advertise.
It all comes to Coordinated actions and Integrated comms
Measurement Execution Strategy Internal Management Research
POEM System Earned Media Owned Paid Media Media www.theonlinecircle.com
1) Create a solar system of owned media. Owned media is a channel you control. There is fully-owned Earned media (like your website) and partially-owned media (like Media Facebook, Twitter or YouTube). Owned media creates brand portability. Now you can extend your brand's Owned Paid presence beyond your web site so that it exists in many places across Media Media the web - specifically through social media sites and unique communities.
2) Earned media is a result of brand behavior. "Earned media" is an old PR term that essentially meant Earned getting your brand into free media rather than having to pay for it Media through advertising. However the term has evolved into the transparent and permanent word-of-mouth that is Owned Paid being created through social media. You need to learn how to listen and Media Media respond to both the good (positive organic) and bad (spurned) as well as consider when to try and stimulate earned media through word-of-mouth marketing..
3) Immediacy and Scale Paid Media has its role, being a seed strategy, being a catalyst or acting for Earned acquisition for your other medias. Media Owned Paid Media Media
POEM is media agnostic. • TV/Radio/Print is paid media. • A bricks and mortar store is owned media. • The employees uniform is owned. • The trucks used to distribute your goods is owned, • SEO is earned. We should not be limiting ourselves to only digital, it's a disserve to a Brand. When you plan holistically, you get a better understanding of where the gaps are, but at the same time give you opportunities to do wonderful things. People do not consume Brands in silos, we shouldn't plan that way either. 12-Feb-12 www.theonlinecircle.com
• Put Someone in charge • Find how people talk about you online • Communicate what consumers are searching not what you believe they want to find (data beats opinion) • Fast and flexible (Lady Gaga and Beyonce clip) • Prepare visual communications (Videos and photos) • Plan and show in.
Let’s talk? lucio@theonlinecircle.com Linkedin.Com/in/luciodiasribeiro www.theonlinecircle.com
www.theonlinecircle.com

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Pr and social media advertising

  • 1.
  • 2.
  • 3. • Corporate Affairs • Market Insights • Customer Services • Sales • CEO’s office • IT
  • 4. Social media is simply a system that disseminates information ‘to' others. It can be used to your PR or perfectly can be used to advertise.
  • 5. It all comes to Coordinated actions and Integrated comms
  • 6.
  • 7. Measurement Execution Strategy Internal Management Research
  • 8. POEM System Earned Media Owned Paid Media Media www.theonlinecircle.com
  • 9.
  • 10. 1) Create a solar system of owned media. Owned media is a channel you control. There is fully-owned Earned media (like your website) and partially-owned media (like Media Facebook, Twitter or YouTube). Owned media creates brand portability. Now you can extend your brand's Owned Paid presence beyond your web site so that it exists in many places across Media Media the web - specifically through social media sites and unique communities.
  • 11. 2) Earned media is a result of brand behavior. "Earned media" is an old PR term that essentially meant Earned getting your brand into free media rather than having to pay for it Media through advertising. However the term has evolved into the transparent and permanent word-of-mouth that is Owned Paid being created through social media. You need to learn how to listen and Media Media respond to both the good (positive organic) and bad (spurned) as well as consider when to try and stimulate earned media through word-of-mouth marketing..
  • 12. 3) Immediacy and Scale Paid Media has its role, being a seed strategy, being a catalyst or acting for Earned acquisition for your other medias. Media Owned Paid Media Media
  • 13. POEM is media agnostic. • TV/Radio/Print is paid media. • A bricks and mortar store is owned media. • The employees uniform is owned. • The trucks used to distribute your goods is owned, • SEO is earned. We should not be limiting ourselves to only digital, it's a disserve to a Brand. When you plan holistically, you get a better understanding of where the gaps are, but at the same time give you opportunities to do wonderful things. People do not consume Brands in silos, we shouldn't plan that way either. 12-Feb-12 www.theonlinecircle.com
  • 14.
  • 15. • Put Someone in charge • Find how people talk about you online • Communicate what consumers are searching not what you believe they want to find (data beats opinion) • Fast and flexible (Lady Gaga and Beyonce clip) • Prepare visual communications (Videos and photos) • Plan and show in.
  • 16.