A new version of the "Integration Triangle" presentation given at a PRCA breakfast briefing on May 29, 2009.
I’ve added a couple of quick case studies (EA Sports/Weiden & Kennedy, Domino’s Pizza Crisis Mgmt, Tourism Queensland/CumminsNitro, Sony/Fallon/Tonic) and a few slides on "why clients might not be buying the engagement model. Hope it all helps.
There’s a plan to present this as a slidecast and video. I’ll update the link here if we go down that route.
Note on Format:
Because I present in Keynote (which SlideShare *can* handle) and include lots of video (which I don’t believe it can), I’ve uploaded this as a PDF. It doesn’t make the transition to PPT very well, I’m afraid.
23. In videos posted to YouTube and
elsewhere this week, a Domino’s
employee ... prepared sandwiches
for delivery while putting cheese
up his nose, nasal mucus on the
sandwiches.
New York Times
April 16, 2009
24.
25.
26.
27.
28. But what if your clients
don’t want to do this?
35. Use the relative strengths of
each to compensate for the
weaknesses of the others
36. Digital Channels Strength Always on/on demand
Customer managed relationships/
interactive/self-service (feedback)
Messages can spread far and wide
Permanent, searchable multi-media
records
Weakness Un-mediagenic
Less message control: everyone can have
an opinion and a voice!
Cluttered, fragmented environment
Permanent, searchable multi-media
records
37. Traditional Media Strength Broadest audience reach (still!)
High impact & highly-valued by audience
Established channels and best practice
Relatively high degree of message control
Weakness High requirements for story
Long lead times
Limited back channel
Fish & chip wrapper
38. Real World Strength Highest impact
Mediagenic
High “talkability”
Established channels and best practice
Weakness Transient
Low reach
High cost of involvement
39. 350 people on your campaign
website is an abject failure...
42. They are filming a commercial
on our street today; it involves
dropping 100,000 bouncy balls
down the hill.
http://www.flickr.com/photos/saramorishige/28795874/