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Rob Gould explained to SMBME what the Via Agency did to bring Social Media into their PR world.
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ROB GOULDEARNED MEDIA CONSULTANT
AKA PR GUY
@bobbbyg
HOW DO YOU BRING THIS TO LIFE?
GIVING VIA A PERSONALITY*
*THAT WOULD BE OUR BRAND
• People• Place• Product
(smart thinking + smart creative)o Salon Serieso Samsung Galaxy Tabo The Salvation Army
Greater access to target media/journalists/influencers
Powerful channel for wider distribution of information
A new ability to gather critical feedback
A personality platform
HOW SOCIAL MEDIA CHANGED THE GAME
CONTENT,CONTENT,CONTENT.
(including a ton of great design)
THE #1 REQUIREMENT FOR SUCCESS?
PEOPLE
Meet John Coleman, founder & CEO, VIA
BRUCE SPRINGSTEEN“Why can’t I write better
marketing jingles?”
PLUS: MAGAZINE PARODY “HARDER THAN IT LOOKS”
Creatives struggle to balance humor, sucking up to the boss
MURDER, CORRUPTION AND PLAGIARISMInside the wallsof VIA
WHAT’SYOURBMI?
WHAT’SYOURBMI?J.G.J.G.
SMITHThe Tao of F*Bombs
MARKETINGMIRACLE
MARKETINGMIRACLEDISCOVERED BY
CBS RADIOTwo words: Missy Elliot
Manufacturer admits“cool factor” doesn’toutweigh health issues
RECALL ONLEATHERSHAG RUGS
RECALL ONLEATHERSHAG RUGS
SCHWARTZMANSHIP AWARD 2007 We’ll give you our early picks
The struggle to buildthe Smith-nasium
PEOPLE
Meet Greg Smith, chief creative officer, VIA
PEOPLE
Meet Rob Gould, director of social media & agency communications, VIA (on good days)
PEOPLE
(and not so good days)
PEOPLE
And most important, a great cast of characters.
Promoting Portland
PLACE
Backstage Pass | Rock & Roll Photography | Portland Museum of Art
We’re Moving—
The Baxter Library Building PLACE
Please join us for an invitation-only, executive event series
guaranteed to be unlike any you’ve experienced before.
salonseries
the
Our topic for conversation:
AN APP FOR THAT: HOW IS PROLIFERATION OF TECHNOLOGY ENHANCING
AND ALTERING THE HUMAN EXPERIENCE?
May 3, 2011 | 7–9:30 p.m. | Norwood | 241 West 14th Street, NYC
Smart thinking +
some great big new
clients.
PRODUCT
THE SALON SERIES
· Microsite
PRODUCT
THE SALON SERIES GOES TO AUSTIN · Twitter · Linkedin · Blog
· Microsite · Email Blast
(smart creative)
Samsung Galaxy Tab
Launch
• National TV
• Major Digital Push
• “What Does Freedom
Mean to You?”
YouTube Promotion
PRODUCT
CREATING ADDITIONAL BUZZ
• Walking the streets of NYC• Ace Hotel Lobby Demo Days
(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
PRODUCT
THE STORY BEHIND THE CAMPAIGN
AND THE RESULTS?
I REMAIN EMPLOYED.AND...
THANK YOU FOR LISTENING AND FOR ALL OF YOUR
SUPPORT.
I COULD NOT HAVE DONE IT WITHOUT YOU.