INTERACTIVE STRATEGY - 55, AV. MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM

Social Media vs PRPubCon 2009

Imagine PR Without TV

PR & The Media

Broadcasting your brand story:

•Print

•Radio

•TV

The Internet

•Yet Another Marketing Channel

•2 Unique Aspects

2 Unique Aspects

•A Multicast Medium

•A Multi-Directional Medium

A Multicast Medium

TEXT +

AUDIO+

VIDEO

A Multi-Directional Medium

A Multi-Directional Medium

•Top-Down

•Bottom-Up

•Peer-to-Peer

A New (Social) Ecosystem

•Brands Talk to Consumers

•Consumers Talk to Brands

•Consumers Talk to Consumers

Online PR & Social Media

Change & Evolution

Word of Mouth Before

Word of Mouth Now

Online PR: 3 Angles

•Reach

•Search

•Community

Online PR: Reach

• Journalists

•Media Relations

•Etc…

Online PR: Search

•PR Web (pay & upload)

•PR Newswire (managed)

•Tons of Hybrids…

Online PR: Community

•Press Conferences

•Publicity Events

•Stunts

A New (Social) Ecosystem

Sharing your brand story:

•Connections

•Content (text/audio/video)

•Conversations

Social Media: Reach

•Blogger Outreach

•Brand Evangelists

•Niche Influencers

Social Media: Search

•Social Content Creation

•SNO: Digg, Reddit, SU, Mixx…

•UGC

Social Media: Community

•Reputation Management

•Customer Relations

•Community Involvement–YouTube, Facebook, etc…

Business Case: Molson Dry

• A Leading Canadian Beer

• Challenge: mainstream beerin an indie market

• Goal: bridge the gap between mainstream and niche markets

Molson Dry: Online PR Role

• Invite Journalists

• Issue Press Releases

•Execute Event

Molson Dry: Social Media

• Invite Bloggers

• Publish Social Content/PostsBefore, During, and After Event

• Engage Bloggers/Influencers

Molson Dry: Results / KPI

• 27 bloggers & 100+ of their readersattended the event

• Over 50 posts & 300 comments• 3 Facebook groups created naturally• Great feedback received by bloggers

about what Molson needs to improve