Real-time marketing. Converged media. These concepts are alluring, but a bit nebulous. What do they really mean? Can a small niche outdoor or travel brand take advantage without a multi-million dollar budget?
Mike Geraci, MercuryCSC's VP of Converged Media, shares the answers to these questions and some tips for agency organization and brand thinking.
2. Owned Media
Corporate Content
Paid Media
Traditional Ads
Earned Media
Organic
Converged
Media
Sponsored
Customer
Brands that
ask for shared
Promoted
Brand
Content
3.
4. V.P. of Converged Media at MercuryCSC, a leading
creative voice in the geotourism and outdoor industries.
Mike is charged with creative direction and
orchestrating brand communication strategies across
paid, earned, owned, and social media channels.
Media BrandContentPRNon-Profit ConvergedPSB “White Mike”
MIKE GERACI
5. MERCURYcsc
Overview for today
• CONVERGED: WHAT DOES IT MEAN?
• HOW DID WE GET HERE?
• FUNDAMENTAL PRINCIPALS
• INFINITE LOOP of AWESOMENESS
• CASE STUDIES: CHICAGO, KICKSTARTER
• ROAD BLOCKS FOR AGENCIES, DEPTS
• HOW DO WE GET THERE?
6. Owned Media
Corporate Content
Paid Media
Traditional Ads
Earned Media
Organic
Converged
Media
Sponsored
Customer
Brands that
ask for shared
Promoted
Brand
Content
Press coverage
Tweets
Customer reviews
Videos
Display or
broadcast
advertising
Website
Blogs
Facebook
Twitter
7. Fundamentals for Converged
• BRAND DRIVEN
Brand as Media
• CONTENT IS KING
Content as Product
• INTEGRATED DISTRIBUTION
Earned. Owned. Paid
• CONSUMER CENTRIC
Be of Service
12. The Pulitzer committee noted,
was ”enhanced by its deft integration
of multimedia elements” including
extensive video, animation
and graphics.
Won a Peabody this week for being
”a spectacular example of the potential
of digital-age storytelling.”
15 editors/
producers
3 months
3.5 million
views in the
first 10 days
19. Owned Media
Corporate Content
Paid Media
Traditional Ads
Earned Media
Organic
Converged
Media
Sponsored
Customer
Brands that
ask for shared
Promoted
Brand
Content
47. Outdoor Brands are Lagging
• Leading with Paid
• Social is unfocused, silo-ed
• Not investing in Content
• Not investing in Content visibility
• Your agencies are in bunkers
48. Baby Steps...
• Have a Plan - Where?
• Be the Media - Report
• Start with Content
• Earned is the hardest to scale
• Think about distribution & discovery
• Owned & Paid
• Monitor
• Repeat