1. The Next Frontier Digital Media going forward

2. Brian Sheehan  Syracuse  Los Angeles  Sydney  Tokyo  Hong Kong  New York City

3. I Love Brasil!

4. Caveat

7. The next frontier-The short version  Digital  Integrated  Social  Mobile  Experiential

8. Digital Basics

9. The highway to success now has many more on-ramps

10. Lesson  You don’t need huge budgets to make a huge impact, only big ideas.

11. Small Goes Big!  The Best job in the world

12. Secondary lesson  Traditional Media, the Digital Media and Public Relations can be seamlessly intertwined  Is your company integrating them seamlessly?

13. A New Social Environment

14. Social Media Basics

16. Gatorade

17. Social Media

18. Key Lesson  All digital media is social, not just Facebook, Orkut or Twitter.  All Digital media is made for sharing

19. Communities

20. Key Implications  “Engage” in Conversations  “Manage” News  “Spread” Advertising

21. Where are your communities?  Social networks?  Blogs?  Where on YouTube?  Social events?  Stores?

22. Fish where the fish are  Where are people talking about you: good and bad?  What is the best way to get involved in the conversation?

23. Required Reading

24. Easiest (and least effective)

25. Finely Targeted Blogs

26. Related Blogs

27. Critical Blogs

28. I hate you, specifically, blogs

29. Special Interest Social Networks

31. Niche content websites

33. Transparency

34. Ford Fiesta

35. Lesson  Content creation and social media are symbiotic.

38. Surprise and Delight

39. Key Lesson  Sharing happens best when you have spent time to identify groups that care about your message and you give them a meaningful benefit.  Or, let a small group recruit a bigger group!

40. Workshop  Who are the most important groups you need to reach (internally/Externally)?  Where do they congregate on the web?  How can you get them to take ownership and start sharing your messages with each other?

41. DMA Social Media Summit  IBM, Xerox, HP, Intel, etc.  “Better not to do it than get it wrong”  “Start small (really small), get it right then do a second thing, etc.

42. Employees-Friend or Enemy?

43. Does your company have…  An employee blogging policy?  A training program that covers this issue?  Regular reminders?

45. Reputation

46. Search-Find

47. What’s your biggest risk?

48. Eye Tracking

49. The Facts  84% of a company’s value is based on reputation  79% of clicks go to the top three results  99% do not go to the next page  64% believe whatever they read in search

50. Hewlett-Packard

51. 8 Billion in Value in One Day

52. BP a few months ago

53. BP Now

54. Sony

55. Trust

56. Social-Validation

57. United Airlines

58. Lesson: Don’t Delegate to Inexperienced Staff

59. Don’t do this!

60. Workshop  What would be the first steps you would take in social media should you have an environmental disaster or a high-profile attack on your reputations?  Towards government?  Towards consumers?  Towards employees

61. Personalization

62. Individual-Relevance

63. Mini

64. Virality YouTube is Special

65. Our New Motto “If it doesn’t spread, it’s dead!

66. Key Lesson  Sometimes your execution alone can get people to notice your message and share it.

67. Sussex Safer Roads

68. Old Spice

69. Even for something like energy

70. Key Lesson  Great ideas can bring attention to otherwise mundane products and/or messages.

72. Make it fun and rewarding

73. Mobility

74. Make it mobile  Have a mobile website  Make it an app  Make it useful

76. Guiness

77. Geolocation

78. Workshop: What kind of information from Petrobras would:  People or employees want to take with them?  Want when they are on the run?  Want at a critical moment?  Want when they are driving somewhere?

79. Experience

80. Make it a group experience

82. Workshop  If Petrobras were an experience, what kind of experience would it be?  What is the core equity of the brand?

83. Measurement

84. Dashboards-Analytics

85. Shared Responsibilty

86. Collaborative  Operations  Sales  HR  Marketing  Legal  Every department

87. Summary  Digital Media is Maturing  All digital Media is Social  Integration is Table Stakes  Communities, not Marketing  Ask: Where are your target congregating?  Actively protect your reputation!  Be Creative, Make it Mobile, Make it an Experience!