@gavinmoffat a chat about streaming media and its place in pr
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“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin. @gavinmoffat A chat about streaming media and its place in PR. 4 November 2009. 2. What: we’ll cover. - PowerPoint PPT PresentationTRANSCRIPT
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“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most
adaptable to change.”Charles Darwin
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@gavinmoffat@gavinmoffat
A chat about streaming media and its place in PRA chat about streaming media and its place in PR
4 November 20094 November 2009
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What: we’ll coverWhat: we’ll cover
• What: is streaming media?
• What: is today’s brand conversation?
• What’s: in today’s marketing mix?
• What: is a social media release?
• What: should we use streaming media for?
• Why: is content king (or is the search engine king)?
• What: should streaming media be used for?
• When: should it be used?
• What: is the cost?
• How: do you measure success?
• What: is the measure of success?
• How: do you get your content seen?
• What’s: all the fuss?
• Where: to from here?
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What’s: in today’s brand conversationWhat’s: in today’s brand conversation
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Marketing = Everyone LiesMarketing = Everyone Lies
• Stakeholders – more cynical – less discerning
• Rejecting advertising• Brand created at the point of contact
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What: does this have to do with the brand?What: does this have to do with the brand?
• Multi-generational audiences (internal and external)
• Multiple, disparate communication platforms and mechanisms
• No longer bound by physical and time boundaries
• Requires significant customisation of messaging
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What: is streaming media?What: is streaming media?
• Refers to the delivery method• Live• Via a telecommunications networks• Audio/Video or audio visual• Content – important enough to be live• Something audience wants to see• Fixed deposit
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What: is a social media release?What: is a social media release?
• Includes/allows for:– Website– Aggregates news release content– Newsworthy content
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What: is a social media release?What: is a social media release?
• Includes/allows for:– Website– Aggregates news release content– Newsworthy content– Multimedia files (audio/video)– Social network site tagging/bookmarking– Friendly engaging format
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What: should we use streaming media for?What: should we use streaming media for?
Communicate:• with staff/training• With customers/CRM• with suppliers/info sharing• with media/announcements
Consider all options
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Why: is content King?Why: is content King?
• Great content stands out• Quality / authentic / honest / human• Of value• Concise• Access to something not otherwise
accessible• Stanford on iTunes
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Stanford in iTunesStanford in iTunes
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When: should it be used?When: should it be used?
• Target market known• Segmented• Know needs / wants / likes / dislikes• When you can direct them to content
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When: should it be used? When: should it be used?
Criteria– Audience– Tools– Message
Ericsson – Volvo Ocean Race– An excuse/focal point to communicate– Align goals– Global/effective medium
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When: should it be used?When: should it be used?
• To tell someone something interesting – to them
• To provide insight• To create the foundation for a
conversation
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When: should it be used?When: should it be used?
• To surprise people• They want to be surprised, pleasantly• Tool – humour / honesty / openness /
responsiveness
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What: is a surprise?What: is a surprise?
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What: is a surprise?What: is a surprise?
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When: should it be used?When: should it be used?
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What: is the cost?What: is the cost?
• Production / preparation• Bandwidth• Cost of not using the medium
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How: do you measure success?How: do you measure success?
• Response• Registrations• # of views• Length of views• Hits• Data gathered
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What: is the measure of success?What: is the measure of success?
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What: is the measure of success?What: is the measure of success?
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What: is the measure of success?What: is the measure of success?
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What: is the measure of success?What: is the measure of success?
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What: is the measure of success?What: is the measure of success?
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What: is the measure of success?What: is the measure of success?
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What: is the measure of success?What: is the measure of success?
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What: is the measure of success?What: is the measure of success?
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What: is the measure of success?What: is the measure of success?
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How: do you get your content seen?How: do you get your content seen?
• Internal–WIIFM–Great content with a buzz
• Big Enchilada – referrals• Sites – cracker / zoopy / youtube • Great content – 2 482 642 times
www.posterous.com/melodymaker
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What’s: all the fuss?What’s: all the fuss?
• A compelling medium• Online or mobile• Educational• Web needs great content
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Where: to from here?Where: to from here?
• Mobile
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Why: education?Why: education?
• Any venue with access to PC and internet – venues in major centres
• PowerPoint, Flash or video
• Dynamic instruction
• When used with two-way communications it becomes interactive – Edureach and Star Schools
• One to many education for underserviced areas
• Video sharing on social networks
• User generated educational vids
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Where: to from here?Where: to from here?
• Choose the right medium for the job at hand
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A brand must tell a story. People like
stories. They like a brand that tells stories.
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Thank you
for your valuable time and courteous attention
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www.puruma.comwww.twitter.com/gavinmoffat
www.qik.com/gavinmoffat
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