prsa 2010 - "branded content"

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#marketw ire © Copyright 2010 Marketwire, Incorporated. All Rights Reserved. PR Pros and Social Media: Now What? Colby Cox, Marketwire Presenters Sally Falkow, PRESSfeed Rebecca Lieb, Econsultancy

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Page 1: PRSA 2010 - "Branded Content"

#marketwire

© Copyright 2010 Marketwire, Incorporated. All Rights Reserved.

PR Pros and Social Media: Now What?

Colby Cox, Marketwire

PresentersSally Falkow, PRESSfeed

Rebecca Lieb, Econsultancy

Page 2: PRSA 2010 - "Branded Content"

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© Copyright 2010 Marketwire, Incorporated. All Rights Reserved.

Agenda

• Social Media, PR and Future Directions• The Media Landscape• Telling Stories – Can We Be the Media? • How to Develop a Content Strategy that Produces Results• Case Studies – Best Practices

Page 3: PRSA 2010 - "Branded Content"

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"With the fragmentation and decline in many traditional forms of media, every company needs to become its own media company.

“It has to tell its own story and in ways that people can easily engage with, share and shape. That's easier to say than it is to do.“

– David Brain, Edelman President and CEO, Europe, Middle East and Africa

Page 4: PRSA 2010 - "Branded Content"

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Media Trends

American Adults: 2000 2010Use the internet 45% 79%Have broadband at home 5% 64%Own a cell phone 50% 82%Connect wirelessly 0% 52%Use “cloud” <10% >66% Are tech social networkers 0% 48%

Source: Pew Internet and American Life Project

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Then and NowThen:Slow, static connections were built around “my computer”

Now:Fast, mobile connections are built around outside servers and storage

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Media Ecosystem has Changed• Volume of information• Speed of information• Variety of sources• Time and place shifting• Attention expands and contracts• Customization tools• Social networks• Immersive and interactive

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News Audience Behaviors• 68% watching video news• 62% watching live feeds• 48% email videos or news stories

Source: Pew Internet and American Life Project

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News is Pervasive and Portable

Page 9: PRSA 2010 - "Branded Content"

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News is Participatory

Source: Pew Internet and American Life Project

Page 10: PRSA 2010 - "Branded Content"

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New Rules for Branded Content• Reactions to branded content are more positive

than to traditional advertising• Original, interesting branded content can impact

positively on your brand• Combined campaigns can be informative and

emotive• Branded content helps you to stand out from

your competitors

Page 11: PRSA 2010 - "Branded Content"

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The Next Step: Branded Content

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ROI• Branded TV content performs 1.5 times better

than advertisements

• With Web and social media support, that increases to 2.5 times more effective

Page 13: PRSA 2010 - "Branded Content"

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Content Strategy• Listen• Analyze• Find gaps• Find evangelists• Create content that resonates

Page 14: PRSA 2010 - "Branded Content"

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Content Spectrum

Page 15: PRSA 2010 - "Branded Content"

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The BridgeTurn ‘people stories’ into ‘product stories’ through branded content

Give them content they love and want to share

Page 16: PRSA 2010 - "Branded Content"

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Page 17: PRSA 2010 - "Branded Content"

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Blogs

Page 18: PRSA 2010 - "Branded Content"

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Content Strategy• A series of how-to videos about making holiday

cocktails using vodka and Reed’s sodas• How-to videos on mixing holiday cocktails• Partner with trendy bartenders• Seed this to the core community

Mixologist bloggersDad bloggersDrinks soda reviewersMom bloggers who talk about holiday parties

Page 19: PRSA 2010 - "Branded Content"

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Recipes

Page 20: PRSA 2010 - "Branded Content"

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Take Advantage of ToolsMAP (Media Analysis Platform)Example – Analyze PRSA and Public Relations over 90 day period:

MAP is a product from Sysomos, a Marketwire company

Page 22: PRSA 2010 - "Branded Content"

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Listen……to blog posts about PRSA and public relations

Page 23: PRSA 2010 - "Branded Content"

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Listen……to social media conversations about PRSA and public relations

Page 24: PRSA 2010 - "Branded Content"

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Listen……to traditional media covering PRSA and public relations

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Analyze…

Discussion Themes

Geographic Location Sentiment: Positive, Negative, Neutral

Keywords & Their Associations

…blogs, social and traditional media with content about PRSA/PR

Page 26: PRSA 2010 - "Branded Content"

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Find Influencers & Evangelists……on Twitter, Facebook, video, message boards, forums, Wikipedia

Page 27: PRSA 2010 - "Branded Content"

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Find Gaps and Opportunities……what are people lacking, looking for, interested in?

Message Boards

Twitter

Keywords, relationships

Page 28: PRSA 2010 - "Branded Content"

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Content

content-ment

Page 29: PRSA 2010 - "Branded Content"

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Page 30: PRSA 2010 - "Branded Content"

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once upon a time…

advertising was an exchange of content for time spent andexposure to advertiser messages

Page 31: PRSA 2010 - "Branded Content"

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the media created the content

the advertisers created the advertising

Page 32: PRSA 2010 - "Branded Content"

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Page 33: PRSA 2010 - "Branded Content"

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The Story of Menstruation(brought to you by Disney - and Kotex)

Page 34: PRSA 2010 - "Branded Content"

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now:

consumers create content...…and PR professionals are uniquely

positioned to do this, too

Page 37: PRSA 2010 - "Branded Content"

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create the content

become the content

otherwise, you’re just competing with the content

Page 38: PRSA 2010 - "Branded Content"

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campaigns are obsolete

you want tune-in

you are the media

Page 39: PRSA 2010 - "Branded Content"

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so….

you have to think like a publisher

or an entertainment executive

or both

Page 40: PRSA 2010 - "Branded Content"

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Page 41: PRSA 2010 - "Branded Content"

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1. educate/inform/serve

2. amuse/engage/play/entertain

3. create stories consumers can spread

Page 42: PRSA 2010 - "Branded Content"

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“serving is the new selling”

Page 43: PRSA 2010 - "Branded Content"

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content can help your audience to research & learn

Page 44: PRSA 2010 - "Branded Content"

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the majority of Americans research purchases online

Page 45: PRSA 2010 - "Branded Content"

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Page 46: PRSA 2010 - "Branded Content"

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Page 47: PRSA 2010 - "Branded Content"

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Page 48: PRSA 2010 - "Branded Content"

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this “ad” (and the next one) was brought to you by federated media.

(um…they’re publishers, not an ad agency)

Page 49: PRSA 2010 - "Branded Content"

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Page 50: PRSA 2010 - "Branded Content"

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benjamin moore on facebook

Page 51: PRSA 2010 - "Branded Content"

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Charmin aggregates content

Page 52: PRSA 2010 - "Branded Content"

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recyclebank / naturemade

Page 53: PRSA 2010 - "Branded Content"

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ultimate guide to email

Page 54: PRSA 2010 - "Branded Content"

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Page 55: PRSA 2010 - "Branded Content"

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Page 56: PRSA 2010 - "Branded Content"

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the jerry seinfeld school of advertising

zero (significant) media buy

Page 57: PRSA 2010 - "Branded Content"

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Page 58: PRSA 2010 - "Branded Content"

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© Copyright 2010 Marketwire, Incorporated. All Rights Reserved.

http://www.youtube.com/watch?v=gBWPf1BWtkw

Page 59: PRSA 2010 - "Branded Content"

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Page 60: PRSA 2010 - "Branded Content"

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Will it blend

Will It Blend? (Blendtec)

Page 61: PRSA 2010 - "Branded Content"

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Why Not Put Content Assets Online?

Page 62: PRSA 2010 - "Branded Content"

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personalize

persona-lize

Page 63: PRSA 2010 - "Branded Content"

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Page 64: PRSA 2010 - "Branded Content"

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Page 65: PRSA 2010 - "Branded Content"

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Page 67: PRSA 2010 - "Branded Content"

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© Copyright 2010 Marketwire, Incorporated. All Rights Reserved.

Page 68: PRSA 2010 - "Branded Content"

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© Copyright 2010 Marketwire, Incorporated. All Rights Reserved.

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give the consumer a reason to tell a story

Page 70: PRSA 2010 - "Branded Content"

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Page 71: PRSA 2010 - "Branded Content"

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Nike ID Interactive Billboard, Times Square

Page 72: PRSA 2010 - "Branded Content"

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www.IslandReefJob.com

Page 73: PRSA 2010 - "Branded Content"

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Over 526 million Google results…and counting.

Page 74: PRSA 2010 - "Branded Content"

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have a plan b

• Nestle “To repeat: we welcome your comments, but please don’t post using an altered version of any of our logos as your profile pic – they will be deleted.”

• Paul Griffin - Hmm, this comment is a bit "Big Brotherish" isn't it? I'll have whatever I like as my logo pic thanks! And if it's altered, it's no longer your logo is it!

• Nestle @Paul Griffin - that's a new understanding of intellectual property rights. We'll muse on that. You can have what you like as your profile picture. But if it's an altered version of any of our logos, we'll remove it form this page.

• Paul Griffin - Not sure you're going to win friends in the social media space with this sort of dogmatic approach. I understand that you're on your back-foot due to various issues not excluding Palm Oil but Social Media is about embracing your market, engaging and having a conversation rather than preaching! Read www.cluetrain.com and rethink!

Page 75: PRSA 2010 - "Branded Content"

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what’s your story?

Page 76: PRSA 2010 - "Branded Content"

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Contact

Sally Falkow

PRESSfeed

[email protected]

@sallyfalkow

Rebecca Lieb

VP, North America, Econsultancy

[email protected]

@lieblink

Colby Cox

Marketwire

[email protected]

@colbcox

Page 77: PRSA 2010 - "Branded Content"

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© Copyright 2010 Marketwire, Incorporated. All Rights Reserved.

Resources

Toolbar: http://www.press-feed.com/toolbar

Blog: Marketwireblog.comPR 2.0: http://www.marketwire.com/mkt/PR2.0/

Marketwire

Pressfeed