prsa 2010 - "branded content"
TRANSCRIPT
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PR Pros and Social Media: Now What?
Colby Cox, Marketwire
PresentersSally Falkow, PRESSfeed
Rebecca Lieb, Econsultancy
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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
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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
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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
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News is Participatory
Source: Pew Internet and American Life Project
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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
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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
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Content Strategy• Listen• Analyze• Find gaps• Find evangelists• Create content that resonates
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Content Spectrum
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The BridgeTurn ‘people stories’ into ‘product stories’ through branded content
Give them content they love and want to share
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Blogs
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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
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Recipes
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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
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Listen……to blog posts about PRSA and public relations
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Listen……to social media conversations about PRSA and public relations
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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
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Find Influencers & Evangelists……on Twitter, Facebook, video, message boards, forums, Wikipedia
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Find Gaps and Opportunities……what are people lacking, looking for, interested in?
Message Boards
Keywords, relationships
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Content
content-ment
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once upon a time…
advertising was an exchange of content for time spent andexposure to advertiser messages
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the media created the content
the advertisers created the advertising
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The Story of Menstruation(brought to you by Disney - and Kotex)
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now:
consumers create content...…and PR professionals are uniquely
positioned to do this, too
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create the content
become the content
otherwise, you’re just competing with the content
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campaigns are obsolete
you want tune-in
you are the media
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so….
you have to think like a publisher
or an entertainment executive
or both
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1. educate/inform/serve
2. amuse/engage/play/entertain
3. create stories consumers can spread
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“serving is the new selling”
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content can help your audience to research & learn
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the majority of Americans research purchases online
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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)
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benjamin moore on facebook
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Charmin aggregates content
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recyclebank / naturemade
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ultimate guide to email
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the jerry seinfeld school of advertising
zero (significant) media buy
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http://www.youtube.com/watch?v=gBWPf1BWtkw
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Will it blend
Will It Blend? (Blendtec)
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Why Not Put Content Assets Online?
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personalize
persona-lize
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give the consumer a reason to tell a story
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Nike ID Interactive Billboard, Times Square
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www.IslandReefJob.com
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Over 526 million Google results…and counting.
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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!
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what’s your story?
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Contact
Sally Falkow
PRESSfeed
@sallyfalkow
Rebecca Lieb
VP, North America, Econsultancy
@lieblink
Colby Cox
Marketwire
@colbcox
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