Successfully engaging with modern media
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The document discusses the modern media landscape, highlighting the rise of digital and social media, the importance of real-time response, and the shift towards user-generated content. It emphasizes the need for organizations to adapt their crisis communication strategies, engage with digital influencers authentically, and utilize various multimedia formats for storytelling. Additionally, it notes the significance of credibility and trust in media and the relevancy of both traditional and new media channels in current communication practices.
Successfully engaging with modern media
- 1. Successfully Engaging with Modern Media
- 2. The media landscape has changed Multiple Media Channels Exhibitionism User generated content Voyeurism What others Are doing Real time Technology Era of Engagement Driven by
- 3. Old vs New world • Everything goes digital • Mobile • Wearble Tech • Globalisation • Death of Pay TV • Print will die • Rise of Citizen Journalism • News Breaks in digital world • Influencers who aren’t media • Multimedia formats • Media as Gatekeepers • Trusted • Huge Influence Old New Future
- 4. The model is still the same Paid Advertising Earned Publicity Third party endorsement Organic Owned Assets
- 5. What does this mean?
- 6. Anyone can break news
- 7. News Breaks On Twitter
- 8. News cycles have changed
- 9. News Cycle • No news cycle like traditional media • Break stories in seconds • Verification of facts is key • Traditional media have to feature news in digital realm over waiting for next publication or broadcast date
- 10. Bad News travels fast
- 11. Social Media Drives Conversation
- 12. There is nowhere to hide
- 13. Instant response is required
- 14. Need for Crises Communications • Organisations/brands must be prepared for a crises and have relevant accounts setup • Once communicate during a crises you must continue to be vocal • People must be trained on the new realities of digital (marketing, ops, customer services etc) • Best practice – when to respond • Who is it • How credible are they • How credible are their thoughts • Look at velocity...is it travelling • Don’t send link around do a screen dump (people clicking on from your company push up rankings/hits)
- 15. Get to the point quickly Headline, summary, body, facts Multimedia Links - videos on YouTube, images, RSS feeds and more Relevant links & Tags - social bookmarking sites, Twitter hashtags or Facebook fan pages Package info for the Digital world
- 16. Invest in the Digital Press Kit
- 18. Rise of the Digital Celebrity “Digiratti” • People choose to follow people. People they trust and like, not the platform or media channel
- 19. Leveraging bloggers & celebrities • $13,000 per tweet • 8 Million+ followers
- 20. To Pay or Not to Pay? Right Brand Fit Clear Expectations Transparency Must be Sincere ? When it’s not obvious that it is an ad, people should disclose that they are being paid If you pay a blogger for a sponsored post, product review, or giveaway, the blogger must sincerely like the brand Clear guidelines of what is expected Don’t Pay Send a product, with no strings attached
- 21. Pitching to Social Media influencers • Treat them as individuals and not just another marketing channel • Build on going relationships for the long term • Have ongoing conversations • Add value to their audiences • Be honest - bloggers will expose bullshit • Ask them what they want or need from you • Don’t expect them to love your product
- 22. Opportunities Competitions & Giveaways Beautiful Imagery Reviews Promote them & Engage Interesting drops
- 25. IT’S A NEW WORLD
- 26. Brand Publishing Content marketing at its best! • Coca Cola Kills the Press Release • Created a newsroom with journalism skills • Took a traditional magazine and made it digital – The Journey
- 28. Leveraging Social Networks • Coca Cola created its own blogger contributor network focusing on new talent instead of 'big names', called 'The Opener'.
- 31. Shift in Budgets
- 32. Why?
- 33. Brands Need a Killer Team
- 34. Media Evolution • Paid-for smartphone apps for rich media content are rising in popularity • Publication-owned Twitter and Facebook pages • Use of blogs and microblogs (Twitter, Facebook) to source and verify news stories – but only when the sources behind those feeds are known to the journalists • Journalists’ personal use of social media is also growing • Social media means more than blogs and Twitter – in particular, the use of Google Plus by journalists is rising • 40% of global media outlets have a mobile app • Journalists are generating content in multiple formats
- 36. Traditional Media Still Strong • Traditional holds steady - 50 per cent of media maintain their offline print or broadcast outlet had the largest audience Source: Oriella PR Network Global Digital Journalism study 2013
- 37. First Port of call when researching stories Oriella PR Network Global Digital Journalism study 2013
- 38. What this means? Credibility & Trust is Key Range of storytelling assets Crises Planning Media Insights Tradtional is not dead yet Be ready for a crises - one post or tweet is all it takes to damage your reputation Get to know your media by watching what they tweet, post and write about Develop a range of storytelling assets beyond the press release – video, images, opinion led content, infographics Realtime Real time tracking and response
- 39. WATCH THE HYPER LOCAL TREND
- 40. Hyper-Local • Hyper local is still very new • Geo-targeting and hyper-local marketing is in SA – Marketing & Advertising: send messages that are geographically targeted and demographically filtered – Content that is geo-targeted for search success – Real-time targeting: OOH, at events, displays, point of sale, mobile apps, live promotions
- 41. All content added to the site is tagged with geo-location data, which can be viewed on an interactive map
- 48. “Think like a publisher, not a marketer.” – David Meerman Scott Contact Janine Lloyd Janine.lloyd@prexpert.co.za
Editor's Notes
- #3: Era evolution – 80s awareness era (trust what people told us). Activist env. 90s attentive era 2000s engagement era
- #5: Era evolution – 80s awareness era (trust what people told us). Activist env. 90s attentive era 2000s engagement era
- #7: Incorrect news can surface Affects news cycles – old news quickly
- #9: Bad news can break anytime No longer wait
- #11: Be ready for it Good planning Crises plans Responses