PRSA 2010 - "Branded Content"
- 1. PR Pros and Social Media: Now What? Colby Cox, Marketwire PresentersSally Falkow, PRESSfeedRebecca Lieb, Econsultancy
- 2. AgendaSocial Media, PR and Future DirectionsThe Media LandscapeTelling Stories – Can We Be the Media? How to Develop a Content Strategy that Produces ResultsCase Studies – Best Practices
- 3. "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
- 4. Media TrendsAmerican Adults: 20002010Use 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
- 5. Then and NowThen: Slow, static connections were built around “my computer”Now: Fast, mobile connections are built around outside servers and storage
- 6. Media Ecosystem has ChangedVolume of informationSpeed of informationVariety of sourcesTime and place shiftingAttention expands and contractsCustomization toolsSocial networksImmersive and interactive
- 7. News Audience Behaviors68% watching video news62% watching live feeds48% email videos or news storiesSource: Pew Internet and American Life Project
- 8. News is Pervasive and Portable
- 9. News is ParticipatorySource: Pew Internet and American Life Project
- 10. New Rules for Branded ContentReactions to branded content are more positive than to traditional advertisingOriginal, interesting branded content can impact positively on your brandCombined campaigns can be informative and emotiveBranded content helps you to stand out from your competitors
- 11. The Next Step: Branded Content
- 12. ROIBranded TV content performs 1.5 times better than advertisementsWith Web and social media support, that increases to 2.5 times more effective
- 13. Content StrategyListenAnalyzeFind gapsFind evangelistsCreate content that resonates
- 14. Content Spectrum
- 15. The Bridge Turn ‘people stories’ into ‘product stories’ through branded content Give them content they love and want to share
- 17. Blogs
- 18. Content StrategyA series of how-to videos about making holiday cocktails using vodka and Reed’s sodas
- 19. How-to videos on mixing holiday cocktails
- 20. Partner with trendy bartenders
- 21. Seed this to the core communityMixologist bloggers Dad bloggers Drinks soda reviewers Mom bloggers who talk about holiday parties
- 22. Recipes
- 24. 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
- 25. Listen……to blog posts about PRSA and public relations
- 26. Listen……to social media conversations about PRSA and public relations
- 27. Listen……to traditional media covering PRSA and public relations
- 28. Analyze……blogs, social and traditional media with content about PRSA/PRDiscussion ThemesKeywords & Their AssociationsGeographic Location Sentiment: Positive, Negative, Neutral
- 29. Find Influencers & Evangelists……on Twitter, Facebook, video, message boards, forums, Wikipedia
- 30. Find Gaps and Opportunities……what are people lacking, looking for, interested in?Keywords, relationshipsTwitterMessage Boards
- 33. once upon a time… advertising was an exchange of content for time spent andexposure to advertiser messages
- 34. the media created the contentthe advertisers created the advertising
- 36. The Story of Menstruation(brought to you by Disney - and Kotex)
- 39. now:consumers create content...…and PR professionals are uniquely positioned to do this, too
- 40. create the contentbecome the content otherwise, you’re just competing with the content
- 41. campaigns are obsoleteyou want tune-inyou are the media
- 42. so….you have to think like a publisheror an entertainment executiveor both
- 44. Online PR tactics employed|Social Media and Online PR Report | http://ecly.co/OPR-sm
- 45. Change in PR tactics used|Social Media and Online PR Report | http://ecly.co/OPR-sm
- 46. 1. educate/inform/serve2. amuse/engage/play/entertain3. create stories consumers can spread
- 47. “serving is the new selling”
- 48. content can help your audience to research & learn
- 49. the majority of Americans research purchases online
- 53. this “ad” (and the next one) was brought to you by federated media. (um…they’re publishers, not an ad agency)
- 55. benjamin moore on facebook
- 58. ultimate guide to email
- 61. the jerry seinfeld school of advertising zero (significant) media buy
- 65. Will it blendWill It Blend? (Blendtec)
- 66. Why Not Put Content Assets Online?
- 74. give the consumer a reason to tell a story
- 76. Nike ID Interactive Billboard, Times Square
- 78. Over 526 million Google results…and counting.
- 79. have a plan bNestle “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!
- 81. ContactRebecca LiebVP, North America, EconsultancyRebecca.Lieb@econsultancy.com@lieblinkSally FalkowPRESSfeedsally@press-feed.com @sallyfalkowColby CoxMarketwireccox@marketwire.com@colbcox
- 82. ResourcesMarketwireBlog: Marketwireblog.comPR 2.0: http://www.marketwire.com/mkt/PR2.0/PressfeedToolbar: http://www.press-feed.com/toolbar
Editor's Notes
- #17: Another phrase we researched for Reed’s Inc, a maker of natural sodas, was ‘holiday party.’ Again, as one would expect, it peaks over the holiday season. But the vital piece of intelligence is WHEN it starts to peak. In 2009 the searches started early in October. In 2010 it is just starting to increase.
- #18: One of the words strongly associated with holiday party is cocktail. Looking at the buzz around holiday cocktails we found that the conversation is centered around vodka, and other items of interest are recipes, bartender and garnish.
- #20: Here is one of the cocktails. Reed’s has a new product out called Raspberry Ginger Ale. There are more than 200 recipes for cocktails made with ginger ale!
- #21: Use Sysomos to find the influencers in this community
- #22: Sysomos analysis billions of conversations around the worldTo refine the search we incorporate “public relations” to ensure we analyze the correct PRSA (versus “Pseudo Random Sequence of Arrays” (PRSA) or Puerto Rica Studies Association)