PRSA 2010 - "Branded Content"

#marketwire

PR Pros and Social Media: Now What?

Colby Cox, Marketwire

PresentersSally Falkow, PRESSfeed

Rebecca Lieb, Econsultancy

#marketwire

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

#marketwire

"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

#marketwire

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

#marketwire

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

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

#marketwire

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

#marketwire

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

#marketwire

News is Pervasive and Portable

#marketwire

News is Participatory

#marketwire

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

#marketwire

The Next Step: Branded Content

#marketwire

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

#marketwire

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

#marketwire

Content Spectrum

#marketwire

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

Give them content they love and want to share

#marketwire

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

#marketwire

Recipes

#marketwire

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

#marketwire

Listen……to blog posts about PRSA and public relations

#marketwire

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

#marketwire

Listen……to traditional media covering PRSA and public relations

#marketwire

Analyze…

Discussion Themes

Geographic Location Sentiment: Positive, Negative, Neutral

Keywords & Their Associations

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

#marketwire

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

#marketwire

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

Message Boards

Twitter

Keywords, relationships

#marketwire

Content

content-ment

#marketwire

once upon a time…

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

#marketwire

the media created the content

the advertisers created the advertising

#marketwire

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

#marketwire

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

positioned to do this, too

#marketwire

create the content

become the content

otherwise, you’re just competing with the content

#marketwire

campaigns are obsolete

you want tune-in

you are the media

#marketwire

so….

you have to think like a publisher

or an entertainment executive

or both

#marketwire

1. educate/inform/serve

2. amuse/engage/play/entertain

3. create stories consumers can spread

#marketwire

“serving is the new selling”

#marketwire

content can help your audience to research & learn

#marketwire

the majority of Americans research purchases online

#marketwire

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

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

#marketwire

benjamin moore on facebook

#marketwire

Charmin aggregates content

#marketwire

recyclebank / naturemade

#marketwire

ultimate guide to email

#marketwire

the jerry seinfeld school of advertising

zero (significant) media buy

#marketwire

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

#marketwire

Will it blend

Will It Blend? (Blendtec)

#marketwire

Why Not Put Content Assets Online?

#marketwire

personalize

persona-lize

#marketwire

give the consumer a reason to tell a story

#marketwire

Nike ID Interactive Billboard, Times Square

#marketwire

www.IslandReefJob.com

#marketwire

Over 526 million Google results…and counting.

#marketwire

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!

#marketwire

what’s your story?

#marketwire

Contact

Sally Falkow

PRESSfeed

sally@press-feed.com

@sallyfalkow

Rebecca Lieb

VP, North America, Econsultancy

Rebecca.Lieb@econsultancy.com

@lieblink

Colby Cox

Marketwire

ccox@marketwire.com

@colbcox

#marketwire

Resources

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

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

Marketwire

Pressfeed

PRSA 2010 - "Branded Content"

Documents

Transcript of PRSA 2010 - "Branded Content"

PRSA PM SESSION

Thank You OC/PRSA

PRSA APR Media Prep

Prsa social-pr-secrets

Prsa international 2011_2

1 Anatomy of Advertising Marketing Function M. Larry Litwin, APR, Fellow PRSA © 2010.

Springfield PRSA Presentation

PRSA Travel & Tourism 2010

Hodges Digital - PRSA Richmond

PRSA Membership Certificate

Prsa fairbanks

GNP Branded Gear's Admission & Orientation 2010 Catalog

0 prsa full frontal_22_aug13

PRSA Nashville Student Internship Directory 2012-2013* 2012version1.… · PRSA Nashville Student Internship Directory 2012-2013* PRSA Nashville. and its . Young Professionals section

PRSA Kansas analytics presentation

PRSA Int'l. Conf. 2010: PR & The Web 3.0 Revolution

PRSA For WDM

Lieb Presentation Prsa

High Tech Tools for PR- PRSA International Conference 2010

How To Create Branded Calendar For Year 2010