“It is not the strongest of the species that survives, nor the most intelligent that

survives. It is the one that is survives. It is the one that is the most adaptable to

change.”

Charles Darwin

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@gavinmoffat@gavinmoffat

A chat about streaming media and its place in PRA chat about streaming media and its place in PR

4 November 20094 November 2009

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What: we’ll coverWhat: we’ll cover

• What: is streaming media?

• What: is today’s brand conversation?

• What’s: in today’s marketing mix?

• What: is a social media release?

• What: should we use streaming media for?

• Why: is content king (or is the search engine king)?

• What: should streaming media be used for?• What: should streaming media be used for?

• When: should it be used?

• What: is the cost?

• How: do you measure success?

• What: is the measure of success?

• How: do you get your content seen?

• What’s: all the fuss?

• Where: to from here?3

What’s: in today’s brand conversationWhat’s: in today’s brand conversation

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Marketing = Everyone LiesMarketing = Everyone Lies

• Stakeholders – more cynical – less discerning

• Rejecting advertising

• Brand created at the point of contact

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What: does this have to do with the brand?What: does this have to do with the brand?

• Multi-generational audiences (internal and external)

• Multiple, disparate communication platforms and mechanisms

• No longer bound by physical and time • No longer bound by physical and time boundaries

• Requires significant customisation of messaging

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What: is streaming media?What: is streaming media?

• Refers to the delivery method

• Live

• Via a telecommunications networks

• Audio/Video or audio visual

• Content – important enough to be live

• Something audience wants to see

• Fixed deposit

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What: is a social media release?What: is a social media release?

• Includes/allows for:

– Website

– Aggregates news release content

– Newsworthy content

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What: is a social media release?What: is a social media release?

• Includes/allows for:

– Website

– Aggregates news release content

– Newsworthy content

– Multimedia files (audio/video)– Multimedia files (audio/video)

– Social network site tagging/bookmarking

– Friendly engaging format

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What: should we use streaming media for?What: should we use streaming media for?

Communicate:

• with staff/training

• With customers/CRM

• with suppliers/info sharing

• with media/announcements

Consider all options

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Why: is content King?Why: is content King?

• Great content stands out

• Quality / authentic / honest / human

• Of value

• Concise

• Access to something not otherwise accessible

• Stanford on iTunes

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Stanford in iTunesStanford in iTunes

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When: should it be used?When: should it be used?

• Target market known

• Segmented

• Know needs / wants / likes / dislikes

• When you can direct them to content

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When: should it be used? When: should it be used?

Criteria

– Audience

– Tools

– Message

Ericsson – Volvo Ocean Race

– An excuse/focal point to communicate

– Align goals

– Global/effective medium

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When: should it be used?When: should it be used?

• To tell someone something interesting – to them

• To provide insight

• To create the foundation for a conversationconversation

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When: should it be used?When: should it be used?

• To surprise people

• They want to be surprised, pleasantly

• Tool – humour / honesty / openness / responsiveness

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What: is a surprise?What: is a surprise?

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What: is a surprise?What: is a surprise?

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When: should it be used?When: should it be used?

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What: is the cost?What: is the cost?

• Production / preparation

• Bandwidth

• Cost of not using the medium

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How: do you measure success?How: do you measure success?

• Response

• Registrations

• # of views

• Length of views

• Hits

• Data gathered

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What: is the measure of success?What: is the measure of success?

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What: is the measure of success?What: is the measure of success?

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What: is the measure of success?What: is the measure of success?

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What: is the measure of success?What: is the measure of success?

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What: is the measure of success?What: is the measure of success?

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What: is the measure of success?What: is the measure of success?

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What: is the measure of success?What: is the measure of success?

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What: is the measure of success?What: is the measure of success?

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What: is the measure of success?What: is the measure of success?

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How: do you get your content seen?How: do you get your content seen?

• Internal

–WIIFM

–Great content with a buzz

• Big Enchilada – referrals

• Sites – cracker / zoopy / youtube

• Great content – 2 482 642 timeswww.posterous.com/melodymaker

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What’s: all the fuss?What’s: all the fuss?

• A compelling medium

• Online or mobile

• Educational

• Web needs great content

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Where: to from here?Where: to from here?

• Mobile

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Why: education?Why: education?

• Any venue with access to PC and internet –

venues in major centres

• PowerPoint, Flash or video

• Dynamic instruction

• When used with two-way communications it • When used with two-way communications it

becomes interactive – Edureach and Star

Schools

• One to many education for underserviced areas

• Video sharing on social networks

• User generated educational vids

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Where: to from here?Where: to from here?

• Choose the right medium for the job at hand

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A brand must tell a

story. People like

stories. They like a stories. They like a

brand that tells stories.

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Thank you

for your valuable time

and courteous attentionand courteous attention

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www.puruma.com

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