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

• 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?

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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 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)– 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

conversation

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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?

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 times

www.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 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 brand that tells stories.

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Thank you

for your valuable time and courteous attention

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www.puruma.comwww.twitter.com/gavinmoffat

www.qik.com/gavinmoffat

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