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Engage with media in a modern world, learn about brand publishing, the hyperlocal trend and engaging with consumers in a new ways.
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Successfully Engaging with Modern Media
The media landscape has changed
MultipleMedia
Channels
ExhibitionismUser generated
contentVoyeurism
What othersAre doing
Real timeTechnology
Era of Engagement
TechnologyShift
TechnologyShift
Driven by
Old vs New world
• Everything goes digital
• Mobile• Wearble Tech• Globalisation• Death of Pay TV• Print will die
• 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
• Rise of Citizen Journalism
• News Breaks in digital world
• Influencers who aren’t media
• Multimedia formats
• Media as Gatekeepers
• Trusted • Huge Influence
• Media as Gatekeepers
• Trusted • Huge Influence
OldOld NewNew FutureFuture
The model is still the same
PaidAdvertising
EarnedPublicity
Third party endorsementOrganic
OwnedAssets
What does this mean?
Anyone can break news
News Breaks On Twitter
News cycles have changed
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
Bad News travels fast
Social Media Drives Conversation
There is nowhere to hide
Instant response is required
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)
Get to the point quicklyHeadline, 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
Invest in the Digital Press Kit
The Digital Celebrity
Rise of the Digital Celebrity“Digiratti”
• People choose to follow people. People they trust and like, not the platform or media channel
Leveraging bloggers & celebrities
• $13,000 per tweet
• 8 Million+ followers
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 PaySend a product, with no strings attached
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
Opportunities
Competitions & Giveaways
Beautiful Imagery
Reviews
Promote them & Engage
Interesting drops
IT’S A NEW WORLD
Brand PublishingContent 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
Leveraging Social Networks
• Coca Cola created its own blogger contributor network focusing on new talent instead of 'big names', called 'The Opener'.
User Generated content
Why Content Marketing?
Shift in Budgets
Why?
Brands Need a Killer Team
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
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
First Port of call when researching stories
Oriella PR Network Global Digital Journalism study 2013
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
WATCH THE HYPER LOCAL TREND
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
All content added to the site is tagged with geo-location data, which can be viewed on an interactive map
“Think like a publisher, not a marketer.” – David Meerman Scott
Contact Janine [email protected]