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 PR Pros and Social Media: Now What? ,[object Object],Colby Cox, Marketwire ,[object Object],Presenters,[object Object],Sally Falkow, PRESSfeed,[object Object],Rebecca Lieb, Econsultancy,[object Object]
Agenda,[object Object],Social Media, PR and Future Directions,[object Object],The Media Landscape,[object Object],Telling Stories – Can We Be the Media? ,[object Object],How to Develop a Content Strategy that Produces Results,[object Object],Case Studies – Best Practices,[object Object]
	"With the fragmentation and decline in many traditional forms of media, every company needs to become its own media company. ,[object Object],	“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.“,[object Object],– David Brain, Edelman President and CEO, Europe, Middle East and Africa,[object Object]
Media Trends,[object Object],American Adults:	20002010,[object Object],Use the internet	45%	79%,[object Object],Have broadband at home	   5%	64%,[object Object],Own a cell phone	 50%	82%,[object Object],Connect wirelessly	   0%	52%,[object Object],Use “cloud” 	<10%               >66% ,[object Object],Are tech social networkers	   0%                  48%,[object Object],Source: Pew Internet and American Life Project,[object Object]
Then and Now,[object Object],Then:,[object Object],	Slow, static connections were built around “my computer”,[object Object],Now:,[object Object],	Fast, mobile connections are built around outside servers and storage,[object Object]
Media Ecosystem has Changed,[object Object],Volume of information,[object Object],Speed of information,[object Object],Variety of sources,[object Object],Time and place shifting,[object Object],Attention expands and contracts,[object Object],Customization tools,[object Object],Social networks,[object Object],Immersive and interactive,[object Object]
News Audience Behaviors,[object Object],68% watching video news,[object Object],62% watching live feeds,[object Object],48% email videos or news stories,[object Object],Source: Pew Internet and American Life Project,[object Object]
News is Pervasive and Portable,[object Object]
News is Participatory,[object Object],Source: Pew Internet and American Life Project,[object Object]
New Rules for Branded Content,[object Object],Reactions to branded content are more positive than to traditional advertising,[object Object],Original, interesting branded content can impact positively on your brand,[object Object],Combined campaigns can be informative and emotive,[object Object],Branded content helps you to stand out from your competitors,[object Object]
The Next Step: Branded Content,[object Object]
ROI,[object Object],Branded TV content performs 1.5 times better than advertisements,[object Object],With Web and social media support, that increases to 2.5 times more effective,[object Object]
Content Strategy,[object Object],Listen,[object Object],Analyze,[object Object],Find gaps,[object Object],Find evangelists,[object Object],Create content that resonates,[object Object]
Content Spectrum,[object Object]
The Bridge,[object Object],	Turn ‘people stories’ into ‘product stories’ through branded content,[object Object],	Give them content they love and want to share,[object Object]
PRSA 2010 - "Branded Content"
Blogs,[object Object]
Content Strategy,[object Object],[object Object]
How-to videos on mixing holiday cocktails
Partner with trendy bartenders
Seed this to the core communityMixologist bloggers,[object Object],	Dad bloggers,[object Object],	Drinks soda reviewers,[object Object],	Mom bloggers who talk about holiday parties,[object Object]
Recipes,[object Object]
PRSA 2010 - "Branded Content"
Take Advantage of Tools,[object Object],MAP (Media Analysis Platform),[object Object],Example – Analyze PRSA and Public Relations over 90 day period:  ,[object Object],MAP is a product from Sysomos, a Marketwire company,[object Object]
Listen…,[object Object],…to blog posts about PRSA and public relations,[object Object]
Listen…,[object Object],…to social media conversations about PRSA and public relations,[object Object]
Listen…,[object Object],…to traditional media covering PRSA and public relations,[object Object]
Analyze…,[object Object],…blogs, social and traditional media with content about PRSA/PR,[object Object],Discussion Themes,[object Object],Keywords & Their Associations,[object Object],Geographic Location ,[object Object],Sentiment: Positive, Negative, Neutral,[object Object]
Find Influencers & Evangelists…,[object Object],…on Twitter, Facebook, video, message boards, forums, Wikipedia,[object Object]
Find Gaps and Opportunities…,[object Object],…what are people lacking, looking for, interested in?,[object Object],Keywords, relationships,[object Object],Twitter,[object Object],Message Boards,[object Object]
Content,[object Object],content-ment,[object Object]
PRSA 2010 - "Branded Content"
once upon a time… advertising was an exchange of content for time spent andexposure to advertiser messages,[object Object]
the media created the content,[object Object],the advertisers created the advertising,[object Object]
PRSA 2010 - "Branded Content"
The Story of Menstruation,[object Object],(brought to you by Disney - and Kotex),[object Object]
PRSA 2010 - "Branded Content"
PRSA 2010 - "Branded Content"
now:,[object Object],consumers create content...,[object Object],…and PR professionals are uniquely positioned to do this, too,[object Object]
	create the content,[object Object],become the content,[object Object],	otherwise, you’re just competing with the content,[object Object]
campaigns are obsolete,[object Object],you want tune-in,[object Object],you are the media,[object Object]
so….,[object Object],you have to think like a publisher,[object Object],or an entertainment executive,[object Object],or both,[object Object]
PRSA 2010 - "Branded Content"
Online PR tactics employed,[object Object],|Social Media and Online PR Report | http://ecly.co/OPR-sm,[object Object]
Change in PR tactics used,[object Object],|Social Media and Online PR Report |   http://ecly.co/OPR-sm,[object Object]
1. educate/inform/serve,[object Object],2. amuse/engage/play/entertain,[object Object],3. create stories consumers can spread,[object Object]
“serving is the,[object Object],        new selling”,[object Object]
content can help your audience to research & learn,[object Object]
the majority of Americans research purchases online,[object Object]
PRSA 2010 - "Branded Content"
PRSA 2010 - "Branded Content"
PRSA 2010 - "Branded Content"
	this “ad” (and the next one) was brought to you by federated media.,[object Object],	(um…they’re publishers, not an ad agency),[object Object]
PRSA 2010 - "Branded Content"
benjamin moore on facebook,[object Object]
Charmin aggregates content,[object Object]
recyclebank / naturemade,[object Object]
ultimate guide to email,[object Object]
PRSA 2010 - "Branded Content"
PRSA 2010 - "Branded Content"
	the jerry seinfeld school of advertising ,[object Object],		zero (significant) media buy,[object Object]
PRSA 2010 - "Branded Content"
http://www.youtube.com/watch?v=gBWPf1BWtkw,[object Object]
PRSA 2010 - "Branded Content"
Will it blend,[object Object],Will It Blend? (Blendtec),[object Object]
Why Not Put Content Assets Online?,[object Object]
personalize,[object Object],persona-lize,[object Object]
PRSA 2010 - "Branded Content"
PRSA 2010 - "Branded Content"
PRSA 2010 - "Branded Content"
PRSA 2010 - "Branded Content"
PRSA 2010 - "Branded Content"
PRSA 2010 - "Branded Content"
give the consumer a reason to tell a story,[object Object]
PRSA 2010 - "Branded Content"
Nike ID Interactive Billboard, Times Square,[object Object]
www.IslandReefJob.com,[object Object]

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PRSA 2010 - "Branded Content"

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Editor's Notes

  1. 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.
  2. 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.
  3. 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!
  4. Use Sysomos to find the influencers in this community
  5. 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)