PRSA Branded Content presentation given by Sally Falkow, Rebecca Lieb, and Colby Cox

1. PR Pros and Social Media: Now What? Colby Cox, Marketwire Presenters Sally Falkow, PRESSfeed Rebecca Lieb, Econsultancy

2. 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

3. "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

4. Media Trends American Adults: 20002010 Use 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

5. Then and Now Then: Slow, static connections were built around “my computer” Now: Fast, mobile connections are built around outside servers and storage

6. 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

7. News Audience Behaviors 68% watching video news 62% watching live feeds 48% email videos or news stories Source: Pew Internet and American Life Project

8. News is Pervasive and Portable

9. News is Participatory Source: Pew Internet and American Life Project

10. 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

11. The Next Step: Branded Content

12. 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

13. Content Strategy Listen Analyze Find gaps Find evangelists Create content that resonates

14. Content Spectrum

15. The Bridge Turn ‘people stories’ into ‘product stories’ through branded content Give them content they love and want to share

17. Blogs

19. How-to videos on mixing holiday cocktails

20. Partner with trendy bartenders

21. Seed this to the core communityMixologist bloggers Dad bloggers Drinks soda reviewers Mom bloggers who talk about holiday parties

22. Recipes

24. Take Advantage of Tools MAP (Media Analysis Platform) Example – Analyze PRSA and Public Relations over 90 day period: MAP is a product from Sysomos, a Marketwire company

25. Listen… …to blog posts about PRSA and public relations

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

27. Listen… …to traditional media covering PRSA and public relations

28. Analyze… …blogs, social and traditional media with content about PRSA/PR Discussion Themes Keywords & Their Associations Geographic Location Sentiment: Positive, Negative, Neutral

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

30. Find Gaps and Opportunities… …what are people lacking, looking for, interested in? Keywords, relationships Twitter Message Boards

31. Content content-ment

33. once upon a time… advertising was an exchange of content for time spent andexposure to advertiser messages

34. the media created the content the advertisers created the advertising

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

39. now: consumers create content... …and PR professionals are uniquely positioned to do this, too

40. create the content become the content otherwise, you’re just competing with the content

41. campaigns are obsolete you want tune-in you are the media

42. so…. you have to think like a publisher or an entertainment executive or both

44. Online PR tactics employed |Social Media and Online PR Report | http://ecly.co/OPR-sm

45. Change in PR tactics used |Social Media and Online PR Report | http://ecly.co/OPR-sm

46. 1. educate/inform/serve 2. amuse/engage/play/entertain 3. create stories consumers can spread

47. “serving is the new selling”

48. content can help your audience to research & learn

49. the majority of Americans research purchases online

53. this “ad” (and the next one) was brought to you by federated media. (um…they’re publishers, not an ad agency)

55. benjamin moore on facebook

56. Charmin aggregates content

57. recyclebank / naturemade

58. ultimate guide to email

61. the jerry seinfeld school of advertising zero (significant) media buy

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

65. Will it blend Will It Blend? (Blendtec)

66. Why Not Put Content Assets Online?

67. personalize persona-lize

74. give the consumer a reason to tell a story

76. Nike ID Interactive Billboard, Times Square

77. www.IslandReefJob.com

78. Over 526 million Google results…and counting.

79. 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!

80. what’s your story?

81. Contact Rebecca Lieb VP, North America, Econsultancy Rebecca.Lieb@econsultancy.com @lieblink Sally Falkow PRESSfeed sally@press-feed.com @sallyfalkow Colby Cox Marketwire ccox@marketwire.com @colbcox

82. Resources Marketwire Blog: Marketwireblog.com PR 2.0: http://www.marketwire.com/mkt/PR2.0/ Pressfeed Toolbar: http://www.press-feed.com/toolbar