Presentation about appling digital lifestreaming tactics to Brands. Presented internally to Weber Shandwick colleagues.

1. Brandstreaming
The art of extending your brand digitally
24th November 2008
Jonny Rosemont
Consultant, Screengrab, Weber Shandwick

2. Agenda
 What is lifestreaming?
 What is brandstreaming?
 The benefits?
 How do we go about doing it?
 Questions

3. What is lifestreaming?
 Lifestreaming is a new way of documenting the activities
surrounding your life using a chronologically-ordered collection of
information
 Lifestreaming is the aggregation and merging of multiple RSS feeds
into a single point of entry – online is more complex than just
blogging
 The output is a concentrated unique stream of information
comprised of a person's ideas, beliefs, passions, thoughts, and
interests - that defines who they are
 Your individual “digital footprint”
 Lifestreaming is driving services such as FriendFeed that support the
constant flow of content coming from the Social Web

4. Video to watch
 http://uk.youtube.com/watch?v=mg_QZosJMGA

5. My lifestream
 Blog: http://jonnyrosemont.wordpress.com  Last.fm:
http://www.last.fm/user/rosemontjd/
 Twitter: http://www.twitter.com/rosemontjd
 Delicious: http://delicious.com/rosemontjd
 YouTube:
http://www.youtube.com/profile?user=rosem  Digg: http://www.digg.com/users/rosemontjd
ontjd
 Qype:
 Flickr: http://www.qype.co.uk/people/rosemontjd
http://www.flickr.com/photos/jonathanrosem
ont/  Friendfeed:
http://friendfeed.com/rosemontjd
 Facebook:
http://www.facebook.com/profile.php?id=526
155633
 LinkedIn:
http://www.linkedin.com/in/rosemontjd

7. Why is this important?
 According to Universal McCann, content consumption off
websites jumped 153% in the last 9 months (WAVE 3 research)
 53% of online users are now consuming content outside of a
publisher's site, through blogs, widgets, RSS readers, social
networks and mobile devices; traditional web build is no
longer the only effective way to reach audiences online
 So how do we PR our clients when they are no longer driving
your own communications? We need to have to look for new
and innovative vehicles to reach audiences with relevant
content that is meaningful to the consumer, where they are
consuming media. This is where Brandstreaming comes into
play

8. Digital Strategy. Distilled
Community Advocacy Content
Brandstreaming is all about building advocacy

9. What is brandstreaming?
 A brandstream is a consistent flow of content created by a
brand
 Brandstreaming is creating new ways to engage social
connections and information sharing between companies and
their consumers
 A brandstream could include (but is not limited to) blogs,
podcasts, videos, press releases, product reviews, pictures of
the company picnic, whitepapers and customer feedback
vehicles
 Consumers can receive a company's brandstream via an RSS
News Feed. However, brandstreaming is not simply pushing
information out to consumers however

10. What is brandstreaming? (cont.)
 A brandstream shares and communicates a company's
ideas, beliefs, passions, thoughts, and values - it defines the
company - while it communicates the brand and engages
 RSS feeds are one of the critical building blocks of
brandstreaming. Evolution of the quot;Social Media Press Releasequot;
(SMPR) concept, which is defined as more than just a
company announcement - it also quot;provides links and assets to
social media: blogs, images, videos, tags, etc
 Now let us look at brandstreaming in action...

11. Obama

12. Conservative Party (UK)

13. Innocent Drinks

14. General Motors

15. Ford

16. Harley Davidson

17. Daimler

18. Electrolux

19. Monster

20. Capgemini / BlackBerry / Cisco

21. Dell

22. Wispa

23. AT&T

24. Orange

25. Kodak

26. J&J

27. Southwest Airlines

28. The benefits?
 It is cheap and easy to do
 Increased brand awareness
 Direct brand engagement
 Customer opt in – no “pitching” required
 Customer feedback – ongoing “focus group”
 You can easily calculate ROI

29. The benefits? (cont.)
 Brands seen as “human” thanks to opening up of
dialogue
 Issue ownership – effectively extending offline
comms strategies
 Fostering collaboration and knowledge sharing
 Improved “Google Juice” i.e. SEO
 Early response to crisis communications situations

30. So, how do we do it?

31. The complex land

32. The complex land. Distilled

33. The complex land. Distilled even more
Content type Popular destinations
Video YouTube, Daily Motion, Metacafe, MSN Video, Google Video, MySpace
Video, iTunes
Audio iTunes, Last.fm
Documents Google Documents, SlideShare
Pictures/photos Flickr, Photobucket
Social Networks Facebook, MySpace, Bebo, LinkedIn
Events Google Calendar, Meetup, Upcoming
Blogging Wordpress
Microblogging Twitter
Livecasting Qik
Wiki Wikipedia (although we can’t edit)
Social bookmarking Digg, Delicious, Reddit, StumbleUpon, Mixx
Lifestreaming Friendfeed

34. Market analysis still applies

35. The twelve tasks of brandstreaming
1. Identify your audience
2. Identify your suitable existing content, and create some new
where possible
3. Create account “profiles”, “pages” or “channels” on the
appropriate destinations
4. Upload content to the accounts
5. Make sure content has appropriate descriptions and “tags”
6. Create a FriendFeed lifestream for the brand

36. The twelve tasks (cont.)
7. Prominently promote the brandstreaming elements via
existing web properties (.com or press centre). RSS!
8. Prominently promote the brandstreaming elements via any
marketing communications
9. Keep brandstreaming elements up-to-date, entice people
with fresh content
10. Engage with your newly-found audience, but don’t “sell”
11. Moderate and respond to issues where necessary
12. Calculate ROI – traffic data, who’s viewing the content, SEO

37. It might seem daunting, but...
 ...it is early days
 ...it is simple, once you know how
 ...it is likely you have some suitable content already
 ...your audience is online and already on these sites (also are you and your
clients)
 ...it can be manageable and scalable

38. We are here to help
 Please ask Screengrab for help
 The rules of engagement, as already discussed
many a time, still very much apply. Some brands
will get it wrong but it is our job to make sure our
clients aren’t the ones that do

39. Remember this...
 It is not just about simple publishing
 It is about creating a two-way dialogue between a brand
and its audience, using suitable content as the bait in
environments that are already populated

40. A final note. Mobile
 2009...the year of mobile?
 8x growth of traditional internet
 iPhone and Google Android
 Data package prices make mobile video a
reality
 Why not investigate a .mobi site which
provides a brandstreaming experience for
visitors?
 Is this something consumers and press
alike might value?

41. Questions?
jrosemont@webershandwick.com
Ext. 2584
+44 (0) 20 7067 0584