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#CisionWebinar
Create Better Brand
Content...All Year
Long.
Start preparing now for 2017!

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Annemaria Nicholson
Senior Manager, Content Marketing
@Annemaria_N
Kerry O’Shea Gorgone
Senior Program Manager,
Enterprise Learning at MarketingProfs
@KerryGorgone

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@Cision @KerryGorgone #CisionWebinar
Today’s Participation
• During today’s webinar, attendees will be in
listen-only mode.
• If you are experiencing audio issues, please use the
chat box to contact the webinar host.
• Submit text questions in the chat box: Q&A will be
addressed at the end of today’s webinar.

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Create Better Brand Content...All Year Long!
@Cision @KerryGorgone #CisionWebinar

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Start with a Plan
@Cision @KerryGorgone #CisionWebinar

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Start with a Plan
@Cision @KerryGorgone #CisionWebinar

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Start with a Plan
@Cision @KerryGorgone #CisionWebinar

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Execute Your Vision
@Cision @KerryGorgone #CisionWebinar

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The Promotion Of One Piece of Content
Press
Release
Blog Post
Twitter
Facebook
LinkedIn
YouTube Webinar/Events Advocacy
Sales Comms
Customer Lifecycle
In-Product
Website Feature Page
Execute Your Vision
@Cision @KerryGorgone #CisionWebinar

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@Cision @KerryGorgone #CisionWebinar
Avoiding legal pitfalls
(and what you can do
with your content)

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@Cision @KerryGorgone #CisionWebinar
The Problem:
What You Don’t Know
CAN Hurt You

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Photo credit: Herman Pijpers, flickr.com

13.
Beelzebub, Esq.
Specialties: Killing Fun,
Ruining Good Ideas

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@Cision @KerryGorgone #CisionWebinar

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@Cision @KerryGorgone #CisionWebinar
The Problem:
What You Don’t Know
CAN Hurt You
(or at Least Cost You)

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@Cision @KerryGorgone #CisionWebinar
Problem #1:
Using Copyrighted Content is Risky
1 picture x 1 use =
$4,000

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@Cision @KerryGorgone #CisionWebinar
Problem #2: Streaming Video Without Planning

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@Cision @KerryGorgone #CisionWebinar
Problem #3: Influencers Don’t Always Disclose

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@Cision @KerryGorgone #CisionWebinar
Problem #1:
Using Copyrighted Content is Risky
1 picture x 1 use =
$4,000

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@Cision @KerryGorgone #CisionWebinar
Memes = Copyright Infringement

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“Creative Commons”
content might be stolen...

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@Cision @KerryGorgone #CisionWebinar
Solution #1: Create Your Own

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@Cision @KerryGorgone #CisionWebinar
Problem #2: Streaming Video Without Planning
So new and shiny!
Periscope and
Facebook Live

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@Cision @KerryGorgone #CisionWebinar
Streaming without planning makes you look like…

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@Cision @KerryGorgone #CisionWebinar
Solution #2: Plan Your Live Stream

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@Cision @KerryGorgone #CisionWebinar
Post crowd releases before streaming

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@Cision @KerryGorgone #CisionWebinar
Get signed releases from interviewees

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@Cision @KerryGorgone #CisionWebinar
POLL: Any problems?

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@Cision @KerryGorgone #CisionWebinar
POLL: Any problems?

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@Cision @KerryGorgone #CisionWebinar
POLL: Any problems?

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@Cision @KerryGorgone #CisionWebinar
POLL: Any problems?

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@Cision @KerryGorgone #CisionWebinar
POLL: Any problems?

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@Cision @KerryGorgone #CisionWebinar
Solution #2: Plan Your Live Stream
SHOT 1 SHOT 2 SHOT 3
SHOT 4 SHOT 5 SHOT 6

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@Cision @KerryGorgone #CisionWebinar
Problem #3: Influencers Don’t Always Disclose

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@Cision @KerryGorgone #CisionWebinar
• Placement
• Proximity
• Prominence
• Presentation
The 4Ps of Disclosing Brand/Blogger Relationships

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@Cision @KerryGorgone #CisionWebinar

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@Cision @KerryGorgone #CisionWebinar
#SPON
#AD
#CLIENT

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@Cision @KerryGorgone #CisionWebinar
Solution #4:
Require Influencers to Disclose

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@Cision @KerryGorgone #CisionWebinar
Design Disclosures for a
Moron in a Hurry

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@Cision @KerryGorgone #CisionWebinar
POLL: Any disclosure issue?

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@Cision @KerryGorgone #CisionWebinar
The $16,000+ Mistake

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@Cision @KerryGorgone #CisionWebinar

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@Cision @KerryGorgone #CisionWebinar
The Problem:
What You Don’t Know
CAN Hurt You

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@Cision @KerryGorgone #CisionWebinar
The Solution:
Actively Look for Potential Problems
Ahead of Time

45.
Beelzebub, Esq.
Specialties: Killing Fun,
Ruining Good Ideas

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Analyze and Optimize

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Analyze and Optimize

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@Cision @KerryGorgone #CisionWebinar
Questions & Answers
Please enter your questions
for the speaker in the chat
box of your webinar console
or tweet them to
#CisionWebinar.

49.
@Cision @KerryGorgone #CisionWebinar
Thank you for Attending!
About Cision:
Cision is a leading media communication technology and analytics company that enables marketers and
communicators to effectively manage their earned media programs to drive business impact. As the creator
of the Cision Communication Cloud™, Cision has combined cutting-edge data, analytics, technology and
services into a unified communication ecosystem that helps brands build meaningful & enduring
relationships with influencers and buyers.
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