Brand Journalism and the Rise of Self-Published Content

HDC / Making the world more active. BRAND JOURNALISM Sara Meaney Partner | VP Social Media + PR Hanson Dodge Creative October 12, 2011 @sarameaney©Copyright Hanson Dodge Creative. All Rights Reserved. 2

Active minds at work / Strategists, Brand Experience Designers,Marketers, Application Developers, Social Media Experts, Programmers,Video Producers and Planners collaborating on innovative ideas. 3

HDC / Making the world more active. BRAND JOURNALISM First things ﬁrst: • Let’s deﬁne it. Brand • Why is it relevant? Journalism • What are the critics saying? • Who are the real winners? • The options©Copyright Hanson Dodge Creative. All Rights Reserved. 5

HDC / Making the world more active. BRAND JOURNALISMPaid media:rent spacefrom thepublisher • Print • Broadcast • Online • Search • Product placement • Social advertising©Copyright Hanson Dodge Creative. All Rights Reserved. 8

HDC / Making the world more active. BRAND JOURNALISMEarned media:convince thepublisher • Editorial coverage • Feature stories • Broadcast news • Expert opinion • Blogger relations • Social sharing©Copyright Hanson Dodge Creative. All Rights Reserved. 9

HDC / Making the world more active. BRAND JOURNALISMOwned media:be the • Blog contentpublisher • Videos • Image galleries • Social platform content • Live streaming events • Website content, design©Copyright Hanson Dodge Creative. All Rights Reserved. 10

HDC / Making the world more active. BRAND JOURNALISM Prof. Larry Stuelpnagel, who teaches journalism with an emphasis on broadcast journalism, said the name change reﬂects both the schools history and its adaptation for the future. "Were still going to be the Medill School of Journalism, A merger but this reﬂects 21st-century media," he said. of disciplines?©Copyright Hanson Dodge Creative. All Rights Reserved. 11

HDC / Making the world more active. BRAND JOURNALISM “Brand Journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook- laden corporate drivel.” WebInkNow. Marketing and Leadership Strategies. Brand Journalism, David Meerman Scott. March 29, 2010.©Copyright Hanson Dodge Creative. All Rights Reserved. 12

HDC / Making the world more active. BRAND JOURNALISM “Fifteen years after most news organizations went online, it’s clear that old media business models have been irrevocably disrupted and that the new models are fundamentally different from what they once were.” Columbia Journalism School, Tow Center for Digital Journalism. The Story So Far, What we Know about Digital Journalism. Grueskin, B., Seave, A, Graves, L.©Copyright Hanson Dodge Creative. All Rights Reserved. 13

HDC / Making the world more active. BRAND JOURNALISM “Brand journalism is the model for communicating value…and why people will benefit from your services and products. The method is through the credibility and influence of legitimate news stories. ” New Strategies. Strategic Content Creation & Brand Reputation Management in the Digital Era. Advantage of Corporate Journalism Deliver Distinction. Henderson, D.©Copyright Hanson Dodge Creative. All Rights Reserved. 14

HDC / Making the world more active. BRAND JOURNALISM “I think that people will only read good content if it has value outside the corporate mandate. If you tell really good stories then that’s marketing in itself. You’re showing, not telling...” theidealists. What is Branded Journalism? Sparksheet Editor Dan Levy Explains, Campbell, K. September.19.2011©Copyright Hanson Dodge Creative. All Rights Reserved. 15

HDC / Making the world more active. BRAND JOURNALISM It’s true, I just can’t remember where I heard it... Medical Dictionary source amnesia n. Memory loss that makes it impossible to recall the origin of the memory of a given event.©Copyright Hanson Dodge Creative. All Rights Reserved. 20

HDC / Making the world more active. BRAND JOURNALISM Emotional content is more memorable Stephan Hamann Emory University When the amygdala detects emotion, it essentially boosts activity in the areas of the brain that form memories.©Copyright Hanson Dodge Creative. All Rights Reserved. 24

HDC / Making the world more active. BRAND JOURNALISM Recall results: ( + “elephant” = ) alone “elephant” alone < ( + “elephant” ) KRISTIN L. MILLS, HEATHER K. MCMULLAN DEPARTMENT OF PSYCHOLOGY Missouri Western State University, 2009©Copyright Hanson Dodge Creative. All Rights Reserved. 26

HDC / Making the world more active. BRAND JOURNALISM Twice as many people associate honesty and ethical standards to journalists than they do to advertisers©Copyright Hanson Dodge Creative. All Rights Reserved. 28

HDC / Making the world more active. BRAND JOURNALISM Coverage of recent unrest in Egypt saw a Can Brand 25% increase in traffic to Journalism be unbiased? AJE. Over 50% of that traffic was from the US. Why don’t American cable carriers offer Aljazeera English? William Youmans and Katie Brown Ph.D. candidates in communication studies at the University of Michigan©Copyright Hanson Dodge Creative. All Rights Reserved. 30

HDC / Making the world more active. BRAND JOURNALISM Brand The resulting bias ratings: perception is bias. AJE clip = same bias rating Even in “real” as control group journalism. CNNI clip = less biased©Copyright Hanson Dodge Creative. All Rights Reserved. 32

HDC / Making the world more active. BRAND JOURNALISM ...Where do journalistic ethics ﬁt in? It all comes down to transparency. So long as corporations are clear about their role in the content — as well as the limits of what they are willing to cover — I don’t see a conﬂict.” theidealists. What is Branded Journalism? Sparksheet Editor Dan Levy Explains, Campbell, K. September.19.2011©Copyright Hanson Dodge Creative. All Rights Reserved. 35

HDC / Making the world more active. BRAND JOURNALISM If Brands are credible and Journalists are credible,do Brands + Journalists = just as credible or more?©Copyright Hanson Dodge Creative. All Rights Reserved. 37

HDC / Making the world more active. BRAND JOURNALISM AOL Marty Steinberg - former editor of the AP, Gene Marcial, Business Week columnist JWT Kyle Monson, former technology journalist at PC Magazine SAP Bob Evans, former journalist at Information Week. IBM Ben Edwards, former bureau chief at the Economist INgage Networks Kathy Saenz, former broadcast journalist at FOX News Beautylish Ning Chao, former senior beauty editor at Marie Claire and InStyle©Copyright Hanson Dodge Creative. All Rights Reserved. 38

HDC / Making the world more active. BRAND JOURNALISM We must trust our sources... eMarketer, Digital Intelligence. Brands Vie for Credibility on Social Networks. April 2, 2010.©Copyright Hanson Dodge Creative. All Rights Reserved. 40

HDC / Making the world more active. BRAND JOURNALISM "Whats tougher than real life? And whats a better testament to the toughness of our Ford trucks than to see how real people put them to the test day-in and day-out?” – Jan Klug, Ford Divisions marketing Ford tosses communications manager beauty shots Instead of using the standard "beauty shots" of the vehicles, Ford sent for gritty three photojournalists out to ﬁnd real-life stories of Ford truck owners. The ads were shot "news-style" by the photographers, whose photo resumes included work for National Geographic and Time. They also gathered the quotes used in the ads. journalism Red Hammer, the print creative group of Ford agency J. Walter Thompson, Detroit, built the ads using the photojournalists pictures and copy, said Bruce Rooke, JWT creative director for Ford. "We stayed away from the shoots on purpose so [the photojournalists] could ﬁnd the truth thats out there," Rooke said. eMarketer, Digital Intelligence. Brands Vie for Credibility on Social Networks. April 2, 2010.©Copyright Hanson Dodge Creative. All Rights Reserved. 41

HDC / Making the world more active. BRAND JOURNALISM ...and continues that approach with Live Chat with real people – Joe Heatherly, Florida Power & Light TheFordStory.com, Read it. Help write it. Share it. October, 2010.©Copyright Hanson Dodge Creative. All Rights Reserved. 42

HDC / Making the world more active. BRAND JOURNALISM When an explosion and resulting fires temporarily closed Imperial Sugar Company’s large sugar refinery at Port Wentworth, Georgia, in February 2008, many news stories and images of the incident appeared in mainstream and online media, including at Google and other search engines. Those reports about fire, death and tragedy continued to show up on the first pages of search engines for months, even though much of the information was sorely outdated. New Strategies. Strategic Content Creation & Brand Reputation Management in the Digital Era. In Today’s Digital Revolution, Make Your Own News. Henderson, D.©Copyright Hanson Dodge Creative. All Rights Reserved. 44

HDC / Making the world more active. BRAND JOURNALISM "The Gulf of Mexico is a very big ocean. The amount of volume of oil and dispersant we are putting into it is tiny in relation to the total water volume," A response he said. to learn from...©Copyright Hanson Dodge Creative. All Rights Reserved. 48

HDC / Making the world more active. BRAND JOURNALISMHire the righttalent • Journalist? • Writer? • Creative Director? • Videographer? • Storyteller? • Cultural anthropologist? • PR pro?©Copyright Hanson Dodge Creative. All Rights Reserved. 53

HDC / Making the world more active. BRAND JOURNALISM MAKING THE WORLD MORE ACTIVE. ™ Hanson Dodge Creative is relentless about pushing the boundaries of engagement to deliver integrated solutions that work. Contact: Sara Meaney, Partner | VP Social Media + PR smeaney@hansondodge.com©Copyright Hanson Dodge Creative. All Rights Reserved. @sarameaney

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Brand Journalism and the Rise of Self-Published Content

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