Brand Journalism and the Rise of Self-Published Content

  • 3,035 views
Uploaded on

Companies are churn­ing out a deluge of branded con­tent to feed their online com­mu­ni­ties’ seem­ingly end­less appetites, but are they sac­ri­fic­ing qual­ity for quan­tity and doing damage to …

Companies are churn­ing out a deluge of branded con­tent to feed their online com­mu­ni­ties’ seem­ingly end­less appetites, but are they sac­ri­fic­ing qual­ity for quan­tity and doing damage to their brands in the process? In this pre­sen­ta­tion, Sara Meaney will share sec­ondary research and case stud­ies that demon­strate the increas­ing need for brands to take their role as con­tent cre­ators very seri­ously in terms of both the enor­mity of the upside poten­tial and the scale of the destruc­tion if han­dled poorly. Attendees will walk away with tan­gi­ble exam­ples of suc­cess­ful Brand Journalism, along with a renewed appre­ci­a­tion for the com­plex­ity of their roles as con­tent cre­ators, con­tent con­sumers and/or dig­i­tal marketers. MIMA Summit, October 12, 2011: Minneapolis, MN

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,035
On Slideshare
0
From Embeds
0
Number of Embeds
6

Actions

Shares
Downloads
0
Comments
0
Likes
11

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. HDC / Making the world more active. BRAND JOURNALISM Brand Journalism and the Rise of Self-Published Content©Copyright Hanson Dodge Creative. All Rights Reserved. 1
  • 2. 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
  • 3. Active minds at work / Strategists, Brand Experience Designers,Marketers, Application Developers, Social Media Experts, Programmers,Video Producers and Planners collaborating on innovative ideas. 3
  • 4. 4
  • 5. 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
  • 6. HDC / Making the world more active. BRAND JOURNALISM Define it.©Copyright Hanson Dodge Creative. All Rights Reserved. 6
  • 7. HDC / Making the world more active. BRAND JOURNALISM The options: • Paid media • Earned media • Owned media©Copyright Hanson Dodge Creative. All Rights Reserved. 7
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. HDC / Making the world more active. BRAND JOURNALISM Why is it relevant? • Noise • Clutter • Influence • Human nature©Copyright Hanson Dodge Creative. All Rights Reserved. 16
  • 17. HDC / Making the world more active. BRAND JOURNALISM Why it’s relevant now The Internet Your brand©Copyright Hanson Dodge Creative. All Rights Reserved. 17
  • 18. HDC / Making the world more active. BRAND JOURNALISM Memory math Narrative Emotion + Imagery Greater Recall©Copyright Hanson Dodge Creative. All Rights Reserved. 18
  • 19. HDC / Making the world more active. BRAND JOURNALISM Hermann Memory Ebbinghaus 1850 -1909 and recall©Copyright Hanson Dodge Creative. All Rights Reserved. 19
  • 20. 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
  • 21. HDC / Making the world more active. BRAND JOURNALISM How memories lose context©Copyright Hanson Dodge Creative. All Rights Reserved. 21
  • 22. HDC / Making the world more active. BRAND JOURNALISM = The New York Times. It’s True,Your Brain Lies to You. Wang, S., Aamodt, S.©Copyright Hanson Dodge Creative. All Rights Reserved. 22
  • 23. HDC / Making the world more active. BRAND JOURNALISM©Copyright Hanson Dodge Creative. All Rights Reserved. 23
  • 24. 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
  • 25. HDC / Making the world more active. BRAND JOURNALISM Which is better for memory: pictures, words or elephant both together?©Copyright Hanson Dodge Creative. All Rights Reserved. 25
  • 26. 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
  • 27. HDC / Making the world more active. BRAND JOURNALISM What the critics say... • Ethics • Bias • Credibility • Authenticity • Skills©Copyright Hanson Dodge Creative. All Rights Reserved. 27
  • 28. 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
  • 29. HDC / Making the world more active. BRAND JOURNALISM Articles, reports and news coverage are among the most credible sources of company info©Copyright Hanson Dodge Creative. All Rights Reserved. 29
  • 30. 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
  • 31. HDC / Making the world more active. BRAND JOURNALISM Group 1: Brand perception is bias. Even in “real” journalism. Group 2: Group 3: no clip©Copyright Hanson Dodge Creative. All Rights Reserved. 31
  • 32. 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
  • 33. HDC / Making the world more active. BRAND JOURNALISM Are these brands? Are they biased?©Copyright Hanson Dodge Creative. All Rights Reserved. 33
  • 34. HDC / Making the world more active. BRAND JOURNALISM and yet... brands can establish their own credibility by building trust.©Copyright Hanson Dodge Creative. All Rights Reserved. 34
  • 35. 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
  • 36. HDC / Making the world more active. BRAND JOURNALISM Who’s the big winner? • This isn’t revolutionary • A few case studies©Copyright Hanson Dodge Creative. All Rights Reserved. 36
  • 37. 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
  • 38. 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
  • 39. HDC / Making the world more active. BRAND JOURNALISM What if I don’t want to hire a journalist? What then?©Copyright Hanson Dodge Creative. All Rights Reserved. 39
  • 40. 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
  • 41. 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
  • 42. 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
  • 43. HDC / Making the world more active. BRAND JOURNALISM Making news for making their own news©Copyright Hanson Dodge Creative. All Rights Reserved. 43
  • 44. 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
  • 45. HDC / Making the world more active. BRAND JOURNALISM From this To this©Copyright Hanson Dodge Creative. All Rights Reserved. 45
  • 46. HDC / Making the world more active. BRAND JOURNALISM Disaster strikes©Copyright Hanson Dodge Creative. All Rights Reserved. 46
  • 47. HDC / Making the world more active. BRAND JOURNALISM A response to save an industry.©Copyright Hanson Dodge Creative. All Rights Reserved. 47
  • 48. 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
  • 49. HDC / Making the world more active. BRAND JOURNALISM Boeing tells a story of legacy and innovation, not just product©Copyright Hanson Dodge Creative. All Rights Reserved. 49
  • 50. HDC / Making the world more active. BRAND JOURNALISM HSBC sets the stage for storytelling©Copyright Hanson Dodge Creative. All Rights Reserved. 50
  • 51. HDC / Making the world more active. BRAND JOURNALISM What to do about it? • Hire the right talent for the job©Copyright Hanson Dodge Creative. All Rights Reserved. 51
  • 52. HDC / Making the world more active. BRAND JOURNALISM The options: • Paid media • Earned media • Owned media©Copyright Hanson Dodge Creative. All Rights Reserved. 52
  • 53. 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
  • 54. 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