Brand Journalism and the Rise of Self-Published Content
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Brand Journalism and the Rise of Self-Published Content

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Sara Meaney, Hanson Dodge Creative president of strategy and growth, presented "Brand Journalism and the Role of Self-Published Content" to the Minnesota Magazine & Publishing Association Summit &......

Sara Meaney, Hanson Dodge Creative president of strategy and growth, presented "Brand Journalism and the Role of Self-Published Content" to the Minnesota Magazine & Publishing Association Summit & Expo in April of 2012. Meaney shared 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.

If you are in either the journalism or marketing end of communication, this presentation outlines the importance of great content creation and how it interacts with memory.

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  • 1. Brand Journalism and theRise of Self-Published Content Minnesota Magazine & Publishing Association 04.26.2012
  • 2. Sara Meaney President, Strategy & Growth Hanson Dodge Creative April 26, 2012 @sarameaney©2012, Hanson Dodge Creative. All rights reserved. 2 HDC / Making the world more active.
  • 3. Active minds at work/Strategists, Brand Experience Designers,Marketers, Application Developers, Social Media Experts, Programmers,Video Producers and Planners collaborating on innovative ideas.
  • 4. First things first: Brand Journalism !   Let’s define it !   Why is it relevant? !   What are the critics saying? !   Who are the real winners? !   The options©2012, Hanson Dodge Creative. All rights reserved. 5 HDC / Making the world more active.
  • 5. Define it©2012, Hanson Dodge Creative. All rights reserved. 6 HDC / Making the world more active.
  • 6. The options: media !   Paid media !   Earned media !   Owned media©2012, Hanson Dodge Creative. All rights reserved. 7 HDC / Making the world more active.
  • 7. Paid media: rent space from the publisher !   Print Broadcast !   Online Search !   Product placement !   Social advertising©2012, Hanson Dodge Creative. All rights reserved. 8 HDC / Making the world more active.
  • 8. Earned media: convince the publisher !   Editorial coverage !   Feature stories !   Broadcast news !   Expert opinion !   Blogger relations !   Social sharing©2012, Hanson Dodge Creative. All rights reserved. 9 HDC / Making the world more active.
  • 9. Owned media: be the publisher !   Blog content !   Videos !   Image galleries !   Social platform content !   Live streaming events !   Website content, design©2012, Hanson Dodge Creative. All rights reserved. 10 HDC / Making the world more active.
  • 10. A merger of disciplines? 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, but this reflects 21st-century media, he said.©2012, Hanson Dodge Creative. All rights reserved. 11 HDC / Making the world more active.
  • 11. A merger of disciplines? 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.©2012, Hanson Dodge Creative. All rights reserved. 12 HDC / Making the world more active.
  • 12. A merger of disciplines? 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.©2012, Hanson Dodge Creative. All rights reserved. 13 HDC / Making the world more active.
  • 13. 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.©2012, Hanson Dodge Creative. All rights reserved. 14 HDC / Making the world more active.
  • 14. 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©2012, Hanson Dodge Creative. All rights reserved. 15 HDC / Making the world more active.
  • 15. Why is it relevant? !   Noise !   Clutter !   Influence !   Human nature©2012, Hanson Dodge Creative. All rights reserved. 16 HDC / Making the world more active.
  • 16. Why it’s relevant now The internet Your brand©2012, Hanson Dodge Creative. All rights reserved. 17 HDC / Making the world more active.
  • 17. Memory math Narrative + Emotion + Imagery Greater Recall©2012, Hanson Dodge Creative. All rights reserved. 18 HDC / Making the world more active.
  • 18. Memory and recall Hermann Ebbinghaus1850 -1909©2012, Hanson Dodge Creative. All rights reserved. 19 HDC / Making the world more active.
  • 19. 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.©2012, Hanson Dodge Creative. All rights reserved. 20 HDC / Making the world more active.
  • 20. How memories lose context©2012, Hanson Dodge Creative. All rights reserved. 21 HDC / Making the world more active.
  • 21. How memories lose context = In one study, a group of Stanford students was exposed repeatedly to an unsubstantiated claim taken from a website that Coca-Cola is an effective paint thinner. Students who read the statement five times were nearly one-third more likely than those who read it only twice to attribute it to Consumer Reports (rather than The National Enquirer, their other choice), giving it a gloss of credibility. The New York Times. It s True, Your Brain Lies to You. Wang, S., Aamodt, S.©2012, Hanson Dodge Creative. All rights reserved. 22 HDC / Making the world more active.
  • 22. ©2012, Hanson Dodge Creative. All rights reserved. 23 HDC / Making the world more active.
  • 23. 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.©2012, Hanson Dodge Creative. All rights reserved. 24 HDC / Making the world more active.
  • 24. Which is better for memory: pictures, words or both together? elephant DEPARTMENT OF PSYCHOLOGY Missouri Western State University, 2009 KRISTIN L. MILLS, HEATHER K. MCMULLAN©2012, Hanson Dodge Creative. All rights reserved. 25 HDC / Making the world more active.
  • 25. Recall results: ( + elephant )= alone elephant alone < ( + elephant )©2012, Hanson Dodge Creative. All rights reserved. 26 HDC / Making the world more active.
  • 26. What the critics say... !   Ethics !   Bias !   Credibility !   Authenticity !   Skills©2012, Hanson Dodge Creative. All rights reserved. 27 HDC / Making the world more active.
  • 27. Twice as many people associate honesty and ethical standards to journalists than they do to advertisers©2012, Hanson Dodge Creative. All rights reserved. 28 HDC / Making the world more active.
  • 28. Articles, reports and news coverage are among the most credible sources of company info©2012, Hanson Dodge Creative. All rights reserved. 29 HDC / Making the world more active.
  • 29. Can Brand Journalism be unbiased? !   Coverage of recent unrest in Egypt saw a 25x increase in traffic to 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©2012, Hanson Dodge Creative. All rights reserved. 30 HDC / Making the world more active.
  • 30. Brand perception is bias. Even in real journalism. Group 1 Group 2 Group 3, no clip©2012, Hanson Dodge Creative. All rights reserved. 31 HDC / Making the world more active.
  • 31. Brand perception is bias. Even in real journalism. The resulting bias ratings: !   AJE clip = same bias rating as control group !   CNN clip = less biased©2012, Hanson Dodge Creative. All rights reserved. 32 HDC / Making the world more active.
  • 32. Are these brands? Are they biased?©2012, Hanson Dodge Creative. All rights reserved. 33 HDC / Making the world more active.
  • 33. and yet...brands can establish their own credibility by building trust©2012, Hanson Dodge Creative. All rights reserved. 34 HDC / Making the world more active.
  • 34. ...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©2012, Hanson Dodge Creative. All rights reserved. 35 HDC / Making the world more active.
  • 35. Who’s the big winner? !   This isn’t revolutionary !   A few case studies©2012, Hanson Dodge Creative. All rights reserved. 36 HDC / Making the world more active.
  • 36. If Brands are credible and Journalists are credible, do Brands + Journalists = just as credible or more?©2012, Hanson Dodge Creative. All rights reserved. 37 HDC / Making the world more active.
  • 37. 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©2012, Hanson Dodge Creative. All rights reserved. 38 HDC / Making the world more active.
  • 38. We must trust our sources... eMarketer, Digital Intelligence. Brands Vie for Credibility on Social Networks.©2012, Hanson Dodge Creative. All rights reserved. 39 HDC / Making the world more active.
  • 39. Ford tosses beauty shots for gritty photo 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 communications manager Instead of using the standard “beauty shots” of the vehicles, Ford sent three photojournalists out to find real- life stories of Ford truck owners. The ads were shot “news-style” by the photographers, whose resumes included work for National Geographic and Time. They also gathered the quotes used in the ads. 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’ that’s out there,” Rooke said. eMarketer, Digital Intelligence. Brands Vie for Credibility on Social Networks. April 2, 2010.©2012, Hanson Dodge Creative. All rights reserved. 40 HDC / Making the world more active.
  • 40. ...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.©2012, Hanson Dodge Creative. All rights reserved. 41 HDC / Making the world more active.
  • 41. Making news for making their own news©2012, Hanson Dodge Creative. All rights reserved. 42 HDC / Making the world more active.
  • 42. 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.©2012, Hanson Dodge Creative. All rights reserved. 43 HDC / Making the world more active.
  • 43. From this To this©2012, Hanson Dodge Creative. All rights reserved. 44 HDC / Making the world more active.
  • 44. Disaster strikes©2012, Hanson Dodge Creative. All rights reserved. 45 HDC / Making the world more active.
  • 45. A response to save an industry©2012, Hanson Dodge Creative. All rights reserved. 46 HDC / Making the world more active.
  • 46. A response to learn from... 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, he said.©2012, Hanson Dodge Creative. All rights reserved. 47 HDC / Making the world more active.
  • 47. Boeing tells a story of legacy and innovation, not just product©2012, Hanson Dodge Creative. All rights reserved. 48 HDC / Making the world more active.
  • 48. HSBC sets the stage for storytelling©2012, Hanson Dodge Creative. All rights reserved. 49 HDC / Making the world more active.
  • 49. Wilson tells story of legacy, loyalty and people *client©2012, Hanson Dodge Creative. All rights reserved. 50 HDC / Making the world more active.
  • 50. What to do about it? !   Hire the right talent for the job©2012, Hanson Dodge Creative. All rights reserved. 51 HDC / Making the world more active.
  • 51. The options: !   Paid media !   Earned media !   Owned media©2012, Hanson Dodge Creative. All rights reserved. 52 HDC / Making the world more active.
  • 52. Hire the right talent !   Journalist? !   Writer? !   Creative Director? !   Videographer? !   Storyteller? !   Cultural anthropologist? !   PR pro?©2012, Hanson Dodge Creative. All rights reserved. 53 HDC / Making the world more active.
  • 53. The basics !   Disclosure !   Transparency !   Emotion !   Imagery !   Narrative©2012, Hanson Dodge Creative. All rights reserved. 54 HDC / Making the world more active.
  • 54. Thanks!©2012, Hanson Dodge Creative. All rights reserved. 55 HDC / Making the world more active.