Lauber+Partners/Rainemakers Seminar 2010 08 26

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International communications event hosted by Rainemakers

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Lauber+Partners/Rainemakers Seminar 2010 08 26

  1. 1. Content Strategies For Crossing Borders<br /> <br />Tom Burgess<br />CEO BondPR International<br />tom@bondpr.com<br />+44 (0)207 596 2759<br />
  2. 2. Content Strategies For Crossing Borders<br /> <br />Debra Raine <br />Principal Global Campaign Strategist <br />BondPR/Rainemakers<br />debra@rainemakers.com<br />+1 415 848 2626<br />
  3. 3. Content Strategies For Crossing Borders<br />
  4. 4. Content Strategies For Crossing Borders<br />Features<br />Application<br />R&D<br />Engineers<br />Patents<br />Sales Figures<br />Names & Titles<br />Vision<br />Business transformation<br />Winners & losers<br />Heroes & villains<br />Human impact<br />Societal change<br />Story backdrop<br />Missing From Storytelling<br />Winning Mindshare, Expanding Markets <br /> Facts come and go, but stories connect minds and build markets. <br />No matter what medium a story is told in, there must be a narrative link to ensure that everything stays together and accrues to future stories. Connecting a company’s narrative to innovation, business advantage and human impact will create an emotional and lasting relationship between your customers and your brand, products and markets. <br />Drama & Tension<br />Narrative<br />
  5. 5. Content Strategies For Crossing Borders<br />
  6. 6. Content Strategies For Crossing Borders<br /> <br />Original content is King in Cross Border Communication<br />
  7. 7. Content Strategies For Crossing Borders<br /> <br /> <br />
  8. 8. "We tell your story to the world." <br /> <br />Lisa Ashworth <br />CEO PR Newswire EMEA<br />PR Newswire<br />T: +44 20 7454 5291 lisa.ashworth@prnewswire.co.uk<br />
  9. 9. Content Strategies For Crossing Borders<br />"We tell your story to the world." <br />The Press Release is Dead <br />Long Live the Press Release<br />NOT about new media – it is about using media in news ways <br />(Dr Craig Lefebvre)<br />We are in the midst of a communications sea-change as significant as the introduction of the printing press<br />The press release is not, as has been suggested, dead, but the advent of social media means that it’s no longer the only game in town. <br />There are new routes and channels through which dynamic, rich, multimedia messages can flow, which significantly enhance our ability to target the specific audiences we’re interested in.<br />
  10. 10. Content Strategies For Crossing Borders<br />Broadcast Video<br />Logo<br />High Res Photo<br />Release Text<br />Related Links<br />B Roll Interviews<br />Screenshots<br />Document <br />Downloads<br />Behind the Scenes Footage<br />Social Media Links<br />
  11. 11. Content Strategies For Crossing Borders<br />Multimedia News<br />Logo<br />Branding and click through link <br />Buy it Now Button<br />Videos<br />Broadcast Video<br />Textformatted and distributed into editorial systems<br />Hi-ResPhotos<br />Downloadable Documents & Translations<br />Hyperlinks<br />Related Links<br />Social Media Links<br />Activision MNR<br />
  12. 12. Content Strategies For Crossing Borders<br />Where does your Content go?<br />
  13. 13. Content Strategies For Crossing Borders<br />Why MNR?<br />User generated content is now welcomed by over 70% of publications <br />internationally<br />Over 60% take comments on stories online with 29% also accepting <br />and publishing readers’ pictures. <br /> Source: European Digital Journalism Study: How the Digital Age has affected journalism & the impact for PR – May <br />3 out of 4 journalists (involved in the survey) are now using RSS feeds <br />to keep themselves abreast of news stories and developments.<br />83% of journalists write online articles and 44% use blogs or write wikis <br />as a research source.<br />
  14. 14. Content Strategies For Crossing Borders<br /> <br />Gwyn Lauber<br />Managing Partner<br />Lauber+Partners<br />gwyn@lauberpartners.com<br />+1 415 738 8160<br />
  15. 15. Content Strategies For Crossing Borders<br />Europe accounts for about 90% of the investments in US companies <br />by non-US firms<br />Should You Go?  <br />Can You Answer "Yes" to Any of the Following?<br /><ul><li>Are you a large, liquid company that pays dividends?
  16. 16. Are you pre-IPO?
  17. 17. Do you sell your products in Europe?
  18. 18. Are you a growth stock?
  19. 19. Can you commit to regular visits?
  20. 20. Have you exhausted the US secondary markets?
  21. 21. Do you have resources to use for targeting beyond the usual?
  22. 22. Have you laid the groundwork?</li></li></ul><li>Content Strategies For Crossing Borders<br /> <br />If You Greenlight European IR Engagement<br />Piggy-back meeting on other trips to Europe<br />Change investor presentation to include local comparisons<br /> Provide long-term, measurable goals<br /> Understand it may takes years of relationship building before they take a position in your company<br /> Anticipate the types of questions they will ask<br />
  23. 23. Content Strategies For Crossing Borders<br /> <br />Advantage to European Investors<br /><ul><li>Longer holding period
  24. 24. Less focused on quarterly results
  25. 25. Well-prepared investors</li></li></ul><li>Content Strategies For Crossing Borders<br />Prepare for your European Road Show<br />Ask questions when setting up/accepting the meeting<br />Know the area where the meetings are<br />Research your audience<br />Be sensitive to cultural differences<br />

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