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Lauber+Partners/Rainemakers Seminar 2010 08 26
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Lauber+Partners/Rainemakers Seminar 2010 08 26

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International communications event hosted by Rainemakers

International communications event hosted by Rainemakers


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  • 1. Content Strategies For Crossing Borders
     
    Tom Burgess
    CEO BondPR International
    tom@bondpr.com
    +44 (0)207 596 2759
  • 2. Content Strategies For Crossing Borders
     
    Debra Raine
    Principal Global Campaign Strategist
    BondPR/Rainemakers
    debra@rainemakers.com
    +1 415 848 2626
  • 3. Content Strategies For Crossing Borders
  • 4. Content Strategies For Crossing Borders
    Features
    Application
    R&D
    Engineers
    Patents
    Sales Figures
    Names & Titles
    Vision
    Business transformation
    Winners & losers
    Heroes & villains
    Human impact
    Societal change
    Story backdrop
    Missing From Storytelling
    Winning Mindshare, Expanding Markets
    Facts come and go, but stories connect minds and build markets.
    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.
    Drama & Tension
    Narrative
  • 5. Content Strategies For Crossing Borders
  • 6. Content Strategies For Crossing Borders
     
    Original content is King in Cross Border Communication
  • 7. Content Strategies For Crossing Borders
     
     
  • 8. "We tell your story to the world."
     
    Lisa Ashworth
    CEO PR Newswire EMEA
    PR Newswire
    T: +44 20 7454 5291 lisa.ashworth@prnewswire.co.uk
  • 9. Content Strategies For Crossing Borders
    "We tell your story to the world."
    The Press Release is Dead
    Long Live the Press Release
    NOT about new media – it is about using media in news ways
    (Dr Craig Lefebvre)
    We are in the midst of a communications sea-change as significant as the introduction of the printing press
    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.
    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.
  • 10. Content Strategies For Crossing Borders
    Broadcast Video
    Logo
    High Res Photo
    Release Text
    Related Links
    B Roll Interviews
    Screenshots
    Document
    Downloads
    Behind the Scenes Footage
    Social Media Links
  • 11. Content Strategies For Crossing Borders
    Multimedia News
    Logo
    Branding and click through link
    Buy it Now Button
    Videos
    Broadcast Video
    Textformatted and distributed into editorial systems
    Hi-ResPhotos
    Downloadable Documents & Translations
    Hyperlinks
    Related Links
    Social Media Links
    Activision MNR
  • 12. Content Strategies For Crossing Borders
    Where does your Content go?
  • 13. Content Strategies For Crossing Borders
    Why MNR?
    User generated content is now welcomed by over 70% of publications
    internationally
    Over 60% take comments on stories online with 29% also accepting
    and publishing readers’ pictures.
    Source: European Digital Journalism Study: How the Digital Age has affected journalism & the impact for PR – May
    3 out of 4 journalists (involved in the survey) are now using RSS feeds
    to keep themselves abreast of news stories and developments.
    83% of journalists write online articles and 44% use blogs or write wikis
    as a research source.
  • 14. Content Strategies For Crossing Borders
     
    Gwyn Lauber
    Managing Partner
    Lauber+Partners
    gwyn@lauberpartners.com
    +1 415 738 8160
  • 15. Content Strategies For Crossing Borders
    Europe accounts for about 90% of the investments in US companies
    by non-US firms
    Should You Go? 
    Can You Answer "Yes" to Any of the Following?
    • Are you a large, liquid company that pays dividends?
    • 16. Are you pre-IPO?
    • 17. Do you sell your products in Europe?
    • 18. Are you a growth stock?
    • 19. Can you commit to regular visits?
    • 20. Have you exhausted the US secondary markets?
    • 21. Do you have resources to use for targeting beyond the usual?
    • 22. Have you laid the groundwork?
  • Content Strategies For Crossing Borders
     
    If You Greenlight European IR Engagement
    Piggy-back meeting on other trips to Europe
    Change investor presentation to include local comparisons
    Provide long-term, measurable goals
    Understand it may takes years of relationship building before they take a position in your company
    Anticipate the types of questions they will ask
  • 23. Content Strategies For Crossing Borders
     
    Advantage to European Investors
    • Longer holding period
    • 24. Less focused on quarterly results
    • 25. Well-prepared investors
  • Content Strategies For Crossing Borders
    Prepare for your European Road Show
    Ask questions when setting up/accepting the meeting
    Know the area where the meetings are
    Research your audience
    Be sensitive to cultural differences