Gavin Moffat Puruma

“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin 1

@gavinmoffat A chat about streaming media and its place in PR 4 November 2009 2

What: we’ll cover • What: is streaming media? • What: is today’s brand conversation? • What’s: in today’s marketing mix? • What: is a social media release? • What: should we use streaming media for? • Why: is content king (or is the search engine king)? • What: should streaming media be used for? • When: should it be used? • What: is the cost? • How: do you measure success? • What: is the measure of success? • How: do you get your content seen? • What’s: all the fuss? • Where: to from here? 3

What’s: in today’s brand conversation 4

Marketing = Everyone Lies • Stakeholders – more cynical – less discerning • Rejecting advertising • Brand created at the point of contact 5

What: does this have to do with the brand? • Multi-generational audiences (internal and external) • Multiple, disparate communication platforms and mechanisms • No longer bound by physical and time boundaries • Requires significant customisation of messaging 6

What: is streaming media? • Refers to the delivery method • Live • Via a telecommunications networks • Audio/Video or audio visual • Content – important enough to be live • Something audience wants to see • Fixed deposit 7

What: is a social media release? • Includes/allows for: – Website – Aggregates news release content – Newsworthy content 8

What: is a social media release? • Includes/allows for: – Website – Aggregates news release content – Newsworthy content – Multimedia files (audio/video) – Social network site tagging/bookmarking – Friendly engaging format 10

What: should we use streaming media for? Communicate: • with staff/training • With customers/CRM • with suppliers/info sharing • with media/announcements Consider all options 11

Why: is content King? • Great content stands out • Quality / authentic / honest / human • Of value • Concise • Access to something not otherwise accessible • Stanford on iTunes 12

Stanford in iTunes 13

When: should it be used? • Target market known • Segmented • Know needs / wants / likes / dislikes • When you can direct them to content 14

When: should it be used? Criteria – Audience – Tools – Message Ericsson – Volvo Ocean Race – An excuse/focal point to communicate – Align goals – Global/effective medium 15

When: should it be used? • To tell someone something interesting – to them • To provide insight • To create the foundation for a conversation 24

When: should it be used? • To surprise people • They want to be surprised, pleasantly • Tool – humour / honesty / openness / responsiveness 25

What: is a surprise? 26

What: is a surprise? 28

When: should it be used? 29

What: is the cost? • Production / preparation • Bandwidth • Cost of not using the medium 31

How: do you measure success? • Response • Registrations • # of views • Length of views • Hits • Data gathered 32

What: is the measure of success? 33

How: do you get your content seen? • Internal – WIIFM – Great content with a buzz • Big Enchilada – referrals • Sites – cracker / zoopy / youtube • Great content – 2 482 642 times www.posterous.com/melodymaker 42

What’s: all the fuss? • A compelling medium • Online or mobile • Educational • Web needs great content 43

Where: to from here? • Mobile 44

Why: education? • Any venue with access to PC and internet – venues in major centres • PowerPoint, Flash or video • Dynamic instruction • When used with two-way communications it becomes interactive – Edureach and Star Schools • One to many education for underserviced areas • Video sharing on social networks • User generated educational vids 45

Where: to from here? • Choose the right medium for the job at hand 46

A brand must tell a story. People like stories. They like a brand that tells stories. 47

Thank you for your valuable time and courteous attention 49

www.puruma.com www.twitter.com/gavinmoffat www.qik.com/gavinmoffat 50

Gavin Moffat Puruma

by Nigel Brown on Nov 06, 2009

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