“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
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@gavinmoffat
A chat about streaming media and its place in PR
4 November 2009
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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?
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What’s: in today’s brand conversation
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Marketing = Everyone Lies
• Stakeholders – more cynical – less
discerning
• Rejecting advertising
• Brand created at the point of contact
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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
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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
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What: is a social media release?
• Includes/allows for:
– Website
– Aggregates news release content
– Newsworthy content
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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
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What: should we use streaming media for?
Communicate:
• with staff/training
• With customers/CRM
• with suppliers/info sharing
• with media/announcements
Consider all options
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Why: is content King?
• Great content stands out
• Quality / authentic / honest / human
• Of value
• Concise
• Access to something not otherwise
accessible
• Stanford on iTunes
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Stanford in iTunes
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When: should it be used?
• Target market known
• Segmented
• Know needs / wants / likes / dislikes
• When you can direct them to content
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When: should it be used?
Criteria
– Audience
– Tools
– Message
Ericsson – Volvo Ocean Race
– An excuse/focal point to communicate
– Align goals
– Global/effective medium
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When: should it be used?
• To tell someone something interesting – to
them
• To provide insight
• To create the foundation for a
conversation
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When: should it be used?
• To surprise people
• They want to be surprised, pleasantly
• Tool – humour / honesty / openness /
responsiveness
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What: is a surprise?
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What: is a surprise?
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When: should it be used?
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What: is the cost?
• Production / preparation
• Bandwidth
• Cost of not using the medium
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How: do you measure success?
• Response
• Registrations
• # of views
• Length of views
• Hits
• Data gathered
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What: is the measure of success?
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What: is the measure of success?
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What: is the measure of success?
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What: is the measure of success?
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What: is the measure of success?
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What: is the measure of success?
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What: is the measure of success?
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What: is the measure of success?
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What: is the measure of success?
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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
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What’s: all the fuss?
• A compelling medium
• Online or mobile
• Educational
• Web needs great content
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Where: to from here?
• Mobile
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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
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Where: to from here?
• Choose the right medium for the job at
hand
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A brand must tell a
story. People like
stories. They like a
brand that tells stories.
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Thank you
for your valuable time
and courteous attention
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www.puruma.com
www.twitter.com/gavinmoffat
www.qik.com/gavinmoffat
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