The Role of PR in Content Development and Activation

The Role of PR in ContentDevelopment and ActivationLuca Penati • Content Marketing Strategies • February 16, 2010Twitter: @lucapenati

Creating aStoryteller Culturefor the Digital Age

is content? 4

Almost Everything. 5

From a Tweet… 6

…to a book 7

Content is the Common Thread Digital Influence Search YouTube Podcasts Facebook Video Thought Leadership Word of Mouth Websites Presentations Blogs Reports Whitepapers Twitter Lead Gen Offers Social Media PR 8

Visual Copy Hybrid Videos Press Releases Multimedia Press Releases White PapersAnimations Op-Ed Articles Slide ShowsInfographics Case Studies Case StudiesVideo Blogs Blogs and Twitter 9

•  Paid media is advertising inserted next to another’s content; online, that’s mainly banners and video ads.•  Owned media is brand-created content, such as brand websites, e-mail marketing to opt-in recipients, brand-created fan pages and branded content (mainly videos or sponsored sites).•  Earned media is getting someone else to provide content about a brand. This includes traditional public relations and word-of-mouth, as well as much of social media marketing. 10

“Paid, earned, owned” is a good model but it’s blurring 11

Good Bad 12

Inform EngageGood Relevant Shareable Drive Advocacy 13

Sales orientedBrand-centric Irrelevant Bad Tensionless 14

content matters 15

Every company is a media company.All around the world traditional print media are shrinking and migrating online.Web 2.0 technologies are allowing anyone who has an idea or an opinion tobecome a journalist or easily share others’ opinions with friends and peers. Inthis context every company (whether B2B, B2C or B2G) has the opportunity tobecome a publisher, reaching its stakeholders directly. 16

The rise of social media demandscontent that is not only shareablevia a million potential influencers We need to bebut a new approach to content thatdrives advocacy as well as social storytellers.understanding. 17

Creating a Search engines are the new aggregators. Social networks are the new news feeds. Brands need tosteady stream grow and maintain the right presence in both. Content strategy is no longer about just crafting the rightof relevant message and earning a placement, it is about creating a steady stream of relevant and evencontent compelling content that connects with people via their searches and their friends and influencers. 18

The global online video community includes more than1 billion users. 19

Approximately 70% of global online consumers watchvideo online Source” “How People Watch—A Global Nielsen Consumer Report.”, August 2010 20

Websites are ‘brand central’ amongowned media methods 21

“The giant chip maker already creates and posts all the conventionalpress releases, blogs, tweets, presentations and marketing materials.Yet some people at Intel started hankering for something more, largelyin response to a perception that a diminishing number of news outletshave the personnel, time or space to take on many technology topicsin depth.”

owns content?

Everyone owns it.[ The challenge is, how it can be organized and maximized. ] 28

Content GovernanceQuestions to ask: –  What roles are required? –  Who needs to be involved in the review process? –  What tools are needed? –  How is content created, managed & delivered? 29

The rise of corporatecommunicationsIn the next 5 years marketing departments will be turning intopublishing operations Blair Christie Jon Iwata 30

The Chief ContentOfficer 31

should we createand activate content?

Developing a Content Strategy Planning Activating Amplifying•  Understand business goals •  Define messaging & tone •  Content publishing•  Conduct an audience •  Define content types and •  Video seeding analysis purpose •  Paid media to promote•  Perform a content audit •  Determine places it will be content delivered•  Consumer Intent Model •  Social IRM •  Define content targeting rules•  Current governance plan •  PR •  What devices will it be delivered to •  Define tags that need to be applied •  Define Key Metrics Optimization 33

AnimationExplainerCase Study: uShip

VISUAL CONTENTDevelop basic visual content—video,animation, slide deck or infographic—andallow other departments to tailor it by: –  adding their own voiceover –  toning down sales-y language, adding more neutral language (for editorial pickup) 36

DIGITAL ASSETSJust as PR provides b-roll to TV stations, so itshould provide digital assets (video clips, data setsor ready-made infogs) to reporters and bloggers. –  Video assets can’t be longer than 90 seconds or busy journalists will not sit through the process of evaluating them. –  To maximize the production costs, PR should shape the digital assets as “explainer/how-to” or “fun facts to know and tell.” When you do that, PR results increase. 37

CrowdsourcingContentCase Sudy: Intel Ultra Thin Content

Content is STILL King.But don’t forgetthe Queen (Activation) and theCourt (Community)…

Reintroduce America’s favorite SUV via thefirst-ever Facebook vehicle reveal

Consumers increasingly turn to their peers forrecommendations on new vehicles – especially viadigital and social media. They are no longer reliantsolely on auto trade press or brand advertising.We needed to reach consumers directly and engagethem to evaluate the new, reinvented Ford Explorer.We wanted them to tell the story… 43

Explorer Pre-Reveal•  Activate social grassroots network of fans – old and new - to build anticipation weeks before reveal•  Everyday Engagement -  Teaser photos -  Ford experts -  Feature liking•  Remarkable Moments -  Unlock sweeps -  Mike Rowe involvement 44

Explorer July 26•  Generate widespread engagement and sharing online, making Facebook an all day destination for fans•  Reveal Day Timeline -  Night before with Alan and Mike -  Facebook reveal video -  Exclusive photo/video first -  Executive and expert chats on wall -  Sweeps unlock -  Liking 45

Explorer Post-Reveal•  Sustain dialogue and shift focus to ongoing marketing activities on FordVehicles.com•  Ongoing Conversation Management•  Hot Spot vehicle with archived timeline•  Sweeps and All Area Access Tour•  Price & Build share on FB 46

> Social Grassroots In a 360 Framework Facebook Ads Facebook Reveal Paid Take Overs PR Blitz 10 Grassroots Events

Chicago> Measurable Results •  Total impressions – 99MM Oshkosh •  #1 Trending Topic on Twitter; #2 in Google Trends for the day •  500,000-plus 2011 Explorer site visits versus daily average of 7,000 for 2010 Explorer •  Hit 50,000 Facebook "likes" of the Ford Explorer by end of day July 26 - added over 10,000 likes in a single day Dearborn 48 Los Angeles

Ford’s 2011Explorer launchon Facebookgenerated a200% greaterreturn than aSuper Bowl ad 49

CrowdsourcingContent andCommunityEngagementCase Study: Trop50

Tropicana’s The Juice: An online community that fed a crowdsourced TV show each weekhosted by BlogHer co-founder Jory DesJardins, an expert guest and featuring the bestideas from bloggers. Community members became invested in the program featuringtheir own great ideas and they passed the word along to their peers

The Trop50 The Juice campaign has reached all of its goals - generating over21 million earned media and 3 million social media impressions, and acquiringover 1 million video views all within in its first three months.

Using Viral Videoto driveTraditional PRCase Study: LG TextED

Traditional PR Results 57

We need Everyto be companysocial is a mediastorytellers companyThe Content isChief King… butContent the QueenOfficer and the Court… 58

Luca Penati • Global Managing Director, Technology PracticeTwitter: @lucapenati • Email: luca.penati@ogilvypr.com

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The Role of PR in Content Development and Activation

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