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Streaming Your Brand: Managing Brand Conversations and Cohesion in a Real-Time World
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Streaming Your Brand: Managing Brand Conversations and Cohesion in a Real-Time World

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Content flowing from brand to constituent - and constituent to brand - has become a real-time, always-on stream...streaming across channels to media influencers, social influencers, consumers, policy …

Content flowing from brand to constituent - and constituent to brand - has become a real-time, always-on stream...streaming across channels to media influencers, social influencers, consumers, policy makers and decision makers, and then streaming right back to you - full of insight and opportunity.

The ability to more effectively and proactively manage this "brandstream" has much to do with your ability to lead conversations, ensure brand coherence, protect reputation and drive business results.

Published in: Education, Business, Technology

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  • 1. Streaming Your Brand:Managing Brand Conversations andCohesion in a Real-Time World Follow The Conversation on Twitter #PRNEDU
  • 2. Session SpeakersSarah Skerik Tom SteinVice President, Social Media President & Chief Creative OfficerPR Newswire Stein + Partners Brand ActivationTwitter: @sarahskerik Twitter: @Tom_Stein
  • 3. Brandstreaming…defined• Content flowing from brand to constituent has become a real-time, always-on stream – Cross channel to media influencers, social influencers, consumers, policy makers and decision makers• Streaming right back - full of insight and opportunity• Ability to more effectively and proactively manage this "brandstream" = ability to lead conversations, ensure brand coherence, protect reputation and drive results• Integral to an important evolution
  • 4. Earned MediaEvolved
  • 5. Radical evolution• The emergence of social media• The ascendance of owned media
  • 6. Radical evolution• The emergence of social media• The ascendance of owned media• Radically evolved the nature of earned media
  • 7. Case in point “We had 8 inches of snow one night this past winter, and we don’t do well with snow in Virginia. The next morning we had a post out: ‘Did your car get you stuck or home; tell us your Audi Quattro story.’ Within hours, we had thousands of people talking … Real time, people engaged!” Doug Clark General Manager of Social Media and Customer Engagement, Audi of America
  • 8. Influence evolved• Entirely new patterns of influence: traditional media, new media, social TRAD’L NEW media and brand-owned MEDIA MEDIA content Earned• Prompt re-think Media Evolved – Old paradigms, new opportunities demand new SOCIAL OWNED ways of thinking and acting MEDIA MEDIA
  • 9. Brandstreaming: core tenets• Episodic/campaign-centric to continual loop• Sometime to real-time• Extreme agility real-time
  • 10. Listening: the advent of Social Echo• Powerful reverberation of conversations around your brand• The power to make or break a brand• Finding strategic ways to influence the conversations that drive it
  • 11. Created/curated content• Owned media growing exponentially Marketers are 60% of spending an marketers average of 27% plan to of their total increase budget on owned spend on media creation, owned distribution and media promotion Source: 2011 B2B Marketing Spending and Trends, Content Marketing Institute and MarketingProfs, July 2011
  • 12. The owned media evolution: brand as publisher• Orchestrated, multi-faceted communications and conversations to/from brand constituents, bypassing traditional media• Value rules – people no longer dependent on the proxy of trust afforded by a media brand• Compelling content combined with intelligent distribution is becoming the earned media backbone TRAD’L YOUR YOU MEDIA AUDIENCE
  • 13. Content as currency• When content is valuable enough, it is “social currency”• Content people want to share because the act of sharing raises their own stature• That content – and the social and traditional media it “earns” – is becoming the “glue” that re-integrates audiences, regardless of the number of forms, formats or forums they’ve splintered
  • 14. The “new” network: streaming branded contentPush:Targeting theaudience & takingthe message tothem.Pull:The message attractsaudience attention,pulling people to itInteractionThe bit in the middle.
  • 15. But … push & pull aren’t mutually exclusive This is “evolved” media.
  • 16. Types of push communications Press releases Broadcast Blog email posts Your Brand Social media Newsletters updates … what do they have in common? They’re ‘owned media.’
  • 17. Keys to making push work:Put another way, we could say: Keys to developing evolvedmedia…• Be interesting, relevant and useful• Target audiences rigorously.• Look for opportunities to encourage cross-over – Perfectly tweetable headlines and bullet points – Easily sharable images – Keywords
  • 18. Types of audience-directed “pull” communications• Search engine searches Search engines• Editorial pick up• Social sharing• Reviews, testimonials, Reviews News endorsements media Your• Pushed content people have message liked or shared (i.e. “evolved.) Social Testimonials networks
  • 19. Keys to making pull workPut another way, we could say “Keys to encouragingaudience interaction with content…• Cultivate an audience – they will amplify your messages• Atomize content to broaden exposure• Research and utilize keywords & hashtags proven to resonate with your audience. (Talk their talk.)• Optimize content across channels – search, social & traditional media – Make it findable, shareable – That leads to interaction which bolsters credibility
  • 20. Push + Pull = Viral visibility
  • 21. Earned media evolved Multichannel, multiscreen, Multilateral multimedia communications engagement EARNED and conversions MEDIA = Engagement BRAND + OWNED DEMAND MEDIA PAID Stronger, = Currency MEDIA more Extremeease and = Accelerant measureableefficiency results
  • 22. Earned evolution yields innovative PR uses• Press releases increasingly being used to generate qualified leads directly• Savvy PR professionals targeting their press release audiences and measuring lead generation performance• Also using press releases to drive engagement with their own Lead branded content Acquisition
  • 23. The race is on• No one owns the evolved earned media landscape• Everyone is sprinting
  • 24. The race is on• No one owns the evolved earned media landscape• Everyone is sprinting• One group best positioned: the true original earned media practitioners PR pros
  • 25. Thank You! Download the free white paper: “Paid, Earned & Owned (PEO) Media: Orchestrating Opportunity” http://steinbrand.com/home/agency/thinkingFollow The Conversation on Twitter #PRNEDU@PRNewswire @SteinBrand