Brandstreaming: an introduction


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Presentation about appling digital lifestreaming tactics to Brands. Presented internally to Weber Shandwick colleagues.

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Brandstreaming: an introduction

  1. 1. Brandstreaming The art of extending your brand digitally 24th November 2008 Jonny Rosemont Consultant, Screengrab, Weber Shandwick
  2. 2. Agenda  What is lifestreaming?  What is brandstreaming?  The benefits?  How do we go about doing it?  Questions
  3. 3. What is lifestreaming?  Lifestreaming is a new way of documenting the activities surrounding your life using a chronologically-ordered collection of information  Lifestreaming is the aggregation and merging of multiple RSS feeds into a single point of entry – online is more complex than just blogging  The output is a concentrated unique stream of information comprised of a person's ideas, beliefs, passions, thoughts, and interests - that defines who they are  Your individual “digital footprint”  Lifestreaming is driving services such as FriendFeed that support the constant flow of content coming from the Social Web
  4. 4. Video to watch 
  5. 5. My lifestream  Blog:   Twitter:  Delicious:  YouTube:  Digg: ontjd  Qype:  Flickr: ont/  Friendfeed:  Facebook: 155633  LinkedIn:
  6. 6. Why is this important?  According to Universal McCann, content consumption off websites jumped 153% in the last 9 months (WAVE 3 research)  53% of online users are now consuming content outside of a publisher's site, through blogs, widgets, RSS readers, social networks and mobile devices; traditional web build is no longer the only effective way to reach audiences online  So how do we PR our clients when they are no longer driving your own communications? We need to have to look for new and innovative vehicles to reach audiences with relevant content that is meaningful to the consumer, where they are consuming media. This is where Brandstreaming comes into play
  7. 7. Digital Strategy. Distilled Community Advocacy Content Brandstreaming is all about building advocacy
  8. 8. What is brandstreaming?  A brandstream is a consistent flow of content created by a brand  Brandstreaming is creating new ways to engage social connections and information sharing between companies and their consumers  A brandstream could include (but is not limited to) blogs, podcasts, videos, press releases, product reviews, pictures of the company picnic, whitepapers and customer feedback vehicles  Consumers can receive a company's brandstream via an RSS News Feed. However, brandstreaming is not simply pushing information out to consumers however
  9. 9. What is brandstreaming? (cont.)  A brandstream shares and communicates a company's ideas, beliefs, passions, thoughts, and values - it defines the company - while it communicates the brand and engages  RSS feeds are one of the critical building blocks of brandstreaming. Evolution of the quot;Social Media Press Releasequot; (SMPR) concept, which is defined as more than just a company announcement - it also quot;provides links and assets to social media: blogs, images, videos, tags, etc  Now let us look at brandstreaming in action...
  10. 10. Obama
  11. 11. Conservative Party (UK)
  12. 12. Innocent Drinks
  13. 13. General Motors
  14. 14. Ford
  15. 15. Harley Davidson
  16. 16. Daimler
  17. 17. Electrolux
  18. 18. Monster
  19. 19. Capgemini / BlackBerry / Cisco
  20. 20. Dell
  21. 21. Wispa
  22. 22. AT&T
  23. 23. Orange
  24. 24. Kodak
  25. 25. J&J
  26. 26. Southwest Airlines
  27. 27. The benefits?  It is cheap and easy to do  Increased brand awareness  Direct brand engagement  Customer opt in – no “pitching” required  Customer feedback – ongoing “focus group”  You can easily calculate ROI
  28. 28. The benefits? (cont.)  Brands seen as “human” thanks to opening up of dialogue  Issue ownership – effectively extending offline comms strategies  Fostering collaboration and knowledge sharing  Improved “Google Juice” i.e. SEO  Early response to crisis communications situations
  29. 29. So, how do we do it?
  30. 30. The complex land
  31. 31. The complex land. Distilled
  32. 32. The complex land. Distilled even more Content type Popular destinations Video YouTube, Daily Motion, Metacafe, MSN Video, Google Video, MySpace Video, iTunes Audio iTunes, Documents Google Documents, SlideShare Pictures/photos Flickr, Photobucket Social Networks Facebook, MySpace, Bebo, LinkedIn Events Google Calendar, Meetup, Upcoming Blogging Wordpress Microblogging Twitter Livecasting Qik Wiki Wikipedia (although we can’t edit) Social bookmarking Digg, Delicious, Reddit, StumbleUpon, Mixx Lifestreaming Friendfeed
  33. 33. Market analysis still applies
  34. 34. The twelve tasks of brandstreaming 1. Identify your audience 2. Identify your suitable existing content, and create some new where possible 3. Create account “profiles”, “pages” or “channels” on the appropriate destinations 4. Upload content to the accounts 5. Make sure content has appropriate descriptions and “tags” 6. Create a FriendFeed lifestream for the brand
  35. 35. The twelve tasks (cont.) 7. Prominently promote the brandstreaming elements via existing web properties (.com or press centre). RSS! 8. Prominently promote the brandstreaming elements via any marketing communications 9. Keep brandstreaming elements up-to-date, entice people with fresh content 10. Engage with your newly-found audience, but don’t “sell” 11. Moderate and respond to issues where necessary 12. Calculate ROI – traffic data, who’s viewing the content, SEO
  36. 36. It might seem daunting, but...  is early days  is simple, once you know how  is likely you have some suitable content already  ...your audience is online and already on these sites (also are you and your clients)  can be manageable and scalable
  37. 37. We are here to help  Please ask Screengrab for help  The rules of engagement, as already discussed many a time, still very much apply. Some brands will get it wrong but it is our job to make sure our clients aren’t the ones that do
  38. 38. Remember this...  It is not just about simple publishing  It is about creating a two-way dialogue between a brand and its audience, using suitable content as the bait in environments that are already populated
  39. 39. A final note. Mobile  2009...the year of mobile?  8x growth of traditional internet  iPhone and Google Android  Data package prices make mobile video a reality  Why not investigate a .mobi site which provides a brandstreaming experience for visitors?  Is this something consumers and press alike might value?
  40. 40. Questions? Ext. 2584 +44 (0) 20 7067 0584