Promotion and journalism

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  • Brand journalism - Stories about our brand – McDonalds, StarbucksShare useful information
  • “Party Day,” more than 125,000 hosts and attendees gathered at homes throughout the country to test out five new recipes created by the brand generating major online buzz for Boyardee$500 as well $75 in Chef Boyardee coupons.Entered to win on Facebook
  • and Bad Project.
  • We discussed the creation of a promotional video related to the project. I showed examples of videos in class for inspiration Based on Jacob’s story, the students thought it would be engaging to bring a white board to the streets asking people who their hero was and why. Two students did shoot the slideshow, however it was created at the end of the semester.
  • Crowdsourced or reporter driven – recruit bloggers influencersind photos or images that are massively relevant to your audience or create bespoke images in photoshop that people are more likely to share.
  • Emotion inspires sharing action by giving us a reason to care. So simply put, in order to get readers to care, we need to make them feel.
  • Below are the probability increases of a piece of content making it to the “most-emailed” list based on the associated categorization of the primary emotion elicited by the content.
  • Promotion and journalism

    1. 1. Building project buzz @drcarp Serenacarpenter.com
    2. 2. Faces of Lung Cancer
    3. 3. Be the Chef with Chef Boyardee
    4. 4. Multimedia• Will it blend?• Free Hugs• Dramatic surprise• Jacob’s Story• Evian babies
    5. 5. Promotional multimedia
    6. 6. Facebook photos
    7. 7. Details• Description text • Catchy titles• SEO • Identify emerging• Ease of sharing trends – Embedding options • Be creative• Suggested • Be informative hashtags, tags – How-to videos• Pick something people • Emotional connection can identify with• Avoid polarizing topics
    8. 8. Share-worthy
    9. 9. Promotion development• Research • Address these points (issues, conversations, etc.) • Storyboard• Write your objectives • Multimedia script• Determine your target • Script edits audience (demographics) • Edit multimedia• Create a schedule – Photo, expert• Key messages videocasts, Pinterest, crowdsou• Determine plan (appropriate rced map, recipe contest, art, etc. social media channels)• Identify influencers (blogrolls, rankings, Klout, Peer Index)• Evaluate effectiveness (analytics, shares, conversatio ns)

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