Mark ragan ceo presentation to vocus user convference 2012
1. The company as media outlet:
Your role in the age of Brand Journalism and Content Curation
Mark Ragan
CEO, Ragan Communications
2. The history of corporate communications:
CIRCA 1968:
• Employee publications
• Press releases
• Face-to-face
communication
• Bulletin Boards
…and when I say bulletin board, I mean…
3.
4.
5.
6. CIRCA 2011:
The communicator's toolbox in the age of social media
Online newsletters
Social Media press release
Intranets
Social Networks
Twitter
Facebook
FourSquare
Tumblr
Podcasting
Yammer
Blogs
YouTube
Flickr
9. Content is at the very center of today’s brand strategy . . . .
Intranets Social Networks
Corporation
Blogging Facebook
FourSquare Twitter
10. What has changed?
• Free distribution channels:
YouTube, Facebook,
Twitter, Google+ and
more…
• Understaffed newsrooms:
Fewer reporters to feed
the media beast
• Reporters now tap into
social media channels for
stories
• Technology has removed
many cost barriers
14. 5 qualities of the new
communications superstar:
• Expert in all things social media
• Become a leading content creator (and curator) for
your organization
• Practice the fundamentals of good writing and
refrigerator journalism
• Effectively produce an online newsroom
• Build relationships with traditional and new media
16. Change in thinking:
Your new role as Chief Content Officer
• Content producer
• Reporter: Ferret out
the stories
• Conversation starter
• Community Manager
17. Payoff
• Lower costs compared to
traditional advertising
• Higher brand recognition
• Increased efficiency
• More influence within
the organization
21. What content consumers love:
•Helpful posts that practice
'refrigerator journalism‘
•Compelling video
•Voice and personality
•Social Media integration
•Conversation
•Integrated customer service
38. Imagine what a customer might say:
• "I'm not wading through
content on Mashable, why do I
have to on your site?”
• "Why can't you be more like
my favorite news site or trade
publication?”
• "And while I'm at it, why can't
it be entertaining and human
as well?"
40. Company as media outlet: Traditional newsrooms are in
decline and media is now more fragmented than ever.
Why not fill the void?
"The mantra is that every company has to be a media company in
their own right, telling their own stories not just through websites
but through branded entertainment, video, iPad and mobile
applications. Big companies are going directly to the consumer to
engage them now, rather than through display or spot ads and the
traditional means of trying to reach consumers. You can't just be
out there shouting at people about your brand, you've got to
engage with them quite carefully, and the editorial skills that I can
bring can help with that."
--Stefan Stern
veteran journalist for the Financial Times and head of strategy for Edelman
41. Content Curation: For a fraction of the cost of
advertising, you can become the chief content site in
your business.
42.
43. Objective
• Position HSBC as
resource to
businesses selling
abroad.
• Establish expertise in
International Trade
• Provide helpful tools
to readers
44. Editorial Resources
• Five full-time staffers working
on site
• Uses syndicated content from
Bloomberg/Wall Street
Journal
• Custom content from the
Economist
• Contract editor to keep
distance from HSBC
45. Philosophy
Provide great information and tools and the customers will follow.
“You don’t know who’s a
potential customer, right? It
could be a business that may
be milling around going, ‘I’m
not getting any growth in
Iowa. Maybe I can sell meat
pies in Canada.’
-- Clinton Riley, vice president of
public affairs for HSBC North
America.
46. Brand Journalism: Using the principles and approaches
of journalism to create rich content for your customers
and prospects.
• Credibility
• Trust
• Storytelling
• Breadth of coverage
• Timeliness
• Integration with social media
47.
48.
49.
50.
51. So is brand journalism just a theory?
The proof is in the hiring
55. Roadmap
• Create simple, compelling news site that
engages customers and prospects by providing
daily news, analysis and video features for
your market
• Editorial team headed by a managing editor
and team of reporters
• Publisher: Manages all business aspects of the
site and acts as bridge to senior management
• Social Media editor. Integrates content into all
social media platforms and manages
communities both inside and outside the
firewall
• Director of measurement and search engine
optimization
56. Benefits:
• Become the leading thought
leader in the industry
• Simple and efficient way to
generate leads, track progress
and bond with customers
• Build brand recognition among
key decision makers and
influencers
• Bolsters social media presence by
providing hot content to share
• Gives global sales force tool for
connecting to customers
79. What is my content?
• What is my niche, i.e., cancer
research, energy, specialty steel,
banking?
• What information do my
customers or employees need?
• Decide ratio of 'curated content'
to original
• Social media integration: How
will I foster sharing
• Engagement: How do I keep them
wanting more?
• Measurement: How will I prove
it's a success?
• What's the frequency—Less is NOT
more
80. What resources do I have?
• Freelancers or staff
• How many
reporters/editors do I
need
• Partnerships with
bloggers and other
content creators
• Technology
81. Go To Site
• http://www.youtube.com/watch?
v=OEdVfyt-mLw
86. Providence St.
Vincent Medical
Center’s PINK
GLOVE dance,
owns Google’s
search results for
Pink Glove.
17 of the first 35 results
and 7 of 11 on page 1