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PRSA 2010 - "Branded Content"

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ColbyCox

PRSA Branded Content presentation given by Sally Falkow, Rebecca Lieb, and Colby Cox

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 PR Pros and Social Media: Now What? ,[object Object],Colby Cox, Marketwire ,[object Object],Presenters,[object Object],Sally Falkow, PRESSfeed,[object Object],Rebecca Lieb, Econsultancy,[object Object]
Agenda,[object Object],Social Media, PR and Future Directions,[object Object],The Media Landscape,[object Object],Telling Stories – Can We Be the Media? ,[object Object],How to Develop a Content Strategy that Produces Results,[object Object],Case Studies – Best Practices,[object Object]
	"With the fragmentation and decline in many traditional forms of media, every company needs to become its own media company. ,[object Object],	“It has to tell its own story and in ways that people can easily engage with, share and shape. That's easier to say than it is to do.“,[object Object],– David Brain, Edelman President and CEO, Europe, Middle East and Africa,[object Object]
Media Trends,[object Object],American Adults:	20002010,[object Object],Use the internet	45%	79%,[object Object],Have broadband at home	   5%	64%,[object Object],Own a cell phone	 50%	82%,[object Object],Connect wirelessly	   0%	52%,[object Object],Use “cloud” 	<10%               >66% ,[object Object],Are tech social networkers	   0%                  48%,[object Object],Source: Pew Internet and American Life Project,[object Object]
Then and Now,[object Object],Then:,[object Object],	Slow, static connections were built around “my computer”,[object Object],Now:,[object Object],	Fast, mobile connections are built around outside servers and storage,[object Object]
Media Ecosystem has Changed,[object Object],Volume of information,[object Object],Speed of information,[object Object],Variety of sources,[object Object],Time and place shifting,[object Object],Attention expands and contracts,[object Object],Customization tools,[object Object],Social networks,[object Object],Immersive and interactive,[object Object]

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Editor's Notes

  1. Another phrase we researched for Reed’s Inc, a maker of natural sodas, was ‘holiday party.’ Again, as one would expect, it peaks over the holiday season. But the vital piece of intelligence is WHEN it starts to peak. In 2009 the searches started early in October. In 2010 it is just starting to increase.
  2. One of the words strongly associated with holiday party is cocktail. Looking at the buzz around holiday cocktails we found that the conversation is centered around vodka, and other items of interest are recipes, bartender and garnish.
  3. Here is one of the cocktails. Reed’s has a new product out called Raspberry Ginger Ale. There are more than 200 recipes for cocktails made with ginger ale!
  4. Use Sysomos to find the influencers in this community
  5. Sysomos analysis billions of conversations around the worldTo refine the search we incorporate “public relations” to ensure we analyze the correct PRSA (versus “Pseudo Random Sequence of Arrays” (PRSA) or Puerto Rica Studies Association)