Branded Content and Online PR 101 - Google and Android Lessons

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Whilst doing a spot of research with our research honcho @hollibedwell today, we looked at the work that Google and Android does to promote and communicate its wares.

It's an interesting challenge - promoting geek tech to a sceptical audience... But Google/Android do it with elan.

It's not rocket surgery. Check the deck...

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Branded Content and Online PR 101 - Google and Android Lessons

  1. 1. Branded Content and Online PR 101: How Google/Android Talks to the World and What the World Says in Return Roger Warner - October 2010 DON’T PANIC!
  2. 2. Whilst researching the work that Google/Android does to communicate a ʻdifficultʼ (technical) set of products and services to a ʻdifficultʼ(geek) audience, something became apparent... In many ways, itʼs not what you say, but how you say it that brings success. Don’t Panic! 2
  3. 3. Some rules: * Always be publishing * Always be optimising * Always be distributing (Tweeting/Facebooking/etc) * Try to use innovative formats Don’t Panic! 3
  4. 4. How Android Communicates to the World • Video. And lots and lots of goodies and targeted content for its core community • Dedicated developer site • Dedicated YouTube channel • Stranded editorialised video content 4
  5. 5. What the World Makes of Android... • Behold VIDEO! 5
  6. 6. What the World Makes of Android... • Behold VIDEO! • Result #7 from previous Google SERP 6
  7. 7. What the World Makes of Android... 7
  8. 8. Calls to Action... • Your task is a content optimisation effort • ...and a storytelling exercise • Be quirkier, more accessible, more pragmatic • Make your content re-usable • Socialise this story via new content FORMATS • Optimise and publish them well • Video / YouTube • PPTs / Slideshare • Flickr / Infographics • And blog... a lot - to aggregate all this content • And talk to media/bloggers/influential types A LOT • Give them this content and see what they do with it 8
  9. 9. Further Reading C&M Blog & Resources Page C&M Content Optimisation Guide http://www.contentandmotion.co.uk/resources/quickstart-guide-to-content-optimization-better-seo-content-writing/ C&M Online PR & Optimisation Research Tools http://www.contentandmotion.co.uk/resources/content-optimisation-tools-cm-whats-in-your-handbag/ C&M Guide to Google & Effective SEO http://www.contentandmotion.co.uk/resources/papers/a-practical-guide-to-google-seo-in-30-mins/ C&M Social SEO Through Clever Content Creation http://www.contentandmotion.co.uk/resources/social-seo-search-engine-optimisation-through-clever-content-creation/ - 9

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