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Streaming Media in PR: Navigating Today's Brand Conversations

Explore streaming media in public relations; cover topics from social media releases to measuring success. Adapt to the changing landscape of brand conversations.

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Streaming Media in PR: Navigating Today's Brand Conversations

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  1. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin

  2. @gavinmoffat A chat about streaming media and its place in PR 4 November 2009 2

  3. What: we’ll cover • What: is streaming media? • What: is today’s brand conversation? • What’s: in today’s marketing mix? • What: is a social media release? • What: should we use streaming media for? • Why: is content king (or is the search engine king)? • What: should streaming media be used for? • When: should it be used? • What: is the cost? • How: do you measure success? • What: is the measure of success? • How: do you get your content seen? • What’s: all the fuss? • Where: to from here?

  4. What’s: in today’s brand conversation

  5. Marketing = Everyone Lies • Stakeholders – more cynical – less discerning • Rejecting advertising • Brand created at the point of contact

  6. What: does this have to do with the brand? • Multi-generational audiences (internal and external) • Multiple, disparate communication platforms and mechanisms • No longer bound by physical and time boundaries • Requires significant customisation of messaging

  7. What: is streaming media? • Refers to the delivery method • Live • Via a telecommunications networks • Audio/Video or audio visual • Content – important enough to be live • Something audience wants to see • Fixed deposit

  8. What: is a social media release? • Includes/allows for: • Website • Aggregates news release content • Newsworthy content

  9. What: is a social media release? • Includes/allows for: • Website • Aggregates news release content • Newsworthy content • Multimedia files (audio/video) • Social network site tagging/bookmarking • Friendly engaging format

  10. What: should we use streaming media for? Communicate: • with staff/training • With customers/CRM • with suppliers/info sharing • with media/announcements Consider all options

  11. Why: is content King? • Great content stands out • Quality / authentic / honest / human • Of value • Concise • Access to something not otherwise accessible • Stanford on iTunes

  12. Stanford in iTunes

  13. When: should it be used? • Target market known • Segmented • Know needs / wants / likes / dislikes • When you can direct them to content

  14. When: should it be used? Criteria • Audience • Tools • Message Ericsson – Volvo Ocean Race • An excuse/focal point to communicate • Align goals • Global/effective medium

  15. When: should it be used? • To tell someone something interesting – to them • To provide insight • To create the foundation for a conversation

  16. When: should it be used? • To surprise people • They want to be surprised, pleasantly • Tool – humour / honesty / openness / responsiveness

  17. What: is a surprise?

  18. What: is a surprise?

  19. When: should it be used?

  20. What: is the cost? • Production / preparation • Bandwidth • Cost of not using the medium

  21. How: do you measure success? • Response • Registrations • # of views • Length of views • Hits • Data gathered

  22. What: is the measure of success?

  23. What: is the measure of success?

  24. What: is the measure of success?

  25. What: is the measure of success?

  26. What: is the measure of success?

  27. What: is the measure of success?

  28. What: is the measure of success?

  29. What: is the measure of success?

  30. What: is the measure of success?

  31. How: do you get your content seen? • Internal • WIIFM • Great content with a buzz • Big Enchilada – referrals • Sites – cracker / zoopy / youtube • Great content – 2 482 642 timeswww.posterous.com/melodymaker

  32. What’s: all the fuss? • A compelling medium • Online or mobile • Educational • Web needs great content

  33. Where: to from here? • Mobile

  34. Why: education? • Any venue with access to PC and internet – venues in major centres • PowerPoint, Flash or video • Dynamic instruction • When used with two-way communications it becomes interactive – Edureach and Star Schools • One to many education for underserviced areas • Video sharing on social networks • User generated educational vids

  35. Where: to from here? • Choose the right medium for the job at hand

  36. A brand must tell a story. People like stories. They like a brand that tells stories.

  37. Thank you for your valuable time and courteous attention

  38. www.puruma.com www.twitter.com/gavinmoffat www.qik.com/gavinmoffat

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