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@gavinmoffat A chat about streaming media and its place in PR

“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. @gavinmoffat A chat about streaming media and its place in PR. 4 November 2009. 2. What: we’ll cover.

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@gavinmoffat A chat about streaming media and its place in PR

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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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