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“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 1


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

4 November 2009

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What: we’ll cover

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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?


What’s: in today’s brand conversation

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

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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 6


What: is streaming media? • • • • • • •

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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


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

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What: is a social media release? • Includes/allows for: – – – – – –

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Website Aggregates news release content Newsworthy content Multimedia files (audio/video) Social network site tagging/bookmarking Friendly engaging format


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

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Why: is content King? • • • • •

Great content stands out Quality / authentic / honest / human Of value Concise Access to something not otherwise accessible • Stanford on iTunes

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Stanford in iTunes

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When: should it be used? • • • •

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Target market known Segmented Know needs / wants / likes / dislikes When you can direct them to content


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


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

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

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What: is a surprise?

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What: is a surprise?

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When: should it be used?

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

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How: do you measure success? • • • • • •

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Response Registrations # of views Length of views Hits Data gathered


What: is the measure of success?

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What: is the measure of success?

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What: is the measure of success?

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What: is the measure of success?

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What: is the measure of success?

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What: is the measure of success?

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What: is the measure of success?

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What: is the measure of success?

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What: is the measure of success?

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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 times www.posterous.com/melodymaker 42


What’s: all the fuss? • • • •

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A compelling medium Online or mobile Educational Web needs great content


Where: to from here? • Mobile

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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 45


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

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A brand must tell a story. People like stories. They like a brand that tells stories. 47


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Thank you for your valuable time and courteous attention

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

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http://www.puruma.com/assets/Streaming_Media  

http://www.puruma.com/assets/Streaming_Media.ppt

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