Successfully Engaging with Modern Media

The media landscape has changed

MultipleMedia

Channels

ExhibitionismUser generated

contentVoyeurism

What othersAre doing

Real timeTechnology

Era of Engagement

TechnologyShift

TechnologyShift

Driven by

Old vs New world

• Everything goes digital

• Mobile• Wearble Tech• Globalisation• Death of Pay TV• Print will die

• Everything goes digital

• Mobile• Wearble Tech• Globalisation• Death of Pay TV• Print will die

• Rise of Citizen Journalism

• News Breaks in digital world

• Influencers who aren’t media

• Multimedia formats

• Rise of Citizen Journalism

• News Breaks in digital world

• Influencers who aren’t media

• Multimedia formats

• Media as Gatekeepers

• Trusted • Huge Influence

• Media as Gatekeepers

• Trusted • Huge Influence

OldOld NewNew FutureFuture

The model is still the same

PaidAdvertising

EarnedPublicity

Third party endorsementOrganic

OwnedAssets

What does this mean?

Anyone can break news

News Breaks On Twitter

News cycles have changed

News Cycle

• No news cycle like traditional media • Break stories in seconds• Verification of facts is key • Traditional media have to feature news in

digital realm over waiting for next publication or broadcast date

Bad News travels fast

Social Media Drives Conversation

There is nowhere to hide

Instant response is required

Need for Crises Communications• Organisations/brands must be prepared for a crises and have

relevant accounts setup• Once communicate during a crises you must continue to be

vocal• People must be trained on the new realities of digital

(marketing, ops, customer services etc)• Best practice – when to respond

• Who is it• How credible are they• How credible are their thoughts• Look at velocity...is it travelling• Don’t send link around do a screen dump (people clicking on from

your company push up rankings/hits)

Get to the point quicklyHeadline, summary, body, facts

Multimedia Links - videos on YouTube, images, RSS feeds and more

Relevant links & Tags - social bookmarking sites, Twitter hashtags or Facebook fan pages

Package info for the Digital world

Invest in the Digital Press Kit

The Digital Celebrity

Rise of the Digital Celebrity“Digiratti”

• People choose to follow people. People they trust and like, not the platform or media channel

Leveraging bloggers & celebrities

• $13,000 per tweet

• 8 Million+ followers

To Pay or Not to Pay?

Right Brand Fit

Clear Expectations

Transparency

Must be Sincere

?

When it’s not obvious that it is an ad, people should disclose

that they are being paid

If you pay a blogger for a sponsored post, product review, or giveaway, the blogger must sincerely like the brand

Clear guidelines of what is expected

Don’t PaySend a product, with no strings attached

Pitching to Social Media influencers

• Treat them as individuals and not just another marketing channel

• Build on going relationships for the long term• Have ongoing conversations• Add value to their audiences• Be honest - bloggers will expose bullshit• Ask them what they want or need from you• Don’t expect them to love your product

Opportunities

Competitions & Giveaways

Beautiful Imagery

Reviews

Promote them & Engage

Interesting drops

IT’S A NEW WORLD

Brand PublishingContent marketing at its best!

• Coca Cola Kills the Press Release

• Created a newsroom with journalism skills

• Took a traditional magazine and made it digital – The Journey

Leveraging Social Networks

• Coca Cola created its own blogger contributor network focusing on new talent instead of 'big names', called 'The Opener'.

User Generated content

Why Content Marketing?

Shift in Budgets

Why?

Brands Need a Killer Team

Media Evolution

• Paid-for smartphone apps for rich media content are rising in popularity

• Publication-owned Twitter and Facebook pages• Use of blogs and microblogs (Twitter, Facebook) to source

and verify news stories – but only when the sources behind those feeds are known to the journalists

• Journalists’ personal use of social media is also growing• Social media means more than blogs and Twitter – in

particular, the use of Google Plus by journalists is rising • 40% of global media outlets have a mobile app• Journalists are generating content in multiple formats

Traditional Media Still Strong

• Traditional holds steady - 50 per cent of media maintain their offline print or broadcast outlet had the largest audience

Source: Oriella PR Network Global Digital Journalism study 2013

First Port of call when researching stories

Oriella PR Network Global Digital Journalism study 2013

What this means?

Credibility & Trust is

Key

Range of storytelling

assets

Crises Planning

Media Insights

Tradtional is not dead yet

Be ready for a crises - one post or tweet is all it takes to

damage your reputation

Get to know your media by watching

what they tweet, post and write about

Develop a range of storytelling assets beyond the press

release – video, images, opinion led content,

infographics

Realtime

Real time tracking and response

WATCH THE HYPER LOCAL TREND

Hyper-Local

• Hyper local is still very new • Geo-targeting and hyper-local marketing is in

SA – Marketing & Advertising: send messages that are

geographically targeted and demographically filtered

– Content that is geo-targeted for search success– Real-time targeting: OOH, at events, displays,

point of sale, mobile apps, live promotions

All content added to the site is tagged with geo-location data, which can be viewed on an interactive map

“Think like a publisher, not a marketer.” – David Meerman Scott

Contact Janine LloydJanine.lloyd@prexpert.co.za