Date post: | 29-Oct-2014 |
Category: |
Business |
Upload: | twofourseven |
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Unlocking the key tocut-through content
Unlocking the key tocut-through contentFind your audience,engage with them!Find your audience,engage with them!
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
@twofourseven
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Bill Gates, 1996
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. … Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products—a marketplace of content.”
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
• Oreo’s ‘Whisper Fight’ 2013 Super Bowl TV advert cost $3.5 million.
• Ad length: 30 seconds• Cost per second:
$116,600!• Advertising Agency: Wieden
+ Kennedy, USA
The Cookie or The Cream
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
• Oreo Super Bowl advert cost $3.5 million dollars!
• TV ad was in battle Battle was up against Samsung, Budweiser, Mercedes, Audi
• Talking point was 34 minutes Superdome Blackout
• Within minutes Oreo used the Blackout to their advantage
• AdAge report that graphic was designed, captioned and approved in minutes!
• Oreo’s Dunk In The Dark tweet went viral
• Oreo’s had agency 360i set-up a Super Bowl war room with 15 people.
Communications 1.0Company / Brand Filter Stakeholders
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
• Customers,• Suppliers,• Employees,• Investors,• Regulators, as well
as• Journalists,• Bloggers and• Social influencers
How we used talked to stakeholders rather than engaged!
Push communications – limited engagement
Communications 2.0Company / Brand Filter Stakeholders
Broadcast Communications – We Say
Conversational Communications – Stakeholders Comment
• Customers,• Suppliers,• Employees,• Investors,• Regulators, as well
as• Journalists,• Bloggers and• Social influencers
Audience is connected and communicating.Brands need to listen, engage and adapt their
messaging.
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Tom Foremski
Communications 2.0
New Skillset for PR and Communications
• Comms team today need measurement and analytics expertise
• Data and Analytics empower brands to understand their audience and deliver targeted messaging
• Data is our friend – access it, analyse it, learn from it
• Geek is the new ‘Gold’
Be Nimble And Responsive
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Integrated Marketing Communication (IMC):
is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.Break down silos and use social at the heart of your communications. Reach your audiences where they are.
Plan Your Content
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
NOT EVERYTHING IS AS IT SEEMS!
Define Your Audiences
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Customise Your Message
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
• By touch-point – desktop/laptop; tablet; mobile
• By audience demographics – age, gender, location, likes, etc
• By culture• By social network –
FB, Twitter, Google+, Instagram
• Time of day
Killer Content
Use Instagram to visually report your stories – Singapore Changi Airport do so
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Killer ContentLet your
audience picture your
brand
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Killer Content - Content
Pinterest – for some just for fashion
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Killer Content – B2BPinterest – for General Electric it’s about Badass Machines!
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Today’s Landscape And You!
• Integrate and succeed
• Become a newsroom
• Engage and get audience buy-in
• Content on their terms
• Remember, their right to reply!
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PlanInternal newsgathering – white papers, R&D, research, financial,
thought leadersExternal newsgathering –
#newsjack competitors, regulators, media
Activate Content – Social and Digital Newsroom
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Julio RomoPR and Social Media Consultant & Digital Strategist
twofourseven.co.uk @twofourseven in/twofourseven