3. “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.”
Bill Gates,
1996
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
4. • 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
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
5.
6. The Cookie or The Cream
• 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.
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
7. Communications 1.0
Company / Brand Filter Stakeholders
How we used talked to stakeholders rather than engaged!
• Customers,
• Suppliers,
• Employees,
• Investors,
• Regulators, as well as
• Journalists,
• Bloggers and
• Social influencers
Push communications – limited engagement
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
8. Communications 2.0
Company / Brand Filter Stakeholders
• Customers,
• Suppliers,
• Employees,
• Investors,
• Regulators, as well as
• Journalists,
• Bloggers and
• Social influencers
Conversational
Broadcast Communications –
Communications – Stakeholders
We Say Comment
Audience is connected and communicating.
Brands need to listen, engage and adapt their messaging.
9. Communications 2.0
Tom Foremski
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
10. 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’
11. Be Nimble And Responsive
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.
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
12. Plan Your Content
NOT EVERYTHING IS AS IT SEEMS!
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
14. Customise Your Message
• 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
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
15. Killer Content
Use Instagram
to visually
report your
stories –
Singapore
Changi Airport
do so
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
16. Killer Content
Let your
audience
picture your
brand
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
17. Killer Content - Content
Pinterest – for
some just for
fashion
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
18. Killer Content – B2B
Pinterest – for
General Electric
it’s about
Badass
Machines!
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
19. Today’s Landscape And You!
• Integrate and succeed Plan
Internal newsgathering – white papers, R&D,
Input
Input
research, financial, thought leaders
• Become a newsroom External newsgathering – #newsjack
competitors, regulators, media
• Engage and get audience
buy-in
Editorial
Editorial
Activate Content – Social and
Digital Newsroom
• Content on their terms
• Remember, their right to
Output
Output
reply!
Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
20. Julio Romo
PR and Social Media Consultant &
Digital Strategist
twofourseven.co.uk
@twofourseven
in/twofourseven