Brand / Blog Partnerships in a Multi-Channel World
•Transferir como PPTX, PDF•
0 gostou•278 visualizações
Cuáles son los elementos que crean alianzas ganadoras, cómo “conocer” marcas que pueden encajar con tu blog y algunas de las preguntas claves que ambas partes deben contestar antes de seguir adelante. Presentación de Jessi Langsen, Vicepresidenta, Digital, Hill & Knowlton Chicago, para el Puerto Rico BloggerCon 2015.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Destaque
Destaque (20)
Semelhante a Brand / Blog Partnerships in a Multi-Channel World
Semelhante a Brand / Blog Partnerships in a Multi-Channel World (20)
Mais de Puerto Rico BloggerCon
Mais de Puerto Rico BloggerCon (7)
Último
Último (20)
Brand / Blog Partnerships in a Multi-Channel World
- 1. Good Partners Brands and Bloggers in a Multi-Channel World September 12, 2015
- 2. The Fastest Introduction Jessi Langsen, @tokissthecook • Former food blogger • Public relations pro • Usually hungry • Political nerd • Copywriter • Naturally curious
- 3. TRENDS IN THE INDUSTRY
- 4. FIVE KEY AREAS: 1. Internet is Shifting Mobile 2. Possibilities of Personalization 3. Decline of Organic Social Reach 4. Increased Competition for Audiences 5. A Connected Ecosystem Broadcast Narrowcast 4 Trends in the Industry
- 5. Internet is Shifting to Mobile - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 2010 2011 2012 2013 2014 2015 2016 Worldwide smart connected device shipments (M)* Smartphones PCs Tablets 45% of the world population will have a smartphone in 2016** 5Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012
- 6. Source: * Compass Intelligence, ** Adobe 61% of consumers are willing to give up a degree of privacy to get ongoing personalization * Personalization is Necessary The media may constantly talk about privacy and criticize corporations that hoard too much data, but consumers feel differently. Consumers want personalization and individualization, provided it enhances their experience. Core questions: How much do you know about your readers? Are you using what you learn to write better content or find better partners?
- 7. Estimates place current Facebook reach at 3- 6% of fans, down from 16% in 2012. This new challenge presents us with an opportunity to set better goals. Core questions: Are you investing in promoting your best content? If we work together, are you willing to have that partnership promoted by my team? Source: Social@Ogilvy – “Facebook Zero” Organic Social Reach in Decline
- 8. Content Time Content created Ability to consume content The Growing Gap Between Content Creation and the Ability to Consume Competition for Audience
- 9. 9 OUR STORY Facebook Twitter Email/CRM Website Pre-Roll & Banner Ads Earned Media LinkedIn A Connected Ecosystem Wikipedia One story, several channels…
- 10. BETTER TOGETHER: PARTNER TIPS + BEST PRACTICES
- 11. • Start with what interests you, but keep an open mind • Be easy to find. If you’re already talking about a brand that interests you, include them in the tags of the post itself and any social promotion • Quality matters. Strong images, responding to commenters, clear audio all make you a more compelling partner • Be professional and expect it in return. Present an organized content plan, including how you plan to measure success. Respond to emails on time Quick Tips
- 12. • You do not need to do everything, always. • Your readers/followers/fans should be your #1 priority • Consistency is key • Do less but get the details right from the start THE BIG QUESTION: Is this interesting to me? Fighting Platform Fatigue
- 13. Brands vs. Friends in a battle for relevance Facebook
- 14. No longer just a 140- character, real-time platform Twitter
- 15. Visual vocabularies that sell both products and lifestyles Instagram
- 16. Moving from Pins to Purchasing Pinterest
- 18. A robust executive thought leadership platform LinkedIn
- 19. Attempting to expand the audience base with news and updates Snapchat
- 20. A competition for audiences and real-time relevance In the streaming mobile video space Meerkat & Periscope
- 21. Thank You Feel Free To Reach Out With Any Questions!
Notas do Editor
- We’re seeing two seemingly conflicting, yet ultimately related, trends emerge in the digital space – consumers’ demand for personalization (“narrowcast”) and brands’ desire for content and storytelling (“broadcast”).
- Core questions: Most blogging platforms have a built-in mobile experience—does yours? As a potential brand partner (pbp), I need to know your maximizing your time with your audience and that the content we produce together will show up the way its designed to. This also speaks to the importance of a diversified social presence because we know users are likely to migrate from a longer blog post to channels like Facebook and Instagram. Are there appropriate translations of our partnership on those channels? And internet usage is shifting to mobile. There are 1B smartphone users globally, with 5B people using mobile phones. Smartphone user adoption is just getting started as there are 4B potential global smartphone users.* Global mobile traffic is growing rapidly to 13% of Internet traffic.* Mobile is the first screen for web connectivity - global mobile installed base is now bigger than desktop. *
- It may have been clunky in the past, but modern tools have made personalization on social media, digital and advertising platforms a necessity for modern brands.
- - Facebook has made shifts in its algorithm that seriously reduce the organic reach of posts by brands. - Content is advertising and vice-versa - Twitter and Instagram are likely to follow suit in the coming years.
- There are typically 1500 new pieces of content available for users when they log in, however they are likely to only see about 300. All brands face the reality that as available content grows, it's more difficult to reach your audience To that end, paid needs to be an integral part of any social campaign Brands are in a constant contest for attention. But we are not only competing against other brands. We are competing with everyone else who is trying to reach our customers and stakeholders. Brands and media platforms alike must face the reality that as available content grows, it's more difficult to reach your audience. As publishers like Buzzfeed, Vox, Upworthy, and the NYT become more sophisticated content marketers themselves, our content must be equally compelling and useful.
- When I come up with a campaign, it has several pieces that need to make sense together, then work as a single unit. My work with influencers is an incredibly important part of the plan but one that has its own layers. When I invest in a partnership, I love working with professionals who’ve thought through the various intersections for my campaign across their network. Just like my broader campaign needs to tell one good story, you partnership must do the same. We can no longer think about any of our platforms in isolation. We must look at it holistically as a connected eco-system where each channel has a specific role to play in telling our story. As consumers are increasingly engaging with brands through up to seven unique touch points, we have to make sure that each one adds a different layer to our tale. To do this, we need to stop thinking about communications and start thinking about delivering content that has a genuine value in people’s lives.
- - Facebook has made shifts in its algorithm that seriously reduce the organic reach of posts by brands. - Content is advertising and vice-versa - Twitter and Instagram are likely to follow suit in the coming years.
- - Facebook has made shifts in its algorithm that seriously reduce the organic reach of posts by brands. - Content is advertising and vice-versa - Twitter and Instagram are likely to follow suit in the coming years.