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Real-Time Social Media Creative Marketing and PR

From www.huffingtonpost.com - October 17, 2013 9:50 AM

Real-time social media are transforming marketing and public relations. I recently visited two firms in Chicago that are responding to the need for speed within the flow of online conversationconversation.

...Content and storytelling are at the heart of how we help our clients build meaningful relationships with their audiences," said Mark Hass, president and CEO, Edelman U.S. Edelman's plan focuses on client partnerships with five U.S. newsrooms and one in the U.K.Edelman newsroom "trend spotters" identify trends and events, collaborate with account leaders and design creative concepts. Ideas are shared with clients, and then decisions are made about posting or not.Real-time PR and marketing content frequently is covered by traditional media -- television, radio, newspapers and magazines.

News organizations, too, are now in the business of conversation monitoring and engaging. In this sense, the news model shares with PR the goal of creating viral videos, flashy graphics, photographs, memes and other popular social media content. Everyone is competing for measurable engagement that may translate into new revenue....

Jeff Domansky's insight:

Read how Edelman and Golin-Harris are innovating in PR with strong content marketing efforts using social media channels, a brand journalism newsroom and more.

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Phillip Newsome's curator insight, October 18, 2013 3:26 PM

Today branding agencies must operate like news rooms, monitoring developing stories as they develop and updating audiences on their client's POV.

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Why I hate 'Content Marketing' and 'Blogger Outreach' | Forbes

From www.forbes.com - December 10, 2012 10:11 PM

My friend Geoff Livingston wrote a piece recently about the term 'Content Marketing,' a term that makes me bristle, the moment I hear it.

...To me there is a very contrary definition to Content Marketing. To me it is the concept that traditional marketers can take traditional and contrived messages and cram them into new communications channels such as Facebook. Content Marketing is about message mongering and not about conversations. Listening is not involved unless you consider count “like” clicks as a form of engagement.

It isn’t that I think Content Marketing is evil, as a purist might call it.

Instead, I think it is lame and ineffective as a strategy. In social media, your audiences an make you smarter. It can help you bring better products to market faster. It can improve your service response time. It can reduce your time to market and your costs of traditional marketing expenses....

[Nice counterpoint to the content-is-king argument ~ Jeff]

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Mark Matchen's curator insight, December 11, 2012 9:50 AM

Key take-away: old media is about broadcasting; new media is about conversation.

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In defence of brand journalism | Multimedia Journalism

From www.multimedia-journalism.co.uk - August 2, 2012 5:09 PM

I’m a simple soul. I deal in realities

The first reality I see is that journalism as a career is under threat, because not enough people are prepared to pay for what we make
I can also see that any organisation is, or could be, a media company, in addition to whatever else it does.

I see that many people are choosing to get their information through social media, rather than through the products of traditional publishers and broadcasters.

Social media has changed the equation. We no longer live in a world where the rich and powerful control the means of mass communication. Now, anyone can publish their news, views, comment and analysis.

Social media brings the added dimension to the dissemination of news and information that it is passed among groups of friends, colleagues or those bound by some other sort of self-defined common interest by way of personal recommendation....

[I like Andy Bull's approach to brand journalism. It's part of a series of Masterclass posts which are included in a Multimedia Journalism course online. The course is very reasonable and includes textbook and online resources for approx $55. Essential reading for marketing, PR and content marketing pros. - JD ]

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Native Advertising: Marketing Flop or Marketing Future?

From blog.kissmetrics.com - March 9, 2013 12:42 AM

A form of advertising that is so tightly interwoven within the site it’s being promoted on that customers can’t tell that it’s advertising.

Pop quiz: Can you spot the native advertising on BuzzFeed’s homepage?

If you answered “all of it,” you’d be exactly right. The entire front page, seemingly devoted to Instagrammers you should be following, actually is a huge advertisement for Samsung cameras. Surprised? Shocked? Amused? Betrayed?

All of these emotions are felt by viewers when they realize they’ve been fed advertising in what they thought was an article purely devoted to entertainment or getting more out of a photography hobby.

Native ads don’t yet have a clear definition, but at their simplest, they are a form of advertising that is so tightly interwoven within the site it’s being promoted on that customers can’t tell that it’s advertising. Different technologies have tried to paint native ads under names like sponsored listings, promoted posts, or online advertorials, but there are some definite differences....

Jeff Domansky's insight:

Native advertising presents a whole new set of challenges for marketers and the public.

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Why Branded Content is Beating Editorial | DigiDay

From www.digiday.com - December 10, 2012 10:05 PM

In many cases, brands have a leg up on news organizations in creating content that resonates with people, argues JWT NY's Lydia Leavitt.

Brand journalism, native advertising, sponsored content — whatever you want to call it — has been in the news a lot lately. The big question is whether brands, which need to sell after all, can create compelling content.

It looks like brands cannot only do that but also beat their editorial counterparts. Take Pulse, an RSS-aggregation app. Pulse CEO Askshay Kothari went as far as to say that users are 25 percent more likely to share a piece of branded content (aka ads) than a traditional news story through the app. Branded editorial is doing so well on Pulse because it’s much less PR-driven than its non-branded counterparts and, therefore, more engaging. As a former full-time journalist, I’ve witnessed some in the editorial news cycle using an opposite strategy. It’s mainly centered on writing up the day’s most interesting PR initiatives before their competitors do. Of course, this isn’t true for every publication or journalist, but most will admit (after a few drinks) that in the age of editorial sites hungry for pageviews, writing feature stories is a dying art.

What good branded editorial should do is rally people around an idea central to the brand’s messaging but not directly about the brand. There’s an opportunity to create better, more engaging content on higher-level topics. Qualcomm and T. Rowe Price’s brand journalism initiatives, which we’ve helped develop at JWT, have seen such astronomical engagement on Pulse because they are not putting out what many would consider advertorial....

[Who's best at brand journalism? ~ Jeff]

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