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David Henderson: Awareness, Brand Journalism workshop 14-15th April 2011

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Pavlína Louženská
Pavlína Louženská

Brand Journalism workshop 14-15th April 2011 was an international event organized by Media education CEE

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Awareness
Competitive Landscape Cluttered Competitive Noisy
The World is Flat
The World is Flat In today’s global marketplace ... We need to master the evolving communications techniques of the global digital environment ... in order to bring value to our work.
Communications has Changed • Top-down communication is failing. • Talking “at” has been replaced by conversations “with.” • Organizations must release control, stop selling & promoting ... begin listening and participating in conversations. • We have enhanced ability today to manage brand image with more credibility.
Communications has Changed Traditional tactics of public relations, advertising and marketing ... which promote, sell & push messages ... are less effective in the digital era.
Facts About Online If you talk “about” your organization ... no one cares ... and no one will listen. Today’s audiences only care about themselves and value to themselves.
Facts About Online • Only 14% of people online trust advertisements. • 25% of search results for top 20 brands are user generated material. • 78% of consumers online trust peer opinions over ads. • There are approximately 200 million blogs. Source: Erik Qualman, author, Socialnomics
Facts About Online • Content is essential as consumers look for information that is most convenient. • 346,000,000 people globally read blogs. • 77% of active Internet users read blogs. • 900,000 blog posts every 24 hours. • People online actively seek new information. Source: eMarketer.com
The Second Internet
Sharing
Successful Second Internet companies are powered by similar features, including: •Platforms open their API to developers, giving code developers essential building blocks to enhance a site or application. •Continuous and rapid pace of innovation (such as Facebook and Huffington Post). •The company/brand must listen to the dialogue and participate with customers. •Customer contribution is a large percent of the value/experience. •Every customer has a personalized experience. •Social graph connections drive discovery rather than search.
Who is Today’s Media? • Mainstream papers, magazines, TV, radio, cable • Blogs, social media, forums • Online news services • Online news aggregators • Maybe someone you never heard of ... • Lines have become blurred between pure journalism, entertainment and opinion
Who is a Journalist? • Trained, experience reporter • Blogger, with or without experience • Celebrity, notable, attorney • Someone with absolutely no skills or experience in journalism
What is Brand Journalism? Using the credibility and influence of news to tell a corporate story to achieve competitive differentiation.
What is Brand Journalism? A completely different style, technical and approach than PR. Brand journalism is news, not PR. PR is promotion & “pushing.”
Value of Brand Journalism “In the Internet age, executives have to learn how to shape information about themselves and their companies ... or the Internet will do it for them, and it won’t be pretty!” Mark Cuban, billionaire entrepreneur, Chairman of HD Net
Brand Journalism • Accomplished communicators with journalism experience. • Knowledge to create and strength original online content, deepen engagement through online communities and develop new brand awareness models. • Clear purpose-driven objectives and results. • Commitment to openness, transparency, accuracy and balance.
Why Use the Blog Platform? • Easily adapted for news sites and other purposes. • Easily updated with no technical skills required. • Dynamic, interactive and highly search engine friendly. • Provides greatest online awareness. • Represents the latest online software developments.
Tactics Then ...
Tactics Now!
Essentials of Brand Journalism 1. Evaluate and cast off old or bad habits
Old, Bad Habits “About”
Bad Habits • “About” boilerplace. No one cares! • Blast, unsolicited emails. • Press releases that are not stories. • Pushing out self-serving messages. • Being inaccessible. • Not listening.
Essentials of Brand Journalism 2. It is journalism ... not PR or marketing
PR Message Gulf You The Media
PR Message Gulf Your Press Release Actual News Story
Essentials of Brand Journalism 3. Sharpen focus to achieve more impact
Focus on Influencers
Essentials of Brand Journalism 4. Seek clarity of journalism, not jargon.
Essentials of Brand Journalism 5. Constant updates and news style.
Features Ranking, info Newsfeed Categories Photos
Comments Visitors a Social media Social media Related Feed Social media Links Comment
Twitter Related Links Twitter Facebook
Essentials of Brand Journalism 6. News style writing, stories, photos, video
Outstanding Visuals
Essentials of Brand Journalism 7. Drive traffic to your news relentlessly
Essentials of Brand Journalism 1. Cast off old or bad habits. 2. It is journalism ... not PR or marketing. 3. Sharpen focus to achieve more impact. 4. Seek clarity of journalism, not bureaucracy. 5. Constant updates and news style. 6. News style writing, stories, photos, video. 7. Drive traffic to your news relentlessly.
Brand Journalism ... the most important competitive asset for influential communications
Strategic Directions • Advocate change - Learn new styles, trends & protocols. • Avoid compulsively marketing and promoting ... start to listen and engage. • Use plain language. • Embrace storytelling. • Become the credible voice and face. • Reach out to fewer to achieve more.
Awareness

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David Henderson: Awareness, Brand Journalism workshop 14-15th April 2011

  • 4. The World is Flat In today’s global marketplace ... We need to master the evolving communications techniques of the global digital environment ... in order to bring value to our work.
  • 5. Communications has Changed • Top-down communication is failing. • Talking “at” has been replaced by conversations “with.” • Organizations must release control, stop selling & promoting ... begin listening and participating in conversations. • We have enhanced ability today to manage brand image with more credibility.
  • 6. Communications has Changed Traditional tactics of public relations, advertising and marketing ... which promote, sell & push messages ... are less effective in the digital era.
  • 7. Facts About Online If you talk “about” your organization ... no one cares ... and no one will listen. Today’s audiences only care about themselves and value to themselves.
  • 8. Facts About Online • Only 14% of people online trust advertisements. • 25% of search results for top 20 brands are user generated material. • 78% of consumers online trust peer opinions over ads. • There are approximately 200 million blogs. Source: Erik Qualman, author, Socialnomics
  • 9. Facts About Online • Content is essential as consumers look for information that is most convenient. • 346,000,000 people globally read blogs. • 77% of active Internet users read blogs. • 900,000 blog posts every 24 hours. • People online actively seek new information. Source: eMarketer.com
  • 11.
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  • 17. Successful Second Internet companies are powered by similar features, including: •Platforms open their API to developers, giving code developers essential building blocks to enhance a site or application. •Continuous and rapid pace of innovation (such as Facebook and Huffington Post). •The company/brand must listen to the dialogue and participate with customers. •Customer contribution is a large percent of the value/experience. •Every customer has a personalized experience. •Social graph connections drive discovery rather than search.
  • 18. Who is Today’s Media? • Mainstream papers, magazines, TV, radio, cable • Blogs, social media, forums • Online news services • Online news aggregators • Maybe someone you never heard of ... • Lines have become blurred between pure journalism, entertainment and opinion
  • 19. Who is a Journalist? • Trained, experience reporter • Blogger, with or without experience • Celebrity, notable, attorney • Someone with absolutely no skills or experience in journalism
  • 20. What is Brand Journalism? Using the credibility and influence of news to tell a corporate story to achieve competitive differentiation.
  • 21. What is Brand Journalism? A completely different style, technical and approach than PR. Brand journalism is news, not PR. PR is promotion & “pushing.”
  • 22. Value of Brand Journalism “In the Internet age, executives have to learn how to shape information about themselves and their companies ... or the Internet will do it for them, and it won’t be pretty!” Mark Cuban, billionaire entrepreneur, Chairman of HD Net
  • 23. Brand Journalism • Accomplished communicators with journalism experience. • Knowledge to create and strength original online content, deepen engagement through online communities and develop new brand awareness models. • Clear purpose-driven objectives and results. • Commitment to openness, transparency, accuracy and balance.
  • 24. Why Use the Blog Platform? • Easily adapted for news sites and other purposes. • Easily updated with no technical skills required. • Dynamic, interactive and highly search engine friendly. • Provides greatest online awareness. • Represents the latest online software developments.
  • 27.
  • 28. Essentials of Brand Journalism 1. Evaluate and cast off old or bad habits
  • 29. Old, Bad Habits “About”
  • 30. Bad Habits • “About” boilerplace. No one cares! • Blast, unsolicited emails. • Press releases that are not stories. • Pushing out self-serving messages. • Being inaccessible. • Not listening.
  • 31. Essentials of Brand Journalism 2. It is journalism ... not PR or marketing
  • 32. PR Message Gulf You The Media
  • 33. PR Message Gulf Your Press Release Actual News Story
  • 34. Essentials of Brand Journalism 3. Sharpen focus to achieve more impact
  • 36. Essentials of Brand Journalism 4. Seek clarity of journalism, not jargon.
  • 37.
  • 38. Essentials of Brand Journalism 5. Constant updates and news style.
  • 39. Features Ranking, info Newsfeed Categories Photos
  • 40. Comments Visitors a Social media Social media Related Feed Social media Links Comment
  • 41. Twitter Related Links Twitter Facebook
  • 42. Essentials of Brand Journalism 6. News style writing, stories, photos, video
  • 44. Essentials of Brand Journalism 7. Drive traffic to your news relentlessly
  • 45.
  • 46. Essentials of Brand Journalism 1. Cast off old or bad habits. 2. It is journalism ... not PR or marketing. 3. Sharpen focus to achieve more impact. 4. Seek clarity of journalism, not bureaucracy. 5. Constant updates and news style. 6. News style writing, stories, photos, video. 7. Drive traffic to your news relentlessly.
  • 47. Brand Journalism ... the most important competitive asset for influential communications
  • 48. Strategic Directions • Advocate change - Learn new styles, trends & protocols. • Avoid compulsively marketing and promoting ... start to listen and engage. • Use plain language. • Embrace storytelling. • Become the credible voice and face. • Reach out to fewer to achieve more.