Engage with media in a modern world, learn about brand publishing, the hyperlocal trend and engaging with consumers in a new ways.

1. Successfully Engaging with Modern
Media

2. The media landscape has changed
Multiple
Media
Channels
Exhibitionism
User generated
content
Voyeurism
What others
Are doing
Real time
Technology
Era of
Engagement
Driven by

3. Old vs New world
• Everything goes
digital
• Mobile
• Wearble Tech
• Globalisation
• Death of Pay TV
• Print will die
• Rise of Citizen
Journalism
• News Breaks in
digital world
• Influencers who
aren’t media
• Multimedia
formats
• Media as
Gatekeepers
• Trusted
• Huge Influence
Old New Future

4. The model is still the same
Paid
Advertising
Earned
Publicity
Third party endorsement
Organic
Owned
Assets

5. What does this mean?

6. Anyone can break news

7. News Breaks On Twitter

8. News cycles have changed

9. News Cycle
• No news cycle like traditional media
• Break stories in seconds
• Verification of facts is key
• Traditional media have to feature news in
digital realm over waiting for next publication
or broadcast date

10. Bad News travels fast

11. Social Media Drives Conversation

12. There is nowhere to hide

13. Instant response is required

14. Need for Crises Communications
• Organisations/brands must be prepared for a crises
and have relevant accounts setup
• Once communicate during a crises you must continue
to be vocal
• People must be trained on the new realities of digital
(marketing, ops, customer services etc)
• Best practice – when to respond
• Who is it
• How credible are they
• How credible are their thoughts
• Look at velocity...is it travelling
• Don’t send link around do a screen dump (people clicking on
from your company push up rankings/hits)

15. Get to the point quickly
Headline, summary, body, facts
Multimedia Links - videos on YouTube,
images, RSS feeds and more
Relevant links & Tags - social bookmarking
sites, Twitter hashtags or Facebook fan
pages
Package info for the Digital world

16. Invest in the Digital Press Kit

17. The Digital Celebrity

18. Rise of the Digital Celebrity
“Digiratti”
• People choose to follow people. People they
trust and like, not the platform or media
channel

19. Leveraging bloggers & celebrities
• $13,000 per
tweet
• 8 Million+
followers

20. To Pay or Not to Pay?
Right
Brand Fit
Clear
Expectations
Transparency
Must be
Sincere
?
When it’s not obvious that it is
an ad, people should disclose
that they are being paid
If you pay a blogger for
a sponsored post,
product review, or
giveaway, the blogger
must sincerely like the
brand
Clear guidelines of
what is expected
Don’t Pay
Send a product, with no
strings attached

21. Pitching to Social Media influencers
• Treat them as individuals and not just another
marketing channel
• Build on going relationships for the long term
• Have ongoing conversations
• Add value to their audiences
• Be honest - bloggers will expose bullshit
• Ask them what they want or need from you
• Don’t expect them to love your product

22. Opportunities
Competitions
& Giveaways
Beautiful
Imagery
Reviews
Promote them
& Engage
Interesting
drops

25. IT’S A NEW WORLD

26. Brand Publishing
Content marketing at its best!
• Coca Cola Kills the
Press Release
• Created a
newsroom with
journalism skills
• Took a traditional
magazine and made
it digital – The
Journey

28. Leveraging Social Networks
• Coca Cola created its own blogger contributor
network focusing on new talent instead of 'big
names', called 'The Opener'.

29. User Generated content

30. Why Content Marketing?

31. Shift in Budgets

32. Why?

33. Brands Need a Killer Team

34. Media Evolution
• Paid-for smartphone apps for rich media content are rising
in popularity
• Publication-owned Twitter and Facebook pages
• Use of blogs and microblogs (Twitter, Facebook) to source
and verify news stories – but only when the sources behind
those feeds are known to the journalists
• Journalists’ personal use of social media is also growing
• Social media means more than blogs and Twitter – in
particular, the use of Google Plus by journalists is rising
• 40% of global media outlets have a mobile app
• Journalists are generating content in multiple formats

36. Traditional Media Still Strong
• Traditional holds steady - 50 per cent of media
maintain their offline print or broadcast outlet
had the largest audience
Source: Oriella PR Network Global Digital Journalism study 2013

37. First Port of call when researching
stories
Oriella PR Network Global Digital Journalism study 2013

38. What this means?
Credibility
& Trust is
Key
Range of
storytelling
assets
Crises
Planning
Media
Insights
Tradtional is
not dead yet
Be ready for a crises - one
post or tweet is all it takes to
damage your reputation
Get to know your
media by watching
what they tweet, post
and write about
Develop a range of
storytelling assets
beyond the press
release – video, images,
opinion led content,
infographics
Realtime
Real time tracking and
response

39. WATCH THE HYPER LOCAL TREND

40. Hyper-Local
• Hyper local is still very new
• Geo-targeting and hyper-local marketing is in
SA
– Marketing & Advertising: send messages that are
geographically targeted and demographically
filtered
– Content that is geo-targeted for search success
– Real-time targeting: OOH, at events, displays,
point of sale, mobile apps, live promotions

41. All content added
to the site is tagged
with geo-location
data, which can be
viewed on an
interactive map

48. “Think like a publisher, not a
marketer.” – David Meerman Scott
Contact Janine Lloyd
Janine.lloyd@prexpert.co.za