Firefly content distribution event: Cat Macdonald
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During Firefly's content distribution event, Cat Macdonald from Absolute Radio stressed her view that reports of the press release’s demise have been greatly exaggerated, with clever content an ideal tool for reinvigorating this PR favourite. She also noted that brands who engage with social media must be prepared to “feed the monster”, lest they seem disengaged and out-of-touch.
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Firefly content distribution event: Cat Macdonald
- 1. Absolute Radio: A content business @catmacdonald
- 3. We are gathered here today...
- 4. 83% of our audience listens via a digital platform:
- 5. Communications objectives: AWARENESS TRIAL (AUDIENCES + REVENUE) PERCEPTION LOYALTY
- 6. Content and Communications Strategy: INFLUENCE SPEED PRODUCT CONTENT RELATIONSHIPS AUDIENCE/ REVENUE PERCEPTION
- 7. We think about: Communications Objectives Objectives of content Flexibility of content Methods of distribution CAUTION!
- 11. Absolute Radio – Euros 2012 Campaign:
- 12. What does success look like?
- 13. Thankyou
Notes de l'éditeur
- National network of 7 brands 3.6 million listenersStation for every decade 60s – 00sAbsolute Radio – artists, David Bowie, Noel Gallagher, The Beatles, Kasabian, Elbow and Jake BuggRecently acquired by the Bauer Media group Bauer Media reaches over nineteen million UK adults every week.We have more than eighty influential media brands, spanning a wide range of interests, including heat, GRAZIA, Closer, MCN, FHM, Parkers, MATCH, Magic 105.4, Kiss 100, Kerrang and 4Music. Our business is built on millions of personal relationships with engaged audiences.We connect people and communities with compelling and quality content, whenever, wherever and however they want.
- Rise of content Death of the press release?Complimentary to the traditional press releaseAs media goes multi-mediaSo do distribution methods, and comms and PR – hence the rise of content
- Product + brand valuesContent + Storytelling (PR)Perception/understanding + TRIALRelationships – audiences/advertisers and station partners Through speed – we gainInfluence
- When planning content – we considerMethods of distribution can require some serious long-term serious planningTraditional PR and online placementTHINK carefully about other channels – eg social media and blog – don’t just copy what other brands are doing
- They are like little monsters, you need to feed them regularly
- Traditional PR – but media outlets on both consumer and B2B titles are always seeking decent quality content to supplement – don’t just write a release, how can we bring it to life? Audio with static pictures or cartoons, filmed content, crowd-sourced from customers
- Go to where your audiences are:Social media platformsGoogle+ - influence it has on Google search
- Important to set and agree targets up frontYou Tube viewsPublishing of the content via traditional media – number of placement Could be engagement stats looking at Twitter or Facebook analytics Rise in followers Rise in awareness or change in perception following research Use free Twitter analytics dashboard to look at number of retweets and engagementWe monitor our performance weekly so we can look at what we have done and remember it!It helps us figure out what works (and what does not work)Don’t ever be scared to try