Brandstreaming The art of extending your brand digitally 24 th November 2008 Jonny Rosemont Consultant, Screengrab, Weber Shandwick
Brandstreaming: an introduction
May 18, 2015
Presentation about appling digital lifestreaming tactics to Brands. Presented internally to Weber Shandwick colleagues.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
BrandstreamingThe art of extending your brand digitally
24th November 2008Jonny Rosemont
Consultant, Screengrab, Weber Shandwick
Agenda
What is lifestreaming?
What is brandstreaming?
The benefits?
How do we go about doing it?
Questions
What is lifestreaming?
Lifestreaming is a new way of documenting the activities surrounding your life using a chronologically-ordered collection of information
Lifestreaming is the aggregation and merging of multiple RSS feeds into a single point of entry – online is more complex than just blogging
The output is a concentrated unique stream of information comprised of a person's ideas, beliefs, passions, thoughts, and interests - that defines who they are
Your individual “digital footprint”
Lifestreaming is driving services such as FriendFeed that support the constant flow of content coming from the Social Web
Video to watch
http://uk.youtube.com/watch?v=mg_QZosJMGA
My lifestream
Blog: http://jonnyrosemont.wordpress.com
Twitter: http://www.twitter.com/rosemontjd
YouTube: http://www.youtube.com/profile?user=rosemontjd
Flickr: http://www.flickr.com/photos/jonathanrosemont/
Facebook: http://www.facebook.com/profile.php?id=526155633
LinkedIn: http://www.linkedin.com/in/rosemontjd
Last.fm: http://www.last.fm/user/rosemontjd/
Delicious: http://delicious.com/rosemontjd
Digg: http://www.digg.com/users/rosemontjd
Qype: http://www.qype.co.uk/people/rosemontjd
Friendfeed: http://friendfeed.com/rosemontjd
Why is this important?
According to Universal McCann, content consumption off websites jumped 153% in the last 9 months (WAVE 3 research)
53% of online users are now consuming content outside of a publisher's site, through blogs, widgets, RSS readers, social networks and mobile devices; traditional web build is no longer the only effective way to reach audiences online
So how do we PR our clients when they are no longer driving your own communications? We need to have to look for new and innovative vehicles to reach audiences with relevant content that is meaningful to the consumer, where they are consuming media. This is where Brandstreaming comes into play
Digital Strategy. Distilled
Community ContentAdvocacy
Brandstreaming is all about building advocacy
What is brandstreaming?
A brandstream is a consistent flow of content created by a brand
Brandstreaming is creating new ways to engage social connections and information sharing between companies and their consumers
A brandstream could include (but is not limited to) blogs, podcasts, videos, press releases, product reviews, pictures of the company picnic, whitepapers and customer feedback vehicles
Consumers can receive a company's brandstream via an RSS News Feed. However, brandstreaming is not simply pushing information out to consumers however
What is brandstreaming? (cont.)
A brandstream shares and communicates a company's ideas, beliefs, passions, thoughts, and values - it defines the company - while it communicates the brand and engages
RSS feeds are one of the critical building blocks of brandstreaming. Evolution of the "Social Media Press Release" (SMPR) concept, which is defined as more than just a company announcement - it also "provides links and assets to social media: blogs, images, videos, tags, etc
Now let us look at brandstreaming in action...
Obama
Conservative Party (UK)
Innocent Drinks
General Motors
Ford
Harley Davidson
Daimler
Electrolux
Monster
Capgemini / BlackBerry / Cisco
Dell
Wispa
AT&T
Orange
Kodak
J&J
Southwest Airlines
The benefits?
It is cheap and easy to do
Increased brand awareness
Direct brand engagement
Customer opt in – no “pitching” required
Customer feedback – ongoing “focus group”
You can easily calculate ROI
The benefits? (cont.)
Brands seen as “human” thanks to opening up of dialogue
Issue ownership – effectively extending offline comms strategies
Fostering collaboration and knowledge sharing
Improved “Google Juice” i.e. SEO
Early response to crisis communications situations
So, how do we do it?
The complex land
The complex land. Distilled
The complex land. Distilled even moreContent type Popular destinations
Video YouTube, Daily Motion, Metacafe, MSN Video, Google Video, MySpace Video, iTunes
Audio iTunes, Last.fm
Documents Google Documents, SlideShare
Pictures/photos Flickr, Photobucket
Social Networks Facebook, MySpace, Bebo, LinkedIn
Events Google Calendar, Meetup, Upcoming
Blogging Wordpress
Microblogging Twitter
Livecasting Qik
Wiki Wikipedia (although we can’t edit)
Social bookmarking Digg, Delicious, Reddit, StumbleUpon, Mixx
Lifestreaming Friendfeed
Market analysis still applies
The twelve tasks of brandstreaming
1. Identify your audience
2. Identify your suitable existing content, and create some new where possible
3. Create account “profiles”, “pages” or “channels” on the appropriate destinations
4. Upload content to the accounts
5. Make sure content has appropriate descriptions and “tags”
6. Create a FriendFeed lifestream for the brand
The twelve tasks (cont.)
7. Prominently promote the brandstreaming elements via existing web properties (.com or press centre). RSS!
8. Prominently promote the brandstreaming elements via any marketing communications
9. Keep brandstreaming elements up-to-date, entice people with fresh content
10. Engage with your newly-found audience, but don’t “sell”
11. Moderate and respond to issues where necessary
12. Calculate ROI – traffic data, who’s viewing the content, SEO
It might seem daunting, but...
...it is early days
...it is simple, once you know how
...it is likely you have some suitable content already
...your audience is online and already on these sites (also are you and your clients)
...it can be manageable and scalable
We are here to help
Please ask Screengrab for help
The rules of engagement, as already discussed many a time, still very much apply. Some brands will get it wrong but it is our job to make sure our clients aren’t the ones that do
Remember this...
It is not just about simple publishing
It is about creating a two-way dialogue between a brand and its audience, using suitable content as the bait in environments that are already populated
A final note. Mobile
2009...the year of mobile?
8x growth of traditional internet
iPhone and Google Android
Data package prices make mobile video a reality
Why not investigate a .mobi site which provides a brandstreaming experience for visitors?
Is this something consumers and press alike might value?
Related Documents
