This is the presentation Luca Penati gave at the Content Marketing Strategies Conference in Berkeley, on February 16 2010. The focus is the role of public relations (PR) in content development and activation. Some of the video he shared are not included, but you can get the gist of his presentation. This the key take-away: We need to be social storytellers because every company is a media company that means that in the next few years we will see marketing departments transforming in publishing operations and while content is king, we shouldn’t forget about the Queen (Activation) and the Court (Community.)

1. The Role of PR in Content
Development and Activation
Luca Penati • Content Marketing Strategies • February 16, 2010
Twitter: @lucapenati

2. Creating a
Storyteller Culture
for the Digital Age

3. 3

4. is content?
4

5. Almost Everything.
5

6. From a Tweet…
6

7. …to a book
7

8. Content is the Common Thread
Digital Influence Search
YouTube
Podcasts
Facebook
Video
Thought Leadership
Word of Mouth
Websites
Presentations
Blogs
Reports Whitepapers
Twitter Lead Gen Offers
Social Media
PR
8

9. Visual Copy Hybrid
Videos Press Releases Multimedia Press
Releases
White Papers
Animations
Op-Ed Articles Slide Shows
Infographics
Case Studies
Case Studies
Video Blogs Blogs and Twitter
9

10. • Paid media is advertising inserted next to another’s
content; online, that’s mainly banners and video ads.
• Owned media is brand-created content, such as
brand websites, e-mail marketing to opt-in recipients,
brand-created fan pages and branded content (mainly
videos or sponsored sites).
• Earned media is getting someone else to provide
content about a brand. This includes traditional
public relations and word-of-mouth, as well as
much of social media marketing.
10

11. “Paid, earned, owned” is a good model but it’s blurring
11

12. Good Bad
12

13. Inform
Engage
Good Relevant
Shareable
Drive Advocacy
13

14. Sales oriented
Brand-centric
Irrelevant Bad
Tensionless
14

15. content matters
15

16. Every company is a media
company.
All around the world traditional print media are shrinking and migrating online.
Web 2.0 technologies are allowing anyone who has an idea or an opinion to
become a journalist or easily share others’ opinions with friends and peers. In
this context every company (whether B2B, B2C or B2G) has the opportunity to
become a publisher, reaching its stakeholders directly.
16

17. The rise of social media demands
content that is not only shareable
via a million potential influencers We need to be
but a new approach to content that
drives advocacy as well as
social storytellers.
understanding.
17

18. Creating a
Search engines are the new aggregators. Social
networks are the new news feeds. Brands need to
steady stream
grow and maintain the right presence in both. Content
strategy is no longer about just crafting the right
of relevant message and earning a placement, it is about
creating a steady stream of relevant and even
content compelling content that connects with people via their
searches and their friends and influencers.
18

19. The global online video community includes more than
1 billion users.
19

20. Approximately 70% of global online consumers watch
video online
Source” “How People Watch—A Global Nielsen Consumer Report.”, August 2010 20

21. Websites are ‘brand central’ among
owned media methods
21

26. “The giant chip maker already creates and posts all the conventional
press releases, blogs, tweets, presentations and marketing materials.
Yet some people at Intel started hankering for something more, largely
in response to a perception that a diminishing number of news outlets
have the personnel, time or space to take on many technology topics
in depth.”

27. owns content?

28. Everyone owns it.
[
The challenge is, how it can
be organized and maximized. ]
28

29. Content Governance
Questions to ask:
– What roles are required?
– Who needs to be involved in the
review process?
– What tools are needed?
– How is content created, managed
& delivered?
29

30. The rise of corporate
communications
In the next 5 years marketing departments will be turning into
publishing operations
Blair Christie Jon Iwata
30

31. The Chief Content
Officer
31

32. should we create
and activate content?

33. Developing a Content Strategy
Planning Activating Amplifying
• Understand business goals • Define messaging & tone • Content publishing
• Conduct an audience • Define content types and • Video seeding
analysis purpose
• Paid media to promote
• Perform a content audit • Determine places it will be content
delivered
• Consumer Intent Model • Social IRM
• Define content targeting rules
• Current governance plan • PR
• What devices will it be
delivered to
• Define tags that need to be
applied
• Define Key Metrics
Optimization
33

34. Animation
Explainer
Case Study: uShip

36. VISUAL CONTENT
Develop basic visual content—video,
animation, slide deck or infographic—and
allow other departments to tailor it by:
– adding their own voiceover
– toning down sales-y language,
adding more neutral language
(for editorial pickup)
36

37. DIGITAL ASSETS
Just as PR provides b-roll to TV stations, so it
should provide digital assets (video clips, data sets
or ready-made infogs) to reporters and bloggers.
– Video assets can’t be longer than 90 seconds or busy
journalists will not sit through the process of
evaluating them.
– To maximize the production costs, PR should shape
the digital assets as “explainer/how-to”
or “fun facts to know and tell.” When you do
that, PR results increase.
37

38. Crowdsourcing
Content
Case Sudy: Intel Ultra Thin Content

41. Content is STILL King.
But don’t forget
the Queen (Activation) and the
Court (Community)…

42. Reintroduce America’s favorite SUV via the
first-ever Facebook vehicle reveal

43. Consumers increasingly turn to their peers for
recommendations on new vehicles – especially via
digital and social media. They are no longer reliant
solely on auto trade press or brand advertising.
We needed to reach consumers directly and engage
them to evaluate the new, reinvented Ford Explorer.
We wanted them to tell the story…
43

44. Explorer Pre-Reveal
• Activate social grassroots network of
fans – old and new - to build
anticipation weeks before reveal
• Everyday Engagement
- Teaser photos
- Ford experts
- Feature liking
• Remarkable Moments
- Unlock sweeps
- Mike Rowe involvement
44

45. Explorer July 26
• Generate widespread engagement and
sharing online, making Facebook an all
day destination for fans
• Reveal Day Timeline
- Night before with Alan and Mike
- Facebook reveal video
- Exclusive photo/video first
- Executive and expert chats on wall
- Sweeps unlock
- Liking
45

46. Explorer Post-Reveal
• Sustain dialogue and shift focus to
ongoing marketing activities on
FordVehicles.com
• Ongoing Conversation Management
• Hot Spot vehicle with archived timeline
• Sweeps and All Area Access Tour
• Price & Build share on FB
46

47. > Social Grassroots In a 360 Framework
Facebook Ads
Facebook Reveal
Paid Take Overs
PR Blitz
10 Grassroots Events

48. Chicago
> Measurable Results
• Total impressions – 99MM
Oshkosh
• #1 Trending Topic on Twitter; #2 in
Google Trends for the day
• 500,000-plus 2011 Explorer site visits
versus daily average of 7,000 for 2010
Explorer
• Hit 50,000 Facebook "likes" of the Ford
Explorer by end of day July 26 - added
over 10,000 likes in a single day
Dearborn
48
Los Angeles

49. Ford’s 2011
Explorer launch
on Facebook
generated a
200% greater
return than a
Super Bowl ad
49

50. Crowdsourcing
Content and
Community
Engagement
Case Study: Trop50

51. Tropicana’s The Juice: An online community that fed a crowdsourced TV show each week
hosted by BlogHer co-founder Jory DesJardins, an expert guest and featuring the best
ideas from bloggers. Community members became invested in the program featuring
their own great ideas and they passed the word along to their peers

52. The Trop50 The Juice campaign has reached all of its goals - generating over
21 million earned media and 3 million social media impressions, and acquiring
over 1 million video views all within in its first three months.

53. Using Viral Video
to drive
Traditional PR
Case Study: LG TextED

57. Traditional PR Results
57

58. We need Every
to be company
social is a media
storytellers company
The Content is
Chief King… but
Content the Queen
Officer and the
Court…
58

59. Luca Penati • Global Managing Director, Technology Practice
Twitter: @lucapenati • Email: luca.penati@ogilvypr.com