Publish or Die: Why all brands are now media companies
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Why brands must re-think their communications strategy and start thinking like editors. This presentation was delivered by Matthew Yeomans and Bernhard Warner of Custom Communication at the Social Media Influence 2011 conference in London. It shows how a social media editorial strategy can build strong community and get you noticed.
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Publish or Die: Why all brands are now media companies
- 1. Social Media Influence 2011 @socialinfluence
- 2. People are telling stories about your brand Why aren’t you telling your own story?
- 3. So what do people want from brands? Entertainment Response Knowledge Leadership Honesty Respect
- 4. How can companies serve that need? Be Useful!
- 5. There’s no magic formula to social media conversation The Right Conversation The Right Community The Right Content
- 6. What do these have in common?
- 7. Good content = social media currency
- 8. Start thinking like a publisher – What content works where, when? Insert Your Brand
- 9. Start with an editorial plan
- 10. ORP Case Study
- 11. ORP – an historic brand opens it doors Opera Romana Pellegrinaggi (ORP) has been organizing pilgrimages for the Vatican for over 75 years, recently through the brand JOSP, Journeys of the Spirit. Custom is working with ORP to create a social media editorial strategy and to help ORP tell its own stories in a way that are shareable, discoverable and demonstrate the expertise ORP has in organising spiritual holidays. By creating targeted, useful content ORP has succeeded in building a global social media community (called “Jospers”) and has established a prominent SEO footprint. The project is on-going.
- 12. At the outset, Jospers had a problem…. A BBQ brand got all the clicks
- 13. Jospers secret weapon? It had great stories to tell
- 14. So we started unlocking the narrative
- 15. We went underground… for in-depth blog reports
- 16. We climbed to the top of St. Peter’s before dawn.. to live-tweet
- 17. We joined 1.5 mln pilgrims in piazza to film/photograph a global event
- 18. … and to bring to life Jospers’ story and community
- 19. The ‘always-on’ editorial strategy built strong social engagement
- 20. We connected with a global audience The global map of Jospers social media following in August, 2010. Today, Jospers’ social media community spans 42 countries.
- 21. We took the story beyond the Vatican press corps The new influencers: days before opening of Vatican Library exhibition in November we let travel, religious bloggers in on the event so they could inform their readers. Great earned media result : reports in blogs that have over 2.5 mln readers!
- 22. And we beat The New Yorker and “60 Minutes” at SEO
- 23. That was part of ORP’s story. What’s your story……? www.customcommunication.co.uk [email_address]
Editor's Notes
- BW – talk here very briefly about planning a calendar and tapping into the organisation? Who can tell the story, how editorial can help
- Throughout the four-month Vatican Library exhibition, we posted a series of stories to inform readers about the event and how they could book. The results: first page of Google, the number 3 search result for the search term “Vatican Library exhibit,” beating The New Yorker and 60 Minutes, which also covered it. An example of how a social media editorial strategy results in organic SEO (search engine optimisation) visibility.