Media Cloverleaf Presentation to the Asian Marketing Effectiveness Festival, Shanghai, April 2012
39
TELLING STORIES IN A WORLD OF INFINITE MEDIA OPTIONS DAVID BRAIN, CEO EDELMAN AP
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Transcript of Media Cloverleaf Presentation to the Asian Marketing Effectiveness Festival, Shanghai, April 2012
TELLING STORIES IN A WORLD OF INFINITE MEDIA OPTIONSDAVID BRAIN, CEO EDELMAN AP
We Live in A Multi Screen World
Every Company is a Media Company
Stories Are Social
Stories Last Forever
Production
13
hours of video uploaded to YouTube every minute
1h 1h 1h 1h 1h 1h 1h 1h
1h 1h 1h 1h 1h 1h 1h 1h
1h 1h 1h 1h 1h 1h 1h 1h
1h 1h 1h 1h 1h 1h 1h 1h
14
videos shared via Facebook monthly
SHARE
Distribution…..with benefits
16
of social media messages include links to content
Check out this article in The
Australian
17
Most content that is shared is professionally produced
18
Most content that is shared originates from professional sources
19
of tweets in Singapore link to content. Most RT:
of Weibo tweets link to content
of tweets in Korea link to content. Most RT:
1
5of tweets in India link to content. Most RT:
Introducing The Media Cloverleaf
Navigating A New Media Ecosystem
SOCIALOWNED
HYBRIDTRADITIONAL
Traditional Media
Mainstream, broad reach
Print and broadcast
Well-established media brands
Habitual use
Now multi-platform
Trained journalists
Can drive reverberation in social media
Hybrid Media“Born digital”
Blogs that act like media companies
Aggregators and crowdsourced upstarts
Digital versions of Traditional media
More search-savvy
Deeper engagement
High reverberation in social media
Owned MediaBrand/corporate websites, mobile apps
“Every company is a media company”
Media assets that are 100% owned by company/brand
Can have strong SEO
Need to attract an audience
100% control of content and experience
Advertising
Social MediaDigital embassies
Built-in audience
Engagement = cost of entry
Highest consumer and mobile engagement
A source - and an amplifier – for Traditional/Hybrid
Use search to:• understand what people are looking for
• develop insights that help shape a story
• write copy that incorporates relevant keywords
• ensure that your content gets discovered
Content is the fuel that powers our stories, and can amplify
coverage across all four leaves of the media cloverleaf.
30
Understand How Content Influences Search
60%
40%
20%
0%
Blogs
Maps
News
Books
Shopping
Images
Video
(SearchMetrics)
VIDEO
Five Star APAC Content
BlackBerry Bold 9900 takes on the Philippines with Carlos
Celdran19,633 views
BlackBerry fans unboxing their BlackBerry Bold 9900!
13,202 views
BBM Hero India – Souls of Speed11,888 views
BBM Hero Thailand – Thai Ukulele Group15,435 viewsSEA – BlackBerry Bold 9900
infographSEA – BlackBerry Badge App
for BlackBerry Bold 9900 campaign
PHOTOS
INFOGRAPHICS
SLIDESHOWS
New Rules of Engagement
Craft the story Use the media cloverleaf to synchronize how, when and where the story should be told Think coverage AND conversation: reverberation often trumps circulation
Make it findable: use search insights to shape the strategy
Make it sharable: create and curate content worth sharing
4.5 millionFans and followers tuned into BlackBerry communities
11Apps/tabs/competitions
71 millionFans seeing RIM social properties
28 Videos 15Multilingual Facebook pages
13APAC Countries
42Colleagues
Traditional Hybrid Owned Social
Research in Motion: Loving What They Do Online
6Infographics
