BRAND JOURNALISM: USING CONTENT TO MANAGE & GROW REPUTATION IN A - PowerPoint PPT Presentation

BRAND JOURNALISM: USING CONTENT TO MANAGE & GROW REPUTATION IN A POST TRUTH WORLD October 26 th 2017: Gay Flashman Digital Leadership Forum

Your brand, our journalism

There’s a new war for attention

… being played out on mobile https://wearesocial.com

And we are all drowning in information 3,5 million+ texts 448,000 tweets 500 hours of video 3,3 million posts www.smartinsights.com/internet-marketing-statistics/happens-online-60-seconds/

Audiences have more information sources Source; Reuters Institute/Oxford University - 2017

And they’re generally more cynical Source; Reuters Institute/Oxford University - 2017

The public mistrusts most of the Establishment https://www.edelman.com/trust2017/

There’s is a new war for trust

Being played out in every public channel

But there is still a hunger for ‘real’, strong stories https://www.similarweb.com/blog/facebook-traffic-publishers

So how should brands respond? Sophisticated Multiple channels consumers and influencers ` DEFINE MONITOR ENGAGE RESPOND PROMOTE ENHANCE Limited attention Post-truth span

Define your audience and their needs DEFINE ENGAGE Add value; deliver targeted insight PROMOTE Be interesting; tap into the zeitgeist Catch the attention; be relevant Humanise your storytelling Be visual; stand out

Define your audiences & their needs DEFINE ENGAGE PROMOTE http://www.i-cio.com/

Deliver targeted insight of value DEFINE ENGAGE PROMOTE https://www.bcg.com/

Be interesting; tap into the zeitgeist DEFINE ENGAGE PROMOTE https://www.ge.com/reports/

Be visual; stand out DEFINE ENGAGE PROMOTE https://spectra.mhi.com/

Humanise your storytelling DEFINE ENGAGE PROMOTE https://spectra.mhi.com/

Catch attention; be visual DEFINE ENGAGE PROMOTE https://twitter.com/wef

Constantly review your output Refine & rework across channels Amplify content across platforms Be agile, be responsive MONITOR Create evangelists for your brand RESPOND ENHANCE Drive conversions with insight

Constantly review your output MONITOR RESPOND ENHANCE https://www.weforum.org/

Refine and rework across channels MONITOR RESPOND ENHANCE https://twitter.com/intel

Amplify & re-use content across platforms MONITOR RESPOND ENHANCE

Be agile, be responsive MONITOR RESPOND ENHANCE https://twitter.com/TeacherPrize?lang=en

Create evangelists for your brand MONITOR RESPOND ENHANCE

Drive sales with specialist insight MONITOR RESPOND ENHANCE www.amdocs.com

www.formativecontent.com Th Thank k you Formative Content is an award-winning marketing and communications agency creating high quality journalistic-led content for the world's biggest brands.