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October 26th 2017: Gay Flashman Digital Leadership Forum
BRAND JOURNALISM: USING CONTENT TO MANAGE & GROW REPUTATION IN A POST TRUTH WORLD
Your brand, our journalism
BRAND JOURNALISM: USING CONTENT TO MANAGE & GROW REPUTATION IN A - - PowerPoint PPT Presentation
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 Theres a new war for attention being played out on mobile
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There’s a new war for attention
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… being played out on mobile
https://wearesocial.com
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And we are all drowning in information
3,3 million posts 3,5 million+ texts 448,000 tweets
www.smartinsights.com/internet-marketing-statistics/happens-online-60-seconds/
500 hours of video
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Source; Reuters Institute/Oxford University - 2017
Audiences have more information sources
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Source; Reuters Institute/Oxford University - 2017
And they’re generally more cynical
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The public mistrusts most of the Establishment
https://www.edelman.com/trust2017/
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There’s is a new war for trust
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Being played out in every public channel
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https://www.similarweb.com/blog/facebook-traffic-publishers
But there is still a hunger for ‘real’, strong stories
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Sophisticated consumers Post-truth Limited attention span Multiple channels and influencers
So how should brands respond?
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DEFINE ENGAGE PROMOTE MONITOR RESPOND ENHANCE
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DEFINE ENGAGE PROMOTE
Define your audience and their needs Add value; deliver targeted insight Be interesting; tap into the zeitgeist Catch the attention; be relevant Humanise your storytelling Be visual; stand out
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DEFINE ENGAGE PROMOTE http://www.i-cio.com/
Define your audiences & their needs
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DEFINE ENGAGE PROMOTE
https://www.bcg.com/
Deliver targeted insight of value
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DEFINE ENGAGE PROMOTE
Be interesting; tap into the zeitgeist
https://www.ge.com/reports/
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DEFINE ENGAGE PROMOTE
Be visual; stand out
https://spectra.mhi.com/
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DEFINE ENGAGE PROMOTE
Humanise your storytelling
https://spectra.mhi.com/
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DEFINE ENGAGE PROMOTE
https://twitter.com/wef
Catch attention; be visual
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MONITOR RESPOND ENHANCE
Be agile, be responsive Refine & rework across channels Constantly review your output Amplify content across platforms Drive conversions with insight Create evangelists for your brand
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https://www.weforum.org/
Constantly review your output
MONITOR RESPOND ENHANCE
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https://twitter.com/intel
Refine and rework across channels
MONITOR RESPOND ENHANCE
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Amplify & re-use content across platforms
MONITOR RESPOND ENHANCE
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Be agile, be responsive
https://twitter.com/TeacherPrize?lang=en
MONITOR RESPOND ENHANCE
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MONITOR RESPOND ENHANCE
Create evangelists for your brand
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Drive sales with specialist insight
www.amdocs.com
MONITOR RESPOND ENHANCE
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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.