TELLING STORIES IN A WORLD OF INFINITE MEDIA OPTIONSDAVID BRAIN, CEO EDELMAN AP

Explosion of Media Channels

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