Unlocking the key tocut-through content

Unlocking the key tocut-through contentFind your audience,engage with them!Find your audience,engage with them!

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

@twofourseven

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

Bill Gates, 1996

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. … Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products—a marketplace of content.”

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

• Oreo’s ‘Whisper Fight’ 2013 Super Bowl TV advert cost $3.5 million.

• Ad length: 30 seconds• Cost per second:

$116,600!• Advertising Agency: Wieden

+ Kennedy, USA

The Cookie or The Cream

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

• Oreo Super Bowl advert cost $3.5 million dollars!

• TV ad was in battle Battle was up against Samsung, Budweiser, Mercedes, Audi

• Talking point was 34 minutes Superdome Blackout

• Within minutes Oreo used the Blackout to their advantage

• AdAge report that graphic was designed, captioned and approved in minutes!

• Oreo’s Dunk In The Dark tweet went viral

• Oreo’s had agency 360i set-up a Super Bowl war room with 15 people.

Communications 1.0Company / Brand Filter Stakeholders

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

• Customers,• Suppliers,• Employees,• Investors,• Regulators, as well

as• Journalists,• Bloggers and• Social influencers

How we used talked to stakeholders rather than engaged!

Push communications – limited engagement

Communications 2.0Company / Brand Filter Stakeholders

Broadcast Communications – We Say

Conversational Communications – Stakeholders Comment

• Customers,• Suppliers,• Employees,• Investors,• Regulators, as well

as• Journalists,• Bloggers and• Social influencers

Audience is connected and communicating.Brands need to listen, engage and adapt their

messaging.

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

Tom Foremski

Communications 2.0

New Skillset for PR and Communications

• Comms team today need measurement and analytics expertise

• Data and Analytics empower brands to understand their audience and deliver targeted messaging

• Data is our friend – access it, analyse it, learn from it

• Geek is the new ‘Gold’

Be Nimble And Responsive

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

Integrated Marketing Communication (IMC):

is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.Break down silos and use social at the heart of your communications. Reach your audiences where they are.

Plan Your Content

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

NOT EVERYTHING IS AS IT SEEMS!

Define Your Audiences

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

Customise Your Message

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

• By touch-point – desktop/laptop; tablet; mobile

• By audience demographics – age, gender, location, likes, etc

• By culture• By social network –

FB, Twitter, Google+, Instagram

• Time of day

Killer Content

Use Instagram to visually report your stories – Singapore Changi Airport do so

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

Killer ContentLet your

audience picture your

brand

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

Killer Content - Content

Pinterest – for some just for fashion

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

Killer Content – B2BPinterest – for General Electric it’s about Badass Machines!

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

Today’s Landscape And You!

• Integrate and succeed

• Become a newsroom

• Engage and get audience buy-in

• Content on their terms

• Remember, their right to reply!

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PlanInternal newsgathering – white papers, R&D, research, financial,

thought leadersExternal newsgathering –

#newsjack competitors, regulators, media

Activate Content – Social and Digital Newsroom

Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven

Julio RomoPR and Social Media Consultant & Digital Strategist

twofourseven.co.uk @twofourseven in/twofourseven