Create Better Brand Content…All Year Long
Transcript of Create Better Brand Content…All Year Long
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#CisionWebinar
Create Better Brand Content...All Year Long.
Start preparing now for 2017!
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Annemaria NicholsonSenior Manager, Content
Marketing@Annemaria_N
Kerry O’Shea GorgoneSenior Program Manager,
Enterprise Learning at MarketingProfs@KerryGorgone
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@Cision @KerryGorgone #CisionWebinar
Today’s Participation• During today’s webinar, attendees will be
in listen-only mode.
• If you are experiencing audio issues, please use the chat box to contact the webinar host.
• Submit text questions in the chat box: Q&A will be addressed at the end of today’s webinar.
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Create Better Brand Content...All Year Long!
@Cision @KerryGorgone #CisionWebinar
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Start with a Plan
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Start with a Plan
@Cision @KerryGorgone #CisionWebinar
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Start with a Plan
@Cision @KerryGorgone #CisionWebinar
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Execute Your Vision
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The Promotion Of One Piece of Content
Press Release
Blog Post
LinkedInYouTube Webinar/Events Advocacy
Sales Comms
Customer Lifecycle
In-Product
Website Feature Page
Execute Your Vision
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Avoiding legal pitfalls (and what you can do
with your content)
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The Problem: What You Don’t Know
CAN Hurt You
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Photo credit: Herman Pijpers, flickr.com
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Beelzebub, Esq.Specialties: Killing Fun,
Ruining Good Ideas
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The Problem: What You Don’t Know
CAN Hurt You (or at Least Cost You)
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Problem #1: Using Copyrighted Content
is Risky1 picture x 1
use = $4,000
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Problem #2: Streaming Video Without Planning
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Problem #3: Influencers Don’t Always Disclose
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Problem #1: Using Copyrighted Content
is Risky1 picture x 1 use =
$4,000
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Memes = Copyright Infringement
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“Creative Commons” content might be
stolen...
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Solution #1: Create Your Own
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Problem #2: Streaming Video Without Planning
So new and shiny!
Periscope and Facebook Live
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Streaming without planning makes you look like…
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Solution #2: Plan Your Live Stream
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Post crowd releases before streaming
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Get signed releases from interviewees
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POLL: Any problems?
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POLL: Any problems?
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POLL: Any problems?
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POLL: Any problems?
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POLL: Any problems?
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Solution #2: Plan Your Live Stream
SHOT 1 SHOT 2 SHOT 3
SHOT 4 SHOT 5 SHOT 6
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Problem #3: Influencers Don’t Always Disclose
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• Placement• Proximity• Prominence• Presentation
The 4Ps of Disclosing Brand/Blogger Relationships
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@Cision @KerryGorgone #CisionWebinar
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@Cision @KerryGorgone #CisionWebinar
#SPON#AD#CLIENT
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Solution #4: Require Influencers to Disclose
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Design Disclosures for a Moron in a Hurry
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POLL: Any disclosure issue?
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The $16,000+ Mistake
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@Cision @KerryGorgone #CisionWebinar
The Problem: What You Don’t Know
CAN Hurt You
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The Solution: Actively Look for Potential Problems Ahead of Time
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Beelzebub, Esq.Specialties: Killing Fun,
Ruining Good Ideas
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Analyze and Optimize
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Analyze and Optimize
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@Cision @KerryGorgone #CisionWebinar
Questions & Answers
Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.
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@Cision @KerryGorgone #CisionWebinar
Thank you for Attending!About Cision:Cision is a leading media communication technology and analytics company that enables marketers and communicators to effectively manage their earned media programs to drive business impact. As the creator of the Cision Communication Cloud™, Cision has combined cutting-edge data, analytics, technology and services into a unified communication ecosystem that helps brands build meaningful & enduring relationships with influencers and buyers.
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