PRSA Boston 2013 Social Media Summit - Content
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@JMAZ3 John Mataraza
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Transcript of PRSA Boston 2013 Social Media Summit - Content
@JMAZ3 John Mataraza
Buy our stuff, now.
PENS FOR HIRE
Bloggers & Influencers
Employees
CONTENT
ENGINE
In House Creative
Audience & UGC
But How?
Copyright © 2013 Raytheon Company. All rights reserved. Customer Success Is Our Mission is a registered trademark of Raytheon Company.
The Best Defense is a Social Offense
#PRSABOS
Corinne Kovalsky@kovalskyc
Director of Digital & Social Media@Raytheon
5.14.13
04/07/2023 14
New Content Marketing Mindset
Brian Solis
“You are now marketing to an audience with an audience of audiences.”
@Kovalskyc#PRSABOS
Convergence of Paid, Earned & Owned Media @Kovalskyc#PRSABOS
04/07/2023 16
Owned Media “News Organization” Drives Content Creation, Distribution & Promotion
Core corporate team “assignment desk” run by Managing Editor, Digital Content
Business-level “bureau chiefs” Weekly editorial meetings & story
pitches Pitches need to resonate with
sector news & customer “care abouts”
Editorial calendar tracks assignments through publication
It’s more than words…what visuals will you package with your story?
Publish & promote across multiple channels
@Kovalskyc#PRSABOS
04/07/2023 17
Building Online Communities Offline
“I walked away with an enhanced understanding of the areas that Raytheon works in, and have a great view of the company and can accurately portray that to the people that I discuss it with.”
ADVOCATES,EVANGELISTS,CREATORSCOLLABORATORS
FANS,FOLLOWERS,CONSUMERS
@Kovalskyc#PRSABOS
04/07/2023 18
Owned Media Can Drive Earned Media @Kovalskyc#PRSABOS
04/07/2023 19
Owned Media Can Drive Earned Media @Kovalskyc#PRSABOS
04/07/2023 20
#CEOTHATGETSIT @Kovalskyc@PamWickham1
Social Media @EMCCorp May 14th, 2013
IF YOU TWEET
IN A FOREST …
How We Think… I ThinkI t ’s Not Al l About Content
EngagedAudience
RelevantContent
Lil’ Nudge
A centralized publication environment providing direct access to seed content to our ecosystem of social accounts.
THE ENGINEUbiquitous Publication
THE FUEL
When It All Comes Together
78x Average Engagement
THE PUDDING
