Media Use and Marketing Strategies – Finding the Right Mix

Media consumption continues to evolve, impacting decisions marketing leaders need to make about targeting, channels, ad spend and more. Yet, it’s never been more important to find the right mix especially as mobile use and multitasking (e.g., second screen use) continue to take off, even while certain traditional media like TV continues to hold the dominant share of Americans weekly media time. So where do you start? I recently sat down with my colleague Tyler Pyburn to look at some of the recent Nielsen data on consumer media usage and compare notes on where we see opportunities for marketers. For sure, web and mobile and social networks continue to ‘eat the world’ as Barry Libert has put it, yet interestingly, the time spent viewing broadcast TV in the US still swamps time surfing the web!

But whether online or offline, consumers are increasingly connected (in 2012 there will be 1.43 billion social network users worldwide, says eMarketer) and using many different devices to receive information. Which make it critical and often overwhelming to find the right blend to satisfy the new connected consumer. Fortunately there’s also lots of upside for marketers who ‘get it.’ Like the opportunity to determine once and for all which half of our advertising spend works (or doesn’t). Or how to tap the full potential of big data by knowing exactly what our customers want, the correct channel and ‘language’ to speak, and just the right message. In fact, messaging is more critical than ever, with more distractions and the need to not only pick the right content and the right channel, but also to tell stories across all channels, equally well.

Take a look at this video for more thoughts and the first part of our discussion about media use, strategies and what it means to marketers.

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Watch the rest of my series on media use and marketing strategies.  Also I’d love to hear from you with questions or comments – just Tweet or email me at abonde@thepulsenetwork.com.

 

The Walking Dead at The Pulse on NAB Show Studio

One of the highlights of Day 2 of the 2012 NAB Show was the session featuring one of the hottest shows on TV, The Walking Dead, and how the minds behind it have worked to create a thinking person’s zombie drama.

The Walking Dead has a rabid fan base, and has capitalized on it with an innovative second screen experience called Story Sync, which allows fans of the show to engage and interact with the content while watching the show each week.  Beyond creating a high level of interactivity, the show’s architects have managed to maintain the thrill-a-minute experience that fans of the genre expect while incorporating complex character arcs and developing well-thought out plot elements on a weekly basis.

Dave Alpert, Gale Anne Hurd, Robert Kirkman and Glen Mazzara of AMC’s The Walking Dead joined Tyler Pyburn at The Pulse on NAB Show Studio to discuss how they turned a cult-classic graphic novel into a TV show, how they’ve worked to satisfy their fan’s desire for engaging content along with the show, and how they’ve approached the difficult task of character development in the midst of a zombie apocalypse.

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You can watch the full interview with the team from The Walking Dead here, and you can find the rest of our coverage of the 2012 NAB show here.

Analytics- Content Automation Life Cycle

The phrase, “there’s no room for trial and error” applies to analytics today. In today’s digital age, if you can’t measure it – don’t do it.  If you can pay attention to what you’re measuring, you can focus more on what’s working for you.  When looking at analytics, it’s not just about the social media numbers, but where they came from and who is viewing your information, which helps you determine where the value is. Some popular analytics tools include Google Analytics and Simply Measured.

Below I explain more about the value of Analytics:

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Be sure to watch my complete series on the content automation life cycle and feel free to tweet or e-mail me ssaber@thepulsenetwork.com.

Distribution – Content Automation Life Cycle

Distribution is a term that can be perplexing to many. Think of distribution in terms of social media – social media is all about sharing quality content to your audience who in turn shares with their audience. The problematic issue with social media is every channel is unique and so is the audience, what works on Twitter usually does not translate on Youtube.

At the Pulse Network, we differentiate ourselves by thinking of distribution as a content centric solution.  It’s not just about what you do with the content and where you send it, but our platform figures out how each ”lives” differently on multiple distribution social channels.

Below, I explain more about distribution and how pushing content varies with each social media channel:

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Be sure to watch my complete series on the content automation life cycle and feel free to tweet or e-mail me ssaber@thepulsenetwork.com.

Creating Content For Events — How Brands Can Use Events

Companies don’t need to spend millions of dollars on event production to generate interest and engagement.  While maintaining a presence at face-to-face events is important, having a plan around your digital content creation at an event can help brands use events to maximize engagement for a minimal cost.

At the 2012 International Consumer Electronics Show TPN teamed up with Kodak to create three full days of content with Kodak executives, Product Demonstrations and Industry Analysts.  Brands can engage in so many different ways by pulling the audience in to the conversation and including them in the content creation at or after an event.  Genuine conversations about how to work with the consumer can go a long way toward reinforcing the authenticity of your brand.

In the video below, we talk about the content development strategy TPN and Kodak used at CES 2012, and how you can use some of those strategies to drive engagement for your own brand at an event.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

Creating Content For Events — Sporting Events

Professional sports are the perfect arena for content creation around events.  Every single game night, a professional sports team has a built-in opportunity for content creation.  Loyal fans can never get enough of the games their favorite teams play, and they’re hungry for supplemental content to enhance their connection with the teams.

Boston sports teams have devoted plenty of time and energy to driving engagement before, during and after games.  The Boston Celtics are effectively using social media for marketing, leveraging their networks to drive engagement through ticket giveaways and other contests.  The Boston Red Sox created a revenue stream by working with a mobile provider in their interactive social media campaign for fans at the ballpark.

In this video, we discuss some of the ways pro sports franchises create content around their events, and what you can takeaway from it for your own content marketing strategy.
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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

Content Curation-Content Automation Life Cycle

I find that the second part in the automation life cycle, content curation, to be one of the most attractive steps for companies to maximize their opportunities. Consumers want to know what you find important as an executive, thought  leader, or industry leader.  However not everyone has time to write a blog post about what they find fascinating and why.  Therefore, content curate is a process that grabs all the article you read and pushes them out the audience and says, if you only read a certain amount of material today, this is what I want you to read.

In The Pulse Network’s platform, we look to curate three pieces:

  1. Articles
  2. Tweets
  3. Videos

It comes down to simplicity, so we made a one-click option to curate so that we can pull in searches, tags or channels.

Below, I explain more on the benefits of curation

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Be sure to watch my complete series on the content automation life cycle and feel free to tweet or e-mail me ssaber@thepulsenetwork.com.

Creating Content For Events — Virtual Events

It makes sense to create content for an event that people will physically attend and meet up at.  But what should your web content creation approach be for virtual events?

While it may seem like there may be drastically different strategies for the two types of event, the content development around the events is actually quite similar.  One recent example of a virtual event that nailed the concept of creating content and driving engagement before, during and after was Madonna’s album release event with Jimmy Fallon.  Madonna solicited questions from her fans leading up to the event, interacted with them live during it, and left them with a video to live on and re-watch once the event ended, all as part of  an exclusive live interview on Facebook & Livestream that the vast majority of people could only attend virtually.

In this conversation, we look at how Madonna pulled this off, and the lessons you can learn from this virtual event content creation example.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

Content Creation-Content Automation Life Cycle

Digital marketing strategies have  made it that brands and companies need to implement content creation within their communication process. The only way to build brands in the digital age is by providing content the end-user wants and truly connecting with them; which in turn can be used to build strategy, SEO, and attract influencers.

Here at The Pulse Network, we break content down into two pieces: video and written; and our platform makes it easy for people and companies to create content. By creating video and written content for our clients, it makes it easier for the clients engage viewers and to have original content to push out to a number of different channels.

In the video below, I go in further about content creation and the strategies here at The Pulse Network.

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Be sure to watch my complete series on the content automation life cycle and feel free to tweet or e-mail me ssaber@thepulsenetwork.com.

Creating Content For Events — Face To Face Events

While the way we think about events has shifted dramatically to include virtual events, there is still tremendous opportunity to create content around face-to-face events.

Leading up to a face-to-face event, content creation can be used to create buzz and excitement about the upcoming event by showcasing primary players and ideas that will be featured at the event.  During a conference, shifting technologies have changed the landscape of live video production to allow content creation to happen live over the web right from the floor of an event.  Finally, once a face-to-face event wraps-up, you can make the great content from that event live on forever.

In this video, we provide specific examples of how The Pulse Network has approached the challenge of digital content creation before, during and after face-to-face events.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

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