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Unlocking the key to
cut-through content
Find your audience,
engage with them!




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




                                Bill Gates,
                                   1996



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




Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
#SocialBrands - Unlocking The Key To Cut Through Content
The Cookie or The Cream
• 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.



        Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Communications 1.0
Company / Brand                 Filter                       Stakeholders

 How we used talked to stakeholders rather than engaged!
                                                     •   Customers,
                                                     •   Suppliers,
                                                     •   Employees,
                                                     •   Investors,
                                                     •   Regulators, as well as
                                                     •   Journalists,
                                                     •   Bloggers and
                                                     •   Social influencers


      Push communications – limited engagement
   Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Communications 2.0
Company / Brand            Filter                    Stakeholders
                                             •   Customers,
                                             •   Suppliers,
                                             •   Employees,
                                             •   Investors,
                                             •   Regulators, as well as
                                             •   Journalists,
                                             •   Bloggers and
                                             •   Social influencers

                                        Conversational
     Broadcast                          Communications –
     Communications –                   Stakeholders
     We Say                             Comment


        Audience is connected and communicating.
  Brands need to listen, engage and adapt their messaging.
Communications 2.0




                                    Tom Foremski


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



Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Plan Your Content
          NOT EVERYTHING IS AS IT SEEMS!




Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Define Your Audiences




Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Customise Your Message
                                 • 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



Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Killer Content
                                                Use Instagram
                                                to visually
                                                report your
                                                stories –
                                                Singapore
                                                Changi Airport
                                                do so



Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Killer Content
    Let 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 – B2B
Pinterest – for
General Electric
it’s about
Badass
Machines!




      Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Today’s Landscape And You!
• Integrate and succeed                                         Plan
                                          Internal newsgathering – white papers, R&D,




                              Input
                              Input
                                                research, financial, thought leaders
• Become a newsroom                           External newsgathering – #newsjack
                                                   competitors, regulators, media
• Engage and get audience
  buy-in


                              Editorial
                              Editorial
                                                 Activate Content – Social and
                                                       Digital Newsroom
• Content on their terms

• Remember, their right to
                              Output
                              Output


  reply!


     Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
Julio Romo
PR and Social Media Consultant &
Digital Strategist
twofourseven.co.uk
  @twofourseven
  in/twofourseven

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#SocialBrands - Unlocking The Key To Cut Through Content

  • 1. Unlocking the key to cut-through content Find your audience, engage with them! Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 3. “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.” Bill Gates, 1996 Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 4. 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 Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 6. The Cookie or The Cream • 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. Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 7. Communications 1.0 Company / Brand Filter Stakeholders How we used talked to stakeholders rather than engaged! • Customers, • Suppliers, • Employees, • Investors, • Regulators, as well as • Journalists, • Bloggers and • Social influencers Push communications – limited engagement Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 8. Communications 2.0 Company / Brand Filter Stakeholders • Customers, • Suppliers, • Employees, • Investors, • Regulators, as well as • Journalists, • Bloggers and • Social influencers Conversational Broadcast Communications – Communications – Stakeholders We Say Comment Audience is connected and communicating. Brands need to listen, engage and adapt their messaging.
  • 9. Communications 2.0 Tom Foremski Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 10. 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’
  • 11. Be Nimble And Responsive 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. Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 12. Plan Your Content NOT EVERYTHING IS AS IT SEEMS! Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 13. Define Your Audiences Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 14. Customise Your Message • 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 Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 15. Killer Content Use Instagram to visually report your stories – Singapore Changi Airport do so Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 16. Killer Content Let your audience picture your brand Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 17. Killer Content - Content Pinterest – for some just for fashion Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 18. Killer Content – B2B Pinterest – for General Electric it’s about Badass Machines! Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 19. Today’s Landscape And You! • Integrate and succeed Plan Internal newsgathering – white papers, R&D, Input Input research, financial, thought leaders • Become a newsroom External newsgathering – #newsjack competitors, regulators, media • Engage and get audience buy-in Editorial Editorial Activate Content – Social and Digital Newsroom • Content on their terms • Remember, their right to Output Output reply! Julio Romo | twofourseven.co.uk | @twofourseven | in/twofourseven
  • 20. Julio Romo PR and Social Media Consultant & Digital Strategist twofourseven.co.uk @twofourseven in/twofourseven