1. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin 1

2. @gavinmoffat A chat about streaming media and its place in PR 4 November 2009 22

3. What: we’ll cover What: is streaming media? What: is today’s brand conversation? What’s: in today’s marketing mix? What: is a social media release? What: should we use streaming media for? Why: is content king (or is the search engine king)? What: should streaming media be used for? When: should it be used? What: is the cost? How: do you measure success? What: is the measure of success? How: do you get your content seen? What’s: all the fuss? Where: to from here? 3

4. What’s: in today’s brand conversation 4

5. Marketing = Everyone Lies Stakeholders – more cynical – less discerning Rejecting advertising Brand created at the point of contact 5

6. What: does this have to do with the brand? Multi-generational audiences (internal and external) Multiple, disparate communication platforms and mechanisms No longer bound by physical and time boundaries Requires significant customisation of messaging 6

7. What: is streaming media? Refers to the delivery method Live Via a telecommunications networks Audio/Video or audio visual Content – important enough to be live Something audience wants to see Fixed deposit 7

8. What: is a social media release? Includes/allows for: – Website – Aggregates news release content – Newsworthy content 8

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10. What: is a social media release? Includes/allows for: – Website – Aggregates news release content – Newsworthy content – Multimedia files (audio/video) – Social network site tagging/bookmarking – Friendly engaging format 10

11. What: should we use streaming media for? Communicate: with staff/training With customers/CRM with suppliers/info sharing with media/announcements Consider all options 11

12. Why: is content King? Great content stands out Quality / authentic / honest / human Of value Concise Access to something not otherwise accessible Stanford on iTunes 12

13. Stanford in iTunes 13

14. When: should it be used? Target market known Segmented Know needs / wants / likes / dislikes When you can direct them to content 14

15. When: should it be used? Criteria – Audience – Tools – Message Ericsson – Volvo Ocean Race – An excuse/focal point to communicate – Align goals – Global/effective medium 15

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24. When: should it be used? To tell someone something interesting – to them To provide insight To create the foundation for a conversation 24

25. When: should it be used? To surprise people They want to be surprised, pleasantly Tool – humour / honesty / openness / responsiveness 25

26. 26 What: is a surprise?

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28. 28 What: is a surprise?

29. 29 When: should it be used?

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31. What: is the cost? Production / preparation Bandwidth Cost of not using the medium 31

32. How: do you measure success? Response Registrations # of views Length of views Hits Data gathered 32

33. 33 What: is the measure of success?

34. 34 What: is the measure of success?

35. 35 What: is the measure of success?

36. 36 What: is the measure of success?

37. 37 What: is the measure of success?

38. 38 What: is the measure of success?

39. 39 What: is the measure of success?

40. 40 What: is the measure of success?

41. 41 What: is the measure of success?

42. How: do you get your content seen? Internal – WIIFM – Great content with a buzz Big Enchilada – referrals Sites – cracker / zoopy / youtube Great content – 2 482 642 times www.posterous.com/melodymaker www.posterous.com/melodymaker 42

43. What’s: all the fuss? A compelling medium Online or mobile Educational Web needs great content 43

44. Where: to from here? Mobile 44

45. Why: education? Any venue with access to PC and internet – venues in major centres PowerPoint, Flash or video Dynamic instruction When used with two-way communications it becomes interactive – Edureach and Star Schools One to many education for underserviced areas Video sharing on social networks User generated educational vids 45

46. Where: to from here? Choose the right medium for the job at hand 46

47. A brand must tell a story. People like stories. They like a brand that tells stories. 47

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49. Thank you for your valuable time and courteous attention 49

50. www.puruma.com www.twitter.com/gavinmoffat www.qik.com/gavinmoffat 50