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Brands as Broadcasters
The speakers will be discussing how big brands are building audiences online as well as digital video and the brand newsroom.
We are delighted to announce that the next Digital Breakfast of 2017 will be held on Wednesday 7th of June. The topic will be: Brands as Broadcasters
Simon Shelley, Head of Industry News at ITN Productions
Simon has scaled the Industry News unit from inception to a global business operating in three regions, having produced content for over a 1000 brands and organisations across most sectors and professions in our society.
Cháyya Syal, Broadcast Journalist at BBC
Cháyya is an award winning, Forbes listed Broadcast Journalist with seven years’ experience working across print, digital, broadcast, video and radio from London, UK.
She currently works on a live news programme at the BBC, is a Schools Speaker for Amnesty International, is a Huffington Post blogger and goes to schools and colleges across London to discuss careers, responsible journalism and tech.
Content creation is a buzzword in Marketing but where do you start? What’s more effective? Chayya discusses blogs, vlogs, Snapchat, Instagram stories and why more and more brands are trying to be like broadcasters.
Rob Molloy, Director of Global TV Content & Sales , Guinness World Records
Rob joined Guinness World Records in 2003 and is responsible for the development and global distribution of GWR’s broadcast content, overseeing productions in numerous territories including UK, China, Japan and the US.
He also manages distribution of GWR’s online content and lead the launch of the company’s two YouTube channels which boast over 2 million subscribers combined with over 400m video views.
More recently Rob has overseen the brand’s presence on Facebook Live, producing 24+ broadcasts a month for GWR’s audience of 12m+ Facebook fans.
A great selection of complementary food is served from 8.30am with presentations starting at 9am allowing time for some networking with a bacon sandwich!
Tim Tucker, Training Consultant – CMA.
Tim is a trainer, content strategist, online copywriter, user experience designer, and consultant who helps people to communicate better through digital media. He has over 13 years’ experience working in digital media.
Wednesday 3rd May 2017
9am – 11am (Breakfast is served from 8:30am)
51-53 Hatton Garden
CMA Members: £75 + VAT
Non Members: £150 + VAT
“A thought provoking and future gazing look at the value of digital content and how to distribute effectively. Two hours of engaging presentations and new perspectives on the rise of online content with reach” Laura Heywood, Commercial Editor, Retail Week
“Very interesting to see how major brands see their business and the future” Joe Riordan, Senior Marketing Analyst, REED
“Fresh, Brilliant and up to date” Gabriela Izquierdo, Digital Designer, Financial Times
“Inspirational and thought provoking, a great way to spend a couple of hours. Well worth it!” Andrew Reeves, Founder, Reeves Consulting
New Community Practitioner website goes live
Community Practitioner (CP), the official journal of the Community Practitioners and Health Visitors Association (CPHVA), part of Unite the Union, has launched a new website (www.communitypractitioner.co.uk), designed, built and managed by Redactive.
The Community Practitioner journal is published monthly and circulated to over 19,000 health visitors, school nurses, community nursery nurses and other healthcare professionals working in community settings.
The new website contains all the latest news, views and analysis from the journal, as well as exclusive web-only content, providing CPHVA members with valuable support.
The new, responsive site will enable CPHVA to inform and engage its members and wider stakeholders via all devices with high-value content.
Gavin Fergie, a lead professional officer at Unite, says ‘Unite-CPHVA are delighted that with the support of our publishers Redactive, we are launching the newly enhanced website of our Community Practitioner journal.
‘This new platform will add another dimension to the print and digital editions of the Community Practitioner journal and will enable Unite-CPHVA to offer to our members and readers even more news and opinion, clinical updates and professionally relevant research that will educate, energise and empower.’
Click here to view the new site.
If you’re interested in discussing a new digital content project with Redactive, please contact +44 (0) 20 7880 6200 or email@example.com.
Double success for CPL at the MemCom 2017 industry awards
An infographic from TS Today – the monthly digital magazine for The Chartered Trading Standards Institute (CTSI) – won the ‘Best Infographic’ category this week at the annual MemCom Awards.
The MemCom Membership Excellence Awards celebrate great performance in membership marketing, communications, product and service development, highlighting best practice, teamwork and leadership.
TS Today, edited by Carina Bailey, publishes news from the world of trading standards, as well as features and reviews. The infographic focused on how much the government spends on trading standards, and how this is dwarfed by the loss to consumers from inadequate products and services.
Martin Bewick, editor of Catalyst, the Chartered Institute of Marketing’s (CIM) quarterly members’ magazine, was highly commended in the ‘Editor of the Year’ category.
Martin has shaped and spearheaded Catalyst’s editorial direction since the magazine was launched in 2015, exploring the big issues facing marketers globally, as well as offering practical and relevant advice that CIM members can use to do their jobs better and progress their careers.
This was a record year at MemCom for CPL, with the agency being shortlisted in five categories for work on behalf of clients including the Chartered Institution of Building Services Engineers (CIBSE), the British Airline Pilots’ Association (BALPA), the Royal Statistical Society (RSS) and the UK Chamber of Shipping.
Is Instagram the answer to your brand’s social engagement issues?
How’s your branded Facebook page faring? Garnering new likes? Seeing record levels of engagement?
While some brands are maximising the potential of the platform, for others it appears to be a constant struggle to show any real ROI. Although advertising does help grow brand pages, and there’s plenty of anecdotal evidence to suggest that it nudges Facebook to help the page organically too, it can’t do much to increase levels of user engagement. If readers don’t want to click and share no amount of cash will make them do it.
Which is why a growing number of brands appear to be attracted to the potential of Instagram (incidentally, lest we have forgotten owned by Facebook).
Recent analysis conducted by Socialbakers, for example, showed that brands are seeing nearly four times as much user engagement on Instagram than they do on Facebook. Celebrities also fare much better too. The lead Instagram has over Facebook in engagement is even more impressive given that it has just 700 million monthly users, while Facebook has 1.94 billion.
So, is now the time to start taking content and ad spend away from Facebook and moving it to Instagram? Well much depends on the type of brand you’re managing.
Here are a few questions to consider if you are considering shifting budget and content resources from Facebook to Instagram.
1. What demographic are you trying to reach?
Instagram has a younger audience than Facebook, so it’s not surprising that youth focused brands like Ben & Jerry’s and TopShop perform well. The platform is only effective for a certain number of brands, and its leading brands seem to attain consistently high levels of engagement. Instagram has become central to social strategies of fashion, food and sports companies. If you are not aiming for a younger audience it is not a place to invest in.
2. What type of engagement are you seeking?
There could be a very obvious reason why some brands achieve such high engagement rates on Instagram and that’s because its interactive features are so simple. For example, the Socialbakers report suggested that the’ double tap to like a photo or video’ may be a contributing factor to Instagram’s impressive engagement rates for some brands.
If you are seeking deeper levels of engagement you are more likely to attract these on Facebook as it is clearly wordier with people writing longer posts and comments that run beyond a sentence. It may be one of the reasons why media brands (to say nothing of less visual brands) seem to thrive on Facebook but find Instagram a trickier proposition.
3. Can you harness the power of celebrity?
With its young visually focused audience Instagram is the perfect home for celebrities. If you are keen on engaging with a younger demographic it also makes sense to work with celebrities on the platform. There are countless examples now of brands who have used celebrities to promote their product campaigns which have Instagram at their heart. However, the figures required to buy an endorsement post from a top level star are huge.
4. Are you missing out on the numbers?
For most brands, it isn’t an either/or in choosing Facebook or Instagram. There is however a decision to made around levels of energy, time and resources devoted to each platform. One question that any brand majoring on Instagram needs to mull over is ‘are they just better not using Facebook anyway?’ Ultimately Facebook’s reach is significantly larger than Instagram, and can brands afford to not prioritise an audience that is large over a platform that is powerful, but more niche?
As Jan Rezab, chairman and founder of Socialbakers told AdWeek “I definitely would not advise moving spend away from Facebook—it has too much scale and reach.” “
“Brands should start putting more emphasis on Instagram. Look at it less as just a photos platform and more of a conversion platform play.”
Commissioned by The CMA
P&O Ferries and Cedar launch new onboard retail magazine, The Collection
On May 22nd P&O Ferries launched new onboard retail magazine The Collection across its European network.
Created in partnership with content marketing agency Cedar, the new title showcases the very best of P&O Ferries’ extensive onboard product range, as well as providing lifestyle tips and travel ideas to its 10 million customers.
The largest ferry operator in Britain appointed Cedar as its new content partner for its onboard retail publication earlier this year. The brief includes a new strategy and delivery of the company’s onboard retail magazine, with a new design, editorial content and bespoke photography to showcase P&O’s exclusive and varied products.
Nicola Tompkins at P&O Ferries said, ‘Cedar has brought a fresh and exciting approach to P&O’s onboard magazine, combining the very best in retail science with some fantastic new creative ideas which we know our customers will love. We can’t wait to get started.’
Cedar’s editorial director Maureen Rice said, ‘It’s wonderful to be working with P&O Ferries to take its content to the next level, starting with this exciting relaunch of the onboard retail magazine. We’re looking forward to inspiring shoppers and showcasing P&O’s amazing brands across all of their routes.’
Management Essentials Training Day
The course will look at how to delegate, motivate & get the best from your team.
We all end up managing someone or a team and often learn on the job. This course will help you see what you are doing already that works and fill in the gaps.
We will spend time helping you explore your management styles, the relationships you have with your team and how to do all that and still get the job done!
What Will You Learn?
What management really means
How to juggle the “people stuff” with the day job
How to delegate, let go and get more done
How to motivate your teams
How to coach your people and get the best from them
AM Session: 09:30
In the morning we figure out what the main responsibilities are and how to fit those around the day job. We will do a case study to explore the art of delegation and find ways to let go of the control freak within.
We finish the session with some ideas for motivating the team.
PM Session: 14:15
After lunch we look at the power of questions and how to use them to coach and give feedback.
You will have the chance to practice this and get answers to team issues in our surgery session.
We finish the day with action plans
Who Should Come?
Managers who have people to manage, its more suitable for those who are new or have not had management training before.
Helen is the founder of Bec Development, a boutique training consultancy, specialising in developing media and marketing people.
Helen specialises in developing people in management and leadership roles. Her passion is to deliver engaging training that gets people thinking differently and that creates immediate solutions that can be put into action
Wednesday 7th June 2017
09:30 – 17:00
3 Waterhouse Square
How Much Does it cost?
Members £299 + VAT
Non-members £399 + VAT
10% discount on all bookings made before 5pm Thursday 25th May!!!!
How Do I Book?
Please download and fill in the booking form here.
For any questions please contact firstname.lastname@example.org
John Brown Media wins five PPA Awards nominations for the second year running
John Brown Media is delighted to announce it has five PPA Awards nominations for the second year in a row.
The agency is proud of its creative talent, talent that has been recognised in the 2017 shortlist: one of John Brown Media’s top creative employees, Clare Watters, who works on John Lewis Edition, has been nominated once again for ‘Designer of the Year – Consumer Media’.
BonMarche Bon magazine, John Lewis Cook magazine and Waitrose Food magazine are all up for ‘Customer Magazine of the Year’; while one of the agency’s digital publications, MoneySense for RBS plc, has been shortlisted for ‘Digital Innovation of the Year – Business Media’.
Andrew Hirsch, CEO at John Brown Media, said: “The team spirit at John Brown Media is fantastic, and there is a great emphasis on nurturing and developing creative talent which is something we are extremely passionate about. We may be the world’s leading content agency, but we still have the same pioneering spirit and passion for new and creative talent, just like we had 30 years ago.
“Our teams tackle all our work with the same passion and attention to detail, delivering cleverly crafted content solutions that achieve results, whether it be for a smaller print project or a full-blown brand makeover for one of our larger clients.
“The fact that we have three magazines, a digital creation and a member of staff, five nominations in total, shortlisted at the 2017 PPA Awards, shows that John Brown Media continues to lead the way in creative and editorial excellence.”
You can see the full list of nominations here.
‘Brands as broadcasters’ – a quick recap
The phrase ‘brands as broadcasters’ was first started to be used by marketers a couple of years ago, however companies creating video and audio content clearly isn’t a new phenomenon. From not long after the launch of YouTube, over a decade ago, brands began experimenting with using video to reach consumers directly online.
More recently a series of catalysts has propelled the phenomenon forward and almost all major FMCG brands are ‘broadcasting online’ in some capacity.
The first major shift was the growth of social media and the way it has forced brands to move away from the ‘campaign mentality’ that has dominated marketing for decades. Brands now must think more about ongoing content, constant reiteration of messaging and more, and a great way to do this is by producing regular content and placing it on owned media channels.
The massive shift towards online video has played a key role in encouraging this trend and brands now need to think well beyond YouTube and, if it is where their audience is, embrace Instagram and Snapchat too.
Technological innovations have played a key role, specifically the growth of live broadcasting best exemplified now by Facebook Live and Periscope.
It isn’t always video either. The podcasting renaissance has given an audio voice to some brands whose target customers are not just familiar with the platform, but in many cases addicted to it.
Here then are a few great examples of brands as broadcasters.
Branded YouTube channels
One of the most interesting elements of the YouTube phenomenon is the way that it has pioneered a series of video types that were initially unique to the platform. Far removed from traditional TV broadcast concepts YouTube has given the world unboxing videos, interactive tutorials, q and a’s, all of which were developed by YouTubers and have now in some ways been appropriated by brands.
Take, for example, the highly successful Nintendo channel which has been inspired by the phenomenon of gamers talking about the games as they play them. Its videos resonate with a young global audience and Nintendo has been rewarded with the second most viewed branded channel on the platform.
Another example of the way brands have commandeered YouTube trends are the beauty/make up tutorials videos. Originally pioneered by fashion bloggers a decade ago or so ago beauty companies quickly realised the power of the trend and now companies as diverse as Chanel and Boots attract millions of viewers to their ‘how to’ videos.
The food blogging revolution, which came a few years after the beauty bloggers, has also presented brands with an opportunity and now supermarkets host channels which encourage viewers to experiment with ingredients they can buy at their local store.
YouTube has always been a place for user generated viral content and it is a trend that brands like GoPro and Red Bull have capitalised on. The former showcasing high quality video from active sports like skiing and skateboarding which have been captured on its devices, while the latter has taken to that concept to its logical conclusion with ever more ambitious, and dangerous stunts.
Although there were live streaming platforms as long ago as 2009, the phenomenon has recently captured consumers’ imagination via the success of Twitter’s Periscope and more recently Facebook’s Live option.
Early adopters included Chevrolet, which screened live footage from the CES show in January 2016, and US fashion brand Target which took its viewers behind the scenes at the filming of a new promotional video with music star Gwen Stefani.
Since those pioneering days, a wealth of companies have begun to experiment with Facebook Live sometime with very impressive results. The brands tend, not surprisingly, to be youth focused and their most successful videos are often to linked to events. So, for example, the fashion retailer Boohoo.com scored huge hit with its Black Friday live streaming, while John Lewis pulled in very significant figures for the unveiling of its Christmas shop.
One theme that links many of the most successful Facebook Live videos, especially on this side of The Atlantic, is a competition element. Offering consumers prizes seems to be a very powerful way of building a live audience.
Podcasting – new opportunities
Podcasting itself isn’t especially new, but recently, thanks to the success of US podcasts like Serial and the slightly edgy UK based My Dad Wrote A Porno, it has established itself as a key platform for a young, largely professional, affluent demographic.
Not surprisingly brands have not been slow to realise the potential of podcasting. Tech brands have lead the way especially in the US with start-ups like Slack as well as multinationals like General Electric both offering intelligent, serious and informative audio content.
More recently brands have been working with podcasters to deliver their own shows, a good example of this is the excellent Sound Matters which looks at the way sound influences the world around us and is a collaboration between podcaster Tim Hinman and audio brand B&O Play.
While podcast listening figures are through the roof in the UK brands have been slow to embrace what could be a potential highly engaged audience. There’s clearly an opportunity for B2B brands.
Writing in City AM marketing strategist Chris Lee interviewed Kelvin Newman founder of the twice-yearly digital marketing conference, BrightonSEO. The conference is affiliated to the Brighton agency Site Visibility, whose Internet Marketing podcast is one of the UK’s most-downloaded business podcasts.
Newman said “Having a podcast has played a pivotal role in how we promote our business, it’s had direct benefits where people listen to the show and get in touch about our services but also has a huge number of indirect benefits as well. I can draw a direct line from every major business success back to our podcast.”
If you want to find out more about brands as broadcasters the topic is the theme of the next CMA Digital Breakfast which will be held on June 7th. It will feature representatives from BBC, ITN Productions and Guinness World Records. More details here.
Commissioned by The CMA
SevenC3 scoops two nominations for PPA Customer Magazine of The Year award
Thursday 29 June is a date already firmly marked in SevenC3‘s diaries. As they don their finest threads and prepare to fill their champagne flutes, we’ll be eagerly awaiting the announcement of the winners of the PPA Customer Magazine of The Year 2017.
SevenC3 are thrilled that this year two of their titles have been shortlisted for this huge award: Sainsbury’s magazine and Vitality. And they’re among great company, with fellow nominees including Waitrose Food, British Airways High Life and Slimming World, among others.
SevenC3 began working with innovative health and life insurer Vitality in 2016. As well as digital, social, video and campaign content, they craft a vibrant bi-annual magazine, reaching more than 500,000 Vitality members. Since starting work with Vitality, they’ve given the magazine a complete redesign and refresh, heroing Vitality’s exciting ambassadors – including Olympic gold medallist Jessica Ennis-Hill and England cricket captain Joe Root – to capture the real essence of the brand.
Not shy of an award nomination or two, Sainsbury’s magazine is up in the same category. Turning 25 years old next year, Sainsbury’s magazine has an incredibly successful heritage at the forefront of customer magazines. The magazine outsells any other cookery title on the British newsstand – even though it’s only sold in one supermarket chain – and its high-quality editorial and production values mean that the UK’s top foodies clamour to be featured on the magazine’s editorial pages. Contributors range from Great British Bake Off stars to the best of British chefs, including Tom Kerridge and Jason Atherton, and all recipes are triple-tested in the magazine’s state-of-the-art kitchens.
Fingers, toes and everything else crossed.
The PPA 2017 Awards take place on Thursday 29 June at Grosvenor House, London.
Research tools for content marketing
In online content marketing’s formative years, that’s less than a decade ago, much of the content that was produced was driven by a hunch on the part of the marketer or the writer. They had to guess what type of content might resonate with readers and how those words, especially keywords, might impact on SEO performance.
Today things are a lot more scientific in that there are now a wealth of online tools that enable content marketers to research the type of content they need to produce and assess how well it will be received.
We are in fact on the cusp of a revolution as artificial intelligence will undoubtedly begin to fuel content marketing research in the coming years. At some point too those bots may even write the content optimising it for its intended audience.
As Amit Ghosh points out in a fascinating article in Inc42.
“According to Gartner, nearly 20% of all business-oriented content will be generated by machines by 2018. An increasing number of industries are already leveraging AI to constantly churn out optimised content since it saves them time and money.”
Whether the Gartner prediction is proven to be true remains to be seen, and much of the AI content is likely to be fairly basic, but it is clearly an important trend.
For now though here are a trio of tools that marketers can use to research the content they produce to make sure it chimes with its intended audience.
For many content marketers this is the big one. Buzzsumo has become an integral part of many brands’ content output. It is a social-driven tool that enables a marketer to see quickly how successful content has been, specifically how many times it has been shared. Users type in a search term or a URL, and Buzzsumo will offer a series of results showing the most shared content in that area. For some content marketers, the next move is what has been coined the ‘Skyscraper Technique.’ Essentially this means that they write a similar article but add their own twist. The theory being that if one person’s content has been widely shared similar content might also be popular.
Usefully you can limit the search tool to a specific platform or type of content so, for example, if you want to see what type of video content has been shared the most on Twitter Buzzsumo can do this for you.
Buzzsumo has plenty of other features too such as the option of highlighting influencers and generating reports on specific items such as categories or keywords.
The rub is that the free version of Buzzsumo will only offer you a snapshot. Agency fees for the full version are $239 per month and there are also caps on the number of users and alerts. However, for many in the content marketing industry Buzzsumo is invaluable.
2. Answer The Public
If you want to find out what people are searching for on specific topics so you can then create content that answers their queries, Answer The Public is well worth exploring. Unlike Buzzsumo it is a free tool and you can use it as often as you like.
Users type in a key word or two and the engine will show what questions the public are asking about that word or phrase. For example, I typed in ‘content marketing’ and it gave me a host of questions from ‘what are content marketing channels’ through to ‘content marketing vs link building.’
If you are struggling to come up with ideas Answer The Public is an inspirational way to ensure that the content you produce is answering the questions that people are searching for.
A similar type of tool is Ubersuggest.
3. Fanpage Karma
This is a tool for social media managers which can also be very useful for content marketers. It is an analytics tool, which looks at social platforms and offers analysis of how effective their posts are especially in terms of engagement. So, for example, it will analyse the posts from your Facebook page, as well as your rivals, and highlight which are the most successful topics, and which is the best time to post. Crucially too it will tell you how frequently you need to post to increase your engagement levels.
For content creators it is a highly useful tool as they can learn what type of content is exciting audiences on Facebook. The theory is that this content then might be successful on other channels too.
Fanpage Karma is a paid for service and its fees start at $49 per month.
Commissioned by The CMA
Huck’s ‘Valley of a Thousand Hills’ wins Golden Gate Award at the 60th San Francisco International Film Festival
Valley of a Thousand Hills was awarded the 2017 Golden Gate for Best Family Film by a panel of judges including Common Sense Media Editor-in-chief Jill Murphy, author Jim Averbeck, and educator Alexandre Petrakis.
Hidden within rural Durban, South Africa in the Valley Of A Thousand Hills, Indigo Skate Camp is home to the village’s very first generation of skaters, who are growing up with a different outlook on life from their elders. Directed by Jessica Colquhoun, the film was made by TCO London for their youth culture brand Huck.
This award adds to the films recognition across the US, South Africa and Brazil, as well as being featured as a Vimeo staff pick and on National Geographic.
Winner, Best Script, Mimpi Film Festival 2016
Official Selection, Harlem International Film Festival 2017
Official Selection, 5Point Festival 2017
Official Selection, Wavescape Festival 2016
Official Selection, Time and Tide Film Festival 2016
National Geographic Short Film Showcase
Vimeo Staff Pick
Atlantic Editors’ Picks
The San Francisco Film Festival jury noted:
“This film is a moving, refreshing, and unexpected portrait of a section of the culture of South Africa, feeling so far away geographically but so easy to relate to emotionally.
We were drawn into the ease and dynamics of the kids’ friendships. The authenticity of the storytelling from its young subjects helped create a deeper connection to the audience. It was hopeful, inspiring, reassuring, and visually stunning.
We feel audience members of a wide range of ages can walk away with a lasting impression that captures the simplicity of childhood layered with life lessons on focus, respect, and friendship.”
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