create better brand content…all year long

#CisionWebinar

Create Better Brand Content...All Year Long.

Start preparing now for 2017!

Annemaria NicholsonSenior Manager, Content

Marketing@Annemaria_N

Kerry O’Shea GorgoneSenior Program Manager,

Enterprise Learning at MarketingProfs@KerryGorgone

@Cision @KerryGorgone #CisionWebinar

Today’s Participation• During today’s webinar, attendees will be

in listen-only mode.

• If you are experiencing audio issues, please use the chat box to contact the webinar host.

• Submit text questions in the chat box: Q&A will be addressed at the end of today’s webinar.

Create Better Brand Content...All Year Long!


Start with a Plan


Execute Your Vision


The Promotion Of One Piece of Content

Press Release

Blog Post

Twitter

Facebook

LinkedInYouTube Webinar/Events Advocacy

Sales Comms

Customer Lifecycle

In-Product

Website Feature Page

Execute Your Vision



Avoiding legal pitfalls (and what you can do

with your content)


The Problem: What You Don’t Know

CAN Hurt You

Photo credit: Herman Pijpers, flickr.com

Beelzebub, Esq.Specialties: Killing Fun,

Ruining Good Ideas



CAN Hurt You (or at Least Cost You)


Problem #1: Using Copyrighted Content

is Risky1 picture x 1

use = $4,000


Problem #2: Streaming Video Without Planning


Problem #3: Influencers Don’t Always Disclose


Problem #1: Using Copyrighted Content

is Risky1 picture x 1 use =

$4,000


Memes = Copyright Infringement

“Creative Commons” content might be

stolen...


Solution #1: Create Your Own


Problem #2: Streaming Video Without Planning

So new and shiny!

Periscope and Facebook Live


Streaming without planning makes you look like…


Solution #2: Plan Your Live Stream


Post crowd releases before streaming


Get signed releases from interviewees


POLL: Any problems?


Solution #2: Plan Your Live Stream

SHOT 1 SHOT 2 SHOT 3

SHOT 4 SHOT 5 SHOT 6


Problem #3: Influencers Don’t Always Disclose


• Placement• Proximity• Prominence• Presentation

The 4Ps of Disclosing Brand/Blogger Relationships


#SPON#AD#CLIENT


Solution #4: Require Influencers to Disclose


Design Disclosures for a Moron in a Hurry


POLL: Any disclosure issue?


The $16,000+ Mistake



CAN Hurt You


The Solution: Actively Look for Potential Problems Ahead of Time

Beelzebub, Esq.Specialties: Killing Fun,

Ruining Good Ideas

Analyze and Optimize


Questions & Answers

Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.


Thank you for Attending!About Cision:Cision is a leading media communication technology and analytics company that enables marketers and communicators to effectively manage their earned media programs to drive business impact. As the creator of the Cision Communication Cloud™, Cision has combined cutting-edge data, analytics, technology and services into a unified communication ecosystem that helps brands build meaningful & enduring relationships with influencers and buyers.

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