PR Newswire and the Business Development Institute Content Marketing & Communications Leadership Forum on May 16, 2012 - originally posted on Storify: bit.ly/JqghIx
Last week in San Francisco, I got to play host at the PR Newswire / Business Development Institute Content Marketing & Communications Leadership Forum hosted at the beautiful UBM Technology Headquarters in San Francisco. The event not only hosted conversations about content and strategy, but produced some great content as well.
Here's a recap of the morning, not in my words...but in the words of those who attended and participated in the event.
Content Marketing and Communications Leadership Forum by PR Newswire / Business Development Institute - San Francisco - May 16, 2012
Guest at PRNBDI SF May 16 2012
Along with a great group of attendees, the morning got started off right with some Bacon Donuts - yes, that's right....Bacon Donuts!
The morning got started with a great keynote by Vince Golla who is the Digital Media and Syndication Director, Kaiser Permanente.
A Look at Kaiser Permanente’s PR &Social Media Engagement
"Calvin Coolidge was first social media US President because of his focus on persistence, listening -- Vince Golla" #prnbdi
The Content Wrangler
"Promote brand, extend reach/awareness, improve search, create brand evangelists -- the goals of social media - Vince Golla #prnbdi " Scott Abel
"@vincegolla states "Kaiser creates great owned content to push it out and in turn creates great earned content." #prnbdi " Bill Dube
"Shout out to old school tools: eNewsletter + Video Blog = success - Vince Golla, Kaiser #prnbdi " Khai Nguyen
The morning then continued on with a second keynote from Danny Miller, Senior Manager of Public Relations and Communications, Esurance
Content Marketing at Esurance
"Your social media activities have to be able to cut through the clutter so consumers don't tune you out - Danny Miller @sfcomms #prnbdi " Scott Abel
"Social media content should do three things: inform, educate, and engage - Danny Miller, Esurance #prnbdi" Khai Nguyen
"As an online only company, it is imperative esurance has personality and shows the people behind the brand. @sfcomms #prnbdi " Natalie Bering
"We're OK with negativity on our Facebook page. It gives us an opportunity to turn things around. - Danny Miller, Esurance #PRNBDI " Tracy Fine
Next up, I got to interview Mike Parker who is the newly minted Chief Digital Officer at McCann Erickson.
"Challenge: People's belief that media is suddenly free. @parkerbeta #prnbdi " Natalie Bering
"Our clients need us 2 connect all the dots between traditional, social, digital we need 2 understand their whole biz. @Parkerbeta #prnbdi " Sandra Cobb-Boykin
"We believe we are in the business of storytelling - Mike Parker @ParkerBeta #prnbdi #contentmarketing " Scott Abel
This was a comment that really sparked some conversation from Mike Parker.
"Increasingly digital agencies are pitching against PR agencies for the same gig - Mike Parker @ParkerBeta #prnbdi #contentmarketing" The Content Wrangler
This is a guy whose seen a thing or two with a lot of experience in the advertising and marketing world. If he's seeing competition from the PR Agency side, then I think the conversation is really starting to get interesting out there.
"earned media is not always free. You need paid distros to get buzz started.@parkerbeta #prnbdi "
" Ad pitching against PR bc the whole ecosystem is connected. All r about storytelling content still king & it's not always free. #prnbdi " Sandra Cobb-Boykin
"Everything we create now should be inherently shareable." @parkerbeta #PRNBDI
The conversation for the morning really took off with a great panel discussion with:
Vince Golla - Kaiser Permanente
Danny Miller - esurance
Scott Symonds - AKQA Media
Mike Parker - McCann Erickson
"Well said! RT @NatalieBering: Social is to marketing is what Internet was to marketing 10 years ago @jscottymonds @SRCBsf #prnbdi #in " Miriam Bellows
"Panelists discuss the importance of measurements and analytics (for decision-making purposes) in #contentmarketing #prnbdi " The Content Wrangler
"Marketing and PR pros are trying to measure platforms that are rapidly changing, moving targets #contentmarketing #prnbdi " Scott Abel
"In parallel to your long term calendar, create a newsroom like atmosphere to participate in the now. #prnbdi @parkerbeta " Natalie Bering
"Panelist @VinceGolla brings up the most important issue -- content silos -- and how they prevent us from sharing meaningful stories #prnbdi " The Content Wrangler
" Listening vs. Content Development. Conversations with consumers requires participation. ~ Mike Parker @parkerbeta #prnbdi " Roberto Tiscareno
"The bar has been raised on the stories we tell because if they aren't good it won't be shared. @parkerbeta #prnbdi " Natalie Bering
"Facebook is just another channel. It's a destination for it's users but not necessarily your audience and brand. #prnbdi " Roberto Tiscareno
I think the conversation is just getting started. I know there were at least a few audience members calling for this conversation to be continued.
" I hope we can continue this discussion each month, growing it and making the content increasingly useful. Anyone? #prnbdi #contentmarketing " Scott Abel