every company is media company; presspage product vision corporate (english)

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Dramatic changes to media consumption along with technological advances have encouraged brands to become media organisations themselves. The last fifteen years has seen a fundamental shift in the media landscape. Deregulation of the newspaper, magazine and broadcast industries together with technological advances have resulted in the barriers to becoming a media organisation eroding almost completely. The result is an increasingly fragmented media market with the reach (and therefore the importance) of individual traditional media organisations generally decreasing. This has resulted in a vicious circle. As audiences have decreased so have revenues from advertising and sales, resulting in staff cuts that have reduced the quality of the journalism and its value to its audience, further reducing audience size. As audience sizes have shrunk and technology has made it easier and cheaper to publish content, companies have focused on their own publishing capabilities and “brand journalism” has become increasingly common. High quality cameras and video technology have become both cheaper and easier to use. Social media channels, which continue to evolve rapidly, are providing brands with the opportunity to develop their own audiences cost effectively and to communicate directly with them. In short, every company now has the opportunity to be a media company. Developments in website technology, and the importance of search engine rankings, have made it easier and more important for organisations of all sizes to put their websites at the heart of their communications strategies. The cost and effectiveness of websites as publishing platforms varies dramatically however and often dates quickly. The challenge many brands are struggling with is how to make these various technologies work together.

TRANSCRIPT

Page 1: Every company is media company; PressPage product vision corporate (English)
Page 2: Every company is media company; PressPage product vision corporate (English)

EC=MCCorporate media;

publishing revolution

Page 3: Every company is media company; PressPage product vision corporate (English)

What is blocking companies to become publishers?

Page 4: Every company is media company; PressPage product vision corporate (English)

Strategy?Content?Organization?Technology?

Page 5: Every company is media company; PressPage product vision corporate (English)

Comms responsible had no influence & controlOn-time & real-time PR was impossibleObstacles lead to less content

Brand missing outSocial channels as escape

Page 6: Every company is media company; PressPage product vision corporate (English)

Technology was usually standard web CMS toolBuilt by general web designers; not specialists

Design was one dimensional; by the clientProject became expensive & incomplete

Page 7: Every company is media company; PressPage product vision corporate (English)

Newsroom underperformance

Technology was quickly outdatedWorkflow enhancement was absent

Obstacles lead to less content

Page 8: Every company is media company; PressPage product vision corporate (English)

Most content was not search engine optimized

Content could not be shared

No content engagement options

Page 9: Every company is media company; PressPage product vision corporate (English)

The WhyCorporate media;a market vision

Page 10: Every company is media company; PressPage product vision corporate (English)

New definition of ‘new

s’

Ability to decide amount & ‘depth’

Flexibility to plan ‘time’ for new

s

Freedom of choice: channel & form

Ability to share news

Page 11: Every company is media company; PressPage product vision corporate (English)

Business model of traditional publishers under pressureBrands spend less on advertising

Page 12: Every company is media company; PressPage product vision corporate (English)

Existing business model can’t finance earned mediaReduced sources for coverage & content creationLess opportunity for free publicity

Page 13: Every company is media company; PressPage product vision corporate (English)

Free channel... but no controlIn search of viable business models

Reliability as main comms tool?

Social channels are free... require large investment

Page 14: Every company is media company; PressPage product vision corporate (English)

Brands are media outlets

Stakeholders, specialized blogs & industry portals

Brands expected to be opinion leadersDigital PR effort to address business conversion

Page 15: Every company is media company; PressPage product vision corporate (English)

The HowCorporate media;a product vision

Page 16: Every company is media company; PressPage product vision corporate (English)

CLOUD HOSTED

Power, speed, scalability and reliability

Page 17: Every company is media company; PressPage product vision corporate (English)

CROWD INNOVATEDFeature & functionality development & improvement.

Utilizing the wisdom of the crowd: global PR professionals

Page 18: Every company is media company; PressPage product vision corporate (English)

FUTURE PROOF

Fast web & social developments

Page 19: Every company is media company; PressPage product vision corporate (English)

OPEN

Open API, connectivity with ‘best of breed’ solutions

Page 20: Every company is media company; PressPage product vision corporate (English)

EFFICIENT

Workflow, development, and costs

Page 21: Every company is media company; PressPage product vision corporate (English)

EFFECTIVE

Search, share, engage, and contribute

Page 22: Every company is media company; PressPage product vision corporate (English)

ContactBart Verhulst

Co-founder & CEOwww.presspage.com