Our Story
PNCONNECT
Digital Marketing Services

Our global team spans 60 countries and brings the combined digital resources of our social media marketing, creative production, paid promotions and web development capabilities together for one purpose — to help our clients share their story with the world.

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Today, brands have to be more than great marketers, they have to be great publishers too.

  • We Think

    The most successful digital marketing programs begin with a solid content strategy.

  • We Know

    Your company’s content is what people are discovering, it’s what they’re talking about, and it’s what they’re passing along to others.

  • We Believe

    Great content is what’s ultimately shaping and informing people’s opinions and perceptions of your brand.

  • And We Can Help

    We manage the content strategies for some of the biggest brands in the world.

  • We Think
  • We Know
  • We Believe
  • We Can Help

Brands We Serve

Sony PlayStation
Disney
Timberland
eBay
Hewlett Packard
NetApp

Our Approach

Successful brand publishing requires a unique mix of resources ranging from strategic planning, web development and creative production, to day-to-day operations, promotions and performance reporting — all services we offer in-house and make available to clients of any size. We call them the Seven P's.

  1. 01 Planning

    We help define your content strategy from audience analysis and goal identification, to fixing workflow gaps and channel misalignments.

  2. 02 Platforms

    We help identify your primary and secondary content distribution platforms and where necessary, we help you plan, design and develop them.

  3. 03 Production

    We help with all of your content production demands from core content that meets day-to-day needs, to highly customized premium content projects.

  4. 04 Publishing

    We help with all of the logistical needs of publishing content to the web, from coding and configuration work to optimization and content curation.

  5. 05 Promotion

    We help activate earned and paid promotion strategies to promote your content, from social ads and keyword buys to media and influencer outreach.

  6. 06 Participation

    We help you understand how the marketplace is interacting with your content, from keyword watch systems to issues response and reporting.

  7. 07 Performance

    We help you capture, analyze and measure the performance of your content, from platform metrics to sentiment analysis to competitive benchmarking.

Client Spotlight

Client: Playstation

We currently provide content planning support for PlayStation’s global network of branded social media properties in the United States, Canada, Europe, and Latin America.

Our Experience

Our approach to brand publishing is the direct result of the years we've invested managing the global content strategies for some of the largest consumer and business brands in the world. This experience allows us to bring incredible insights, practices and efficiences to bear for all of our clients.

Client Spotlight

Client: DC Entertainment

We currently support the social media program and content production needs for DC Entertainment, including several of its brand and character properties.

Our Team

It's easy to bring a divergence of talent and expertise together, however, it's much harder to make this talent operate as a team — AND keep it together. Our team is anchored by a strong and seasoned leadership team that consists of some of the leading thinkers, creators and makers in the communications business.

    Client Spotlight

    Client: Tribune Broadcasting

    We created a responsive platform to power more than twenty-five television station and direct content sites. Working closely with the Tribune staff, we designed, developed and deployed a product that can take the heat of newsrooms across the country.

    “It’s how much can you walk away from to really be bold and purify the product and start clean.”

    Jason Jedlinski, VP of Digital Operations, Tribune Broadcasting

    Connect Blog

    PNConnect Weekly Reading 10/23/14: Twitter Timelines, Media Usage and Politics and More

    Social Media

    Snapchat’s Audience Is Teen-y

    “Among 14-to-17-year-old US internet users surveyed, 36.8% said they used Snapchat at least weekly. Meanwhile, 18- to 34-year-olds trailed by nearly 16 percentage points, and a mere 4.2% of those ages 35 to 54 smiled, snapped and sent. In all, the total percentage of internet users who said they accessed Snapchat once a week or more came in at just 14.2%—so to say teens overindex in usage is a big understatement.”

    PNConnect Insight – Nothing in these numbers is all that surprising. What’s eye-opening, though, is just how precarious Facebook’s lead – which only exists in age groups above 18 years old – actually is, with Instagram, YouTube and other networks posing serious threats to that position.

    178953


    Publishing

    Political Polarization & Media Habits

    “When it comes to getting news about politics and government, liberals and conservatives inhabit different worlds. There is little overlap in the news sources they turn to and trust. And whether discussing politics online or with friends, they are more likely than others to interact with like-minded individuals, according to a new Pew Research Center study.”

    PNConnect Insight - While this may seem an odd story for inclusion here, it’s more important than ever since we’re operating in an era where it’s not only alright but somewhat expected that brands/companies will take a stand on sociopolitical issues. So it’s important to know how taking those stances will or at least could be seen among the social media audience. While the study doesn’t address that directly it’s easy to make some inferences based on the data that is included.


    Chartbeat tries to fight the smoke and mirrors in web measurement by going public with its metrics

    “In an attempt to force a change to that state of affairs, Chartbeat announced on Monday that it is making public all of the metrics, standards and methods of measurement it uses internally — including a detailed breakdown of their weaknesses and limitations.”

    PNConnect Insight - While it’s obviously a marketing tactic, the idea of opening up the methodology behind is certainly a good thing. There’s too much “secret sauce” as every company uses a proprietary system and, with the conversation shifting to metrics like attention and such, this kind of move can help build up some trust in existing numbers.


    Media/Journalism

    Nielsen Will Soon Rate Everything on the Web, From Videos to Articles

    “The online rating system will combine Nielsen formulas with data from Adobe’s online traffic-measuring and internet TV software. Many of the largest traditional TV networks have already signed up, among them ESPN, Univision, Sony, Viacom, and Turner Broadcasting. While such a roster might sound like a list of clients who mostly want to know their shows are doing online, Adobe product management director Ashley Still points out that a network like ESPN is about a lot more than shows.”

    PNConnect Insight - Media consumption is fragmenting at the same time more and more media production is being consolidated, as seen in acquisitions of independent YouTube talent networks by major companies. This is meant to help those big companies see how all that content is doing in a single tool, something that’s likely largely driven by the desire to sell cross-media ad packages.


    Tools

    The spirit of experimentation and the evolution of your home timeline

    “One of our goals for experimentation is to continue improving your home timeline. After all, that’s the best way to keep up with everything happening in your world. Choosing who to follow is a great first step – in many cases, the best Tweets come from people you already know, or know of. But there are times when you might miss out on Tweets we think you’d enjoy. To help you keep up with what’s happening, we’ve been testing ways to include these Tweets in your timeline — ones we think you’ll find interesting or entertaining.”

    PNConnect Insight - While it doesn’t come right out and say this is the first step toward Facebook-style algorithmic feeds it certainly does open the door a bit wider for that and has been interpreted as such widely. What’s certain at this point is Twitter is continuing to try and make the experience less intimidating and more engaging for new/occasional users and using some sort of tool to bring up “interesting” tweets for them is one big way they’re going to do that.


    Vine for iOS now lets you follow channels and post straight from your Camera Roll

    “When you follow a channel, Vine will add “select featured posts” from it to your feed. With the new share extension, you can post Vines from other video recording and editing apps without having to open the Vine app. If you don’t see the Vine option in the list of available services from your Camera Roll share sheet, you can turn it on by tapping the More button and toggling Vine.”

    PNConnect Insight - While the “add from camera roll” option is certainly welcome, the real interesting point here is about following channels. Vine is obviously still trying to figure out or expand discovery and increase not just usage but also exposure of people who aren’t already Vine superstars.

     

    When Anonymous Apps Attack

    Today, social networks and online advertisers can cobble together a fairly accurate picture of most web users’ preferences and daily activity. That data can yield benefits to users, such as more tailored content, but it can also leave them feeling vulnerable and invaded. In response, many users, particularly younger ones, are adopting networks and apps that promote anonymity, such as Whisper, Secret, Snapchat, Yik Yak, and Gossup. Others have adopted the networks as a way to share more authentic stories and feelings than they would on Twitter or Facebook (which, incidentally, is reportedly developing its own anonymous app).

    But this online anonymity also opens the door to spreading rumors and venting about both people and brands, with little fear of repercussion. Critics, such as the prominent venture capitalist Marc Andreessen, have warned that the high potential for unethical behavior puts these apps on shaky moral and legal ground. It can certainly put brands in a difficult position. Most networks have terms of service banning libelous, fraudulent, or harassing posts, as well as an avenue for reporting abuse, so brands have some recourse. But once a post is out there, the damage may be done. While this new dynamic is still in flux and the roles remain undefined, there are a few core ideas that will help brands find their footing on this new terrain.

    RESPECT THE RULES AND THE COMMUNITY SPIRIT

    As with established social networks and search engines, subverting the intended usage of the channels, either intentionally or accidentally, is asking for trouble. For example, brands may be tempted to take advantage of account anonymity by posting in the guise of an ordinary customer, sharing positive messages to counteract negative posts. Tactics like this set brands up for damaging blowback, while offering little benefit.

    Before engaging in an anonymous community, take the time to understand both the network’s own rules and users’ expectations. Then approach your channel strategy within those parameters. If there’s not a natural way for your brand to participate productively, hold off on getting involved directly.

    So far, few brands have established official presences on anonymous networks. In this environment, standard brand publishing tends to come across as “missing the point.” Brands known to be active on these platforms also risk having their identities hijacked, as anyone can claim to be a brand.

    LISTEN

    Even if it doesn’t make sense to begin posting to an anonymous network, monitoring conversations can be beneficial. Some anonymous networks have already earned a reputation as sources for rumors and inside information. Much of Secret’s initial user base comes from the tech industry, with Silicon Valley rumors as a key content vein.

    For example, a Secret post in April broke the story that Nike would be killing off its FuelBand device and laying off the engineers behind it. Then in February, a Secret user, claiming to be an Evernote employee, shared that a corporate acquisition was eminent. Both stories took off and spread beyond Secret, calling for the brands to get involved. Brands that are paying close attention to notable industry conversations on anonymous networks will be able to react to damaging rumors or accusations like these more quickly.

    RESPOND VIA ESTABLISHED CHANNELS

    If a brand does discover a rumor or negative accusation gaining traction on an anonymous network, the network itself isn’t necessarily the best channel for a response: it’s difficult to have an official presence when everyone is anonymous. Instead, brands can join the conversation via established channels, such as a corporate blog or accounts on Twitter, Facebook, and LinkedIn. Other users can then share these updates on the anonymous network.

    Nike and Evernote both shifted the conversation to other channels to address the Secret posts about their brands. Evernote CEO Phil Libin refuted the acquisition rumor as entirely false via a Twitter post; Nike confirmed the news of layoffs with CNET, while providing additional details and corrections to reframe the message.

    NURTURE A COMMUNITY OF ADVOCATES

    Vocal supporters are a key resource for mitigating negative discussions on any network, but they’re even more critical on anonymous platforms, where a brand has limited room to speak for itself. RedBus, a startup that allows users in India to reserve bus travel online, received criticism from employees on Secret for allegedly failing to honor all their stock options following the company’s acquisition by another portal. The Secret posts told an incomplete story, but they seriously damaged both the company’s image and the founder’s reputation when the story appeared in one of India’s leading financial dailies. If RedBus had had people willing to speak up and defend them, on Secret and elsewhere, they would have mitigated the impact of the allegations.

    Of course, it’s not feasible to assemble a strong foundation of advocates overnight. It requires consistently building trust and goodwill, on multiple fronts. Brand publishers can inspire advocacy by being consistently authentic, transparent, useful, and responsive across their content efforts.

    While no one can say with certainty where anonymous networks are headed, it’s clear that their success to date stems from users’ desire for authenticity and community empowerment. Brands that embrace this drive will be in a better position to succeed in this new arena than brands who try to exert control.