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

    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.

    PNConnect Weekly Reading 10/16/14: Teens Are Over Facebook, SnapChat Ads Coming Soon and More

    Social Media

    Teens are officially over Facebook

    “Now, a pretty dramatic new report out from Piper Jaffray — an investment bank with a sizable research arm — rules that the kids are over Facebook once and for all, having fled Mark Zuckerberg’s parent-flooded shores for the more forgiving embraces of Twitter and Instagram. Between fall 2014 and spring 2014, when Piper Jaffray last conducted this survey, Facebook use among teenagers aged 13 to 19 plummeted from 72 percent to 45 percent.”

    PNConnect Insight – As always, these studies should be taken with a grain of salt, especially there’s the real danger these stories are looking at the data in a way that fits the prevailing narrative that teens are abandoning Facebook. But this one at least backs up the claim with data and not simply a string of anecdotes.

    Screen Shot 2014-10-15 at 3.52.01 PM


    Publishing

    Should publishers take down controversial posts?

    “To unpublish — or not to unpublish. That’s the question for publishers that really step in it with regrettable content that sets off the Social Media Outrage Industrial Complex. For some publishers, an apology is not enough. They’d rather forget the whole thing took place, erasing the past with a simple keystroke. In the most recent example, Men’s Health took down an article titled “The Secret to Talking Sports with Any Woman” after an online backlash.

    PNConnect Insight - On the off-chance these types of posts don’t get killed as being bad ideas before they’re published, the best idea is to have this as a component of an overall crisis plan. So if a publisher is surprised that a post has wound up causing a controversy the plan can then be referred to and executed, easing the confusion among all parties.


    Media/Journalism

    The new Vox daily email, explained

    “Vox is focusing on delivering only a handful of top stories with a collection of the best links from around the web. So on any given day, Vox Sentences will serve up several main topics — say, Ebola, ISIS, and California’s “Yes Means Yes” law — with context provided by some of the day’s best writing. And, as the name implies, it’ll be direct — just a bunch of sentences. One thing that separates Vox’s newsletter from competitors is that it arrives at the end of the day, not the beginning. Instead of an 8 a.m. briefing, Vox is offering an 8 p.m. roundup.”

    PNConnect Insight – Email newsletters continue to be the hot trend among publishers looking to get readers’ attention. As the story states, Vox is looking to differentiate itself by arriving in the evening and not the morning like most others. More than that, though, the fact that it’s linking out to other sites shows it thinks there’s a halo effect for its brand that can be gained by becoming a trusted source of news from elsewhere, an early web principle that was abandoned for a long while.


    Tools

    Google is now letting you add polls to your Google+ posts

    “Google is rolling out a new Google+ feature that allows users to add a poll to posts on the social network. It’ll first be rolling out for Android devices and on the Web “over the next few days”, before being followed closely on iOS. Once live, users should see the option to insert a poll in the post composition window and will be able to create a question with up to five choices. Images will be allowed too, Google said.

    PNConnect Insight - Notable mostly for that this is the first time in several months functionality has been added to Google+ instead of being removed, something that may show there is still support for the social network within the company.


    Retail

    Which Types of Product Offers Will Consumers Share on Social Media?

    “Social media users are more likely to respond to product offers shared by friends and family in their networks than to offers included in sponsored posts and social display ads, finds Yesmail in newly-released survey results. While that’s not an entirely surprising result given the generally greater influence of earned than paid media, the study also details the types of deals that are most likely to be shared.”

    PNConnect Insight - It’s not surprising that people are more likely to share deals, since that’s what so many studies show they’re most after from brands. But when you put that together with the fact that restaurant deals are the ones most shared you can see that it’s all about sharing with people who are likely to be geographically local. Social network connections are born at home.


    Switching Stores Is Only A Click Away

    “…in the online world, where less than 3% of browsers actually purchase an item, browsing across multiple websites is only the starting point. Shopping is a multi-tab, back-and-forth process that can lead in many different directions, including immediate purchases, buying on a different device, abandoned shopping carts, and even final purchase offline.”

    PNConnect Insight - More than anything this says a lot about the lack of brand loyalty people have. So, putting this together with other surveys, social media publishing may not be great at driving direct purchases it is good for helping engender just that kind of loyalty.


    Advertising/Promotion

    Snapchat CEO Spiegel Says Untargeted Advertising Is Coming Soon

    “Evan Spiegel, the startup’s 24-year-old co-founder and chief executive, said Wednesday at a conference that the company will “soon” debut its first ads. The messages will appear within the Snapchat Stories feature, in between the photos and videos shared by users, and will not be targeted to individual users based on their tastes, he said.”

    PNConnect Insight - To the surprise of no one. Also interesting that they go out of their way to point out that ads will not be targeted since the implication that they *would* target ads would make it clear they were storing lots more data on their users than those users may be comfortable with.