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 3/5/15: Google+ Isn’t Dead (It Thinks It’ll Go For a Walk), Buzzfeed’s App Strategy and More

    This Week’s Top Stories

    The dress is white and gold. Or, why BuzzFeed won

    “And chasing BuzzFeed was probably the right decision. After all, this is what a lot of people were talking about, briefly. But the long-term effect of this is a growing sameness of digital media. It’s hard to differentiate any sites from each other. Designs are mimicked, viral content is regurgitated. The result: viral sameness. The digital media world is about pageviews. They pull in advertising. That means you need to produce a huge amount of pageviews — it’s why the digital media execs can’t go an hour without talking about “scale” — and keep costs low enough to make up for low ad rates. That’s a tough set of circumstances, and they don’t leave ad-dependent publishers with a ton of options.”

    PNConnect Insight – This isn’t about what color the dress was or wasn’t. Nor is about how Twitter can be used not just for important reasons about also massively trivial ones. It’s about how essentially all, or at least most, media publications are all chasing the same cheap pageviews, a process that’s hurting the overall media landscape. So the next time you read a story about how Buzzfeed and its ilk are the future of media, keep in mind that future includes a race to an ever-shifting bottom, where everyone picks up the same “viral” story to try and eek out their .4% of the traffic the story as a whole will generate.


    Social Media

    How Marketers Use Social to Promote Events

    “US marketers were most likely to use social pre-event to increase awareness, cited by nearly nine in 10. Driving attendance and providing event details such as schedules, information and news were also main use cases. Just under half of respondents were focused on building engagement among their social communities. Facebook was the most effective social media platform during this stage, while Twitter and LinkedIn ranked second and third.”

    PNConnect Insight – Keep in mind two things: 1) Mileage will vary from project to project depending on the company, its goals, its audience and other factors So the results of the study won’t be completely applicable to all case studies. 2) The idea that community engagement is so low is once again held up as de facto negative. But again, not all programs will have community engagement as an essential element. Nor will all programs have the staff scale to make that anything near a reality.

    google plus

    Google Plus might be dead, as ‘Streams’ and ‘Photos’ take its place

    “Photos and Streams are likely an attempt by Google to take the more popular and successful services that are integrated within Google+ — such as its photo editing tools and its integration with other software — and ditch the Google+ branding. The service was launched in 2011, but has struggled to find regular users with many mocking the service for remaining largely dormant.”

    PNConnect Insight – While Google+ has had elements that have been very popular, the network as a whole has been a resounding failure. This move by Google to allow the popular photo elements to stand alone may be the final acknowledgement by Google that Plus hasn’t worked, and may be the equivalent of the patient being placed in hospice. For all intents and purposes, Google+ is dead and should not be a focus for any more content updates by brands — although brands with a significant amount of photo content may still wish to use the Photos feature.

    Gen Z Influencers to Brands: Let Us Be Ourselves — and Forget Tumblr

    “And marketers want to reach them, too, which is why they are increasingly turning to content creators with fame on mobile platforms such as Snapchat, Instagram and Vine. And they’re shelling hefty fees to do so — sometimes as high as five figures per snap, photo or video. The market’s potential became clearer two weeks ago, when Twitter agreed to buy Niche, a digital talent agency for social influencers. It makes sense. The influencers, like the YouTube stars before them, understand the platforms. And they can often execute two of the most desirable, difficult tasks for advertisers targeting younger audiences: mobile and native.”

    PNConnect Insight – Influencer marketing is a whole thing that, in many ways, has outgrown the traditional kind of research and outreach that used to be done through Technorati back in the day. Not only that, but this reinforces the idea that young influentials are all over the place and not tied to one network or another, but instead can be scattered across the social media map.


    Media/Journalism

    What The Hell Are We Doing With Apps?

    “As we thought about what the best experience for each of these things would be, it became increasingly apparent that shoehorning all the ways to experience BuzzFeed into one app doesn’t make sense. We don’t see it as “unbundling” as much as focusing. Instead of having one baseline for all types of stories and media we need to build apps that can excel at providing the best experience for each.”

    PNConnect Insight – In short, Buzzfeed is going to keep throwing apps out there for different niche experiments to see what works and what doesn’t. This isn’t a lesson that’s applicable to all media organizations, though, because they lack the scale to do this kind of trial and error with something as important as apps. But the attitude that audience interest and interaction is more important than protecting the almighty brand is a lesson that *can* be used, at least in most cases.

    A page we can call home…

    “Today we’re very excited to announce that http://circanews.com is finally ready for your reading pleasure. Our new homepage has many of the same features as the app does and over time we’ll finish that off so that the web is just as capable as our app experience.”

    PNConnect Insight – There’s sort of a reverse form of evolution going on where, instead of websites becoming apps, apps are embracing the web and realizing it’s important for them to have a presence online. There are all sorts of implications to that, though it’s of note that the new Circa site doesn’t include such Web 1.0 functionality as an RSS feed. Nor did they deem the site important enough to put the official announcement on-domain.


    Tools

    Google will begin ranking mobile-friendly sites higher starting April 21

    “Big changes to Google’s search algorithms are coming: beginning April 21, the company will increase the ranking of sites that are mobile-friendly and surface app results much higher. The company says that the change will have a “significant impact” on all mobile searches in all languages worldwide, but as a result Google says that users will find higher quality results.”

    PNConnect Insight – The debate has always been whether to optimize for the mobile web or build a native app. The answer has always been “both” but this change reinforces that. If you haven’t looked at how your site performs in a mobile browser, it’s time.

    blogpost1

    Embed Twitter-hosted video on your website

    “With the new embedded video widget, you can highlight Twitter-hosted video on your website, enhanced by the same JavaScript used to render Tweet buttons and embedded Tweets.”

    PNConnect Insight – Twitter, like Facebook, wants to own more of the media experience. This update, which isn’t all that different from being able to embed any other Tweet, at least shows that Twitter understands there’s a bigger web out there and wants to play well with it.


    Emerging Tech

    Publishers love the Whatsapp’s potential, but struggle with execution

    “Still, for the publishers putting work into WhatsApp, the platform is worth the effort. York said that the click-through rate for WhatsApp alerts is “insanely high” compared to Twitter and even Facebook. While the numbers vary depending on the story, click-through rates for Huffington Post WhatsApp can be as high as 60 percent.“If we had as many people signed up on WhatsApp as on Twitter, that would translate to some massive numbers,” York said. Likewise, WhatsApp is an attractive platform for publishers because it helps them look beyond Facebook, which still dominates their social strategies.”

    PNConnect Insight – Messaging apps like WhatsApp and Snapchat are still a great unknown quantity for brands and other media publishers. The returns being seen, either in clicks or in engagement, are sometimes massive but it’s a time- and resource-intensive process. And since the landscape has shifted so dramatically as to not just dethrone incumbent social networks but to eliminate the position altogether there’s no guarantee that the substantial effort being dedicated now won’t be needed on something completely different in eight months.

    Twitter Vets Launch OneShot, An App For Highlighting And Tweeting Screenshots Of Text

    “A pair of Twitter vets today launched a handy mobile application called OneShot that makes it easier to share screenshots of text to Twitter, along with your comment and a link to the page in question. The new app also optionally allows you to crop the image, highlight a selection of text, and even add a brightly colored background to make your screenshot stand out better when displayed in Twitter’s stream.”

    PNConnect Insight – This is an interesting dedicated app for what amounts to a Twitter hack, the posting of screenshots of highlighted text as an image to get around Twitter’s character count limit. Medium rolled out something similar recently, adding a tool that automatically took a screenshot of highlighted text that could be easily shared to Twitter. It’s not clear why this is the ultimate tech problem to be solved, but here we are.


    B2B

    b2b-marketing-channels

    92% of B2B Marketers Use Social Media to Share Content

    “More than nine in ten business to business (B2B) marketing executives use social networking sites to distribute content, but just one third rely on mobile, reveals a new study.”

    PNConnect Insight – Businesses from all over the world have been discovering how social media aids in success and growth. Geo-targeting is an effective way to deliver messages to specific visitors based on their location. One of the most important things about using social media is it allows your business to engage with its customers. Companies can receive instant feedback from its consumers’ perspective. With the help of social media, sharing content is fast and easy. Your social media efforts will have optimum results if they’re adapted by platform. In order to get your customers to share content with their followers, you want to be sure your social media content aligns with your target audience.


    Hashtags: Not So Super

    In the annual barrage of stats on Super Bowl ads and social media, one figure stood out: 50% of the commercials contained a hashtag. This was actually a drop from 57% in 2014, but easily outpaced Facebook or Twitter mentions (7% and 5% respectively), not to mention rising platforms like Snapchat (1%) and even good old-fashioned URLs (not even 45%). Why does it matter? Because a hashtag is the least managed or manageable option for making a digital connection in an ad.

    likeagirl

    The point of a hashtag, at least in theory, is to provide a single rallying point for conversation around a topic. A company will encourage social media fans to use #fillintheblank when talking about something in particular. A good hashtag should be:

    • Unique: It shouldn’t already in regular use around an unrelated topic. This also helps with tracking relevant usage and engagement.
    • Memorable: It should be easy to recall, for the same reason a law firm might want “LEGAL” as the last five digits of its phone number. Making a hashtag memorable drives actual usage.
    • Contextual: It should make sense within the bigger picture of an event, campaign or topic.
    • Functional: Most importantly, it should give followers something worthwhile to do with it. If you’re going to encourage people to use a hashtag, it’s critical to answer the question, “And then what?” Is it part of a contest entry? Are you curating the best updates on Twitter, on-domain or through a service like Storify? What value does the audience get from using the hashtag? Too often, marketers forget the next step, preferring just to show off engagement and usage.

    realstrength

    A hashtag can be useful, but its value in a paid advertising campaign is questionable. Here’s why:

    • It’s not managed: No one owns a hashtag. What’s the upside of promoting something that can’t be directly maintained?
    • Long-term value is negligible: We’re no longer in a world where a 30-second spot is ephemeral. Commercials live on for years on YouTube and Facebook. That hashtag might be relevant now, but how about in six months?
    • Pivoting when the conversation goes south is difficult: There are countless examples of a brand-promoted hashtag getting hijacked by someone trying to derail brand messaging. At that point, drawing attention to the hashtag only brings more eyeballs to off-brand messages.
    • The call to action is often nebulous: Am I supposed to share my (fill in the blank) memory? Am I supposed to use it when I’m feeling inspired? Am I supposed to search for it and see what everyone else is saying? This tends to be unclear.

    For most brands, guiding people toward managed channels like Twitter, Facebook, and Instagram has much greater long-term value. The call-to-action is easier to convey (“Follow/Like us…” “See more at…” etc.). Plus, if the publishing program is well-managed and the initial ad makes a clear value proposition, it’s an attractive opportunity for someone to align themselves with the brand. That means a long-term audience is being constructed that has opted-in to participate in ongoing communications with the brand.

    makeithappy

    Next time you’re planning a social conversation campaign, consider which has more long-term value: an ephemeral hashtag that is mostly outside your control or a managed channel that is tailored to offer value to your audience.