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 4/30/15: Pinterest Opens Up, Snapchat Gets a Journalist and More

    This Week’s Top Stories

    Pinterest Launches “Marketing Developer Partners” Program
    (MarketingLand, 4/27/15)

    PNConnect Insight – Scheduling Pinterest activity is something brand publishers have long desired and the hope is the list of companies with access to the API will grow beyond this initial 10. While optimizing post times can be good, it’s also important to remember that Pinterest is mostly about search and not the feed.

    PinterestMarketingDevPartners

    Instagram Debuts @Music, Its First Content Vertical

    (Billboard, 4/29/15)

    PNConnect Insight – Instagram getting into the content publishing business is no small matter. Other networks have made similar moves but with Instagram being such an engagement powerhouse and with so big a grasp on an attractive demographic, that they’re looking to create their own content is important and has implications for all the other news brands publishing there.


    Social Media

    YouTube Unveils New Research and Insights Before NewFronts 2015
    (ClickZ, 4/23/15)

    PNConnect Insight – While the findings from YouTube are mainly geared toward advertisers, there’s still lots of good viewer findings that are applicable more generally to all sorts of publishers. And YouTube needs to continue making that case as Facebook continues to make a move into video dominance, including signing a number of major media producers to create sponsored video content.

    How Twitter’s New Abuse Filter Could Backfire
    (Readwrite, 4/23/15)

    PNConnect Insight – Twitter seemingly can’t win when it comes to harassing and threatening tweets posted by its users. They are criticized for allowing these tweets, but when they take steps to address them, pundits rightfully point out that having a filter that can’t be turned off might prevent users from seeing threats being made and knowing of potential dangers. Twitter is to be commended for trying to take a step to limit bullying and worse via its platform, but this may not be the right solution. While brands don’t often find themselves threatened or ‘bullied’ via Twitter, it is good to see Twitter taking its users’ conduct seriously.

    Meet The Company Secretly Running All Your Favourite Social Media Accounts
    (Buzzfeed, 4/27/15)

    PNConnect Insight – There are multiple red flags in this story, despite how attractive it might seem to be able to manipulate social audiences like this. First, the team’s understanding of copyright is more than a little questionable. And the lack of disclosure about what they’re doing – something that’s essential to their success – violates just about every established best practice there is. In other words, this isn’t something to emulate, ti’s a cautionary tale.


    Publishing

    Why YouTube Should Fear Facebook, the NHL Playoffs Edition
    (Re/code, 4/25/15)

    PNConnect Insight – While one case doesn’t prove the entire model, the content around the NHL playoffs would certainly seem to provide evidence that Facebook is not just a competitor to YouTube, but in some cases can significantly outperform it. As algorithm changes continue to impact brand Facebook pages, one possible response is to increase the amount of video content posted to pages. The views and audience certainly seem to be there.

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    Snapchat Persuades Brands to Go Vertical With Their Video

    (Adweek, 4/26/15)

    PNConnect Insight – There’s an old saying that “friends don’t let friends shoot portrait video” but Snapchat clearly wants to change that. This is a case where former best practices – see the above “no portrait video” – don’t always apply to new tools and form factors. While that might still work on other platforms – Facebook, Periscope etc – it’s important to note what’s different here and create unique content that’s optimized for this channel.


    Media/Journalism

    Peter Hamby leaving CNN for Snapchat

    (Politico, 4/27/15)

    PNConnect Insight – Lest there be any doubt about Snapchat’s intention to make itself a legitimate source for news for its audience, this move removes it. The hiring of a well-respected political reporter from an established outlet like CNN​ to be Snapchat’s head of news shows a maturing in the platform and that they’re serious about developing more news capability. Brands that have in the past tended to dismiss Snapchat as irrelevant or as targeting a younger demographic may want to rethink their position and consider exploring Snapchat as a viable option in reaching audiences.


    Tools

    Three New Filters and Emoji Hashtags
    (Instagram Blog, 4/27/15)

    PNConnect Insight – Emoji have become part of a universal/visual language nowadays. Instagram understood this, so it’s integrating it to its search as part of the conversation. Understanding this fact: how can we do it with our brands and other platforms? Obviously the use of emojis shouldn’t be overdone by brand publishers, no matter how hip doing so might make them feel. WordPress also announced publishers can now use emojis both in posts and in headlines.

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    Emerging Tech

    Introducing Pound: Process for Optimizing and Understanding Network Diffusion
    (Buzzfeed, 4/26/15)

    PNConnect Insight – Buzzfeed’s system is incredibly detailed in how it can analyze reader behavior and tie it back to very specific actions on the part of the audience but it comes down to a simple truism of any publisher: Measure what you publish.

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    Retail

    Millennials Want It Now, And They Want It Right
    (MediaPost, 4/27/15)

    PNConnect Insight – Huge and hugely important insights into how this important demographic views their customer service needs and expectations.


    Advertising/Promotion

    Welcoming TellApart to the flock
    (Twitter Blog – 4/28/15)

    PNConnect Insight – One more move by Twitter to beef up its advertising capabilities. This adds some retargeting to the ads and lets Twitter target those ads across devices.


    PNConnect Weekly Reading 4/23/15: New Facebook Newsfeed Changes, “Mobilegeddon” and More

    This Week’s Top Stories

    News Feed FYI: Balancing Content from Friends and Pages
    (Facebook Newsroom, 4/21/15)

    PNConnect Insight – The post outright says that Pages are likely to see a drop in Reach as Facebook once again changes the Newsfeed to prioritize showing updates from individuals. And while Facebook can offer “Best Practices” to brands, as it does here, those only go so far as the social network can at any time change things to reduce the impact of brand Page updates. Jay Rosen offers an op-ed that points out how Facebook refuses to accept any accountability for the dominant role it now plays in the media ecosystem at the same time it seeks to increase that role, primarily by asking media brands to publish stories directly to the site. If you haven’t already had a conversation with a client or manager about resetting expectations and how to work around Facebook’s ever-shifting sands, now’s the time.

    NHL bans media from using Periscope, Meerkat to subvert rights-holders

    (Yahoo Sports, 4/22/15)

    PNConnect Insight – Rights-holders are continuing to run into problems with people using these live-streaming apps to infringe on those rights. While this has been (and continues to be) the case on YouTube for years, these are different in that the main source of revenue that’s being undercut is much more immediate. Make sure that whatever your live-streaming strategy is, it’s in line with copyright best practices.


    Social Media

    Behind the Scenes of Barbie’s Insanely Popular, Painstakingly-Produced Instagram
    (Racked, 4/8/15)

    PNConnect Insight – This is a very cool case study of bifurcating the channels – usually something brand strategists are wary of doing – for a specific reason, one that seems to be paying dividends, at least in some respects. Whenever you start a new channel it’s important to specify what the value proposition is for both publisher and audience and make sure the workflow and tactics are designed to deliver on that value prop consistently.

    barbie-ken.0

    Twitter Just Trademarked “Tweetstorm”; This Is Why They Matter
    (Buzzfeed, 4/18/15)

    PNConnect Insight – We can debate the form factor of a “Tweetstorm” and talk about how the general rule should be that if it takes more than two Tweets to convey your point you should put it in a blog post. Those issues aside, though, it’s interesting that Twitter wants to co-opt yet another user-generated feature and bring something, even if it’s just a term, in-house. It actually sets the stage for them to make this some kind of actual feature as opposed to simply being a description.


    Publishing

    A major change is coming to Google search
    (Business Insider, 4/18/15)

    PNConnect Insight – As if there weren’t enough good reasons to be thinking about your site’s mobile experience, now failing to do so can impact your site’s search results. Responsive design that makes your site able to fluidly and intelligently adapt to a range of devices, based on the detected screen dimensions, is a smart way to adjust for mobile devices and the increasing number of people who use mobile as their on-ramp to the Internet.

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    Introducing FOLD, a new tool (and a new model?) for storytelling

    (Ethan Zuckerman, 4/22/15)

    PNConnect Insight – “Reinventing news presentation” is something that’s been a trend for a couple years now at least. What will be most interesting to see is how soon one media brand or another – particularly those who have abandoned an on-domain hub and gone completely native on social media – begin experimenting with this.

    Introducing Matched content: a new way to help your visitors discover content on your site

    (AdSense Blog, 4/22/15)

    PNConnect Insight – This could be a very interesting tool for surfacing “related content” on your site, assuming you have an AdSense account. While the focus right now is now just for on-domain content it’s easy to see it being expanded to bringing in other sites’ content in the same way Taboola and other services do. For more on content recommendation engines, read this introduction to the topic from the PNConnect team.


    Media/Journalism

    BuzzFeed Says Posts Were Deleted Because of Advertising Pressure
    (The New York Times, 4/19/15)

    PNConnect Insight – The downside for Buzzfeed of experimenting so loudly and publicly is that when they make a misstep – and allowing advertising to influence editorial is certainly a misstep – it becomes something for everyone to pick apart.


    Tools

    Easier than ever to have private conversations
    (Twitter Blog, 4/20/15)

    PNConnect Insight – Twitter has tried this before, but is now rolling out an opt-in feature that would allow you to direct message accounts you’re not following — and allow people who aren’t following you to DM you. The applications are promising on one hand — a user could interact privately with a customer service account without needing a mutual follow to do so — but negative on the other (seems like a ticket to DM spam). It will be interesting to see how many Twitter users opt in to a feature like this, which seems designed to combat messaging apps like WhatsApp and Facebook Messenger.

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    Emerging Tech

    WhatsApp Hits 800 Million Users — 1 Billion by Year-End?
    (Wall Street Journal, 4/17/15)

    PNConnect Insight – And WhatsApp’s getting larger…

    100B messages and 500M users say push still works — for messages that matter
    (VentureBeat, 4/16/15)

    PNConnect Insight – It’s important to remember that push notifications are a privilege, not a right. As the story says, if they become overwhelming people will start turning them off and you don’t want to be at the top of someone’s “most annoying/least useful” list. If your distribution strategy involves push notifications make sure they’re targeted and are truly something the recipient is going to want to see, not just something you want them to see.

    Introducing Hello

    (Facebook Newsroom, 4/22/15)

    PNConnect Insight – Essentially a form of caller I.D. that uses Facebook info instead of whatever you have saved on your phone, this is another move by Facebook to be the single point of identity for people not only on the web but also – especially – on mobile. Meanwhile Google has gotten into the mobile carrier game.


    Retail

    How Millennials Use, or Don’t Use, Social for Shopping
    (eMarketer, 4/21,15)

    PNConnect Insight – Millennials have very specific ideas about the role brands, particularly retail brands, should play on social media and how/why/when they want to engage with those brands. And it’s not as all-encompassing and idyllic a world as some gurus would have you believe.

    Why Target’s web snafus with Lilly Pulitzer are good news
    (Forbes, 4/20/15)

    PNConnect Insight – On Sunday, Target’s much-anticipated debut of Lilly Pulitzer overloaded the retailer’s website and left store racks and shelves deserted. The announcement received mixed reactions from fans of the brand on Twitter. According to Fortune, the craze generated by the Pulitzer line will bolster Target’s image as a place to buy top-notch clothes and home goods.