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 2/4/16: One Generation Got Old, One Generation Got Soul

    This Week’s Top Stories

    Using Qualitative Feedback to Show Relevant Stories

    (Facebook Newsroom, 2/1/16)

    PNConnect Insight – Just when you thought it was safe to go back in the algorithm… Facebook changes it again. For users this change is probably welcome, as it furthers Facebook’s efforts to help viewers weed out “viral” content and help them see more of the stories they are most likely to engage with. But for brands and marketers, Facebook is once again making it harder to reach the audiences we spent years cultivating (and in many cases, paying Facebook to help us attract). Facebook software engineers have noted that page owners should avoid asking users to take specific actions (like “click here”) in posts to avoid negative changes to referral traffic. (Keep a sharp eye on your referral traffic in the next few weeks to check for this change’s impact.) The bottom line is that Facebook is making it harder for brands to reach Facebook users without paying for the privilege.

    fbwm_cw_071
    Image via Facebook


    Social Media

    Twitter experiments with trending tweets in the timeline

    (VentureBeat, 1/30/16)

    PNConnect Insight – Sure, why not. Can’t hurt, right?


    Publishing

    “Showing People What They Want”: A Timeline Of Facebook’s Recent News Feed Tweaks

    (DigiDay, 2/2/16)

    PNConnect Insight – It’s hard to keep up with all the changes Facebook makes to its mysterious algorithm. Here’s a handy primer on the changes of the past two years.

    facebook-emoji
    Image via Digiday


    Media & Journalism

    Magazines Boost Social Media Audiences, Add 220M New Likes, Followers

    (MediaPost, 2/1/16)

    PNConnect Insight – Not that this isn’t a good thing, but is audience acquisition still a major success metric? While 100,000 people who have liked/followed/subscribed is a better than 1,000, on most social networks you’re still only going to reach 2-3% of that audience. A more important metric is how many site visits are generated by those fans and whether traffic to on-domain content goes up.


    Snapchat CEO Evan Spiegel Touts Deal for Vanity Fair’s Hollywood Issue

    (Variety, 2/1/16)

    PNConnect Insight – This is certainly a great boost for Snapchat’s Discover section, but concerns about ROI remain. What’s the long-term brand affiliation for Vanity Fair? Does the publication have a long-term plan for Snapchat or other ephemeral media? Will this actually move copies of the issue when it’s on sale, or is looking at the beautiful picture enough for most people? These questions need to be answered before the campaign can truly be a success.


    Tools

    Expanding Live Video to More People

    (Facebook Newsroom, 1/28/16)

    PNConnect Insight – This has long been expected. What remains to be seen is how this live video option will play in the Newsfeed algorithm and how it will compete against Twitter’s Periscope or the (still independent and functioning) Meerkat. Half the time Facebook’s experiments kill all competition in their market and half the time they fade out after a year of non-usage, so we’ll have to see how this plays out. In the meantime it may be worth experimenting with live Facebook video to see if it resonates with your audience.


    One billion

    (Whatsapp Blog, 2/1/16)

    PNConnect Insight – This is a big number that is sure to thrill Facebook, which owns the app. This is also us resisting the urge to go for the easy Dr. Evil joke GIF.


    Global

    New Internet Users In China Are Mobile Internet Users

    (eMarketer, 2/2/16)

    PNConnect Insight – As China’s population continues to come online, they’re doing so via mobile — 71.5% of new users surveyed said they accessed the Internet via mobile device. As your brand considers or refines its China strategy, you absolutely must consider a mobile-first approach.


    Retail

    House Of Fraser’s #Emojinal Campaign: Massive Fail Or Marketing Genius?

    (eConsultancy Blog, 2/2/16)

    PNConnect Insight – It’s so important that brands remember “who” they are when they’re online. Every brand should have a unique voice and tone that fits the brand and is consistent with its offline “personality.” Whenever a brand strays too far from that voice or tries too hard to be “cool” online, bad things usually follow. Your social media team needs to agree on a concrete definition of your brand voice and stay consistent with that voice as they develop social content. Beware of emojis, filters, and slang that, while popular, may confuse or alienate members of your typical audience.

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    Image via eConsultancy Blog


    Emerging Tech

    3 Reasons B2B Marketers Must Embrace Mobile… Now

    (SearchEngineLand, 1/29/16)

    PNConnect Insight – As you’ve probably already guessed, the seismic shift toward mobile is not just a B2C phenomenon. A large swath of B2B users are accessing content via mobile devices. If your B2B strategy doesn’t include mobile content and advertising, you’re falling behind.


    Magic Leap Just Landed An Astounding Amount Of VC Money

    (Wired, 2/2/16)

    PNConnect Insight – $793.5 million in series C funding is almost unbelievable; this is an historic investment. And when you look at the companies represented among Magic Leap’s investors and Board — Alibaba, Google, Qualcomm, Warner Brothers, Fidelity, J.P. Morgan — it lends credibility to the company and its plans. Between the VC excitement around Magic Leap, the buzz and excitement around Oculus Rift at CES, the New York Times and others launching VR apps via Google Cardboard, and PlayStation’s impending release of PlayStation VR (note: PlayStation is a Voce/Porter Novelli client), virtual reality is now actual reality. This represents a monster opportunity — first for the technologists and gaming companies who have built the technology and provide the entertainment, and second for marketers as they feel out the bold new world of promoting within virtual reality.


    Advertising/Promotion

    Snapchat Is Slowly but Surely Letting More Brands Run Long Video Ads

    (Adweek, 1/28/16)

    PNConnect Insight – Will people who are coming to Snapchat Discover for quick-hit news have a tolerance for movie trailers and other ads that run over two minutes? We’ll be finding out soon.


    4 Social Platforms That Could Steal Big Super Bowl Bucks Away From Twitter

    (Adweek, 1/31/16)

    PNConnect Insight – It’s all about “real time,” nevermind that most of these executions will be prepped well in advance. We’re all living in the “dunk in the dark” world that followed Oreo’s impressively quick thinking a few years ago, even though most social media teams aren’t structured in a way that makes that kind of rapid reaction possible. Anyway, everyone wants to tap into the real-time ad dollars from agencies and that could be bad news for Twitter, despite the fact that much of the public-facing conversation about the game will still be taking place there.


    Twitter’s Branded Emojis Come With a Million-Dollar Commitment

    (Adweek, 2/2/16)

    PNConnect Insight – If anything, this price seems a bit low. What’s interesting is the way these custom emojis are often tied to some other ad buy, whether it’s a Promoted Moment or Trend or other unit. Not only that, but in the case of some plans for this weekend’s Big Game, they’re being run in conjunction with TV spots, creating a cohesive cross-platform advertising moment for the company in question.


    Branded GIFs on Kik

    (Kik Blog, 2/2/16)

    PNConnect Insight – First movers will likely receive a discount, but you have to wonder how much these companies are paying for GIFs with a brand watermark. Still, it makes sense to provide officially created GIFs on a widely used platform so that people can easily share images and spread brand messaging at the same time. The main problem is that the branding, while essential to the company, may get in the way of people sharing the GIFs, since they just want to express themselves without a brand name getting in the way.


    Consumers Keep Marketers on Their Toes (per usual!), Tamar’s Content Marketing Crush + 30 Second Skippable Pre-Roll Ads

    PNConnect New York Digital Digest: 1/29/16

    Every week here in the Porter Novelli New York office, where our PN Connect digital team creates and executes content strategy for healthcare clients including Cardinal Health and Johnson & Johnson, financial institutions like Sammons, and consumer goods like Bel Brands and HP Inc, our team gets together to share research, product and platform developments and content marketing best practices. It’s kind of a digital show and tell, and it allows us to step outside of our inboxes and apply some critical thinking to what’s happening in the content marketplace. And in turn, we’d like to share them with our digital colleagues across the PN Connect global network and our clients.

    JULI SHEPEL

    Juli  is Porter Novelli’s VP of Strategic Planning, Analytics and research. She helps clients and internal teams to develop data-driven actionable insights to inform communications tactical and strategic plans as well as measure and analyze public relations efforts across various verticals including consumer, food and nutrition, healthcare and technology.

    Most marketers can’t predict the customer journey and admit they aren’t maximizing revenue

    Only 5 percent of marketers say they have mastered the ability to adapt and predict the customer journey and truly understand which actions will derive maximum value. A new report by CMO Council, highlights the rapidly evolving marketing landscape that must race to meet the continuously shifting customer consumption behavior. Personalization remains a high priority for marketers, and, in general, the report offers a hard reality check, showing once again that in the real world of marketing, having access to the data isn’t, in itself, that useful. Having clean data that provides a full 360-degree view of the customer, thereby opening up the opportunity for personalized marketing, does help. Unfortunately, most marketers just aren’t there yet.

    TAMAR ANITAI

    Tamar is Porter Novelli’s Senior Vice President of content strategy. She develops actionable content strategies and social marketing plans, platforms and solutions that position each client’s unique offerings in an organic, engaging manner and reaches target audiences in a creative, unique brand voice. At Porter Novelli, she’s developed content strategies for HP, The Hartford insurance, The Shops at Columbus Circle, Johnson & Johnson, and Cardinal Health, as well as executions for chefs within Orange Palate, Porter Novelli’s boutique culinary practice.

    The Content Landscape In 2016: A Continued Need For Content Expertise, Shift From Media Spending To Content Marketing Operations, And Content Methodology

    At the risk of sounding mildly indecent or too forward, I’ll be blunt: I’m kind of a little in love with Contently’s Joe Lazauskas. In a content marketing way! Like more than a casual Facebook acquaintance whom I like too much to hide but not enough to hang out with in real life… but less than my actual real-life husband. I platonically like-like Joe. Like, a lot. Which is to say his insights into content marketing, content distribution and the ever-changing digital content landscape are amongst my favorites.

    His recent Contently article, “5 Big Ways Content Marketing Will Change in 2016,” featured a few excellent points about content marketing and its evolution into and relationship with content distribution.

    I’m not going to round up my five favorite points because that’d be a roundup of a roundup, and I respect myself and you (and Joe!) too much to waste your time doing that, but his focus on the increased need for content and editorial specialists is noteworthy to me, both because I come from 15 years in the digital editorial space (and because I’m a selfish narcissist!), but also because brands and agencies are realizing the importance of this specialty skill in growing digital and traditional but, most importantly, integrated business.

    He explains, “I think that marketing execs are going to realize a rather obvious point this year: You can’t just tell a career marketer to “do content” and expect to compete in a Hunger Games-esque media arena. That’s not a knock against marketers; it’s just that writing, editing, videography, and content strategy are specialized skills.” True, Joe!

    Another important prediction from my content crush is a shift from media budgets into content marketing operations, leading to much higher returns on content programs. This is a result of content experts understanding platforms, audiences and how and where content is consumed and investing in those distribution platforms. What good is good content if your content distribution model is no good… or worse — non-existent?

    And finally, the third of my favorite of Joe’s (can I call you Joe?) points is on the shift from overly stylized, bloated content strategies and plans to actually just hitting the ground running (after identifying your audience), publishing content and then optimizing what’s more important than measuring and adjusting content. (While planning and understanding your client and their offerings is an essential step in the content creation process, your client will probably thank you profusely when you actually start creating content versus spending their precious financial resources on talking about creating it, amirite?)

    “ …Testing your assumptions is usually the best plan. You research, create content you think your audience will like, test some distribution channels, and then adjust your outlook for the next round of publishing. You spend your budget getting actual results and evaluating your assumptions, not on a fancy plan. And you get better over time,” Lazauskas explained, distilling content planning down to its purest essence. “Instead of content strategy, we’ll begin to talk about ‘content methodology,’ the process of continuously creating, distributing, and optimizing content for the next round of publishing.”

    The emphasis on methodology was especially salient, true, and reassuring, because at Porter Novelli, when we’re in the early planning phase of any digital content marketing program, we start with the simple model of…

    Audience + Content + Measurement

    Glad to see my content crush and I agree on that too. If he likes short walks on the beach and Doritos, then he’s officially my unofficial digital dream dude.

    JESSICA KENDRA

    Jess helps clients and internal teams answer critical questions about campaign strategy and performance using any data they can get their hands on. Porter Novelli has a genius team of technical analysts who tap directly into the APIs of most social media platforms, granting access to the most useful data, allowing analysts like Jess to tell full, compelling stories about brand performance and opportunities.

    Twitter gets longer, again, this time by adding 30 second pre-roll

    As a social media analyst, I wonder what I did to make Jack Dorsey mad, because upping the character limit to 10,000 is literally the worst thing he could do to my life. Twitter had built this beautiful world filled with super analyzable, 140-character-long pieces of content, and then decided, “screw it”, in a move that seemed as strange as if Spark Notes were to exclusively offer heavily-annotated encyclopedias. As a consumer, I was mildly annoyed.

    cat 012916

    But then Twitter dropped another bomb. COO Adam Bain recently confirmed that Twitter is testing 30-second skippable pre-roll ads. The standard had previously been six seconds.

    The ads appear before videos created through Twitter’s Amplify program, in which media partners such as BuzzFeed and Fox Sports post videos surrounding major cultural highlights like game day clips and memorable Oscar moments. Now instead of six seconds, users are subject to 30 seconds or more of advertisements when accessing these clips.

    The Twitter medium, which was founded on the beauty of limitations and brevity, is removing limitations for video advertisers. Digiday notes that most TV advertisers have 30-second spots, so the move allows more advertisers to explore Twitter video advertising with less retro-fitting.

    Twitter is a business and businesses need to make money, and the difference between six seconds and 30 for only certain content doesn’t seem like a huge deal, but Twitter continues to dance closer to the line where they risk alienating consumers. For now, the workaround lives in the skip button accompanying the pre-rolls, but who knows how long that will be an option.