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 7/2/15: More Facebook Updates, Twitter Chat Mistakes, and More

    This Week’s Top Stories

    News Feed FYI: Taking into Account More Actions on Videos
    (Facebook Newsroom, 6/29/15)

    PNConnect Insight – Like a previous News Feed adjustment, this algorithm update looks beyond overt engagements, such as Likes and comments, to other indications of interest, such as turning on the volume for a video, when deciding what to show you. This new algorithm allows Facebook to determine more accurately which videos people really want to see. Things are getting easier for users, more interesting (and sometimes challenging) for brands, and more beneficial for Facebook. For individual users facing information overload, this could be an experience upgrade. But for brands, the update strengthens the case for uploading native Facebook video rather than linking to YouTube or Vimeo videos. You can’t just pump loads of video into your Facebook stream and count on Facebook to deliver it to your audience. Your video content has to be interesting and engaging from the first second, and should not always rely on sound to convey their message. Savvy brands will be taking a much more strategic look at the video they produce as a result of this algorithm change.

    E. L. James’ Disastrous Twitter Q&A Demonstrates Why Social Media Sessions Are Risky
    (Adweek, 6/30/15)

    PNConnect Insight – The lesson of this cautionary tale isn’t to avoid Q&A sessions altogether. The lesson is to be realistic about hostile audiences and steer clear of public discussions that are likely to engage them. If anyone in the room had been comfortable pointing out the potential ways this could go south, the team likely would have scrapped the idea.

    EL James


    Social Media

    Facebook’s Snapchatty New Photo Uploader Lets You Overlay Text and More
    (TechCrunch, 6/28/15)

    PNConnect Insight – This move is in line with Facebook’s general strategy: If a feature on another social platform seems to be catching on and resonating with users, either mimic it or buy the platform. As such, the move says as much about Snapchat as it does about Facebook. It will be interesting to see whether this new feature boosts Facebook’s popularity as a photo-sharing option, especially with millennials, or whether it just serves to highlight Snapchat’s feature set.

    Facebook Makes It Easier to Share Links Without Ever Leaving Facebook
    (Recode, 6/25/15)

    PNConnect Insight – The app update, which lets users search for links to share, has a notable limitation: It only includes links that have already been shared on Facebook. This feedback loop could end up making the News Feed more insular. If someone wants to share a link to a story but can’t find it because no one else has shared it, they may decide the extra step of grabbing the link from a mobile browser isn’t worth it. The link never gets shared, and a potentially important voice never gets added to the conversation. This underscores the need for brands to share links to owned content when it’s relevant to the Facebook audience.


    Publishing

    Rights Management 101: The Dos And Don’ts Of User-Generated Content
    (Marketingland, 6/26/15)

    PNConnect Insight – With so many brands now interested in user-generated content, it’s useful to see some general guidelines on how to do it well and avoid upsetting the people you’re trying to engage — or worse, violating rules on fair use. These suggestions are rooted in solid thinking and are worth consideration.

    broken-pencil-writing-content-ss-1920-800x450

    Google+ Brand Posts Will No Longer Show Up On Google Search Cards
    (TheNextWeb, 6/30/15)

    PNConnect Insight – Google keeps saying Google+ isn’t dead, while taking actions that increasingly marginalize the network. The micro view of this announcement is that your brand’s Google card will no longer show information sourced from your Google+ page. The macro view is that no matter what Google says it’s going to do, Google+ is most likely dying as a platform and isn’t worth the investment of resources and effort for many brands.

    Marketers’ Favorite SEO Tactics And Metrics
    (MarketingProfs, 6/29/15)

    PNConnect Insight – We’ve said it before, we’ll say it again, and the industry appears to agree: Creating relevant content for your audience is the best way to get your content discovered. If your content isn’t relevant to the interests of your audience, any other tactics you employ aren’t likely to do much good. With 46% of survey respondents listing relevant content creation as one of the most difficult SEO tactics to execute, it’s safe to say that while we as an industry are beginning to “get it” conceptually, we’re still struggling with it tactically.


    Media/Journalism

    Publishers Prepare to Ramp Up News Distribution on Facebook’s Instant Articles in Coming Days
    (WSJ Digits, 6/24/15)

    PNConnect Insight – Regardless of how this turns out for the publications themselves (which is likely to be a short-term bump devoid of long-term brand loyalty), this will be good for Facebook, which gets to keep all that juicy audience data. Also, the ~30 posts/day some publications have planned is substantial, a factor that ordinarily would mean they’d get penalized in the News Feed. But Facebook will likely give them a pass, at least at the outset, to incentivize this behavior.


    Tools

    Even Messenger Wants To Get Away From Facebook
    (ReadWrite, 6/24/15)

    PNConnect Insight – Allowing people without Facebook accounts to sign up for Messenger will help Facebook increase the app’s user base, which will makes the tool more enticing for developers, which is what this play is really all about. Allowing people to access their iOS or Android apps from within Messenger drives revenue opportunities for both developers and Messenger. Given Messenger’s ability to use mobile networks as the entry point for access, it may be that Messenger, not even Facebook itself, is the biggest opportunity for Facebook as a company.

    Meerkat Introduces Embed Option For Livestreaming
    (Fast Company, 6/26/15)

    PNConnect Insight – This is super-smart and along the lines of what we proposed here as a potential next step for live-streaming apps. This update doesn’t go as far as a profile page, but it’s a move in that direction.

    Shazam is Adding Social Features to Try to Become More Than Just a Blue Button
    (TechCrunch, 6/29/15)

    PNConnect Insight – Aiding discovery is a noble goal, but as an app primarily known for identifying music, Shazam may be overreaching in trying to become its own insular social network. As usual, everyone feels that if they do one or two things really well then they want to be known for more than just those one or two things, even if that means downplaying existing functionality.

    Shazam-app-watermarked

    Blogging Site Medium Rolls Out Password-Free Email Logins
    (TechCrunch, 6/30/15)

    PNConnect Insight – This makes a lot of sense, as it further lowers the barrier to entry for new users.

    The One Irrefutable, Universal Law Of Podcasting Success
    (CopyBlogger, 6/27/15)

    PNConnect Insight – While there’s a certain amount of “well, duh!” to this post, it makes a valid point. Brands or organizations that want to succeed in podcasting have to keep at it regularly to build relationships with their audiences. You can’t expect success overnight, and you can’t expect listeners to keep coming back unless you’re there reliably with useful information. An irregular recording and publishing schedule doesn’t serve the listeners or the brand.


    Emerging Tech

    Mobile Video Views Jump 100% YoY in Q1 2015, Up 367% Since 2013
    (Marketingland, 6/26/15)

    PNConnect Insight – This report indicates that mobile views will exceed 50% of all online video views by Q3 of 2015 (which begins this week). This is another reminder of the importance of a responsive site design, geared to the needs of mobile users as well as desktop users. Meanwhile, as you create video for your online presence, bear in mind that up to half of the views may come via smartphone or mobile device. Small text or detailed video may not be effective.


    Retail

    Buyable Pins Start Rolling Out Today!
    (Pinterest Blog, 6/30/15)

    PNConnect Insight – This is official now. The rollout is still limited to an initial set of launch partners, but retailers can sign up for updates when the program starts expanding.

    iPhone6-categories-shop

    Millennial-Focused Small Businesses Set Up Shop on Social
    (eMarketer, 6/30/15)

    PNConnect Insight – It’s good that businesses are using social media to reach snake people millennials, since that’s where their customers are. But if they’re focusing heavily on Facebook, as the article suggests, and not other networks that are increasingly popular with this demographic, they’re fighting today’s battles with yesterday’s research.


    Global

    Baidu To Invest $3.2 Billion Developing Online-to-Offline Services In China
    (TechCrunch, 6/30/15)

    PNConnect Insight – For brands with operations in China — especially B2C operations — this is a significant development. Baidu is China’s Google, and being able to connect online searches with offline merchants’ point-of-sale could make e-commerce much easier in China. If you do B2C business in China, this is something you’re going to want to watch, as Baidu moves from connecting people with information to connecting people with services.

    Targeting 1 Billion People, Facebook To Open Its First African Office
    (Mashable, 6/29/15)

    PNConnect Insight – With 1 billion inhabitants and several emerging economies to focus on, Africa presents Facebook — and those brands doing business there — significant opportunity. As the article notes, more than 80% of African users access Facebook via mobile. Consequently, Facebook will work on cementing relationships with advertisers and small businesses to support them in the mobile ad space. This means that if you can ship there, you can advertise there and do business there. Not all brands are looking to expand their presence in Africa, but for those that are, this is a welcome move by Facebook.

    Lessons from LinkedIn CommsConnect

    In May, LinkedIn (a Porter Novelli client) hosted LinkedIn CommsConnect, a discussion on the value of employee voices, executive writing, and starting conversations. PNConnect’s Andy Stoltzfus shares key takeaways.

    ON EXECUTIVES AND WRITING

    When an executive posts personal thoughts and insights on social media, it can have a powerful effect — especially when it’s genuine. LinkedIn CEO Jeff Weiner noted that ghostwriting is obvious to readers and can undermine your message. Executives (and companies, for that matter) need to use their own voice — they can’t allow others to define their story. Activating employee voices is key as well.

    The discussion touched on what to write about as well. Weiner recommended focusing on topics where (1) the subject matter means something to you, and (2) you can add something valuable to the conversation.

    Leaders need to feel comfortable saying externally what they’re saying internally. It may seem counter-intuitive, but transparency is key to controlling a story. Simply put, when leaders don’t frame their company’s key issues themselves, others will.

    An effective routine is also important. Weiner writes a post every other weekend, early in the morning, before his kids wake up. Most posts are on topics he’s passionate about, and that helps the posts write themselves. Today, he writes and edits a first draft of each post in as little as 20 minutes.

    Photo courtesy of LinkedInLinkedIn CEO Jeff Weiner

    ON STARTING A CONVERSATION

    With so much noise in the social media space — including on LinkedIn’s own publishing channel — it’s important for brand and individual publishers to start conversations, rather than simply broadcast their own messages.

    Roth shared several useful recommendations:

    1. Do something unexpected.
    2. Be quasi-controversial (not bland)
    3. Tie into current/relevant external conversations (leverage context).
    4. Bring a unique and unexpected perspective.
    5. Scrap the official message (see Points 1-4).
    6. Find a niche. Be a boutique.

    Photo courtesy of LinkedInCrisis management expert Judy Smith
    and LinkedIn Executive Editor Dan Roth

    ON ENGAGING DIFFERENT AUDIENCES
    ON DIFFERENT CHANNELS

    Weiner and Dan Roth, LinkedIn’s executive editor, discussed lessons learned from the announcement of LinkedIn’s recent acquisition of lynda.com. In conjunction with a corporate blog post targeted to users and a press release targeted to investors, Weiner and lynda.com’s co-founder, Lynda Weinman, both published corresponding executive posts to LinkedIn. Between these posts and press coverage in mass and niche media outlets, the team spread the news far beyond the reach of the corporate blog or press release.Including the executive LinkedIn posts in the core announcement gave journalists an important valuable resource. In fact, press coverage quoted these posts more than any other source. Publishing central, high-profile statements saved executives’ time, ensured the quotes were on-message, and extended the humanized voice of both leaders.
    Photo courtesy of LinkedIn

    “Companies who discover and amplify their employees’ voices — just as much as their customers’ voices — are going to be the ones with the largest and most impactful voice.”
    — LinkedIn executive editor Dan Roth

    ON AMPLIFYING EMPLOYEE VOICES

    According to Roth, a former Fortune writer, reporters are likely to shut out corporate pitches and look directly to employees and users. They want to get the real story, not the official version.

    Roth noted four key questions to keep in mind when identifying potential employee thought leaders:

    1. Are they already speaking externally (officially or unofficially)?
    2. Are they experts on a particular topic?
    3. Are they active content creators (officially or unofficially)?
    4. Do they have significant existing reach and profile views?

    Weiner underscored the point that the authenticity, vision, and humanity that comes from employees publishing content almost always resonates more than official comments. That’s why encouraging employees to share and write on their own is such a valuable element of a brand publishing program.