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 7/24/14: Blogs Grow on Mobile, Facebook Adds Save Functionality and More

    Social Media

    US social media use evolving

    “Lean-back behaviour has been characterised as more passive, and associated with longer attention spans, while lean-forward behaviour is associated with higher levels of engagement, active scanning for content, and higher levels of purpose. The general growth of lean-forward behaviour has led to a similar shift in the way Americans are using social media – fuelled by smartphone usage and exemplified by multiscreening – according to new paper from media agency network UM: Cracking the social code: Aligning consumers’ need states to marketing objectives.”

    PNConnect Insight – This isn’t so much a seismic shift as it is the current state of a shifting landscape. Right now there’s more active behavior among those on social networks as they seek out specific information, but that could change in six months. Right now, at least, this is the state of things and it means that keywords, links and more are pretty important as people search for what they’re looking for.


    Blurred lines: Are YouTubers breaking the law?

    “The reluctance of some YouTubers to clearly mark advertorial is neither new nor something that’s unique to YouTube: magazines and newspapers have long wrestled with the word. Even if a piece of advertorial provides a truthful representation of the writer or broadcaster’s personal opinion, the label acts as a warning to readers and viewers that, at very least, there is a risk of prejudice.”

    PNConnect Insight – It’s important to remember what, exactly, the guidelines and rules are for advertorials, native ads, sponsored content and everything else. And more than that it’s important to remember that much of the burden for disclosure rests on the side of the brands, who need to work to make sure there’s no confusion in the minds of the audience.


    Publishing

    Why Online Audiences’ Mobile Migration Isn’t All Bad News for Blogs

    “First the bad news. Tumblr, WordPress, Blogger and Medium have each experienced double-digit declines in U.S. desktop traffic in the past year, according to numbers from comScore. Three of them — Tumblr, Blogger and WordPress — have recouped some of their audience on tablets and smartphones, to the point that their respective mobile audiences are now bigger than their desktop ones. But so far, only WordPress has been able to offset its desktop declines enough to spur overall traffic growth.

    PNConnect Insight – It’s interesting that with so much focus on social networks that blogs – even things like Medium which aren’t what would be considered blogs in the traditional sense – are seeing such growth on mobile devices. This speaks to the long-lasting value of owning (in one sense or another) a permanent piece of digital real-estate as opposed to renting property on social networks.


    Instagram’s war against the click

    “Instead, keeping Instagram entirely self-contained (for now) is integral to both its consumer and ad strategies. The company has been laser focused for the past four years on making photo-sharing as quick and simple as possible. Adding link-sharing could divert from that niche, said an Instagram spokesman. In other words, Instagram isn’t going to make the mistake of most digital advertising and be hostage to the click because there are no clicks to count.”

    PNConnect Insight – As the article says, it would be easy – and profitable – for Instagram to allow links in photo captions. Instead they’ve opted to keep the experience pure, for lack of a better word. For publishers that means it remains a platform where they can do something truly unique, focusing more on creating an interesting and engaging experience for the audience as opposed to be focused solely on clicks and conversions.


    Media/Journalism

    Websites Like Thought Catalog and Upworthy Aim to Uplift

    “Anchored by websites including Thought Catalog, Upworthy and ViralNova, this is an Internet that aims to lift up, not take down. The amount of content on these sites and others like them on any given day is mind-boggling: One wonders how so many feel-good stories can possibly be happening at the same time.”

    PNConnect Insight – While some have begun pushing back on this trend citing the sense of badgering the audience into feeling “good,” it’s hard to argue with the fact that these sites are doing something right from a content point of view. These stories play into how social networks, where stories from these sites are most often shared, are arranged to encourage positivity with Likes, Favorites and so on.


    Tools

    Introducing Save on Facebook

    “You can view the items you saved at any time by going to your saved items in the “More” tab on mobile or by clicking the link on the left hand side of Facebook on the web. Your saved items list is organized by category and you can swipe right on each item to share it with your friends or move it into your archive list.”

    PNConnect Insight – This is a tool that, at first look, seems like an odd fit for Facebook. The network has been emphasizing how it’s part of the “now” conversation – a position it’s taken to compete against Twitter for media ad dollars largely – so to try and add “unless you want to read it later” to that seems off-message. But when you consider that this is about supplying value to publishers it makes more sense. What remains to be seen, though, is if any additional metrics will be available that show how many stories have been saved, how long they were saved for before reading and so on.


    Emerging Tech

    ‘Teen Wolf’ Fans May Have Tumblr Alternative in New MTV Fan Site

    “MTV has launched a new virtual clubhouse for Teen Wolf’s most creative fans. Dubbed The Collective, the site aims to showcase fans’ original art and poetry, and connect them with the people behind the show. That means no more searching Tumblr tags for the best of Teen Wolf fan art.”

    PNConnect Insight – This isn’t so much about the technology or platform involved – though housing this on Tumblr makes a ton of sense – and more about how the media company is actively embracing user-generated content and encouraging even more fan modifications of its intellectual property. That’s an area media companies have traditionally shied away from out of fear of getting into a legal situation, but instead MTV has embraced this notion because it knows that’s the best way to encourage fans to not only keep creating but, at the end of the day, watch the show.


    Retail

    Coming Soon to Social Media: Click to Buy

    “Again, the idea is to simplify the buying process and keep people on Facebook instead of forcing them to go to another app or site to make the purchase”.

    PNConnect Insight – Social networks like Facebook and Twitter have changed the way people interact, and it seems that now they also want to change the way we buy. They are trying to adapt their platforms to make you sell more, and customer shopping more simple.


    Customer Service

    Survey: Most companies don’t get how customer service on social media works

    “About 80 percent of companies think they’re crushing it at customer service, but only 8 percent of paying customers agree. The disconnect was reported in a recent Sprinklr study, and truthfully, the results are not that surprising. Disgruntled customers are generally the most vocal. I believe it was Tolstoy who said “Happy customers are all alike, unhappy customers will write the most unique and profane things on Facebook.’”

    PNConnect Insight – If there’s a disconnect between how companies think they’re doing when it comes to social customer service and how the customers think they’re doing it’s because the companies in question aren’t doing adequate research. It’s important that reality be measured, not assumed or hoped for.


    PNConnect Weekly Reading 7/17/14: Vine on Tumblr, Brands Fumble on Real-Time Lebron Marketing and More

    Social Media

    How Brands Are Using Your Best Instagram Shots For More Authentic Marketing

    “For brands, art directors, and publishers, the appeal of using social photography for commercial purposes is enormous: the variety of potential photos is nearly infinite, the visuals often have a personality or authenticity that traditional stock photos lack, and there’s a lot of opportunity for valuable engagement with fans and customers through social marketing–often including the collection of free, user-generated assets for campaigns.”

    PNConnect Insight – The story here, as many recent ones have, focuses on the sort of paid relationship between brands and photographers that comes about by working through a third-party agency of some sort. But that overlooks how powerful natural aggregation, curation and amplification can be. So it’s not just about buying your way to someone’s camera roll and Instagram followers, it’s about how marketers and brands can amplify the genuine enthusiasm and fandom of the every day user.


    FDA Pharma Crackdown On Social Media

    “In the letter, the FDA takes issue with certain consumer comments on the Zarbee’s Facebook page that the company “liked” or commented on, which the FDA says is basically the same as endorsing that comment, and since several comments were about cures or uses that the supplements are not approved for, that’s a no-no.”

    PNConnect Insight – If you operate in a regulated industry it’s incredibly important to make sure that you’re operating absolutely in-line with every possible interpretation of the rules that are in place. In this case it’s not so much that the company did anything wrong, but that the FDA found that an area previously undefined needed to be cleared up for the sake of not only the companies who might be engaging in this activity but also the audience, who may be confused by a variety of activities.


    Turning ‘Likes’ Into a Career

    “In an era of new economies, this may be one of the most curious: the network that has sprung up to help the follower-laden stars of Instagram, Vine, Pinterest and other social media services make money by connecting them with brands wanting to advertise to their audiences.”

    PNConnect Insight – Social networks are now part of our lives, an alternative for those who are seeking other ways to socialize, promote products and get information beyond traditional channels. If brands take some risks and learn to take advantage of these communication tools, they will sell more at a lower cost.


    Who Won the World Cup: Facebook or Twitter?

    “[T]he organic in-the-moment conversation around the World Cup really lives on Twitter”.

    PNConnect Insight – The soccer World Cup was the biggest sporting event of the year, Facebook and Twitter should capitalize the interest around it, that’s why both social networks raised different strategies to achieve this, which was the winner?


    Talking to parents in 140 characters: how are schools using social media?
    “School websites explaining the modern maths curriculum, or direct tweets to parents showing classroom work activities, can provide vital information for parents, allowing them to start a conversation with their child about their learning that goes beyond the traditional end-of-the-day grunt, Shaw says. A child in turn can direct parents to their artwork on a Facebook photogallery, for example, with the public nature of the work providing extra motivation.”

    PNConnect Insight – The need for an educational institution to be savvy in social is becoming more and more apparent these days. With assignment groups starting up on Facebook to the ability of students being able to point to their work on social channels increases engagement not just between the students and the universities but with their parents as well. The “likes,” “retweets,” et al, also create positive reinforcement and great motivators.


    Publishing

    You Can Now Embed Vine Videos On Your Blog

    “You can now embed your favorite Vine videos on your Tumblr blog, and Tumblr couldn’t be more jazzed about that. The blogging service, which is owned by Yahoo!, announced the new integration over Twitter on Thursday.”

    PNConnect Insight – While not a huge additional feature, this will help spread the reach of Vine videos. And since publishers can now see how many times their videos have been looped, additional reach means solid potential for additional views that can now be counted.


    Brands awkwardly crash LeBron’s homecoming

    “And as Twitter erupted with fans cheering, jeering and making jokes, several big brands saw an opportunity to jack the news for some real-time marketing. Here’s how a few of them handled King James’ proclamation — usually with more bricks than dunks.”

    PNConnect Insight – Proving once again that not *every* news story is an occasion to jump on the “real time marketing” train. It’s alright to let some opportunities go by you, particularly if you don’t have something exceptionally clever, insightful or funny to say, which seems to have been the case here.


    Media/Journalism

    Retweets are endorsements at NPR and AP, but not at NYT

    “Twitter might be full of landmines, but too many reporters still haven’t taken their first steps into the field. A scary memo about how easy it is to make a mistake on Twitter doesn’t really encourage the use of Twitter. And as PJ Vogt pointed out at On The Media, making a mistake on Twitter can sometimes be educational anyway — for you and your readers.”

    PNConnect Insight - There are lots of areas that reporters – or any employee – should be warned away from venturing toward on social media. But this overlooks the notion that an employee’s social media profile is their own and, quite frankly, any guidelines that begin to infringe on that idea enters into murky territory. Particularly, it forces everyone involved to draw a line between when that person is using their Twitter or other account in their role as an employee and when they’re using it for their personal life.


    Tools

    Introducing organic Tweet analytics

    “For the first time, advertisers will be able to see how many times users have viewed and engaged with organic Tweets, so that they can more effectively optimize their content strategy. The Tweet activity dashboard is now available to all advertisers, Twitter Card publishers, and verified users around the world.”

    PNConnect Insight – This is a big addition since Twitter has lacked native analytics for everyone but paid advertisers since its inception. So while it’s good to have more access to data it’s also sobering, particularly since this shows Impressions, or how many people are actually seeing those updates. While Twitter lauds how it doesn’t get in the way of a publisher’s updates with an algorithm or anything, the Twitter stream is an unrelenting torrent that means if you’re not paying attention at *just* the right moment an update is likely to not be seen. Impressions, then, largely shows just how many people are paying attention at that right moment.


    Digg Deeper

    “Behold: Digg Deeper. A way to see, in real time, what your friends think are the most interesting things to read and watch. Each day, Digg’s editors distill the Internet down to its finest, funniest, and fail-iest (if that’s not a word, it should be) essence. With Digg Deeper, we’re taking that one step further by alerting you to the best stories coming straight from the people and sources you trust most, starting with those you follow on Twitter.”

    PNConnect Insight – This is an interesting update, particularly for those who find as much – if not more – in the new Digg than they did in the old Digg. This continues the company’s efforts to become a sticky destination for curated content, an area this is its third exploration into. This is kind of the same ground services like Paper.li have tried to cover, but hopefully in a bit more intelligent manner.


    Emerging Tech

    New bot tweets anonymous Wikipedia edits from Congress

    “In the interest of greater transparency, developer Ed Summers invented Congress Edits, a bot that tweets anytime an anonymous Wikipedia edit is made from an IP address in the US Congress. While some have commented that the only edits exposed so far have been pretty banal, like correcting grammar and punctuation errors, Summers points out that his reasoning behind the account wasn’t necessarily to shame politicians.”

    PNConnect Insight – While the purpose of the creator of the account may have been somewhat banal, the potential of things like this is huge and should serve as a clear signal to anyone who would misuse Wikipedia that they are, for lack of a better phrase, being watched. This kind of monitoring tool could be setup for any IP address and show off who’s editing pages for any given company. So while it sounds paranoid, the adage “always assume you’re being watched” holds very true here.


    Why Deep Linking Matters

    “But by deep linking from an ad to an item, mobile app developers could replicate the experience that happens on the web, and it opens up a far wider range of mobile ad experiences. And it’s a shift that is getting a lot of attention. Facebook, Google, and Twitter all announced varying levels of support for deep links in their recent announcements; Facebook went a step further to announce App Links, an open, cross-platform solution for enabling deep linking.

    PNConnect Insight – Deep linking was the foundation of the original social web, the one that was built around blogrolls, RSS feeds and so on. And it was one of the original ways social platforms disrupted existing media models. So while the current exploration into this model for mobile apps seems to be built with ad revenue in mind it’s easy to see how it could also be used to link to other content from social networks into an app.


    Customer Service

    Mom calls out Lands’ End over girls’ science shirts; brand promises change

    “Looking at some of the recent posts on the same topic, it appears that the brand is using this same response for everyone. But what else can they say at this point? You have a couple of options here. Try to tweak each and every response to be a little bit different (not gonna happen), say nothing at all (bad form), or come up with a canned response that assures people you’re taking the next step. You may feel differently, but I like the brand’s choice here.”

    PNConnect Insight – The overall story is a good reminder on the importance of a listening/monitoring program. But getting into specifics, the paragraph called-out above raises a good question as to just how a response strategy needs to be framed and expectations set. All three options cited here require different levels of program scale, so it’s up to each program manager to decide which works best and which is sustainable on an ongoing basis.


    Global

    Global Internet Users: Brand Interactions As Likely on Google+ As on Twitter

    “Internet users aged 16-64 from 32 countries around the world are far more likely to be sharing brand content on Facebook than on Google+ or Twitter, per GWI’s study covering Q1 activity, though that’s likely a reflection of adoption rates. Beyond Facebook, rates of sharing brand content (such as photos and videos) were essentially on par for both Google+ and Twitter.”

    PNConnect Insight – Another good reminder that Google+ is far from dead, despite some hyperbolic headlines that would claim otherwise. It’s absolutely just as important that Google+ be an overall part of a social media program – from publishing to monitoring to reporting – as any other platform.