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 3/26/15: Facebook Wants to Host News, Instagram Adds Collages and More

    This Week’s Top Stories

    Facebook May Host News Sites’ Content

    “Such a plan would represent a leap of faith for news organizations accustomed to keeping their readers within their own ecosystems, as well as accumulating valuable data on them. Facebook has been trying to allay their fears, according to several of the people briefed on the talks, who spoke on condition of anonymity because they were bound by nondisclosure agreements.”

    PNConnect Insight – Publishers have experimented with full off-domain publishing before, but this takes things to a whole new level. Even with a share of advertising revenue, participating publishers are likely to end up at a disadvantage. Hosting content on Facebook instead of on an owned channel will mean giving up complete control over analytics, advertising, and, perhaps most importantly, user experience. For example, publishers can expect limitations on surfacing related stories, promoting other social channels, and building brand loyalty.

    Above all, publishers would likely give up significant control of their future. The stories might get strong placement in the Newsfeed initially, but to date, Facebook hasn’t been shy about moving the goal posts. In fact, publishers may be considering this move largely because they’re seeing referrals drop as a result of changes Facebook has already made. In short, Facebook may position the deal as a helping hand, but it’s not clear they’re truly committed to media companies’ long-term best interests.


    Social Media

    Instagram Fastest Growing Social Network

    “The number of US Instagram users increased nearly 60% in 2014, bringing the social network’s US monthly user base to 64.2 million people, according to new figures from eMarketer. By 2018, Instagram’s US user base will top 100 million, reaching 106.2 million that year, when growth finally begins to taper off and dips into single digits for the first time.”

    PNConnect Insight – The rapid growth of Instagram combined with the very attractive demographic is why, combined with Facebook’s ever-shifting sands, more and more brand publishers are placing a priority there.

    socialmediaimage

    Why Photos Rule The Internet

    “And then photos and instant messaging — the web’s two unassailable kingmakers — began to merge as smartphones became ubiquitous. The evolution of the camera phone from a novelty feature to a device that quite literally obliterated the need to have a traditional camera resulted in a flood of images onto the web. In 2014, nearly 1.8 billion photos were uploaded per day to the internet. Perhaps calling it a flood doesn’t do it justice. It’s a full-scale breach of the seawalls.”

    PNConnect Insight – If photos aren’t a part of your brand publishing program – see the above note on Instagram – they should be. They are the currency of the web.


    Media/Journalism

    The NYT dispatches reporters to social conversation hotspots

    “But while it may be thrilling for readers to square off with a Times journalist in a Facebook comments thread, it’s hard to quantify what that does for the Times as a business. Media companies publishing directly to social media platforms is the latest in vogue digital media trend, but for all its bluster, no media company has proven a sustainable business model for the practice. There’s lots of investment, but little proven return.”

    PNConnect Insight – The same questions should be asked of any brand publishing efforts: What is the cost/benefit breakdown of having the authors of a blog post or story – or some kind of brand manager – actively participating in comment threads and other conversations? In some cases this makes a lot of sense and can help build brand connections and shut down potential issues. In some cases the impact is going to be negligible and has the potential to do more harm than good. In others it’s simply a matter of scale, where the program simply can’t support devoting someone’s time to this sort of activity. Regardless, it’s a component that should be evaluated.

    Reporters use Yik Yak to get instant audience take on Ted Cruz’s big campaign speech

    “Yik Yak, the location-based social media app that allows users to chat anonymously with other people within a ten-mile radius, is particularly popular among colleges students. While thousands of Liberty University students cheered Cruz’s speech, a few took to Yik Yak to share some less enthusiastic sentiments. And some members of the media perked up, took notice, and suggested that the Yik Yak chatter, not the applause, was a better sampling of how these students really felt.”

    PNConnect Insight – A great example of reporters going outside the parameters that previously existed in order to add much-needed context to a story that goes beyond the spin and official story. This is certainly something to consider when brands are managing and attending large events since it can provide audience/consumer insights that may not be coming in on other channels.


    Tools

    Adding your location to a Tweet

    “You can choose to add a location to your Tweets using Twitter for Android, Twitter for iOS, twitter.com or other mobile applications. For example: To give additional location context to your Tweet, you can add a general location label such as “SoMa, San Francisco.” In select locations, on Twitter for iOS and Twitter for Android, you may also label your Tweet with the name of a specific business, landmark, or other point of interest. These locations are provided by Foursquare.”

    PNConnect Insight – It’s always made more sense for location information to be meta-data within the tweet rather than living somewhere else. Facebook figured this out early on with native check-in functionality. Foursquare as a stand-alone service had its moment in the sun but being folded into Twitter is more sustainable, especially considering how many changes Foursquare/Swarm has gone through recently.

    addinglocationtotweet

    Introducing Layout from Instagram

    “Today we’re announcing Layout from Instagram, a new app that lets you easily combine multiple photos into a single image. It’s fun, it’s simple and it gives you a new way to flex your creativity.”

    PNConnect Insight – Building collages is something that’s been available through third-party apps for a while now, but Instagram creating its own helps not only it but also publishing programs that are wary of unofficial tools. It’s legitimate to ask why this (or Instagram’s Hyperlapse video app) aren’t just features of the core app, but regardless this can be fun addition to the tool belt.


    Customer Service

    Consumers Growing Comfortable With Contacting Customer Service Online

    “That’s a key takeaway from PwC’s new customer care report. The business consulting firm found that 41% of consumers had a positive experience with online chats, though only 4% favored social media when it came to resolving problems. The study’s authors argue that an opportunity exists for companies to improve the experience for customers with issues or grievances by enhancing digital offerings so that they respond more quickly than an operator.”

    PNConnect Insight – It’s not necessarily – or at least it doesn’t need to be – about adding services to an existing program. It can also mean integrating existing resources into that existing program. Regardless of which approach is taken, having a customer service component is an increasingly important aspect of online brand management.

    consumeronline


    PNConnect Weekly Reading 3/19/15: Company Statements Top Google News Searches, How Millenials Get News and More

    This Week’s Top Stories

    Google change allows company statements to top news searches

    “A little-noticed change in the way Google selects search results has allowed company statements to top the list of news links shown when users search for information on businesses. Previously, only links to stories on approved news sites such as those of newspapers and TV stations appeared in this section of the main search page.”

    PNConnect Insight – While there were many who saw this as a major change, Google has always been about finding and sharing authoritative information. This actually is a savvy move that prioritizes primary sources over “hot takes” as well as the misinformation that can quickly spread on social media. While there have been plenty of “is the press release dead?” thought-pieces in the last several years this should show not only is it feeling better but that an effective social media strategy is more important than ever.

    A Google search page is seen through a magnifying glass in this photo illustration taken in Brussels

    How Millennials get news

    “This generation tends not to consume news in discrete sessions or by going directly to news providers. Instead, news and information are woven into an often continuous but mindful way that Millennials connect to the world generally, which mixes news with social connection, problem solving, social action, and entertainment.”

    PNConnect Insight – A treasure trove of information on news discovery and consumption habits that may not greatly impact content publishing programs but certainly is going to impact how PR and other industries understand the audience for news.


    Social Media

    Brands All Use This Same Tired Joke on Twitter and It Needs to Stop

    “The social media elites at some of the nation’s biggest brands are either out of ideas or just phoning it in today, because most of them are using the same joke to join the conversation. The common theme: if someone either hates or hogs all of a certain product, that’s a dealbreaker. The hashtag started trending because of last night’s @Midnight show, hosted by hero comic nerd Chris Hardwick.”

    PNConnect Insight – Too often when brands try to be part of a meme or trending topic, it doesn’t suddenly confer credibility and relevance to the brand; it just makes the brand look like it’s gotten lazy and doesn’t have any fresh ideas of its own, or it’s trying too hard to be popular. Newsjacking and memejacking is the hallmark of a lazy or unimaginative social media program, and it’s best done sparingly if at all.

    Snapchat Rising in Popularity With Youth

    “Some 73% of Americans aged 12 and older use a social networking site or service, up from 67% last year, according to the latest annual Infinite Dial study. Among users aged 12-24, Facebook (74%, down from 80% last year) is the most popular platform, but Instagram (59%, up from 53%) and Snapchat in particular (57%, up from 46%) are gaining steam.”

    PNConnect Insight – There are still legitimate questions around brand adoption of Snapchat that can and should be asked before rushing into it. But none of them involve demographics, which are as attractive to consumer goods, entertainment and other industries as you could hope to find.


    Publishing

    Brands Post More to Instagram Than Facebook, L2 Report Says

    “The reason? Brands know everything they post on the platform will appear in fans’ feeds, the study says. But on Facebook, if brands don’t pay to promote their posts, much of their content doesn’t appear in followers’ News Feeds. That trend is turning Instagram, which is owned by Facebook, into a growing marketing force.”

    PNConnect Insight – The behavior described in the report makes sense and brands are undoubtedly wooed by Instagram’s massive engagement rates. But it’s important to keep in mind that the behavior of Instagram isn’t all that different from something like Twitter, which is also sans-algorithm filter. So it’s not just the engagement but also the large visuals that are attracting increased attention from marketers, who are trying to pivot as Facebook pulls rug after rug out from under brand publishers.

    louboutin-instagram-header-hed-2015

    BuzzFeed Freezes Community Brand Publisher Accounts

    “The publisher has frozen all Community Brand Publisher accounts. Brands were made aware of the change in an email sent out earlier this week. A BuzzFeed representative confirmed the move on Thursday. As such, BuzzFeed’s Community team says it will now pounce on posts that try to sell something, have an overt political or commercial agenda, or appear to use BuzzFeed’s brand as an implicit endorsement of a product or a political position.”

    PNConnect Insight – In essence, Buzzfeed wants to make sure that brands aren’t piggybacking on its infrastructure but are paying for native advertising if they want to play on their field.

    The Internet’s Hottest New Domain: .SUCKS

    “The internet-naming powers that be (otherwise known as ICANN) have already blessed us with such distinguished, venerated domains as .WANG, .SEXY, and .FISH. But now, it’s gearing up to grant us with every diligent #Brand’s worst nightmare: Welcome to the .SUCKS era.”

    PNConnect Insight – As the article says, this is every brand’s worst nightmare: the possibility of a trolling site with the URL “YourBrand.sucks.” The options a brand has: pay $2500 in advance of the release to reserve that domain, or pay $200 to reserve it for a year before it re-enters the open market. For brands that are concerned about trolling or “anti-fans” getting active on the web against them, this could be the best $2500 ever spent. It will be interesting to see the parade of brands that are willing to pay the price — and those who do not, and if they get burned by not doing so.


    Media/Journalism

    Twitter experiments with ‘TV Timelines’

    “Think of TV Timelines as TweetDeck (which is owned and operated by Twitter) for TV. The interface is separated into three columns or panes that you can swipe through: Highlights, Media and All. This organization is designed to help make it easier for you to track not only all the conversation revolving around, say The Blacklists, but to also cut out all the noise by showing you highlights and key media. That media will include show-related photos, vines and videos.”

    PNConnect Insight – Twitter continues to try and solidify its position as the go-to real-time discussion platform for TV viewers as well as bring in more advertising dollars. It’s easy to see how this can turn into a premium ad channel.


    Tools

    Custom domains for publications

    “These publications will retain all the benefits of being part of the Medium network: a fully hosted writing platform, distribution of stories to a community of engaged and thoughtful readers, the clean aesthetic for which Medium is known, and innovative features like Text Shots. And, they can continue to build a brand around a domain name that is wholly theirs.”

    PNConnect Insight – Interesting move by Medium as it continues to gain an image of being a place for thought leadership and insights by high-profile individuals as well as brands. But the tech itself isn’t that different from what is offered by WordPress, Tumblr or others.

    1-yTCMdcKA-BNY1bwyMSblng

    Twitter Buys Video Streaming App Periscope

    “Periscope is still in beta, and it’s unclear as of now if Twitter plans to build the technology into the Twitter app or leave Periscope as a standalone product like it did with Vine two years ago.”

    PNConnect Insight – A pretty clear reaction to the rise of Meerkat and this, combined with Twitter shutting off Meerkat’s access to the social graph, makes it pretty clear Twitter has something in mind regarding real-time video even if those plans aren’t quite clear yet.


    Emerging Tech

    Introducing Mobile Deep Linking by Bitly Brand Tools

    “Now, we’re thrilled to extend this commitment to include what device a link is clicked on by introducing mobile deep linking as part of Bitly Brand Tools. Starting today, marketers can use the Bitlinks they create through Bitly Brand Tools as a tool to drive app installs and re-engagement.”

    PNConnect Insight – As mobile becomes more and more important for all publishers, this sort of functionality and these metrics will be all the more relevant and useful.

    The Future Of Mobile May Not Look Like Apps

    “Which means, of course, the way we interact with the Web will have to change. And, indeed, we already are. Anyone who’s received a push notification on their smartphone will find the idea of a push-based Web familiar.”

    PNConnect Insight – When the founder of one of the web’s core platforms talks, it’s worth at least an ear. If his hypothesis is true, the rush toward isolated apps may be like the initial rush toward dotcoms during the boom of the late 90s. But the drive to a push world and a notification model of the mobile web is just one more example of the importance of engaging consumers in ways relevant to *them*.

    The Meerkat bubble is bound to pop. The only question is when.

    “Barely three weeks old, the live video app proved more ubiquitous than idle Game of Thrones-themed pedicabs, Tex-Mex food trucks, and St. Bernards with battery packs slung around their necks. Techies like Biz Stone and Meerkat CEO Ben Rubin evangelized or criticized Meerkat at sessions; journalists wrote about it, tweeted about it, and livestreamed with it. Folks hollered when they glimpsed a neon yellow t-shirt with the Meerkat logo.”

    PNConnect Insight – Meerkat easily won the unofficial title of Prom Queen at this year’s South by Southwest, which of course means that someone in the social media industry has stepped up to question its future already. That said, there’s a valid point to be made about Meerkat’s reliance on a single platform, no matter how well suited Twitter is for it. If Meerkat really is to establish some staying power, it’s going to have to expand to other platforms, with Facebook being the logical next step.