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 8/21/14: The ALS Ice Bucket Challenge, Vine Adds Uploads and More

    Social Media

    This Is How Many Ice Bucket Challenge Videos People Have Posted on Facebook

    “Facebook found that 15 million people have discussed the Ice Bucket Challenge on the site — ranging from posting videos to liking related statuses, between June 1 and August 13.”

    PNConnect Insight – This is one of those things people are going to be talking about and writing case studies about for years to come, not just because of how many people have posted their videos to Facebook but also because of the amount of money that’s been raised. What’s most interesting about it is that this bubbled up from the ground up instead of trickling down from a select number of “influencers.” Also notable is how this has been *so* popular on Facebook and not necessarily on Twitter.

    For Its Latest Experiment, Twitter Is Showing Faves As Retweets

    “As pointed out by a few people yesterday and this morning, including Re/code’s Peter Kafka, Twitter looks like it is testing a feature that makes favorites (faves, if you prefer) appear in other people’s timelines…just like a retweet.”

    PNConnect Insight - This might be the first move Twitter makes to a more algorithmic Timeline, and many have pointed out that Twitter’s FAQ has already been updated to include things like this. But while it’s already causing much hand-wringing among power users, for whom this is a major change, it’s something that could help Twitter attract and maintain more new users and clear up some of the confusion that often keeps them from participating.


    Publishing

    How Taboola and Outbrain are battling a bad reputation… and each other

    “The shallow desires of the Internet puts Taboola, Outbrain, and publishers in an awkward place. Their algorithms have been finely tuned to offer up the most relevant and click-worthy content on the Web—the “best,” by all available metrics, even if it equally repels us and compels us to click.”

    PNConnect Insight – This is just one form of paid media support for owned or earned content, and it can be an important fundamental tactic. It’s an easy way to get some extra exposure for a good earned media hit, or a way for a home run blog post to find even more audience. But it’s good to know the other side too. The other side of the story is that this stuff (the networks like Outbrain and Taboola) have the reputation for being low-quality, link bait type stuff.


    Tumblr to start searching images for brand info

    “…Tumblr has just inked a deal with Massachusetts company Ditto Labs to measure brand sentiment in images posted to the site. The data won’t be used to market directly to Tumblr users—at least not yet—but the new tool gives marketers a potentially huge trove of information about how people perceive the brands they work for.”

    PN Connect Insight – This is a smart move as all online platforms — but especially Tumblr — are increasingly comprised of visual content. Being able to measure brand sentiment through images posted to Tumblr is the biggest step yet to providing genuine understanding and ROI on that platform, and may be the catalyst for Tumblr joining Facebook, Twitter, and LinkedIn on the Mount Rushmore of social platforms for brands.


    Screen Shot 2014-08-20 at 5.06.44 PM


    Media/Journalism

    National Geographic Is Reportedly No. 1 in Social Media Among Publishers

    “National Geographic is the king of the social media jungle, according to a top 10 list released by Shareablee. The New York-based digital data company has ranked NatGeo as the most effective publisher in the social space for the month of July, with 46.4 million engagements on Facebook, Twitter and Instagram.”

    PNConnect Insight – While this certainly isn’t the entirety of their strategy there’s a lot to be said about taking advantage of steady access to amazing photography. National Geographic sits on a treasure trove of high-quality pictures and so is perfectly positioned to thrive on a social web where visuals are the native language.


    Tools

    Twitter to Verified Users: Talk Amongst Yourselves!

    “The company on Wednesday announced a couple new tools for verified users — many of whom are public figures or celebrities — that make it easier for them to connect with one another on the platform. Verified users, those with a blue check mark by their username, can now receive an alert when other verified users follow them. These users can also filter their followers list to see only those other verified users who follow them.”

    PNConnect Insight – In what seems to be another effort to increase usage of the social network, Twitter is tapping verified users by offering them exclusive tools, which will help them weed out chatter from important tweets. The thinking here is that by getting more stars to talk with each other, there will be more things for the average user to look at, thereby increasing engagement.


    new-camera-3
    New Vine camera: Shoot, import, edit and share — fast

    “Every day, millions of people open Vine to share memories in the moment. Today, Vine unlocks a new camera that gives you the freedom to create a Vine in any way you want. The new camera offers powerful ways to edit your videos as well as the ability to import existing videos on your phone and turn them into Vines. Simply put, this release gives you total creative freedom –– and it’s all within the app.”

    PNConnect Insight – This is a big update that fundamentally changes the Vine publishing experience. Editing is great, but the ability to upload a video from a device – something that rival Instagram added a while ago – means a lot of publishers no longer have to use third-party apps or other wonky workarounds.


    Emerging Tech

    Reddit, Twitch, and Imgur have created a research partnership called DERP

    “Twitch, Fark, and Stack Exchange are also part of the partnership that’s launching DERP. That’s a collection of social sites of all sizes, and though none are absolutely gargantuan, they still include some of the most influential and important web communities out there. […]DERP will help researchers study the sites by setting them up with access to publicly available data.”

    PNConnect Insight – The name of this initiative is certainly fun, in keeping with the philosophy of the sites behind it. But the outcome could be really useful to data scientists and other teams who are looking to find out more about the information that’s being collected by those sites.


    Retail

    Facebook Leads Way In In-store Sales for SMBs

    “A new study from digital marketing company G/O Digital shows that compared to Twitter and Pinterest, Facebook is better at driving offline sales for small businesses, with 84 percent of respondents saying that local deals or offers on Facebook heavily influence their decision to make in-store purchases.”

    PNConnect Insight – Based on this study, SMBs should focus their advertising efforts on Facebook, since it will get them the most return. The social networking giant drives more offline sales than Instagram, Twitter and Pinterest altogether.


    Advertising/Promotion

    Snapchat Weighs New Service With Advertising, Media Firms

    “Snapchat Inc., the mobile app for disappearing messages, could soon be a service for disappearing videos, news articles and advertisements. The Venice, Calif., startup has held talks with advertisers and media companies in recent weeks about launching a service called Snapchat Discovery that would show content and ads to Snapchat users, according to three people who were briefed on the discussions. The product is set to debut in November, one of the people said.”

    PNConnect Insight – As with any move like this, Snapchat is trying to walk the tightrope between monetizing their tool and not honking off the users, which now number about half of 18-24 year-old smartphone users. It will have to create ads or other tools that it can sell to brands but which are also positioned to provide value to those users.


    SEO Still Matters, But Don’t Overthink It

    Search engine optimization (SEO) is a skill set that’s often misunderstood. Ask any three marketers what SEO is, and most will say it’s a method for influencing organic (i.e. non-paid) search results. However, ask the same three marketers to describe what SEO looks like in practice and the business value it creates, and you’ll get more varied answers.

    “Producing content that’s shareable and invites conversation and engagement is a much more effective and productive use of time than trying to dial in the right dose of each keyword.”— Jayson DeMers

    Some will describe SEO as a way of structurally building and organizing web pages to make them more ready for search engine crawlers. Others will describe SEO as a way of stuffing low-performing content with keywords and links to try and make it more relevant and competitive for certain searches. And still others will say SEO involves creating entirely new content types for the explicit purpose of displacing current search results. Each would be right, but they’re wrong, too. Here’s why:

    Following search engine best practices for website structure (e.g. creating site maps) may indeed help make a site crawler-friendly, but that alone does not guarantee an improvement in search rank. Trying to game search engines by stuffing content with keywords and HTML (e.g. metadata and schemas) is a decades-old practice that every search engine actively watches for and stringently penalizes. And nowadays, search is influenced by so many factors — including social media factors like comments and shares — that trying to anticipate and manipulate how the search engines will weigh each factor today versus next month is almost pointless.

    “We try to make it so that you don’t have to do SEO and we still find the good content. … First and foremost, we care about trying to get the stuff that people really will like — the good, the compelling content — in front of them.” — Google’s Matt Cutts

    Finally, while creating new content can indeed reshape the search result pages over time, a fire-and-forget approach to content publishing will do little to displace old content or otherwise improve the performance of new content quickly. Ultimately, only truly high-quality content will earn a long-term spot in the search results.

    And herein lies a hard truth of SEO — fixating and fussing with “optimizations” will do very little to improve content’s search performance if you spend more time optimizing than you do producing actual compelling content. In other words, don’t overthink or preoccupy yourself with SEO. Your best optimization tactic is creating great content: a strong headline, an intriguing story and rich media to help illustrate. The rest will fall into place.

    The major search engines have reached a critical point of sophistication and maturity that actually works in everyone’s favor now. Those companies that focus and invest in creating great content first and foremost will ultimately be rewarded with stronger search results and a stronger connection to their audiences. And those that don’t — well, SEO can’t fix that.

    SEO tactics still have a place and time, but they should be secondary considerations in a publisher’s overall content strategy.