1. So a program like pressing for GE is a way for us to number one break through. There's a lot of advertising out there in a market like D.C. trying to reach public opinion leaders; there are a lot of ways to do it. A lot of companies look at airports and sort of taking over the outdoor space. We wanted to have a conversation that would break through, that would be something that thought leaders in particular would resonate around, and GE is the kind of company that likes to be a convener. So for pressing what we were trying to do was find a way to convene different points of view, do it in a single place, and a place that was easy for busy people to be able to visit, and have a take away, and to make sure that it was amplified and distributed, that it became part of the conversation in the hallways.

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  2. These days, we can get content everywhere, every minute, every time we want it, so I think it's important when we think about brand marketing, when we think about content, it's the right content, it's not just more content. So we worked very carefully with pressing to curate voices that were influential, that people would listen to, and to assemble them together, and to do it in a way that was easy to digest, easy to find, was going to be amplified in places that the thought leaders we wanted to reach were spending their time, and to give it a twist, and for us the twist was, there are a lot of places that you can go where you can get one point of view--that might be a liberal point of view, it might be middle of the road, it might be conservative. I think what separates pressing from the pack is that in a single place, at a single glance, you quickly see a lot of different points of view, and they're the points of view of some pretty important influencers.

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  3. These days, we can get content everywhere, every minute, every time we want it, so I think it's important when we think about brand marketing, when we think about content, it's the right content, it's not just more content. So we worked very carefully with pressing to curate voices that were influential, that people would listen to, and to assemble them together, and to do it in a way that was easy to digest, easy to find, was going to be amplified in places that the thought leaders we wanted to reach were spending their time, and to give it a twist, and for us the twist was, there are a lot of places that you can go where you can get one point of view--that might be a liberal point of view, it might be middle of the road, it might be conservative. I think what separates pressing from the pack is that in a single place, at a single glance, you quickly see a lot of different points of view, and they're the points of view of some pretty important influencers.

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  4. So as we think about brand relevancy, which is incredibly important to a company that's 135 years old: How do you stay relevant, how do you stay relevant and current today? We find that content is a way that, it's kind of our secret weapon, if you will, and as a brand that understands itself, that feels a great sort of mission passion around what we do, using technology to have an impact and health and energy and transportation, we find that we can actually move brand sentiment and be incredibly relevant by telling our story our way, and that's leaning very hard into the best kind of content tools that are out there, and sometimes that's longform, sometimes that's video, sometimes it's animated gifs, sometimes it's 6 second videos, and sometimes it's much, much longer. But content affords us the opportunity to, as a sort of venerable brand, to be accessible, to be human, to be relevant, and to do it in a tonality that feels like us--we know our brand so well, so we try hard to translate that in ways that will appeal to others.

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  5. So ROI's on everybody's minds. ROI for content, it's the right question, and yet it's at the same time a hard question to answer. I think what we are starting to see in its early days with pressing, is that we are clearly reaching thought leaders, and that in a short period of time has probably surprised us almost as much as anything else, the amount of sharing of the pressing content that's going on, the types of people, Fortune 10 CEOs who are sharing that content, and the sentiment that we see every day around the RebelMouse content is a very powerful form of ROI for us. So that's what we're paying attention to, who's paying attention to pressing is important, whether or not they're sharing it, and they are, and if that continues, so it's an early, more qualitative form of ROI; doesn't make it any less powerful.

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