prsa boston 2013 social media summit - content

@JMAZ3 John Mataraza

Buy our stuff, now.

PENS FOR HIRE

Bloggers & Influencers

Employees

CONTENT

ENGINE

In House Creative

Audience & UGC

But How?

Copyright © 2013 Raytheon Company. All rights reserved. Customer Success Is Our Mission is a registered trademark of Raytheon Company.

The Best Defense is a Social Offense

#PRSABOS

Corinne Kovalsky@kovalskyc

Director of Digital & Social Media@Raytheon

5.14.13

04/07/2023 14

New Content Marketing Mindset

Brian Solis

“You are now marketing to an audience with an audience of audiences.”

@Kovalskyc#PRSABOS

Convergence of Paid, Earned & Owned Media @Kovalskyc#PRSABOS

04/07/2023 16

Owned Media “News Organization” Drives Content Creation, Distribution & Promotion

Core corporate team “assignment desk” run by Managing Editor, Digital Content

Business-level “bureau chiefs” Weekly editorial meetings & story

pitches Pitches need to resonate with

sector news & customer “care abouts”

Editorial calendar tracks assignments through publication

It’s more than words…what visuals will you package with your story?

Publish & promote across multiple channels

@Kovalskyc#PRSABOS

04/07/2023 17

Building Online Communities Offline

“I walked away with an enhanced understanding of the areas that Raytheon works in, and have a great view of the company and can accurately portray that to the people that I discuss it with.”

ADVOCATES,EVANGELISTS,CREATORSCOLLABORATORS

FANS,FOLLOWERS,CONSUMERS

@Kovalskyc#PRSABOS

04/07/2023 18

Owned Media Can Drive Earned Media @Kovalskyc#PRSABOS

04/07/2023 19

Owned Media Can Drive Earned Media @Kovalskyc#PRSABOS

04/07/2023 20

#CEOTHATGETSIT @Kovalskyc@PamWickham1

Social Media @EMCCorp May 14th, 2013

IF YOU TWEET

IN A FOREST …

How We Think… I ThinkI t ’s Not Al l About Content

EngagedAudience

RelevantContent

Lil’ Nudge

A centralized publication environment providing direct access to seed content to our ecosystem of social accounts.

THE ENGINEUbiquitous Publication

THE FUEL

When It All Comes Together

78x Average Engagement

THE PUDDING