Your SlideShare is downloading. ×
0
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

PR-Newswire-MPAS-Conf_The-New-Ecosystem-of-Content

607

Published on

Dan Ye, Director of Business Development at PR Newswire Asia, spoke at the Magazine Publishers Association of Singapore, on the new ecosystem of content distribution and syndication.

Dan Ye, Director of Business Development at PR Newswire Asia, spoke at the Magazine Publishers Association of Singapore, on the new ecosystem of content distribution and syndication.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
607
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The New Ecosystem of ContentMPAS ConferenceMay 31, 2013
  • 2. According to internal sample research comparing press releases that contain multimedia with those that do not.
  • 3. PR Newswire distribution networkOnline mediaTraditionalmediaSocial mediaNewsRelease
  • 4. PR Newswire distribution network (China)WebsitesNewspapers Social MediaNewsRelease
  • 5. New Content EcosystemRequires CollaborationsAccording to internal sample research comparing press releases that contain multimedia with those that do not.
  • 6. The Informed ConsumerConnected, Educatedand InformedAlso a contributor andproducer of contentWith multiple optionsto access informationInteract with and sharecontent with peersAlways-on, 24/7
  • 7. The lines between themare blurredConversation nowcontinues across allEarned media isincreasing in importanceIncreased mobile usageis accelerating earnedmedia growthEcommerce is becomingembedded into all, withthe option to buy from achannel, ad or linkOWNEDMEDIAEARNEDMEDIAPAIDMEDIAA brand pays toplace ad orcontent in achannelPublicity gainedwhen aninfluencerpromotes a brandA brandownsa channel• Advertising• Events• Direct Marketing• Press pickup• Blog mention• Social sharing• Word of mouth• Company blogs• Company website• Company socialaccountsSOCIAL + MOBILEMega Trend: Convergence- across paid, owned and earned media
  • 8. The lines between themare blurredConversation nowcontinues across allEarned media isincreasing in importanceIncreased mobile usageis accelerating earnedmedia growthEcommerce is becomingembedded into all, withthe option to buy from achannel, ad or linkOWNEDMEDIAEARNEDMEDIAPAIDMEDIACONTENT drives them all.Mega Trend: Convergence- across paid, owned and earned media
  • 9. PAIDMEDIAOWNEDMEDIAEARNEDMEDIAThe sum is greater than its individual partssources:”Traditional Paid Media Must Fuel Earned Media Efforts” Forrester, Oct 2011“Earned media is exploding. Born from traditional publicrelations (PR), its rapid adoption by marketers is beingdriven by new opportunities to drive word of mouththrough social media. But earned media cannot betreated as a standalone sideshow to the main event ofbuilding the business. As chief marketing officers(CMOs) start to pay more attention to this fledglingmedia, they must demand that is it integrated with onlineand offline paid media as part of a holistic brand-buildingstrategy, with success measured in terms of the businessresults, not just Facebook likes.”Mega Trend: Convergence- across paid, owned and earned media
  • 10. The value exchangeAUDIENCEJane Smithjane.smith@xyz.com555-555-5555CEO, XYZ Corp.BRANDCurrency = ContentThe brand continuously deliversrelevant content & establishesits worth to the audienceThe audience trusts the brandenough to identify themselves &grant permission for engagementThe creation of high quality,valuable content that isshared by the brand……with current & prospective customers, creating a valueexchange that gives the brand permission to engage.Currency = Personal Info
  • 11. Content Collaboration: PRN’s JourneyFrom one-way distributionTo seamless multimedia syndicationAccording to internal sample research comparing press releases that contain multimedia with those that do not.
  • 12. 70 TRAVEL SITES,INCLUDING FULL-TEXTPOSTS ON 24 OF THEMSOCIAL MEDIA@PRNTravel Twitter Feed(840+ followers)+ SOCIAL SHARING BUTTONS4,800+ TRAVELBLOGS100+ MOBILEPARTNERSHIPS23,000+ TRAVELJOURNALISTS220+ ONLINEVIDEO POSTSPRNEWSWIRE.COM(Google PageRank = 8)280+ MEDIABROADCASTPOINTSSEARCHVISIBILITYPR NEWSWIRE’SCONTENTDISTRIBUTIONNETWORKOur Network AMPLIFY content (Travel news as an example)
  • 13. Syndication: how we collaborate with media• PR Newswire maintains a network of almost 10,000 websites, databasesand apps that include our news release content.– 6,000 of those are in the U.S.– 1,400+ in Europe, 1,800+ in LATAM and 800+ in Asia– Includes major news sites like CNN, Yahoo, AOL, BBC, CBS, Fox and MSN– Some sites publish our full news feed but most use those news releases thatmatch the interests of the audience of each site.– 700+ exclusive web feeds• Today, most of our content integration with 3rd party websites are throughthe PR Newswire widget.
  • 14. Source: PR Newswire web analytics.more multimedia elements =more audience engagementIncrease in average online viewsper news release, whenmultimedia elements are added.
  • 15. Facilitate the flow of relevant and sharablemultimedia content from brands to media
  • 16. THANK YOU!

×