Agile Communications in a Changing World: The “New Nimble” <br />
Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />http://flavors.me/michaelpranikoff<br /...
Disclaimer: I am not a Guru.  <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway ...
Engage opportunity across all channels<br />Social<br />Web sites<br />Search<br />Mobile<br />Video <br />sharing<br />CO...
Engage opportunity with all key audiences<br />Investors<br />The Media<br />Bloggers<br />Decision <br />Makers<br />CONT...
Content<br />REVOLUTION<br />Follow The Conversation on Twitter  #PDXCC11			<br />
http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/<br />
CONTENT is <br />Follow The Conversation on Twitter  #PDXCC11			<br />
Follow The Conversation on Twitter  #PDXCC11			<br />
PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
PULL<br />Follow The Conversation on Twitter  #PDXCC11			<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1...
PULL<br />PUSH<br />CONTENT<br />
Old School<br />New School<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
Website<br />Email<br />News Release<br />Social media<br />Traditional<br />Media<br />Communications Channel Complexity<...
Today is <br />not about <br />Tech /Tools. <br />Source: www.burtcorp.com<br />
It’s About Process<br />Follow The Conversation on Twitter  #PDXCC11			<br />Source: www.burtcorp.com<br />
Requirement<br />Specification<br />Design<br />Problem:  Known<br />Solution:  Known<br />Implementation<br />Verificatio...
Agile Communications<br />The process of being quick to learn, adapt, & improve. <br />Follow The Conversation on Twitter ...
"Digital and Traditional  for the ordinary person is all the same thing. It's all things they consume.  It means nothing t...
10101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010...
SILOS in Corporations are<br />OldandCrumbling<br />http://www.flickr.com/photos/kh-67/4892949459/<br />
Communications Comes Into Focus<br />Marketing<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to c...
Opportunities to engage with audiences
Continuous Messaging that is easy to share
Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Advertising<br />
Please Save The Kittens<br />
Trust<br />Follow The Conversation on Twitter  #PDXCC11			<br />
TrustOverAttention<br />Trust will continue to replace attention as the Currency of the web and business. No one will pay ...
Control Chaos<br />
Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
Manage<br />^<br />Control Chaos<br />
Examining Field of Play<br />
I Love it when a plan comes together! <br />
From agile software development to agile marketing.<br />Follow The Conversation on Twitter  #PDXC11			<br />
November 2010 “CMO Mandate: Adapt Or Perish”<br />Use The ADAPT Framework To Combat The Barriers Of Traditional Marketing<...
The Emerging Media Landscape<br />The Media Landscape is no longer static, so we can’t afford to be static either<br />Use...
Newspapers:  30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />...
<ul><li>Author
Design
Publish</li></ul>Create<br /><ul><li>Targeted
Multi-channel
Social</li></ul>Deliver<br /><ul><li>Content
Copy
Call to action
Goals
Traffic sources
Visitors</li></ul>Analyze<br />Optimize<br />
Create<br />Continuous<br />Process<br />
Idea<br />Produce<br />Measure<br />CAMPAIGN 1<br />Idea<br />Measure<br />Produce<br />Source: www.burtcorp.com<br />
“<br />I never skate to where the puck is, I always skate to where the puck is going to be. <br />Wayne Gretzky – Hall of ...
Analyze<br />
Traditional Public Relations  Model<br />The model has changed....<br />
Where do you generally go first for news about a company? <br />Then where do you go?<br />
Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
Contentis<br />KING!<br />
Contextis<br />The Almighty <br />
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Agile Communications in a Changing World: The “New Nimble” – 2011 Portland Communicators Conference

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Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff at the 2011 Communicators Conference in Portland, OR on May 11, 2011. http://www.pdxcommconf.org/

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  • Today we are looking at a greater audience for news and information than ever before. The speed, breadth, and depth of information is reaching a wider audience then ever. The increased access and searchability of that content is also reaching new heights with journalists, investors, and consumers. This is now a hold of the financial industry as well as the casual investor as new technology allows people to make more informed decisions much more quickly.
  • But I think it will be even better than that. See, bringing technology culture into marketing will also import some of the operational paradigms that have powered rapid development in the Internet age. For instance, the methodologies of agile software development—a huge improvement over the rigid and time-consuming “waterfall” approach that preceded it—with a few tweaks, can provide the inspiration for “agile marketing” management approaches.
  • SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
  • Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.
  • Transcript of "Agile Communications in a Changing World: The “New Nimble” – 2011 Portland Communicators Conference"

    1. 1. Agile Communications in a Changing World: The “New Nimble” <br />
    2. 2. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />http://flavors.me/michaelpranikoff<br />michael.pranikoff@prnewswire.com<br />Twitter / @mpranikoff<br />Follow The Conversation on Twitter #PDXCC11 <br />
    3. 3. Disclaimer: I am not a Guru. <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best. <br />
    4. 4.
    5. 5. Engage opportunity across all channels<br />Social<br />Web sites<br />Search<br />Mobile<br />Video <br />sharing<br />CONTENT<br />Blogs<br />Microblogs<br />Print<br />Broadcast<br />
    6. 6. Engage opportunity with all key audiences<br />Investors<br />The Media<br />Bloggers<br />Decision <br />Makers<br />CONTENT<br />Influencers<br />Consumers<br />Shareholders<br />
    7. 7. Content<br />REVOLUTION<br />Follow The Conversation on Twitter #PDXCC11 <br />
    8. 8. http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/<br />
    9. 9. CONTENT is <br />Follow The Conversation on Twitter #PDXCC11 <br />
    10. 10.
    11. 11. Follow The Conversation on Twitter #PDXCC11 <br />
    12. 12. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    13. 13. PULL<br />Follow The Conversation on Twitter #PDXCC11 <br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    14. 14. PULL<br />PUSH<br />CONTENT<br />
    15. 15. Old School<br />New School<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    16. 16. Website<br />Email<br />News Release<br />Social media<br />Traditional<br />Media<br />Communications Channel Complexity<br />Video<br />Tradeshows<br />Search<br />Photos / Visualizations<br />Blog<br />
    17. 17. Today is <br />not about <br />Tech /Tools. <br />Source: www.burtcorp.com<br />
    18. 18. It’s About Process<br />Follow The Conversation on Twitter #PDXCC11 <br />Source: www.burtcorp.com<br />
    19. 19. Requirement<br />Specification<br />Design<br />Problem: Known<br />Solution: Known<br />Implementation<br />Verification<br />Maintenance<br />Source: www.burtcorp.com<br />
    20. 20. Agile Communications<br />The process of being quick to learn, adapt, & improve. <br />Follow The Conversation on Twitter #PDXC11 <br />Source: www.burtcorp.com<br />
    21. 21. "Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“ <br />Ian Tait - Global Interactive Executive Creative Director at W+K<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    22. 22. 10101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010<br />Everything Will Be Digitized. Eventually<br />
    23. 23. SILOS in Corporations are<br />OldandCrumbling<br />http://www.flickr.com/photos/kh-67/4892949459/<br />
    24. 24. Communications Comes Into Focus<br />Marketing<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to consumers
    25. 25. Opportunities to engage with audiences
    26. 26. Continuous Messaging that is easy to share
    27. 27. Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Advertising<br />
    28. 28. Please Save The Kittens<br />
    29. 29. Trust<br />Follow The Conversation on Twitter #PDXCC11 <br />
    30. 30. TrustOverAttention<br />Trust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.<br />
    31. 31. Control Chaos<br />
    32. 32.
    33. 33. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
    34. 34. Manage<br />^<br />Control Chaos<br />
    35. 35. Examining Field of Play<br />
    36. 36. I Love it when a plan comes together! <br />
    37. 37. From agile software development to agile marketing.<br />Follow The Conversation on Twitter #PDXC11 <br />
    38. 38. November 2010 “CMO Mandate: Adapt Or Perish”<br />Use The ADAPT Framework To Combat The Barriers Of Traditional Marketing<br />
    39. 39. The Emerging Media Landscape<br />The Media Landscape is no longer static, so we can’t afford to be static either<br />User Generated<br />Editorial<br />Consumer<br />Business<br />
    40. 40. Newspapers: 30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />4 hrs, 24 mins<br />
    41. 41. <ul><li>Author
    42. 42. Design
    43. 43. Publish</li></ul>Create<br /><ul><li>Targeted
    44. 44. Multi-channel
    45. 45. Social</li></ul>Deliver<br /><ul><li>Content
    46. 46. Copy
    47. 47. Call to action
    48. 48. Goals
    49. 49. Traffic sources
    50. 50. Visitors</li></ul>Analyze<br />Optimize<br />
    51. 51. Create<br />Continuous<br />Process<br />
    52. 52. Idea<br />Produce<br />Measure<br />CAMPAIGN 1<br />Idea<br />Measure<br />Produce<br />Source: www.burtcorp.com<br />
    53. 53. “<br />I never skate to where the puck is, I always skate to where the puck is going to be. <br />Wayne Gretzky – Hall of Fame Hockey Player<br />
    54. 54. Analyze<br />
    55. 55. Traditional Public Relations Model<br />The model has changed....<br />
    56. 56. Where do you generally go first for news about a company? <br />Then where do you go?<br />
    57. 57. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    58. 58. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    59. 59. Contentis<br />KING!<br />
    60. 60. Contextis<br />The Almighty <br />
    61. 61.
    62. 62. Building the Foundation<br />SEO<br />
    63. 63. Make Your ContentDirectional<br />
    64. 64. Oh The Places Content CAN Go<br />
    65. 65. more multimedia = more views <br />Increase in average online views per press release, when multimedia elements are added.<br />Source: PR Newswire web analytics.<br />
    66. 66.
    67. 67. Leave A Trail of Breadcrumbs<br />http://www.flickr.com/photos/bnoj13/4073663539/<br />
    68. 68. Make it Easy ToAccess, View&Use Your Content !<br />
    69. 69. The most profound technologies are those that <br /> disappear. They weave themselves into the fabric of <br /> everyday life until they are indistinguishable from it…. <br /> - Mark Weiser<br />
    70. 70.
    71. 71. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />http://flavors.me/michaelpranikoff<br />michael.pranikoff@prnewswire.com<br />Twitter / @mpranikoff<br />Follow The Conversation on Twitter #PDXC11 <br />

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