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Agile Communications in a Changing World: The “New Nimble” – 2011 Portland Communicators Conference
 

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/

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.

Agile Communications in a Changing World: The “New Nimble” – 2011 Portland Communicators Conference Agile Communications in a Changing World: The “New Nimble” – 2011 Portland Communicators Conference Presentation Transcript

  • Agile Communications in a Changing World: The “New Nimble”
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    http://flavors.me/michaelpranikoff
    michael.pranikoff@prnewswire.com
    Twitter / @mpranikoff
    Follow The Conversation on Twitter #PDXCC11
  • Disclaimer: I am not a Guru.
    All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best.
  • Engage opportunity across all channels
    Social
    Web sites
    Search
    Mobile
    Video
    sharing
    CONTENT
    Blogs
    Microblogs
    Print
    Broadcast
  • Engage opportunity with all key audiences
    Investors
    The Media
    Bloggers
    Decision
    Makers
    CONTENT
    Influencers
    Consumers
    Shareholders
  • Content
    REVOLUTION
    Follow The Conversation on Twitter #PDXCC11
  • http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/
  • CONTENT is
    Follow The Conversation on Twitter #PDXCC11
  • Follow The Conversation on Twitter #PDXCC11
  • PUSH
    Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
  • PULL
    Follow The Conversation on Twitter #PDXCC11
    Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
  • PULL
    PUSH
    CONTENT
  • Old School
    New School
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Website
    Email
    News Release
    Social media
    Traditional
    Media
    Communications Channel Complexity
    Video
    Tradeshows
    Search
    Photos / Visualizations
    Blog
  • Today is
    not about
    Tech /Tools.
    Source: www.burtcorp.com
  • It’s About Process
    Follow The Conversation on Twitter #PDXCC11
    Source: www.burtcorp.com
  • Requirement
    Specification
    Design
    Problem: Known
    Solution: Known
    Implementation
    Verification
    Maintenance
    Source: www.burtcorp.com
  • Agile Communications
    The process of being quick to learn, adapt, & improve.
    Follow The Conversation on Twitter #PDXC11
    Source: www.burtcorp.com
  • "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.“
    Ian Tait - Global Interactive Executive Creative Director at W+K
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • 10101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010101010
    Everything Will Be Digitized. Eventually
  • SILOS in Corporations are
    OldandCrumbling
    http://www.flickr.com/photos/kh-67/4892949459/
  • Communications Comes Into Focus
    Marketing
    Public Relations
    Companies want:
    • Direct access to consumers
    • Opportunities to engage with audiences
    • Continuous Messaging that is easy to share
    • Analytics, ROI
    They want to communicate in a way that combines PR, Marketing and Advertising.
    Advertising
  • Please Save The Kittens
  • Trust
    Follow The Conversation on Twitter #PDXCC11
  • TrustOverAttention
    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.
  • Control Chaos
  • Photo credit: http://www.flickr.com/photos/unaerica/3271668934/
  • Manage
    ^
    Control Chaos
  • Examining Field of Play
  • I Love it when a plan comes together!
  • From agile software development to agile marketing.
    Follow The Conversation on Twitter #PDXC11
  • November 2010 “CMO Mandate: Adapt Or Perish”
    Use The ADAPT Framework To Combat The Barriers Of Traditional Marketing
  • The Emerging Media Landscape
    The Media Landscape is no longer static, so we can’t afford to be static either
    User Generated
    Editorial
    Consumer
    Business
  • Newspapers: 30 mins
    Magazines:
    20 mins
    Mobile: 50 mins
    Internet:
    2 hrs, 35 mins
    TV:
    4 hrs, 24 mins
    • Author
    • Design
    • Publish
    Create
    • Targeted
    • Multi-channel
    • Social
    Deliver
    • Content
    • Copy
    • Call to action
    • Goals
    • Traffic sources
    • Visitors
    Analyze
    Optimize
  • Create
    Continuous
    Process
  • Idea
    Produce
    Measure
    CAMPAIGN 1
    Idea
    Measure
    Produce
    Source: www.burtcorp.com

  • I never skate to where the puck is, I always skate to where the puck is going to be.
    Wayne Gretzky – Hall of Fame Hockey Player
  • Analyze
  • Traditional Public Relations Model
    The model has changed....
  • Where do you generally go first for news about a company?
    Then where do you go?
  • Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Contentis
    KING!
  • Contextis
    The Almighty
  • Building the Foundation
    SEO
  • Make Your ContentDirectional
  • Oh The Places Content CAN Go
  • more multimedia = more views
    Increase in average online views per press release, when multimedia elements are added.
    Source: PR Newswire web analytics.
  • Leave A Trail of Breadcrumbs
    http://www.flickr.com/photos/bnoj13/4073663539/
  • Make it Easy ToAccess, View&Use Your Content !
  • The most profound technologies are those that
    disappear. They weave themselves into the fabric of
    everyday life until they are indistinguishable from it….
    - Mark Weiser
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    http://flavors.me/michaelpranikoff
    michael.pranikoff@prnewswire.com
    Twitter / @mpranikoff
    Follow The Conversation on Twitter #PDXC11