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Berlin - Social Media & The New Face of PR

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Presented by News Aktuell and PR Newswire; Michael Pranikoff – PR Newswire Global Director of Emerging Media presented to an audience of PR / Marketing Professionals on August 10, 2010 in Berlin, …

Presented by News Aktuell and PR Newswire; Michael Pranikoff – PR Newswire Global Director of Emerging Media presented to an audience of PR / Marketing Professionals on August 10, 2010 in Berlin, Germany

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  • The past 50 years have been witness to a remarkable evolution of communications. Modern-day communications began modestly in the 1950s with the introduction of what were at the time technological breakthroughsThe 1960s were noteworthy for cementing TV as THE communications medium and introducing a new technology that one could argue is already a relic in today’s worldBreakthroughs in the 1970s allowed for greater global access to information, while the 1980s saw the first signs personal and mobile communications technologyHowever, the communications evolution turned revolution in the 90s with an explosion of new media forms. Internet became accessible to all, even grandma got an email account, and outlets like the Drudge Report legitimized online news. Today, it seems that new media forms are introduced daily. You need a scorecard to keep up. For communicators, this rapid change can be overwhelming, but also a tremendous opportunity as vast audiences can be reached with great intimacy
  • It’s a rapidly changing world. Modern-day communications began modestly in the 1950s with the introduction of what were at the time technological breakthroughs
  • However, the communications evolution turned revolution in the 90s with an explosion of new media forms. Internet became accessible to all – and with access, lowered the bar to communicate messages. It allowed almost anyone to become a media outlet, sometime regardless of qualifications or integity. Today, it seems that new media forms are introduced daily. You need a scorecard to keep up. For communicators, this rapid change can be overwhelming, but also a tremendous opportunity as vast audiences can be reached with great intimacy….but there are no rules and the roadmap changes constantly with faster innovation.
  • There are a wide range of social networks across Asia, but Facebook has been making tremendous progress is almost all markets. (Facebook is banned in China, but Facebook clone Xiaonei has seen tremendous growth). If current trends hold, Facebook will overtake Orkut in India sometime later this year. Facebook’s prominence comes for a number of reasons, including the high mobile platform, which has proved popular in numerous markets. In Indonesia, for example, Facebook surpassed Friendster largely thanks to people with cheap Blackberry-style phones from China using Facebook while stuck in Jakarta traffic.
  • 200 million active users worldwide30% of users are from the US2nd most visited web site in the world850 million photos, 7 million videos, and 28 million pieces of content are uploaded each monthMore than 95% of Facebook members have used at least one application built on Facebook PlatformMore than 4 million users become fans of Pages each day
  • 200 million active users worldwide30% of users are from the US2nd most visited web site in the world850 million photos, 7 million videos, and 28 million pieces of content are uploaded each monthMore than 95% of Facebook members have used at least one application built on Facebook PlatformMore than 4 million users become fans of Pages each day
  • Social networking, blogs, and video / data sharing created Many voices all speaking at once with many opinions. The challenge for organizations today is learning how to leverage the new media to create a cycle of communication that links and feeds on itself.
  • It’s a New World and New Communications Mindset is needed. Today’s communication environment is about reaching a mass audience on an individual basis. Interactivity and intimacy are keys to success. The exchange of ideas helps to inflame interest and promote passion.
  • Thus, important to fully understand/leverage how information is received/digested throughout the communications cycleGlobalRegional Local
  • Reporters are no longer the sole “gatekeeper” of information. Organizations now have an opportunity to communicate beyond the media and directly with consumers and investors, worldwide. While traditional media still holds sway, big dividends are yielded when savvy communicators embrace the new generation of citizen journalists, bloggers and participants in social networks.
  • When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
  • As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.
  • The objective is to have those of influence take notice, whether it is a reporter at The Wall Street Journal, your industry’s top blogger, or a single customer in SaskatoonGoal is to develop communications plans that empower the audience to want to own the message and create momentum that links and feeds on itself
  • Transcript

    • 1. Social Media & The NEW Face of Public Relations
      Berlin, Germany – August 10, 2010
      Brought to you by News Aktuell & PR Newswire
      Follow The Conversation Twitter Hashtag#naprn
    • 2. Michael Pranikoff
      Global Director,
      Emerging Media
      PR Newswire
      michael.pranikoff@prnewswire.com
      www.delicious.com/michaelpranikoff
      Twitter / @mpranikoff
    • 3. Today’s Agenda
      • The changing face of Media – US Trends
      • 4. Social Media facts and fictions
      • 5. Best Practices – are they different in the US vs. Europe?
      • 6. Getting down to business – tips and tools for the new era of communications
      • 7. How Can PR Newswire be of assistance?
      • 8. Time for some Crystal Ball Gazing....
      What does the Future Hold?
      Follow The Conversation Twitter Hashtag#naprn
    • 9. Are They YOUR Influential's?
      #1 Reaching the Influencers
    • 10. Influencers
      #1 Reaching the Influencers
    • 11. Rise of Citizen Journalism
      Major dailies go online
      First fax machine
      Email becomes standard
      Podcasts

      Precursor to internet developed
      Apple Mac
      Email, internet go mobile.
      First press release over newswire
      IM-ing goes global
      First transatlantic phone call via cable
      Cell phone network launched
      Rise of social networks
      Google becomes verb
      Web free to all
      TV = Mainstream
      JFK, Vietnam, Moon
      Satellites transmit programming
      Drudge Breaks Lewinsky
      User-generated content explodes
      A Rapidly Changing World
      “i“ Everything
    • 12. Old School
      New School
    • 13. Follow The Conversation Twitter Hashtag#naprn
    • 14. Follow The Conversation Twitter Hashtag#naprn
    • 15.
    • 16. Follow The Conversation Twitter Hashtag#naprn
    • 17. QQ
      Facebook
      Friendster
      Wretch
      Zing
      Orkut
      hi5
      Mixi
      Cyworld
      #2 Social Media Trends – In the USA and Around the World
    • 18. Source: InSites Consulting
      72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.
    • 19. 500 Million Facebook users Worldwide
      70% Outside the US
    • 20. Pew Research Center’s
      • 57% of internet users share links to news stories
      • 21. 30% get news through Social Networks
      • 22. 6% get news via Twitter feeds
      500 Million Facebook users Worldwide
      70% Outside the US
    • 23. Social network that is Best Known
      in Europe
      Facebook 68%
      Hyves 96%
      Facebook 98%
      Facebook 90%
      Facebook 83%
      Users
      72%
      Facebook 95%
      Facebook 94%
      73%
      Facebook 95%
      Facebook 98%
      Hi5 97%
      Facebook
      N per country = About 200
    • 24. Social network site with Highest
      Penetration of population in Europe
      Facebook 22%
      Hyves 63%
      Facebook 72%
      Hi5 60%
      Facebook 29%
      Users
      72%
      Facebook 57%
      Facebook 67%
      51%
      Facebook 71%
      Facebook 73%
      Hi5 61%
      Facebook
      N per country = About 200
      2010
    • 25. Many Voices…
      Many Opinions
    • 26. New World, New Mindset
      Image Credit: http://www.sonofthesouth.net/revolutionary-war/maps/new-world-map-1808.jpg
    • 27. Photo Credit: http://www.invisiblepr.com/search/el%20bocho%20beyond%20borders%20cnn/
    • 28. Journalist
      Journalist
      Journalist
      Follow The Conversation Twitter Hashtag#naprn
    • 29. Traditional Public Relations Model
      The model has changed....
      Follow The Conversation Twitter Hashtag#naprn
    • 30. Principles to Communicating Your Message Today
      • Make your contentAccessible
      • 31. Make your contentEasy To View
      • 32. Make your contentEasy To Use
      Follow The Conversation Twitter Hashtag#naprn
    • 33. Mainstream Media Pickup
      Blogs / Twitter / Online Pubs
      Immediate Online Pickup
      Weekly Trade Pubs
      Monthly Trades
      Quarterly Pubs / Journals
      Search Share Blog
      Release Goes Out over PRNewswire
      The Long Tail of Public Relations
      Press Release
      Conversation
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 34. Head
      Traditional Media
      Reaching Billions
      Reach
      MILLIONS
      Online Media
      SEARCH
      Tail
      Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 35. The Long Tail of Public Relations Over Six Months
      Amount of Coverage
      What Needs to happen today – Shorter Releases on a more regular basis
      Time From Origination
      Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
    • 36. Consistent
      Communications
      Matters
    • 37. News Traffic Landscape
      Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic.
      Yahoo News
      Google News
      New York Times
      CNN
      China’s QQ.com
      BBC
      MSN
      Follow The Conversation Twitter Hashtag#naprn
    • 38. Journalists & News Search
      The press as well as prospects are using news search engines
      • 98% of journalists go online daily
      • 39. 92% for article research
      • 40. 81% to do searching
      • 41. 76% to find new sources, experts
      • 42. 73% to find press releases
      Sources: Middleberg/Ross Survey and Pew Internet and American Life Project
    • 43. Building the Foundation
      SEO
      Follow The Conversation Twitter Hashtag#naprn
    • 44. Search engine users’ habits
      Half of all search engine users enter only a single query at a time.
      A typical user visits only the top 3 search results.
      55% of users only visited 1 result!
      Only 19% of visitors clicked through to a second page from their search result.
      Searchers reported over half of search results were not relevant to what the searcher wanted!
      Source: SEOMoz.org
      Follow The Conversation Twitter Hashtag#naprn
    • 45.
    • 46.
    • 47.
    • 48. Tips for SEO & News Releases
      • Create Tweetable Headlines – 120
      Characters to allow for the ReTweet
      • In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
      • 49. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
      • 50. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release.
    • 51.
    • 52. Visibility
      Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
    • 53. Case
      Study
    • 54. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 55. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 56. Shape the conversation by participating in it
    • 57. 65%
      Of consumers have had a digital experience change their opinion about a brand
      august 2009
      Follow The Conversation Twitter Hashtag#naprn
    • 58. Use Social Media to make your content directional
    • 59. Engagement
      The 3 I’s of Engagement
      • Interaction– The actions a person takes while present at those touch points
      • 60. Intimacy– The affection a person holds for a brand
      • 61. Influence– The likelihood a person is to advocate on behalf of the brand
      Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
    • 62. Identifying the
      Audience
      Where are they gathering?
      What are they talking about?
    • 63. Case
      Study
    • 64. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 65. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 66. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 67. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 68. Case
      Study
    • 69. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 70. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 71. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 72. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
    • 73. Virgin America MNR
    • 74. Virgin America MNR
    • 75. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17
      Virgin America MNR
    • 76. Using multimedia in your releases increases
      journalist and public engagement by 35%.
      According to internal sample research comparing press releases that contain multimedia with those that do not.
      Follow The Conversation Twitter Hashtag#naprn
    • 77. SEO & Social Media
      Are Buddies 
      Photo credit: http://www.flickr.com/photos/tambako/2387498031/
    • 78. How Will You Measure Your Success?
      Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/
    • 79.
    • 80. Listen
    • 81.
    • 82.
    • 83. Examine
      Activity
      the
    • 84. Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS
    • 85. How Do you Manage / Control your Corporate Identity in a Crisis Situation?
    • 86. Case
      Study
    • 87.
    • 88. PR Newswire Social Media Metrics
    • 89.
    • 90.
    • 91.
    • 92.
    • 93.
    • 94.
    • 95. Social MEdia
      Follow The Conversation Twitter Hashtag#naprn
    • 96. Search Goes Social
    • 97. Search Goes Social
    • 98. Location Based Social Media… Follow Me!
    • 99. Location Based Social Media… Follow Me!
    • 100. Location...Now You Can Take PR Newswire WITH You!
    • 101. Pursue social media as part of a comprehensive communications strategy
      “It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre
    • 102. Listen
      Analyze
      Strategize
      Engage
      Repeat
      Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg
    • 103. Michael Pranikoff
      Global Director,
      Emerging Media
      PR Newswire
      michael.pranikoff@prnewswire.com
      www.delicious.com/michaelpranikoff
      Twitter / @mpranikoff

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