Congresso Mega Brasil de Comunicação 2010 - The Power and Importance of Search & Social Media

1,763 views
1,691 views

Published on

Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff at the Congresso Mega Brasil de Comunicação 2010 in Sao Paulo on May 25, 2010. The Power and Importance of Search & Social Media. www.prnewswire.com / www.prnewswire.com.br

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

No Downloads
Views
Total views
1,763
On SlideShare
0
From Embeds
0
Number of Embeds
22
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 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.
  • 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.
  • 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.
  • Congresso Mega Brasil de Comunicação 2010 - The Power and Importance of Search & Social Media

    1. 1. The Power & Importance of <br />Search & Social Media <br />
    2. 2. Michael Pranikoff<br />Global Director, Emerging Media<br />michael.pranikoff@prnewswire.com<br />http://www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
    3. 3. Search & Social Optimization<br /><ul><li>Onde está o público para as notícias</li></ul> de hoje? Where is the audience for your news today? <br /><ul><li>AudiênciaParticipativaThe Participatory Audience
    4. 4. O Poder e Importância dos </li></ul> Mecanismos de Busca (SEARCH) <br />The Power & Importance of SEARCH<br /><ul><li>SEO & Media Social trabalham </li></ul> em conjuntoSearch and Social work together<br />Twitter Hashtag #congresso3em1<br />
    5. 5.
    6. 6. Brazilian Mass Media usage per week<br />85.6% watch TVat <br />least once a week<br />77.3% readmagazines<br />at least once a week<br />74.2% read newspapers <br />at least once a week<br />72.2%listen to the radio at least once a week<br />70.2%watch cable TV at least once a week<br />eLife 2009 Report Basis: 1,277 sample base<br />
    7. 7. “<br />Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.”<br />Rupert Murdoch, Global Media Entrepreneur<br />Rupert Murdoch<br />
    8. 8. News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. <br />Yahoo News<br />Google News<br />New York Times<br />CNN<br />China’s QQ.com<br />BBC<br />MSN<br />
    9. 9. Influencers<br />Follow The Conversation Twitter Hashtag#congresso3em1<br />
    10. 10. Source: InSites Consulting<br />72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.<br />
    11. 11. QQ<br />Facebook<br />Friendster<br />Wretch<br />Zing<br />Orkut<br />hi5<br />Mixi<br />Cyworld<br />Social Networks are taking the globe<br />Follow The Conversation Twitter Hashtag#congresso3em1<br />
    12. 12. QQ<br />Facebook<br />Orkut is #1 in Brasil right now, but not for long…<br />Facebook is taking over Brasil! <br />Friendster<br />Wretch<br />Zing<br />Orkut<br />hi5<br />Mixi<br />Cyworld<br />Social Networks are taking the globe<br />Follow The Conversation Twitter Hashtag#congresso3em1<br />
    13. 13.
    14. 14.
    15. 15. Follow The Conversation Twitter Hashtag#congresso3em1<br />
    16. 16. BrasilianSocial media use habits<br />Among the reasons below, which one(s) made you use this service?<br />Twitter eLife 2009 Report Basis : 868 sample base.<br />
    17. 17. BrasilianSocial media use habits<br />Among the reasons below, which one(s) made you use this service?<br />OrkuteLife 2009 Report Basis: 806 sample base.<br />
    18. 18. BrasilianSocial media use habits<br />Among the reasons below, which one(s) made you use this service?<br />BlogspoteLife 2009 Report basis: 331 sample base.<br />
    19. 19. Follow The Conversation Twitter Hashtag#congresso3em1<br />
    20. 20. Credibility – Brasilian Audience<br />With a grade from 1 to 5, 1 being “little trustworthy” and 5 being “very trustworthy”, evaluate the following services on credibility of content available:<br />There is NObig difference in the credibility index between those who use and those who do not use traditional media.<br />eLife 2009 Report Basis: 1,277 sample base<br />
    21. 21. Journalists & News Search <br />The press as well as prospects are using news search engines<br /><ul><li>98% of journalists go online daily
    22. 22. 92% for article research
    23. 23. 81% to do searching
    24. 24. 76% to find new sources, experts
    25. 25. 73% to find press releases</li></ul>Sources: Middleberg/Ross Survey and Pew Internet and American Life Project<br />
    26. 26. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    27. 27. PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    28. 28. The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
    29. 29. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
    30. 30. Make your contentEasy To View
    31. 31. Make your contentEasy To Use</li></ul>Follow The Conversation Twitter Hashtag#congresso3em1<br />
    32. 32. Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Goes Out over PRNewswire<br />The Long Tail of Public Relations<br />Press Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    33. 33. Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    34. 34. The Long Tail of Public Relations Over Six Months<br />Amount of Coverage<br />What Needs to happen today – Shorter Releases on a more regular basis<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    35. 35. Consistent<br />Communications<br />Matters<br />Follow The Conversation Twitter Hashtag#congresso3em1<br />
    36. 36. Search Engine Optimizationfor News Releases<br />
    37. 37. Search engine users’ habits<br />Half of all search engine users enter only a single query at a time.<br />A typical user visits only the top 3 search results.<br />55% of users only visited 1 result!<br />Only 19% of visitors clicked through to a second page from their search result.<br />Searchers reported over half of search results were not relevant to what the searcher wanted!<br />Source: SEOMoz.org<br />Follow The Conversation Twitter Hashtag#congresso3em1<br />
    38. 38.
    39. 39.
    40. 40.
    41. 41.
    42. 42. Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120</li></ul> Characters to allow for the ReTweet<br /><ul><li>In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
    43. 43. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
    44. 44. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. </li></li></ul><li>International SEO Tips<br />There a few things that you can do to help users outside your country find your information better<br />Follow The Conversation Twitter Hashtag#congresso3em1<br />
    45. 45. Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    46. 46. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch points
    47. 47. Intimacy– The affection a person holds for a brand
    48. 48. Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/<br />
    49. 49. Use Social Media to make your content directional<br />
    50. 50. Using multimedia in your releases increases <br />journalist and public engagement by 35%.<br />According to internal sample research comparing press releases that contain multimedia with those that do not.<br />Follow The Conversation Twitter Hashtag#congresso3em1<br />
    51. 51. SEO & SOCIAL MEDIA<br />ARE BUDDIES<br />Photo credit: http://www.flickr.com/photos/tambako/2387498031/ <br />
    52. 52.
    53. 53. Search Goes Social<br />
    54. 54. Search Goes Social<br />
    55. 55. Twitter snapshot of <br />Sao Paulo using<br /> Twitter Map<br />Tweets the evening of May 24, 2010<br />Location Based Social Media… Follow Me!<br />
    56. 56. Location Based Social Media… Follow Me!<br />
    57. 57.
    58. 58. http://www.delancey.co.uk/Folio/unused-concepts.php<br />
    59. 59. Follow The Conversation Twitter Hashtag#congresso3em1<br />
    60. 60. Listen<br />Analyze<br />Strategize<br />Engage<br />Repeat<br />Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg<br />
    61. 61. Don’t be<br />AFRAID<br />To Dive On In! <br />Photo credit: http://www.flickr.com/photos/inocuo/1113074767/ <br />
    62. 62. Michael Pranikoff<br />Global Director, Emerging Media<br />michael.pranikoff@prnewswire.com<br />http://www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />

    ×