Converged Content: #Trending in PR


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Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, for the Montreal #PRMixer event held on June 18, 2013 and sponsored by CNW – a PR Newswire Company. This presentation was about how marketing & public relations are converging through story telling as modern media consumption habits are changing.

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  • Content Drives Them All – all kinds of content drives audience…but are you using the right content to drive audiences? Are you telling your unique story in a way that connects your audience to your brand or your message?
  • Social media platforms provide opportunity to present an authentic voice to the consumer… this is because non-genuine messages are not supported by the participants. They allow for listening and immediate feedback.
  • Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency.  The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
  • Today, a connected audience is an engaged audience. If you are really using your stories to connect your audience with your brand, then you need to be able to capture their intentions. You need to be able to lead your audience to what’s next on the journey….but in order to do that you need to know where you want them to go next when you are planning your content strategy.
  • The Classic Story Arc as we know it currently concludes it’s life span today in a period of 72 – 96 hours….and we think this is beginning to shorten. This requires marketers to separate our channels of Paid, Earned, and Owned and in this instance, relies fully on earned media to further our message.
  • We now move to a new way of telling our story. Here, we are now mixing our media – mixing the Paid, The Owned, and the Earned media inflections. In this scenario, we are now able to control more of the message. We keep adding more pieces to the story and at the same time using a mix of channels and media types – from text to imagery to video.
  • 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.
  • Brands create more opportunities for engagement. The real secret to social media success is to create something that you what to share with your friend and is consistent with your brand message. Does it pass the “I gotta share this!” Test, the answer is usually, NO. If people want to share it people will write about it or copy it.
  • However, 73% of brands report that they are experimenting with video channels such as YouTube. This kind of content can be very beneficial to brands if done in the right way. According to Invodo, in the fourth quarter of 2012 57% of consumers responded to a survey saying that they are more confident about a product when there is a video of the product that they are looking to purchase, and therefore more likely to purchase.
  • Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.  
  • Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.  
  • Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that. 
  • Content has to be easily found by your audience - Search engines and social networks play a huge role in the ability to drive content marketing, but so does syndication. When your content is visible on websites that your audiences rely on for information, the content is credible. 
  • Converged Content: #Trending in PR

    1. 1. #PRMIXER / @mpranikoff
    2. 2. Michael Pranikoff Global Director, Emerging Media PR Newswire Twitter / @mpranikoff
    3. 3. #PRMIXER / @mpranikoff
    4. 4. Image source: ADVERTISER • Pushes information • Needs to listen • Focuses on transactions CONSUMER • Values authenticity • Wants to be heard • Expects an immediate response to questions #PRMIXER / @mpranikoff
    6. 6. #PRMIXER / @mpranikoff
    7. 7. The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers. Content Marketing Content Marketing will AMPLIFY your existing media campaigns, increase VISIBILITY and drive ENGAGEMENT leading to your desired outcome. CHOICE PREFERENCE CONSIDERATION AWARENESS #PRMIXER / @mpranikoff
    8. 8. The value exchange BRAND Currency = Content AUDIENCE Currency = Personal Info Jane Smith 555-555-5555 CEO, XYZ Corp. The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement #PRMIXER / @mpranikoff
    9. 9. The future is now OWNED MEDIA EARNED MEDIA PAID MEDIA SOCIAL + SEARCH + MOBILE A brand pays to place ad or content in a channel to drive conversation forward. Publicity gained through influencer promotion, including shares, likes & tweets. Brand published content to drive earned media and sustain buzz around brand. • Advertising • Events • Direct Marketing • Press pickup • Blog mention • Social sharing • Word of Mouth • Company blogs • Company website • Company social accounts #PRMIXER / @mpranikoff
    11. 11. #PRMIXER / @mpranikoff
    12. 12. Classic Story Arc x = time y = tension opening scene climax dénouement Earned Media beginning middle end Adapted from Lou Hoffman - 72 Hours – 96 Hours #PRMIXER / @mpranikoff
    13. 13. The New Story ARC….Spike x = time y = change Old Way New Way future storytelling fodder Adapted from Lou Hoffman - #PRMIXER / @mpranikoff
    14. 14. Photo credit: Visibility
    15. 15. Photo credit: Engagement The 3 I’s of Engagement • Interaction – The actions a person takes while present at those touch points • Intimacy – The affection a person holds for a brand • Influence – The likelihood a person is to advocate on behalf of the brand
    16. 16. Content such as Blog Posts & YouTube videos can Educate Customers to the point where they’re ready to buy 57% More confidant of making a purchase online #PRMIXER / @mpranikoff
    17. 17. Using multimedia in your releases increases journalist and public engagement According to internal sample research comparing press releases that contain multimedia with those that do not. #PRMIXER / @mpranikoff
    18. 18. Content Must Be Mapped To Business Objectives #PRMIXER / @mpranikoff
    19. 19. Content Must Be Appealing #PRMIXER / @mpranikoff
    20. 20. Content Must Be Easy To Be Found #PRMIXER / @mpranikoff
    21. 21. Publish a steady stream of content Keep it relevant & interesting TRUST RELIABILITY DELIGHT Adapted via: