@mpranikoff #VisualComm
CreateYour
Brand'sVisual
MomentofTruth
@mpranikoff #VisualComm
Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
mic...
@mpranikoff #VisualComm
Zero Moment of Truth
Let’s Start With…..
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
Corporate Communications
Mobile/Apps
Ratings & Reviews
Discussion Forums
Organic Search
Social Eng...
@mpranikoff #VisualComm
Corporate Communications
Mobile/Apps
Ratings & Reviews
Discussion Forums
Organic Search
Social Eng...
@mpranikoff #VisualComm
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
@mpranikoff #VisualComm
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
@mpranikoff #VisualComm
Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
@mpranikoff #VisualComm
! 1st 2nd
Advertisement
(Initial Awareness)
Shelf
(Point of Purchase)
Experience
(Customer Satisfa...
@mpranikoff #VisualComm
Creating Your Brand’s Visual Moment of Truth
.
• Visually
arresting
• Relevant to your
audience
• ...
@mpranikoff #VisualComm@mpranikoff #VisualComm
@mpranikoff #VisualComm
Source: UberFlip
@mpranikoff #VisualComm
@mpranikoff #VisualComm
Source: UberFlip
@mpranikoff #VisualComm
Headline
Article
…8 will only read the
headline…
…and only 2
will make it to the
article.
@mpranikoff
One in five people
1 in 5 people
@mpranikoff #VisualComm
Number/Trigger
Keyword
Adjective
Promise
Headline
_______________
+
+
+
@mpranikoff #VisualComm
HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACON
Trigger
Adjective
Keyword
Promise
@mpranikoff #VisualComm
• Make your news easy to read and
digest. Think “info-snacks”
• Use bold to separate ideas – But
D...
@mpranikoff #VisualComm
Use Less Words
@mpranikoff #VisualComm
@mpranikoff #VisualComm
Source:
http://neomam.com/interactive/13reasons/
@mpranikoff #VisualComm
Source: PR Newswire Web Analytics, June 2012
More multimedia = more views
Releases including multi...
@mpranikoff #VisualComm
Using multimedia in
your releases increases
journalist and public
engagement By 35%
According to i...
@mpranikoff #VisualComm
@mpranikoff #VisualComm
Still, multimedia
is added to only
14% of
releases.
@mpranikoff #VisualComm
Still, multimedia
is added to only
14% of
releases.
@mpranikoff #VisualComm
20102013
@mpranikoff #VisualComm
Image source: TED.com
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
http://vimeo.com/85880042
@mpranikoff #VisualComm
KEEP
CALM
&
PUT Your Content
ToWork
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
Point of Syndication
@mpranikoff #VisualComm
Point of Syndication
Editorial Pickup
@mpranikoff #VisualComm
Point of Syndication
Editorial Pickup
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
http://youtu.be/cBC-pRFt9OM
Launched on April 3, 2014
3,704,585 Views
(as of April 24, 2014)
@mpranikoff #VisualComm
@mpranikoff #VisualComm
2x
Source: Inc. Magazine, 2013
@mpranikoff #VisualComm
12x
Source: Inc. Magazine, 2013
@mpranikoff #VisualComm
68%of millennials likely to
purchase based on their
friends social media
recommendations.
Source: ...
@mpranikoff #VisualComm
of what they
SEE & DO
80%of what they READ
30%
Source: Lester, P. M. (2006). Syntactic Theory of V...
@mpranikoff #VisualComm
Source: 2013 PR Newswire & PR News Multimedia Survey
http://blog.prnewswire.com/2013/08/27/79-of-p...
@mpranikoff #VisualComm
Source: GlobalWebIndex March 2014
@mpranikoff #VisualComm
Source: Visible Measures
@mpranikoff #VisualComm
@mpranikoff #VisualComm
Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics...
@mpranikoff #VisualComm
Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics...
@mpranikoff #VisualComm
Collateral
PR Social
Brand/
Product
Mktg
Digital Mobile
CRM
Lead
Nurture
Lead
Gen.
Company
News
Tw...
@mpranikoff #VisualComm
YOUR
AUDIENCE
@mpranikoff #VisualComm
YOUR
AUDIENCE
Dear Mark,
We’d like to invite you to
a webinar on multimedia.
Does your story belon...
@mpranikoff #VisualComm
Partnering with PR News, we designed
a survey about multimedia content
Results published in an
art...
@mpranikoff #VisualComm
Results displayed as an infographic,
which was also published on both our
blog and on PR News.
Par...
@mpranikoff #VisualComm
Partnering with PR News, we designed
a survey about multimedia content
Our Own Story
And smaller g...
@mpranikoff #VisualComm
Partnering with PR News, we designed
a survey about multimedia content
Our Own Story
Walked throug...
@mpranikoff #VisualComm
Partnering with PR News, we designed
a survey about multimedia content
Our Own Story
Converted inf...
@mpranikoff #VisualComm
Partnering with PR News, we designed
a survey about multimedia content
Our Own Story
From the webi...
@mpranikoff #VisualComm
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog...
@mpranikoff #VisualComm
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog...
@mpranikoff #VisualComm
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog...
@mpranikoff #VisualComm
@mpranikoff #VisualComm
Posting Content to Owned Media
Reaches Your Known Audience
YOUR
EMAIL LISTS,
WEBSITE,
& SOCIAL
MED...
@mpranikoff #VisualComm
Distribution
Media
pick up
Major
media
Online
discoverability
benefits
“Art of Dairy”
May 3, 2013
...
@mpranikoff #VisualComm
Earned Media vs. Branded Content
Source: 2014 In-lab study by Nielsen, commissioned by inPowered
@mpranikoff #VisualComm
@mpranikoff #VisualComm
Image sources:
• http://ebooks.adelaide.edu.au/f/fitzgerald/f_
scott/gatsby/chapter1.html
• AP
@mpranikoff #VisualComm
@mpranikoff #VisualComm
@mpranikoff #VisualComm
Image source: NASA
@mpranikoff #VisualComm
YOUR WEBSITE
Image source: http://sciencelakes.com
@mpranikoff #VisualComm
Image source: www.jezblog.com
PR Newswire is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect an...
@mpranikoff
PRNewswire.com
Blogs
PRN Widget
National
News Sites
Local News
Affiliate
Sites
Portals &
Databases
Trade News
...
@mpranikoff #VisualComm
IDENTIFY & TARGET
PROMOTE &
SYNDICATE
CREATE, CURATE &
OPTIMIZE CONTENT
LISTEN, ANALYZE
MEASURES &...
@mpranikoff #VisualComm
We have the
distribution &
syndication
network to
AMPLIFY your
content.
Our products &
services he...
@mpranikoff #VisualComm
PR Newswire’s blog, Beyond PR http://blog.prnewswire.com/
Google Think Insights
http://www.thinkwi...
@mpranikoff #VisualComm
Forbes, B2B Demand Generation Benchmark Survey for 2012
http://www.forbes.com/sites/seanrosensteel...
Upcoming SlideShare
Loading in...5
×

Demand Attention Now! Create Your Visual Moment of Truth

6,123

Published on

Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, in Dallas on May 1, 2013. This presentation explores how the use of visual storytelling has a new, deep role in how your business or organization can create experiences with your audiences throughout the buying cycle. Search and social has empowered shoppers to conduct in-depth research about the brands and products that mean the most to them before making a purchase. The point at which a consumer chooses a preferred brand, where to buy, and with whom they share the results is what Google has famously deemed "The Zero Moment of Truth." Now, it is up to communicators to join the conversation at this new moment in the buying cycle where decisions are being made and provide the content that buyers are looking for in the formats that resonate the most.

Published in: Marketing, Technology

Transcript of "Demand Attention Now! Create Your Visual Moment of Truth"

  1. 1. @mpranikoff #VisualComm CreateYour Brand'sVisual MomentofTruth
  2. 2. @mpranikoff #VisualComm Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
  3. 3. @mpranikoff #VisualComm Zero Moment of Truth Let’s Start With…..
  4. 4. @mpranikoff #VisualComm
  5. 5. @mpranikoff #VisualComm
  6. 6. @mpranikoff #VisualComm Corporate Communications Mobile/Apps Ratings & Reviews Discussion Forums Organic Search Social Engagement In-Product Website ROI ToolsCustomer Service Online Ads DISCOVER EXPLORE ENGAGE BUY Events Packaging
  7. 7. @mpranikoff #VisualComm Corporate Communications Mobile/Apps Ratings & Reviews Discussion Forums Organic Search Social Engagement In-Product Website ROI ToolsCustomer Service Online Ads DISCOVER EXPLORE ENGAGE BUY Events Packaging Source: CEB B2B Marketing Study, 2012
  8. 8. @mpranikoff #VisualComm Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  9. 9. @mpranikoff #VisualComm Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  10. 10. @mpranikoff #VisualComm Source: http://www.executiveboard.com/exbd/sales-service/the-end-of-solution-sales/index.page
  11. 11. @mpranikoff #VisualComm ! 1st 2nd Advertisement (Initial Awareness) Shelf (Point of Purchase) Experience (Customer Satisfaction) 0 AWARENESS CONSIDERATION INTENT DECISION DISPLAY CLICK SOCIAL EMAIL PAID SEARCH ORGANIC SEARCH DIRECTREFERRAL OTHER PAID Assisting interaction Last interaction
  12. 12. @mpranikoff #VisualComm Creating Your Brand’s Visual Moment of Truth . • Visually arresting • Relevant to your audience • Content management • Flow of fresh content • Discoverable to your audiences • Influential sources
  13. 13. @mpranikoff #VisualComm@mpranikoff #VisualComm
  14. 14. @mpranikoff #VisualComm Source: UberFlip
  15. 15. @mpranikoff #VisualComm
  16. 16. @mpranikoff #VisualComm Source: UberFlip
  17. 17. @mpranikoff #VisualComm Headline Article …8 will only read the headline… …and only 2 will make it to the article.
  18. 18. @mpranikoff One in five people 1 in 5 people
  19. 19. @mpranikoff #VisualComm Number/Trigger Keyword Adjective Promise Headline _______________ + + +
  20. 20. @mpranikoff #VisualComm HOW TO WRITE HEADLINES THAT ARE BETTER THAN BACON-COVERED BACON Trigger Adjective Keyword Promise
  21. 21. @mpranikoff #VisualComm • Make your news easy to read and digest. Think “info-snacks” • Use bold to separate ideas – But Don’t Overdo It! • Bullet points are great to use. – Make this your Tweet. •Think about having a “Quotes” section instead of burying the quote. •Easy To Read means Easier to Use!
  22. 22. @mpranikoff #VisualComm Use Less Words
  23. 23. @mpranikoff #VisualComm
  24. 24. @mpranikoff #VisualComm Source: http://neomam.com/interactive/13reasons/
  25. 25. @mpranikoff #VisualComm Source: PR Newswire Web Analytics, June 2012 More multimedia = more views Releases including multiple multimedia resulted in up to NEARLY 10 TIMES more than that of text-only releases
  26. 26. @mpranikoff #VisualComm 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.
  27. 27. @mpranikoff #VisualComm
  28. 28. @mpranikoff #VisualComm Still, multimedia is added to only 14% of releases.
  29. 29. @mpranikoff #VisualComm Still, multimedia is added to only 14% of releases.
  30. 30. @mpranikoff #VisualComm 20102013
  31. 31. @mpranikoff #VisualComm Image source: TED.com
  32. 32. @mpranikoff #VisualComm
  33. 33. @mpranikoff #VisualComm
  34. 34. @mpranikoff #VisualComm
  35. 35. @mpranikoff #VisualComm http://vimeo.com/85880042
  36. 36. @mpranikoff #VisualComm KEEP CALM & PUT Your Content ToWork
  37. 37. @mpranikoff #VisualComm
  38. 38. @mpranikoff #VisualComm
  39. 39. @mpranikoff #VisualComm
  40. 40. @mpranikoff #VisualComm
  41. 41. @mpranikoff #VisualComm Point of Syndication
  42. 42. @mpranikoff #VisualComm Point of Syndication Editorial Pickup
  43. 43. @mpranikoff #VisualComm Point of Syndication Editorial Pickup
  44. 44. @mpranikoff #VisualComm
  45. 45. @mpranikoff #VisualComm
  46. 46. @mpranikoff #VisualComm
  47. 47. @mpranikoff #VisualComm
  48. 48. @mpranikoff #VisualComm
  49. 49. @mpranikoff #VisualComm http://youtu.be/cBC-pRFt9OM Launched on April 3, 2014 3,704,585 Views (as of April 24, 2014)
  50. 50. @mpranikoff #VisualComm
  51. 51. @mpranikoff #VisualComm 2x Source: Inc. Magazine, 2013
  52. 52. @mpranikoff #VisualComm 12x Source: Inc. Magazine, 2013
  53. 53. @mpranikoff #VisualComm 68%of millennials likely to purchase based on their friends social media recommendations. Source: Harris Interactive Poll, January 2014
  54. 54. @mpranikoff #VisualComm of what they SEE & DO 80%of what they READ 30% Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.
  55. 55. @mpranikoff #VisualComm Source: 2013 PR Newswire & PR News Multimedia Survey http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/
  56. 56. @mpranikoff #VisualComm Source: GlobalWebIndex March 2014
  57. 57. @mpranikoff #VisualComm Source: Visible Measures
  58. 58. @mpranikoff #VisualComm
  59. 59. @mpranikoff #VisualComm Company News Tweets Facebook posts Demos Surveys Case studies White papers Collateral Infographics Ads Forums Testimonials Newsletters & emails Apps & Games 85%of brand marketers are publishing content. Source: Forrester, October 2013
  60. 60. @mpranikoff #VisualComm Company News Tweets Facebook posts Demos Surveys Case studies White papers Collateral Infographics Ads Forums Testimonials Newsletters & emails Apps & Games 36%are doing it effectively. But only Source: Forrester, October 2013
  61. 61. @mpranikoff #VisualComm Collateral PR Social Brand/ Product Mktg Digital Mobile CRM Lead Nurture Lead Gen. Company News Tweets Facebook posts Blog posts Demos Surveys Case studies Infographics Ads Forum discussions Testimonials White papersApps/Games Newsletters & emails
  62. 62. @mpranikoff #VisualComm YOUR AUDIENCE
  63. 63. @mpranikoff #VisualComm YOUR AUDIENCE Dear Mark, We’d like to invite you to a webinar on multimedia. Does your story belong on TV?
  64. 64. @mpranikoff #VisualComm Partnering with PR News, we designed a survey about multimedia content Results published in an article on PR News and a series of posts on our blog. Our Own Story
  65. 65. @mpranikoff #VisualComm Results displayed as an infographic, which was also published on both our blog and on PR News. Partnering with PR News, we designed a survey about multimedia content Our Own Story
  66. 66. @mpranikoff #VisualComm Partnering with PR News, we designed a survey about multimedia content Our Own Story And smaller graphic elements to promote our the infographic blog post across our social channels.
  67. 67. @mpranikoff #VisualComm Partnering with PR News, we designed a survey about multimedia content Our Own Story Walked through results in a live Webinar, which we promoted in our eNewsletter and via release.
  68. 68. @mpranikoff #VisualComm Partnering with PR News, we designed a survey about multimedia content Our Own Story Converted infographic into a presentation published to SlideShare
  69. 69. @mpranikoff #VisualComm Partnering with PR News, we designed a survey about multimedia content Our Own Story From the webinar, we generated a recorded version as well as a deck to share on SlideShare.
  70. 70. @mpranikoff #VisualComm Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  71. 71. @mpranikoff #VisualComm Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  72. 72. @mpranikoff #VisualComm Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
  73. 73. @mpranikoff #VisualComm
  74. 74. @mpranikoff #VisualComm Posting Content to Owned Media Reaches Your Known Audience YOUR EMAIL LISTS, WEBSITE, & SOCIAL MEDIA PRESENCE Syndication Increases Awareness & Grows Your Known Audience Content
  75. 75. @mpranikoff #VisualComm Distribution Media pick up Major media Online discoverability benefits “Art of Dairy” May 3, 2013 Picked up multiple times RANK 13 Google search of store name WIRE “World Vegetarian Day” October 1, 2013 Not Picked up RANK 35 (below the fold) Google search of store name NO WIRE Distribution vs. Owned Experiment Large Grocery Retail Chain Source: 2013 survey by leading professional services firm.
  76. 76. @mpranikoff #VisualComm Earned Media vs. Branded Content Source: 2014 In-lab study by Nielsen, commissioned by inPowered
  77. 77. @mpranikoff #VisualComm
  78. 78. @mpranikoff #VisualComm Image sources: • http://ebooks.adelaide.edu.au/f/fitzgerald/f_ scott/gatsby/chapter1.html • AP
  79. 79. @mpranikoff #VisualComm
  80. 80. @mpranikoff #VisualComm
  81. 81. @mpranikoff #VisualComm Image source: NASA
  82. 82. @mpranikoff #VisualComm YOUR WEBSITE Image source: http://sciencelakes.com
  83. 83. @mpranikoff #VisualComm Image source: www.jezblog.com
  84. 84. PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide
  85. 85. @mpranikoff PRNewswire.com Blogs PRN Widget National News Sites Local News Affiliate Sites Portals & Databases Trade News Sites Your Website MediaRoom Video Portals Multimedia Release Mobile App Partnerships Mobilized Websites PRN Mobile Site & App High Ranking Search Results PR Newswire for Journalists Media Outlet News Feeds “The Wire” Twitter SocialPost Email Microlists / Media Lists
  86. 86. @mpranikoff #VisualComm IDENTIFY & TARGET PROMOTE & SYNDICATE CREATE, CURATE & OPTIMIZE CONTENT LISTEN, ANALYZE MEASURES & STRATEGIZE ENGAGE & INTERACT The PR Newswire Vision of Modern Storytelling LINKS FROM SOCIAL boost search rankings, so get your message shared [1] [2]
  87. 87. @mpranikoff #VisualComm We have the distribution & syndication network to AMPLIFY your content. Our products & services help you continually ENGAGE your target audiences. We have the resources to make your content more VISIBLE.
  88. 88. @mpranikoff #VisualComm PR Newswire’s blog, Beyond PR http://blog.prnewswire.com/ Google Think Insights http://www.thinkwithgoogle.com/ CEB B2B Marketing study http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/ Inc Magazine, Build Social Media Following with Visuals http://www.inc.com/magazine/201311/ryan-underwood/build-social-media-following-with-visuals.html eMarketer, Harris Interactive Poll http://www.emarketer.com/Article/Millennials-Social-Media-Posts-Influence-Peers-Buy-New- Products/1010576 Neoman, Thirteen Reasons Why Your Brain Craves Infographics http://neomam.com/interactive/13reasons/ Lester, P. M. (2006). Syntactic Theory of Visual Communication. http://commfaculty.fullerton.edu/lester/writings/viscomtheory.html Additional Resources
  89. 89. @mpranikoff #VisualComm Forbes, B2B Demand Generation Benchmark Survey for 2012 http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content- marketing-objectives/ 2013 PR Newswire & PR News Multimedia Survey http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/ Forrester, 85% of Marketers Publish Branded Content but only 36% Do It Effectively http://www.forrester.com/Forrester+85+Of+Marketers+Publish+Branded+Content+But+Only+36+Do+It+Effec tively/-/E-PRE6125 GFK Facebook Study http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/ In-lab study by Nielsen, commissioned by inPowered, March 2014 http://www.inpwrd.com/nielsen MOZ, An Introduction to PR Strategy for SEOs http://moz.com/blog/an-introduction-to-pr-strategy-for-seos Beyond Bylines (PR Newswire Media Blog), PRN Pulse survey info http://prnewswiremedia.wordpress.com/2014/02/20/journalists-and-bloggers-using-more-visual- storytelling/

×