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Generation PR:  One Message, Many Audiences  - Silverpop 2011 Client Summit
 

Generation PR: One Message, Many Audiences - Silverpop 2011 Client Summit

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Generation PR: One Message, Many Audiences – Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff at the Silverpop 2011 Client Summit in Atlanta. Find out more about ...

Generation PR: One Message, Many Audiences – Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff at the Silverpop 2011 Client Summit in Atlanta. Find out more about Silverpop and PR Newswire at http://bit.ly/kjKGkD

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  • The 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 world
  • 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.
  • 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.
  • 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.
  • 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.

Generation PR:  One Message, Many Audiences  - Silverpop 2011 Client Summit Generation PR: One Message, Many Audiences - Silverpop 2011 Client Summit Presentation Transcript

  • Generation PR
    One Message
    Many Audiences
    Follow The Conversation on Twitter #spop11
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    http://flavors.me/michaelpranikoff
    michael.pranikoff@prnewswire.com
    Twitter / @mpranikoff
  • 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 #spop11
  • http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/
  • CONTENT is
  • Follow The Conversation on Twitter #spop11
  • PUSH
    Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
  • PULL
    Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
  • PULL
    PUSH
    CONTENT
  • “In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercials to produce the same result” (Jim Stengel, CMO, P&G)
  • Website
    Email
    News Release
    Social media
    Traditional
    Media
    Communications Channel Complexity
    Video
    Tradeshows
    Search
    Photos / Visualizations
    Blog
  • Old School
    New School
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Newspapers: 30 mins
    Magazines:
    20 mins
    Mobile: 50 mins
    Internet:
    2 hrs, 35 mins
    TV:
    4 hrs, 24 mins
  • The Emerging Media Landscape
    User Generated
    Editorial
    Consumer
    Business
  • 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
  • "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
  • SILOS in Corporations are
    OldandCrumbling
    http://www.flickr.com/photos/kh-67/4892949459/
  • Traditional Public Relations Model
    The model has changed....
  • 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
  • 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.
  • Where do you generally go first for news about a company?
    Then where do you go?
  • 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
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Follow The Conversation on Twitter #spop11
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Are you driving the conversation?
    http://www.flickr.com/photos/perspectivephotography/2090451536/
  • Letting go of control.
    Follow The Conversation on Twitter #spop11
  • Mainstream Media Pickup
    Blogs / Twitter / Online Pubs
    Immediate Online Pickup
    Weekly Trade Pubs
    Monthly Trades
    Quarterly Pubs / Journals
    Search Share Blog
    Release Goes Out
    The Long Tail of Corporate Content
    News Release
    Conversation
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Head
    Traditional Media
    Reaching Billions
    Reach
    MILLIONS
    Online Media
    SEARCH
    Tail
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06
  • The Long Tail of Corporate Content
    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 Global Director of Emerging Media
  • Consistent
    Communications
    Matters

  • 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
  • Building the Foundation
    SEO
  • Story
    Time
  • Search Goes Social
  • Search Goes Social
  • Contentis
    KING!
  • Contextis
    The Almighty
  • Surround Your Content with Links to Relevant Content
  • Make Your Content Easy to Use
  • Make Your Content Easy to Use
  • Each month, PR Newswire press releases are:
    • Shared on social networks more than 10,000 times.
    • Emailed more than 13,000 times
    • Printed more than 32,000 times.
    Make Your Content Easy to Use
  • Make Sure YOU have a good Linking Strategy
  • SEO & SOCIAL MEDIA
    ARE BUDDIES
    Photo credit: http://www.flickr.com/photos/tambako/2387498031/
  • Visibility
    Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
  • 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
    Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
  • Visibility + Engagement = Increased Sharing of Content
    Rarely Shared
    Frequently Shared
    • Free Trials
    • Product Info
    • Product Documentation
    • New Data
    • Funny
    • Infographics
    • Survey Results
    Source: HubSpot
  • Make Your ContentDirectional
  • more multimedia = more views
    Increase in average online views per press release, when multimedia elements are added.
    Source: PR Newswire web analytics.
  • Story
    Time
  • Analyze
  • Leave A Trail of Breadcrumbs
    http://www.flickr.com/photos/bnoj13/4073663539/
  • Don’t Be Afraid To Try Something New
  • Make it Easy ToAccess, View&UseYOURContent !

  • By listening, marketing will re-learn how to talk”
    - Cluetrain Manifesto
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff