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

    • 1. Generation PR
      One Message
      Many Audiences
      Follow The Conversation on Twitter #spop11
    • 2. Michael Pranikoff
      Global Director,
      Emerging Media
      PR Newswire
      http://flavors.me/michaelpranikoff
      michael.pranikoff@prnewswire.com
      Twitter / @mpranikoff
    • 3. 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.
    • 4.
    • 5. Engage opportunity across all channels
      Social
      Web sites
      Search
      Mobile
      Video
      sharing
      CONTENT
      Blogs
      Microblogs
      Print
      Broadcast
    • 6. Engage opportunity with all key audiences
      Investors
      The Media
      Bloggers
      Decision
      Makers
      CONTENT
      Influencers
      Consumers
      Shareholders
    • 7. Content
      REVOLUTION
      Follow The Conversation on Twitter #spop11
    • 8. http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/
    • 9. CONTENT is
    • 10.
    • 11. Follow The Conversation on Twitter #spop11
    • 12. PUSH
      Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
    • 13. PULL
      Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
    • 14. PULL
      PUSH
      CONTENT
    • 15. “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)
    • 16. Website
      Email
      News Release
      Social media
      Traditional
      Media
      Communications Channel Complexity
      Video
      Tradeshows
      Search
      Photos / Visualizations
      Blog
    • 17. Old School
      New School
      Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
    • 18. Newspapers: 30 mins
      Magazines:
      20 mins
      Mobile: 50 mins
      Internet:
      2 hrs, 35 mins
      TV:
      4 hrs, 24 mins
    • 19.
    • 20. The Emerging Media Landscape
      User Generated
      Editorial
      Consumer
      Business
    • 21. 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
    • 22. "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
    • 23. SILOS in Corporations are
      OldandCrumbling
      http://www.flickr.com/photos/kh-67/4892949459/
    • 24. Traditional Public Relations Model
      The model has changed....
    • 25. Communications Comes Into Focus
      Marketing
      Public Relations
      Companies want:
      • Direct access to consumers
      • 26. Opportunities to engage with audiences
      • 27. Continuous Messaging that is easy to share
      • 28. Analytics, ROI
      They want to communicate in a way that combines PR, Marketing and Advertising.
      Advertising
    • 29. Please Save The Kittens
    • 30. Trust
    • 31. 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.
    • 32. Where do you generally go first for news about a company?
      Then where do you go?
    • 33.
    • 34. 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
    • 35. Follow The Conversation on Twitter #spop11
      Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
    • 36. Are you driving the conversation?
      http://www.flickr.com/photos/perspectivephotography/2090451536/
    • 37. Letting go of control.
      Follow The Conversation on Twitter #spop11
    • 38. 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
    • 39. 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
    • 40. 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
    • 41. Consistent
      Communications
      Matters
    • 42.
      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
    • 43. Building the Foundation
      SEO
    • 44.
    • 45. Story
      Time
    • 46.
    • 47.
    • 48.
    • 49. Search Goes Social
    • 50. Search Goes Social
    • 51. Contentis
      KING!
    • 52. Contextis
      The Almighty
    • 53. Surround Your Content with Links to Relevant Content
    • 54. Make Your Content Easy to Use
    • 55. Make Your Content Easy to Use
    • 56. Each month, PR Newswire press releases are:
      • Shared on social networks more than 10,000 times.
      • 57. Emailed more than 13,000 times
      • 58. Printed more than 32,000 times.
      Make Your Content Easy to Use
    • 59. Make Sure YOU have a good Linking Strategy
    • 60. SEO & SOCIAL MEDIA
      ARE BUDDIES
      Photo credit: http://www.flickr.com/photos/tambako/2387498031/
    • 61. Visibility
      Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
    • 62. Engagement
      The 3 I’s of Engagement
      • Interaction– The actions a person takes while present at those touch points
      • 63. Intimacy– The affection a person holds for a brand
      • 64. Influence– The likelihood a person is to advocate on behalf of the brand
      Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
    • 65. Visibility + Engagement = Increased Sharing of Content
      Rarely Shared
      Frequently Shared
      Source: HubSpot
    • 72. Make Your ContentDirectional
    • 73.
    • 74. more multimedia = more views
      Increase in average online views per press release, when multimedia elements are added.
      Source: PR Newswire web analytics.
    • 75. Story
      Time
    • 76.
    • 77.
    • 78.
    • 79.
    • 80.
    • 81.
    • 82.
    • 83. Analyze
    • 84.
    • 85. Leave A Trail of Breadcrumbs
      http://www.flickr.com/photos/bnoj13/4073663539/
    • 86. Don’t Be Afraid To Try Something New
    • 87. Make it Easy ToAccess, View&UseYOURContent !
    • 88.
      By listening, marketing will re-learn how to talk”
      - Cluetrain Manifesto
    • 89. Michael Pranikoff
      Global Director,
      Emerging Media
      PR Newswire
      michael.pranikoff@prnewswire.com
      www.delicious.com/michaelpranikoff
      Twitter / @mpranikoff