Hamburg – Social Media & The New Face of PR

Social Media & The NEW Face of Public Relations
Hamburg, Germany August 11, 2010
Brought to you by News Aktuell & PR Newswire
Follow The Conversation Twitter Hashtag #naprn

Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
michael.pranikoff@prnewswire.com
www.delicious.com/michaelpranikoff
Twitter / @mpranikoff

Today’s Agenda
The changing face of Media – US Trends
Social Media facts and fictions
Best Practices – are they different in the US vs. Europe?
Getting down to business – tips and tools for the new era of communications
How Can PR Newswire be of assistance?
Time for some Crystal Ball Gazing....
What does the Future Hold?
Follow The Conversation Twitter Hashtag#naprn

Are They YOUR Influential's?
#1 Reaching the Influencers

Influencers
#1 Reaching the Influencers

Rise of Citizen Journalism
Major dailies go online
First fax machine
Email becomes standard
Podcasts

Precursor to internet developed
Apple Mac
Email, internet go mobile.
First press release over newswire
IM-ing goes global
First transatlantic phone call via cable
Cell phone network launched
Rise of social networks
Google becomes verb
Web free to all
TV = Mainstream
JFK, Vietnam, Moon
Satellites transmit programming
Drudge Breaks Lewinsky
User-generated content explodes
A Rapidly Changing World
“i“ Everything

Old School
New School

QQ
Facebook
Friendster
Wretch
Zing
Orkut
hi5
Mixi
Cyworld
#2 Social Media Trends – In the USA and Around the World

Source: InSites Consulting
72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.

500 Million Facebook users Worldwide
70% Outside the US

Pew Research Center’s
57% of internet users share links to news stories
30% get news through Social Networks
6% get news via Twitter feeds
500 Million Facebook users Worldwide
70% Outside the US

Social network that is Best Known
in Europe
Facebook 68%
Hyves 96%
Facebook 98%
Facebook 90%
Facebook 83%
Users
72%
Facebook 95%
Facebook 94%
73%
Facebook 95%
Facebook 98%
Hi5 97%
Facebook
N per country = About 200

Social network site with Highest
Penetration of population in Europe
Facebook 22%
Hyves 63%
Facebook 72%
Hi5 60%
Facebook 29%
Users
72%
Facebook 57%
Facebook 67%
51%
Facebook 71%
Facebook 73%
Hi5 61%
Facebook
N per country = About 200
2010

Many Voices…
Many Opinions

New World, New Mindset
Image Credit: http://www.sonofthesouth.net/revolutionary-war/maps/new-world-map-1808.jpg

Photo Credit: http://www.invisiblepr.com/search/el%20bocho%20beyond%20borders%20cnn/

Journalist
Journalist
Journalist

Traditional Public Relations Model
The model has changed....

Principles to Communicating Your Message Today
Make your contentAccessible
Make your contentEasy To View
Make your contentEasy To Use

Mainstream Media Pickup
Blogs / Twitter / Online Pubs
Immediate Online Pickup
Weekly Trade Pubs
Monthly Trades
Quarterly Pubs / Journals
Search Share Blog
Release Goes Out over PRNewswire
The Long Tail of Public Relations
Press Release
Conversation
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media

Head
Traditional Media
Reaching Billions
Reach
MILLIONS
Online Media
SEARCH
Tail

The Long Tail of Public Relations 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 Director of Emerging Media

Consistent
Communications
Matters

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

Journalists & News Search
The press as well as prospects are using news search engines
98% of journalists go online daily
92% for article research
81% to do searching
76% to find new sources, experts
73% to find press releases
Sources: Middleberg/Ross Survey and Pew Internet and American Life Project

Building the Foundation
SEO

Search engine users’ habits
Half of all search engine users enter only a single query at a time.
A typical user visits only the top 3 search results.
55% of users only visited 1 result!
Only 19% of visitors clicked through to a second page from their search result.
Searchers reported over half of search results were not relevant to what the searcher wanted!
Source: SEOMoz.org

Tips for SEO & News Releases
Create Tweetable Headlines – 120
Characters to allow for the ReTweet
In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release.

Visibility
Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/

Case
Study

Shape the conversation by participating in it

65%
Of consumers have had a digital experience change their opinion about a brand
august 2009

Use Social Media to make your content directional

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/

Identifying the
Audience
Where are they gathering?
What are they talking about?

Case
Study

Virgin America MNR

http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17
Virgin America MNR

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.

SEO & Social Media
Are Buddies 
Photo credit: http://www.flickr.com/photos/tambako/2387498031/

How Will You Measure Your Success?
Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/

Listen

Examine
Activity
the

Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS

How Do you Manage / Control your Corporate Identity in a Crisis Situation?

Case
Study

PR Newswire Social Media Metrics

Social MEdia

Search Goes Social

Location Based Social Media… Follow Me!

Location...Now You Can Take PR Newswire WITH You!

Pursue social media as part of a comprehensive communications strategy
“It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre

Listen
Analyze
Strategize
Engage
Repeat
Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg

Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
michael.pranikoff@prnewswire.com
www.delicious.com/michaelpranikoff
Twitter / @mpranikoff

Hamburg – Social Media & The New Face of PR

by Michael Pranikoff on Aug 19, 2010

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Hamburg – Social Media & The New Face of PR — Presentation Transcript