Hamburg – Social Media & The New Face of PR

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Presented by News Aktuell and PR Newswire; Michael Pranikoff – PR Newswire Global Director of Emerging Media presented to an audience of PR / Marketing Professionals on August 11, 2010 in Hamburg, …

Presented by News Aktuell and PR Newswire; Michael Pranikoff – PR Newswire Global Director of Emerging Media presented to an audience of PR / Marketing Professionals on August 11, 2010 in Hamburg, Germany

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  • The past 50 years have been witness to a remarkable evolution of communications. Modern-day communications began modestly in the 1950s with the introduction of what were at the time technological breakthroughsThe 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 worldBreakthroughs in the 1970s allowed for greater global access to information, while the 1980s saw the first signs personal and mobile communications technologyHowever, the communications evolution turned revolution in the 90s with an explosion of new media forms. Internet became accessible to all, even grandma got an email account, and outlets like the Drudge Report legitimized online news. Today, it seems that new media forms are introduced daily. You need a scorecard to keep up. For communicators, this rapid change can be overwhelming, but also a tremendous opportunity as vast audiences can be reached with great intimacy
  • It’s a rapidly changing world. Modern-day communications began modestly in the 1950s with the introduction of what were at the time technological breakthroughs
  • However, the communications evolution turned revolution in the 90s with an explosion of new media forms. Internet became accessible to all – and with access, lowered the bar to communicate messages. It allowed almost anyone to become a media outlet, sometime regardless of qualifications or integity. Today, it seems that new media forms are introduced daily. You need a scorecard to keep up. For communicators, this rapid change can be overwhelming, but also a tremendous opportunity as vast audiences can be reached with great intimacy….but there are no rules and the roadmap changes constantly with faster innovation.
  • There are a wide range of social networks across Asia, but Facebook has been making tremendous progress is almost all markets. (Facebook is banned in China, but Facebook clone Xiaonei has seen tremendous growth). If current trends hold, Facebook will overtake Orkut in India sometime later this year. Facebook’s prominence comes for a number of reasons, including the high mobile platform, which has proved popular in numerous markets. In Indonesia, for example, Facebook surpassed Friendster largely thanks to people with cheap Blackberry-style phones from China using Facebook while stuck in Jakarta traffic.
  • 200 million active users worldwide30% of users are from the US2nd most visited web site in the world850 million photos, 7 million videos, and 28 million pieces of content are uploaded each monthMore than 95% of Facebook members have used at least one application built on Facebook PlatformMore than 4 million users become fans of Pages each day
  • 200 million active users worldwide30% of users are from the US2nd most visited web site in the world850 million photos, 7 million videos, and 28 million pieces of content are uploaded each monthMore than 95% of Facebook members have used at least one application built on Facebook PlatformMore than 4 million users become fans of Pages each day
  • Social networking, blogs, and video / data sharing created Many voices all speaking at once with many opinions. The challenge for organizations today is learning how to leverage the new media to create a cycle of communication that links and feeds on itself.
  • It’s a New World and New Communications Mindset is needed. Today’s communication environment is about reaching a mass audience on an individual basis. Interactivity and intimacy are keys to success. The exchange of ideas helps to inflame interest and promote passion.
  • Thus, important to fully understand/leverage how information is received/digested throughout the communications cycleGlobalRegional Local
  • Reporters are no longer the sole “gatekeeper” of information. Organizations now have an opportunity to communicate beyond the media and directly with consumers and investors, worldwide. While traditional media still holds sway, big dividends are yielded when savvy communicators embrace the new generation of citizen journalists, bloggers and participants in social networks.
  • 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.
  • As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.
  • The objective is to have those of influence take notice, whether it is a reporter at The Wall Street Journal, your industry’s top blogger, or a single customer in SaskatoonGoal is to develop communications plans that empower the audience to want to own the message and create momentum that links and feeds on itself

Transcript

  • 1. 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
  • 2. Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
  • 3. Today’s Agenda
    • The changing face of Media – US Trends
    • 4. Social Media facts and fictions
    • 5. Best Practices – are they different in the US vs. Europe?
    • 6. Getting down to business – tips and tools for the new era of communications
    • 7. How Can PR Newswire be of assistance?
    • 8. Time for some Crystal Ball Gazing....
    What does the Future Hold?
    Follow The Conversation Twitter Hashtag#naprn
  • 9. Are They YOUR Influential's?
    #1 Reaching the Influencers
  • 10. Influencers
    #1 Reaching the Influencers
  • 11. 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
  • 12. Old School
    New School
  • 13. Follow The Conversation Twitter Hashtag#naprn
  • 14. Follow The Conversation Twitter Hashtag#naprn
  • 15.
  • 16. Follow The Conversation Twitter Hashtag#naprn
  • 17. QQ
    Facebook
    Friendster
    Wretch
    Zing
    Orkut
    hi5
    Mixi
    Cyworld
    #2 Social Media Trends – In the USA and Around the World
  • 18. Source: InSites Consulting
    72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.
  • 19. 500 Million Facebook users Worldwide
    70% Outside the US
  • 20. Pew Research Center’s
    • 57% of internet users share links to news stories
    • 21. 30% get news through Social Networks
    • 22. 6% get news via Twitter feeds
    500 Million Facebook users Worldwide
    70% Outside the US
  • 23. 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
  • 24. 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
  • 25. Many Voices…
    Many Opinions
  • 26. New World, New Mindset
    Image Credit: http://www.sonofthesouth.net/revolutionary-war/maps/new-world-map-1808.jpg
  • 27. Photo Credit: http://www.invisiblepr.com/search/el%20bocho%20beyond%20borders%20cnn/
  • 28. Journalist
    Journalist
    Journalist
    Follow The Conversation Twitter Hashtag#naprn
  • 29. Traditional Public Relations Model
    The model has changed....
    Follow The Conversation Twitter Hashtag#naprn
  • 30. Principles to Communicating Your Message Today
    • Make your contentAccessible
    • 31. Make your contentEasy To View
    • 32. Make your contentEasy To Use
    Follow The Conversation Twitter Hashtag#naprn
  • 33. 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
  • 34. Head
    Traditional Media
    Reaching Billions
    Reach
    MILLIONS
    Online Media
    SEARCH
    Tail
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 35. 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
  • 36. Consistent
    Communications
    Matters
  • 37. 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
    Follow The Conversation Twitter Hashtag#naprn
  • 38. Journalists & News Search
    The press as well as prospects are using news search engines
    • 98% of journalists go online daily
    • 39. 92% for article research
    • 40. 81% to do searching
    • 41. 76% to find new sources, experts
    • 42. 73% to find press releases
    Sources: Middleberg/Ross Survey and Pew Internet and American Life Project
  • 43. Building the Foundation
    SEO
    Follow The Conversation Twitter Hashtag#naprn
  • 44. 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
    Follow The Conversation Twitter Hashtag#naprn
  • 45.
  • 46.
  • 47.
  • 48. 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
    • 49. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
    • 50. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release.
  • 51.
  • 52. Visibility
    Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
  • 53. Case
    Study
  • 54. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 55. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 56. Shape the conversation by participating in it
  • 57. 65%
    Of consumers have had a digital experience change their opinion about a brand
    august 2009
    Follow The Conversation Twitter Hashtag#naprn
  • 58. Use Social Media to make your content directional
  • 59. Engagement
    The 3 I’s of Engagement
    • Interaction– The actions a person takes while present at those touch points
    • 60. Intimacy– The affection a person holds for a brand
    • 61. Influence– The likelihood a person is to advocate on behalf of the brand
    Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
  • 62. Identifying the
    Audience
    Where are they gathering?
    What are they talking about?
  • 63. Case
    Study
  • 64. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 65. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 66. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 67. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 68. Case
    Study
  • 69. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 70. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 71. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 72. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 73. Virgin America MNR
  • 74. Virgin America MNR
  • 75. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17
    Virgin America MNR
  • 76. 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.
    Follow The Conversation Twitter Hashtag#naprn
  • 77. SEO & Social Media
    Are Buddies 
    Photo credit: http://www.flickr.com/photos/tambako/2387498031/
  • 78. How Will You Measure Your Success?
    Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/
  • 79.
  • 80. Listen
  • 81.
  • 82.
  • 83. Examine
    Activity
    the
  • 84. Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS
  • 85. How Do you Manage / Control your Corporate Identity in a Crisis Situation?
  • 86. Case
    Study
  • 87.
  • 88. PR Newswire Social Media Metrics
  • 89.
  • 90.
  • 91.
  • 92.
  • 93.
  • 94.
  • 95. Social MEdia
    Follow The Conversation Twitter Hashtag#naprn
  • 96. Search Goes Social
  • 97. Search Goes Social
  • 98. Location Based Social Media… Follow Me!
  • 99. Location Based Social Media… Follow Me!
  • 100. Location...Now You Can Take PR Newswire WITH You!
  • 101. 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
  • 102. Listen
    Analyze
    Strategize
    Engage
    Repeat
    Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg
  • 103. Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff