How to Keep Your Content Relevant in the Age of the Selfie

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Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff. Selfie has been named the word of 2013 by Oxford Dictionaries. It seems like everyone is taking selfies these days …

Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff. Selfie has been named the word of 2013 by Oxford Dictionaries. It seems like everyone is taking selfies these days and are the latest in a major shift in content creation over the last several years. So how can a brand compete and stand out to get your message seen?
Brand content now needs to be relevant to its audience and to generate both awareness and attention. Savvy brands have started taking cues from their target audience.

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  • 1. @mpranikoff #prnselfie
  • 2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #prnselfie
  • 3. Definition of selfie in English: selfie Syllabification: sel·fie (also selfy) NOUN (PLURAL SELFIES) • informal •a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website:occasional selfies are acceptable, but posting a new picture of yourself everyday isn’t necessary Origin early 21st century: from self + -ie. @mpranikoff #prnselfie
  • 4. @mpranikoff #prnselfie
  • 5. @mpranikoff #prnselfie
  • 6. Robert Cornelius – 1830 Believed to be the first “self portrait” Source: Wikimedia / Library of Congress @mpranikoff #prnselfie
  • 7. Francisco de Goya y Lucientes Self-Portrait in the Workshop Dated 1790-1795 @mpranikoff #prnselfie
  • 8. Van Gogh Self Portrait 2 - 1889 @mpranikoff #prnselfie
  • 9. Van Gogh Selfie 2 - 2014 @mpranikoff #prnselfie
  • 10. @mpranikoff #prnselfie
  • 11. @mpranikoff #prnselfie
  • 12. @mpranikoff #prnselfie
  • 13. @mpranikoff #prnselfie
  • 14. @mpranikoff #prnselfie
  • 15. Brian Sheehan Associate Professor of Advertising, S.I. Newhouse School of Public Communications, Syracuse University @mpranikoff #prnselfie
  • 16. @mpranikoff #prnselfie
  • 17. @mpranikoff #prnselfie
  • 18. @mpranikoff #prnselfie
  • 19. Source: Loveworks by Brian Sheehan @mpranikoff #prnselfie
  • 20. Source: Loveworks by Brian Sheehan @mpranikoff #prnselfie
  • 21. EQ > IQ EMOTIONS TRUMP INTELLIGENCE @mpranikoff #prnselfie
  • 22. @mpranikoff #prnselfie
  • 23. http://youtu.be/xwndLOKQTDs @mpranikoff #prnselfie
  • 24. Paid Media Promoted Traditional Ads Converged Media Corporate Content Branded That Is Shared Sponsored Earned Media Organic @mpranikoff Based on Altimeter Group Research Owned Media #prnselfie
  • 25. Lucas Herscovici Vice President Digital Marketing for North America at Anheuser-Busch InBev @mpranikoff #prnselfie
  • 26. @mpranikoff #prnselfie
  • 27. AWARENESS CONSIDERATION PREFERENCE CHOICE Source: http://flic.kr/p/crZSBm @mpranikoff #prnselfie
  • 28. “ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #prnselfie
  • 29. “ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #prnselfie
  • 30. 89% 90% Global Average – 92% 94% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #prnselfie
  • 31. 58% 64% Global Average – 62% 60% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #prnselfie
  • 32. PR Is A Strong Component In The Marketing Mix 90% Consumer Rates Method More Effective 80% Own Sites Email 70% PR Own Social Consumer Exhibitions Search Ads on Social Nets 60% Conferences Own Events Custom Print Direct Mail Print Magazines Print Newspaper 50% General Sites 40% B2B Rates Method More Effective Virtual Exhibitions Smartphones Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% 60% 70% 80% 90% B2B Source: Outsell 2013 Advertising and Marketing Study @mpranikoff #prnselfie
  • 33. More Multimedia = More Views * The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012 @mpranikoff #prnselfie
  • 34. @mpranikoff #prnselfie
  • 35. 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. @mpranikoff #prnselfie
  • 36. BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement @mpranikoff #prnselfie Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp.
  • 37. Source: http://flic.kr/p/fBfbK5 Source: http://www.preppypinkcrocodile.com/2013/09/review-phillip-lim-for-target-and.html @mpranikoff #prnselfie
  • 38. Source: http://sierratierra.com/customers-instagram-photos/ @mpranikoff #prnselfie
  • 39. Source: http://prn.to/1m5QQvX @mpranikoff #prnselfie
  • 40. @mpranikoff #prnselfie
  • 41. Source: http://prn.to/1imUToK @mpranikoff #prnselfie
  • 42. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #prnselfie
  • 43. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #prnselfie
  • 44. @mpranikoff #prnselfie
  • 45. @mpranikoff #prnselfie
  • 46. @mpranikoff #prnselfie
  • 47. @mpranikoff #prnselfie
  • 48. @mpranikoff #prnselfie
  • 49. @mpranikoff #prnselfie
  • 50. @mpranikoff #prnselfie
  • 51. @mpranikoff #prnselfie
  • 52. @mpranikoff #prnselfie
  • 53. After 3 Days After 30 Days @mpranikoff #prnselfie
  • 54. @mpranikoff #prnselfie
  • 55. @mpranikoff #prnselfie
  • 56. @mpranikoff #prnselfie
  • 57. Content Must Be Mapped To Business Objectives @mpranikoff #prnselfie
  • 58. Content Must Be Appealing @mpranikoff #prnselfie
  • 59. @mpranikoff #prnselfie
  • 60. @mpranikoff #prnselfie
  • 61. Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #PRNSelfie @mpranikoff #prnselfie
  • 62. PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide
  • 63. We have the distribution & syndication network to AMPLIFY your content. We have the resources to make your content more VISIBLE. @mpranikoff #prnselfie Our products & services help you continually ENGAGE your target audiences.