June 2009 PR Newswire Emerging Media London

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June 2009 PR Newswire Emerging Media presentation in London with Michael Pranikoff - PR Newswire Director of Emerging Media & Victoria Harres Akers, PR Newswire Director of Audience Development

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  • This is the question that we are asking ourselves today.
  • “No profession stands to influence Social Media more than Public Relations” - Paul Gillin
  • We know this meansthat it takes money and/or time to continue or increase PR / Marketing programs.
  • However, we also know that this is how most companies and organizations are feeling today with their budgets.
  • So, in order to start looking at why we need to be increasing our reach online we need to understand the audience in your target markets. What we see here is the Top 10 Countries in terms of internet penetration of their overall population.
  • Dissection of the European online audience a little more. (Stats from InternetWorldStats.com)
  • Top 15 Countries Worldwide by overall internet users.
  • The online audience just in Europe.
  • Based on “The Long Tail” by Chris Anderson
  • On average, most companies that PR Newswire works with today distribute a release once every two months (represented by the red lines), but that leaves a lot of time in between distributing news into the conversation stream. This situation causes some problems because the absence of a company talking opens the conversation to interpretation and distortion from the original message. Today, with the fast pace of online communications, it’s more important than ever before to have a steady flow of communication. Shorter and more frequent messaging is needed (as seen by the yellow lines) to shift or influence the conversations before there is time for distortion of the message.
  • Where is the ROI though is consistent communications?
  • We know that when we start talking about ROI, this is when people start to hit the panic button
  • However, we don’t need to panic as long as we are operating with our goal in mind. Setting clear goals at the beginning of your campaign will allow you to measure more effectively.
  • This is a great example from Nielsen about different ways to measure. Today, there is a big difference of just measuring clear “hits” or unique visits to a page that you are directing people to go to. Today, we need to also and maybe more acutely look at the “engagement” of a user once they get to where you are trying to drive them too.
  • All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.
  • All this leads to the fact that we need to listen – and listen carefully. Listening is often said to be rule number one when it comes to Online and Social Media today.
  • One of the best tools for listening to what’s happening right now is Twitter Search.
  • What’s great about Twitter search is that we don’t need to re-invent the wheel with the searches that we would do on a regular basis. You can set up your search once, and then simply subscribe the RSS feed of that search. Let that information come to you in your RSS reader.
  • This leads us to the scenarios that we are used to most today – Pushing content out.
  • However, today it’s not just about “pushing” our content or messaging out, it’s also about pushing our content out in a way that makes it easy for someone – anyone – to pull that content down when they want to, how they want to, and where they want to.
  • The Power of Push & Pull
  • The traditional newswire service from message to audiences
  • This is an example of just one way PR Newswire has been working on increasing the ability for anyone to engage with our client’s content since 2006 when we first added a Delicious button to our news releases to allow people to start sharing that content. We have continued to increase the ability for anyone interact with our content.
  • Digital Asset Optimization is one of the newest trends in SEO. It’s not just about your text anymore, but today it’s about all your different types of content. Distributing photos and video online, using the right titles and tags – and a link to where you want to drive people to go to in your caption – can provide great results in search.
  • You send the content out to various portals outside of your own website with links back to where you want to drive them too, and then the traffic starts leading back to you.
  • Here is an example at work from Target who launched a project to allow their Facebook Fans to vote on how Target should give away $3 Million to Charity – and which charities.
  • Here is the image they distributed. They also had a button that said “vote now”. This is a clear call to action.
  • Mashable – one of the top blogs covering the social media space picked up the story – and used the image and Target Logo that were distributed with the release.
  • In the end, over 280K votes were tallied, and $3 Million given away to various charities.
  • June 2009 PR Newswire Emerging Media London

    1. 1. PR Newswire <br />Emerging Media Seminar<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    2. 2. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
    3. 3. Anyone Know Where I Can <br />Get Some Google Juice?<br />
    4. 4. “No profession stands to influence Social Media more than Public Relations” - Paul Gillin<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    5. 5. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    6. 6.
    7. 7.
    8. 8. Photo credit: http://recessionearning.com/10-ways-to-recession-proof-your-life.php<br />
    9. 9. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    10. 10. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    11. 11.
    12. 12.
    13. 13. The Five C’s<br />Collaboration<br />Content<br />Converged Services<br />Community<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    14. 14. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    15. 15. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    16. 16. Source: http://www.readwriteweb.com/archives/study_fast_growing_us_companie.php<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    17. 17. Cardiff School of Journalism, The Quality and Independence of British Journalism; February 2008<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    18. 18. Source: Slideshare.net JohannesBhakfi<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    19. 19.
    20. 20. Photo credit: http://www.flickr.com/photos/margolove/1810357551/<br />
    21. 21. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
    22. 22. Make your contentEasy To View
    23. 23. Make your contentEasy To Use</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    24. 24. The Long Tail<br />SALES<br />PRODUCT<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    25. 25. Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Crosses Wire<br />The Long Tail of Public Relations<br />News Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    26. 26. The Long Tail of Public Relations Over Six Months<br />Amount of Coverage/ Conversation<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    27. 27. Consistent<br />Communications<br />Matters<br />
    28. 28.
    29. 29. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
    30. 30.
    31. 31. WhiteHouse.gov<br />New Era of Engagement – Nielsen<br />http://www.nielsen-online.com/blog/2009/04/29/a-new-era-of-engagement/<br />
    32. 32. We ALL need<br />toBecome<br />‘ers<br />Data<br />
    33. 33. Listen<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    34. 34. http://search.twitter.com<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    35. 35. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    36. 36. How R Companies Using <br />PRNewswire<br />THANK YOU for having me here!<br />about 2 minute ago from TweetDeck<br />-----------------------------------------------------------------------------<br />Are you ready to talk Twitter? <br />about 3 minute ago from TweetDeck<br />-------------------------------------------------------------------------------------------<br />
    37. 37. Companies are successfully using Twitter for:<br />Customer service<br />Branding<br />Transparency<br />Promoting off-line businesses<br />Selling products<br />
    38. 38.
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43. Twetiquette<br /><ul><li>Retweet (RT) things of value
    44. 44. Thank people when appropriate
    45. 45. Choose @s and DMs carefully
    46. 46. DMs are not an opportunity to</li></ul> direct market!<br /><ul><li> Join conversations, but don’t butt-in
    47. 47. Be polite</li></li></ul><li>Twitter Best Practices<br />Do be transparent<br />Do be authentic<br />Do contribute value<br />Do remember not every tweet requires a response<br />Do engage<br />Do be clear in message<br />Do include personal stories<br />Do monitor what’s working<br />Don’t be a robot<br />Don’t be a broadcaster<br />Don’t make it all about you<br />Don’t forget: A ‘tweet is forever’ - Think twice, tweet once<br />Don’t be negative<br />Don’t talk politics or religion<br />Don’t forget there is value in being human<br />
    48. 48. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    49. 49. PULL<br />Photo credit: http://www.flickr.com/photos/lasertrimguy/132901948/<br />
    50. 50. The Power of PUSH & PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
    51. 51. “In a downturn, aggressive PR and Communications strategy is key. “<br />Doug Leone, , General Partner, Sequoia Capital, 10/9/08<br />http://blog.weatherby.net/2008/10/a-ceos-sequoia.html<br />
    52. 52. The Traditional NewsWire<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    53. 53. The NewsWire Today: 2009 and Beyond<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    54. 54.
    55. 55. Search Engine Optimizationfor News Releases<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    56. 56. How Do You Optimize a News Release? <br /><ul><li>Front-End Optimization: Write better news releases using researched keywords, not jargon or technical terms.
    57. 57. Back-End Optimization: Work with an optimization partner that can establish a search-engine friendly environment for your news release.</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    58. 58. Front End Optimization<br /><ul><li>Use well researched keywords or phrases that you know are being used in searches. </li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    59. 59. Tools You Can Use for SEO <br />www.google.com/trends<br />www.google.com/insights/search<br />www.freekeywords.wordtracker.com<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    60. 60. Front End Optimization<br /><ul><li>Use well researched keywords or phrases that you know are being used in searches.
    61. 61. Use your keywords/ phrases in your Headline and Sub-headline (if you use one)
    62. 62. Keyword Density
    63. 63. Use links in your release....but not just to your homepage.
    64. 64. Multimedia Content – like photos and video add HUGE value to your release!</li></ul>Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    65. 65. Keyword Density: The number of times a word or phrase appears in a block of text. Optimal keyword density is between 1.5% - 3.5%. Text with a keyword density greater than 4% will be identified by search engines as spam. <br />Optimal Keyword Density =<br />1.5% - 3.5% per 250 words<br /> OR<br />3 – 4 times for a 400 word release<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    66. 66. Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    67. 67. Place keywords or phrases here<br />to check for proper word density<br />for search engine optimization of a <br />release. <br />Copy and Paste<br />Release<br />Here<br />
    68. 68. Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    69. 69. Digital Asset Optimization<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    70. 70.
    71. 71.
    72. 72.
    73. 73. Communicate<br />
    74. 74. In Summary<br /><ul><li>Listen
    75. 75. Analyze
    76. 76. Strategize
    77. 77. Engage
    78. 78. Repeat</li></li></ul><li>Contentis<br />KING!<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    79. 79. http://johnbell.typepad.com/weblog/images/2008/08/17/pr_brain2.jpg<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    80. 80. Don’t be<br />AFRAID<br />To Dive On In! <br />Photo credit: http://www.flickr.com/photos/inocuo/1113074767/ <br />
    81. 81. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />

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