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June 2009 PR Newswire Emerging Media London

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    Notes on slide 1

    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.

    6 Favorites

    June 2009 PR Newswire Emerging Media London - Presentation Transcript

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

    + Michael PranikoffMichael Pranikoff, 4 months ago

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