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Social Influence – Are You Doing It The Right Way? Presentation done by PR Newswire Global Director of Emerging Media – Michael Pranikoff at a seminar put on by 3 Monkeys Communications in London ...

Social Influence – Are You Doing It The Right Way? Presentation done by PR Newswire Global Director of Emerging Media – Michael Pranikoff at a seminar put on by 3 Monkeys Communications in London on September 27, 2011.

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  • SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
  • 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.
  • Brands create more opportunities for engagement. The real secret to social media success is to create something that you what to share with your friend and is consistent with your brand message. Does it pass the “I gotta share this!” Test, the answer is usually, NO. If people want to share it people will write about it or copy it.
  • Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.

Social Influence – Are You Doing It The Right Way? Presentation Transcript

  • 1. Social Influence
    Are You Doing It The Right Way?
  • 2. Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    http://about.me/michaelpranikoff
    michael.pranikoff@prnewswire.com
    Twitter / @mpranikoff
  • 3. What is influence?
    Photo credit: http://www.flickr.com/photos/bwr/327994546/
  • 4.
  • 5.
  • 6. Is This Influence?
  • 7. Celebrity
    Doesn’t = Influence
    ……for long
    Source: http://www.tulane.edu/~gzapata/ckld/Cheeky%20Monkey.jpg
  • 8. WHAT WE HOPE TO ACHIEVE…BUT IT DOESN’T ALWAYS WORK THIS WAY
  • 9. Is This Really The “Standard” for Influence?
  • 10. http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/
  • 11. “I would expect that next year, people will share twice as much information as they share this year, and next year, they will be sharing twice as much as they did the year before,” he said. 11/6/08 Web 2.0 Summit
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 12. Source: Google
  • 13. "Between the dawn of civilisation and 2003, five exabytes of information were created. In the last two days, five exabytes of information have been created, and that rate is accelerating”
    Eric Schmidt , Google
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. In the 80s, You Were
    Exposed to 700 ads
    a day
  • 19. Today
    More than 5000 ads a day
    Source: http://www.crankycreative.com/graphics-and-displays/
  • 20. "Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“
    Ian Tait - Global Interactive Executive Creative Director at W+K
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • 21.
  • 22.
  • 23. +
    Earned
    Reach
    Paid
    Owned
    -
    +
    -
    Control
    Image Credit: http://www.flickr.com/photos/darrenhester/5068931996
  • 24. Everyone Loves A Good Story
    True
    Source: http://flic.kr/p/8HdcZT
  • 25. Trust
  • 26. TrustOverAttention
    Trust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.
  • 27.
  • 28. Building the Foundation
    SEO
  • 29.
  • 30.
    • 94% of userstested clicked on a first
    page search result. *
    • Only 6% of users clicked to the second
    page of search results. *
    • The #1 ranking result garnered around 33%
    of the total clicks. *
    • A separate study showed that 39% of
    search users link search ranking to
    company prominence. **
    * - Chitika, Inc.
    ** - JupiterResearch
  • 31. ‘

    Europe:
    476 million internet users
    350 million on social networks
    132 million using a smartphone
    Going Mobile
    Source: InSites Consulting
  • 32. Which of these feeds would you look at on a mobile device? This is why visuals matter
  • 33.
  • 34. Visibility
    Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
  • 35. Engagement
    Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
  • 36. Visibility + Engagement = Increased Sharing of Content
    Rarely Shared
    Frequently Shared
    • Free Trials
    • 37. Product Info
    • 38. Product Documentation
    • 39. New Data
    • 40. Funny
    • 41. Infographics
    • 42. Survey Results
    Source: HubSpot
  • 43. Where should I go today?
    http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
  • 44. Make Your Content Directional
  • 45. Make B2B Content WORK!
    Source: Elliance, Inc.
  • 46.
  • 47. We Clearly Don’t Know All The Answers... but I think that’s OK.
  • 48. Influence Can be fleeting
  • 49. Consistent
    Communications
    Matters
  • 50. Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    http://about.me/michaelpranikoff
    michael.pranikoff@prnewswire.com
    Twitter / @mpranikoff