Social Influence – Are You Doing It The Right Way?

Social Influence
Are You Doing It The Right Way?

Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff

What is influence?
Photo credit: http://www.flickr.com/photos/bwr/327994546/

Is This Influence?

Celebrity
Doesn’t = Influence
……for long
Source: http://www.tulane.edu/~gzapata/ckld/Cheeky%20Monkey.jpg

WHAT WE HOPE TO ACHIEVE…BUT IT DOESN’T ALWAYS WORK THIS WAY

Is This Really The “Standard” for Influence?

http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/

“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

Source: Google

"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

In the 80s, You Were
Exposed to 700 ads
a day

Today
More than 5000 ads a day
Source: http://www.crankycreative.com/graphics-and-displays/

"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

+
Earned
Reach
Paid
Owned
-
+
-
Control
Image Credit: http://www.flickr.com/photos/darrenhester/5068931996

Everyone Loves A Good Story
True
Source: http://flic.kr/p/8HdcZT

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.

Building the Foundation
SEO

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

‘
‘
Europe:
476 million internet users
350 million on social networks
132 million using a smartphone
Going Mobile
Source: InSites Consulting

Which of these feeds would you look at on a mobile device? This is why visuals matter

Visibility
Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/

Engagement
Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/

Visibility + Engagement = Increased Sharing of Content
Rarely Shared
Frequently Shared
Free Trials
Product Info
Product Documentation
New Data
Funny
Infographics
Survey Results
Source: HubSpot

Where should I go today?
http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg

Make Your Content Directional

Make B2B Content WORK!
Source: Elliance, Inc.

We Clearly Don’t Know All The Answers... but I think that’s OK.

Influence Can be fleeting

Consistent
Communications
Matters

Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff

Social Influence – Are You Doing It The Right Way?

by Michael Pranikoff on Oct 05, 2011

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

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