Presenter’s name   Company   City, State, Country
Michael Pranikoff     Global Director,     Emerging Media       PR Newswirehttp://about.me/michaelpranikoffmichael.praniko...
Disclaimer:I am not a Guru. I am not an Expert.All tips, recommendations, and ideas are from reading,exploring, and learni...
My Philosophy – A Good Foundation Needs To   Be Set…and Search Is That Foundation
You have to be able to find content before one canshare content - @mpranikoff #IABC12
Let’s Take A Trip Back to 1999
THE FIRST SEO IN NEWS RELEASES – TICKER SPAM
WHEN WAS THE LAST TIME THAT YOU PERFORMED A SEARCH LIKE THIS?
#IABC12
How About On Here?
Billion Searches in May 2012 in the United States
In 2011 The Average Shopper         Consulted 10.4 Sources Prior To        Purchase. That’s TWICE As Many           Source...
 94% of users tested clicked on a first      page search result. *     Only 6% of users clicked to the second      page ...
Presenter’s name   Company   City, State, Country
Presenter’s name             Company             City, State, Country#IABC12
Presenter’s name   Company   City, State, Country
Your Digital Shadow
Search Will Find   More Information   About You / Your   Brand….Than The Information That You   Created Yourself#IABC12
Breaking Down Search
Breaking Down Search
SEO Rules Have   Changed….Again!    We Have To Pay MoreAttention To The Content Than         Ever Before!
KNOW  YOUR      AUDIENCE  Presenter’s name     Company     City, State, Country
Speak Like Your                                  Audience Does                                  Presenter’s name          ...
EndodontistRoot Canal Dentist
#IABC12
Presenter’s name   Company   City, State, Country
#IABC12
Source: Searchmetrics Report – Google Ranking Factors US – June 2012
A note on Google+: analyzing Google +1s…. we found a significant result of 0.41. From this we  can assume that the quantit...
Not Logged    into GoogleLogged IntoGoogle
Not Logged    into GoogleLogged IntoGoogle
Principles to CommunicatingYour Message Today• Make your content Accessible name    Presenter’s• Make yourCompany         ...
Where should I go today?                              Presenter’s name                                              Compan...
Make Your Content Directional             CONTENT
Presenter’s name   Company   City, State, Country
Finding The Right Balance                                  Presenter’s name                                     Company   ...
Visibility + Engagement =      Increased Sharing of Content  Rarely                      Frequently  Shared               ...
+              EarnedReach        Presenter’s name            Company                Paid            City, State, Country ...
The Emerging Media Landscape User Generated  Editorial                  Consumer     Business
From agile software development to      agile communications.
Agile Communications The process of being quick to   learn, adapt, & improve.#IABC12
SILOS in Corporations are                                Old and Crumblinghttp://www.flickr.com/photos/kh-67/4892949459/
AGILE COMMUNICATIONS
AGILE COMMUNICATIONS SIMPLIFIED        Monitor earned        media pickup                                   Listen to     ...
Source: ZenithOptimedia Cannes 2012
Build Audience Through Content
http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
Source: Content Marketing ROI – Eloqua / Kapost
Build AUTHORITY through            CURATION and CONTEXTSource: Dermot McCormick - EVP, Digital Media, MTV Networks
AUTHORITY   What is authority?                                                                 Who has it?          How ca...
CURATE                                                              FUTURE of CURATION                                    ...
CONTEXT   Adds meaning to information:    Why should I care?    What does this mean for me?    What does this mean for ...
CONTENT               AUTHORITY                   CURATION    Presenter’s nameCONTEXT      Company                 FRESHNE...
Build Authority through Content, Curation & Context Most Recent Comments                   Digital AudioBlogs             ...
Presenter’s name   Company   City, State, Country
Presenter’s name   Company   City, State, Country
http://www.flickr.com/photos/bnoj13/4073663539/
Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
Michael Pranikoff     Global Director,     Emerging Media       PR Newswirehttp://about.me/michaelpranikoffmichael.praniko...
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
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Social won’t work without search….and today search will be improved by social! IABC 2012 World Congress – Chicago

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Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at the IABC 2012 World Congress in Chicago, IL June 2012. Search and social are on a collision course. Google, Bing, Baidu, Sina, and traditional search engines all over the world are adding social components just as Facebook, Twitter, Foursquare, and other popular social tools are seeing their content into search and providing capabilities within their applications. Marketing and communication professionals around the world want to take advantage of the trends, but many are stuck in organizations where the search teams and social teams, let alone the marketing and PR teams, rarely talk. Integrating search and social together can have extraordinary results, increasing the visibility and engagement of your brand, product, or message with your intended audience.

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  • 10 times more searches for “cosmetic dentist” than for “prosthodontist” – Source: Google
  • 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.
  • But I think it will be even better than that. See, bringing technology culture into marketing will also import some of the operational paradigms that have powered rapid development in the Internet age. For instance, the methodologies of agile software development—a huge improvement over the rigid and time-consuming “waterfall” approach that preceded it—with a few tweaks, can provide the inspiration for “agile marketing” management approaches.
  • The process and the work flow of Agile Engagement require that listening, acting, reacting and reviewing be a continuous loop.Pumping content into the digital ecosystem across paid, earned and owned media with strategic frequency, will keep the conversation around your brand alive by providing ongoing fodder to engage audiences.
  • Social won’t work without search….and today search will be improved by social! IABC 2012 World Congress – Chicago

    1. Presenter’s name Company City, State, Country
    2. Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff #IABC12
    3. Disclaimer:I am not a Guru. I am not an Expert.All tips, recommendations, and ideas are from reading,exploring, and learning anyway that I can. I consider myselfa B+ Student at best.
    4. My Philosophy – A Good Foundation Needs To Be Set…and Search Is That Foundation
    5. You have to be able to find content before one canshare content - @mpranikoff #IABC12
    6. Let’s Take A Trip Back to 1999
    7. THE FIRST SEO IN NEWS RELEASES – TICKER SPAM
    8. WHEN WAS THE LAST TIME THAT YOU PERFORMED A SEARCH LIKE THIS?
    9. #IABC12
    10. How About On Here?
    11. Billion Searches in May 2012 in the United States
    12. In 2011 The Average Shopper Consulted 10.4 Sources Prior To Purchase. That’s TWICE As Many Sources As The Year Before.Source: Google Zero Moment of Truth
    13.  94% of users tested 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
    14. Presenter’s name Company City, State, Country
    15. Presenter’s name Company City, State, Country#IABC12
    16. Presenter’s name Company City, State, Country
    17. Your Digital Shadow
    18. Search Will Find More Information About You / Your Brand….Than The Information That You Created Yourself#IABC12
    19. Breaking Down Search
    20. Breaking Down Search
    21. SEO Rules Have Changed….Again! We Have To Pay MoreAttention To The Content Than Ever Before!
    22. KNOW YOUR AUDIENCE Presenter’s name Company City, State, Country
    23. Speak Like Your Audience Does Presenter’s name Company City, State, CountrySource: http://flic.kr/p/9vky1T
    24. EndodontistRoot Canal Dentist
    25. #IABC12
    26. Presenter’s name Company City, State, Country
    27. #IABC12
    28. Source: Searchmetrics Report – Google Ranking Factors US – June 2012
    29. A note on Google+: analyzing Google +1s…. we found a significant result of 0.41. From this we can assume that the quantity of +1s has the strongest correlation of any of the metrics analyzed in the study.Source: Searchmetrics Report – Google Ranking Factors US – June 2012
    30. Not Logged into GoogleLogged IntoGoogle
    31. Not Logged into GoogleLogged IntoGoogle
    32. Principles to CommunicatingYour Message Today• Make your content Accessible name Presenter’s• Make yourCompany content Easy To View City, State, Country• Make your content Easy To Use
    33. Where should I go today? Presenter’s name Company City, State, Countryhttp://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
    34. Make Your Content Directional CONTENT
    35. Presenter’s name Company City, State, Country
    36. Finding The Right Balance Presenter’s name Company City, State, CountrySource: http://flic.kr/p/6KA7xG
    37. Visibility + Engagement = Increased Sharing of Content Rarely Frequently Shared Shared • Free Trials • New Data • Product Info • Funny • Product • Infographics Documentation • Survey ResultsSource: HubSpot
    38. + EarnedReach Presenter’s name Company Paid City, State, Country Owned - - + Control
    39. The Emerging Media Landscape User Generated Editorial Consumer Business
    40. From agile software development to agile communications.
    41. Agile Communications The process of being quick to learn, adapt, & improve.#IABC12
    42. SILOS in Corporations are Old and Crumblinghttp://www.flickr.com/photos/kh-67/4892949459/
    43. AGILE COMMUNICATIONS
    44. AGILE COMMUNICATIONS SIMPLIFIED Monitor earned media pickup Listen to social media Identify new feedback influencers Analyze effectiveness of channels & formats
    45. Source: ZenithOptimedia Cannes 2012
    46. Build Audience Through Content
    47. http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
    48. Source: Content Marketing ROI – Eloqua / Kapost
    49. Build AUTHORITY through CURATION and CONTEXTSource: Dermot McCormick - EVP, Digital Media, MTV Networks
    50. AUTHORITY What is authority? Who has it? How can it be earned? How can it be proven?Source: Dermot McCormick - EVP, Digital Media, MTV Networks
    51. CURATE FUTURE of CURATION EXPERTS CROWDS ALGORITHMSSource: Dermot McCormick - EVP, Digital Media, MTV Networks
    52. CONTEXT Adds meaning to information:  Why should I care?  What does this mean for me?  What does this mean for society?Source: Dermot McCormick - EVP, Digital Media, MTV Networks
    53. CONTENT AUTHORITY CURATION Presenter’s nameCONTEXT Company FRESHNESS City, State, Country
    54. Build Authority through Content, Curation & Context Most Recent Comments Digital AudioBlogs Message Boards Instant Chat Most Commented Blogs
    55. Presenter’s name Company City, State, Country
    56. Presenter’s name Company City, State, Country
    57. http://www.flickr.com/photos/bnoj13/4073663539/
    58. Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
    59. Michael Pranikoff Global Director, Emerging Media PR Newswirehttp://about.me/michaelpranikoffmichael.pranikoff@prnewswire.com Twitter / @mpranikoff #IABC12

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