Will It Blend – Marketing & Public Relations – Integrated Marketing Summit Dallas – December 2010

Marketing & Public Relations

Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
michael.pranikoff@prnewswire.com
www.delicious.com/michaelpranikoff
Twitter / @mpranikoff

Disclaimer: I am not a Guru.
All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best.

Old School
New School

“In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercials to produce the same result” (Jim Stengel, CMO, P&G)

Michael Pranikoff
Director, Emerging Media
PR Newswire
Twitter Event Hashtag: #prncl

Source: InSites Consulting
72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.

Follow The Conversation on Twitter #IMSDallas

Influencers

Follow The Conversation Twitter Hashtag#IMSDallas

Customer ServiceIS PublicRelations
Photo credit: http://www.flickr.com/photos/alexharries/1297298843/

"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

SILOS in Corporations are
OldandCrumbling
http://www.flickr.com/photos/kh-67/4892949459/

Communications Comes Into Focus
Marketing
Public Relations
Companies want:
Direct access to consumers
Opportunities to engage with audiences
Continuous Messaging that is easy to share
Analytics, ROI
They want to communicate in a way that combines PR, Marketing and Advertising.
Advertising

Traditional Public Relations Model
The model has changed....

Journalist
Journalist
Journalist

News Traffic Landscape
Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic.
Yahoo News
Google News
New York Times
CNN
China’s QQ.com
BBC
MSN

Pew Research Center’s
57% of internet users share links to news stories
30% get news through Social Networks
6% get news via Twitter feeds

Are you driving the conversation?
http://www.flickr.com/photos/perspectivephotography/2090451536/

Letting go of control.

Mainstream Media Pickup
Blogs / Twitter / Online Pubs
Immediate Online Pickup
Weekly Trade Pubs
Monthly Trades
Quarterly Pubs / Journals
Search Share Blog
Release Goes Out
The Long Tail of Corporate Content
News Release
Conversation

Head
Traditional Media
Reaching Billions
Reach
MILLIONS
Online Media
SEARCH
Tail
Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06

The Long Tail of Corporate Content
Over Six Months
Amount of Coverage
Time From Origination

Consistent
Communications
Matters

Building the Foundation
SEO

Surround Your Content with Links to Relevant Content

Make Your Content Easy to Use

Tips for SEO & News Releases
Create Tweetable Headlines – 120
Characters to allow for the ReTweet
In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release.

OptimizationMax

SEO & SOCIAL MEDIA
ARE BUDDIES
Photo credit: http://www.flickr.com/photos/tambako/2387498031/

Virgin America MNR

Using multimedia in your releases increases
journalist and public engagement by 35%.
According to internal sample research comparing press releases that contain multimedia with those that do not.

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

Engagement
The 3 I’s of Engagement
Interaction– The actions a person takes while present at those touch points
Intimacy– The affection a person holds for a brand
Influence– The likelihood a person is to advocate on behalf of the brand
Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/

Use Social Media to make your content directional

CONTENT is

Case
Study

engage opportunity everywhere

PRSA 2010 International Conference
Washington, DC
Oct. 16 – 19, 2010
#PRNGame

PRSA 2010 International Conference
Washington, DC
Oct. 16 – 19, 2010
Open to all attendees with a smartphone
Placed codes all over the conference, name tags, sessions, even other exhibitor booths
Over 1000 Tweets with #prngame in 3 days
19% of all Tweets with the #prsa_ic official hashtag included #prngame
#PRNGame

“It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre

“Video is the new Voice!”
John Chambers, CEO Cisco

A
R
C
The ARC Engagement Platform
ccess your audiences via multi-channel distribution
each them with dynamic multimedia content
onnect, interact, transact and engage

Our Shining Example NY Fan Page has hit more than 1000 fans within four hours of launching our campaign.....So exciting to see such results!
Gayle Nowak
Haggman Advertising

http://multivu.prnewswire.com/player/42215-lockheed-martin-f-35/

“Share” button allows viewers to embed the ARCinto their blogs or Web sites.

blog
blog
fan site
blog
blog
fan site
news site
company site
blog
Distributes
Updates
ARC Content

How Will You Measure Your Success?
Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/

Identifying the
Audience
Where are they gathering?
What are they talking about?

Listen

Too Much Noise
http://www.flickr.com/photos/matthijs/3290859398/

Photo credit: http://www.flickr.com/photos/margolove/1810357551/

Think both
Internal
and
External Communications
Resource:
Social Media Governance
http://budurl.com/bhqq
Establish Your Guidelines

Education = Success

How Do you Manage / Control your Corporate Reputation
in a Crisis Situation?

Photo credit: http://www.flickr.com/photos/unaerica/3271668934/

Case
Study

PR Newswire Social Media Metrics

Search Goes Social

http://www.flickr.com/photos/robotography/492966506/

Location Based Social Media… Follow Me!

Listen
Analyze
Strategize
Engage
Repeat
Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg

Michael Pranikoff
Global Director,
Emerging Media
PR Newswire

Will It Blend – Marketing & Public Relations – Integrated Marketing Summit Dallas – December 2010

by Michael Pranikoff

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Will It Blend – Marketing & Public Relations – Integrated Marketing Summit Dallas – December 2010 Presentation Transcript