WORK<br />THAT<br />CONTENT<br />*    #%!<br />CNW Group• May 27, 2011 •  Montreal  • #CNW<br />
Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />http://flavors.me/michaelpranikoff<br /...
Disclaimer: I am not a Guru.  <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway ...
Content<br />REVOLUTION<br />Follow The Conversation on Twitter  #CNW<br />
http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/<br />
CONTENT is <br />Follow The Conversation on Twitter  #CNW<br />
Follow The Conversation on Twitter  #CNW<br />
PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
PULL<br />Follow The Conversation on Twitter  #CNW<br />Photo credit: http://www.flickr.com/photos/jonathangayman/10286892...
PULL<br />PUSH<br />CONTENT<br />
Old School<br />New School<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
“In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercials...
Source: Google<br />
Source: Google<br />
Follow The Conversation on Twitter  #CNW<br />
Website<br />Email<br />News Release<br />Social media<br />Traditional<br />Media<br />Communications Channel Complexity<...
"Digital and Traditional  for the ordinary person is all the same thing. It's all things they consume.  It means nothing t...
SILOS in Corporations are<br />OldandCrumbling<br />http://www.flickr.com/photos/kh-67/4892949459/<br />
Communications Comes Into Focus<br />Marketing<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to c...
Opportunities to engage with audiences
Continuous Messaging that is easy to share
Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Advertising<br />
Please Save The Kittens<br />
Trust<br />
TrustOverAttention<br />Trust will continue to replace attention as the Currency of the web and business. No one will pay ...
How much do you trust the following industries to do what is right?<br />Source: Edelman Trust Barometer 2011<br />
How much do you trust the following industries to do what is right?<br />Source: Edelman Trust Barometer 2011<br />
Where do you generally go first for news about a company? <br />Then where do you go?<br />Source: Edelman Trust Barometer...
Traditional Public Relations  Model<br />The model has changed....<br />
The Emerging Media Landscape<br />User Generated<br />Editorial<br />Consumer<br />Business<br />
The Emerging Media Landscape<br />The Media Landscape is no longer static, so we can’t afford to be static either<br />Use...
News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news propert...
Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
Are you driving the conversation?<br />http://www.flickr.com/photos/perspectivephotography/2090451536/<br />
Letting go of control.<br />Follow The Conversation on Twitter  #CNW			<br />
Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthl...
Head<br />Traditional Media<br />Reach<br />Online  Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Ne...
Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online  Media<br />SEARCH<br />Tail <br /...
The Long Tail of Corporate Content<br />Over Six Months<br />Amount of Coverage<br />What Needs to happen today – Shorter ...
Consistent<br />Communications<br />Matters<br />
Building the Foundation<br />SEO<br />
Contentis<br />KING!<br />
Contextis<br />The Almighty <br />
Surround Your Content with Links to Relevant Content<br />
Make Your Content Easy to Use<br />
Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120</li></ul>  Characters to allow for the ReTweet...
 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. </li></li></ul><li...
Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch ...
Intimacy– The affection a person holds for a brand
Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/pho...
THINK<br />VISUALLY!<br />
THINK<br />VISUALLY!<br />
more multimedia = more views <br />Increase in average online views per press release, when multimedia elements are added....
Using multimedia in your releases increases <br />journalist and public engagement  by 35%.<br />According to internal sam...
Tips on Using Multimedia	<br /><ul><li>Photos /Images / Video are rich multimedia coding – attracts search engines
Headline the Multimedia – images / photos….and use keywords/ keyword phrases
 Use Captions – but be smart with captions.   Just as in releases, think </li></ul>keyword phrases<br /><ul><li>Add links ...
“Video is the new Voice!”<br />John Chambers, CEO Cisco<br />
Tips on Creating / Using Video	<br /><ul><li>KISS – Keep It Simple Stupid
 Video today needs to tell a story.  B-Roll won’t cut it.
Online Video shouldn’t be more than 3 minutes long…unless it’s really good and in depth.   Short and to the point is best.
What works?  Video with personality, Showing how something works, Interviews…but simple.
Place on your page, your YouTube Channel, Blog…but make sure to pay attention to the Title, Caption….and use a link!</li><...
Where should I go today? <br />http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_...
Oh The Places Content CAN Go<br />
Make Your Content Directional<br />
Search Goes Social<br />
Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
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Work That Content! CNW Group Breakfast in Montreal – May 2011

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Work That Content! CNW Group Breakfast meeting on May 27, 2011 in Montreal. Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff.

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  • Today we are looking at a greater audience for news and information than ever before. The speed, breadth, and depth of information is reaching a wider audience then ever. The increased access and searchability of that content is also reaching new heights with journalists, investors, and consumers. This is now a hold of the financial industry as well as the casual investor as new technology allows people to make more informed decisions much more quickly.
  • The 1960s were noteworthy for cementing TV as THE communications medium and introducing a new technology that one could argue is already a relic in today’s world
  • 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.
  • Walk by a store and your phone will start buzzing.
  • Work That Content! CNW Group Breakfast in Montreal – May 2011

    1. 1. WORK<br />THAT<br />CONTENT<br />* #%!<br />CNW Group• May 27, 2011 • Montreal • #CNW<br />
    2. 2. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />http://flavors.me/michaelpranikoff<br />michael.pranikoff@prnewswire.com<br />Twitter / @mpranikoff<br />
    3. 3. Disclaimer: I am not a Guru. <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best. <br />
    4. 4. Content<br />REVOLUTION<br />Follow The Conversation on Twitter #CNW<br />
    5. 5. http://blog.angelsden.co.uk/index.php/2009/01/find-your-own-niche/<br />
    6. 6. CONTENT is <br />Follow The Conversation on Twitter #CNW<br />
    7. 7.
    8. 8. Follow The Conversation on Twitter #CNW<br />
    9. 9. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    10. 10. PULL<br />Follow The Conversation on Twitter #CNW<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    11. 11. PULL<br />PUSH<br />CONTENT<br />
    12. 12. Old School<br />New School<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    13. 13.
    14. 14. “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)<br />
    15. 15. Source: Google<br />
    16. 16. Source: Google<br />
    17. 17.
    18. 18. Follow The Conversation on Twitter #CNW<br />
    19. 19.
    20. 20. Website<br />Email<br />News Release<br />Social media<br />Traditional<br />Media<br />Communications Channel Complexity<br />Video<br />Tradeshows<br />Search<br />Photos / Visualizations<br />Blog<br />
    21. 21. "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.“ <br />Ian Tait - Global Interactive Executive Creative Director at W+K<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    22. 22.
    23. 23.
    24. 24. SILOS in Corporations are<br />OldandCrumbling<br />http://www.flickr.com/photos/kh-67/4892949459/<br />
    25. 25. Communications Comes Into Focus<br />Marketing<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to consumers
    26. 26. Opportunities to engage with audiences
    27. 27. Continuous Messaging that is easy to share
    28. 28. Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Advertising<br />
    29. 29. Please Save The Kittens<br />
    30. 30.
    31. 31.
    32. 32. Trust<br />
    33. 33. TrustOverAttention<br />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.<br />
    34. 34. How much do you trust the following industries to do what is right?<br />Source: Edelman Trust Barometer 2011<br />
    35. 35. How much do you trust the following industries to do what is right?<br />Source: Edelman Trust Barometer 2011<br />
    36. 36. Where do you generally go first for news about a company? <br />Then where do you go?<br />Source: Edelman Trust Barometer 2011<br />
    37. 37.
    38. 38. Traditional Public Relations Model<br />The model has changed....<br />
    39. 39. The Emerging Media Landscape<br />User Generated<br />Editorial<br />Consumer<br />Business<br />
    40. 40. The Emerging Media Landscape<br />The Media Landscape is no longer static, so we can’t afford to be static either<br />User Generated<br />Editorial<br />Consumer<br />Business<br />
    41. 41. News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. <br />Yahoo News<br />Google News<br />New York Times<br />CNN<br />China’s QQ.com<br />BBC<br />MSN<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    42. 42. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    43. 43. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    44. 44. Are you driving the conversation?<br />http://www.flickr.com/photos/perspectivephotography/2090451536/<br />
    45. 45. Letting go of control.<br />Follow The Conversation on Twitter #CNW <br />
    46. 46. Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Goes Out<br />The Long Tail of Corporate Content<br />News Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    47. 47. Head<br />Traditional Media<br />Reach<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06<br />
    48. 48. Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06<br />
    49. 49. The Long Tail of Corporate Content<br />Over Six Months<br />Amount of Coverage<br />What Needs to happen today – Shorter Releases on a more regular basis<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    50. 50. Consistent<br />Communications<br />Matters<br />
    51. 51. Building the Foundation<br />SEO<br />
    52. 52.
    53. 53. Contentis<br />KING!<br />
    54. 54. Contextis<br />The Almighty <br />
    55. 55. Surround Your Content with Links to Relevant Content<br />
    56. 56. Make Your Content Easy to Use<br />
    57. 57. Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120</li></ul> Characters to allow for the ReTweet<br /><ul><li>In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
    58. 58. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
    59. 59. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. </li></li></ul><li>SEO & SOCIAL MEDIA<br />ARE BUDDIES<br />Photo credit: http://www.flickr.com/photos/tambako/2387498031/ <br />
    60. 60. Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    61. 61. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch points
    62. 62. Intimacy– The affection a person holds for a brand
    63. 63. Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/<br />
    64. 64. THINK<br />VISUALLY!<br />
    65. 65. THINK<br />VISUALLY!<br />
    66. 66.
    67. 67.
    68. 68.
    69. 69. more multimedia = more views <br />Increase in average online views per press release, when multimedia elements are added.<br />
    70. 70. Using multimedia in your releases increases <br />journalist and public engagement by 35%.<br />According to internal sample research comparing press releases that contain multimedia with those that do not.<br />Follow The Conversation on Twitter #CNW<br />
    71. 71. Tips on Using Multimedia <br /><ul><li>Photos /Images / Video are rich multimedia coding – attracts search engines
    72. 72. Headline the Multimedia – images / photos….and use keywords/ keyword phrases
    73. 73. Use Captions – but be smart with captions. Just as in releases, think </li></ul>keyword phrases<br /><ul><li>Add links to your captions - the old fashion links, not anchor text. </li></li></ul><li>“Video is the new Voice!”<br />John Chambers, CEO Cisco<br />
    74. 74. “Video is the new Voice!”<br />John Chambers, CEO Cisco<br />
    75. 75. Tips on Creating / Using Video <br /><ul><li>KISS – Keep It Simple Stupid
    76. 76. Video today needs to tell a story. B-Roll won’t cut it.
    77. 77. Online Video shouldn’t be more than 3 minutes long…unless it’s really good and in depth. Short and to the point is best.
    78. 78. What works? Video with personality, Showing how something works, Interviews…but simple.
    79. 79. Place on your page, your YouTube Channel, Blog…but make sure to pay attention to the Title, Caption….and use a link!</li></li></ul><li>Online<br />is the first place any consumer – B2B or B2C goes today<br />
    80. 80. Where should I go today? <br />http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg<br />
    81. 81. Oh The Places Content CAN Go<br />
    82. 82. Make Your Content Directional<br />
    83. 83.
    84. 84. Search Goes Social<br />
    85. 85. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    86. 86. Location Based Media… <br />Follow Me!<br />
    87. 87. http://www.flickr.com/photos/robotography/492966506/<br />
    88. 88.
    89. 89. Story<br />Time<br />
    90. 90.
    91. 91.
    92. 92.
    93. 93.
    94. 94. Newspapers: 30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />4 hrs, 24 mins<br />
    95. 95. The Internet reaches…<br /><ul><li> More adults each week than Magazines and Newspapers.
    96. 96. More 18-34 year olds each week than ANY other medium.
    97. 97. More University Grads than any other medium.</li></ul>Source: http://www.iabcanada.com/insight-research<br />IAB Canada's 2009 Canadian Media Usage Trend Study<br />
    98. 98. Internet’s share of media time…<br /><ul><li> Has grown from 14% in 2001 to 28% in 2009.</li></ul>IAB Canada's 2009 Canadian Media Usage Trend Study<br />Source: http://www.iabcanada.com/insight-research<br />
    99. 99. Leave A Trail of Breadcrumbs<br />http://www.flickr.com/photos/bnoj13/4073663539/<br />
    100. 100. Make it Easy ToAccess,View<br />&Use Your Content !<br />
    101. 101. “<br />I never skate to where the puck is, I always skate to where the puck is going to be. <br />Wayne Gretzky – Hall of Fame Hockey Player<br />
    102. 102. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />http://flavors.me/michaelpranikoff<br />michael.pranikoff@prnewswire.com<br />Twitter / @mpranikoff<br />

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