Work That Content! CNW Group Breakfast in Montreal – May 2011

WORK
THAT
CONTENT
* #%!
CNW Group• May 27, 2011 • Montreal • #CNW

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

Content
REVOLUTION
Follow The Conversation on Twitter #CNW

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

CONTENT is

PUSH
Photo credit: http://www.flickr.com/photos/ytruly/2463366156/

PULL
Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/

PULL
PUSH
CONTENT

Old School
New School
Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media

“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)

Source: Google

Website
Email
News Release
Social media
Traditional
Media
Communications Channel Complexity
Video
Tradeshows
Search
Photos / Visualizations
Blog

"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

Please Save The Kittens

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.

How much do you trust the following industries to do what is right?
Source: Edelman Trust Barometer 2011

Where do you generally go first for news about a company?
Then where do you go?
Source: Edelman Trust Barometer 2011

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

The Emerging Media Landscape
User Generated
Editorial
Consumer
Business

The Emerging Media Landscape
The Media Landscape is no longer static, so we can’t afford to be static either
User Generated
Editorial
Consumer
Business

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

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

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
What Needs to happen today – Shorter Releases on a more regular basis
Time From Origination

Consistent
Communications
Matters

Building the Foundation
SEO

Contentis
KING!

Contextis
The Almighty

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.

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

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/

THINK
VISUALLY!

more multimedia = more views
Increase in average online views per press release, when multimedia elements are added.

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.

Tips on Using Multimedia
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
keyword phrases
Add links to your captions - the old fashion links, not anchor text.

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

Tips on Creating / Using Video
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!

Online
is the first place any consumer – B2B or B2C goes today

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

Oh The Places Content CAN Go

Make Your Content Directional

Search Goes Social

Location Based Media…
Follow Me!

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

Story
Time

Newspapers: 30 mins
Magazines:
20 mins
Mobile: 50 mins
Internet:
2 hrs, 35 mins
TV:
4 hrs, 24 mins

The Internet reaches…
More adults each week than Magazines and Newspapers.
More 18-34 year olds each week than ANY other medium.
More University Grads than any other medium.
Source: http://www.iabcanada.com/insight-research
IAB Canada's 2009 Canadian Media Usage Trend Study

Internet’s share of media time…
Has grown from 14% in 2001 to 28% in 2009.
IAB Canada's 2009 Canadian Media Usage Trend Study
Source: http://www.iabcanada.com/insight-research

Leave A Trail of Breadcrumbs
http://www.flickr.com/photos/bnoj13/4073663539/

Make it Easy ToAccess,View
&Use Your Content !

“
I never skate to where the puck is, I always skate to where the puck is going to be.
Wayne Gretzky – Hall of Fame Hockey Player

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

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url_unknown	99
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Work That Content! CNW Group Breakfast in Montreal – May 2011

by Michael Pranikoff on May 31, 2011

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Work That Content! CNW Group Breakfast in Montreal – May 2011 — Presentation Transcript