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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Work That Content! CNW Group Breakfast in Montreal – May 2011
- 1. WORK THAT CONTENT * #%! CNW Group• May 27, 2011 • Montreal • #CNW
- 2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://flavors.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
- 3. 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.
- 4. Content REVOLUTION Follow The Conversation on Twitter #CNW
- 6. CONTENT is Follow The Conversation on Twitter #CNW
- 8. Follow The Conversation on Twitter #CNW
- 9. Follow The Conversation on Twitter #CNW
- 10. PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
- 11. PULL Follow The Conversation on Twitter #CNW Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
- 13. Old School New School Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 15. “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)
- 16. Source: Google
- 17. Source: Google
- 19. Follow The Conversation on Twitter #CNW
- 21. Website Email News Release Social media Traditional Media Communications Channel Complexity Video Tradeshows Search Photos / Visualizations Blog
- 22. "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
- 25. SILOS in Corporations are OldandCrumbling http://www.flickr.com/photos/kh-67/4892949459/
- 27. Opportunities to engage with audiences
- 28. Continuous Messaging that is easy to share
- 29. Analytics, ROIThey want to communicate in a way that combines PR, Marketing and Advertising. Advertising
- 30. Please Save The Kittens
- 32. Trust
- 33. 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.
- 34. How much do you trust the following industries to do what is right? Source: Edelman Trust Barometer 2011
- 35. How much do you trust the following industries to do what is right? Source: Edelman Trust Barometer 2011
- 36. Where do you generally go first for news about a company? Then where do you go? Source: Edelman Trust Barometer 2011
- 38. Traditional Public Relations Model The model has changed....
- 39. The Emerging Media Landscape User Generated Editorial Consumer Business
- 40. 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
- 41. 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 Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 42. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 43. Are you driving the conversation? http://www.flickr.com/photos/perspectivephotography/2090451536/
- 44. Letting go of control. Follow The Conversation on Twitter #CNW
- 45. 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 Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 46. 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
- 47. The Long Tail of Corporate Content Over Six Months Amount of Coverage Time From Origination Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 49. Building the Foundation SEO
- 51. Contentis KING!
- 53. Surround Your Content with Links to Relevant Content
- 54. Make Your Content Easy to Use
- 56. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
- 58. Visibility Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
- 60. Intimacy– The affection a person holds for a brand
- 61. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 62. THINK VISUALLY!
- 66. more multimedia = more views Increase in average online views per press release, when multimedia elements are added.
- 67. 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. Follow The Conversation on Twitter #CNW
- 69. Headline the Multimedia – images / photos….and use keywords/ keyword phrases
- 71. “Video is the new Voice!” John Chambers, CEO Cisco
- 73. Video today needs to tell a story. B-Roll won’t cut it.
- 74. 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.
- 75. What works? Video with personality, Showing how something works, Interviews…but simple.
- 77. Where should I go today? http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
- 78. Oh The Places Content CAN Go
- 79. Make Your Content Directional
- 82. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 83. Location Based Media… Follow Me!
- 86. Story Time
- 89. Newspapers: 30 mins Magazines: 20 mins Mobile: 50 mins Internet: 2 hrs, 35 mins TV: 4 hrs, 24 mins
- 92. More University Grads than any other medium.Source: http://www.iabcanada.com/insight-research IAB Canada's 2009 Canadian Media Usage Trend Study
- 94. Leave A Trail of Breadcrumbs http://www.flickr.com/photos/bnoj13/4073663539/
- 95. Make it Easy ToAccess, View&UseYOURContent !
- 96. “ 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
- 97. Michael Pranikoff Global Director, Emerging Media PR Newswire http://flavors.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
Editor's Notes
- 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.