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Demand Audience Attention: Creating Your Brand's Visual Moment of Truth (VMOT) - BDI 4/10 Visual Content Marketing & Communications Summit
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Demand Audience Attention: Creating Your Brand's Visual Moment of Truth (VMOT) - BDI 4/10 Visual Content Marketing & Communications Summit

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Presentation: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth (VMOT) ...

Presentation: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth (VMOT)
Presented by: Ninan Chacko, Chief Executive Officer, PR Newswire

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  • 1. NINAN CHACKO CEO, PR Newswire DEMAND AUDIENCE ATTENTION Creating Your Brand's Visual Moment of Truth
  • 2. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 3. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 4. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 5. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 6. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 7. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 8. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 9. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT LISTEN, ANALYZE & STRATEGIZE IDENTIFY & TARGET DISTRIBUTE CREATE, CURATE & OPTIMIZE CONTENT MEASURE ENGAGE & INTERACT COMMUNICATIONS STRATEGY We Provide Digital Syndication Solutions to Help Our Clients Improve Visibility & Engagement
  • 10. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 11. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 1st MOMENT OF TRUTH 2nd MOMENT OF TRUTH INITIAL STIMULI
  • 12. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Corporate Communications Mobile/Apps Ratings & Reviews Discussion Forums Organic Search Social Engagement In-Product Website ROI ToolsCustomer Service Online Ads DISCOVER EXPLORE ENGAGE BUY Events Packaging
  • 13. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Corporate Communications Mobile/Apps Ratings & Reviews Discussion Forums Organic Search Social Engagement In-Product Website ROI ToolsCustomer Service Online Ads DISCOVER EXPLORE ENGAGE BUY Events Packaging Customers will contact a Sales rep after they have independently completed about 60% of the purchasing decision process. Source: CEB B2B Marketing Study, 2012
  • 14. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Creating Your Brand’s Visual Moment of Truth Right Place.Right Content. Right Time. • Visually arresting • Relevant to your audience • Content management • Flow of fresh content • Discoverable to your audiences • Influential sources
  • 15. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT DEMANDING ATTENTION
  • 16. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT One in five people 1 in 5 people Which of these catch your eye?
  • 17. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT One in five people 1 in 5 people Which of these catch your eye?
  • 18. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Source: PR Newswire Web Analytics, June 2012 More multimedia = more views Releases including multiple multimedia resulted in up to NEARLY 10 TIMES more than that of text-only releases
  • 19. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT It only takes us 150 milliseconds to process an image Source: http://neomam.com/interactive/13reasons/
  • 20. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 21. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 22. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT DALLAS, March 13, 2014 /PRNewswire-USNewswire/ -- Paleontologists from the Perot Museum of Nature and Science in Dallas have discovered a new genus and species of a tyrannosaur that once roamed the ancient Arctic lands of Northern Alaska. Compared to its cousin Tyrannosaurus rex, this new animal, which has been formally named Nanuqsaurus hoglundi, is a pygmy. The first name honors the Inupiat people whose traditional territory includes the land where these bones were found, and the second name is in honor of Dallas entrepreneur and philanthropist Forrest Hoglund, whose extraordinary leadership helped raise $185 million to build the new Perot Museum, which opened in late 2012. The scientific paper describing the find – entitled "A Diminutive New Tyrannosaur from the Top of the World" – has been posted today on the prestigious science journal PLOS ONE, an international, peer-reviewed, open-access online journal that features reports on primary research from all scientific disciplines. Dallas paleontologists Anthony R. Fiorillo, Ph.D., the Perot Museum's curator of earth sciences, and Ronald S. Tykoski, Ph.D., fossil preparator at the Museum, co-authored the report. To read their entire manuscript and view renderings, go to http://dx.plos.org/10.1371/journal.pone.0091287. "The 'pygmy tyrannosaur' alone is really cool because it tells us something about what the environment was like in the ancient Arctic," said Fiorillo. "But what makes this discovery even more exciting is that Nanuqsaurus hoglundi also tells us about the biological richness of the ancient polar world during a time when the Earth was very warm compared to today.“ Fiorillo, who was recently named a Fellow to the internationally renowned Explorers Club in New York City due to his stature as a polar dinosaur authority, discovered what would eventual be known as the Nanuqsaurus hoglundi in 2006 while excavating Alaska's North Slope in the Prince Creek Formation. The excavation site – about 13 x 13 feet in size – is located almost 400 miles northwest of Fairbanks and many miles above the Arctic Circle on lands managed by the Bureau of Land Management. The research was funded by the National Science Foundation Office of Polar Programs. Perot Museum Paleontologists Discover Pygmy Tyrannosaur That Roamed Ancient Arctic Lands Of Alaska Illustration By Karen Carr
  • 23. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT DALLAS, March 13, 2014 /PRNewswire-USNewswire/ -- Paleontologists from the Perot Museum of Nature and Science in Dallas have discovered a new genus and species of a tyrannosaur that once roamed the ancient Arctic lands of Northern Alaska. Compared to its cousin Tyrannosaurus rex, this new animal, which has been formally named Nanuqsaurus hoglundi, is a pygmy. The first name honors the Inupiat people whose traditional territory includes the land where these bones were found, and the second name is in honor of Dallas entrepreneur and philanthropist Forrest Hoglund, whose extraordinary leadership helped raise $185 million to build the new Perot Museum, which opened in late 2012. The scientific paper describing the find – entitled "A Diminutive New Tyrannosaur from the Top of the World" – has been posted today on the prestigious science journal PLOS ONE, an international, peer-reviewed, open-access online journal that features reports on primary research from all scientific disciplines. Dallas paleontologists Anthony R. Fiorillo, Ph.D., the Perot Museum's curator of earth sciences, and Ronald S. Tykoski, Ph.D., fossil preparator at the Museum, co-authored the report. To read their entire manuscript and view renderings, go to http://dx.plos.org/10.1371/journal.pone.0091287. "The 'pygmy tyrannosaur' alone is really cool because it tells us something about what the environment was like in the ancient Arctic," said Fiorillo. "But what makes this discovery even more exciting is that Nanuqsaurus hoglundi also tells us about the biological richness of the ancient polar world during a time when the Earth was very warm compared to today.“ Fiorillo, who was recently named a Fellow to the internationally renowned Explorers Club in New York City due to his stature as a polar dinosaur authority, discovered what would eventual be known as the Nanuqsaurus hoglundi in 2006 while excavating Alaska's North Slope in the Prince Creek Formation. The excavation site – about 13 x 13 feet in size – is located almost 400 miles northwest of Fairbanks and many miles above the Arctic Circle on lands managed by the Bureau of Land Management. The research was funded by the National Science Foundation Office of Polar Programs. Perot Museum Paleontologists Discover Pygmy Tyrannosaur That Roamed Ancient Arctic Lands Of Alaska Illustration By Karen Carr
  • 24. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT EQ > IQEMOTION TRUMPS INTELLIGENCE
  • 25. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 26. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 27. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Multimedia is more often SHARED IN SOCIAL MEDIA
  • 28. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Photos receive TWICE AS MANY LIKES as text updates. 2x On Facebook’s top brand pages
  • 29. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT On Facebook’s top brand pages Videos are shared 12 TIMES MORE than text or links 12x
  • 30. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 68%of millennials likely to purchase based on their friends social media recommendations. Source: Harris Interactive Poll, January 2014
  • 31. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT of what they SEE & DO 80%of what they READ 30% Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication. Multimedia also leaves a lasting impression
  • 32. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Source: Forbes, B2B Demand Generation Benchmark Survey for 2012 Most Marketers have been using video since 2012
  • 33. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 2010 Multimedia usage
  • 34. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 2013 Multimedia usage doubled.
  • 35. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Still, multimedia is added to only 14% of releases.
  • 36. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Source: 2013 PR Newswire & PR News Multimedia Survey http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/
  • 37. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 38. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
  • 39. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT ORGANIZED STRATEGY
  • 40. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Company News Tweets Facebook posts Demos Surveys Case studies White papers Collateral Infographics Ads Forums Testimonials Newsletters & emails Apps & Games 85%of brand marketers are publishing content. Source: Forrester, October 2013
  • 41. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 36%are doing it effectively. But only Company News Tweets Facebook posts Demos Surveys Case studies White papers Collateral Infographics Ads Forums Testimonials Newsletters & emails Apps & Games Source: Forrester, October 2013 The harsh reality is that branded content, even when it's great, isn't getting seen or discovered by audiences.
  • 42. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Collateral PR Social Brand/ Product Mktg Digital Mobile CRM Lead Nurture Lead Gen. Company News Tweets Facebook posts Blog posts Demos Surveys Case studies Infographics Ads Forum discussions Testimonials White papersApps/Games Newsletters & emails Organize content in an asset management system
  • 43. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT YOUR AUDIENCE Dear Mark, We’d like to invite you to a webinar on multimedia. Create an editorial calendar for your organization
  • 44. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT YOUR AUDIENCE Dear Mark, We’d like to invite you to a webinar on multimedia. Does your story belong on TV? Create an editorial calendar for your organization
  • 45. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT YOUR AUDIENCE Dear Mark, We’d like to invite you to a webinar on multimedia. Does your story belong on TV? Create an editorial calendar for your organization
  • 46. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Partnering with PR News, we designed a survey about multimedia content Results published in an article on PR News and a series of posts on our blog. CASE STUDY
  • 47. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Results displayed as an infographic, which was also published on both our blog and on PR News. Partnering with PR News, we designed a survey about multimedia content CASE STUDY
  • 48. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Partnering with PR News, we designed a survey about multimedia content And smaller graphic elements to promote our the infographic blog post across our social channels. CASE STUDY
  • 49. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Partnering with PR News, we designed a survey about multimedia content Converted infographic into a presentation published to SlideShare CASE STUDY
  • 50. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Partnering with PR News, we designed a survey about multimedia content Walked through results in a live Webinar, which we promoted in our eNewsletter and via release. CASE STUDY
  • 51. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Partnering with PR News, we designed a survey about multimedia content From the webinar, we generated a recorded version as well as a deck to share on SlideShare. CASE STUDY
  • 52. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 60% 20% of U.S. adults Source: GFK Facebook study, March 2014 of U.S. adults use 3 devices daily use 2 devices daily Ubiquitous access and persistence
  • 53. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 40% Start an activity on one device, but finish it on another. Source: GFK Facebook study, March 2014
  • 54. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT SYNDICATION & DISTRIBUTION
  • 55. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Posting Content to Owned Media Reaches Your Known Audience YOUR EMAIL LISTS, WEBSITE, & SOCIAL MEDIA PRESENCE Distribution Increases Awareness & Grows Your Known Audience Content
  • 56. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Distribution Media pick up Major media Online discoverability benefits “Art of Dairy” May 3, 2013 Picked up multiple times RANK 13 Google search of store name WIRE “World Vegetarian Day” October 1, 2013 Not Picked up RANK 35 (below the fold) Google search of store name NO WIRE Distribution vs. Owned Experiment Large Grocery Retail Chain Source: 2013 survey by leading professional services firm.
  • 57. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT +80% +38% +80% Expert content more effective than branded content Source: In-lab study by Nielsen, commissioned by inPowered, March 2014
  • 58. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Public Relations: Promoting a company through press releases and interacting with the media Inbound Marketing: Promoting a company through digital content and interacting with online influencers
  • 59. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Source: Beyond Bylines Blog, February 2014
  • 60. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Image source: TED.com
  • 61. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT KEY TAKE-AWAYS
  • 62. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 1. Text may tell the story, but visuals capture the audience Image sources: • http://ebooks.adelaide.edu.au/f/fitzgerald/f_sc ott/gatsby/chapter1.html • AP
  • 63. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 2. Find the balance between content your audience will find interesting while mapping to your business objectives.
  • 64. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 2. Organize content across departments and throughout the publishing process. Image source: NASA
  • 65. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT 4. Don’t waste your multimedia investment by solely relying on your owned media channels for promotion YOUR WEBSITE Image source: http://sciencelakes.com
  • 66. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Image source: www.jezblog.com
  • 67. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT PR Newswire’s blog, Beyond PR http://blog.prnewswire.com/ Google Think Insights http://www.thinkwithgoogle.com/ CEB B2B Marketing study http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/ Inc Magazine, Build Social Media Following with Visuals http://www.inc.com/magazine/201311/ryan-underwood/build-social-media-following-with-visuals.html eMarketer, Harris Interactive Poll http://www.emarketer.com/Article/Millennials-Social-Media-Posts-Influence-Peers-Buy-New- Products/1010576 Neoman, Thirteen Reasons Why Your Brain Craves Infographics http://neomam.com/interactive/13reasons/ Lester, P. M. (2006). Syntactic Theory of Visual Communication. http://commfaculty.fullerton.edu/lester/writings/viscomtheory.html Additional Resources
  • 68. DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT Forbes, B2B Demand Generation Benchmark Survey for 2012 http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content- marketing-objectives/ 2013 PR Newswire & PR News Multimedia Survey http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/ Forrester, 85% of Marketers Publish Branded Content but only 36% Do It Effectively http://www.forrester.com/Forrester+85+Of+Marketers+Publish+Branded+Content+But+Only+36+Do+It+Effec tively/-/E-PRE6125 GFK Facebook Study http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/ In-lab study by Nielsen, commissioned by inPowered, March 2014 http://www.inpwrd.com/nielsen MOZ, An Introduction to PR Strategy for SEOs http://moz.com/blog/an-introduction-to-pr-strategy-for-seos Beyond Bylines (PR Newswire Media Blog), PRN Pulse survey info http://prnewswiremedia.wordpress.com/2014/02/20/journalists-and-bloggers-using-more-visual- storytelling/