Embrace the Noise - MPRC 2013 Keynote Presentation by Diane Schwartz

505 views

Published on

Diane Schwartz, senior vice president and group publisher of PR News,reveal the secrets to effective communication in a world of clutter, cacophony and chaos. She shares inspiring and engaging stories from the front lines covering the PR and media worlds. During this interactive presentation, Diane offers innovative ideas for managing a crisis, elevating your brand, improving business relationships, working with the media and establishing who you are -- and what you're not on social media. You'll learn to embrace the noise with calm, and strike the right note with your PR initiatives.

Published in: Business, Technology
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total views
505
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
3
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

Embrace the Noise - MPRC 2013 Keynote Presentation by Diane Schwartz

  1. 1. Embrace the Noise. Diane Schwartz Senior Vice President & Group Publisher, PR News @dianeschwartz dschwartz@accessintel.com www.prnewsonline.com
  2. 2. Silent Sunday
  3. 3. Silent Tuesday?
  4. 4. Control.
  5. 5. Goals.
  6. 6. 5-Year-Old Shares Priority (VIDEO)
  7. 7. WIFFM.
  8. 8. A Day in the Life of Your Customer (DITLOC) • • • • • • • • • • • • • Morning: wake-up time, breakfast, activities before work Commuting First few hours of work Meetings, Independent Work, Socializing Lunchtime Social Media Habits, Conversations, Web/Email use Post-Lunch Personal time Afternoon Commute Home Dinnertime After Dinner Bedtime
  9. 9. Information Is Not Knowledge.
  10. 10. Where You Sit is What You See.
  11. 11. Finding the Signals in the Noise • • • • • Measurement Social Media Media Relations Lost Art of Writing Well The Age-Old Art of Storytelling
  12. 12. 8 Essential Skills ① ② ③ ④ ⑤ ⑥ ⑦ ⑧ Storytelling Measurement Collaboration Writing Content Marketing Social Media Flexibility Ability to Unplug
  13. 13. MEASUREMENT: 5 Essentials ① ② ③ ④ ⑤ KPIs Barcelona Principles Demand for marketing mix models Be S.M.A.R.T. Communication You can’t manage what you don’t measure.
  14. 14. Barcelona Principles • • • • • • • Important to set goals Media measurement requires quantity + quality AVEs are not the value of PR Social media can and should be measured Measure outcomes over media results Business results can and should be measured Transparency and replicability are paramount
  15. 15. S.M.A.R.T. • • • • • Specific Measurable Attainable Relevant Time-bound
  16. 16. Case Study: Obama Re-Election Campaign • Instead of Big Data, focus on best in class biz intel • Owned, Earned and Paid Media • One KPI-- isolate a directive and focus on it • Daily war room with early warning systems • Content is king – don’t just measure dollars spent * Amy Gershkoff, global director of analytics, Burson-Marsteller
  17. 17. Social Media 70% of marketers have little understanding of social media conversations around their brand. • Everyone’s doing it > Everyone should be doing it. • Budget for it. (Social media is not free.)
  18. 18.
  19. 19.
  20. 20. Facebook 1 billion active users; 198 million actives in US; 8.7% fake. 50% of world’s Internet users are on Facebook. 29% Americans use Facebook during work hours. 96% of fans never return to your page after they “Like” you. First 5 hours of your post will get 75% of total engagement. • • • • • • Hyperlocal (for paid postings) Engage with unhappy users Don’t pretend to be a fun company Publish often Daily strategy EdgeRank Checker, Facebook Insights
  21. 21. Twitter 555m users; 49m active monthly users in US; 500m Tweets/day. Tweets with # get 2x more engagement Engagement higher on weekends (17%) yet only 20% of brands Tweet on weekends. • • • • • • • Research keywords and hashtags before using Partner with media brand on tweet chat Brand searches (HootSuite) Crowdbooster; Tweepi Thank your fans Muckrack,Tweetreach Social Bro
  22. 22. CONSIDER…. o o o o o o o Instagram Vine Snapchat Pheed Tumblr Reddit Medium
  23. 23. Media Relations • Get a 360-degree view of reporters you’re pitching • Cold calls are out. Phone calls are in. • Engage with reporters online where they’re hanging out. • Relationship before Crisis. • Spinning is for fitness clubs. • News Jacking – MemeGenerator.
  24. 24. Visual Storytelling 76% of communicators say they’ll increase use of visual storytelling in 2014. 2/3 of world’s data will be video by 2017. • • • • • • • • • Enhances Likeability Increases Shares Download Vine (and use it) Humanize your brand How-to content Fringe “ATE” – curate, integrate, evaluate (whole foods) Go behind the scenes for your audience Sell stuff -70% Pinterest users want to buy
  25. 25. On Writing: “I try to leave out the parts that people skip.” -- Elmore Leonard
  26. 26. Words and Phrases to Avoid • • • • • • • • • • Um Like Uh You know Honestly Actually I mean Actually Honestly My bad • • • • • • • • Seriously At the end of the day Needless to say Seat at the table It is what it is In the weeds Having said that Put on your big girl panties
  27. 27. Your Pet Peeves?
  28. 28. Content Marketing PR Pros are the Original Content Marketers! • Intersection of what brand offering and customer value • Think like a media company • Relevance/organic • Audience’s online search activity, behavior • Content Creation vs. Content Strategy
  29. 29. Storytelling, Part 2 • • • • • PEOPLE TENSION ACTION RESOLUTION MEANING/CONTEXT
  30. 30. Fortune Interview w/UPS VP Bob Stoffel
  31. 31. In conclusion…. How to Embrace the Noise: • • • • • • • • • Set clear goals Measure Listen to the noise Pick your signals Collaborate across disciplines Expect and prepare for disruption Tell interesting stories Learn to laugh Update your goals!
  32. 32. 5-Year-Old Figures it Out (sort of)
  33. 33. Thank You For Listening! Please stay in touch: @dianeschwartz dschwartz@accessintel.com

×