Convergence marketing


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  • Traditional media was the channel to our end audiences… But as we all know that’s changed drastically…
  • The public – consumers, business partners, investors and others – rely on numerous different channels to get information…
  • “ journalists” have changed dramatically
  • The communications evolution turned revolution in the 90s with an explosion of new media forms. Internet became accessible to all – and with access, lowered the bar to communicate messages. It allowed almost anyone to become a media outlet, sometime regardless of qualifications or integity. Today, it seems that new media forms are introduced daily. You need a scorecard to keep up. For communicators, this rapid change can be overwhelming, but also a tremendous opportunity as vast audiences can be reached with great intimacy….but there are no rules and the roadmap changes constantly with faster innovation.
  • Content is currency. And with that comes a new engagement construct…
  • When leveraged correctly, content drives engagement among core audiences…
  • But who owns this engagement construct?
  • Multiple disciplines converge to execute on the engagement construct…
  • Delivering content over multiple channels…
  • Across disciplines
  • This clearly illustrates the convergence of disciplines with content as the common denominator. (talk through this slide).
  • PR Newswire recently launched a new brand positioning. We did so by very closely aligning our marketing and communications efforts and as a result engaged an enormous audience across multiple channels. This is an ARC Engagement Platform that we built. The ARC allows us to distribute content – video, audio, images, text and other types of content – across the digital ecosystem to websites, throughout social networks, and directly to traditional media, plus much more.
  • The video content can be embedded in websites and blogs and be dynamically updated through the platform. So when we’re ready to change the video content, which we will do shortly, the video will update across all the places the original video has been embedded. The ARC is most effective when utilizing a call to action. For us, the call to action was to download one of three white papers and watch a video.
  • In addition to the ARC – which for us was a PR tool – we also did a number of email communications. To our own customer database as well as through multiple third party channels. The emails had the same call to action as the ARC.
  • We created a dynamic multimedia landing page and cloned it multiple times so we could track the specific vehicles we used to determine their effectiveness.
  • The cloned landing page that appeared in the ARC, the emails and select banner ads included a form which drove leads into our marketing automation platform. From there we began nurturing the leads with additional content. We will nurture them over the course of a few months with content and then we will launch a new product to this audience and offer them special demonstrations and other incentives to buy. We will continue nurturing them for some time after that as well.
  • Another example…ARC in action driving convergence and engagement.
  • Content dynamically updates…
  • In the 2 nd half of 2010, PR Newswire conducted a survey on the work-related use of social media by Chinese journalists. This report includes an analysis of 2,500+ true and valid journalist questionnaires. Additionally, this analytical research report is the first-ever report to examine how Chinese journalists are accustomed to using social media in the course of their work.
  • Compared to the results of the 2010 PRWeek/PR Newswire Media Survey that polled a total of 1,568 traditional and non-traditional media and 1,670 PR practitioners in North America, media pitches through a social network resulted in coverage approximately 70 percent of the time, which is even higher than the percentage of the Chinese journalists usually obtain the corporate story leads from the social media. However, there is a trend that more and more Chinese journalists and PR professionals have been engaging in the social network. In the past three years, the success rate of the standard pitch to a US or Canadian journalist leads to coverage has dramatically decreased. We will face the same situation in the near future in China as the Chinese social media gr ow faster than their equivalents in the US.
  • Utilizing audience-oriented multimedia content and distribution channel with authority and trustworthiness leads to good social media communication and engagement performance in China.
  • Corporate story ‘used’ or ‘shared’ by some journalist in the social network generates more remarkable results.
  • Images and videos become the backbone of your corporate story not just some spices for the plain text press release. While easily catching people’s eyes, the multimedia content with customized format and layout for the target audience also leads to engagement and higher conversion rate. Enhanced Multimedia News Release embeds text, images, videos in a dynamic customized HTML platform, with various social media communication tools and call-to-action function that activates web engagement.
  • For the campaign of women’s autumn training series, Adidas achieved very good search engine results against competitors as they made use of multimedia distribution.
  • Chinese companies are also to use advanced platforms to promote their products.
  • Convergence marketing

    1. 2. The Need Traditional Public Relations Model The model has changed....
    2. 3. The Need The traditional media is no longer the public’s only source of information.
    3. 4. Journalist
    4. 5. “ 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)
    5. 6. Michael Pranikoff Director, Emerging Media PR Newswire [email_address] Twitter / @mpranikoff Twitter Event Hashtag: #prncl
    6. 10. “ Video is the new Voice! ” John Chambers, CEO Cisco
    7. 11. CONTENT is
    8. 13. Principles to communicating your message today
    9. 14. Engagement construct Rich video content that educates and activates Engage influentials to play the message forward Listen and learn from what the audience is saying Dominate organic search engine presence to capture information seekers and local media National reach with ability to focus locally Easy access to thought-leaders/experts and content to complement Chase’s voice Rich Engaging Content Dynamically Updatable Content Custom Distribution Robust Online Newsroom Centralized Assets Measurement Beyond the Numbers Deep Social Media Engagement Access to Industry Experts Search Optimized Content All assets, in one location ready for rapid deployment
    10. 15. Convergence Public Relations Marketing Companies want: <ul><ul><li>Direct access to consumers </li></ul></ul><ul><ul><li>Opportunities to engage with audiences </li></ul></ul><ul><ul><li>Viral messaging </li></ul></ul><ul><ul><li>Analytics, ROI </li></ul></ul><ul><li>They want to communicate in a way that combines PR, Marketing and Advertising. </li></ul>Advertising
    11. 18. © 2010 Marketo, Inc. Marketo Proprietary and Confidential
    12. 19. Convergence in action
    13. 20. ARC enables viral distribution & dynamic updating
    14. 21. Campaign Launch Emails Customer email – all segments PR eBlast & banners on external newsletters IR eBlast & banners on external newsletters Marketing eBlast
    15. 22. http:// Video & White Paper Landing Page
    16. 23. Collecting Leads in Marketo Database White paper landing page with Marketo forms Emails ARC Banners, social & search Marketo Lead Database
    17. 24. Campaign overview <ul><li>Through 11/18, there have been a total of 2,533 downloads from all marketing efforts including </li></ul><ul><ul><li>ARC platform </li></ul></ul><ul><ul><li>House blasts </li></ul></ul><ul><ul><li>PRWeek email promo </li></ul></ul><ul><ul><li>IR Magazine email promo </li></ul></ul><ul><ul><li>Marketo user summit followup </li></ul></ul><ul><ul><li>Launch page for social media channels </li></ul></ul><ul><ul><li>Campaign advertising (online, LinkedIn, SEM) </li></ul></ul><ul><li>Current downloads </li></ul><ul><ul><li>Content is Marketing – 1,309 downloads (75 additional) </li></ul></ul><ul><ul><li>PR Rising – 675 downloads (21 additional) </li></ul></ul><ul><ul><li>IR Rising – 549 download (24 additional) </li></ul></ul>
    18. 25. Campaign overview <ul><li>Total Conversions – Net New vs. Known Contacts </li></ul><ul><li>1,852 total net new contacts generated since launch </li></ul><ul><ul><li>111 additional since last report </li></ul></ul><ul><li>681 known contacts generated since launch </li></ul><ul><ul><li>9 additional since last report </li></ul></ul><ul><li>By whitepaper </li></ul><ul><ul><li>Marketing is content (1,051 net new, 258 known) </li></ul></ul><ul><ul><li>PR Rising (471 net new, 204 known) </li></ul></ul><ul><ul><li>IR Rising (330 net new, 219 known) </li></ul></ul>
    19. 27. “ Share” button allows viewers to embed the ARC into their blogs or Web sites.
    20. 29. ARC Content Distributes Updates blog blog fan site blog company site news site blog fan site blog
    21. 31. Our Shining Example NY Fan Page has hit more than 1000 fans within four hours of launching our campaign... So exciting to see such results! Gayle Nowak Haggman Advertising
    22. 32. The Fast-Changing Media Landscape in China <ul><ul><li>Over 60% of journalists have used social media to obtain news leads or conduct an interview in order to complete a news report </li></ul></ul><ul><ul><li>47.7% of journalists indicate that they “regularly use” microblogs </li></ul></ul><ul><ul><li>57.7% of journalists indicated they would “follow over the long term” enterprise or organization microblogs that were related to industry sectors they were in charge of covering </li></ul></ul>
    23. 33. The Fast-Changing Media Landscape in China <ul><ul><li>When asked, &quot;If a news lead was obtained through social media, would you seek verification before choosing to report it?&quot; Over half (51.66%) of journalists indicated that they would &quot;always seek verification.&quot; However, the survey also revealed that journalists considered the authority and trustworthiness of the identity of the information's &quot;producer&quot; and &quot;disseminator&quot; an important factor in whether they would seek to verify the news lead. </li></ul></ul>
    24. 34. RT:1,653 Comment:689 Source:Sina Weibo Social Media Communications Case in China
    25. 35. Nana’s Green Tea RT: 4,8449 Pageview:18,4000 (within 24 hours after the distribution) Social Media Communications Case in China
    26. 36. Engage with the Chinese Consumers
    27. 37. Engage with the Chinese Consumers