Convergence mktg final-multimedia_added


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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).
  • Enhanced Multimedia News Release embeds text, images, videos in a dynamic customized HTML platform, with various social media communication tools and call-to-action that enable web engagement
  • Enhanced Multimedia News Release embeds text, images, videos in a dynamic customized HTML platform, with various social media communication tools and call-to-action that enable 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
  • 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…
  • Chinese companies are also to use advanced platforms to promote their products.
  • Convergence mktg final-multimedia_added

    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. 9. To Reach All Target Audience Through ONE Channel 客户 美通社中国服务团队 美通社全球总部 中国平面媒体 中国网站和数据库 中国多种新媒体渠道 外国驻华媒体 国际报刊 / 杂志 国际专业出版物 国际网站 / 数据库 国际电台 / 电视台 国际社交媒体及新媒体渠道 美通记者在线 公众 公众 公众 公众 公众 公众 公众 公众 公众
    7. 12. “ Video is the new Voice! ” John Chambers, CEO Cisco
    8. 13. CONTENT is
    9. 15. Principles to communicating your message today
    10. 16. 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
    11. 17. 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
    12. 20. © 2010 Marketo, Inc. Marketo Proprietary and Confidential
    13. 21. Engage with the Chinese Consumers
    14. 22. Embedded Video player for the news release Customized background Call for action button Thumbnail for high-resolution photo Related documents and social media tools
    15. 26. Convergence in action
    16. 27. ARC enables viral distribution & dynamic updating
    17. 28. Campaign Launch Emails Customer email – all segments PR eBlast & banners on external newsletters IR eBlast & banners on external newsletters Marketing eBlast
    18. 29. Video & White Paper Landing Page
    19. 30. Collecting Leads in Marketo Database White paper landing page with Marketo forms Emails ARC Banners, social & search Marketo Lead Database
    20. 31. 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>
    21. 32. 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>
    22. 34. “ Share” button allows viewers to embed the ARC into their blogs or Web sites.
    23. 36. ARC Content Distributes Updates blog blog fan site blog company site news site blog fan site blog
    24. 38. 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