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Best practices in social media & PR 2016 - by PRecious Communications

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© PRecious Communications 2016 1
Lars Voedisch
Principal Consultant
lars@preciouscomms.com
@larsv
Impact & Implications of...
© PRecious Communications 2016 2
© PRecious Communications 2016 3
Key Trends for
Communicators
SCOPE AND
DEPTH
STORY AND
CONTENT
TECH, DATA
AND
ANALYTICS

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Best practices in social media & PR 2016 - by PRecious Communications

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Understanding new age PR and media disruptions
Looking into latest platforms, technologies, content and behaviour: How has PR roles changed as aresult of new media
Role of traditional PR – has it become obsolete?
Leveraging mobile and connectivity for PR todayI
Is the press release still relevant today?

Understanding new age PR and media disruptions
Looking into latest platforms, technologies, content and behaviour: How has PR roles changed as aresult of new media
Role of traditional PR – has it become obsolete?
Leveraging mobile and connectivity for PR todayI
Is the press release still relevant today?

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Best practices in social media & PR 2016 - by PRecious Communications

  1. 1. © PRecious Communications 2016 1 Lars Voedisch Principal Consultant lars@preciouscomms.com @larsv Impact & Implications of Latest PR Trends & Developments in 2016
  2. 2. © PRecious Communications 2016 2
  3. 3. © PRecious Communications 2016 3 Key Trends for Communicators SCOPE AND DEPTH STORY AND CONTENT TECH, DATA AND ANALYTICS
  4. 4. © PRecious Communications 2016 4 SCOPE & DEPTH
  5. 5. SCOPE AND DEPTH Integration is key • Value of paid media is more important now – how will you amplify and complement your PR content? • Increased emphasis on pro-active social media engagement • Strategic PR is connecting with sales, not fighting it anymore • Because digital is becoming ubiquitous, reputation is more important than ever • Authenticity is key and drives brand culture towards humanization – audiences want to connect; look behind the curtains © PRecious Communications 2016 5
  6. 6. Focusing on the Why © PRecious Communications 2016 6 People buy products not only for their function but how they feel and associate with the product, e.g. Apple – Simplicity Harley Davidson - Freedom
  7. 7. © PRecious Communications 2016 7 WHY WHAT HOW
  8. 8. Only a coherent internal experience can deliver a coherent consumer experience © PRecious Communications 2016 8
  9. 9. © PRecious Communications 2016 9 STORY & CONTENT
  10. 10. © PRecious Communications 2016 10 More noise, more scattered media consumption
  11. 11. Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. The type of content businesses share is closely related to what they sell. However, the content's main focus is on the needs of the prospect. This information is consistently delivered and can be presented in a variety of formats, including news, video, white papers, e- books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs etc. Source: Wikipedia © PRecious Communications 2016 11 CONTENT MARKETING
  12. 12. Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. The type of content businesses share is closely related to what they sell. However, the content's main focus is on the needs of the prospect. This information is consistently delivered and can be presented in a variety of formats, including news, video, white papers, e- books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs etc. Source: Wikipedia © PRecious Communications 2016 12 CONTENT MARKETING It’s about THEM, not you!
  13. 13. © PRecious Communications 2016 13 CONTENT MARKETING Source: Reuse Marketing Campaign Content on Social Media
  14. 14. • Classic story telling techniques will remain – great stories will shine • Mega trend: Rising above the tidal wave of information density to stand out. - The amount of information on the web is expected to increase by 400% in the next four years. • Visual content is more important than ever - videos, pictures, graphics. Ideally, it has to be interactive • Content will be personalized e.g Coca Cola’s Share Your Coke Campaign © PRecious Communications 2016 14 STORY AND CONTENT Knowing WHY the message is getting shared
  15. 15. • What are you selling? • What’s your ultimate PR objective, the end goal? – The outcome – The “So What” ?! • Do you know where which parts of your PR strategy are targeting at? • Are you optimizing vs. (re- )targeting your efforts? © PRecious Communications 2016 15 CONTENT MARKETING Content Lifecycles and Sales Funnel
  16. 16. © PRecious Communications 2016 16
  17. 17. © PRecious Communications 2016 17 https://www.facebook.com/sgministryofmanpower/videos/949811611734773/
  18. 18. © PRecious Communications 2016 18 https://www.youtube.com/watch?v=FbY5tJu7dk4
  19. 19. © PRecious Communications 2016 19
  20. 20. © PRecious Communications 2016 20
  21. 21. © PRecious Communications 2016 21 • Important to know your customer s needs, instead of just creating generic content • If you know what your customers are seeking from you in terms of the product or service you offer, you’re more than halfway there.
  22. 22. © PRecious Communications 2016 22 TECH, DATA AND ANALYTICS
  23. 23. • Moving past the notion that PR people are purely creatives - It requires a hyper analytical mind able to quickly dissect products, competitors and markets. • Have to adapt this new mobile and social web that is global and real time • Innovate – adopt digital technology & big data strategies © PRecious Communications 2016 23 SCIENCE, DATA AND ANALYTICS Embrace and implement
  24. 24. © PRecious Communications 2016 24 Leveraging tech to aid PR Tools Technology Trends
  25. 25. © PRecious Communications 2016 25 CONTENT MARKETING
  26. 26. © PRecious Communications 2016 26 CONTENT MARKETING
  27. 27. © PRecious Communications 2016 27 CONTENT MARKETING
  28. 28. © PRecious Communications 2016 28 CONTENT MARKETING
  29. 29. © PRecious Communications 2016 29 Leveraging tech to aid PR
  30. 30. What are UTM codes, and why are they important? • “UTM” stands for “Urchin tracking module.” Urchin Software Corporation was acquired by Google in 2005, and their software laid the groundwork for what we now know as Google Analytics. • If you’re spending a lot of time in social media, you might be publishing hundreds of new links per day. UTM codes help you track the performance of each of those links so you can see where your traffic is coming from. © PRecious Communications 2016 30
  31. 31. The 3 Essential Questions a UTM Link Can Answer • A link should be able to help you answer some basic questions about your web traffic: 1. Source: Where is the traffic coming from? 2. Medium: How is it getting to me? 3. Campaign: Why is it coming to me? Essentially, UTM codes tell the story of how your traffic is coming to you. © PRecious Communications 2016 31 http://www.preciouscomms.com/blog/?utm_sourc e=facebook&utm_medium=social&utm_campaig n=trends
  32. 32. © PRecious Communications 2016 32 The Press Release – still relevant…
  33. 33. © PRecious Communications 2016 33 The Press Release – still relevant…
  34. 34. Is Press Release still relevant today? Let’s look at the benefits of Press Releases • Increased traffic from strategic keyword placement • Page rank improvements from implied links • Distribution and referral traffic across news outlets • Fresh content for frequent indexing and authority potential • Widespread exposure from social sharing activities • Sourceable content for journalists and interested parties © PRecious Communications 2016 34
  35. 35. Take a look at how a Nintendo press release drove 500,000 views in a single day © PRecious Communications 2016 35
  36. 36. New Elements of a Strong Press Release • How do I create a press release that drives traffic and increases brand recognition? The answer: By employing best practices per Google’s demand for high-quality content (links, multi-media) Regardless of type, the essential elements of a strong press release should work together to serve the purpose of providing the most valuable experience a reader can have with your content. © PRecious Communications 2016 36
  37. 37. © PRecious Communications 2016 37 Nintendo played on the name of their new VP of Sales, joking about his relation to their popular character Bowser. It not only rendered it incredibly relevant to video game fans across the globe, but also journalists looking for content with substance.
  38. 38. © PRecious Communications 2016 38 Nintendo played on the name of their new VP of Sales, joking about his relation to their popular character Bowser. It not only rendered it incredibly relevant to video game fans across the globe, but also journalists looking for content with substance.
  39. 39. © PRecious Communications 2016 39 In summary Why and for whom? SCOPE AND DEPTH STORY AND CONTENT TECH, DATA AND ANALYTICS Why What How
  40. 40. © PRecious Communications 2016 40 STORY AND CONTENT Knowing WHY the message is getting shared Kevin Spacey https://www.youtube.com/watch?v=NJnP2wsgnoA
  41. 41. © PRecious Communications 2016 41 Lars Voedisch Principal Consultant lars@preciouscomms.com @larsv

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