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Berlin - Social Media & The New Face of PR

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Presented by News Aktuell and PR Newswire; Michael Pranikoff – PR Newswire Global Director of Emerging Media presented to an audience of PR / Marketing Professionals on August 10, 2010 in Berlin, Germany

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Berlin - Social Media & The New Face of PR

  1. 1. Social Media & The NEW Face of Public Relations<br />Berlin, Germany – August 10, 2010<br />Brought to you by News Aktuell & PR Newswire<br />Follow The Conversation Twitter Hashtag#naprn<br />
  2. 2. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
  3. 3. Today’s Agenda<br /><ul><li> The changing face of Media – US Trends
  4. 4. Social Media facts and fictions
  5. 5. Best Practices – are they different in the US vs. Europe?
  6. 6. Getting down to business – tips and tools for the new era of communications
  7. 7. How Can PR Newswire be of assistance?
  8. 8. Time for some Crystal Ball Gazing....</li></ul>What does the Future Hold?<br />Follow The Conversation Twitter Hashtag#naprn<br />
  9. 9. Are They YOUR Influential's? <br />#1 Reaching the Influencers<br />
  10. 10. Influencers<br />#1 Reaching the Influencers<br />
  11. 11. Rise of Citizen Journalism<br />Major dailies go online<br />First fax machine<br />Email becomes standard<br />Podcasts<br /><br />Precursor to internet developed<br />Apple Mac<br />Email, internet go mobile.<br />First press release over newswire<br />IM-ing goes global<br />First transatlantic phone call via cable<br />Cell phone network launched<br />Rise of social networks<br />Google becomes verb<br />Web free to all<br />TV = Mainstream<br />JFK, Vietnam, Moon<br />Satellites transmit programming<br />Drudge Breaks Lewinsky<br />User-generated content explodes<br />A Rapidly Changing World<br />“i“ Everything<br />
  12. 12. Old School<br />New School<br />
  13. 13. Follow The Conversation Twitter Hashtag#naprn<br />
  14. 14. Follow The Conversation Twitter Hashtag#naprn<br />
  15. 15.
  16. 16. Follow The Conversation Twitter Hashtag#naprn<br />
  17. 17. QQ<br />Facebook<br />Friendster<br />Wretch<br />Zing<br />Orkut<br />hi5<br />Mixi<br />Cyworld<br />#2 Social Media Trends – In the USA and Around the World <br />
  18. 18. Source: InSites Consulting<br />72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.<br />
  19. 19. 500 Million Facebook users Worldwide<br />70% Outside the US<br />
  20. 20. Pew Research Center’s<br /><ul><li> 57% of internet users share links to news stories
  21. 21. 30% get news through Social Networks
  22. 22. 6% get news via Twitter feeds</li></ul>500 Million Facebook users Worldwide<br />70% Outside the US<br />
  23. 23. Social network that is Best Known<br /> in Europe<br />Facebook 68%<br />Hyves 96%<br />Facebook 98%<br />Facebook 90%<br />Facebook 83%<br />Users<br />72%<br />Facebook 95%<br />Facebook 94%<br />73%<br />Facebook 95%<br />Facebook 98%<br />Hi5 97%<br />Facebook<br />N per country = About 200<br />
  24. 24. Social network site with Highest <br />Penetration of population in Europe<br />Facebook 22%<br />Hyves 63%<br />Facebook 72%<br />Hi5 60%<br />Facebook 29%<br />Users<br />72%<br />Facebook 57%<br />Facebook 67%<br />51%<br />Facebook 71%<br />Facebook 73%<br />Hi5 61%<br />Facebook<br />N per country = About 200<br />2010<br />
  25. 25. Many Voices…<br />Many Opinions<br />
  26. 26. New World, New Mindset<br />Image Credit: http://www.sonofthesouth.net/revolutionary-war/maps/new-world-map-1808.jpg<br />
  27. 27. Photo Credit: http://www.invisiblepr.com/search/el%20bocho%20beyond%20borders%20cnn/<br />
  28. 28. Journalist<br />Journalist<br />Journalist<br />Follow The Conversation Twitter Hashtag#naprn<br />
  29. 29. Traditional Public Relations Model<br />The model has changed....<br />Follow The Conversation Twitter Hashtag#naprn<br />
  30. 30. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
  31. 31. Make your contentEasy To View
  32. 32. Make your contentEasy To Use</li></ul>Follow The Conversation Twitter Hashtag#naprn<br />
  33. 33. Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Goes Out over PRNewswire<br />The Long Tail of Public Relations<br />Press Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  34. 34. Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  35. 35. The Long Tail of Public Relations Over Six Months<br />Amount of Coverage<br />What Needs to happen today – Shorter Releases on a more regular basis<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
  36. 36. Consistent<br />Communications<br />Matters<br />
  37. 37. News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. <br />Yahoo News<br />Google News<br />New York Times<br />CNN<br />China’s QQ.com<br />BBC<br />MSN<br />Follow The Conversation Twitter Hashtag#naprn<br />
  38. 38. Journalists & News Search <br />The press as well as prospects are using news search engines<br /><ul><li>98% of journalists go online daily
  39. 39. 92% for article research
  40. 40. 81% to do searching
  41. 41. 76% to find new sources, experts
  42. 42. 73% to find press releases</li></ul>Sources: Middleberg/Ross Survey and Pew Internet and American Life Project<br />
  43. 43. Building the Foundation<br />SEO<br />Follow The Conversation Twitter Hashtag#naprn<br />
  44. 44. Search engine users’ habits<br />Half of all search engine users enter only a single query at a time.<br />A typical user visits only the top 3 search results.<br />55% of users only visited 1 result!<br />Only 19% of visitors clicked through to a second page from their search result.<br />Searchers reported over half of search results were not relevant to what the searcher wanted!<br />Source: SEOMoz.org<br />Follow The Conversation Twitter Hashtag#naprn<br />
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  48. 48. Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120</li></ul> Characters to allow for the ReTweet<br /><ul><li>In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
  49. 49. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
  50. 50. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. </li></li></ul><li>
  51. 51.
  52. 52. Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
  53. 53. Case<br />Study<br />
  54. 54. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  55. 55. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  56. 56. Shape the conversation by participating in it<br />
  57. 57. 65%<br />Of consumers have had a digital experience change their opinion about a brand<br />august 2009<br />Follow The Conversation Twitter Hashtag#naprn<br />
  58. 58. Use Social Media to make your content directional<br />
  59. 59. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch points
  60. 60. Intimacy– The affection a person holds for a brand
  61. 61. Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/<br />
  62. 62. Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
  63. 63. Case<br />Study<br />
  64. 64. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  65. 65. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  66. 66. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  67. 67. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  68. 68. Case<br />Study<br />
  69. 69. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  70. 70. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  71. 71. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  72. 72. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
  73. 73. Virgin America MNR<br />
  74. 74. Virgin America MNR<br />
  75. 75. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />Virgin America MNR<br />
  76. 76. Using multimedia in your releases increases <br />journalist and public engagement by 35%.<br />According to internal sample research comparing press releases that contain multimedia with those that do not.<br />Follow The Conversation Twitter Hashtag#naprn<br />
  77. 77. SEO & Social Media<br />Are Buddies <br />Photo credit: http://www.flickr.com/photos/tambako/2387498031/ <br />
  78. 78. How Will You Measure Your Success?<br />Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/<br />
  79. 79.
  80. 80. Listen<br />
  81. 81.
  82. 82.
  83. 83. Examine <br /> Activity<br />the<br />
  84. 84. Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS<br />
  85. 85. How Do you Manage / Control your Corporate Identity in a Crisis Situation?<br />
  86. 86. Case<br />Study<br />
  87. 87.
  88. 88. PR Newswire Social Media Metrics<br />
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  95. 95. Social MEdia<br />Follow The Conversation Twitter Hashtag#naprn<br />
  96. 96. Search Goes Social<br />
  97. 97. Search Goes Social<br />
  98. 98. Location Based Social Media… Follow Me!<br />
  99. 99. Location Based Social Media… Follow Me!<br />
  100. 100. Location...Now You Can Take PR Newswire WITH You! <br />
  101. 101. Pursue social media as part of a comprehensive communications strategy<br />“It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre<br />
  102. 102. Listen<br />Analyze<br />Strategize<br />Engage<br />Repeat<br />Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg<br />
  103. 103. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />

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