Beyond Communications 7 08 Final


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Beyond Media, Beyond Delivery and Beyond Borders

Date: Thursday, July 31, 2008
Time: 10:00 AM Pacific, 11:00 AM Mountain, 12:00 PM Central, 1:00 PM Eastern
Duration: 1 hour

The Internet is the great leveler of information-it has removed barriers and made information ubiquitous. Today, with social media and Web 2.0, information can be targeted to precise audiences that exist anywhere-in your own backyard or 5,000 miles away. Communications professionals can now harness the power for emerging media technology to reach mass audiences or target very niche audiences and encourage an exchange of ideas and conversation.

Join PR Newswire for a free webinar and learn how to leverage the new media to take your communications programs Beyond Media, Beyond Delivery and Beyond Borders.

Michael Pranikoff

Published in: Technology, Business
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  • Hello, this is Michael Pranikoff, the Director of Emerging Media from PR Newswire
  • Beyond Communications 7 08 Final

    1. 1. Michael Pranikoff Director, Emerging Media [email_address] Twitter / @mpranikoff Beyond Media Beyond Delivery Beyond Borders
    2. 2. Evolution of Communications – A Rapidly Changing World 2000s 1990s 1980s 1970s 1960s 1950s Apple Mac Cell phone network launched First fax machine TV = Mainstream JFK, Vietnam, Moon Precursor to internet developed Satellites transmit programming Drudge Breaks Lewinsky Email becomes standard Web free to all IM-ing goes global Major dailies go online First transatlantic phone call via cable First press release over newswire  Email, internet go mobile. Rise of social networks Google becomes verb Rise of Citizen Journalism User-generated content explodes Podcasts Text messaging
    3. 3. Communications Arsenal <ul><li>Conventional Arms </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Media alerts </li></ul></ul><ul><ul><li>Reporter outreach </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Press events </li></ul></ul><ul><ul><li>SMTs </li></ul></ul><ul><ul><li>VNRs </li></ul></ul>“ A weapon unused is a useless weapon,” Spies Like Us (1985) <ul><li>Cutting Edge Tactics </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Video sharing </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Search optimization </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Mobile alerts </li></ul></ul>
    4. 4. Weighing Emerging Media <ul><li>Emerging Media tools and technologies have real value ($) </li></ul><ul><li>Blogs </li></ul><ul><ul><ul><li>13 million active blogs - Technorati (BusinessWeek, 2/20/08) </li></ul></ul></ul><ul><ul><ul><li>Blogrunner - “News at Blog Speed” = New York Times </li></ul></ul></ul><ul><ul><ul><li>BusinessWeek: 20 current blogs </li></ul></ul></ul><ul><li>Social networking </li></ul><ul><ul><ul><li>2005: News Corp acquires MySpace - $580 million </li></ul></ul></ul><ul><ul><ul><li>2007: Microsoft investment values Facebook - $15 billion </li></ul></ul></ul><ul><li>Video sharing </li></ul><ul><ul><ul><li>Dec. 2007: 10 billion videos viewed online – (comScore Video Metrix) </li></ul></ul></ul><ul><li>Search </li></ul><ul><ul><ul><li>GOOG = $151 billion market cap </li></ul></ul></ul><ul><ul><ul><li>TWX + NWS = $119 billion </li></ul></ul></ul><ul><ul><ul><li>Jan. 2008: 10.5 billion searches at top search engines (comScore) </li></ul></ul></ul><ul><li>Online advertising </li></ul><ul><ul><ul><li>2007: $775 million in online video ads </li></ul></ul></ul><ul><ul><ul><li>2011: $4.3 billion projected (eMarketer June 2007) </li></ul></ul></ul><ul><li>Mobile communications </li></ul><ul><ul><ul><li>2007: $83 million in mobile search advertising spending </li></ul></ul></ul><ul><ul><ul><li>2012: $3.7 billion projected </li></ul></ul></ul><ul><ul><ul><li>(eMarketer February 2008) </li></ul></ul></ul>
    5. 5. Weighing Emerging Media <ul><li>Trends, trends and more trends… </li></ul>
    6. 6. Make the Most of Your Messages BEYOND BORDERS BEYOND DELIVERY BEYOND MEDIA
    7. 7. BEYOND MEDIA
    8. 8. Beyond Media <ul><li>What is Beyond Media? </li></ul><ul><li>Reporters no longer information “gatekeepers” </li></ul><ul><li>“ Citizen journalists” are increasingly influential </li></ul><ul><ul><li>Many voices, many opinions </li></ul></ul><ul><li>Social networking, blogs, and video / data sharing blur lines of communication </li></ul><ul><ul><li>In-formality reigns </li></ul></ul>'Citizen Journalists' Evade Blackout On Myanmar News Blogs and Shaky Videos Find Way Into Mainstream; Photo of Bloody Sandals   By GEOFFREY A. FOWLER September 28, 2007 As Myanmar's regime cracks down on a growing protest movement, &quot;citizen journalists&quot; are breaking the news to the world.   At 1:30 yesterday afternoon, a cellphone buzzed with news for Soe Myint, the editor in chief of Mizzima News, a publication about Myanmar run by exiles in New Delhi....
    9. 9. Beyond Media - Advantages <ul><li>Reach those who are REALLY interested </li></ul><ul><li>More direct (intimate) contact </li></ul><ul><li>Exchange of ideas </li></ul><ul><ul><li>Give and take promotes passion </li></ul></ul><ul><li>Losing “control” of messages…and loving it </li></ul><ul><li>Viral opportunities are enormous </li></ul><ul><ul><li>Greater impact, less budget </li></ul></ul>
    10. 10. Beyond Media - Challenges <ul><li>Requires different mindset </li></ul><ul><ul><li>Risk vs. reward </li></ul></ul><ul><ul><li>Must be willing to lose ‘control’ somewhat </li></ul></ul><ul><li>Sharing information </li></ul><ul><ul><li>Less telling; more listening and conversing </li></ul></ul><ul><li>Learn the rules of the road </li></ul><ul><ul><li>Social networks and blogs </li></ul></ul><ul><li>Prepare to be criticized </li></ul><ul><ul><li>Thick skin needed </li></ul></ul>
    11. 11. Beyond Media – Real Results <ul><li>Domino’s Pizza Multimedia News Release promotes launch of Cheesy Garlic Bread Pizza </li></ul><ul><ul><li>Interactive TV ad enabled customers to insert themselves into ad </li></ul></ul><ul><ul><li>Free indie music downloads on website </li></ul></ul><ul><ul><li>Fan Fuel Sweepstakes introduced by Domino’s NASCAR Driver </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>930 photo downloads </li></ul></ul><ul><ul><li>7,600 unique page views </li></ul></ul><ul><ul><li>86,000 streams on YouTube </li></ul></ul>
    13. 13. Beyond Delivery <ul><li>What is Beyond Delivery? </li></ul><ul><li>“ Shotgun strategy” doesn’t work </li></ul><ul><li>Get to know your target audience </li></ul><ul><ul><li>How do they speak? </li></ul></ul><ul><ul><li>What influences them? </li></ul></ul><ul><ul><li>Where do they get their information? </li></ul></ul><ul><li>Direct engagement; real-time interactivity </li></ul>
    14. 14. Beyond Delivery – Amplifying Messages with Web 2.0 <ul><li>Blogs </li></ul><ul><ul><li>Writing and responding </li></ul></ul><ul><li>Social Networking </li></ul><ul><ul><li>Make friends with Facebook </li></ul></ul><ul><ul><li>Find a place in MySpace </li></ul></ul><ul><li>Online Video </li></ul><ul><ul><li>Go viral </li></ul></ul><ul><li>Community Websites/Newsgroups </li></ul><ul><ul><li>Be seen and heard </li></ul></ul>
    15. 15. Beyond Delivery – Know Your Audience <ul><li>Lurk before you leap! </li></ul><ul><li>Listen to what language they use to talk about your industry/product/service </li></ul><ul><li>Take time to ‘get to know’ your influencers. </li></ul><ul><ul><li>Who are they? </li></ul></ul><ul><ul><li>What motivates them? </li></ul></ul><ul><ul><li>Where do they get their information? </li></ul></ul><ul><ul><li>Whom do they trust? </li></ul></ul><ul><ul><li>How can you best serve them? </li></ul></ul>
    16. 16. Beyond Delivery – Links in a Chain <ul><li>Web 2.0 can create a cascading effect </li></ul><ul><li>Tools like can give one person the power to influence many </li></ul><ul><li> also offers a window onto one’s message </li></ul><ul><li>Learn how people characterizing your company, the competition, and more </li></ul>
    17. 17. Beyond Delivery – It Works! <ul><li>Political Campaigns Embrace the Internet </li></ul><ul><ul><li>Howard Dean Blogs for America </li></ul></ul><ul><ul><li>Obama Girl and Will.I.Am give Obama free viral marketing </li></ul></ul><ul><ul><li>Ron Paul supporters organize through Facebook, MeetUp, World of Warcraft </li></ul></ul><ul><ul><li> / McCainSpace </li></ul></ul>
    18. 18. BEYOND BORDERS
    19. 19. Beyond Borders <ul><li>What is Beyond Borders? </li></ul><ul><li>Communications “Pangaea” </li></ul><ul><ul><li>Technology is shrinking world </li></ul></ul><ul><li>Messages must resonate outside core </li></ul><ul><ul><li>Age, Ethnicity, Language </li></ul></ul><ul><li>Ubiquity of information </li></ul><ul><ul><li>All parties get information simultaneously…for better or worse </li></ul></ul>
    20. 20. Beyond Borders – Harnessing the Power <ul><li>Message development and customization </li></ul><ul><li>Language and syntax </li></ul><ul><li>Effective targeting (media) </li></ul><ul><li>Timing </li></ul><ul><li>Engaging and interacting </li></ul>
    21. 21. Beyond Borders – Harnessing the Power <ul><li>Message development and customization </li></ul><ul><li>Language and syntax </li></ul><ul><li>Effective targeting (media) </li></ul><ul><li>Timing </li></ul><ul><li>Engaging and interacting </li></ul>
    22. 22. Beyond Media, Beyond Delivery, Beyond Borders
    23. 23. Beyond Media, Beyond Delivery, Beyond Borders
    24. 24. + = A Case Study of Online Success
    25. 26. Multiple Elements Included
    26. 29. SALES PRODUCT The Long Tail
    27. 30. The Long Tail of Public Relations Press Release Conversation Release Goes Out Immediate Online Pickup Mainstream Media Pickup Blogs / Twitter / Online Pubs Weekly Trade Pubs Monthly Trades Search Share Blog Quarterly Pubs / Journals
    28. 31. Beyond Media, Beyond Delivery, Beyond Borders <ul><li>Blending Old and New </li></ul><ul><ul><li>Conventional and “un”conventional </li></ul></ul><ul><ul><li>Traditional still powerful </li></ul></ul><ul><li>Conventional Arms </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Media alerts </li></ul></ul><ul><ul><li>News coverage </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Press events </li></ul></ul><ul><ul><li>SMTs </li></ul></ul><ul><ul><li>Video news release </li></ul></ul><ul><li>Cutting Edge Tactics </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Video sharing </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Search optimization </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Mobile alerts </li></ul></ul>
    29. 32. References <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    30. 33. Michael Pranikoff Director, Emerging Media [email_address] Twitter / @mpranikoff Beyond Media Beyond Delivery Beyond Borders