Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, in Dallas on May 1, 2013. This presentation explores how the use of visual storytelling has a new, deep role in how your business or organization can create experiences with your audiences throughout the buying cycle. Search and social has empowered shoppers to conduct in-depth research about the brands and products that mean the most to them before making a purchase. The point at which a consumer chooses a preferred brand, where to buy, and with whom they share the results is what Google has famously deemed "The Zero Moment of Truth." Now, it is up to communicators to join the conversation at this new moment in the buying cycle where decisions are being made and provide the content that buyers are looking for in the formats that resonate the most.
11. @mpranikoff #VisualComm
! 1st 2nd
Advertisement
(Initial Awareness)
Shelf
(Point of Purchase)
Experience
(Customer Satisfaction)
0
AWARENESS CONSIDERATION INTENT DECISION
DISPLAY CLICK SOCIAL EMAIL
PAID SEARCH
ORGANIC
SEARCH
DIRECTREFERRAL
OTHER PAID
Assisting interaction Last interaction
12. @mpranikoff #VisualComm
Creating Your Brand’s Visual Moment of Truth
.
• Visually
arresting
• Relevant to your
audience
• Content
management
• Flow of fresh
content
• Discoverable to
your audiences
• Influential
sources
20. @mpranikoff #VisualComm
HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACON
Trigger
Adjective
Keyword
Promise
21. @mpranikoff #VisualComm
• Make your news easy to read and
digest. Think “info-snacks”
• Use bold to separate ideas – But
Don’t Overdo It!
• Bullet points are great to use. –
Make this your Tweet.
•Think about having a “Quotes”
section instead of burying the
quote.
•Easy To Read means Easier to Use!
25. @mpranikoff #VisualComm
Source: PR Newswire Web Analytics, June 2012
More multimedia = more views
Releases including multiple
multimedia resulted in up to
NEARLY 10 TIMES more than
that of text-only releases
26. @mpranikoff #VisualComm
Using multimedia in
your releases increases
journalist and public
engagement By 35%
According to internal sample research comparing press releases that contain multimedia with those that do not.
59. @mpranikoff #VisualComm
Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters
& emails
Apps & Games
85%of brand marketers
are publishing
content.
Source: Forrester, October 2013
60. @mpranikoff #VisualComm
Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters
& emails
Apps & Games
36%are doing it
effectively.
But only
Source: Forrester, October 2013
64. @mpranikoff #VisualComm
Partnering with PR News, we designed
a survey about multimedia content
Results published in an
article on PR News and a
series of posts on our blog.
Our Own Story
65. @mpranikoff #VisualComm
Results displayed as an infographic,
which was also published on both our
blog and on PR News.
Partnering with PR News, we designed
a survey about multimedia content
Our Own Story
66. @mpranikoff #VisualComm
Partnering with PR News, we designed
a survey about multimedia content
Our Own Story
And smaller graphic elements to promote our the
infographic blog post across our social channels.
67. @mpranikoff #VisualComm
Partnering with PR News, we designed
a survey about multimedia content
Our Own Story
Walked through results in a live
Webinar, which we promoted in
our eNewsletter and via release.
68. @mpranikoff #VisualComm
Partnering with PR News, we designed
a survey about multimedia content
Our Own Story
Converted infographic
into a presentation
published to SlideShare
69. @mpranikoff #VisualComm
Partnering with PR News, we designed
a survey about multimedia content
Our Own Story
From the webinar, we
generated a recorded
version as well as a deck
to share on SlideShare.
74. @mpranikoff #VisualComm
Posting Content to Owned Media
Reaches Your Known Audience
YOUR
EMAIL LISTS,
WEBSITE,
& SOCIAL
MEDIA
PRESENCE
Syndication Increases Awareness
& Grows Your Known Audience
Content
75. @mpranikoff #VisualComm
Distribution
Media
pick up
Major
media
Online
discoverability
benefits
“Art of Dairy”
May 3, 2013
Picked up
multiple times
RANK 13
Google search
of store name
WIRE
“World Vegetarian Day”
October 1, 2013
Not Picked up
RANK 35
(below the fold)
Google search
of store name
NO WIRE
Distribution vs. Owned Experiment
Large Grocery
Retail Chain
Source: 2013 survey by leading professional services firm.
84. PR Newswire is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect and engage with their
target audiences worldwide
85. @mpranikoff
PRNewswire.com
Blogs
PRN Widget
National
News Sites
Local News
Affiliate
Sites
Portals &
Databases
Trade News
Sites
Your
Website
MediaRoom
Video
Portals
Multimedia
Release
Mobile App
Partnerships
Mobilized
Websites
PRN
Mobile
Site & App
High
Ranking
Search
Results
PR Newswire
for Journalists
Media Outlet
News Feeds
“The Wire”
Twitter
SocialPost
Email
Microlists /
Media Lists
86. @mpranikoff #VisualComm
IDENTIFY & TARGET
PROMOTE &
SYNDICATE
CREATE, CURATE &
OPTIMIZE CONTENT
LISTEN, ANALYZE
MEASURES &
STRATEGIZE
ENGAGE & INTERACT
The PR Newswire
Vision of Modern
Storytelling
LINKS FROM SOCIAL
boost search rankings, so get your
message shared [1] [2]
87. @mpranikoff #VisualComm
We have the
distribution &
syndication
network to
AMPLIFY your
content.
Our products &
services help you
continually
ENGAGE your
target audiences.
We have the
resources to make
your content more
VISIBLE.
88. @mpranikoff #VisualComm
PR Newswire’s blog, Beyond PR http://blog.prnewswire.com/
Google Think Insights
http://www.thinkwithgoogle.com/
CEB B2B Marketing study
http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/
Inc Magazine, Build Social Media Following with Visuals
http://www.inc.com/magazine/201311/ryan-underwood/build-social-media-following-with-visuals.html
eMarketer, Harris Interactive Poll
http://www.emarketer.com/Article/Millennials-Social-Media-Posts-Influence-Peers-Buy-New-
Products/1010576
Neoman, Thirteen Reasons Why Your Brain Craves Infographics
http://neomam.com/interactive/13reasons/
Lester, P. M. (2006). Syntactic Theory of Visual Communication.
http://commfaculty.fullerton.edu/lester/writings/viscomtheory.html
Additional Resources
89. @mpranikoff #VisualComm
Forbes, B2B Demand Generation Benchmark Survey for 2012
http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-
marketing-objectives/
2013 PR Newswire & PR News Multimedia Survey
http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/
Forrester, 85% of Marketers Publish Branded Content but only 36% Do It Effectively
http://www.forrester.com/Forrester+85+Of+Marketers+Publish+Branded+Content+But+Only+36+Do+It+Effec
tively/-/E-PRE6125
GFK Facebook Study
http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
In-lab study by Nielsen, commissioned by inPowered, March 2014
http://www.inpwrd.com/nielsen
MOZ, An Introduction to PR Strategy for SEOs
http://moz.com/blog/an-introduction-to-pr-strategy-for-seos
Beyond Bylines (PR Newswire Media Blog), PRN Pulse survey info
http://prnewswiremedia.wordpress.com/2014/02/20/journalists-and-bloggers-using-more-visual-
storytelling/