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@mpranikoff #eBev
@mpranikoff #eBev
Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswir...
PR Newswire is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect an...
We have the
distribution &
syndication
network to
AMPLIFY your
content.

We have the
resources to
make your
content more
V...
“Every day, Three Times Per Second, we
produce the equivalent of the amount of data that
the Library of Congress has in it...
@mpranikoff

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
Source: http://flic.kr/p/aavRAC

@mpranikoff

#eBev
Paid
Media

Promoted

Traditional
Ads

Converged
Media

Corporate
Content

Branded
That Is Shared

Sponsored

Earned
Media...
@mpranikoff

#eBev
@Luhersco #ebev 10/24/13
@mpranikoff

#eBev
PR Is A Strong Component In The Marketing Mix
90%

Consumer Rates
Method More Effective

80%

Own Sites
Email

70%

PR
Own...
@mpranikoff

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
What Form of Advertising / Marketing Content Do You Trust? –
Recommendation from People I Know

89%

90%

Global Average –...
@mpranikoff

#eBev
@mpranikoff

#eBev
AWARENESS
CONSIDERATION
PREFERENCE
CHOICE

Source: http://flic.kr/p/crZSBm

@mpranikoff

#eBev
We Need To Create
Proactive Messaging
Proactive
Messaging Should
Be Created With
Optimization
Proactive Messaging
Also ...
The Value Exchange
BRAND

AUDIENCE

Currency = Content

Currency = Personal Info

The brand continuously delivers
relevant...
“
Robert Cohen, VP Global Retail

Source: http://www.businessweek.com/articles/2013-10-03/patagonias-robert-cohen-on-the-r...
@mpranikoff

#eBev
EQ > IQ
EMOTIONS TRUMP INTELLIGENCE

@mpranikoff

#eBev
http://youtu.be/xwndLOKQTDs
@mpranikoff

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
“

Guinness Friendship
scored 30 percent
higher than other beer
brands during the
quarter.”

@mpranikoff

#eBev
Make Your Content Directional
CONTENT

@mpranikoff

#eBev
“
William McComb - CEO

Source: http://buswk.co/1gfhBi5

@mpranikoff

#eBev
“
William McComb - CEO

Source: http://buswk.co/1gfhBi5

@mpranikoff

#eBev
@mpranikoff

http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919

#eBev
Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12

@mpranikoff

#eBev
Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12

@mpranikoff

#eBev
Classic Story Arc
y = tension

climax

Earned Media
dénouement

opening
scene
x = time

beginning

middle
72 Hours

Adapte...
The Communicator’s Story Spike
y = change

future

storytelling
fodder

x = time

Old Way

New Way

Adapted from Lou Hoffm...
@mpranikoff

#eBev
http://www.multivu.com/mnr/60803-newcastle-brown-ale-no-bollocks-2013-campaign

@mpranikoff

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
MULTI-PLATFORM CONSUMPTION IS TODAY’S NEW REALITY

1 in 3 minutes spent
online is now spent
beyond the PC.

@mpranikoff

#...
@mpranikoff

#eBev
@mpranikoff
http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
What Form of Advertising / Marketing Content Do
You Trust? – Branded Websites
44%

52%

Global Average – 58%
58%

73%

Sou...
What Form of Advertising / Marketing Content Do You
Trust? – Editorial Content Such As News Articles
58%

64%

Global Aver...
@mpranikoff

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
Point of Syndication

@mpranikoff

#eBev
Editorial Pickup
Point of Syndication

@mpranikoff

#eBev
Editorial Pickup
Point of Syndication

@mpranikoff

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
Content Must Be Mapped To
Business Objectives

@mpranikoff

#eBev
Content Must Be Appealing

@mpranikoff

#eBev
@mpranikoff

#eBev
@mpranikoff

#eBev
Publish a steady
stream of content

TRUST

RELIABILITY

DELIGHT

Keep it relevant
& interesting

@mpranikoff #eBev
@mprani...
@mpranikoff
Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg

#eBev
3 KEY TAKEAWAYS

1

2

3

CONVERGENCE
of Paid/Earned/Owned
is blurring lines
between
PR, Advertising &
Marketing

SYNDICAT...
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Discovery to Share: The Keys to Getting Your Audiences to Move Your Message at #ebev in Denver 10/25/13

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Presentation created for the #eBev Conference held in Denver on Oct 24 -25, 2013 by the American Beverage Consortium. The conference was for digital markers in the adult beverage industry. This presentation focused on trends in the digital marketing world and how content can create authority and organic conversations.

Published in: Business, News & Politics
  • I found this to be pretty generic: there was nothing much in here that explained 'how to' get an audience to share content step-by-step. I guess that's for paying customers only :)
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Discovery to Share: The Keys to Getting Your Audiences to Move Your Message at #ebev in Denver 10/25/13

  1. @mpranikoff #eBev @mpranikoff #eBev
  2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #eBev
  3. PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide
  4. We have the distribution & syndication network to AMPLIFY your content. We have the resources to make your content more VISIBLE. @mpranikoff #eBev Our products & services help you continually ENGAGE your target audiences.
  5. “Every day, Three Times Per Second, we produce the equivalent of the amount of data that the Library of Congress has in its entire print collection. Most Of It Is...Irrelevant Noise. So unless you have good techniques for filtering and processing the information, you’re going to get into trouble.” - Nate Silver @mpranikoff #eBev
  6. @mpranikoff #eBev
  7. @mpranikoff #eBev
  8. @mpranikoff #eBev
  9. Source: http://flic.kr/p/aavRAC @mpranikoff #eBev
  10. Paid Media Promoted Traditional Ads Converged Media Corporate Content Branded That Is Shared Sponsored Earned Media Organic @mpranikoff Based on Altimeter Group Research Owned Media #eBev
  11. @mpranikoff #eBev
  12. @Luhersco #ebev 10/24/13 @mpranikoff #eBev
  13. PR Is A Strong Component In The Marketing Mix 90% Consumer Rates Method More Effective 80% Own Sites Email 70% PR Own Social Consumer Exhibitions Search Ads on Social Nets 60% Conferences Own Events Custom Print Direct Mail Print Magazines Print Newspaper 50% General Sites 40% B2B Rates Method More Effective Virtual Exhibitions Smartphones Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% 60% 70% 80% 90% B2B Source: Outsell 2013 Advertising and Marketing Study @mpranikoff #eBev
  14. @mpranikoff #eBev
  15. @mpranikoff #eBev
  16. @mpranikoff #eBev
  17. What Form of Advertising / Marketing Content Do You Trust? – Recommendation from People I Know 89% 90% Global Average – 92% 94% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #eBev
  18. @mpranikoff #eBev
  19. @mpranikoff #eBev
  20. AWARENESS CONSIDERATION PREFERENCE CHOICE Source: http://flic.kr/p/crZSBm @mpranikoff #eBev
  21. We Need To Create Proactive Messaging Proactive Messaging Should Be Created With Optimization Proactive Messaging Also Means Creating Content That Is Directional @mpranikoff #eBev
  22. The Value Exchange BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & Jane Smith grant permission for engagement jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp. @mpranikoff #eBev
  23. “ Robert Cohen, VP Global Retail Source: http://www.businessweek.com/articles/2013-10-03/patagonias-robert-cohen-on-the-retailer-customer-relationship @mpranikoff #eBev
  24. @mpranikoff #eBev
  25. EQ > IQ EMOTIONS TRUMP INTELLIGENCE @mpranikoff #eBev
  26. http://youtu.be/xwndLOKQTDs @mpranikoff #eBev
  27. @mpranikoff #eBev
  28. @mpranikoff #eBev
  29. @mpranikoff #eBev
  30. “ Guinness Friendship scored 30 percent higher than other beer brands during the quarter.” @mpranikoff #eBev
  31. Make Your Content Directional CONTENT @mpranikoff #eBev
  32. “ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #eBev
  33. “ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #eBev
  34. @mpranikoff http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919 #eBev
  35. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #eBev
  36. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #eBev
  37. Classic Story Arc y = tension climax Earned Media dénouement opening scene x = time beginning middle 72 Hours Adapted from Lou Hoffman - www.Hoffman.com @mpranikoff #eBev end
  38. The Communicator’s Story Spike y = change future storytelling fodder x = time Old Way New Way Adapted from Lou Hoffman - www.Hoffman.com @mpranikoff #eBev
  39. @mpranikoff #eBev
  40. http://www.multivu.com/mnr/60803-newcastle-brown-ale-no-bollocks-2013-campaign @mpranikoff #eBev
  41. @mpranikoff #eBev
  42. @mpranikoff #eBev
  43. MULTI-PLATFORM CONSUMPTION IS TODAY’S NEW REALITY 1 in 3 minutes spent online is now spent beyond the PC. @mpranikoff #eBev
  44. @mpranikoff #eBev
  45. @mpranikoff http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg #eBev
  46. @mpranikoff #eBev
  47. @mpranikoff #eBev
  48. What Form of Advertising / Marketing Content Do You Trust? – Branded Websites 44% 52% Global Average – 58% 58% 73% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #eBev
  49. What Form of Advertising / Marketing Content Do You Trust? – Editorial Content Such As News Articles 58% 64% Global Average – 62% 60% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #eBev
  50. @mpranikoff #eBev
  51. @mpranikoff #eBev
  52. @mpranikoff #eBev
  53. @mpranikoff #eBev
  54. @mpranikoff #eBev
  55. Point of Syndication @mpranikoff #eBev
  56. Editorial Pickup Point of Syndication @mpranikoff #eBev
  57. Editorial Pickup Point of Syndication @mpranikoff #eBev
  58. @mpranikoff #eBev
  59. @mpranikoff #eBev
  60. Content Must Be Mapped To Business Objectives @mpranikoff #eBev
  61. Content Must Be Appealing @mpranikoff #eBev
  62. @mpranikoff #eBev
  63. @mpranikoff #eBev
  64. Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #eBev @mpranikoff #eBev
  65. @mpranikoff Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg #eBev
  66. 3 KEY TAKEAWAYS 1 2 3 CONVERGENCE of Paid/Earned/Owned is blurring lines between PR, Advertising & Marketing SYNDICATION through a variety of channels is critical in achieving organic audience engagement. AUTHORITY is created through content within context which is easily curated by your target audience and algorithms. @mpranikoff #eBev

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