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Source: http://flic.kr/p/8SuSth
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...
PRNewswire.com
Blogs
PRN Widget
National
News Sites
Local News
Affiliate
Sites
Portals &
Databases
Trade News
Sites
Your
W...
We have the
distribution &
syndication
network to
AMPLIFY your
content.
Our products &
services help you
continually
ENGAG...
79.5% of the Japanese
Population Is Online
Today
Source: Internet World Stats
UserGeneratedEditorial
Consumer Business
The Emerging Media Landscape
Financial Times
has more Digital
Subscribers Than
Newspaper
Buyers
Source: Brand Republic July 27, 2012
102.7 Million
People Age 13+
Use Mobile
Devices in Japan
Source: Internet World Stats
30% Have a
Smartphone
with Internet
+ Data
Subscription
Mobile Internet Traffic
18% USA
25%Asia
30% Africa
Source: Google The New Multiscreen World – August 2012
The Future Is Now
Content Drives Them All
OWNED
MEDIA
EARNED
MEDIA
PAID
MEDIA
SOCIAL + SEARCH + MOBILE
A brand pays to pla...
+
+
-
-
Reach
Control
Earned
Paid
Owned
Paid
Media
Traditional
Ads
Owned
Media
Corporate
Content
Earned
Media
Organic
Converged
Media
Promoted
Sponsored Branded
T...
86% Of People Skip
Television Commercials
Source: Content Marketing Institute 2012
April 26, 2013 26
44% of Direct Mail Is
Never Opened
Source: Content Marketing Institute 2012
The creation and sharing of high
quality, valuable content by the
brand to engage current &
potential audience and
influen...
The value exchange
BRAND
Currency = Content
AUDIENCE
Currency = Personal Info
Jane Smith
jane.smith@xyz.com
555-555-5555
C...
CONNECTED =
ENGAGED
3 Out Of 5
Searches Are
Done Via
Mobile Devices
Today
Source: Google The New Multiscreen World – August 2012
Source: http://www.thinkwithgoogle.com/insights/library/infographics/olympics-related-global-mobile-search-share/
Search On A Smartphone Every Day
Search from Product Information
Consume News Via Their Mobile
Device
Watch Video Once A M...
http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
Classic Story Arc
x = time
y = tension
opening
scene
climax
dénouement
Earned Media
beginning middle end
Adapted from Lou ...
The News Story ARC…..Story Spike
x = time
y = change
Old Way New Way
future
storytelling
fodder
Adapted from Lou Hoffman -...
We Need To Create
Proactive Messaging
Proactive
Messaging Should
Be Created With
Optimization
Proactive Messaging
Also ...
Map your content to the
customer’s buying process
The Human
Brain
Processes
Visual
Information
60,000 Times
Faster Than
Text
* The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly
fewer than those without, howeve...
Using multimedia in
your releases increases
journalist and public
engagement
According to internal sample research compari...
Content such as Blog Posts & YouTube videos Educate
Customers to the point where they’re ready to buy
57%
More
confidant o...
Online distributions
with photos
Customized Multimedia
with Multiple Pieces of
Content
Engagement Platforms
That Allow for...
Content Must Be Mapped To Business
Objectives
Content Must Be Appealing
Content Must Be Easy To Be Found
Publish a steady
stream of content
Keep it relevant
& interesting
TRUST RELIABILITY DELIGHT
1
CONVERGENCE
of Paid/Earned/Owned
is blurring lines between
corporate content from
how it’s created to who
and how it is ...
1
CONVERGENCE
of Paid/Earned/Owned
is blurring lines between
PR, Advertising &
Marketing
2
SYNDICATION
through a variety o...
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
EC = MC:  Every Company Is A Media Company – Tokyo NetPRDay 2013
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EC = MC: Every Company Is A Media Company – Tokyo NetPRDay 2013

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Presentation given by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at the Tokyo #NetPRDay2013 event held on July 10, 2013. The idea of EC = MC was originated by Tom Foremski back in 2010. Today, 3 years later, this idea has gone global with the ideas around Content Marketing and that companies can reach their audiences today more directly than ever before and in more authentic and organic ways. This presentation focuses on the Japanese markets and how media consumption habits around the world are coming closer together.

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EC = MC: Every Company Is A Media Company – Tokyo NetPRDay 2013

  1. Source: http://flic.kr/p/8SuSth
  2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
  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. 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
  5. 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.
  6. 79.5% of the Japanese Population Is Online Today Source: Internet World Stats
  7. UserGeneratedEditorial Consumer Business The Emerging Media Landscape
  8. Financial Times has more Digital Subscribers Than Newspaper Buyers Source: Brand Republic July 27, 2012
  9. 102.7 Million People Age 13+ Use Mobile Devices in Japan Source: Internet World Stats
  10. 30% Have a Smartphone with Internet + Data Subscription
  11. Mobile Internet Traffic 18% USA 25%Asia 30% Africa Source: Google The New Multiscreen World – August 2012
  12. The Future Is Now Content Drives Them All OWNED MEDIA EARNED MEDIA PAID MEDIA SOCIAL + SEARCH + MOBILE A brand pays to place ad or content in a channel to drive conversation forward. Publicity gained through influencer promotion, including shares, likes & tweets. Brand published content to drive earned media and sustain buzz around brand. • Advertising • Events • Direct Marketing • Press pickup • Blog mention • Social sharing • Word of mouth • Company blogs • Company website • Company social accounts
  13. + + - - Reach Control Earned Paid Owned
  14. Paid Media Traditional Ads Owned Media Corporate Content Earned Media Organic Converged Media Promoted Sponsored Branded That Is Shared Based on Altimeter Group Research
  15. 86% Of People Skip Television Commercials Source: Content Marketing Institute 2012
  16. April 26, 2013 26 44% of Direct Mail Is Never Opened Source: Content Marketing Institute 2012
  17. The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers. Content Marketing Content Marketing will AMPLIFY your existing media campaigns, increase VISIBILITY and drive ENGAGEMENT leading to your desired outcome. CHOICE PREFERENCE CONSIDERATION AWARENESS
  18. The value exchange BRAND Currency = Content AUDIENCE Currency = Personal Info Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp. The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement
  19. CONNECTED = ENGAGED
  20. 3 Out Of 5 Searches Are Done Via Mobile Devices Today Source: Google The New Multiscreen World – August 2012
  21. Source: http://www.thinkwithgoogle.com/insights/library/infographics/olympics-related-global-mobile-search-share/
  22. Search On A Smartphone Every Day Search from Product Information Consume News Via Their Mobile Device Watch Video Once A Month Watch Video Every Day Multitask 68% 57% 51% 59% 63% 53% 76% 76% 16% 25% 80% 86% Source: Google Our Mobile Planet June 2012
  23. http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
  24. Classic Story Arc x = time y = tension opening scene climax dénouement Earned Media beginning middle end Adapted from Lou Hoffman - www.Hoffman.com 72 Hours – 96 Hours
  25. The News Story ARC…..Story Spike x = time y = change Old Way New Way future storytelling fodder Adapted from Lou Hoffman - www.Hoffman.com
  26. We Need To Create Proactive Messaging Proactive Messaging Should Be Created With Optimization Proactive Messaging Also Means Creating Content That Is Directional
  27. Map your content to the customer’s buying process
  28. The Human Brain Processes Visual Information 60,000 Times Faster Than Text
  29. * The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012 More Multimedia = More Views
  30. Using multimedia in your releases increases journalist and public engagement According to internal sample research comparing press releases that contain multimedia with those that do not.
  31. Content such as Blog Posts & YouTube videos Educate Customers to the point where they’re ready to buy 57% More confidant of making a purchase online
  32. Online distributions with photos Customized Multimedia with Multiple Pieces of Content Engagement Platforms That Allow for Continuous Updates Photo (image such as photo, logo or infographic) Photo + Video + Audio + PDFs + Dedicated Page Photo + Dynamic Video + Dedicated HTML Page + Strategic Placement We Need To syndicate content IN Multiple Formats
  33. Content Must Be Mapped To Business Objectives
  34. Content Must Be Appealing
  35. Content Must Be Easy To Be Found
  36. Publish a steady stream of content Keep it relevant & interesting TRUST RELIABILITY DELIGHT
  37. 1 CONVERGENCE of Paid/Earned/Owned is blurring lines between corporate content from how it’s created to who and how it is being curated. 2 SYNDICATION through a variety of channels is critical in achieving audience engagement. 3 CONVERSATION around your message organically is the first step to effective content marketing to ensure it’s seen, searched, and shared. 3 KEY TAKEAWAYS
  38. 1 CONVERGENCE of Paid/Earned/Owned is blurring lines between PR, Advertising & Marketing 2 SYNDICATION through a variety of channels is critical in achieving organic audience engagement. 3 AUTHORITY is created through content within context which is easily curated by your target audience and algorithms. 3 KEY TAKEAWAYS

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